Great firms aren’t just built on great design; they thrive through smart operations, strong culture, and client-focused strategy.

Natalia Castro, COO of Saltz Michelson Architects, shares her unconventional path from crime analysis to leading operations in a 50-year-old legacy architecture firm. She explains how prioritizing internal culture directly impacts client satisfaction, why listening is an underrated business advantage, and how strategic thinking can open new market opportunities like aviation. From adapting to AI to navigating generational mentorship, Natalia offers practical and inspiring insights for firm leaders.

Her perspective blends honoring the legacy of a firm while embracing innovation, proving that operational excellence is just as critical as design expertise in creating long-term growth.

Topics discussed in this episode:

1. AEC marketing
2. COO Leadership
3. Aviation Market Strategy
4. Service-driven industry
5. Legacy Architecture

Connect with Natalia Castro, COO | Business Operator at Saltz Michelson Architects:

Website- https://www.saltzmichelson.com/

Connect with Katie: https://smartegies.com/

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People remember stories, not facts—and that’s why your case studies might be your strongest marketing tool.

Leslie Blaize, freelance content strategist and case study expert at Blaize Communications, joins host Katie Cash to dig deep into the power of storytelling in AEC marketing. Together, they explore why a well-crafted client success story is more than a nice-to-have. It’s a bottom-of-the-funnel essential that helps position your firm as a trusted partner, even in unfamiliar markets. Leslie offers practical advice on how to interview clients, repurpose content across channels, and work smarter with technical teams.

By centering your clients in the narrative and connecting strategy to storytelling, your case studies can build trust, showcase results, and win more work.

Tune in for tips that will sharpen your proposals and energize your marketing efforts.

Topics discussed in this episode:

• AEC marketing
• case studies
• client success stories
• proposal development
• storytelling in AEC
• procurement strategy

Connect with Leslie Blaize, CPSM, Blaize Communications:

LinkedIn- https://www.linkedin.com/in/freelance-writer-architecture-engineering-construction/

Website- https://blaizecommunications.com/

Connect with Katie: https://smartegies.com/

Rate, Review, & Follow on Apple Podcasts:

We hope you’re finding value in our AEC Marketing For Principals. Your feedback is important to us and we’d love to hear from you.

Here’s how you can help. Scroll to the bottom, rate our podcast with five stars, and select “Write a Review.” Let us know what you found most helpful from this episode!

And if you haven’t done so already, give the podcast a follow, and you'll be notified when new episodes come out.

Trust is no longer earned at the table; it’s built far before the meeting begins.

Marcus Sheridan joins Katie Cash to unpack how AEC firms can grow their business by becoming radically transparent and strategically human in their content. From overcoming outdated marketing norms to building trust through cost education, video, and self-service tools, Marcus lays out the new blueprint for becoming a known and trusted brand in a skeptical B2B world.

By shifting focus from "we" language to "you" language, and by daring to answer the questions clients are already asking online, firms can stand out in crowded proposals, win hearts before the shortlist, and future-proof their growth strategies.

Topics discussed in this episode:

• AEC marketing
• content marketing
• B2B trust
• sales and marketing alignment
• digital transformation
• cost transparency
• buyer journey
• trust in construction industry
• thought leadership

Connect with Marcus Sheridan, Author:

Website:https://marcussheridan.com/

Endless Customers book: https://a.co/d/7T3ce91

Connect with Katie: https://smartegies.com/

Rate, Review, & Follow on Apple Podcasts:

We hope you’re finding value in our AEC Marketing For Principals. Your feedback is important to us and we’d love to hear from you.

Here’s how you can help. Scroll to the bottom, rate our podcast with five stars, and select “Write a Review.” Let us know what you found most helpful from this episode!

And if you haven’t done so already, give the podcast a follow, and you'll be notified when new episodes come out.