"Working with Sally and Artisan enabled me to move critical projects forward during a staffing challenge. Sally is productive, strategic and a team player. She possesses superior writing and communication skills. She's hardworking, trustworthy, highly motivated, thorough, thoughtful and does what it takes to get a job well done. I was so impressed by the copywriting and communications project management work on our DinoTracks exhibit that I look forward to hiring her again. Best of all, working with her is great fun!"
Building relationships: one example
Recently, I spent some time researching how firms in the AEC industry (that's shorthand for architecture, engineering and construction for folks outside the industry) have been positioning themselves. As some readers know, I spent several years working in that industry and continue to work with clients in that realm.
This is not an industry of early adopters when it comes to B2B marketing tactics. Some say it's an industry built on relationships. But I'd argue that marketing itself is all about relationships. Relationships and conversations. The savviest firms in this industry get that. They're using new tools and strategically communicating their niches. I mentioned one of them in a post I wrote for the Social Marketing 2.0 blog this week.
Check out the post here.
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The AEC software developers
The AEC software developers have been marketing and trying to up-sell the arrival of their current generation of intelligent modelers for quite a while now, however the adoption and usage has left a lot to be desired. While companies like Autodesk and Bentley have chosen to develop this functionality using their existing 2D systems as a foundation, developers like Graphisoft, Nemetschek and Revit approached the problem with ground-up 3D architectural systems.
The software developers are trying to produce design software that will model an entire building in 3D, using not just lines, circles and arcs but geometric and intelligent compound objects, such as 'virtual' doors, walls, windows etc. Each object has a graphical display component (depending on the view required - 2D/3D, British Standard symbols etc.), attribute data (as to what its parameters are, this could be cost or finish) and 'behavior'. The concept here is that these 'objects' will all interact within the developer's CAD package, with the architect or engineer creating a virtual model of the building/structure - e.g. walls will recognize windows once inserted and trim a correctly sized hole - and will heal, should a window get moved or deleted.
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