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Agile marketing is all the rage. But is it truly a more effective approach to marketing or mostly hype soon to be replaced by the next trend? To understand why going Agile might be one of the smartest moves your company can make, take a deep dive into the world of Agile marketing. In 2000 at Oregon’s Rogue River Lodge and again in 2001 in Snowbird, Utah, a very frustrated aerospace engineer named Jon Kern and a band of 11 other equally frustrated software development leaders gathered to discuss the challenge that was killing their industries: Application delivery lag. The problem? The time between requesting a software solution and actually having the solution ...
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Account-Based Marketing (ABM) According to the   ITSMA   Survey, ABM delivers the highest ROI of any B2B marketing strategy or tactic. Let’s imagine that a B2B company has an enewsletter it sends to its X-thousand- person list. The enewsletter has an open rate of 36% (very good) and a click-through rate of 12% (even better). The company is thrilled with the results. After all, their email marketing stats are well above industry averages, indicating lots of interest and lots of sales, right? Well, not typically. In fact, upon closer examination it would not be uncommon to find that the vast majority of recipients on the list are not customers, ...
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Marketing planning has always required significant investment in time and resources. However, not that long ago when media options were fairly limited, channel choices were pretty clear and communication paths were quite linear, the planning process was fairly uncomplicated. Today, it’s a different story. In fact, today’s multitude of choices often results in a marketing plan with its hat in so many rings that only a very superficial effort can be dedicated to each, leaving some very important big-picture “musts” neglected. Think about the email marketing program that never gains traction or the social media effort that takes hundreds of hours but doesn’t ...
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SOQ blueprint

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Hi team!  I'm new(ish) to the A/E/C industry and am working with my team on developing a SOQ process that works for us. Does anyone have a blueprint, flowchart, SOP or similar they wouldn't mind sharing? Any direction to resources is much appreciated!!!  Thank you,  Lauren Jones ljones@fehr-graham.com
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In the past, most corporate mission statements were fairly identical. They promised quality, exceptional service and competitive pricing, and there wasn’t much that made them stand apart from their competitors. Today, businesses with mission statements like this are known as commodities – and smart companies do everything they can to avoid that trap . Thanks to Simon Sinek’s signature TED Talk “Start With Why,” many have embraced the idea of differentiating on a larger purpose rather than on their products and services, and they work hard to identify what makes their brand truly meaningful – their larger positive impact beyond making money. Think ...
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Four Successful Inbound Marketing Strategies for Your A/E/C Business How to Make Inbound Marketing Work for Your Business It’s no secret that traditional marketing techniques are no longer relevant or effective. With more than 200 million users on the Federal TradeCommission’s Do Not Call registry, telemarketing has become the dinosaur of the marketing industry. Likewise, studies show that 44 percent of direct mail is thrown away without even being opened. Statistics like these ...
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Making a brand come to life is one of the most difficult aspects of the branding process because it requires much planning and coordination, as well as a commitment to creating real and lasting change. What makes it even more challenging is that the very concept of living a brand is often misunderstood. A brand is the perception others have about your company. You can control that perception by being intentional about what and how your brand communicates. To do this well, you need first to articulate the meaning of your brand – the brand platform  – and then to use that foundation to guide the creation of the brand (its verbal and visual identity, design ...
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We all know that summer is the time for home improvement projects. But what you may not realize is that the same tools you use around the house, can be used to improve your brand, too. Use them properly to build on your brand’s point of difference and you won’t even break a sweat – you’ll just break through to the next level of success. Brand Improvement Tool #1: The Level. Align your brand with your business strategy. If your brand is out of balance with your company’s goals and priorities, you won’t get the results you want. Brand Improvement Tool #2: The Hammer. Nail down your focus. Determine what’s working for your company’s brand strategy ...
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Convincing Your Old-School Boss to Marketing is Worth It Marketing has totally evolved with the influx of new methods to reach consumers all over the world. The once-popular marketing vehicles like print, radio, television and signage advertising have now shared the stage with modern digital marketing that employ the incredibly influential social media and other venues once touted as trendy, fleeting and non-traditional. These days, millions of people are tapped to participate, get involved or buy products and services through newsletters, emails, videos, webinars, online parties, website promotions and ads and other digital events for a fraction of what ...
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While we may not get off for the summer like other professions. In most firms I have worked in, there has tended to be a lighter summer vibe after school lets out. In my previous firm, we even changed our hours to work half-days on Fridays. You are probably wondering why I am even writing about summer fun. Don’t we have proposals to get out the door? Isn’t employee engagement HR’s job? Well sometimes if you want to change the vibe in your environment you have got to lead by example or just take charge to get the ball rolling. Below are some ideas to inject summer fun into your office. Some of the ideas are strictly internal but some can carry over ...
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It’s finally spring! Longer days, warmer nights…. Spring is a time for fresh starts, new growth and an opportunity to rethink, refresh and realign. As we march into the Q2, are you staying the course with your 2017 marketing goals? Here are three resources to get you moving forward faster: If you find following your marketing plan a challenge (or you don’t have one), you need a more practical approach to marketing planning . If you feel bombarded by all the emerging marketing trends and ever-increasing technology options, you need to see this infographic and start focusing on what’s most critical for your company. If you are planning a rebrand ...
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Commuter College

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  Podcasts Every Marketer Should Listen on the Way to Work Do you have to drive to work? Do you take a bus or a train? If you have a commute—long or short, then you lucky to enroll commuter college. You may spend your time unwinding by listening to music or catching up on the phone with mom or your BFF. You can also spend that time learning about the latest marketing trends, catching up on the news or being inspired by listening to podcasts—all for free! I call this my Commuter College. I have a one-way hour long commute which has enabled me to listen to dozens of podcasts over the past four years. It has helped me to keep up with ever-changing ...
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This post first appeared on Substance151 blog . B2B Marketing Grows Up B2B marketers have had a much steeper learning curve with digital than their B2C counterparts. Fortunately, those who stuck with it are seeing results. B2B companies that have remained committed to digital marketing now have proof that their efforts are resulting in increased awareness of their services, differentiators and value proposition. This is a big deal because the promise of digital marketing (as opposed to paid media or direct mail, for example) is significantly reduced costs. So companies that stayed the course are now spending dramatically less to get and stay on their ...
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As we wind down 2016, I wanted to rewind and share with you the best of the Marketers Take Flight blog articles. Some of these garnered over 50 comments on LinkedIn. We covered a myriad of AEC marketing topics from Go/No Gos to hiring and marketing budgets. I enjoyed reviewing these in preparing this post. It has energized me to start planning content for 2017. If there is a particular topic you need help or advice on as it relates to AEC Marketing, please leave a comment below. Enjoy reading! Top 6 Articles from 2016 12 Great Reasons to Give a GO Decision for an RFP I have must have sat in hundreds of Go/No-Go decision meetings and ...
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WSP | Parsons Brinckerhoff has an immediate need for a Marketing/Proposal Manager in the Tempe office since I will be retiring in mid-September. If you are interested, please visit the People and Careers section of our website at www.pbworld.com and apply to job #30898. I have been here for over 18 years and can assure you this is a great place to work!
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SMPS Community, My company is looking for a high-energy Strategic Planning Facilitator to conduct our 2017 planning event October 20-22, 2016. If you are an experienced and skilled facilitator, I invite you to respond to our RFP by 8/31/16. If interested, please contact mgomez@jbhenderson.com for a copy of the RFP. Confirmation of Intent to Respond is appreciated by 8/05/16 to mgomez@jbhenderson.com Thank you, Melissa Gomez SMPS New Mexic
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This week I attended the SMPS Central Florida Education Event held at The Westin in Lake Mary. The morning started out with a wonderful continental breakfast and 45 juicy minutes of networking with other SEC marketing professionals. After carefully choosing a table, I sat down and began indulging on some of the fruit and pastries provided. As the morning went on, my table filled up with some of the best marketers in the Orlando area and I was ready for a day of learning. The program had started and we were greeted by the lovely SMPS CFL President, Tara Bleakley, she introduced our first speaker, Tim Asimos, CPSM. from circle S studio. His session, “The ...
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Last month, I talked about working in a multi-generational workplace. That's not going to change - certainly not during my lifetime. A dear friend in our chapter talked with me about mentoring one of our new members as part of our chapter's Mentor-Protege program. My initial reaction was shock, because I don't see myself in a position to mentor anyone because I still have so much to learn! Then she mentioned that I've been "unofficially" mentoring several ladies within our chapter anyway... Geez Louize. She was absolutely right, though I hadn't looked at it as mentoring. I guess I have taken a lot of young women "under my wing;" partly because ...
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My boss walked into the office shortly after the first of the year and told me "My goal in 2016 is to write one LinkedIn blog post every week." Every. Week. Let me paint the picture for you ... My boss is an engineer. And the worst kind of engineer; a software engineer. He's also the COO of our company. He's pulled in a million different directions. A lot of his published articles to date have been ghost written by me. He is brilliant but has horrible grammar! The man has no idea when to use "there", "their", and "they're". And don't even get me started on the Oxford comma. But I applaud this goal he has set for himself. He is a very private ...
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SPEAKER APPLICATION Do you have an extraordinary approach to successful A/E/C Marketing and Business Development practices? The Society for Marketing Professional Services (SMPS) is seeking dynamic speakers for the 2016 Southwest Regional Conference (SWRC). The 2016 SWRC conference is an exciting, information-packed, two-day event. It is attended by design and construction professionals from Arizona, Colorado, New Mexico, and Utah. Our program will help remedy career lethargy, create potent business strategies, and revive your passion for A/E/C Marketing and Business Development. It will be held at the Albuquerque Convention Center ...
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