#71: AEC Marketing Campaigns Geared Towards Winning
Using digital ads, LinkedIn ads, and email campaigns, how can you reach the influencers and decision-makers before the RFP is out? Getting in front of your clients before the proposal is even written isn’t as hard as you might think.
This week I’m joined by Katie Cash and Jeni Dzenis of Smartegies. The conversation is about different types of marketing data, marketing campaigns, and how data is used by marketing or business development to assist sales. In addition, they provide examples of how these strategies or tactics can be used during the prepositioning and capture planning process.
Here are some highlights:
Marketing strategies advantage during pursuit: 10:57
Tactics for reaching warm leads: 16:25
Each strategy has a purpose: 20:21
How Jeni utilizes the crazy ideas in the proposal process: 28:01
Few ideas for pre-positioning: 31:46
Tips to get started with these marketing techniques: 34:49
Katie Cash
Senior Vice President of Accounts, Smartegies
Katie Cash is an AEC marketing veteran with over 15 years of experience serving large and small companies across North America. As the Senior Vice President of Accounts at Smartegies, the AEC growth consulting firm that has been developing smart business strategies for design and construction firms, Katie leads strategy to help firms advance their brand and move their business forward. From devising pursuit strategies to win big projects, looking for creative ways to recruit top talent, or merely finding ways to break away from the mundane marketing tactics of yesteryear, she continually challenges herself and her Smartegies team to think smarter. Katie is a regular speaker on marketing, communications, and business development topics for many AEC groups, including ACEC, NAWIC, AGC, SMPS, and CoreNet. Katie is also the host of the AEC Marketing for Principals podcast.
Jeni Dzenis
Business Development and Client Services Smartegies
With more than 25 years as an architectural design professional, Jeni Dzenis now specializes in Business Development and Client Services at Smartegies. In 2016, after launching a new branch office in Orlando, FL for the Alpharetta, GA-based Wakefield Beasley & Associates, now NELSON Worldwide, Jeni became the company’s Florida Regional Market Leader and established improved connectivity with NELSON’s three existing Florida offices in Jacksonville, Tampa, and Miami. Leveraging interoffice talent and experience, Jeni successfully pursued project opportunities in the Healthcare, Retail, Mixed-Use, Industrial, Higher Education, and Corporate Office sectors, among others. Jeni worked with the Atlanta Braves and Jones Lang LaSalle as senior project manager of the Battery Atlanta’s lead design team and was responsible for managing development-wide design contracts. Jeni’s experience building and overseeing design teams for large, multi-national clients as as well as smaller regional owners and tenants allows her to share invaluable insight during creative and strategic brainstorming sessions for Smartegies’ clients.
She is currently an active member of Commercial Real Estate Women (CREW), Urban Land Institute (ULI), American Institute of Architects (AIA), Society of Marketing Professional Services (SMPS), and has served on the Board of Zoning Adjustments for the City of Orlando. In November of 2021, Jeni became director of CREW Orlando’s inaugural Diversity, Equity and Inclusion (DEI) Committee.
Links mentioned in this episode:
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