Recession-Proof Marketing+ BD for all sizes: Row, Row, Row Your Boat!

In these trying times, when economic conditions appear to be on a downturn, it's essential for A/E/C firms to adapt and discover innovative ways to enhance their business prospects. Whether we refer to it as a slowdown, a recession, or a soft landing, one undeniable truth remains: future billings are on the decline in many client sectors. Factors like higher interest rates and the escalating cost of construction, along with the cyclical nature of the economy, are all poised to test the resilience of A/E/C firms. While those in marketing and business development are natural planners, it's crucial to acknowledge that there are external forces that we cannot influence. Our session will provide participants with real experience examples from an array of diverse firms - small, medium, and large- about how to deal with change and financial downturns which are “human” and endemic in the industry. Rather than seeing them as an insurmountable threat, we will argue that these situations also present opportunity. Join us as we delve into multiple perspectives about their unique principles and strategies for enduring success navigating stormy seas. This session will be perfect for seasoned marketers and for those who want to transition from marketing production to marketing leadership.

Audience Takeaways

• Participants will learn key strategies to better position their firms for economic success when faced with financial downturns

• Participants will discover tools that can be utilized for more efficient and successful business development efforts

• Panel examples will detail ways marketers and marketing production can potentially elevate their positions within firms

• Learn what key skills and tactics to use to enhance efforts and rally a sense of positivity within your firm

Conference Session Tracks

• Domain Track: Planning & Business Development

• Career Track: Medium-Level

• Position Track: Marketing/Communications & Sales/Business Development

Mike Reilly, FSMPS is an independent communications and public relations consultant working with B2B clients on strategy, content, and media. In addition to his consulting and training work, Mike is an adjunct professor at Boston University, teaching "Leadership and Executive Presence' to adult learners in BU’s Center for Professional Education. He also teaches an undergrad course, 'Media Strategy and Management,' each semester since 2013 at BU's College of Communication. Mike is a past national and Boston chapter president of the Society for Marketing Professional Services (SMPS) and recipient of the SMPS Weld Coxe Marketing Achievement Award, the society’s highest individual honor. He earned an MS in Communications from Boston University and a BS in Journalism from Suffolk University.

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Maria Salvatierra is the Director of Marketing & Business Development at Wilson Butler Architects (WBA), a design firm dedicated to architecture for the arts and entertainment. With previous expertise in arts marketing and fundraising, she was drawn to WBA’s mission to build communities through the arts, prepare the artists of tomorrow, and anticipate the future of entertainment. In her role, she oversees all aspects of marketing and BD, including branding and communications. She is currently serving as the 2022/2023 Director of Outreach at SMPS Boston and is also an active member of the BSA Cultural Facilities Network. She was also a committee chair for the BSA’s Marketing/PR Network in 2019.

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Marsha Miller, Director of Client Relations at Vanderweil Engineers, a MEP/FP engineering firm, is responsible for business development and client performance reviews firm-wide. After earning an architecture degree and an MBA, Marsha began her career as an architectural drafter at leading national firms. Her pivot to A/E/C business development brought together her dual expertise, and this informed perspective enables Marsha to effectively train technical staff in client relationship management. Marsha is a member of the American Institute of Architects (AIA), Boston Society of Architecture (BSA), Society of Marketing Professional Services (SMPS), National Association for Industrial & Office Parks (NAIOP), and International Society of Pharmaceutical Engineering (ISPE) Women in Pharma. She currently serves as Director-at-Large of the Professional Knowledge Group for the AIA’s National Associates Committee; co-chairs the BSA Marketing/PR Network; and serves on NAIOP national Membership & Chapter Relations Committee. Marsha was awarded the 2023 Marketing Professional of the Year award from SMPS Boston.

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Valerie Puchades is a strategist at heart. She has over 20 years of experience helping A/E/C firms set goals and develop holistic plans to reach new business heights. As Director of Strategic Planning at CVG, she finds joy in leading firms in discovering the interconnectedness of marketing, operations, financial management, and human resources. In her role, she works with design firms nationwide to set strategy and develop and execute marketing communications plans. Valerie is a Certified Professional Services Marketer (CPSM). She is an active member of the Society for Marketing Professional Services (SMPS) and has held positions at the local, regional, and national levels. She served as President of SMPS Boston and received the SMPS Striving for Excellence Grand Prize award for Best Chapter. In 2021 she was named Marketer of the Year, SMPS Boston's highest honor.

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Abby Gillespie is the Marketing Director and an Associate Principal of the Boston studio of global design firm Perkins&Will. Drawing on over 20 years of professional experience within the AEC industry, she leads the 150-person studio to promote the value of good design to current and prospective clients through marketing, business development and communication strategies. Abby is a passionate advocate for the firm’s values-driven work and ensures clarity of messaging across the studio’s ten diverse practice areas spanning Corporate and Commercial, Health, Sports and Recreation, Education, Science and Technology, and Urban Design. At Perkins&Will, Abby is a leader within the broader marketing team and is called upon for firmwide training, mentorship, and education. She is embedded within the industry and has engaged as a committee chair for the BSA’s Marketing/PR Network and hosted Annual Awards Program panel discussions for the chapter.