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MARKETING 2022 Current & Future AEC Marketing PracticesScott D. Butcher, FSMPS, CPSMPrincipal/OwnerAecumen, LLC
Scott D. Butcher, FSMPS, CPSMPrincipal/Owneraecumen, [email protected]
www.linkedin.com/in/scottdbutcher/ scottdbutcher
MEET YOUR SPEAKER
3/11/2020
2
FREEDOWNLOAD
High68%
Moderate31%
Minimal 1%
COMPETITION -TODAY
More69%
Less2%
Unchanged26%
Don't Know 3%
COMPETITION –THREE YEARS
3/11/2020
3
PERSONALIZED MARKETING
Yes 9%
No 81%
Not Familiar10%
PERSONALIZED MARKETING – CURRENT
47%
40%
13%
Highly or Somewhat Unlikely Highly or Somewhat Likely Not Sure
PERSONALIZED MARKETING – NEXT THREE YEARS
3/11/2020
4
ACCOUNT-BASED MARKETING
Is your firm currently using Account-Based Marketing?
Yes32%
No52%
Not Familiar16%
ACCOUNT-BASED MARKETING – CURRENT
3/11/2020
5
43%
39%
18%
Highly or Somewhat Unlikely Highly or Somewhat Likely Not Sure
ACCOUNT-BASED MARKETING – NEXT THREE YEARS
SOCIALMEDIA
7%
19%
51%
19%
2%
9%
48%
40%
Less than 1x Month Monthly Weekly Daily
Today 2022
SOCIAL MEDIA POSTING FREQUENCY
3/11/2020
6
94%
79%
61%
27%
53%
3% 4% 4%
90%
64%
57%
43%
60%
3% 5% 7%
LinkedIn Facebook Twitter YouTube Instagram Pinterest Google+ Other
Today 2022
UNDER 3%SnapchatSlidesharePeriscope
Flickr
SOCIAL MEDIA – PREFERRED CHANNELS
INFLUENCERMARKETING
Yes15%
No78%
Not Familiar7%
INFLUENCER MARKETING – CURRENT
3/11/2020
7
57%
26%
17%
Highly or Somewhat Unlikely Highly or Somewhat Likely Not Sure
INFLUENCER MARKETING – NEXT THREE YEARS
THOUGHTLEADERSHIP
Yes69%
No28%
Not Familiar 3%
THOUGHT LEADERSHIP MARKETING – CURRENT
3/11/2020
8
80%
4%
15%
Yes No Not Sure
THOUGHT LEADERSHIP MARKETING – NEXT THREE YEARS
55%
25%
11%
5%2% 2%
26% 25%
19%
11%7% 8%
< 10% 10% to 19% 20% to 29% 30% to 49% 50% to 75% > 75%
Today 2022
PERCENT OF STAFF CONTRIBUTING TO THOUGHT LEADERSHIP
None Awareness Consideration Decision
CONTENT FOR STAGE OF BUYING JOURNEY
Current2022
3/11/2020
9
CLIENT EXPERIENCE
Yes18%
No61%
Not Familiar21%
CLIENT EXPERIENCE STRATEGY – CURRENT
29%
54%
17%
Highly or Somewhat Unlikely Highly or Somewhat Likely Not Sure
CLIENT EXPERIENCE STRATEGY – NEXT THREE YEARS
3/11/2020
10
PROPOSAL AUTOMATION
Yes19%
No 70%
Not Familiar11%
PROPOSAL AUTOMATION – CURRENT
48%
38%
14%
Highly or Somewhat Unlikely Highly or Somewhat Likely Not Sure
PROPOSAL AUTOMATION – NEXT THREE YEARS
3/11/2020
11
COMPANY CULTURE
Yes51%
No49%
FORMAL CORPORATE CULTURE STRATEGY – CURRENT
10%
63%
55%
47%
32%
14%
Dedicated CulturePosition
C‐Suite HR Staff Marketing Staff BD Staff Other
RESPONSIBILITY FOR CORPORATE CULTURE – CURRENT
3/11/2020
12
60%
30%
10%
Highly or Somewhat Unlikely Highly or Somewhat Likely Not Sure
DEDICATED CORPORATE CULTURE POSITION – NEXT THREE YEARS
BRANDING
Yes55%
No45%
BRAND REFRESH / TOTAL REBRAND – PAST THREE YEARS
3/11/2020
13
32%
61%
6%
Highly or Somewhat Unlikely Highly or Somewhat Likely Not Sure
BRAND REFRESH / TOTAL REBRAND – NEXT THREE YEARS
23%
45%
32%
12%
49%
39%
Not Important Somewhat Important Highly Important
Now 2022
IMPORTANCE OF PERSONAL BRANDS TO CORPORATE MARKETING
PODCASTING
3/11/2020
14
Yes 2%
No98%
COMPANY PODCAST – CURRENT
77%
15%
8%
Highly or Somewhat Unlikely Highly or Somewhat Likely Not Sure
COMPANY PODCAST – NEXT THREE YEARS
VIDEO MARKETING
3/11/2020
15
Yes44%
No56%
VIDEO MARKETING – CURRENT
27%
70%
3%
Highly or Somewhat Unlikely Highly or Somewhat Likely Not Sure
VIDEO MARKETING – NEXT THREE YEARS
Yes 9%
No89%
Not Familiar 2%
LIVE VIDEO – CURRENT
3/11/2020
16
67%
24%
9%
Highly or Somewhat Unlikely Highly or Somewhat Likely Not Sure
LIVE VIDEO – NEXT THREE YEARS
WEBSITES
36%
64%
47%53%
Yes No
Now 2022
LEAD-GENERATING WEBSITE
3/11/2020
17
15%
44%
56%
6%
11%
5%
69%
Other
Videos
Better Storytelling
Live Interaction
Online RFP Generation
Online Ordering of Commodity Services
Thought Leadership
LEAD-GENERATING WEBSITE APPROACHES
VOICE SEARCH
Yes18%
No82%
VOICE SEARCH OPTIMIZATION – NEXT THREE YEARS
3/11/2020
18
MARKETING-SALESINTEGRATION
7%
48% 46%
3%
25%
73%
Not Moderate Highly
Now 2022
MARKETING-SALES INTEGRATION
6%
33%37%
17%
6%
2%
13%
52%
28%
5%
Totally PromotionFocused
Heavily PromotionFocused, SlightlyEducation‐Focused
Equally Promotion &Education Focused
Slightly PromotionFocused, HeavilyEducation Focused
Totall EducationFocused
Now 2022
MARKETING PROGRAM FOCUS
3/11/2020
19
6%
33%37%
17%
6%
2%
13%
52%
28%
5%
Totally PromotionFocused
Heavily PromotionFocused, SlightlyEducation‐Focused
Equally Promotion &Education Focused
Slightly PromotionFocused, HeavilyEducation Focused
Totall EducationFocused
Now 2022
MARKETING PROGRAM FOCUS
85%
MOST IMPORTANT
What is the single most-important marketing or business development approach this year?
3/11/2020
20
6%
7%
8%
15%
17%
17%
19%
22%
23%
31%
32%
35%
40%
41%
53%
78%
Video
Influencer Marketing
SEO
Pesonalized Marketing
Market Research
Account‐Based Marketing
Public Relations
Trade Shows
Social Media Posts
Content Marketing
Personal Selling
Thought Leadership
Branding
Client Experience
Networking
MOST IMPORTANT MARKETING & BD APPROACHES – CURRENT
14%
15%
14%
22%
22%
25%
17%
13%
13%
20%
36%
28%
48%
39%
70%
59%
6%
7%
8%
15%
17%
17%
19%
22%
23%
31%
32%
35%
40%
41%
53%
78%
Video
Influencer Marketing
SEO
Pesonalized Marketing
Market Research
Account‐Based Marketing
Public Relations
Trade Shows
Social Media Posts
Content Marketing
Personal Selling
Thought Leadership
Branding
Client Experience
Networking
Current
2022
MOST IMPORTANT MARKETING & BD APPROACHES – NEXT THREE YEARS
MOST IMPORTANT MARKETING & BD APPROACHES – NEXT THREE YEARS
Current 2022Networking [78%] Client Experience [70%]
Client Experience [53%] Networking [59%]
Branding [41%] Thought Leadership [48%]
Thought Leadership [40%] Branding [39%]
Personal Selling [35%] Content Marketing [36%]
3/11/2020
21
14%
15%
14%
22%
22%
25%
6%
7%
8%
15%
17%
17%
Video
Influencer Marketing
SEO
Pesonalized Marketing
Market Research
Account‐Based Marketing
Current
2022
MOST IMPORTANT MARKETING & BD APPROACHES – NEXT THREE YEARS
133%
114%
75%
47%
29%
47%
A/V Production
Personnel Management
Tech Savvy
Research
Design
Innovation
Time Management
Leadership
Critical Thinking
Storytelling
Written Communication
Verbal Communication
MOST IMPORTANT MARKETING & BD SKILLS – CURRENT
A/V Production
Personnel Management
Tech Savvy
Research
Design
Innovation
Time Management
Leadership
Critical Thinking
Storytelling
Written Communication
Verbal Communication
Current
2022
MOST IMPORTANT MARKETING & BD SKILLS – NEXT THREE YEARS
3/11/2020
22
A/V Production
Personnel Management
Tech Savvy
Research
Design
Innovation
Time Management
Leadership
Critical Thinking
Storytelling
Written Communication
Verbal Communication
Current
2022
MOST IMPORTANT MARKETING & BD SKILLS – NEXT THREE YEARS
Virtual Assistants
Autonomous Vehicles
Robotics
Big Data
Automation
Augmented Reality / Virtual Reality
Artificial Intelligence
MOST DISRUPTIVE TECHNOLOGIES – NEXT THREE YEARS
CRM
3/11/2020
23
Deltek35%
Cosential16%
Other22%
Homegrown10%
MS Excel8%
MS Dynamics4%
Salesforce 5%
CRM SOFTWARE – CURRENT
Deltek35%
Cosential16%
Other22%
Homegrown10%
MS Excel8%
MS Dynamics4%
Salesforce 5%
CRM SOFTWARE – CURRENT
28% Skipped
10%
15%
15%
22%
25%
25%
33%
40%
54%
No Barriers/Concerns
Other
Not Enough Licenses
Needs Higher Level of Automation
Does not Interface with Accounting/Project Database
Difficult Learning Curve
BD/Marketing Staff Do Not Enter Data
Upper Management Does Not Require CRM Use
Principals/Seller‐Doers Do Not Enter Data
BARRIERS TO EFFECTIVE CRM USE
3/11/2020
24
MARKETING LEADERSHIP
Yes46%
No54%
IS YOUR COMPANY MARKETING-LED? – CURRENT
Yes39%
No61%
WILL YOUR COMPANY BE MARKETING-LED? – NEXT THREE YEARS
3/11/2020
25
43%
34%
52%
73%
70%
84%
83%
89%
93%
26%
28%
43%
56%
62%
67%
72%
78%
82%
Information Technology
Accounting/Financial Management
Project Management
Knowledge Management
Human Resources/Recruiting
Professional Development/Training
Culture/Retention
Client Experience
Strategic Planning
Current2022
COMPANY FUNCTIONS WITH MARKETING / BD INVOLVEMENT
Yes23%
No77%
ARE YOU A SHAREHOLDER? – CURRENT
Yes23%
No77%
WILL YOU BECOME A SHAREHOLDER? – NEXT THREE YEARS
3/11/2020
26
DEMOGRAPHICS
Architecture16%
Architecture/Engineering
18%
General Construction/CM/Design‐Build
22%
Engineering29%
Geotechnical/Environmental3%
Other12%
WHICH BEST DESCRIBES YOUR FIRM?
1 ‐ 1911%
20 ‐ 4921%
50 ‐ 9918%
100 ‐ 24922%
250 ‐ 99915%
1000+13%
FIRM SIZE – FULLTIME EMPLOYEES
3/11/2020
27
Regional54%
National31%
International15%
GEOGRAPHIC SCOPE OF FIRM
1%
3%
4%
5%
10%
30%
47%
Lead Designer / Engineer / Consultant
Other
C‐Suite
Principal / Vice President / Partner
Business Development Manager / Director
Marketing / Business Development Coordinator
Marketing Manager / Director
PRIMARY POSITION
