Barbara Shuck, fspms, cpsm

Marketing & Communication Plans | Client Capture & Project Pursuit Plans | Win Themes & Copywriting | Presentation Coaching

Barbara Shuck is a nationally recognized A/E/C marketing expert, award-winning educator, and passionate industry advocate with more than 30 years of experience helping firms communicate with clarity, confidence, and purpose. A past recipient of the prestigious SMPS Weld Coxe Marketing Achievement Award, Barbara is known for transforming complex challenges into compelling strategies that win work and elevate teams.

With over 300 presentations delivered to audiences across North America, Barbara combines deep technical knowledge with engaging storytelling to create interactive, skill-building experiences. She brings practical insight, wit, and warmth to every session—whether she’s coaching marketers on persuasive writing, guiding technical staff through communication fundamentals, or unpacking the essentials of leadership and business development.

As President of Everest Marketing Services, she helps architecture, engineering, and construction firms align strategy with execution—providing training, tools, and tactics that stick. Her signature programs include the Everest Roadmap for marketing and BD success, leadership development rooted in neuroscience, writing workshops tailored for both marketers and technical professionals, and her inspiring talk, Pitfalls and the Purpose of Passion.

Barbara’s training is ideal for marketers, technical professionals, seller-doers, project managers, firm leaders, and emerging professionals who want to:

  • Improve written and verbal communication

  • Build confidence in business development settings

  • Develop marketing and leadership skills rooted in A/E/C practice

  • Clarify messaging to win work and build firm visibility

  • Strengthen team collaboration and individual impact

Barbara is co-author of The Architecture of Vision: Leadership in Your Professional Practice and a champion of purposeful growth. Her approach is grounded in research, sharpened by decades of frontline experience, and guided by a belief that every firm—and every person—can rise higher with the right message and the right mindset.

SEMINARS

Contact Barbara directly at barbara@everestmarketingservices.com

GET STARTED: MARKETING AND BD

This introductory module provides the big picture of marketing and business development in the A/E/C industries. We’ll dig into the definitions of marketing and business development and explore how they apply to any firm. In addition, we’ll show how the Society for Marketing Professional Services (SMPS) Domains of Practice serve as pillars of an effective marketing program.

how to write better: tips for technical staff

This session focuses on writing skills for technical staff and includes relevant writing strategies, including focus on audience, simplifying writing, and improving readability. The content includes feedback from public sector clients about organization and clarity of technical content.

LEADERSHIP LESSONS

Architectural, engineering and construction companies are facing unprecedented challenges. Professional skills are being tested every day, and leadership is the skill most needed– and least understood– among professionals in every corner of the built environment. This presentation helps attendees better understand issues of vision and leadership — framed by the themes of innovation, inspiration, and integrity — facing leaders everywhere. I will share the understanding, tools, and insights to help apply these concepts to personal professional development to help achieve goals to become and succeed as a visionary leaders.

your summit journey

Every professional’s career has peaks, valleys and even hairpin curves. The summit journey can be difficult, challenging, invigorating, and rewarding. This session provides interactive learning, so everyone walks away more knowledgeable, insightful, and motivated to take crucial next steps. We will investigate how Awareness, Acceptance, and Action impact career development, and each module will have an exercise for personal reflection and growth.

PROPOSALS THAT BRING HOME THE BACON

In this program, attendees will gain practical and relevant skills to produce strong content that is well-written and stands out from the crowd. We will evaluate six persuasive writing strategies that help marketing and technical professionals. We will inspect examples, uncover writing formulas, and see how a one-liner statement captures the reader’s attention and sparks memorability. With new-found insights, your next proposal is bound to bring home the bacon.

pitfalls and purpose of passion

What do you do when you’re at the intersection of your values, your profession, and your being? How do you respond when you hear something that shakes you to your core? This session explores how a seasoned professional endured feedback from a boss that resulted in deep personal introspection and a new appreciation for the value of peer insights. Learn how summoning serenity, courage, and wisdom led to a new direction on living a passionate life with intention and purpose.