AEC Marketing for Principals

Katie Cash and Judy Sparks
  • 4.5 (15)
  • MARKETING
  • UPDATED WEEKLY

AEC Marketing for Principals is the go-to podcast for leaders in the commercial real estate, architecture, engineering, and construction industries who are passionate about advancing their firms through strategic marketing. Brought to you by Smartegies, the leading growth consulting firm for the built environment, this podcast dives deep into the unique challenges and opportunities faced by principals and senior leaders.

  1. JAN 28

    Preparing the Next Generation of AEC Leaders at Georgia Tech with Dr. Georg Reichard

    The future of the AEC industry is being shaped long before professionals step onto a jobsite, and it starts in the classroom. Dr. Georg Reichard shares how Georgia Tech’s School of Building Construction is reimagining construction education to better align with industry needs. From hands-on, real-world projects to a renewed focus on communication, leadership, and emerging technologies, the program is designed to prepare students who are ready to contribute on day one. The conversation explores how academia and industry can work together to strengthen the talent pipeline, adapt to rapid technological change, and ensure the next generation of construction professionals is equipped for long-term success. As the demand for skilled AEC professionals continues to grow, collaboration between educators and industry leaders has never been more important. This discussion highlights why investing in education today is essential to building a stronger, more innovative built environment tomorrow. Topics discussed in this episode: AEC educationConstruction workforce shortageGeorgia Tech building constructionConstruction leadership developmentIndustry-academia collaborationConstruction technology innovationConnect with Katie:  https://smartegies.com/ Rate, Review, & Follow on Apple Podcasts: We hope you’re finding value in our AEC Marketing For Principals.  Your feedback is important to us and we’d love to hear from you.  Here’s how you can help.  Scroll to the bottom, rate our podcast with five stars, and select “Write a Review.”  Let us know what you found most helpful from this episode!   And if you haven’t done so already, give the podcast a follow, and you'll be notified when new episodes come out.

    36 min

  2. JAN 7

    Commercial Real Estate Trends AEC Leaders Should Watch with Jue Wang

    The future of commercial real estate is being shaped by a more intentional, client-first approach that prioritizes alignment, transparency, and long-term value across every decision. As market conditions shift and expectations evolve, firms that lead with clarity and objectivity are redefining how real estate advisory supports business growth. Jue Wang shares how T. Dallas Smith & Company has differentiated itself through a conflict-free advisory model that places tenant and buyer representation at the center of its work. She discusses how office, industrial, and mixed-use trends are evolving, how technology and data are raising the bar for insight and accountability, and why deeper collaboration between real estate advisors and AEC partners is essential to delivering better outcomes for clients. This conversation offers a grounded, forward-looking perspective on what today’s decision makers value, how firms can strengthen trust through smarter advisory services, and what it takes to stay relevant as the built environment continues to evolve. Topics discussed in this episode: Client-First AdvisoryMarket TrendsReal Estate TechnologyAEC CollaborationWorkplace StrategyNext-Gen Leadership Connect with Jue Wang, Director, T. Dallas Smith & Company https://www.tdallassmith.com/ https://www.linkedin.com/in/jue-wang-ccim-b6a61851/ Connect with Katie:  https://smartegies.com/   Rate, Review, & Follow on Apple Podcasts: We hope you’re finding value in our AEC Marketing For Principals.  Your feedback is important to us and we’d love to hear from you.  Here’s how you can help.  Scroll to the bottom, rate our podcast with five stars, and select “Write a Review.”  Let us know what you found most helpful from this episode!   And if you haven’t done so already, give the podcast a follow, and you'll be notified when new episodes come out.

    34 min

  3. 12/12/2025

    Data Driven AEC Marketing And Knowledge Management with Katie Robinson

    What happens when AEC marketing owns the data story and becomes a true strategic partner to the firm? Katie Cash sits down with Katie Robinson, Chief Marketing Officer at LS3P, to unpack how a traditional proposal shop evolved into a firmwide, agency-style marketing and knowledge management team. Katie shares how LS3P aligned marketing with business strategy, centralized project data through a data manager program, and used tools like Power BI and AI to unlock insights that support both pursuit strategy and firm leadership. She also explains why open access to project data, clear security rules, and cross-functional collaboration are non-negotiables for sustainable growth. From Expert Hours that support thought leadership to an AI steering committee that protects IP and improves efficiency, Katie shares a practical roadmap that any AEC firm can start small and scale. Marketers will come away with clear strategies for strengthening relationships across the firm, earning a seat at the strategic table, and elevating marketing from a support function to a true driver of growth. Topics discussed in this episode: AEC marketingLS3PCRMPower BIAI in AECStrategic planning Connect with Katie Robinson, Chief Marketing Officer / Vice President / Principal at LS3P: https://www.ls3p.com/portfolio/katie-robinson/  https://www.linkedin.com/in/katie-schroer-robinson/  Connect with Katie:  https://smartegies.com/   Rate, Review, & Follow on Apple Podcasts: We hope you’re finding value in our AEC Marketing For Principals.  Your feedback is important to us and we’d love to hear from you.  Here’s how you can help.  Scroll to the bottom, rate our podcast with five stars, and select “Write a Review.”  Let us know what you found most helpful from this episode!   And if you haven’t done so already, give the podcast a follow, and you'll be notified when new episodes come out.

    41 min

  4. 11/13/2025

    AEC Marketing Budgeting From the Ground Up with Jason Kruger

    Consistent, ground-up financial planning is the difference between hopeful growth and profitable growth for AEC firms. Katie Cash sits down with Jason Kruger, Partner at Citrin Cooperman, to explore how AEC leaders can better align sales, marketing, and finance for intentional growth. Together, they discuss how to define success, set measurable KPIs, and build budgets from the ground up rather than relying on projections that lack real data. Jason also shares how firms can safeguard cash flow during expansion, create accountability across departments, and prepare their reporting to meet the expectations of potential buyers during an acquisition. Tune in to hear what sets financially disciplined AEC firms apart. Jason unpacks how intentional budgeting, transparent reporting, and alignment between sales, marketing, and finance drive measurable and lasting growth. Topics discussed in this episode: AEC marketingFinancial strategyRisk ManagementProfit MarginSales and Marketing AlignmentConnect with Jason Kruger, Partner at Citrin Cooperman LinkedIn: https://www.linkedin.com/in/jason-kruger-a0b159b/ Email: JKruger@CitrinCooperman.com Connect with Katie:  https://smartegies.com/   Rate, Review, & Follow on Apple Podcasts: We hope you’re finding value in our AEC Marketing For Principals.  Your feedback is important to us and we’d love to hear from you.  Here’s how you can help.  Scroll to the bottom, rate our podcast with five stars, and select “Write a Review.”  Let us know what you found most helpful from this episode!   And if you haven’t done so already, give the podcast a follow, and you'll be notified when new episodes come out.

    41 min

  5. 10/02/2025

    Knowledge Is Power: How AEC Firms Are Leveraging Data to Win Smarter with Chris Parsons

    Knowledge has become one of the most valuable assets in the AEC industry. Chris Parsons, founder and CEO of Knowledge Architecture, joins host Katie Cash to explore how firms can transform scattered project data and expertise into a true competitive advantage. Together, they discuss the rise of knowledge management as a C-suite priority, the role of AI in accelerating KM 3.0, and why structured data matters more than ever for marketing and proposals. By focusing on people, process, technology, and culture, firms can unlock smarter collaboration, sharpen their storytelling, and create systems that support sustainable growth. Topics discussed in this episode: AEC marketingKnowledge managementKnowledge strategyAI in AECBusiness developmentContent management Connect with Christopher Parsons, Founder and CEO, Knowledge Architecture: https://www.knowledge-architecture.com/ https://www.linkedin.com/in/christopherjparsons/ Connect with Katie:  https://smartegies.com/   Rate, Review, & Follow on Apple Podcasts: We hope you’re finding value in our AEC Marketing For Principals.  Your feedback is important to us and we’d love to hear from you.  Here’s how you can help.  Scroll to the bottom, rate our podcast with five stars, and select “Write a Review.”  Let us know what you found most helpful from this episode!   And if you haven’t done so already, give the podcast a follow, and you'll be notified when new episodes come out.

    50 min

  6. 09/11/2025

    Driving Impact at the Intersection of Marketing, Sales, and Strategy in AEC with JE Dunn Construction’s Lee Jarboe

    Winning more of the right work starts long before the RFP. It starts with pipeline discipline, proactive positioning, and breaking down silos. Marketer turned business developer Lee Jarboe, FSMPS, CPSM of JE Dunn Construction, shares how accurate pipeline data, smart market mix, and account-based marketing shorten the path from first touch to real conversations about client needs. With examples from large, multi-market operations, Lee explains why sales is a leading indicator, how to time resources, and when to say no so you can win better. She also makes the case for cross-functional alignment. Include marketing and BD in strategic growth talks, communicate the “why” behind pursuits, and stop the silos. The payoff is faster trust, sharper go/no-go calls, and teams that are all in when it counts. Topics discussed in this episode: AEC marketingPursuit strategySales pipelineGo/no-go decisionsAccount-based marketingClient experienceJE Dunn ConstructionConnect with Lee Jarboe, FSMPS, CPSM of JE Dunn Construction: Website- https://jedunn.com/ LinkedIn: https://www.linkedin.com/in/leejarboe/ Connect with Katie:  https://smartegies.com/   Rate, Review, & Follow on Apple Podcasts: We hope you’re finding value in our AEC Marketing For Principals.  Your feedback is important to us and we’d love to hear from you.  Here’s how you can help.  Scroll to the bottom, rate our podcast with five stars, and select “Write a Review.”  Let us know what you found most helpful from this episode!   And if you haven’t done so already, give the podcast a follow, and you'll be notified when new episodes come out.

    39 min

  7. 08/18/2025

    Building a Business, Brand, and Culture with Natalia Castro

    Great firms aren’t just built on great design; they thrive through smart operations, strong culture, and client-focused strategy. Natalia Castro, COO of Saltz Michelson Architects, shares her unconventional path from crime analysis to leading operations in a 50-year-old legacy architecture firm. She explains how prioritizing internal culture directly impacts client satisfaction, why listening is an underrated business advantage, and how strategic thinking can open new market opportunities like aviation. From adapting to AI to navigating generational mentorship, Natalia offers practical and inspiring insights for firm leaders. Her perspective blends honoring the legacy of a firm while embracing innovation, proving that operational excellence is just as critical as design expertise in creating long-term growth. Topics discussed in this episode: AEC marketingCOO LeadershipAviation Market StrategyService-driven industryLegacy ArchitectureConnect with Natalia Castro, COO | Business Operator at Saltz Michelson Architects: Website- https://www.saltzmichelson.com/ Connect with Katie:  https://smartegies.com/   Rate, Review, & Follow on Apple Podcasts: We hope you’re finding value in our AEC Marketing For Principals.  Your feedback is important to us and we’d love to hear from you.  Here’s how you can help.  Scroll to the bottom, rate our podcast with five stars, and select “Write a Review.”  Let us know what you found most helpful from this episode!   And if you haven’t done so already, give the podcast a follow, and you'll be notified when new episodes come out.

    38 min

  8. 07/28/2025

    Why Case Study Stories Matter More Than Ever with Leslie Blaize

    People remember stories, not facts—and that’s why your case studies might be your strongest marketing tool. Leslie Blaize, freelance content strategist and case study expert at Blaize Communications, joins host Katie Cash to dig deep into the power of storytelling in AEC marketing. Together, they explore why a well-crafted client success story is more than a nice-to-have.  It’s a bottom-of-the-funnel essential that helps position your firm as a trusted partner, even in unfamiliar markets. Leslie offers practical advice on how to interview clients, repurpose content across channels, and work smarter with technical teams. By centering your clients in the narrative and connecting strategy to storytelling, your case studies can build trust, showcase results, and win more work. Tune in for tips that will sharpen your proposals and energize your marketing efforts. Topics discussed in this episode: AEC marketingcase studiesclient success storiesproposal developmentstorytelling in AECprocurement strategy Connect with Leslie Blaize, CPSM, Blaize Communications: LinkedIn- https://www.linkedin.com/in/freelance-writer-architecture-engineering-construction/ Website- https://blaizecommunications.com/ Connect with Katie:  https://smartegies.com/   Rate, Review, & Follow on Apple Podcasts: We hope you’re finding value in our AEC Marketing For Principals.  Your feedback is important to us and we’d love to hear from you.  Here’s how you can help.  Scroll to the bottom, rate our podcast with five stars, and select “Write a Review.”  Let us know what you found most helpful from this episode!   And if you haven’t done so already, give the podcast a follow, and you'll be notified when new episodes come out.

    42 min
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4.5
out of 5
15 Ratings

About

AEC Marketing for Principals is the go-to podcast for leaders in the commercial real estate, architecture, engineering, and construction industries who are passionate about advancing their firms through strategic marketing. Brought to you by Smartegies, the leading growth consulting firm for the built environment, this podcast dives deep into the unique challenges and opportunities faced by principals and senior leaders.

Information

  • Creator
    Katie Cash and Judy Sparks
  • Years Active
    2019 - 2026
  • Episodes
    93
  • Rating
    Explicit
  • Copyright
    © 2026 AEC Marketing for Principals
  • Show Website
    AEC Marketing for Principals

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