14 marketing resolutions AEC firms should make in 2018

TIM ASIMOS | January 29, 2018

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Just as people everywhere are making resolutions to improve their lives both personally and professionally in 2018, why not do the same for your firm’s marketing efforts? Doing what matters most: fixing what’s broken and adding what’s missing can make your marketing more effective than ever. With the goal of improving the impact and effectiveness, here are 14 marketing resolutions to consider embracing in 2018.  Move beyond a proposal-centric, project-pursuit only approach to AEC marketing. In the AEC world, proposals are synonymous with marketing. Outside of the AEC world, proposals are a product of the sales department, not the marketing department. But while proposals do play a crucial role in helping get new business, a firm’s approach to marketing shouldn’t be focused solely on project pursuits and limited to proposals. As the industry continues to evolve, a growing emphasis needs to be placed on non-proposal marketing activities. Keep in mind that the RFP/shortlist/interview process is the final stage in what is often a 2-3+ year chase. So in 2018, look for ways that marketing can proactively support your firm’s business development efforts by reaching, engaging and nurturing prospects before the RFP is issued AND after a client is landed.

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