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
Scott D. Butcher, FSMPS, CPSM Principal/Owner Aecumen, LLC Scott D. Butcher, FSMPS, CPSM Principal/Owner aecumen, llc 717.891.1393 sbutcher@aecumen.com www.aecumen.com
www.linkedin.com/in/scottdbutcher/ scottdbutcher
MEET YOUR SPEAKER
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High 68% Moderate 31% Minimal 1% COMPETITION -TODAY More 69% Less 2% Unchanged 26% Don't Know 3% COMPETITION –THREE YEARS
Yes 9% No 81% Not Familiar 10% PERSONALIZED MARKETING – CURRENT 47% 40% 13% Highly or Somewhat Unlikely Highly or Somewhat Likely Not Sure PERSONALIZED MARKETING – NEXT THREE YEARS
Yes 32% No 52% Not Familiar 16% ACCOUNT
43% 39% 18% Highly or Somewhat Unlikely Highly or Somewhat Likely Not Sure ACCOUNT
YEARS
7% 19% 51% 19% 2% 9% 48% 40% Less than 1x Month Monthly Weekly Daily Today 2022 SOCIAL MEDIA POSTING FREQUENCY
94% 79% 61% 27% 53% 3% 4% 4% 90% 64% 57% 43% 60% 3% 5% 7% LinkedIn Facebook Twitter YouTube Instagram Pinterest Google+ Other
Today 2022
UNDER 3% Snapchat Slideshare Periscope Flickr
SOCIAL MEDIA – PREFERRED CHANNELS
Yes 15% No 78% Not Familiar 7% INFLUENCER MARKETING – CURRENT
57% 26% 17% Highly or Somewhat Unlikely Highly or Somewhat Likely Not Sure INFLUENCER MARKETING – NEXT THREE YEARS
Yes 69% No 28% Not Familiar 3% THOUGHT LEADERSHIP MARKETING – CURRENT
80% 4% 15% Yes No Not Sure THOUGHT LEADERSHIP MARKETING – NEXT THREE YEARS 55% 25% 11% 5% 2% 2% 26% 25% 19% 11% 7% 8% < 10% 10% to 19% 20% to 29% 30% to 49% 50% to 75% > 75% Today 2022 PERCENT OF STAFF CONTRIBUTING TO THOUGHT LEADERSHIP None Awareness Consideration Decision CONTENT FOR STAGE OF BUYING JOURNEY Current 2022
Yes 18% No 61% Not Familiar 21% CLIENT EXPERIENCE STRATEGY – CURRENT 29% 54% 17% Highly or Somewhat Unlikely Highly or Somewhat Likely Not Sure CLIENT EXPERIENCE STRATEGY – NEXT THREE YEARS
Yes 19% No 70% Not Familiar 11% PROPOSAL AUTOMATION – CURRENT 48% 38% 14% Highly or Somewhat Unlikely Highly or Somewhat Likely Not Sure PROPOSAL AUTOMATION – NEXT THREE YEARS
Yes 51% No 49% FORMAL CORPORATE CULTURE STRATEGY – CURRENT 10% 63% 55% 47% 32% 14%
Dedicated Culture Position C‐Suite HR Staff Marketing Staff BD Staff Other
RESPONSIBILITY FOR CORPORATE CULTURE – CURRENT
60% 30% 10% Highly or Somewhat Unlikely Highly or Somewhat Likely Not Sure DEDICATED CORPORATE CULTURE POSITION – NEXT THREE YEARS
Yes 55% No 45% BRAND REFRESH / TOTAL REBRAND – PAST THREE YEARS
32% 61% 6% Highly or Somewhat Unlikely Highly or Somewhat Likely Not Sure BRAND REFRESH / TOTAL REBRAND – NEXT THREE YEARS 23% 45% 32% 12% 49% 39% Not Important Somewhat Important Highly Important Now 2022 IMPORTANCE OF PERSONAL BRANDS TO CORPORATE MARKETING
Yes 2% No 98% COMPANY PODCAST – CURRENT 77% 15% 8% Highly or Somewhat Unlikely Highly or Somewhat Likely Not Sure COMPANY PODCAST – NEXT THREE YEARS
Yes 44% No 56% VIDEO MARKETING – CURRENT 27% 70% 3% Highly or Somewhat Unlikely Highly or Somewhat Likely Not Sure VIDEO MARKETING – NEXT THREE YEARS Yes 9% No 89% Not Familiar 2% LIVE VIDEO – CURRENT
67% 24% 9% Highly or Somewhat Unlikely Highly or Somewhat Likely Not Sure LIVE VIDEO – NEXT THREE YEARS
36% 64% 47% 53% Yes No Now 2022 LEAD-GENERATING WEBSITE
15% 44% 56% 6% 11% 5% 69% Other Videos Better Storytelling Live Interaction Online RFP Generation Online Ordering of Commodity Services Thought Leadership
LEAD-GENERATING WEBSITE APPROACHES
Yes 18% No 82% VOICE SEARCH OPTIMIZATION – NEXT THREE YEARS
7% 48% 46% 3% 25% 73% Not Moderate Highly Now 2022 MARKETING-SALES INTEGRATION
6% 33% 37% 17% 6% 2% 13% 52% 28% 5% Totally Promotion Focused Heavily Promotion Focused, Slightly Education‐Focused Equally Promotion & Education Focused Slightly Promotion Focused, Heavily Education Focused Totall Education Focused
Now 2022 MARKETING PROGRAM FOCUS
6% 33% 37% 17% 6% 2% 13% 52% 28% 5% Totally Promotion Focused Heavily Promotion Focused, Slightly Education‐Focused Equally Promotion & Education Focused Slightly Promotion Focused, Heavily Education Focused Totall Education Focused
Now 2022 MARKETING PROGRAM FOCUS
6% 7% 8% 15% 17% 17% 19% 22% 23% 31% 32% 35% 40% 41% 53% 78% Video Influencer Marketing SEO Pesonalized Marketing Market Research Account‐Based Marketing Public Relations Trade Shows Email Social Media Posts Content Marketing Personal Selling Thought Leadership Branding Client Experience Networking
MOST IMPORTANT MARKETING & BD APPROACHES – CURRENT
14% 15% 14% 22% 22% 25% 17% 13% 13% 20% 36% 28% 48% 39% 70% 59% 6% 7% 8% 15% 17% 17% 19% 22% 23% 31% 32% 35% 40% 41% 53% 78%
Video Influencer Marketing SEO Pesonalized Marketing Market Research Account‐Based Marketing Public Relations Trade Shows Email Social Media Posts Content Marketing Personal Selling Thought Leadership Branding Client Experience Networking
Current 2022 MOST IMPORTANT MARKETING & BD APPROACHES – NEXT THREE YEARS MOST IMPORTANT MARKETING & BD APPROACHES – NEXT THREE YEARS
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%]
14% 15% 14% 22% 22% 25% 6% 7% 8% 15% 17% 17%
Video Influencer Marketing SEO Pesonalized Marketing Market Research Account‐Based Marketing
Current 2022 MOST IMPORTANT MARKETING & BD APPROACHES – NEXT THREE YEARS
133% 114% 75% 47% 29% 47%
A/V Production Personnel Management Tech Savvy Research Design Innovation Time Management Leadership Critical Thinking Storytelling Written Communication Verbal Communication
MOST IMPORTANT MARKETING & BD SKILLS – CURRENT
A/V Production Personnel Management Tech Savvy Research Design Innovation Time Management Leadership Critical Thinking Storytelling Written Communication Verbal Communication
Current 2022 MOST IMPORTANT MARKETING & BD SKILLS – NEXT THREE YEARS
A/V Production Personnel Management Tech Savvy Research Design Innovation Time Management Leadership Critical Thinking Storytelling Written Communication Verbal Communication
Current 2022 MOST IMPORTANT MARKETING & BD SKILLS – NEXT THREE YEARS
Virtual Assistants Autonomous Vehicles Robotics Big Data Automation Augmented Reality / Virtual Reality Artificial Intelligence
MOST DISRUPTIVE TECHNOLOGIES – NEXT THREE YEARS
Deltek 35% Cosential 16% Other 22% Homegrown 10% MS Excel 8% MS Dynamics 4% Salesforce 5%
CRM SOFTWARE – CURRENT
Deltek 35% Cosential 16% Other 22% Homegrown 10% MS Excel 8% MS Dynamics 4% Salesforce 5%
CRM SOFTWARE – CURRENT 28% Skipped
10% 15% 15% 22% 25% 25% 33% 40% 54% No Barriers/Concerns Other Not Enough Licenses Needs Higher Level of Automation Does not Interface with Accounting/Project Database Difficult Learning Curve BD/Marketing Staff Do Not Enter Data Upper Management Does Not Require CRM Use Principals/Seller‐Doers Do Not Enter Data
BARRIERS TO EFFECTIVE CRM USE
Yes 46% No 54% IS YOUR COMPANY MARKETING-LED? – CURRENT Yes 39% No 61% WILL YOUR COMPANY BE MARKETING-LED? – NEXT THREE YEARS
43% 34% 52% 73% 70% 84% 83% 89% 93% 26% 28% 43% 56% 62% 67% 72% 78% 82% Information Technology Accounting/Financial Management Project Management Knowledge Management Human Resources/Recruiting Professional Development/Training Culture/Retention Client Experience Strategic Planning
Current 2022 COMPANY FUNCTIONS WITH MARKETING / BD INVOLVEMENT Yes 23% No 77% ARE YOU A SHAREHOLDER? – CURRENT Yes 23% No 77% WILL YOU BECOME A SHAREHOLDER? – NEXT THREE YEARS
Architecture 16% Architecture/Engineerin g 18% General Construction/CM/Design‐Build 22% Engineering 29% Geotechnical/Environm ental 3% Other 12%
WHICH BEST DESCRIBES YOUR FIRM?
1 ‐ 19 11% 20 ‐ 49 21% 50 ‐ 99 18% 100 ‐ 249 22% 250 ‐ 999 15% 1000+ 13%
FIRM SIZE – FULLTIME EMPLOYEES
Regional 54% National 31% International 15% GEOGRAPHIC SCOPE OF FIRM
1% 3% 4% 5% 10% 30% 47% Lead Designer / Engineer / Consultant Other C‐Suite Principal / Vice President / Partner Business Development Manager / Director Marketing / Business Development Coordinator Marketing Manager / Director
PRIMARY POSITION