Marketing within the Architecture, Engineering, and Construction (AEC) industry has never been more critical. As competition intensifies, AEC marketing teams face growing pressure to generate leads, nurture relationships, support business development (BD), and build strong, recognizable brands. But doing all of this in an industry that is continuously evolving—and often with limited resources—has proven to be a significant challenge for many teams. Faced with constant change, an ever-growing list of responsibilities, and the need to remain agile, many AEC marketers struggle to prioritize their efforts in ways that drive the greatest results.
The 2024 State of AEC Marketing Report provides a comprehensive look into the current landscape, offering invaluable insights based on a survey of 360 marketing professionals from firms of all sizes. These insights dig into the activities, challenges, and tools AEC marketers are relying on in today’s environment. By understanding the current state of affairs, marketing teams can better navigate the complexities of their roles and become more effective at driving growth and brand recognition.
Marketing in AEC: A High-Stakes Landscape in 2024
A major takeaway from the report is the stark reality that AEC marketing teams are often small and overworked. Regardless of firm size, a staggering 69% of survey respondents indicated that their marketing teams consist of fewer than 10 people, even at large or enterprise firms. These lean teams support a variety of critical functions across massive operations—wearing multiple hats daily. Whether it’s pursuit prepositioning, BD support, brand building, or content creation, AEC marketers are continually being stretched thin.
The strain of juggling multiple roles while delivering high-quality results can lead to burnout and frustration. The report reveals that the activities deemed most important by AEC marketers are also the most frustrating. Business development support, brand building, and content distribution were among the top activities respondents identified as essential to their firms’ success, yet these same tasks are the primary sources of stress for many marketers. This tension has serious consequences: more than half of respondents indicated they are considering a job change in the near future, underscoring the need for AEC firms to reevaluate how they support their marketing teams.
AEC Business Development and Pursuit Prepositioning
Supporting BD through pursuit prepositioning is a top priority for AEC marketing teams, and it comes with its own set of high-pressure demands. Pursuit prepositioning encompasses a wide range of tasks, from nurturing client relationships to creating essential collateral, such as presentations, project sheets, and resumes. According to the survey, 86% of respondents said they create presentation support materials for BD efforts, while 81% noted project sheets and brochures are critical components of their work.
Despite the importance of these tasks, the amount of time devoted to pursuit prepositioning varies widely depending on the size of the firm. Larger firms often spend over half their time on pursuit management, while smaller firms struggle to allocate as much time due to limited resources. This uneven distribution of focus reflects the unique challenges small marketing teams face when it comes to managing workloads, setting priorities, and supporting the rest of the organization.
Preferred Tools and Techniques to Win Work
The tools AEC marketers use to manage pursuits also play a pivotal role in their success. 67% of respondents rely on Customer Relationship Management (CRM) software, while 64% use email and calendar tools. However, many teams continue to rely on manual methods—such as spreadsheets—to track opportunities. A significant 47% of respondents noted that they still use Excel for managing pursuit data, highlighting an industry-wide need for more integrated, automated solutions.
These challenges extend beyond time management and tools. Resource constraints, both in terms of budget and staff, are a common pain point for AEC marketers—61% of respondents cited resource limitations as a major obstacle. Additionally, balancing the need to produce high-quality content with the demand for speed in meeting client deadlines is a constant struggle. With competition as fierce as ever, AEC firms must prioritize investing in their marketing teams, providing them with the support, tools, and time necessary to execute effectively.
Brand Building: A Missed Opportunity for Many AEC Firms
While supporting BD is a high-priority task, many AEC marketing teams struggle to find the time to focus on longer-term brand-building efforts. In fact, when asked how much time their teams devote to marketing strategy and brand development, 35% of respondents said less than 25% of their time is spent on these activities. This reactive approach to marketing—focusing primarily on immediate BD needs—leaves little room for proactive brand-building initiatives, which are crucial for long-term success.
The same is true for content creation, a vital aspect of establishing thought leadership and generating leads. Just under half (40%) of marketers said they spend less than a quarter of their time writing and creating new content. Considering the importance of high-quality content in driving awareness and positioning firms as industry leaders, this limited investment of time is concerning. Without fresh, engaging content, AEC firms risk falling behind their competitors in an industry where visibility is everything.
Despite the challenges, AEC marketers still prioritize measuring the success of their efforts, relying on performance metrics to gauge the effectiveness of their marketing activities. 42% of respondents said they track metrics such as lead generation and website traffic to assess their success, while softer, more long-term measures—like brand perception—are ranked much lower (26%). This focus on immediate, quantifiable outcomes may leave firms missing out on the broader benefits of sustained brand-building initiatives.
Networking and Traditional Channels: Key in AEC Marketing
While digital marketing has become the go-to strategy in many industries, traditional methods remain powerful in AEC. The report revealed that 94% of AEC marketers rely on social media as a key channel for generating leads and building awareness. However, more conventional strategies, such as sponsoring trade shows, winning industry awards, and participating in conference speaking engagements, remain highly valued. These activities often directly link to new business opportunities, explaining their sustained popularity.
Interestingly, while digital tools like blogs, webinars, and podcasts are on the rise in many industries, they remain lower on the priority list for AEC marketers. This discrepancy may be due to the more immediate results achieved through conferences and awards, where networking can lead directly to client acquisition.
Prioritizing AEC Marketing Efforts: What Comes First?
When asked to rank their marketing priorities, AEC marketers placed networking and relationship-building activities at the top of the list. This is not surprising given the industry’s reliance on personal connections to build trust and secure new projects. Whether through attending industry events or nurturing existing client relationships, face-to-face interactions continue to be central to the success of AEC firms.
Brand visibility and lead generation also ranked high on the priority list, although more technical, data-driven tasks—like targeted advertising campaigns, website optimization, and ROI measurement—ranked significantly lower. This suggests that many AEC marketing teams are so focused on short-term objectives like BD support and client engagement that they struggle to allocate time for more strategic, long-term marketing initiatives.
Overcoming AEC Challenges: Resources, Leadership, and Technology
Executing marketing campaigns in the AEC industry is not without its hurdles. The report found that 39% of respondents identified measuring ROI as their top concern, while 35% pointed to budget constraints. In an industry where every dollar counts, proving the value of marketing efforts remains a critical challenge for many teams.
Beyond financial limitations, 32% of respondents cited a lack of leadership support as a significant barrier to their success. Without buy-in from leadership, it becomes difficult for marketing teams to secure the resources they need to execute campaigns effectively. Additionally, the rapid pace of digital transformation has left many AEC firms struggling to keep up with emerging trends, further exacerbating the pressure on marketing teams to stay ahead.
Streamlining AEC Content and Data Management
One of the most time-consuming tasks for AEC marketers is managing and distributing content internally. Project sheets, resumes, and other assets are in constant demand, with 32% of marketers saying they are asked to pull content for internal teams weekly. However, many firms lack efficient processes for managing these requests, often leading to confusion and inconsistent results.
This inefficiency presents a clear opportunity for firms to implement Digital Asset Management (DAM) systems. By centralizing content storage and streamlining distribution, DAM systems can free up valuable time for marketing teams, enabling them to focus on higher-value tasks.
The situation with data management is similarly challenging. Despite accurate data’s critical role in effective marketing, 69% of respondents said they spend less than a quarter of their time managing data. Issues like incomplete or inaccurate data are widespread, with 68% of marketers citing this as a significant challenge.
The Road Ahead for AEC Marketing
The 2024 State of AEC Marketing Report paints a picture of an industry that is both dynamic and demanding. Marketing teams must find ways to balance their immediate responsibilities—like supporting BD—with longer-term brand-building efforts. However, resource constraints, inefficient processes, and a lack of leadership support are common obstacles that prevent teams from realizing their full potential.
To thrive, AEC firms must invest in their marketing teams by providing them with the tools, resources, and strategic autonomy they need to succeed. Automation, streamlined workflows, and improved data management practices will go a long way in helping teams become more efficient and focused. Additionally, marketing teams should dedicate more time to proactive brand-building initiatives, allowing them to take a more strategic approach to their work.
The future of AEC marketing is full of opportunity, but only if firms address current challenges and invest in their marketing teams.
