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19 Oct, 2015

Make It Count Recap – Integrating and Tracking the Right Metrics

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A packed house of A/E/C marketers of all levels gathered to learn and discuss marketing metrics in the AECOM office in Arlington, VA. The event was one-part presentation and one-part panel discussion, highlighting insights from a diverse group of seasoned DC-area marketers and business development professionals.

While proposal creation is a large focus for many industry marketers, the event spent just a portion of the time focusing on proposals, as the presenter and panel dug in to the whole array of other applicable metrics. Key take-aways from the event included the following:

Setting Goals Is Crucial to Defining Metrics

There are a number of ways to track marketing success beyond winning contracts. Goals must be established up front though, so that the measures of success are clearly defined and the entire team understands what success looks like. Some potential goals could include downloads, press mentions, list growth or click-throughs.

A Long-Term Approach Is Necessary

It’s easy to get caught up in weekly meetings and monthly reports. However, the buying cycle in our industry doesn’t operate or fluctuate in such small increments. Evaluating success on marketing efforts includes regular monitoring, but also analyzing data on a longer timeframe – such as year-to-year. In order to analyze trends and make strategic marketing recommendations like pursuing new markets or making strategic hires, data must be evaluated over long timeframes and segmented in as many ways as are relevant for your firm.

Include a Call-to-Action

It’s difficult to measure ‘action’ if you don’t tell your audience what action to take. Providing a clear call-to-action in all of your marketing efforts allows for a specific metric to track. The call-to-action doesn’t have to be “Buy Now” for the campaign to be successful, but it should be something that builds the brand awareness of your firm in alignment with your overall business and marketing goals. “Learn more on our website,” is a simple example, but for more comprehensive campaigns you can drive traffic to download your ebook or join your list for information about a specific industry.

Chris Denby is the CEO of Markitecture, an AEC branding and marketing agency. His professional experience includes strategic marketing planning, branding and project management work with all types and sizes of firms within the AEC industry.

Prior to founding Markitecture, Chris served as an in-house Marketing Director for a mid-sized AEC firm and as Account Executive and strategic lead with multiple marketing agencies in the DC Metro area. Chris has a Bachelor of Architecture and a Master of Business Administration with a concentration in Marketing, both from Virginia Tech.