PSM: Professional Services Marketing

Deirdre and Damion are both gearing up for SMPS Amplify, and with Damion serving as one of this year’s conference chairs, we’re giving them a little breathing room this week.   In the meantime, we’re bringing back a listener favorite: “Finding Your Why & Trusting the Process: Rethinking Goals.” Originally released in February, it’s one of our top-performing episodes—and for good reason.

Your firm’s site greets visitors long before a proposal or a handshake. In this episode of the PSM Show, co-hosts Damion Morris and Deirdre Booth sit down with content strategist and copywriter Ben Culbreath to unpack what your homepage is really saying—and why that message may be turning prospects or future hires away.   Ben shares field-tested ways to move a reader from “nice photos” to “let’s talk,” beginning with a simple litmus test—searching for the word you—and a copy layout known as the F pattern. He explains how clear headlines, client-focused language, and specific calls to action guide visitors through services, culture, and career paths without forcing them to hunt for key details.   The conversation covers: • Positioning your firm through story instead of slogans • Using client interviews to surface authentic phrases that spark attention • Showing the how behind your work to add value and context to price discussions • Turning the careers page into a true recruiting tool that filters fit and boosts retention • Fresh alternatives to the tired “contact us” button that invite low-pressure conversations   Whether your goal is stronger pursuit support, a more magnetic talent funnel, or copy that simply reads like a human wrote it, Ben’s advice will help your website start better conversations.   Listen now, then run his quick audits to spot exactly where small edits will create a major impact.

Executive presence might sound like a buzzword, but in this episode of the PSM Show, Damion Morris and Deirdre Booth get to the heart of what it really means. They break it down into practical, learnable elements: composure, communication, and appearance. Through honest conversation and real examples, they show how presence is not about being polished or loud—it’s about showing up with consistency, clarity, and intention. They explore how poise under pressure signals confidence, why language shapes perception, and how your physical presence—including in virtual meetings—affects how others receive you. Deirdre shares insights from coaching leaders across the AEC space and offers advice for those navigating early leadership roles, especially women and introverts. This episode also touches on personal branding, emotional regulation, and the mindset shifts that help professionals move from reacting to leading. Whether you’re already in a leadership seat or aiming for one, this conversation offers guidance on how to carry yourself in a way that builds trust, influence, and long-term impact.

What does it take to lead with purpose, authenticity, and impact in the AEC industry? In this special episode of The PSM Show, co-host Damien Morris reflects on receiving the 2025 Leonardo Award from SMPS Los Angeles—a prestigious honor recognizing a career built on vision, creativity, and service. Joined by co-host Deirdre Booth, Damien shares the personal and professional milestones that shaped his leadership journey, the mentors who inspired him, and the importance of lifting others along the way. From finding your strengths to building engaged teams, mentoring with intention, and creating meaningful change in your firm, this episode is full of real talk and practical insights for marketers at every stage of their careers.

What does it take to move from marketing manager to CMO in the AEC industry? In this episode, we talk with Jennifer Haferbecker, founder of On Your Market Set Go, about the mindset shifts, strategic thinking, and evolving expectations that shape today’s marketing leaders. Jennifer shares how marketing teams can support firm growth, influence business decisions, and build internal alignment—especially during times of change. We also explore the rise of the fractional CMO model, the expanding role of marketing in mergers and acquisitions, and the importance of showing up as a strategic partner at every level. Whether you’re leading a team or looking to grow into your next role, this conversation offers real guidance for building a meaningful and future-ready career.