Episode web page: https://tinyurl.com/2b3dz2z8 ----------------------- Rate Insights Unlocked and write a review If you appreciate Insights Unlocked , please give it a rating and a review. Visit Apple Podcasts, pull up the Insights Unlocked show page and scroll to the bottom of the screen. Below the trailers, you'll find Ratings and Reviews. Click on a star rating. Scroll down past the highlighted review and click on "Write a Review." You'll make my day. ----------------------- In this episode of Insights Unlocked , we explore the evolving landscape of omnichannel strategies with Kate MacCabe, founder of Flywheel Strategy. With nearly two decades of experience in digital strategy and product management, Kate shares her insights on bridging internal silos, leveraging customer insights, and designing omnichannel experiences that truly resonate. From the early days of DTC growth to today’s complex, multi-touchpoint customer journeys, Kate explains why omnichannel is no longer optional—it’s essential. She highlights a standout example from Anthropologie, demonstrating how brands can create a unified customer experience across digital and physical spaces. Whether you’re a marketing leader, UX strategist, or product manager, this episode is packed with actionable advice on aligning teams, integrating user feedback, and building a future-proof omnichannel strategy. Key Takeaways: ✅ Omnichannel vs. Multichannel: Many brands think they’re omnichannel, but they’re really just multichannel. Kate breaks down the difference and how to shift toward true integration. ✅ Anthropologie’s Success Story: Learn how this brand seamlessly blended physical and digital experiences to create a memorable, data-driven customer journey. ✅ User Feedback is the Secret Weapon: Discover how continuous user testing—before, during, and after a launch—helps brands fine-tune their strategies and avoid costly mistakes. ✅ Aligning Teams for Success: Cross-functional collaboration is critical. Kate shares tips on breaking down silos between marketing, product, and development teams. ✅ Emerging Tech & Omnichannel: Instead of chasing the latest tech trends, Kate advises businesses to define their strategic goals first—then leverage AI, AR, and other innovations to enhance the customer experience. Quotes from the Episode: 💬 "Omnichannel isn’t just about being everywhere; it’s about creating seamless bridges between every touchpoint a customer interacts with." – Kate MacCabe 💬 "Companies that truly listen to their users—through qualitative and quantitative insights—are the ones that thrive in today’s competitive landscape." – Kate MacCabe Resources & Links: 🔗 Learn more about Flywheel Strategy 🔗 Connect with Kate MacCabe on LinkedIn 🔗 Explore UserTesting for customer insights for marketers…
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Building (and Implementing!) an Annual Marketing Calendar, Part 2: Proposal Peaks
Manage episode 317345662 series 2984318
Inhoud geleverd door Middle of Six. Alle podcastinhoud, inclusief afleveringen, afbeeldingen en podcastbeschrijvingen, wordt rechtstreeks geüpload en geleverd door Middle of Six of hun podcastplatformpartner. Als u denkt dat iemand uw auteursrechtelijk beschermde werk zonder uw toestemming gebruikt, kunt u het hier beschreven proces https://nl.player.fm/legal volgen.
How do you make time for internal marketing projects when it feels like your schedule is ruled by proposal deadlines? In Part 2 of our three-part series, Wendy Simmons and Allison Tivnon discuss how analyzing your Proposal Peaks can help get your marketing calendar ready for reality. With the proper tools and data, it becomes possible to visualize your upcoming year, spotting the heavy proposal seasons before they overwhelm your department. By planning around these hot periods, you can go after those extra initiatives and reach your goals with confidence.
CPSM CEU Credits: 0.5 | Domain: 2
68 afleveringen
DelenManage episode 317345662 series 2984318
Inhoud geleverd door Middle of Six. Alle podcastinhoud, inclusief afleveringen, afbeeldingen en podcastbeschrijvingen, wordt rechtstreeks geüpload en geleverd door Middle of Six of hun podcastplatformpartner. Als u denkt dat iemand uw auteursrechtelijk beschermde werk zonder uw toestemming gebruikt, kunt u het hier beschreven proces https://nl.player.fm/legal volgen.
How do you make time for internal marketing projects when it feels like your schedule is ruled by proposal deadlines? In Part 2 of our three-part series, Wendy Simmons and Allison Tivnon discuss how analyzing your Proposal Peaks can help get your marketing calendar ready for reality. With the proper tools and data, it becomes possible to visualize your upcoming year, spotting the heavy proposal seasons before they overwhelm your department. By planning around these hot periods, you can go after those extra initiatives and reach your goals with confidence.
CPSM CEU Credits: 0.5 | Domain: 2
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The Shortlist
In AEC marketing, design makes in an impact on so many of our day-to-day marketing initiatives. Proposals, websites, social media, brochures, signage, email signatures, presentations—the list goes on and on. On top of that, each medium and message may utilize a whole host of visual elements such as color, layout, typography, form, space, imagery, and more. With so much design and so many applications, how can we make sure our deliverables are engaging and resonant? Enter design psychology. On this episode of The Shortlist, Wendy Simmons talks with Middle of Six's Graphic Designers, Lauren Jane Peterson and Becky Ellison, to explore how design can inspire and influence emotion, perception, behavior, and experience. They discuss how the psychology of design can help us all make more informed decisions around details and aesthetics, explore different possibilities and approaches, and offer a few tips on how to be a more empathetic and effective designer. CPSM CEU Credits: 0.5 | Domain: 1…
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The Shortlist
Adobe InDesign is a must-have tool for AEC marketers, but let’s be honest—many of us honed our proposal design skills on the job, often under a deadline. Even experienced users sometimes wonder: Am I using the best approach? In this episode of The Shortlist, host Wendy Simmons sits down with some of Middle of Six's InDesign "power users" Allison Tivnon, Becky Ellison, and Lauren Jane Peterson to explore the many ways designers approach InDesign for proposals and marketing collateral. From file setup and text layout to graphics and formatting, every designer has their own techniques—but is there really a "right" way? The discussion covers key differences in workflow, including parent pages, grids, pagination, text styling, and shortcuts. They also rumble over linking vs. embedding graphics, managing color palettes, table styles, and columns vs. threaded text. With so many ways to get the job done, sharing insights can lead to game-changing discoveries. Whether you're a meticulous organizer or a creative risk-taker, this episode will challenge the way you think about design workflows. CPSM CEU Credits: 0.5 | Domain: 4…
A frequent debate for AEC Marketers is the classic “chicken or the egg” question: which comes first—design or content? In Episode 65 of The Shortlist, Wendy Simmons is joined by Middle of Six’s Senior Creative Strategist Becky Ellison and Marketing Strategist Kyle Davis to explore both sides of the discussion. Should content shape the design, ensuring a clear and structured message? Or should design lead the way, providing a framework for content to fit into? This ongoing debate plays out in marketing teams every day, influencing how proposals, presentations, and branding materials come to life. Wendy, Becky, and Kyle share their insights, experiences, and practical approaches for tackling this challenge. Whether you're a designer, writer, or marketer, this conversation offers insightful takeaways through a heated and humorous discussion that just might help you solve this age-old dilemma! CPSM CEU Credits: 0.5 | Domain: 2…
In Episode 64 of The Shortlist, Wendy Simmons is joined by Middle of Sixers Melissa Richey and Becky Ellison for a candid and comical discussion on proposal submission confessions. Harkening back to Episode 46, Night of the Living Deadline, this conversation dives into the best, worst, and wildest submission experiences—crazy requests, impossible demands, and unpredictable personalities. From horror stories to hard-learned lessons, it’s all on the table. Whether you’re managing a team or balancing company goals, workplace stress is inevitable—especially in a high-stakes industry with relentless deadlines. The pressure to succeed can take a serious toll, but by sharing our struggles, we can find camaraderie and maybe even some laughter along the way. CPSM CEU Credits: 0.5 | Domain: 4…
As challenging as it may be to break away from your day-to-day responsibilities to attend a conference, there is tremendous value in being immersed in new ideas, best practices, and inspiring work. But we don't have to limit ourselves and our learning to the AEC industry alone. In this episode, Middle of Six Marketing Strategist Grace Takehara shares her experience attending Circles, a national creative design conference. Listen in as Grace shares her key takeaways including how to foster your creative spark, unlocking your creative potential, and what truly matters in design efforts. Grace underscores that the value can extend to your internal team or even your entire company by inspiring others to consider new approaches and attend conferences that push their knowledge further. CPSM CEU Credits: 0.5 | Domain: 1…
The importance of psychological safety, particularly in high-pressure industries like architecture, engineering, and construction (AEC), is having a moment—and for good reason! This episode of The Shortlist delves into how stress, especially secondary stress from pressure and insecurity, can negatively affect communication and team dynamics. Middle of Sixers Wendy, Allison, and Becky share their own experiences and emphasize that psychological safety—defined as a workplace environment based on respect, trust, and open communication—is essential for fostering creativity, collaboration, and overall well-being. In short, when people feel safe, they perform better, which in turn leads to better outcomes for businesses, whether it's the bottom line or the quality of work produced. CPSM CEU Credits: 0.5 | Domain: 6…
Middle of Six Principals Wendy Simmons, Melissa Richey, and Allison Tivnon kick off Season 4 of The Shortlist by diving into strategic planning methods for AEC firms. We explore how these plans can range from formal retreats to informal, and why it’s critical to have a clear, actionable strategy in place—especially in the face of economic challenges like inflation, government budget deficits, and increased competition. Whether your firm’s plan is a detailed, regularly updated roadmap or more of an ad-hoc approach, it’s crucial to align the team around a shared vision and purpose. Tune in for a conversation on how to craft a plan that will help your firm stay resilient and focused, and why strategic planning is so critical. CPSM CEU Credits: .5 | Domain: 2…
The Progressive Design-Build (PDB) delivery method has been growing in popularity since it was introduced in the 90s. With more public agencies opting for "best value" over "low bid" for certain types of projects, PDB has become a go-to tool for state agencies, hospitals, K-12, and higher education procurement. The selection process, which often includes qualifications, proprietary or informational meeting(s), technical proposal, interview, and fee proposal (but notably, often no design) can extend several months and cost tens of thousands of dollars of staff time to complete. With so much time, money, and other resources on the line, how do you bring top-level strategy and renewed enthusiasm to each procurement stage and score the most points going into the fee proposal? In Episode 60, Middle of Six Principals Melissa Richey and Wendy Simmons discuss the origins of PDB, how to secure teaming partners, cultivating team dynamics, and developing compelling content for a series of written and in-person presentations that demonstrate why your team is the best choice. CPSM CEU Credits: .5 | Domain: 4…
We can thank Toyota for many innovations including honing LEAN process and establishing the "A3" approach to problem-solving. A3's structured way of presenting information concisely now shows up across all industries -- including AEC. Over the last two decades, the A3 proposal format has grown in popularity and quickly became a hot design challenge for marketing and pursuit teams. How do you fit a 20-, 50-, or 80-page proposal on just one or two sides of an 11x17 sheet of paper? The answer: you don't. Instead, you have to be ultra-strategic, selective, and creative to communicate your differentiators effectively. In Episode 59 of The Shortlist, Middle of Six Senior Creative Strategists join Wendy Simmons as they share their tips and tricks for getting the most out of the A3 format. From tackling the eternal question of, "Which comes first, graphics or narrative?" to maximizing every square inch while preserving white space, Becky Ellison and Lauren Jane Peterson discuss their approach to working within the parameters of the A3 proposal format. CPSM CEU Credits: .5 | Domain: 4…
Building a brand that authentically reflects the values, expertise, and people in your firm is job #1 for a professional services marketer. Episode 58 of The Shortlist welcomes back Marketing Strategist, Grace Takehara, and Digital Marketing Strategist, Kyle Davis, to discuss some of the trends they're seeing and how (or how not) they provide opportunities to provide insights into your firm and better connect with your audience. From blogs and long-format videos, to employee ambassadors and values-centric content, Grace and Kyle share their recommendations for leveraging current marketing trends to bring your firm's brand to life. CPSM CEU Credits: 1.0 | Domain: 6…
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The Shortlist
1 Making of "The Wildcards" 1:03:20
1:03:20 
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Later Afspelen Later Afspelen Lijsten Vind ik leuk LeukMost AEC marketers' plates are filled with essential initiatives; developing responses to RFPs and RFQs or creating promotional content for websites, social media, and databases. While those projects are critical to keeping business humming, every once in a while we get the chance to work on a big, collaborative, creative project. It's those rare moments when we get to flex our marketing muscles in new and different ways, and hopefully, produce something with the energy to fuel us through the next year of project pursuits. In 2023, the team at Middle of Six unveiled The Wildcards; a creative campaign aimed at shedding a little light (and some humor) on some of the behaviors that add complexity to pursuit teams. More than a year in the making, and involving everyone on the Middle of Six team, The Wildcards have been enjoyed from coast to coast and hopefully helped a few marketers along the way. Listen in on Episode 57 as Allison Tivnon, Becky Ellison, Grace Takehara, and Wendy Simmons walk through each step of the process, starting with the smallest seed of an idea and ending with a nationally recognized campaign. CPSM CEU Credits: 1.0 | Domain: 6…
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The Shortlist
1 Brand and Client Perception Surveys 1:00:22
1:00:22 Later Afspelen Later Afspelen Lijsten Vind ik leuk Leuk1:00:22
Later Afspelen Later Afspelen Lijsten Vind ik leuk Leuk" How did we do ?" It's a question that often remains unasked but holds vital importance. Without periodic touchpoints to gather candid performance feedback, strong relationships and potential repeat work can slip through our fingers. But how do we solicit honest feedback without things getting awkward? How do we select the right questions and deliver them appropriately? And once we have the feedback, how do we distill it into solid findings and actionable recommendations? Launching a client perception survey might seem intimidating and daunting, but the payoff can profoundly impact our firm's financial and cultural health. Join Middle of Six Principals, Wendy, Melissa, and Allison, as they explore why perception surveys matter and how to extract the most value from this indispensable activity. CPSM CEU Credits: 1.0 | Domain: 1…
From astrology to the Myers-Briggs Type Indicator (MBTI), personality theories offer introspection and insights to deepen our understanding of others. We all recognize that marketing is a collaborative effort, encompassing strategic planning to interview coaching. The beauty of being part of a team lies in having a diverse array of perspectives, experiences, and talents to draw from, yet it isn't always smooth sailing. Differences in personalities can present challenges in understanding priorities, intentions, and approaches. At Middle of Six, we leverage the CliftonStrengths (or StrengthsFinder) theory. This 20-year-old assessment highlights personal strengths rather than weaknesses, while also facilitating understanding of how to best support our teammates when stressful situations prompt "overdone strengths." In Episode 55 of The Shortlist, we take a deep dive into the Middle of Six team with Principal Wendy Simmons, Operations Manager Susan O'Leary, and Senior Creative Strategist Lauren Jane Peterson to discuss the advantages and disadvantages of such assessments and how they've effectively utilized CliftonStrengths to establish a common language in the workplace.…
Marketing departments have the best chance of success when they receive clear communication from company leadership. Whether that's insights (or input!) into the firm's strategic plan, having a voice throughout the pursuit process, or being respected as subject matter experts in marketing, AEC organizations can accomplish more by making simple adjustments to how they work with their marketing teams. A great listen for both company leadership and marketing, Episode 54 of The Shortlist sheds light on often overlooked and sometimes unspoken things that marketers want you to know. Join Middle of Six principals Melissa Richey and Wendy Simmons as they provide tips and a few crowd-sourced suggestions to bridge the communication gap. CPSM CEU Credits: 0.5 | Domain: 6…
We've all been there; wishing we had an extra 48 hours to hone a proposal's case studies, graphics, and messaging from "great" to "exceptional." But there are ways to tighten up your existing proposal process to give your team as much time as possible to craft impactful content. That often means beginning before the RFP hits the streets, knowing when to put pencils down, and using software and technology in smart ways. In Episode 53 of The Shortlist, seasoned proposal experts, Grace Takehara and Becky Ellison, share their real world experience and tips to maximize the proposal process. CPSM CEU Credits: 0.5 | Domain: 4…
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