Leading With Marketing

Leadership in Marketing Topic of SMPS SERC Session

Brian Gallagher and Kimberly Kayler, CPSM will be presenting on the importance of leadership in the marketing function at the Society for Marketing Professional Services (SMPS) South East Regional Conference (SERC) in Charlotte, NC.

The Leading With Marketing presentation highlighted many of the themes in the book Gallagher and Kayler co-authored, Leading with Marketing. Published by AuthorHouse and available from amazon.com, the American Concrete Institute as well as through Hanley Wood at the World of Concrete, the book is a comprehensive resource for creating, building and managing successful AEC marketing programs.

According to Gallagher, investing in marketing initiatives can be a key driver for profitable growth for AEC firms. These marketing initiatives ultimately lead to a constant flow of new business opportunities. “We have seen first-hand the impact marketing can have on growing AEC firms,” said Gallagher. “Our presentation is designed to provide an overview and a roadmap for all involved in marketing and sales in the AEC industry.”

According to Kayler, Leading With Marketing embodies how a company approaches their business, their marketplace, and their customers. “Whether it is handled by a department or an individual, marketing is a leadership function in every AEC firm,” said Kayler. “When companies lead with marketing, they choose which markets to target, what services to offer, how to differentiate, how to communicate, and how to win.”

Based on years of actual experience with a diverse variety of companies and associations in the AEC industry, the authors wrote this book with the intent of bridging the gap between traditional marketing concepts and emerging marketing trends, while providing a contextual link to the construction business. The authors note that this is not another book about how to write a marketing plan. Rather, the mission of this book is to help change the way those in the industry think about marketing, so firms can select the right target audiences, communicate with them effectively, and create profitable opportunities. It is designed specifically as a tool for professionals in the AEC fields that are providing leadership to the marketing efforts, with a complete overview of marketing process, tools, systems and best practices. Companies that market services such as architecture, engineering and construction services; as well as companies that sell products, such as materials, systems, and other products used in construction, will find the marketing principles outlined in this book to be beneficial.

Gallagher has served in executive level marketing positions with industry leading engineering, construction and manufacturing organizations. In his roles with O’Neal, Inc, Structural Group and Williams Scotsman, he has provided strategic leadership to the sales and marketing teams. His extensive background and knowledge of the construction industry enables innovative and effective marketing programs. He frequently writes and speaks on marketing topics. In addition, he has co-founded a marketing and sales consultancy, GBM Marketing, and launched several industry-specific web portals.

Gallagher holds a bachelor’s degree in Marketing from Towson University and an M.B.A. from Loyola College. He also has served as an Adjunct Assistant Professor of Marketing at Loyola College. He has served in leadership roles for various committees with the American Concrete Institute,the Associated Builders and Contractors, the Post-Tensioning Institute, the Concrete Industry Management Program, the SC Solar Business Alliance, and other organizations. He also is a member of the Society of Marketing Professional Services.

With a journalism degree and a decade of high-level experience serving engineering, architecture and construction firms as a corporate marketing executive, as well as experience working for a full-service advertising/marketing communications agency, Kayler started Constructive Communication, Inc. in 2001 to serve the needs of technical and professional service firms. Clients include five international concrete associations; a variety of general contractors, engineers and architects from around the country; as well as firms in the aerospace, chemical and industrial sectors. Services provided by the growing Constructive Communication, Inc. team include technical writing, proposal development, public and media relations, social media and marketing/communications.

The author of more than 1,250 published articles on a variety of concrete, construction, design, marketing and other technical subjects, Kayler was the first to earn the Certified Professional Services Marketer designation in the state of Ohio from the Society of Marketing Professional Services. She is a frequent speaker on technical marketing and public relations and is a registered provider through the American Institute of Architects. Although she is a graduate of the University of Arizona, she now calls Columbus, Ohio home. She has a M.S. in Organizational Management with an emphasis in Leadership from Capella University and she is a member of SMPS and the Construction Specifications Institute. She is a volunteer with the Junior Achievement program and she serves on the Board of Director for the Dublin Foundation, the Dublin Convention & Visitors Bureau. Further, she is co-founder of the Women in Concrete Alliance (www.womeninconcrete.org).

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