• Marketing & BD as Growth Accelerator: Using Data to Power Vision, Talent, and Technology Cover
Marketing & BD as Growth Accelerator: Using Data to Power Vision, Talent, and Technology Cover

Online Learning

Marketing & BD as Growth Accelerator: Using Data to Power Vision, Talent, and Technology

$0.00
Ticket Type

Marketing and business development are not support functions—they are strategic engines of growth. Drawing on Zweig Group’s 2025 Marketing & Business Development Report, this webinar will help firm leaders understand how brand positioning, client targeting, and pursuit strategies align with long-term vision; how trends in marketing & BD team structure, compensation, and training shape performance; and how CRM and AI tools enable scalable, data-driven pursuits.  
Attendees will learn how to turn benchmarking data and best practices into actionable strategies that elevate marketing & BD from reactive support to integrated engines of sustainable growth. 

Learning objectives:

  1. Articulate how marketing and BD functions support firmwide strategic growth planning and long-term vision by aligning brand positioning, client targeting, and pursuit strategy, while also translating vision into compelling storytelling that attracts both the right clients and top talent.
  2. Assess current trends in team structure, compensation, training, and employer branding to strengthen their firm’s marketing and BD talent strategy.
  3. Evaluate the role of technology (including CRM systems and AI tools) in enabling scalable, data-driven marketing and BD efforts.
  4. Translate industry benchmarking data and best practices into actionable strategies that elevate marketing and BD from reactive support roles to integrated, firm-wide growth drivers.

Participants of this live webinar will receive 1 LU/PDH credit with a certificate of completion indicating the hour earned for self-reporting.

Meet the presenters:

Ying Liu, LEED AP BD+C
Sr. Director, Growth Consulting

A firm believer that complacency breeds failure, Ying is driven by innate curiosity and life-long learning with a growth mindset. She is passionate about leading with purpose, inclusion, and authenticity.

With over 15 years of diverse experience in the AEC industry, Ying has served in various capacities including strategic planning, design, and implementation; marketing and business development; CRM operations and commercial pipeline; client team management and capture win plans; as well as proposal development and oversight. Her unique strengths lie within her ability to integrate tactical thinking and strategic insights into business planning and capture qualitative and quantitative components to convey a cohesive message.

Prior to joining Zweig Group in 2022, Ying served as the Deputy Chief Strategy and Growth Officer for the US Operations of a Paris-based multinational architectural and engineering consulting firm specializing in public transportation and mobility solutions. Recognized as an innovative strategist who can integrate multiple perspectives into a shared vision, Ying was promoted to this growth-focused strategic role at the onset of COVID to partner with C-suite executives and cross-functional teams to develop a 2-3 year strategic plan for organizational survival and return to growth. She was also responsible for managing the implementation and execution effort of the strategic plan by facilitating regular performance reviews against pre-established KPIs to drive organizational growth and profitability.

Ying holds an MBA with a concentration in management and strategies and a Bachelor of Business Administration in international marketing, both degrees from the City University of New York (CUNY) Baruch College. Spurred by simple curiosity and a genuine interest in sustainability, Ying obtained her LEED AP BD+C credential in 2021. She is also multilingual - fluent in English, Korean, and Chinese, with intermediate proficiency in French and Japanese.


Scott Butcher, FSMPS, CPSM
Managing Director, Strategic Growth Advisory

Scott is an AE industry veteran with 30 years of experience in strategy, marketing, and business development. As a former Vice President and Chief Marketing Officer for a mid-sized engineering firm, Scott brings a unique perspective to his client work, delivering first-hand industry insight and knowledge.

Scott is a sought-after national speaker who has presented for numerous industry organizations, including ACEC, AIA, ASCE, NCSEA, PSMJ, ROG, SDA, SMPS, and USGBC. A prolific writer, Scott has authored 15 books and written numerous ebooks, white papers, and blogs, including his Marketropolis blog for Engineering News-Record. He is a past president of the SMPS Foundation, an AEC research-focused nonprofit organization, and has served on the national board of directors for the Society for Marketing Professional Services (SMPS). In addition to being a Fellow of SMPS, Scott is also a Certified Professional Services Marketer.

Prior to joining Stambaugh Ness, Scott was the owner/principal of Aecumen, LLC, a firm providing consulting, facilitation, and training for AEC companies.