017: Marketing Campaign Strategies that Generate New Sales Leads

How can marketing not only support sales but help sales generate new leads? This may seem like an easier task in more other industries like software or B2C companies, but is this possible in the A/E/C industry? 

Can a marketing department at an A/E/C firm develop and execute a marketing campaign that results in new sales leads for the firm? Our marketing departments are really good at increasing brand awareness and some of us are getting better at increasing engagement with our content, social media, etc. But how many of us are putting together campaigns that we can directly attribute new sales to?

There aren’t many case studies about marketing campaigns generating new sales for A/E/C firms. And, that’s why when I met Itza Acosta in my marketing cohort and she shared a story of one of their webinars, I knew I had to get her on the podcast. 

Itza is the Marketing Lead for Golder in North America. In one of our first cohort calls near the beginning of the COVID quarantine, we were sharing our stories of what we are doing now, how our firms have pivoted, and what’s working for our marketing and business development efforts. Itza mentioned a webinar that her team produced rather quickly that resulted in several new clients and projects for her firm. 

That’s when I knew I had to get her on the show so we could dig in further. So we could learn how her marketing campaign plan development helps bring in new sales leads. And, I was so happy when she agreed and how open she was with the knowledge she shares on the episode. 

In this episode, Itza’s talks about:

• Her role at Golder and how it’s different than other A/E/C marketers
• How her team determines when they need a specific and robust marketing campaign vs. traditional marketing communications
• How do you determine when you need a specific marketing campaign? Tell us about that process.
• The details of a specific marketing campaign her team developed quickly as a response to COVID-19 including the planning, execution, and follow-up stages. 
• Some of the ways she measures the success of her marketing campaigns. 
• A few best practices when working to get information from her technical staff, specifically when it comes to content for her marketing campaigns.

Today's episode is sponsored by:

• The Marketer’s Tool Kit provides a list of software tools to save time, automate your marketing processes, and reduce your stress and frustration. I compiled this list after using dozens of software products and talking to hundreds of marketers across the country. Grab your copy here: https://www.marketerstakeflight.com/themarketerstoolkit/

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