MARKETING 2022 Current & Future AEC Marketing Practices Scott - PDF document

3/11/2020 MARKETING 2022 Current & Future AEC Marketing Practices Scott D. Butcher, FSMPS, CPSM Principal/Owner Aecumen, LLC MEET YOUR SPEAKER Scott D. Butcher, FSMPS, CPSM Principal/Owner aecumen, llc 717.891.1393 sbutcher@aecumen.com www.aecumen.com www.linkedin.com/in/scottdbutcher/ scottdbutcher 1

3/11/2020 FREE DOWNLOAD COMPETITION -TODAY Minimal 1% Moderate 31% High 68% COMPETITION –THREE YEARS Don't Know 3% Unchanged 26% Less 2% More 69% 2

3/11/2020 PERSONALIZED MARKETING PERSONALIZED MARKETING – CURRENT Not Familiar Yes 9% 10% No 81% PERSONALIZED MARKETING – NEXT THREE YEARS 47% 40% 13% Highly or Somewhat Unlikely Highly or Somewhat Likely Not Sure 3

3/11/2020 ACCOUNT -BASED MARKETING Is your firm currently using Account- Based Marketing? ACCOUNT -BASED MARKETING – CURRENT Not Familiar 16% Yes 32% No 52% 4

3/11/2020 ACCOUNT -BASED MARKETING – NEXT THREE YEARS 43% 39% 18% Highly or Somewhat Unlikely Highly or Somewhat Likely Not Sure SOCIAL MEDIA SOCIAL MEDIA POSTING FREQUENCY Today 2022 51% 48% 40% 19% 19% 9% 7% 2% Less than 1x Month Monthly Weekly Daily 5

3/11/2020 SOCIAL MEDIA – PREFERRED CHANNELS Today 2022 94% UNDER 3% 90% Snapchat Slideshare 79% Periscope Flickr 64% 61% 60% 57% 53% 43% 27% 7% 5% 4% 4% 3% 3% LinkedIn Facebook Twitter YouTube Instagram Pinterest Google+ Other INFLUENCER MARKETING INFLUENCER MARKETING – CURRENT Not Familiar Yes 7% 15% No 78% 6

3/11/2020 INFLUENCER MARKETING – NEXT THREE YEARS 57% 26% 17% Highly or Somewhat Unlikely Highly or Somewhat Likely Not Sure THOUGHT LEADERSHIP THOUGHT LEADERSHIP MARKETING – CURRENT Not Familiar 3% No 28% Yes 69% 7

3/11/2020 THOUGHT LEADERSHIP MARKETING – NEXT THREE YEARS 80% 15% 4% Yes No Not Sure PERCENT OF STAFF CONTRIBUTING TO THOUGHT LEADERSHIP Today 2022 55% 26% 25% 25% 19% 11% 11% 8% 7% 5% 2% 2% < 10% 10% to 19% 20% to 29% 30% to 49% 50% to 75% > 75% CONTENT FOR STAGE OF BUYING JOURNEY Current 2022 None Awareness Consideration Decision 8

3/11/2020 CLIENT EXPERIENCE CLIENT EXPERIENCE STRATEGY – CURRENT Yes Not Familiar 18% 21% No 61% CLIENT EXPERIENCE STRATEGY – NEXT THREE YEARS 54% 29% 17% Highly or Somewhat Unlikely Highly or Somewhat Likely Not Sure 9

3/11/2020 PROPOSAL AUTOMATION PROPOSAL AUTOMATION – CURRENT Not Familiar Yes 11% 19% No 70% PROPOSAL AUTOMATION – NEXT THREE YEARS 48% 38% 14% Highly or Somewhat Unlikely Highly or Somewhat Likely Not Sure 10

3/11/2020 COMPANY CULTURE FORMAL CORPORATE CULTURE STRATEGY – CURRENT No Yes 49% 51% RESPONSIBILITY FOR CORPORATE CULTURE – CURRENT 63% 55% 47% 32% 14% 10% Dedicated Culture C ‐ Suite HR Staff Marketing Staff BD Staff Other Position 11

3/11/2020 DEDICATED CORPORATE CULTURE POSITION – NEXT THREE YEARS 60% 30% 10% Highly or Somewhat Unlikely Highly or Somewhat Likely Not Sure BRANDING BRAND REFRESH / TOTAL REBRAND – PAST THREE YEARS No 45% Yes 55% 12

3/11/2020 BRAND REFRESH / TOTAL REBRAND – NEXT THREE YEARS 61% 32% 6% Highly or Somewhat Unlikely Highly or Somewhat Likely Not Sure IMPORTANCE OF PERSONAL BRANDS TO CORPORATE MARKETING Now 2022 49% 45% 39% 32% 23% 12% Not Important Somewhat Important Highly Important PODCASTING 13

3/11/2020 COMPANY PODCAST – CURRENT Yes 2% No 98% COMPANY PODCAST – NEXT THREE YEARS 77% 15% 8% Highly or Somewhat Unlikely Highly or Somewhat Likely Not Sure VIDEO MARKETING 14

3/11/2020 VIDEO MARKETING – CURRENT Yes 44% No 56% VIDEO MARKETING – NEXT THREE YEARS 70% 27% 3% Highly or Somewhat Unlikely Highly or Somewhat Likely Not Sure LIVE VIDEO – CURRENT Not Familiar 2% Yes 9% No 89% 15

3/11/2020 LIVE VIDEO – NEXT THREE YEARS 67% 24% 9% Highly or Somewhat Unlikely Highly or Somewhat Likely Not Sure WEBSITES LEAD-GENERATING WEBSITE Now 2022 64% 53% 47% 36% Yes No 16

3/11/2020 LEAD-GENERATING WEBSITE APPROACHES Thought Leadership 69% Online Ordering of Commodity Services 5% Online RFP Generation 11% Live Interaction 6% Better Storytelling 56% Videos 44% Other 15% VOICE SEARCH VOICE SEARCH OPTIMIZATION – NEXT THREE YEARS Yes 18% No 82% 17

3/11/2020 MARKETING-SALES INTEGRATION MARKETING-SALES INTEGRATION Now 2022 73% 48% 46% 25% 7% 3% Not Moderate Highly MARKETING PROGRAM FOCUS Now 2022 52% 37% 33% 28% 17% 13% 6% 6% 5% 2% Totally Promotion Heavily Promotion Equally Promotion & Slightly Promotion Totall Education Focused Focused, Slightly Education Focused Focused, Heavily Focused Education ‐ Focused Education Focused 18

3/11/2020 MARKETING PROGRAM FOCUS Now 2022 52% 85% 37% 33% 28% 17% 13% 6% 6% 5% 2% Totally Promotion Heavily Promotion Equally Promotion & Slightly Promotion Totall Education Focused Focused, Slightly Education Focused Focused, Heavily Focused Education ‐ Focused Education Focused MOST IMPORTANT What is the single most-important marketing or business development approach this year? 19

3/11/2020 MOST IMPORTANT MARKETING & BD APPROACHES – CURRENT Networking 78% Client Experience 53% Branding 41% Thought Leadership 40% Personal Selling 35% Content Marketing 32% Social Media Posts 31% Email 23% Trade Shows 22% Public Relations 19% Account ‐ Based Marketing 17% Market Research 17% Pesonalized Marketing 15% SEO 8% Influencer Marketing 7% Video 6% MOST IMPORTANT MARKETING & BD APPROACHES – NEXT THREE YEARS 78% Networking 59% 53% Client Experience 70% 41% Branding 39% Thought Leadership 40% 48% Personal Selling 35% 28% Content Marketing 32% 36% Social Media Posts 31% 20% Email 23% Current 13% 22% Trade Shows 13% 2022 19% Public Relations 17% 17% Account ‐ Based Marketing 25% 17% Market Research 22% 15% Pesonalized Marketing 22% 8% SEO 14% 7% Influencer Marketing 15% 6% Video 14% MOST IMPORTANT MARKETING & BD APPROACHES – NEXT THREE YEARS Current 2022 Networking [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%] 20

3/11/2020 MOST IMPORTANT MARKETING & BD APPROACHES – NEXT THREE YEARS 17% 47% Account ‐ Based Marketing 25% 17% Market Research 29% 22% 15% 47% Pesonalized Marketing 22% 8% SEO 75% 14% Current 7% Influencer Marketing 114% 2022 15% 6% Video 133% 14% MOST IMPORTANT MARKETING & BD SKILLS – CURRENT Verbal Communication Written Communication Storytelling Critical Thinking Leadership Time Management Innovation Design Research Tech Savvy Personnel Management A/V Production MOST IMPORTANT MARKETING & BD SKILLS – NEXT THREE YEARS Verbal Communication Written Communication Storytelling Critical Thinking Leadership Current Time Management 2022 Innovation Design Research Tech Savvy Personnel Management A/V Production 21

3/11/2020 MOST IMPORTANT MARKETING & BD SKILLS – NEXT THREE YEARS Verbal Communication Written Communication Storytelling Critical Thinking Leadership Time Management Current 2022 Innovation Design Research Tech Savvy Personnel Management A/V Production MOST DISRUPTIVE TECHNOLOGIES – NEXT THREE YEARS Artificial Intelligence Augmented Reality / Virtual Reality Automation Big Data Robotics Autonomous Vehicles Virtual Assistants CRM 22

3/11/2020 CRM SOFTWARE – CURRENT MS Dynamics Salesforce 5% 4% MS Excel 8% Deltek 35% Homegrown 10% Other 22% Cosential 16% CRM SOFTWARE – CURRENT MS Dynamics Salesforce 5% 4% MS Excel 8% Deltek 35% Homegrown 10% 28% Skipped Other 22% Cosential 16% BARRIERS TO EFFECTIVE CRM USE Principals/Seller ‐ Doers Do Not Enter Data 54% Upper Management Does Not Require CRM Use 40% BD/Marketing Staff Do Not Enter Data 33% Difficult Learning Curve 25% Does not Interface with Accounting/Project Database 25% Needs Higher Level of Automation 22% Not Enough Licenses 15% Other 15% No Barriers/Concerns 10% 23

3/11/2020 MARKETING LEADERSHIP IS YOUR COMPANY MARKETING-LED? – CURRENT Yes 46% No 54% WILL YOUR COMPANY BE MARKETING-LED? – NEXT THREE YEARS Yes 39% No 61% 24

3/11/2020 COMPANY FUNCTIONS WITH MARKETING / BD INVOLVEMENT 82% Strategic Planning 93% 78% Client Experience 89% 72% Culture/Retention 83% 67% Professional Development/Training 84% 62% Human Resources/Recruiting 70% 56% Knowledge Management 73% 43% Project Management 52% 28% Accounting/Financial Management 34% Current 26% 2022 Information Technology 43% ARE YOU A SHAREHOLDER? – CURRENT Yes 23% No 77% WILL YOU BECOME A SHAREHOLDER? – NEXT THREE YEARS Yes 23% No 77% 25

3/11/2020 DEMOGRAPHICS WHICH BEST DESCRIBES YOUR FIRM? Other Architecture 12% 16% Geotechnical/Environm ental 3% Architecture/Engineerin g 18% Engineering 29% General Construction/CM/Design ‐ Build 22% FIRM SIZE – FULLTIME EMPLOYEES 1000+ 1 ‐ 19 13% 11% 250 ‐ 999 20 ‐ 49 15% 21% 100 ‐ 249 50 ‐ 99 22% 18% 26

3/11/2020 GEOGRAPHIC SCOPE OF FIRM International 15% Regional 54% National 31% PRIMARY POSITION Marketing Manager / Director 47% Marketing / Business Development Coordinator 30% Business Development Manager / Director 10% Principal / Vice President / Partner 5% C ‐ Suite 4% Other 3% Lead Designer / Engineer / Consultant 1% 27