Marketers Take Flight
Welcome to Marketers Take Flight, the podcast that empowers AEC marketing professionals to elevate their careers and personal lives. Hosted by Lindsay Diven, CPSM, an industry veteran and Full Focus Certified Pro, this show goes beyond traditional marketing tips to cover productivity, mindset, personal development, life planning, and managing people—all tailored for the AEC industry.
If you're ready to transform your approach to work and life, tune in for insights and strategies that address:
*How to boost productivity and achieve work-life balance
*Personal development techniques for AEC marketers
*Life planning and goal setting inspired by Michael Hyatt’s principles
*Effective strategies for managing and leading marketing teams
*Building a growth mindset for career success
*Enhancing personal and professional development in the AEC industry
*Tips for training new AEC marketing coordinators and managers
Join me as we explore holistic strategies to thrive both professionally and personally, helping you take flight in your AEC marketing career.
Marketers Take Flight
148: The Vital Role of Mentorship for AEC Marketers
Do you remember the first time someone took you under their wing in the AEC world? Or maybe you're dreaming of being that guiding light for someone else? Well, you're in for a treat! Today, we're diving deep into the heart of mentorship in the AEC industry with the fabulous GinaRenee Autrey. She’s joining us again to spill the tea on all things mentorship – the ups, the downs, and everything in between.
In this episode, GinaRenee opens up about the incredible power of mentorship. We chat about how creating a safe and supportive space can transform the dynamics of a team, fostering trust and unity like never before. And let me tell you, the stories she shares about the impact on her team will totally inspire you!
But that's not all – we also get into why lifting each other up isn’t just good for us individually, but it’s essential for our industry's success. Plus, we tackle the big questions around formal mentoring programs and the unique twists that come with mentoring in our niche field. Whether you’ve been mentored, are a mentor, or are considering stepping into this rewarding role, this episode is packed with insights you won’t want to miss. So, are you ready to explore the transformative world of mentorship in AEC? Let’s get started!
Want more AEC marketing goodness?
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- Purchase bite-sized, on-demand templates and training at the Marketers Place.
- Enroll in online training: The Proposal Pro or Content Marketing Clarity.
Hey there, I'm Lindsay Dibbin and I'm passionate about everything marketing, productivity and career growth. With over 17 years of experience in the architecture, engineering and construction industry, I know firsthand the ins and outs of this exciting field, from my early days as a marketing coordinator to becoming an award-winning marketing professional. In firm principle, I've learned the ropes through countless late nights and challenging deadlines. Now I'm thrilled to bring you the AEC Marketing Strategies Podcast. Here I'll be sharing simple yet powerful, step-by-step marketing strategies that you can implement to achieve the same level of success. Consider me your go-to marketing mentor, someone who truly gets the unique challenges you face in the AEC industry. Whether you're an AEC Marketing Pro or industry newbie, this podcast is your personal coffee date with your marketing bestie. Together, we'll navigate the ever-changing landscape of online marketing and digital trends, ensuring you stay ahead of the curve. If you're ready to unlock the marketing secrets they never taught you in college and tailor them specifically to the AEC industry, then you're in the right place. Now let's get started. Well, hey there, welcome to AEC Marketing Strategies the go-to podcast all things in the architecture, engineering and construction world. I'm Lindsay Divan and I'm so thrilled you're joining me today. I've got an episode that I am particularly excited about. It's all about mentorship and mentorship specifically in AEC marketing and, trust me, you are going to love it. So here's the scoop.
Speaker 1:I have the incredible Gina Rene Autry with me today, and Gina Rene is not just any marketing pro. She's the director of marketing and communications at Klein Schmidt and, most importantly, she's a mentor, and a mentor at heart. Her journey of mentoring within AEC marketing is nothing short of inspirational and she's here to spill all her secrets and her strategies. We're going to dive into what really inspired her to start mentoring. We're going to peel back the layers of her unique approach to mentorship and discover how she tackles the specific challenges that pop up in AEC marketing. And yes, we are definitely going to be talking about her secret sauce how she mentors effectively and measures the impact of her mentoring efforts. Oh, and you know we love a good rapid fire round. In this episode it's rapid fire round. Gina Rene will be sharing her top advice for anyone eager to mentor or anyone seeking mentorship in our field. It's going to be sharing a personal story where mentoring literally saved the day in a very tough marketing situation, and what her vision is for the future of mentorship and mentorship efforts in our industry.
Speaker 1:This episode is perfect for all of you AEC professionals looking to step up your game, grow your career or simply find a little inspiration in your day. So let's not wait any longer. Let's get into the episode and welcome Gina Rene Autry to the show With me today. I have Gina Rene Autry. She is the director of marketing and communications with Klein Schmidt, and if her name sounds familiar that's because she's been on the show previously, way back in episode 32, where she talked to us about how using thought leadership to drive revenue and build your personal brand. But welcome back to the show. Thanks for agreeing to come on the show again today. Thank you for having me Appreciate it. So since we last talked although you and I talked yesterday, but since you were last on the show, it was a couple years ago. So why don't you share with us what you have been doing and how your role has involved since the last time you were on the show?
Speaker 2:Okay, great. So when I was on previously, I was the marketing manager for Klein Schmidt. I've now been here five years which is hard to believe and now I am the director of marketing and communications, so definitely have matured into a different level of responsibility, learning about cost of winning work and newer ones and budgets and all the things that are tied in with understanding the financials of the firm. So that was a big change, because usually I was just focused on tactics and to do this and what needed to get done and being creative, which I still love to do those things but there's just another level of responsibility with it. So, but it's been exciting and good.
Speaker 1:You guys are doing great things, so I am always an admirer of your team there. But we're not really going to talk about that today. What we're going to talk about today is mentoring, and when I was talking to Gina Renee about coming back on the show, she threw this topic out to me and I loved it right away, because I haven't really talked a lot specifically about mentoring. It kind of gets weaved into a couple of the episodes, but I thought it would be a really great idea to dedicate an entire episode about mentoring because it's so important for our careers. So I love that you pitched this topic to me and you're doing it. So you are mentoring others, so you can speak from that experience. So let's start at the beginning. What inspired you to start mentoring other marketing professionals in our industry?
Speaker 2:Well, I think what really started it was my own journey with having an excellent mentor and the benefits that I gained from it.
Speaker 2:And oftentimes you see younger marketers coming in, maybe at the coordinator level or assistant level or the different categories of coming into the marketing field, and you see them struggling because a lot of times they're getting a lot of stuff thrown at them and what you learn in school is not always what is asked of you at work very different.
Speaker 2:So just seeing some of those struggles and knowing how my own mentors had helped me over my career, I thought that I would start mentoring myself so that I could help those younger staff to build confidence in themselves, view themselves as technical experts and not just to make it pretty girls really elevate their skill set and the way that they communicate with their internal stakeholders. So that was the main inspiration. My own personal mentors helped me so much throughout my career. I had different people who mentored me and I tried to have like a good mix of somebody that was in business development so that I could learn that side of the business as well. And then I also had someone who was actually a CEO who mentored me for a little while, who really like changed the course of my career earlier in my career, so had some really good mentors myself and just wanted to turn around and try to give that back and help someone else along the way.
Speaker 1:I love that. That's a lot of the reason why I started Marketer's Take Flight here. I was mentoring and training all these earlier career and I was like there needs to be something that's easier If you're sitting in an office by yourself and you're the only marketer and you don't have a network and we need to be able to find something online. So that's kind of what inspired me. I've had several great mentors along the way.
Speaker 2:I love what you're doing and I think too, as we have a lot of hybrid workforce or work from home, it's even more important because they're not getting the face-to-face time in an office. I know at our company the entire team is remote. The program that I started here with my own team was due to the fact that they weren't getting face time with me or others in the office trying to find a way to help them. That's a great point.
Speaker 1:Yeah, well, before we get into some of the specifics, let's like level set, like what do we mean, or what do you mean, or how do you define mentoring? Let's like let's start at the basic level.
Speaker 2:Okay, so I guess the way I would define mentorship is sharing of knowledge, nurturing relationships, helping younger staff grow in their careers and understand different things about their career and different functions of the career and how you can have areas of specialty and all the things to really just lift up the next generation of amazing marketers that's coming into our field right now. So that is how I would define it is just helping lift the others up and get them started on their way.
Speaker 1:Yeah, I love that, and entice them to stay.
Speaker 2:Yes, entice them to stay, because we need them.
Speaker 1:You mentioned that you've started a mentoring program at your firm. Well, specifically for your department, sounds like. So how does this mentoring program, or mentoring in general, really help address some of the unique challenges that we face specifically in marketing or the AEC marketing professionals face, because we're unique?
Speaker 2:Oh yeah definitely it's da-da, de-da-da, de-da-da. That is great. Both of the young ladies who are marketing coordinators at Clash. Yet one of them had about a year of experience out of school when she came to us and the other was fresh out of college, and so there was definitely some learning that needed to take place. And when you go to school, I think in the marketing field in college, it's very focused on B2C and selling products or marketing products, and they don't really focus on the marketing services. So there's definitely a knowledge gap there that needs to be filled, and so that was like a real big driver, for what we started at Clash met was just getting that knowledge gap field and educating them on the consulting business and engineering and how we're actually selling our people and their expertise and them being industry experts.
Speaker 2:So when we started it also I wanted to make sure that I wasn't just training them for Clash met. I wanted to make sure that when we had the mentoring calls there's plenty of them we don't ever talk about friendship. It's just talking about basic functions of marketing or how to deal with difficult people. Or if you're afraid of speaking up to a C-suite person, how do you find your voice, and all these different things that can be challenging or intimidating for younger staff, especially coming right out of school and just joining the work frame. So I think, as far as addressing like particular challenges in our industry, a lot of it has to do with confidence in your abilities and feeling confident in yourself, that you're doing what you're supposed to do, that you understand what you're supposed to do.
Speaker 2:And then also communication, I think, was another really big thing for our industry, and how to communicate with technical staff. Engineers can be a little quirky sometimes and how to deal with that. And if you're working with someone who's really introverted but you need their industry expertise, how do you draw them out of their shelf and just teaching them some of the things that I had learned over my career to help do that? But I think it's about communication, confidence and ability and really viewing yourself as a technical expert just as much as the engineers in your firm are technical expert. And that's the biggest thing to me that I would love to address in our industry is making sure that marketing has a seat at the table, is viewed as technical experts, and the more we can train these younger generation of marketers to view themselves that way, it's just going to help things improve as we go along in this industry in particular.
Speaker 1:Yeah, I love that and I know you guys do a really good job of that. Like, I just know that you guys do a good job of that and there's some other firms that do a really good job that I've met for this podcast. I get to talk to a lot of great marketers and CEOs and principals through the podcast and I think that's really key is that and I think I'm going to call marketers out. I would say, like mid to late career marketers, we may be a little jaded and we bring that jadedness. You know, like, oh yeah, we're the ones telling ourselves that we're overhead staff, that we're not billable, and a lot of times when you keep saying that to yourself, you start to believe it. And we are technical experts.
Speaker 1:We did go to school. It might not have been for marketing, but it might have been for communications, for public relations, for journalism, for graphic design. You have a college degree, you're working in the profession, you're getting paid, so that means you're a professional and you have experience. And so I think I'm going to say I'm guilty of it myself. So I'm not calling out the listeners, but I know that when you go to an industry event I'm not going to call an organization out, but you go to an event and there's a bunch of marketers there. That's what all the complaints are, and it's like well, we have the power to take back that narrative Absolutely. And so I love that you are instilling that in your marketing professionals at your firm. And so now, don't get me wrong, there are plenty of engineers and architects and contractors who think that way, but we're never going to change their minds if we don't talk about ourselves that way first.
Speaker 2:Oh, exactly, I completely agree with that, and it's all about perception and how you're viewed and even things as simple as business acumen and how you conduct yourself in certain situations and things like that that we've just learned over the years and they may not know, or even things that are specific to your firm, like how to handle someone who may be difficult, or things like that. So there's a lot of different nuances and I know you said jaded and some of it's easy to feel jaded sometimes, but also I think it's good to like share some of our horror stories of like this is how to overcome something bad that might happen. We all make mistakes.
Speaker 2:We all fail. We've all done things. That will look back and we're like, oh crap, why did I do that? And so sharing that can just help them not have to go through that, but know how to navigate it when they do make a mistake and how to take ownership of the mistake, fix it and move on.
Speaker 1:Well, and I think you too, as their boss I'm assuming that they're your reports yeah, by you sharing that, it's sending the message that oh, oops, if I make a mistake it's okay to go to Gina Renee and tell her and I might need her help to solve it, and they're not that afraid because you haven't set that tone, that we're precise and precision and perfection and you're never allowed to make a mistake.
Speaker 1:And I tell my marketing staff we're not doing brain surgery, nobody's going to die if we get the wrong image in the email. Yeah, like we're okay, right, but we just need to follow the QC process, so have a second set, but we're fortunate in that way. Now, some of the engineers and the contractors and stuff that we work with I mean it is sometimes life and death they need to make it safe. But in marketing, by you as their leader, their mentor, their boss, sharing those times when you did make a mistake or maybe you said the wrong thing in front of a client or you put the wrong client name on a proposal, I think that will breaks down those, I guess, barriers. It just makes it a safe place, I think, for them to come to you and not be afraid that they're going to get fired if they made a mistake, or reprimanded or demoted or Because we're all human and we've all made mistakes, and it's all about how you own it and move forward from it.
Speaker 1:And learn from it. I always tell people I'm like, okay, what can we learn from this? Yeah, I tell them, how can we prevent this from happening again? I tell them it's not a mistake if you learn something from it. Exactly. Yeah, thank you. So we talked about how you define mentoring and how you've been able to use mentoring to address some of the challenges that marketing professionals face in our industry. So what are some strategies or some ways, when you are mentoring, that you deploy to mentor, you think effectively while you're mentoring these marketing professionals?
Speaker 2:So I have the two marketing coordinators at our firm who have been mentoring since they joined. I also have two other people who were outside of my niche they're still in the AEC world but outside of our niche who I've continued to mentor, and I've had one of them who I've been mentoring for about seven years. So we have a really good and it really turns into a friendship and as she has grown this one person in particular, as she has grown in her career and her having a different set of eyes and some fresh perspective sometimes she's actually helped me. So when you're mentoring someone, it's not all about just sharing what you know. It's being willing to sit there with an open mind and listen to what they're doing and say, hey, you know, that's really a great idea and you can get inspired from something they're doing and see things from a different way or a different perspective, which I think is one of the biggest things about mentoring that we don't really talk about, and I just love the fact that you can get some really great ideas and it's sharing. So it's not just one way communication, but it's really sharing and some of the strategies with my team.
Speaker 2:I do the mentoring calls once a month with the team, with my folks that I'm mentoring outside of my company. We do quarterly calls. They're usually about an hour. Sometimes they run over, and the strategy also of everything doesn't have to be related to your firm. It doesn't have to be related to your industry. We'll talk about like they'll want to know like how can we get new ideas for advertisements and graphic imagery and things like that, and we'll talk about B2C marketing and how you look outside the industry to get ideas for things and give resources and things like that that they can use.
Speaker 2:So those are the kind of strategies I use is just making sure that we have regular scheduled calls and then that we're not just addressing things that are relative to our own firm but looking outside of that. And then sometimes it's more of a personal thing of maybe they just need some advice on something else that's completely unrelated to work. So, like I said, usually these really evolve into friendships and really helps you to have a good relationship, especially with staff who work with you or under you, and it really helps grow that trust and, like you said, like if they do mess up, they're not afraid to come tell me they messed up, or something like that. So we have a really, really great team at ClashMet and I think the mentoring calls have helped bring our team closer, just because they know they have that safe space where they, whatever they say, it has no impact on what we do, right?
Speaker 1:Yeah, and then they have that scheduled time. I think you guys scheduled in advance, it's on the calendar and they know that Sure, they can come to you anytime if there's an issue, but they have this dedicated time where they can pick your brain about something or ask for advice about something. Oh yeah, as opposed to just kind of having the conversations off the cuff or when did they just happen? So it's like proactive. It's scheduled, yeah, it's at a regular cadence. So whether that cadence is monthly or quarterly, you know you're having those check-ins Right and it's a place for them to talk to you about, not production items, not like the work.
Speaker 2:Right.
Speaker 1:Yes, Because I'm sure you guys have production meetings and you have campaign meetings and all that other good stuff. But this is a time for them to talk about other things outside of the day-to-day that they're working on.
Speaker 2:Well, I think, too, you have to look at it, as you're not just mentoring them to be at your firm. I want to see them be successful, regardless of where they're at. So you know, I want them to be successful in their career. Everybody doesn't say where they're working their entire lives. Generally Some people may, but usually you move around at some point, right, and I feel like if I can prepare them for whatever their career path might be, if I've helped them in any way, then I've done my job.
Speaker 1:Yeah, One of my mentors like instilled in me early in my career I don't even think I had my first direct report yet but he always told me he's like anybody that you have you always need to be mentoring and training and developing staff to take your position, Yep, and you have to be okay with them leaving and growing. So I would train and mentor and develop my staff and some would leave and some would say and I never got angry or some people get like jaded or they take offense. Managers or directors take offense to that. How dare they leave our firm and why are they going to our competitor? Blah, blah, blah, blah, blah. And it's just like well, first of all, it's a small industry, so chances are we're going to be working again together sometime soon. Yeah, Never burn a breed, yeah In. Second, it's like well, I've done my job as their mentor and their leader If they are going and getting a like step up or growing in their career. We just didn't have that opportunity here for whatever reason Right At the time. So I've always had that mentality of training people to either take your job yeah, Because you can't be promoted until somebody replaces you or grow somewhere else. If that's the case.
Speaker 1:I think your approach to mentoring especially does sometimes get tricky to mentor the people that directly report to you, Because sometimes it turns into just like production meetings and talking about the work instead of. You got to be very conscious of making sure the meetings are about them and what they need. As the mentee, I am in listening and learning from them as well, like you said earlier. But it gets tricky sometimes because I have mentored people and they wanted goals and they wanted to go a different career path and we didn't have it at the firm and it wasn't like on our road map to have it at the firm. So it just gets a little tricky. So I don't envy you, but it is valuable to do that. So you're mentoring a couple of people inside your firm, a couple of people outside your firm. How do you, or do you at all, even measure the success of the mentoring?
Speaker 2:I don't really do like a formal measurement. To me, if they're thriving and they're happy and they don't feel like they lack knowledge on things like, to me it's just seeing them be successful is kind of like the measurement, or being able to navigate challenges, or it can be something as small as just being able to overcome a difficult situation.
Speaker 1:Yes, they listen to what I said.
Speaker 2:Yeah, things like that. So I don't really use like a formal analytics or anything like that, but with the external ladies that I've been mentoring a lot of times, it's just seeing their success and their advancement in their careers and just feeling like I had some small tiny space in that, like it just gives you this overwhelming sense of fulfillment and makes you feel all warm and fuzzy.
Speaker 1:So you can celebrate right along with them, and I always love celebrating with other people.
Speaker 2:Absolutely. We all have to lift each other up because, like you said, this is a very small industry compared to a lot of marketing and I love to see people be successful and learn and grow and you know we have to be there to lift each other up.
Speaker 1:Mm. Hmm, yeah, ok, are you ready before we go? I'm not letting you go yet. Are you ready to answer my rapid fire questions? I'm ready? Ok, so I adjusted them because you're a second time guest and so every time a guest is on a second time, I adjust the questions. Ok, so you're getting new rapid fire questions, but they're related to this topic of mentoring. Ok, so question number one is what is your number one piece of advice for a marketing professional looking to become a mentor or looking for a mentor?
Speaker 2:So I'm going to start with the looking for a mentor first, and I'll take my own experience to kind of answer that question. Look for someone who emulates kind of where you want your career path to go, maybe, and then look outside of that and what it took that person to get to their point, because it's not always a straight line. Some people go through proposals, then move into marketing, then they might go into there's a lot of different paths and different ways to get to an end destination. So look outside of your straight line path, because it's never really a straight line, and look for people that just know how to do things that you want to know how to do. Or if you see someone you're like wow, they just handle all these situations so well, like I want to know how they do that. As far as being looking for a mentor, as far as being a mentor, there's different situations for that and I've kind of fell into all of the ones that I've been in.
Speaker 2:Now the one with the staff at question is intentional. I intentionally had that program in place when they started. But the others I just kind of fell into it where they would just come to me for advice and then it was kind of like well, would you want to be my mentor? And I was like, absolutely, let's do it, that's awesome. So kind of fell into the other ones. But I think you see somebody struggling. If they're struggling, help them up. And in that process of helping them up you might be able to establish that kind of relationship as well.
Speaker 1:Yeah, that's a good point. And then of course, I know a lot of like S&P chapters do formal mentoring programs Not every chapter, but I know some chapters here or there do that, and so if you're in a location that has a chapter that does that apply to either be a mentor or a mentee. If there's not one at your chapter, maybe propose starting one. You could look at other organizations that maybe are not necessarily marketing or AEC marketing. I know I'm involved in like a volunteer organization that has a mentee mentorship and it's all about training future female leaders, and so leadership is a lot of the skill sets we talked about today, of what you're helping your mentees with. It's really the makings of a good leader. So you can look at some of your local and then you might meet people outside the industry that give you those different perspectives as well. So if you're or if you want to give back and you're not really finding somebody, you look at at another program and sign up to be a mentor.
Speaker 2:Absolutely Well. Another thing, too, is like I'm in a very niche industry in the AEC, which is hydropower, and actually one of our principal consultants started a program with the National Hydropower Association for women in hydropower where they have a formal mentor mentee. So you may can even look at if you're in a niche industry. Look at some of those programs because you can really get some great information if you're wanting to learn more about your industry.
Speaker 1:Yeah, oh, that's a great idea too. Okay, rapid fire. Question number two Can you tell us about a time when mentoring helps solve a particularly challenging or particularly tough marketing challenge? Okay, yes.
Speaker 2:So the mentor that I have, who has been in BD for many years, he's phenomenal and I had just started work with this firm I've been there maybe six months and I was getting ready to launch my first ever account-based marketing initiative and I was inexperienced with it and just learning my way and I wanted to really understand the challenges of the client.
Speaker 2:And so, sitting down with him as a beating person and he's the one that goes to meetings with them out the lunch and he's getting more of the real talk of what's going on at this firm, at this other firm and the advice that he gave me and the information and intelligence that he gave me really helped this craft a very successful account-based marketing campaign.
Speaker 2:And it was from a relationship with a client that they had done business with for 20 years and they have one bad project that kind of sourced their relationship. This was like five years later all the leadership had changed. It was new people in all the levels and they wanted to rebuild the relationship and he was tasked with rebuilding it from the BD side and he'd been working it for about two years. So he was able to really help me understand and what was going to resonate with this new group of people the how and why they should rebuild the relationship with this firm. So that was one time where my mentor played a crucial role and really helped me to achieve success, because they ended up getting back on their bid list and work came in like a year later, so it was phenomenal, that's nice, that's awesome.
Speaker 1:Okay, and then rapid fire. Question number three what are your future plans for mentoring within our industry?
Speaker 2:So I really plan to keep doing what I'm doing now, but then I kind of feel like I've expanded it because I started doing speaking engagements with SMPS. So that's not mentoring, but it's kind of that knowledge sharing and wanting to lift others up and wanting other professionals to view themselves as technical professionals and have their voice and get that seat at the leadership table and all the things. So, speaking, I was very terrified at first and now it's become like oh, when's the next one? I can't wait. So that speaker is high, that person is high it is so awesome.
Speaker 2:So doing more speaking, I think, and just continuing on what I'm doing is my plan, is for the future.
Speaker 1:I love it and I've been so double your presentations and you do a fabulous job. I always learn so much from you guys from you and what you guys are doing on the marketing side. You're doing some very creative stuff.
Speaker 2:Thank you so much, I appreciate that.
Speaker 1:All right. Well, thank you so much for being on the show and being open to talk about mentoring. Again, it wasn't a topic I've really covered explicitly as an episode, a standalone episode, so I'm happy that I was able to do it with you. Awesome, thank you so much for having me. I appreciate it, and that my friend wraps up an incredible conversation with the amazing Gina Rene Autry. Gina Rene, I cannot thank you enough for sharing your wisdom, your experiences and those insights into mentoring in our AEC marketing world. You've given us so much to think about and so many actionable strategies that we can take back to our own careers. So thank you.
Speaker 1:Now, as a listener, I hope you're walking away from this episode feeling inspired and ready to either seek out a mentor or become a mentor. Remember, this journey of mentorship is not just about growing and helping others, but it's also about growing ourselves, keeping our skills fresh and understanding different dynamics of our industry. If you loved this episode as much as I did, please share it with your colleagues, your friends or anyone you know in the AEC field who can benefit from what Gina Rene shared today. It's been an absolute pleasure having you tune in. So here's to building skills, building connections and building a career that you're passionate about. Until next time, bye for now.
