In the ever-evolving AEC industry, staying ahead of the curve has become paramount for AEC firms, technical experts, and clients alike. This presentation explores the significance of thought leadership in our industry and its role in building reputation, driving innovation, and addressing challenges for clients.  

Through engaging case studies, survey data and data-driven analysis, this presentation explores how thought leadership and content marketing directly translates into tangible ROI.  

Whether you are an AEC marketer seeking to establish a thought leadership program or a technical expert looking for ways to showcase your expertise, this presentation offers valuable insights into how thought leadership can improve project outcomes, enhance client satisfaction, and elevate technical experts. 

Key Learning Objectives:

1. Build a Compelling Business Case for Thought Leadership: Explore survey statistics and case studies to understand how thought leadership influences senior executives' decisions and why it is crucial in the modern marketing landscape.
   
   
2. Align Thought Leadership with the Buyer's Journey: Gain insights into how thought leadership corresponds to the various stages of the buyer's journey, from awareness to decision-making, and understand its role in dynamic marketing strategies. 
   
   
3. Explore Different Types of Thought Leadership and Content: Discover the various avenues for thought leadership, including earned, owned, and paid media, and learn how to source ideas and execute thought leadership initiatives effectively. 
   
   
4. Measure Thought Leadership's ROI: Explore practical methods to measure the return on investment of thought leadership efforts, including integrating CRM, project databases, and marketing tools to attribute specific monetary value to content marketing initiatives. 

Speaker

Nicole Lane, CPSM is a dynamic AEC marketer with over a decade of experience in demand and lead generation, pursuit strategy, and content generation. Since 2011, she has served in various marketing roles. Currently, she serves as the Senior Strategic Marketing Manager at CRB, a global engineering, architecture, and construction firm specializing in the life sciences and food & beverage sectors. Nicole leads CRB's global life sciences marketing efforts, overseeing strategic planning, content marketing and external campaigns, while helping build and maintain strong client relationships.

Her career is marked by a track record of successful industry initiatives, tying marketing to project wins through ROI analysis. Nicole's expertise lies in understanding the technical intricacies of life sciences and AEC marketing, leveraging analytics to measure campaign effectiveness, and informing resource allocation for optimized strategies. She excels at collaborating with technical staff to create compelling content and turning CRB’s technical experts into brand ambassadors. 

Nicole has served on the Board for various industry organizations throughout her career including SMPS, the Design-Build Institute of America and Kansas City Area Healthcare Engineers. 

Program Timeline

11:30 AM - 12:00 PM | Registration + Networking + Lunch

12:00 - 1:00 PM | Presentation + Q&A

CEU Credit

1 Credit Hour (Domain 5)

Program Sponsor

We are seeking Program Sponsors for this event! Please contact Jennifer Lerner ([email protected]) for more information.

Tickets

$30.00 Member Ticket

$30.00 Member Ticket (Other Chapter)

$45.00 Non-Member Ticket