AEC Marketing for Principals

Author: Katie Cash and Judy Sparks

AEC Marketing for Principals is the go-to podcast for leaders in the commercial real estate, architecture, engineering, and construction industries who are passionate about advancing their firms through strategic marketing. Brought to you by Smartegies, the leading growth consulting firm for the built environment, this podcast dives deep into the unique challenges and opportunities faced by principals and senior leaders.
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Language: en

Genres: Business, Government, Marketing

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Inside The Modern AEC Marketer with Judy Sparks
Episode 100
Wednesday, 6 May, 2026

The old AEC marketing playbook is no longer enough, and as the AEC truth teller, Judy Sparks is here to say what the industry has been too polite to admit out loud… the way you’ve always done it is quietly costing you work. Judy Sparks, Founder and CEO of Smartegies and Amazon bestselling author of "The Modern AEC Marketer," joins Katie Cash for a candid milestone conversation. This is episode 100, and they are celebrating with some long-overdue industry truths. The way you’ve always done work as an AEC firm has changed. And it’s time for your firm to catch up. There is a disconnect between how AEC leaders think about marketing and how marketing actually works. Judy talks about the gap, from treating the marketing funnel as a discipline rather than a diagram, to why top-of-funnel investment is where most firms are quietly losing ground. She also walks through a practical alignment exercise that will quickly reveal who your firm’s highest-value customers are and how to reach them. If you are ready to advocate for a seat at the leadership table, this episode will help create a clearer path for you to get there. Connect with Judy: https://www.linkedin.com/in/judysparks/Connect with Katie: https://www.linkedin.com/in/kacash/https://smartegies.com/Grab Judy Sparks’ new book, The Modern AEC Marketer: How the Next Generation Will Lead the Industry Forward: https://a.co/d/0hNpFy1G Rate, Review, & Follow on Apple Podcasts:We hope you’re finding value in our AEC Marketing For Principals. Your feedback is important to us and we’d love to hear from you. Here’s how you can help. Scroll to the bottom, rate our podcast with five stars, and select “Write a Review.” Let us know what you found most helpful from this episode!