Great technical work doesn’t market itself—but pull marketing can help. This topic shows you how to attract the right clients by turning your expertise into content, events, and experiences people actually want to engage with.
Pull marketing is about drawing clients in, not chasing them down. In technical services, that means turning your ideas, insights, and values into visible, engaging signals—ones that spark curiosity and show clients what it’s like to work with you. This topic explores how firms can use thought leadership, community involvement, and playful creativity to build visibility and preference before the sales cycle begins. Through videos, prompts, exercises, and templates, you'll explore how to plan memorable activities, share what makes your team unique, and build a brand that attracts. No advertising budget required—just the courage to show up and be seen.
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An informative video on a subject, no more than 20 minutes long; most are under 10 minutes.
A filmed or audio interview with a professional in the AEC industry.
20 brief activities completed daily, weekly, or monthly to build habits around a topic.
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Twennie's library units
ARTICLE: Attract, Don’t Chase; How Pull Marketing Changes the Game for Technical Services
AUTHOR
Twennie Founders
In technical services, great work often goes unnoticed without proactive outreach. But traditional push marketing—cold emails, ads, and proposals—can feel impersonal or ineffective. Pull marketing offers an alternative: it attracts clients to you by making your team’s expertise visible, approachable, and engaging. This article explores what pull marketing means in a technical context and why it works so well in industries where differentiation is difficult.
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VIDEO: What is Pull Marketing? How is it Done in Technical Services?
AUTHOR
Twennie Founders
This series reveals how to use pull marketing to strategically shape the “picture” clients hold of your firm. Beyond proposals, it offers fresh, varied strategies that show your expertise, integrity, adaptability, and priorities. From virtual tours and student competitions to targeted social content and meaningful giveaways, each idea is designed to help clients assess your value and strengthen long-term relationships.
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VIDEO: Business Development Metrics; Marketing and Visibility
AUTHOR
Twennie Founders
Most firms track marketing activity without tracking visibility—and wonder why it doesn’t translate into work. This video breaks down the metrics that connect marketing, visibility, and business development outcomes. You’ll learn how to measure whether the market actually sees you, remembers you, and associates you with the right problems. More importantly, you’ll see how visibility metrics feed pursuits, influence go/no-go decisions, and reduce proposal risk.
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VIDEO: How to Write a Winning Award Submission
AUTHOR
Twennie Founders
Writing a winning engineering award submission isn’t about documenting a project — it’s about strategy, alignment, and storytelling. This video breaks down how to choose the right project, understand the purpose behind an award, follow judging criteria precisely, and translate technical excellence into a compelling, evidence-based narrative. Using a real award program as an example, you’ll see how the same project can be framed very differently depending on what judges value.
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PROMPT SET: Practicing Pull Marketing Techniques in Small Steps
AUTHOR
Twennie Founders
This set offers 20 diverse pull marketing ideas to help you shape the “picture” clients have of your firm. Ranging from large-scale community events to simple, low-cost social media strategies, each scenario invites you to weigh the budget, resources, and alignment with your goals. You’ll build strategic thinking skills, learn to prioritize high-value opportunities, and understand how every interaction can strengthen trust, credibility, and your competitive position.
Purpose:
to learn how to assess the feasibility of a pull strategy, the budget and the value to business development goals
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EXERCISE: Pull Marketing Planning Exercise
AUTHOR
Twennie Founders
Each interaction with your client paints a “picture” inside their head of your firm’s strengths and limits. That picture decides how they describe you to others, how they assess your proposals, and whether they’re confident assigning future work to your team. This exercise helps your team plan pull marketing strategies that allow you to take control of that picture, to grab hold of the paintbrush, as it were. The exercise comes with several other units on the subject of pull marketing, including a template that supports the exercise.
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TEMPLATE: Pull Marketing Planning Display
AUTHOR
Twennie Founders
The Pull Marketing series reveals how to use pull marketing to strategically shape the “picture” clients hold of your firm. Beyond proposals, it offers fresh, varied strategies that show your expertise, integrity, adaptability, and priorities. This template supports the Pull Marketing Planning Exercise described in the What is Pull Marketing Video.
