Finding my way into the AEC (Architecture, Engineering, and Construction) industry feels almost destined, given my lifelong interest in the built environment. As a child, I even toyed with the idea of becoming an interior designer. But from the outside looking in, I could never have imagined the scale and complexity of this industry—especially from a marketing perspective. Enter SMPS (The Society for Marketing Professional Services). SMPS has been a phenomenal resource for me starting out in the AEC world. When you’re a marketing team of one, it’s easy to feel isolated. But with SMPS, I’ve discovered a community of marketing and business development professionals who are always ready to lend a hand at the drop of a hat. And that’s saying a lot because I wear a lot of hats! This support system is invaluable and the connections I've made are more than just professional—I’ve made friendships that will endure beyond our current roles and this ever-evolving industry.

With AEC marketing comes attending various professional events in the industry. And with that comes networking, but it doesn’t have to be intimidating! I know this might sound ambitious, especially to introverts, but the key is to make it enjoyable. It’s easy to gauge whether someone is open to conversation, even if you’ve never met before. It’s not necessary to make a connection with everyone you meet. Your network will naturally form around the right people—those who will support you and help you grow. It’s not about closing a deal; it’s about cultivating genuine relationships. A mutually beneficial professional relationship will naturally follow when you focus on building a friendship. It’s about authenticity and sincerity, asking thoughtful questions, and showing genuine interest.

Embracing the AEC Learning Curve

Transitioning into AEC marketing wasn’t just about understanding how to market in a new industry; it was about immersing myself in the architectural process, including all the many acronyms that come with it. There was definitely a learning curve, but it’s been very interesting and rewarding. Every project brings its own set of challenges and opportunities, allowing us to tailor our approach for each client. The dynamic nature of the work keeps things exciting, so there’s always something new for me to learn.

The Move from B2C to B2B Marketing

My first job out of college was in B2C (Business to Consumer) marketing, so transitioning to B2B (Business to Business) was an adjustment, but a rewarding one. There’s so much more depth to a professional services' marketing process than consumer-focused. In B2C the goal is to make a final sale, whereas in B2B the goals are relationship driven. The marketing and sales cycle is much longer, requiring careful development of client relationships. In the architecture industry, it can take months or even years to land a project from start to finish. Throughout the entire process, you must continually develop the relationship. It’s a much more personal process than B2C marketing.

Here are some strategies and tips that I’ve learned along the way for professional services marketing that can be particularly effective:

• Align your marketing plan with the firm’s strategic goals

• Focus on the value you bring, not the competition

• Utilize a blend of online and offline techniques

• Set realistic expectations the firm can meet

• Highlight your differentiators

• Showcase credibility and uniqueness, not just your identity

• Concentrate on solving the client’s challenges

Transforming the Proposal Process

One of my proudest accomplishments over the past two years has been taking greater ownership of our proposal process. Our Principals entrusted me with the freedom to envision a new proposal template and design. Before my arrival, the task of writing proposals fell largely on our firm's leadership. But now, this responsibility is mine, and I’ve embraced it fully. While I’ve always enjoyed the graphic design aspect, writing has gradually become more enjoyable too. In the AEC world, writing proposals can often feel tedious, but I’ve learned to let it energize me. I approach work and life in general with optimism, because who wants to be down all the time?

The client development side of marketing is where I truly thrive. Building relationships with potential clients is not just fulfilling; it’s also an opportunity to be the welcoming face of our firm. The architects here at Vessel do an excellent job of explaining the process, but I’ve found that my contributions in this area have also been valuable. I bring an outside perspective to meetings, helping bridge the gap between the architects and the client. My confidence in these discussions has grown as I’ve gained experience with the process as well. It’s a continuous journey of learning, but I’m proud of the progress I’ve made thus far.

Creating a Consistent Content Strategy

One of my major goals over the past two years has been establishing a consistent social media and content strategy. In order to maximize our potential reach and results, we have to be consistent, but before we could even reach that point, we needed to rethink our strategy. This meant starting from scratch in some areas and building on existing strengths in others. I introduced a monthly content plan with consistent weekly posts, such as project features, employee spotlights, and thought leadership pieces. Branding played a crucial role in this strategy as well. Vessel already had strong branding when I joined, but it was underutilized. We’ve achieved a cohesive look and feel by incorporating branded elements throughout our content, but each piece still stands on its own.

Taking over our thought leadership strategy was a daunting task. It involved everything from idea generation to execution. To be successful, we had to reinvent the wheel to produce content efficiently. Our architects often don’t have the time to prioritize writing, so we needed a faster, more effective approach. Enter the interview concept. Instead of staring at a blank screen, we hold brainstorming sessions around the topic, craft engaging questions, and simply have a conversation. We record these sessions, transcribe them, and use AI technology to convert the transcript into a rough draft. It’s like having a writing assistant, even though I’m still a marketing team of one! From there, we make extensive edits together, and the author makes the final revisions. This method has significantly increased our efficiency, enabling us to effectively share our expertise. This consistent content strategy has also allowed me to develop a newsletter for Vessel, “The Blue Dot.” All of this ties back to one of my overall goals: increasing brand awareness.

Integrating Artificial Intelligence

Vessel’s encouragement in the use of AI has provided me with opportunities to expand my knowledge base. I’ve been able to attend multiple industry-specific functions to learn about AI best practices and tools for marketing and beyond. Some of my favorite tools include:

• ChatGPT Plus

• Adobe Photoshop AI tools

• Midjourney image generation

• My Mind

• Anthropic Claude

At the end of the day, there are many ways to be a valuable asset to your firm in the AEC industry. Being adaptable and eager to learn will take you far. Confidence is also crucial—the more confident you are in your knowledge, the better you can market and represent your firm. I’m looking forward to furthering my career growth at Vessel, while expanding my knowledge in marketing and this industry. We really do create places where people flourish, me included.