- This event has passed.
Learning Lab: Marketing 2022: Current and Future A/E/C Marketing Practices
March 12, 2020 @ 12:00 pm - 1:00 pm
 Kris Boesch Founder & CEO Choose People |
 Katie Cash SVP of Accounts SMartegies |
 Dylan Keller, CHC VP of People Warfel Construction |
 Troy Parkinson Principal SagePresence |
Driving consistent growth in the construction industry takes more than flawless execution, it requires a culture rooted in alignment, trust, and human connection.
While AI and automation are transforming how firms handle data, generate proposals, and manage operations, they’re not the whole story. The firms winning work now -and in the future – are those investing in their people & their soft skills. In this session, we’ll explore how leading AEC companies are blending technology with human-centered strategies to create a business development culture built to last.
Through real examples and expert insights, we’ll dive into the soft skills and cross-team alignment that truly differentiate a firm: communication, trust-building, adaptability, and leadership. We’ll also discuss how technology can elevate, not replace , the human side of your brand.
This is not another AI panel. This is about what AI can’t replicate, and why investing in people is the smartest strategy of all.
Key takeaways
 Eric Liou Chief Product Officer OopenAsset |
 Rachelle Ray Head of AEC Marketing Innovation OpenAsset |
 Hillary Zondlak Director of Product Management OpenAsset |
Proposals are the driving force behind AEC growth, but the process often feels rushed, repetitive, and reactive. From chasing down boilerplate content to manually managing compliance and scope requirements, marketers and business development teams are pulled in too many directions, and results suffer.
It’s time to set a new standard in proposal management – and swap the inefficiencies and burnout for streamlined processes and higher win rates.
In this session, you will learn 6 key strategies to modernize your proposal planning process and reduce time spent on repetitive tasks so you can focus on positioning, storytelling, and pursuit strategy – the work that truly wins business. We will explore how new approaches to content lifecycle, RFP analysis, and collaboration with technical teams, as well as strategically leveraging AI in the right places, can help you create stronger, more compelling proposals in less time.
Join us and learn how to:
Whether you work on proposals daily or collaborate with others who do, you will leave this session with a new approach to proposal management that helps you ease the burdens while maximizing chances of success. Q&A to follow. Register now!
The AI landscape for A/E/C
Hands-on AI tools for A/E/C professionals
Automating workflows & boosting efficiency
AI for competitive advantage
Data security & ethical AI use
We're looking forward to hosting you at the AEC.AI™ networking reception on XX at XX on level XX of the Sheraton Denver Downtown 1550 Court Place, Denver, CO 80202. We'll see you then!
In an era of accelerating disruption, marketing and business development professionals are no longer simply supporting growth—they are driving it. This inaugural SMPS Foundation / FMI research reveals the emerging trends reshaping the way A/E/C firms communicate, compete, and connect with clients across the United States and Canada.
Through a mix of surveys and in-depth interviews with industry leaders, and analysis of transformative trends from sectors like tech, finance, and consumer marketing, this study answers critical questions: How are client expectations evolving? What strategies are helping firms win work in tighter markets? How should teams be structured for the future? And what innovations from outside the industry deserve our attention now?
This session will share findings from the SMPS Foundation sponsored report and ideas on how to use these trends to transform business. Attendees will gain practical, future-focused insights into how firms are adapting to change—both inside and out—and walk away with fresh ideas to elevate their strategy, storytelling, and client engagement in the months and years ahead.
| Rachelle Ray Head of AEC Marketing Innovation OpenAsset |
The current adoption of AI tools in AEC marketing has largely focused on efficiency and using tools to automate and optimize existing workflows. But as AI capabilities evolve, are we simply accelerating outdated processes? Rather than fitting AI into traditional workflows, should we be rethinking workflows altogether?
One of the biggest challenges in AEC marketing is collaboration with subject matter experts (SMEs). And this is a pain point AI alone won’t solve. No matter how much we optimize workflows, many SMEs remain resistant to marketing efforts and learning new technologies. If we can’t get them to collaborate with us now, how do we get them to engage with AI-driven processes? Should we rethink the way we collaborate altogether?
This session will explore how AI is reshaping collaboration, strategy, and execution in AEC marketing. It will challenge attendees to move beyond AI-powered efficiency and start considering AI-driven transformation, to rethink workflows, collaboration, and even the structure of AEC marketing teams.
Prepare to learn about:
Shive-Hattery is redefining its value proposition by placing expertise at the heart of its growth and recruitment strategy. By aligning learning and development, knowledge management, recruiting, and marketing, the firm accelerates business development while positioning itself as a destination employer.
In this session, Marketing Director Greg Kanz and Amy Anderson, Knowledge Manager, will share how Shive-Hattery is leveraging initiatives like Shive-Hattery University, AI-powered internal search, and firmwide knowledge-sharing efforts to scale expertise and deepen collaboration. They’ll also highlight programs like the Emerging Professionals Program, designed to engage early-career staff in meaningful, hands-on learning.
Attendees will learn how this integrated approach supports business growth and talent attraction, creating a culture where learning fuels long-term success.
About Greg S. Kanz
Greg Kanz, APR, CPSM, is marketing director at Shive-Hattery. His integrated corporate marketing team includes recruiting, knowledge management, visual communications, digital marketing, and public relations. Greg serves as a “dean” of Shive-Hattery University and helps with learning and development initiatives across the 600-person firm.
About Amy Anderson
As Knowledge Manager at Shive-Hattery, Amy is committed to cultivating a culture of knowledge sharing and continuous learning. In this role, she leads efforts to exchange, organize and surface knowledge across the firm, empowering employees to engage in meaningful conversations and drive strategic initiatives. A natural connector and systems thinker, she blends empathy with curiosity to create solutions that help teams work smarter and more effectively.
Client Experience (CX) is no longer a buzzword—it's becoming a core business function reshaping how AEC firms grow, compete, and thrive. For example, firms that measure ROI of CX are 94% more likely to have above-average growth and 113% more likely to have above-average profitability.
Until now, industry-wide benchmarks and best practices have been elusive. This session unveils findings from a landmark SMPS Foundation research conducted by Client Savvy, a Clearly Rated Company. Drawing from responses across the AEC landscape, this first-of-its-kind initiative explores how firms are structuring, funding, and operationalizing CX initiatives—and more importantly, what the most successful firms are doing differently to achieve measurable results.
Join us as we dive deep into the report and extract the most impactful trends and benchmarks from the research.
Learning Objectives
 Duncan H. Robertson, CPSM Director of Marketing and Business Development Tamarack Grove Engineering |
Join me for a deep dive into the art of building genuine, quality relationships in the professional realm through the lens of emotional intelligence. In this session, we'll explore the importance of connecting with people on an emotional level before discussing business opportunities. Learn to understand what truly motivates individuals and how to intertwine storytelling with emotion to captivate and connect.
Discover the value of taking time to authentically get to know someone, hearing and comprehending their unique challenges. We'll discuss strategies for putting yourself in another's shoes to gain perspective and how this approach can lead to more meaningful interactions, and ultimately more work for your firm. We'll also cover the significance of creating long-lasting relationships by knowing your connections personally, professionally, and emotionally, and how to tailor your communication to their preferred methods of connection.
By the end of this session, you'll walk away with actionable insights on using emotional intelligence to not only enhance your professional relationships but to also enrich your personal growth and business development strategies, all positively impacting your firm’s bottom line.
About Duncan H. Robertson, CPSM
Duncan Robertson, CPSM, is a BD and marketing professional who has dedicated his career to the A/E/C industry. Duncan has made significant contributions at Tamarack Grove Engineering in just a few quick years, and also co-founded SMPS Idaho, presented at AmplifyAEC, and led his firm to win 10+ national marketing achievement and best firm awards through SMPS and Zweig Group. He served as President of SMPS Idaho, PR Chair/co-founder for ACE Mentor Program of Idaho, and helped on various subcommittees with AmplifyAEC and SMPS PRC, including 2024 Program Lead for AmplifyAEC. Duncan has a passion for making a difference in the lives of others through content creation, strategic planning, and building meaningful connections. Being recognized as the first Emerging Leader of the Year by SMPS and a Rising Star by Zweig Group in 2024, Duncan is committed to making a positive impact on the A/E/C industry.
 Eva Medilek Certified High-Performance Coach Optimize You High-Performance Coaching |
In high-pressure environments, differences in perspective can either deepen collaboration or derail it. Effective leaders know that the difference often comes down to one thing: how well they listen. In this engaging and interactive session, participants will explore the leadership skill most people overlook, the ability to listen deeply, especially when the stakes are high.
Attendees will learn how to lead through disagreement, increase emotional intelligence, and foster inclusion by applying a practical listening framework. The session will explore the Ladder of Inference to help leaders identify and challenge assumptions in real time, improving clarity, trust, and decision-making. Participants will also learn how to ask powerful questions that unlock insights and move teams forward.
Whether managing conflict, giving feedback, or navigating diversity of thought, this session equips leaders to stay engaged, curious, and confident, even when conversations are uncomfortable.
About Eva Medilek
Eva Medilek, founder of Optimize You High-Performance Coaching, is a multi-award-winning executive leadership trainer, #1 best-selling author, renowned international speaker, and successful real estate investor.
As a Brendon Burchard certified high-performance coach, ICF-trained coach, and diversity and inclusion communications expert, Eva delivers holistic leadership and communication coaching programs to individuals, teams, and organizations. Her transformative coaching enables clients to reach and sustain optimal performance metrics while achieving success in all areas of life.
Eva develops high-performing leaders and teams by creating environments that increase engagement and innovation. She empowers leaders to improve collaboration, resolve conflicts effectively, and build trust across diverse teams.
With her signature Human Relationship Style Assessment™, Eva helps clients identify and eliminate performance-sabotaging habits, paving the way for greater personal and professional achievement.