AEC Marketeer

"In my view, frequency beats duration", says Ivan during our conversation about how digital marketing is changing the landscape of pre-positioning for that must-win pursuit and positioning overall for AEC firms. From defining and targeting your audience, to bringing in pieces of content your team already has on hand, Ivan understands that projects are awarded not just by cost but by the people doing the work and the proof of where you've done it before. This conversation is a great one if you want to understand where your firm can still find a competitive edge in a crowded market with very little attention-span and time to spare. Enjoy!

About Ivan:
Our guest today has spent over twenty years in rooms most strategists only dream of getting into.

From São Paulo to Dublin, he's worked across more than 200 brands — Fortune 500 names like Bank of Ireland, L'Oréal, Red Bull, Aer Lingus, EY, Allianz and Volkswagen, right alongside founders who hadn't even picked a name yet.

Today, as Strategy Director at Granite Digital, he works with senior leaders across Ireland, the UK, and the US — helping brands navigate category redefinitions, new market entries, and full-scale reinventions.

Along the way, that work has picked up 29 awards — Spiders, Vegas, DMAs, Shortys in the US, and recognition from the Content Marketing Institute. Business Post even named him to a 30 Under 30 list somewhere in the middle of it all.

To learn more about Ivan and his work, visit:
Granite Digital: https://www.wearegranite.com/
Ivan's LinkedIn: https://www.linkedin.com/in/ivanadriel/

In this episode I'm joined by digital marketing consultant Daniela Furtado, founder of Findable Digital Marketing, to discuss how AEC firms can get discovered online. We cover the shift from traditional SEO to "GEO" (generative engine optimization) for AI tools like ChatGPT and Claude. We also chat about cross-border marketing strategy, budget prioritization, and go off a slight little tangent about MySpace's potential relaunch and whether AEC firms have any place on it.

About Daniela

Daniela Furtado — Digital marketing consultant, speaker, and writer specializing in architecture, engineering, and construction (AEC). Founder of Findable Digital Marketing, based in Toronto, Canada. Publishes a biweekly email newsletter on digital marketing for the AEC industry.

Where to Find Daniela:

• Agency: Findable Digital Marketing (website and social channels)
• Newsletter: Biweekly, ~300 words, published every other Thursday
• LinkedIn: https://www.linkedin.com/in/daniela-pimentel-furtado/

In this episode Thomas and I clarify the differences between marketing and branding and talk about ways that AEC firms can use their brand and a brand strategy to differentiate themselves. We draw on best practices from B2C and B2B to brainstorm what a blue ocean strategy could look like for an AEC firm and what success looks like for a strong AEC brand.

About Tom:
Tom is a professor of practice, teaching Sustainability Marketing and Branding. He also advises global cities, institutions, and corporations on the development of strong brand strategies.

LinkedIn: https://www.linkedin.com/in/tom-murphy-929b5730/

On this episode, Matt Singletary and I reflect on lessons from the field on leadership, team dynamics, and common misconceptions that apply surprisingly well to AEC. We talk about football, Matt's own journey to leadership, and the crossover between the NFL and AEC.

About Matt:
Matt Singletary is a keynote speaker, former professional athlete, and the founder of BECOME/ER — a leadership and identity platform built for people who feel like they've never been enough.
After his playing career, Matt rebuilt his life at the intersection of athletic discipline, business strategy, and the deeper work of personal becoming. Today he speaks to military academies, Fortune 100 companies, universities, faith communities, and youth organizations on the principles that have shaped him: pressure doesn't reveal character — it creates it; you have always been enough; and the work always starts within.
Certified by the Elite Speaking Academy under speaker coach Shon Y. Hart, Matt brings two decades of lived experience at the intersection of sport, leadership, and the work of becoming.

*Links: *
Website: https://mattsingletaryco.com/
LinkedIn: https://www.linkedin.com/in/matthewmsingletary/

On this very special episode, I get to interview my dad, Bill Cox about his career as a Land Surveyor. He's got some great stories about favorite projects and work he's done throughout his 40-year career. As a bonus, he also gives us a quick run-down of wine-making.

If you want to learn more about Bill Cox and his work, you'll just have to re-listen to this episode because he's retired and probably hasn't logged on to his LinkedIn since he originally created it. :)

AI-generated content is flooding the internet, making it harder for audiences to distinguish real from fake (deepfakes, AI-written articles, synthetic video/audio). People were already becoming skeptical of what they read on Google, websites, and social media, and now AI-content has driven consumer trust in online content to historic lows. For marketers, this means driving online leads and standing out as credible is much more difficult. In this episode, Katie and I talk about ways brand journalism and human-centered storytelling can help cut through the "AI Slop" by using things AI can't develop - real interviews, quotes, stats, anecdotes, and case studies. We also talk about how to approach this journalistic style of content creation in a way that facilitates meaningful connection.

*About Katie Wagner: *
Katie Wagner spent 15 years as a television and radio journalist, working for news outlets all over the world, including ABC, CBS, Fox, CNN & National Public Radio. As a professional storyteller, Katie knows how to engage an audience and build credibility, and she believes those skills are just as valuable for business owners as they are for journalists. Today, Katie owns a full-service digital marketing agency made up of journalists like herself. The agency, KWSM, was founded in 2010, and specializes in lead generation, content creation, social media management, digital advertising, website design, and SEO. They work with clients like Mitsubishi, Anthem Blue Cross, F45 Fitness Studios, Rakuten, Caesar’s Entertainment, Lorna Jane Active Wear, and small to mid-sized companies across the country. KWSM has offices in Orange County, CA, San Diego, CA, Atlanta, GA and Las Vegas, NV. Katie also works as a consultant, helping businesses integrate digital marketing into their traditional marketing plans. She is a popular speaker, and regularly gives keynote presentations and leads workshops and breakout sessions for both corporate and small business audiences. Katie lives in San Diego, CA with her husband and their 6 rescue dogs.

Links:
Website: https://kwsmdigital.com/
LinkedIn: https://www.linkedin.com/in/katiewagnerkwsm/

Blair Huddy has been in B2B marketing and PR for over 15 years, and in this episode we chat about why press releases are having a quiet comeback thanks to AI, how LinkedIn actually works (it's closer to TikTok than you'd think), and what it takes to build an audience that genuinely wants to hear from you. Blair also shares how she approaches contrarian takes without burning professional bridges, what LinkedIn jail actually looks like, and why writing the way you talk is still the most underused strategy on the platform.

Links
Website: https://hudsondaviscommunications.com/
LinkedIn Profile: https://www.linkedin.com/in/blairhuddy/

Frank Lazaro joins the show to share his practical, ROI-driven approach to AI adoption. With 20+ years of leadership experience, Frank breaks down why marketers need to stop obsessing over creation and start thinking like their leaders — in hours, heads, and billable rates. He walks us through the "Finding 12 Minutes" concept, the evolution of how organizations are thinking about AI, and why the biggest barrier to adoption isn't the technology at all.

About Frank:
Frank Lazaro is a visionary strategist and persuasive executor. A best-selling author, inventor, and keynote speaker, he is recognized for his expertise in artificial intelligence and innovation. With more than 20 years of leadership experience, Frank advises organizations on adopting innovative strategies to accelerate growth and efficiency. He is the author of Finding 12 Minutes, Building an AI-Ready Organization, and other works, and is known for delivering practical, actionable insights to audiences worldwide.

Where to see Frank:
ACEC Alaska conference at the end of April 2026
AEC.ai conference 2026
SMPS Ampilfy conference 2026
AEC Elevate conference

In this episode, I chat with Patrick Black, the social media manager behind Baker's Construction Services in Bluff City, Tennessee. Patrick takes us through his journey from working in construction and sales to becoming the guy who grew Baker’s Facebook following from 600 to a jaw-dropping 72,000 and got their content in front of over 80 million people.

We dig (pun intended) into Patrick’s creative approach to social media and online marketing—how he uses storytelling, stunning visuals, and a deep understanding of his audience to highlight the incredible work his team does. He also shares the unforgettable story of Hurricane Helene in 2024, when catastrophic flooding hit Northeast Tennessee. Patrick explains how his company was ready—not just to help with recovery efforts but to document and share the story of resilience and hope through social media.

He also highlights how many companies in the construction industry either don’t have a social media presence or aren’t using it effectively. Social media has become a key way people research businesses, offering a chance to show what you do and build a connection with your audience. Gaining followers is more than just a number—it’s about creating a channel where people actively choose to stay informed about your work. Patrick drops a key takeaway: “If the world searched for you in a search bar tomorrow—whether it’s on social media, Google, or whatever—would you be happy with what they find? Is it accurate and up-to-date?” That readiness, combined with a consistent content strategy, made all the difference for Baker’s.

From drone shots to time-lapse videos, Patrick shows how he turned a small-town construction company into a social media powerhouse. Whether you’re a marketer, a construction fan, or just love a good story about innovation and grit, this episode is packed with inspiration and practical tips. Ya dig?

More about Patrick and Baker's Construction can be found here:
website: https://www.bakersconstructionservices.com/
Patrick's LinkedIn: https://www.linkedin.com/in/patrick-black-211023b3/
BCS' Instagram: https://www.instagram.com/wedigbcs/

In this special crossover episode with Ayo Abbas from the Built Environment Marketing Show, we’re diving into the fascinating differences between AEC marketing in the US and UK. From the clichés that hold firms back to the bold moves marketers should embrace, this episode is packed with laughs and actionable advice. Plus, we play a few fun games to decode the quirks of the AEC industry and share some behind-the-scenes stories from our careers.

This is Part 1 of the episode where I interview Ayo, and if you want to check out Part 2 where Ayo interviews me on her show, head to The Built Environment Marketing Show.
Link to that episode is here: https://www.abbasmarketing.com/marketing-podcast/uk-us-aec-marketing-ai
Ayo's Website: https://www.abbasmarketing.com

Join us as we cover the final two episodes of On Brand Season 1!

On this recap we cover Episodes 5 and 6 of On Brand - enjoy!

Recap of "On Brand" episodes 3 and 4 - enjoy!

This is the first of a mini-series Courtney Miller and I are doing to keep things a little more light and fun this Holiday season where we apply lessons from the show to AEC marketing. Enjoy!

In this episode, I share key takeaways from a recent leadership course, including career anchors and personality assessments, and how they can shape your approach to work and leadership. Plus, I’m kicking off a fun mini series with my friend Courtney Miller, where we’ll chat about the marketing reality show On Brand and explore how its lessons apply to the AEC industry.

In this episode, we dive deep into the power of generative AI with Brad Thompson, Business Solutions Director at SDB Contracting Services. With over 20 years of experience bridging marketing, IT, and app development, Brad shares his passion for efficiency, innovation, and problem-solving.

We explore:

• The difference between prompt engineering and context engineering and how to master both.
• Practical applications of AI in the AEC industry, from simplifying technical jargon to creating high-impact proposals.
• Tools like Notebook LM, custom GPTs, and automation platforms that are revolutionizing workflows.
• The surprising ways AI can enhance social media, business development, and even interview prep.
• Insights on balancing risk and reward when using AI for sensitive information.

Brad also shares his favorite tools, tips for automating tedious tasks, and how AI is helping professionals focus on what truly matters. Whether you're an AI enthusiast or just starting to explore its potential, this episode is packed with actionable insights and inspiration.

Did you know 95% of people will look up your company online before making a decision? In this episode, we explore the world of construction marketing with Perryn Olson, a fractional CMO who’s helping AEC companies maximize ROI and stay competitive in the digital age. From the surprising findings of the 2025 Construction SEO Report to the game-changing role of AI in search, this conversation is a must-listen for anyone in the industry. Tune in to learn why SEO is no longer optional—and how to make it work for your business!

About Perryn Olson, FSMPS, CPSM, CCMP:
Perryn is a marketing strategist that understands how to drive profitability, grow efficiency, and maximize ROI. He is a Fractional Chief Marketing Officer (CMO) focused on Construction and ConTech companies at AltCMO. Perryn is also an SMPS Fellow, CPSM, and certified with the Construction Marketing Association. Perryn is the past president of SMPS Southeast Louisiana and a member of the chapter's hall of fame, and past co-chair for SMPS Southern Regional Conferences (SRC).

Links:
LinkedIn: https://www.linkedin.com/in/perryn/
Website: https://altcmo.net/
Podcast: https://www.youtube.com/@AltCMO.
2025 Construction SEO Report: https://altcmo.net/news/2025-construction-seo-report/

Whether you're a Swiftie or not, Taylor Swift's influence on global spending and the marketing strategies behind her success are impossible to ignore. In this episode, Deirdre Booth and I explore how AEC firms can draw inspiration from Taylor Swift's innovative marketing tactics to create their own opportunities for growth.

Are you ready to upgrade your marketing efforts in professional services with a podcast? Maybe you're on the fence?
In either case, John Tyreman, founder of Red Cedar Marketing and co-host of the Breaking BizDev podcast, has got you covered!
In this episode, John shares strategies for using podcasts to build trust, expand networks, and create endless marketing content. From his early days launching shows during the pre-COVID era to navigating today's video-first landscape, John reveals the best practices that separate successful podcast operations from those that fade away after just a few episodes.

What You'll Learn:

• When (and why) your business should launch a podcast
• The host qualities that make or break podcast success
• How video podcasting is reshaping content discovery
• Streamlined workflows using tools like Riverside, Descript, and AI-powered platforms
• The guest experience framework that turns interviews into lasting business relationships
• Monetization strategies beyond traditional sponsorships

Whether you're a leader considering a podcast for your firm or a marketing professional looking to optimize your content strategy, this episode delivers actionable insights you can implement immediately.

About John:
John Tyreman is the founder of Red Cedar Marketing and co-hosts the Breaking BizDev podcast. John and his team help experts and firms use podcasting to build trust with buyers, grow their networks, and create endless marketing content.

Links!
Red Cedar Marketing: https://www.redcedarmarketing.com/
John Tyreman on LinkedIn: https://www.linkedin.com/in/johntyreman/
Breaking BizDev Podcast: https://www.breakingbizdev.com/

Having a hard time finding and keeping top marketing talent in the AEC industry? You’re definitely not alone. In fact, it’s one of the biggest headaches firms are dealing with right now.

In this episode, we’re tackling that challenge head-on and sharing one game-changing approach: creating clear paths for upward mobility within your firm. We’ll chat about smart ways to find talent where they already are and how investing in their growth can completely transform your team.

About Skip:
Skip is a principal and vice president of marketing at Coffman Engineers. In this role, he oversees the company-wide strategic marketing, communication, and branding efforts, and supports ongoing company growth in geographic reach, markets served, and engineering capabilities.
Skip has been a marketer in the AEC industry since 2006. He was the founding president of the Society for Marketing Professional Services (SMPS) Alaska Chapter, and has served in various board and committee positions for numerous organizations. He holds a Master of Professional Communications in marketing communication and a Bachelor of Science in graphic and multimedia technology.

Website:
https://www.coffman.com/
Linkedin: https://www.linkedin.com/in/skipbourgeois/