AEC Marketeer

"In my view, frequency beats duration", says Ivan during our conversation about how digital marketing is changing the landscape of pre-positioning for that must-win pursuit and positioning overall for AEC firms. From defining and targeting your audience, to bringing in pieces of content your team already has on hand, Ivan understands that projects are awarded not just by cost but by the people doing the work and the proof of where you've done it before. This conversation is a great one if you want to understand where your firm can still find a competitive edge in a crowded market with very little attention-span and time to spare. Enjoy! About Ivan: Our guest today has spent over twenty years in rooms most strategists only dream of getting into. From São Paulo to Dublin, he's worked across more than 200 brands — Fortune 500 names like Bank of Ireland, L'Oréal, Red Bull, Aer Lingus, EY, Allianz and Volkswagen, right alongside founders who hadn't even picked a name yet. Today, as Strategy Director at Granite Digital, he works with senior leaders across Ireland, the UK, and the US — helping brands navigate category redefinitions, new market entries, and full-scale reinventions. Along the way, that work has picked up 29 awards — Spiders, Vegas, DMAs, Shortys in the US, and recognition from the Content Marketing Institute. Business Post even named him to a 30 Under 30 list somewhere in the middle of it all. To learn more about Ivan and his work, visit: Granite Digital: https://www.wearegranite.com/ Ivan's LinkedIn: https://www.linkedin.com/in/ivanadriel/

In this episode I'm joined by digital marketing consultant Daniela Furtado, founder of Findable Digital Marketing, to discuss how AEC firms can get discovered online. We cover the shift from traditional SEO to "GEO" (generative engine optimization) for AI tools like ChatGPT and Claude. We also chat about cross-border marketing strategy, budget prioritization, and go off a slight little tangent about MySpace's potential relaunch and whether AEC firms have any place on it. About Daniela Daniela Furtado — Digital marketing consultant, speaker, and writer specializing in architecture, engineering, and construction (AEC). Founder of Findable Digital Marketing, based in Toronto, Canada. Publishes a biweekly email newsletter on digital marketing for the AEC industry. Where to Find Daniela: Agency: Findable Digital Marketing (website and social channels) Newsletter: Biweekly, ~300 words, published every other Thursday LinkedIn: https://www.linkedin.com/in/daniela-pimentel-furtado/

In this episode Thomas and I clarify the differences between marketing and branding and talk about ways that AEC firms can use their brand and a brand strategy to differentiate themselves. We draw on best practices from B2C and B2B to brainstorm what a blue ocean strategy could look like for an AEC firm and what success looks like for a strong AEC brand. About Tom: Tom is a professor of practice, teaching Sustainability Marketing and Branding. He also advises global cities, institutions, and corporations on the development of strong brand strategies. LinkedIn: https://www.linkedin.com/in/tom-murphy-929b5730/

On this episode, Matt Singletary and I reflect on lessons from the field on leadership, team dynamics, and common misconceptions that apply surprisingly well to AEC. We talk about football, Matt's own journey to leadership, and the crossover between the NFL and AEC. About Matt: Matt Singletary is a keynote speaker, former professional athlete, and the founder of BECOME/ER — a leadership and identity platform built for people who feel like they've never been enough. After his playing career, Matt rebuilt his life at the intersection of athletic discipline, business strategy, and the deeper work of personal becoming. Today he speaks to military academies, Fortune 100 companies, universities, faith communities, and youth organizations on the principles that have shaped him: pressure doesn't reveal character — it creates it; you have always been enough; and the work always starts within. Certified by the Elite Speaking Academy under speaker coach Shon Y. Hart, Matt brings two decades of lived experience at the intersection of sport, leadership, and the work of becoming. *Links: * Website: https://mattsingletaryco.com/ LinkedIn: https://www.linkedin.com/in/matthewmsingletary/

On this very special episode, I get to interview my dad, Bill Cox about his career as a Land Surveyor. He's got some great stories about favorite projects and work he's done throughout his 40-year career. As a bonus, he also gives us a quick run-down of wine-making. If you want to learn more about Bill Cox and his work, you'll just have to re-listen to this episode because he's retired and probably hasn't logged on to his LinkedIn since he originally created it. :)