Have you ever felt like your marketing role in the AEC industry is a never-ending game of Whack-a-Mole? One minute you’re working on a strategic campaign, and the next, you're scrambling to respond to a late RFP or last-minute interview prep. Been there, done that, and frankly, it's exhausting. How does this happen? So many AEC firms are stuck in a cycle of reactive marketing. Reactive marketing is when your team spends most of their week reacting to whatever firm leaders deem urgent that week. Maybe it's a late RFP that "absolutely needs a response." Or perhaps it’s the frantic rehearsal for an interview the night before. Oh, and let’s not forget the rush to get ad copy done because someone forgot to mention that we paid for that spot. It's firefighting, and while some may enjoy the adrenaline rush, it's not a sustainable strategy. When the fire drill starts, what would happen if you told your firm leader, "Your lack of planning is not my emergency?" Watch as their eyes widen with a mix of shock and realization. You may get fired! Or you may get their attention. Believe me, it’s a game-changer. You see, the opposite of reactive marketing is proactive marketing. In proactive marketing, you plan. You create a solid strategy. You execute the plan. And the best part? You stick to the plan. You don’t let last-minute demands derail your efforts. You focus on what’s important and what was pre-decided to be of value. Your lack of planning is NOT my emergency! It's not just idealistic thinking. In today's data-driven world, it's easier than ever to craft and execute strong marketing plans in AEC. With the help of AI and data analytics, you can demonstrate the effectiveness of a proactive marketing strategy, turning even the most reactive leaders into believers. Imagine a world where you spend your days focusing on positioning, messaging, and promotion – the real functions of marketing. Is it possible? What would your job look like if you reduced your reactive tasks to 10-15% of your week?
It's not just about making your life easier (well, it kind of is). A proactive approach leads to better results. When you’re not constantly putting out fires, you have more time to think creatively and strategically. This leads to campaigns that are not only well-executed but also impactful. Your firm will start to see the benefits in terms of client satisfaction and, of course, the bottom line. So, if you find yourself stuck in the reactive marketing whirlwind, it’s time to make a change. Stand your ground, and communicate the value of a well-thought-out plan. Remember, "Your lack of planning is not my emergency!" Trust me, the AEC marketing world will be a much better place for it. Ready to ditch the Whack-a-Mole for good? Let's do this!
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It's not the tool, it's the behavior! More firms are investing in CRM, but user adoption remains a struggle. Firm leaders understand the value of a robust and well-used CRM, but are frustrated with project managers' and department heads' lack of adoption. For many work-a-day designers and builders, a CRM system represents another time-suck and they rarely perceive the long-term value. There are several reasons why CRM user adoption fails.
What other reasons have you discovered for poor CRM adoption? Marketing superpowers to the rescue! Marketing teams at AEC firms are uniquely positioned to help make CRM systems stick. Marketers are natural storytellers. It's in our DNA. We routinely craft stories about our projects, people, and clients. Our hands are busy with internal communications strategies and organizational development. If anyone can connect the dots from CRM data entry and management to increased sales and value, marketers can! At my firm, we are approaching a second CRM rollout plan. We are structuring the rollout training with scenario-based stories. Every module of training will have several real-world scenarios. The best answer to each scenario is better CRM data entry practices and CRM reporting. The idea is to demonstrate value for users by giving them scenarios that happen in their world every day. Stories help connect the dots from data to value. How would you integrate storytelling into your CRM adoption strategy? CRM is an engine, not just another report! Client relationship management (CRM) is exactly what it sounds like. The engine that makes good business development possible is a well-maintained CRM. Yet, much of what makes this engine run sits siloed and disconnected in email inboxes, spreadsheets, job folders, conference handouts, and handwritten notebooks. This data is the valuable resource for our engine to deliver power. When administered and used properly, your CRM will solve problems you didn't know existed. That fan at a previous client organization changed jobs 18 months ago. They love your people and would work with you again in second. But they don't know you have assets at their disposal in their new location. You didn't tract the contact change. That fan hires a different firm because no one managed the relationship until it was too late! What might you be missing at your firm because of poor client relationship management? Make it easy, make it useful! Here are some quick and easy ideas to help boost user adoption;
What ideas are you willing to share that have been successful for quick and easy CRM adoption? How will you help?
Marketers can lead the charge in CRM user adoption. Are you willing to lead that charge? Once your CRM is full of insights and useful data, you tell the story of that value. When you become the reservoir of great client and project data and make it actionable, you become indispensable. Your secret is navigating a powerful CRM engine. Help your firm make the shift! Please share your stories of success with me. Let's all learn together! [email protected]
The Proposal Trap
In the consulting engineering world, many clients write their RFPs/RFQs forcing firms to "answer the mail" in ways that are very self-promoting. Firms that build a relationship with their clients and prospects know how to respond to RFPs/RFQs effectively without all the self-promotion. Stop We'ing All Over Your Proposals It is a difficult trap to escape. Nearly every question and required data requested by the client force proposal writers into sounding very "we-centered." Stop we'ing all over your proposals. Exceptional proposals should be client-centered, which is a major differentiator. Spam = Delete! Think about it from the perspective of your email inbox. It's the difference between all the spam email messages you simply block or delete and the ones that come from a person you know, respect, and with whom you want to communicate. Proposals that come from "unknown" companies come across like spam. They rarely get read and are quickly discarded. Winning Starts with Relationships Proposals should only come from people clients know, respect, and want to work with. Otherwise, your proposal is just spam! Great BD = Winning Proposals With this in mind, business development is a critical differentiator when it comes to winning the proposal game. This means spending time getting to know a prospective client with whom you wish to work. It also means spending time nurturing the client relationships you already have. Stop Substituting Proposals for Business Development Never substitute a proposal for a meaningful client interaction, just to "keep our name in front of the client." Proposals are not effective marketing tools, just like unsolicited spam emails are not effective marketing tools. Unless . . . those proposals and emails are coming from a familiar helper.
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AuthorGabe Lett, FSMPS, CPSM, LPC Archives
May 2025
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The views and opinions expressed on this blog do not necessarily represent the views or opinions of Prairie Engineers.
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