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 marketing
• Knowledge management
• Knowledge strategy
• AI in AEC
• Business development
• Content 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.

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 marketing
• Pursuit strategy
• Sales pipeline
• Go/no-go decisions
• Account-based marketing
• Client experience
• JE Dunn Construction

Connect 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.

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:

1. AEC marketing
2. COO Leadership
3. Aviation Market Strategy
4. Service-driven industry
5. Legacy Architecture

Connect 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.

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 marketing
• case studies
• client success stories
• proposal development
• storytelling in AEC
• procurement 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.

Trust is no longer earned at the table; it’s built far before the meeting begins.

Marcus Sheridan joins Katie Cash to unpack how AEC firms can grow their business by becoming radically transparent and strategically human in their content. From overcoming outdated marketing norms to building trust through cost education, video, and self-service tools, Marcus lays out the new blueprint for becoming a known and trusted brand in a skeptical B2B world.

By shifting focus from "we" language to "you" language, and by daring to answer the questions clients are already asking online, firms can stand out in crowded proposals, win hearts before the shortlist, and future-proof their growth strategies.

Topics discussed in this episode:

• AEC marketing
• content marketing
• B2B trust
• sales and marketing alignment
• digital transformation
• cost transparency
• buyer journey
• trust in construction industry
• thought leadership

Connect with Marcus Sheridan, Author:

Website:https://marcussheridan.com/

Endless Customers book: https://a.co/d/7T3ce91

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.

How do you build trust, attract top talent, and finally make your marketing hit home?

This time around, Katie’s chatting with Ethan Okovikas, Operations Manager at HGA, whose fashion background surprisingly led him into the world of AEC. They talk about how storytelling is at the heart of both industries. Ethan shares how firms can flex their influencer muscles with employee-generated content that feels real and relatable.

If you want your brand to connect on a deeper level, this one’s for you!

Topics discussed in this episode:

• storytelling
• user-generated content
• employee-generated content
• telling stories with design
• digital strategy
• content creation
• marketing strategy
• people behind the projects
• human touch
• brand stories

Connect with Ethan Olkovikas, Content Operations Manager, HGA:

Website: https://olkovikas.com/
LinkedIn: https://www.linkedin.com/in/eolkovikas/

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.

Want to make a real impact in your AEC business?

Today, Katie chats with Carrie Gonzalez, Director of Marketing at SSOE Group, about her journey from intern to key leader in growing the 1,500-person firm. She talks about how staying flexible and thinking outside the box helped them break into new markets. Carrie also shares how SSOE’s marketing team supports business goals and collaborates with partners to achieve even more.

Tune in for practical tips on leadership, marketing, and managing change to help drive your growth.

Topics discussed in this episode:

• modern marketing
• marketing strategy
• collaboration
• business partnerships
• AEC marketing
• leadership
• Using AI
• AI in marketing
• business goals
• marketing messaging

Connect with Carrie Gonzalez, Director of Marketing at SSOE Group:

Website: https://www.ssoe.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.

It’s easy to forget how much architects, engineers, and contractors influence our communities and daily lives.

Host Katie sits down to talk with Malory Atkinson, co-founder of the women-led firm Shear Structural, about how the AEC industry does more than just design spaces. She’s all about breaking the mold by bringing fresh energy and a startup mindset to an industry that’s ready for a shake-up. For Malory, it’s not just about the buildings—it’s about creating schools, parks, and spaces that make a real difference.

Tune in as Malory talks about the need for more diverse leadership, why women should start their own firms, and how Shear Structural is giving back to the community.

Topics discussed in this episode:

• AEC
• making impact
• marketers
• women in business
• designing spaces
• diversity in STEM
• soft skills
• professional development
• adaptive reuse
• sustainability

Connect with Malory Atkinson, CPSM, LEED GA:

LinkedIn: https://www.linkedin.com/company/shearstructural/

Website: https://shearstructural.com/

Connect with Katie

https://smartegies.com/