Marketing for an architecture/Engineering/Construction (AEC) company can be both exciting and challenging. The industry presents opportunities to work on unique and creative projects, while presenting changes to those that work in marketing roles.
In No, Everyone's Not a Marketer, Scott Butcher, Vice President and CMO of JDB Engineering, addresses some common challenges faced by marketers in the AEC industry. Butcher's blog, which appeared in ENR's Metropolis, outlines common themes all too familiar to marketers in AEC firms.
He address the fact that technical professionals generally think they know more about marketing than marketers. Technical professionals, while critical to the marketing process, might not be the best to lead or executive marketing efforts. Butcher writes: "(technical professionals) are critical to it. But many people in these positions have a limited understanding of marketing messaging, value proposition development, brochure and website design, public relations, market research, and the many other disciplines of marketing."
Butcher asserts that AEC firms needs to trust and empower their marketing professionals and let them do the jobs they were hired to do. I couldn't agree more.
Read the Marketropolis Blog
