5 Lessons in 5 Years
Five years ago, we launched Thrower Marketing Group with a simple mission: to help AEC firm leaders understand marketing and realize its value. Since then, we’ve worked with firms of all sizes to strengthen their brands, win more work, and connect with the right clients. Along the way, we’ve seen what works—and where firms struggle.
Marketing in AEC is often approached with the best intentions, but without a clear strategy, it rarely delivers results. Many firms hand it off to a team member juggling multiple roles, post when time allows, or ramp up efforts only when work slows down. It’s understandable—AEC firms are built to deliver projects, not campaigns. But marketing isn’t just about visibility; when done right, it builds reputation, reinforces expertise, and creates long-term opportunities.
The firms that see the best results don’t just “do marketing”—they integrate it. They align it with business goals, use it to strengthen client relationships, and ensure it supports their firm’s long-term positioning.
So what sets those firms apart? After five years in the trenches, we’ve seen the patterns, the pitfalls, and the strategies that drive real results. Here are five key lessons to help firms approach marketing with more clarity, purpose, and impact.
1.People Trust People
This is why personal branding is becoming a major force in AEC. Firms that encourage their leaders, project managers, and technical staff to be visible—whether through speaking, writing, or networking—see more opportunities. A principal posting insights about project lessons learned can generate more conversations than an entire corporate marketing campaign. Firms that activate their people see stronger connections and better business development results.
2. Stop the Start-Stop Marketing Cycle
Marketing isn’t a tap you turn on when work slows down. The firms that see real results don’t wait for gaps—they market consistently. Digital, print, networking—steady efforts keep you visible before opportunities arise. Because if you only show up when you need something, you’re already behind.
3. Turn Your Marketing Inside Out
Your marketing team plays a big role, but your project managers, superintendents, and engineers shape client impressions daily. The firms that invest in equipping their teams with the right stories, tools, and messaging gain an edge—because their brand is reinforced at every touchpoint.
4. Your Firm’s Voice Matters More Than You Think
AEC firms tend to play it safe with their messaging, defaulting to generic claims about quality, experience, and teamwork. The problem? Everyone says the same thing. The firms that stand out are the ones that develop a clear, confident voice—one that reflects their real expertise, perspective, and approach to problem-solving. Your firm’s voice should sound like the people behind it, not a corporate template.
5. The Best Marketing is Often Invisible
The most effective marketing does not feel like marketing. It feels like insight, expertise, and guidance. The firms that market well are not just promoting themselves; they are adding value—sharing lessons from past projects, offering industry perspectives, and engaging in conversations that matter to their clients. The firms that focus on education, not promotion, position themselves as trusted advisors instead of vendors.
Five years in, we’re more excited than ever about the impact marketing can have in AEC. To our clients, partners, and peers—thank you for making this possible. Here’s to pushing boundaries, breaking marketing myths, and helping more firms win.
