With B2B, you have to target clients carefully. You've got to go where they are, but where are they? Posts to LinkedIn and X can be effective, but only to the point that your presence is known on the platform. Differentiating your brand in that post is the challenge.
Social media posts and ads can so easily blend into the noise, especially if they’re too generic. The challenge is to enlist your marketing team to get working on more specific ad content that builds your brand. Get them more actively involved in promoting projects and innovations, including writing articles and creating ad topics that target clients working under specific technical challenges.
ready to go
upcoming unit
newly added (during the present quarter)
A quick, written synopsis on a topic, no more than 1200 words.
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.
A group activity designed to plan, strategize, explore, or develop procedures.
A document, spreadsheet, or drawing that supports a task or exercise.
my library units
If you'd like to contribute new units to the library, go to your dashboard under the "contribute to the library" tab. Complete the form for your unit, which could be an article, video, interview, prompt set, template or exercise. Choose up to two topics for each unit. Your contributions will show here under "my library units".
Twennie's library units
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: How to Use LinkedIn to Draw in Clients and Stand out from the Competition
AUTHOR
Twennie Founders
This video shows how technical professionals can use LinkedIn strategically to attract clients by moving beyond generic, self-promotional posts. Instead of reporting projects, posts should reveal insights, challenge assumptions, and reflect real client concerns. Strong posts include a relevant hook, meaningful insight, and a clear next step, often built into a series that establishes authority over time. Sharing lessons from real project experiences—especially unexpected challenges—helps demonstrate expertise and build trust.
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investigative
PROMPT SET: Social Media and Pull Marketing Strategies One Week at a Time
AUTHOR
Twennie Founders
Many firms struggle to maintain a meaningful social media presence, defaulting to generic posts or inconsistent activity. This prompt set gives your team a clear, repeatable system for creating insightful content in under 20 minutes at a time. Each prompt helps you uncover real project stories, build engaging series, and communicate how your team thinks—not just projects you’ve done. Over time, this approach strengthens your brand, supports proposals, and positions your firm as a trusted, forward-thinking partner in the eyes of the right clients.
why should I register for this prompt set:
to use prompts to complete essential pull marketing tasks at regular intervals, thereby strengthening our social media strategies
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TEMPLATE: Writing Articles in Industry and Trade Publications Workbook
AUTHOR
Twennie Founders
This template guides professionals through a structured process for writing industry articles that stand out by focusing on insight rather than project description. Using step-by-step prompts, it helps identify meaningful projects, define tension, understand audience challenges, and extract lessons learned. It emphasizes positioning the client as the hero, capturing real decision-making moments, and connecting content to current industry issues. The workbook format supports planning, outlining, and drafting, while also providing publication targets.
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