Technical expertise is merely table stakes in the AEC industry. How firms approach their relationship-building is the true differentiator, with the potential to completely change the game for decision-makers. Brad Thurman, Chief Marketing Officer at Wallace Design Collective, shares his experience to help firms nurture authentic relationships — and knock cold outreach down from the top of their priority list.

Brad unpacks three relationship-building principles that helped transform his firm into a powerhouse with more than 300 professionals across eight offices: prioritizing responsive communication, celebrating client milestones and aligning authentic connection with the firm’s core values. As he puts it, "It's not just a product ... It's buying into the entire life of a project."

• The ineffectiveness of cold outreach in the AEC industry, and the burden it puts on potential clients.

• Why technical competence is merely table stakes in winning business.

• Practical ways to celebrate client milestones and deepen connections.

• The importance of aligning relationship development with a firm's core values.

• Examples of simple gestures that can make big differences in nurturing long-term relationships.

Brad Thurman, P.E., FSMPS, CPSM, is a Principal and Chief Marketing Officer of Wallace Design Collective, a professional consulting firm offering structural and civil engineering, landscape architecture, surveying and assessments. He joined Wallace in 1987 and is a licensed professional engineer. Since 1998, Brad has helped lead Wallace’s marketing and business development efforts across four disciplines and eight offices. He is a past president of the Oklahoma chapter of the Society for Marketing Professional Services (SMPS), served as the 2013-2014 President on the SMPS national board, and is a past president of the SMPS Foundation board of trustees. Brad is a certified professional services marketer, was named a Fellow of SMPS in 2009 and was inducted into the SMPS Oklahoma hall of fame in 2015. He was also elected to the National Academy of Construction in 2018.

• Check out Wallace Design Collective.

• Follow Wallace Design Collective on LinkedIn, Facebook, X and Instagram

• Connect with Brad Thurman on LinkedIn

• Say hello to Michelle Calcote King on LinkedIn

This episode is brought to you by Reputation Ink.

Founded by Michelle Calcote King, Reputation Ink is a marketing and public relations agency that serves B2B professional services firms of all shapes and sizes across the United States, including corporate law firms and architecture, engineering and construction (AEC) firms.

Reputation Ink understands how sophisticated corporate buyers find and select professional services firms. For more than a decade, they have helped firms grow through thought leadership-fueled strategies, including public relations, content marketing, video marketing, social media, podcasting, marketing strategy services, creative services and more.

To learn more, visit www.rep-ink.com or email them at info@rep-ink.com today.

"We didn't want to be somebody that just came in and it was about the bottom line and the revenue. It was about being a part of the community."

In this episode, Michelle Calcote King sits down with Optima Engineering Director of Marketing & Growth Suzanne Epps to discuss why it is a mistake for AEC marketers to blindly transplant their existing strategies when entering new markets.

Through Optima's recent launch in Greenville, South Carolina, Suzanne demonstrates how becoming a true community partner — not just a service provider — creates lasting relationships that outperform traditional advertising investments. She shares practical tactics for leveraging strategic differentiators, such as sustainable design expertise and local community involvement, to build trust and credibility in new markets.

• Why simply replicating strategies from one market to another doesn't work and how Optima adapted its approach for the Greenville market.

• The strategic importance of establishing a physical office presence when entering a new market.

• How to identify and showcase measurable differentiators that resonate with clients in different markets.

• Effective ways to build brand awareness and community relationships without excessive marketing spend.

• The importance of asking questions and understanding what works in each unique community.

• How Optima leverages its expertise in sustainable design and net-zero energy solutions as a key differentiator.

• The balance between data-driven decisions and community engagement in market entry strategies.

Suzanne Epps joined Optima Engineering in 2021 and is the Director of Marketing & Growth. With more than 20 years of industry experience, Suzanne is an accomplished marketing and recruitment professional with a passion for connecting top talent with exceptional opportunities. She has developed a deep understanding of both marketing strategies and the intricacies of talent acquisition. Suzanne has a proven track record of driving successful campaigns that generate brand awareness, increase customer engagement and boost revenue. She excels in crafting compelling marketing messages, developing comprehensive marketing plans and leveraging digital platforms to reach target audiences effectively. Suzanne’s collaborative and strategic approach to marketing and recruitment has enabled her to build strong relationships with clients, candidates and colleagues.

• Check out Optima Engineering

• Follow Optima Engineering on LinkedIn and Instagram

• Connect with Suzanne Epps on LinkedIn

• Say hello to Michelle Calcote King on LinkedIn

This episode is brought to you by Reputation Ink.

Founded by Michelle Calcote King, Reputation Ink is a marketing and public relations agency that serves B2B professional services firms of all shapes and sizes across the United States, including corporate law firms and architecture, engineering and construction (AEC) firms.

Reputation Ink understands how sophisticated corporate buyers find and select professional services firms. For more than a decade, they have helped firms grow through thought leadership-fueled strategies, including public relations, content marketing, video marketing, social media, podcasting, marketing strategy services, creative services and more.

To learn more, visit www.rep-ink.com or email them at info@rep-ink.com today.

In this episode of “Spill the Ink,” Michelle Calcote King speaks with Amanda Waesch, who chairs marketing and business development at Brennan, Manna & Diamond (BMD), about navigating work-life balance in the demanding legal profession. Amanda shares her experiences developing her firm's inaugural maternity policy, advocating for flexible work arrangements and building authentic relationships with clients that respect boundaries.

The conversation explores how law firms can better support women's careers through progressive policies, the importance of setting expectations with clients and practical strategies for maintaining professional excellence while prioritizing personal commitments. Amanda offers valuable insights for attorneys at all career stages on bringing their authentic selves to work while establishing healthy boundaries.

• How to establish healthy boundaries with clients by building authentic relationships that allow for mutual respect and clear expectations.

• The importance of flexible work policies in law firms, including part-time arrangements and supportive maternity leave for both women and men.

• Strategies for saying “no” effectively while still maintaining excellent client relationships and personal well-being.

• How mentorship and transparency with junior attorneys help create cultures that support work-life balance in high-pressure legal environments.

Amanda Waesch serves as Brennan, Manna & Diamond's Marketing and Business Development Chair. She operates a national healthcare practice, focusing on healthcare, employment law, corporate law and healthcare litigation. Waesch advises all types of employers on various matters, particularly healthcare providers including hospitals and physicians.

She chairs the firm's litigation team, which is responsible for handling all reimbursement audits and appeals for healthcare clients and heads up BMD's Provider Relations, Audit, Appeals and Negotiations Unit (PRAAN). This unit manages all-payer audits, appeals, overpayments and payment extrapolations.

Waesch has practiced law since 2008 and is licensed in Florida, Ohio and Tennessee.

• Check out Brennan, Manna & Diamond

• Follow Brennan, Manna & Diamond on LinkedIn and Facebook

• Connect with Amanda Waesch on LinkedIn

• Say hello to Michelle Calcote King on LinkedIn

This episode is brought to you by Reputation Ink.

Founded by Michelle Calcote King, Reputation Ink is a marketing and public relations agency that serves B2B professional services firms of all shapes and sizes across the United States, including corporate law firms and architecture, engineering and construction (AEC) firms.

Reputation Ink understands how sophisticated corporate buyers find and select professional services firms. For more than a decade, they have helped firms grow through thought leadership-fueled strategies, including public relations, content marketing, video marketing, social media, podcasting, marketing strategy services, creative services and more.

To learn more, visit www.rep-ink.com or email them at info@rep-ink.com today.

Most AEC firms recognize research's potential and understand they can’t rely on assumptions or gut feelings to stay ahead of the curve. Still, many firms struggle to implement effective research programs that inform their strategic decisions. In this episode of “Spill the Ink,” Michelle speaks with Julie Witecki, Senior Consultant at FMI Consulting, about how research can shape market strategies and drive business growth in architecture, engineering and construction firms.

Julie introduces the “Five C’s of Context” framework: a comprehensive approach to research that examines climate, customer, competitor, collaborator, and company dynamics and considerations. She explains how firms can overcome common barriers to research adoption and turn data into practical, actionable strategies that deliver measurable ROI.

This conversation offers a preview of Julie’s upcoming session at the Society of Marketing Professional Services Southwest Regional Conference: “Navigating the Road Ahead: Translating Research into Strategy.”

• The make-or-break role of research in AEC firm success and

• How to identify and overcome adoption barriers.

• How to utilize the “Five C’s of Context” framework for comprehensive market research.

• Balancing primary and secondary data sources for maximum insight.

• How to avoid common research pitfalls and ensure actionable outcomes.

• How to integrate research into strategic planning processes.

• Resources available through FMI Consulting to support your research efforts.

With over 20 years in the construction industry, Julie is a strategy consultant, inspiring FMI’s clients to reshape market and business development practices for increased efficiency and effectiveness. She focuses on turning visionary ideas into actionable plans with measurable objectives and realistic budgets. Based in Denver, Julie has a coast-to-coast view of the construction industry. She is active in the Colorado chapter of SMPS and is a certified professional services marketer. She has also achieved the APMP Bid & Proposal Foundation-level certification and the University of Colorado Boulder Leeds School of Business customer experience certification. Julie holds an MBA from Regis University and a bachelor’s degree from the University of Colorado at Boulder.

• Check out FMI Consulting

• Follow FMI Consulting on LinkedIn, Facebook and X

• Connect with Julie Witecki on LinkedIn

• Say hello to Michelle Calcote King on LinkedIn

This episode is brought to you by Reputation Ink.

Founded by Michelle Calcote King, Reputation Ink is a marketing and public relations agency that serves B2B professional services firms of all shapes and sizes across the United States, including corporate law firms and architecture, engineering and construction (AEC) firms.

Reputation Ink understands how sophisticated corporate buyers find and select professional services firms. For more than a decade, they have helped firms grow through thought leadership-fueled strategies, including public relations, content marketing, video marketing, social media, podcasting, marketing strategy services, creative services and more.

To learn more, visit www.rep-ink.com or email them at info@rep-ink.com today.

Law firms are often seen as slow to change, but diversity, equity, and inclusion (DEI) can be powerful drivers of innovation. In this episode, Michelle Calcote King speaks with Terra Davis, Chief Diversity and Talent Development Officer at Knobbe Martens, about the business benefits of embracing DEI in law firms. She discusses how effective DEI work goes beyond the surface to create more welcoming and innovative workplaces where legal professionals want to build long-term careers.

Terra emphasizes that when DEI becomes embedded in firm culture rather than existing as a separate initiative, innovation naturally follows. She shares concrete examples, including how law firms, traditionally homogenous, can benefit from mentorship programs, flexible policies and professional development initiatives. She highlights the importance of fostering a culture that values diverse perspectives as well as how it leads to stronger attorney retention, better client relationships and, ultimately, greater innovation across the legal industry.

• The tangible ways diversity, equity and inclusion contribute to innovation in law firms.

• How mentorship programs connect people from different backgrounds and drive professional growth.

• The role of flexible work policies in supporting retention and work-life balance.

• How shifting DEI terminology can help navigate resistance and improve firm culture.

• The impact of qualitative data, like that collected during exit and stay interviews, on shaping DEI initiatives.

• How law firms can modernize policies, such as dress codes, to better align with client expectations.

• Steps anyone in a law firm can take to contribute to a more inclusive and innovative workplace.

Terra Davis is the Chief Diversity and Talent Development Officer at Knobbe Martens, where she is responsible for leading and integrating the firm’s diversity, equity and inclusion, and professional development efforts, focusing on the recruitment, retention and progression of its attorneys. Outside of Knobbe, she served as the 2020-2022 co-chair of the Legal Marketing Association’s Diversity, Equity & Inclusion Shared Interest Group. In 2024, she was elevated to the Legal Marketing Association International Board of Directors. She is also a member of the Association of Law Firm Diversity Professionals, the only organization in the legal industry dedicated to diversity practitioners. In 2024, Terra was selected to serve the California State Bar’s 10-member Council on Access and Fairness. She is a proud graduate of Howard University and received her DEI certification from Cornell University. Terra is passionate about DEI, serving marginalized communities and pushing the needle forward for change.

• Check out Knobbe Martens

• Follow Knobbe Martens on LinkedIn and Facebook

• Connect with Terra Davis on LinkedIn

• Say hello to Michelle Calcote King on LinkedIn

This episode is brought to you by Reputation Ink.

Founded by Michelle Calcote King, Reputation Ink is a marketing and public relations agency that serves B2B professional services firms of all shapes and sizes across the United States, including corporate law firms and architecture, engineering and construction (AEC) firms.

Reputation Ink understands how sophisticated corporate buyers find and select professional services firms. For more than a decade, they have helped firms grow through thought leadership-fueled strategies, including public relations, content marketing, video marketing, social media, podcasting, marketing strategy services, creative services and more.

To learn more, visit www.rep-ink.com or email them at info@rep-ink.com today.