A strategic marketing expert delivers real business results for architects and engineers.
Who I am.
I’m Ayo Abbas, an award-winning strategic marketing consultant who specialises in working with construction and built environment firms. Since 2020, I've worked with 5 of the top 10 UK engineering firms according to Building Magazine's top consultant's list.
I set up Abbas Marketing because I wanted to work with built environment leaders who are tired of being run of the mill and want to make a positive impact. I work with you to develop smart marketing campaigns that deliver your desired outcomes. My work tends to be for architects, engineers, consultants, proptech and contech firms.
Whether you want to profile your work on a major scheme, enter a new market, get closer to your existing customer base or launch a totally new tech product or service - I’ll come up with the pragmatic marketing strategies and ideas that’ll help you exceed your goals.
Clients.
Community.
I’m a big advocate for the importance of community and am active in many in the construction, marketing and wider freelance landscape. I am a committee member of Build Up – a networking support group for architecture marketing communications professionals. And in July 2020 I set up my podcast to get the built environment industry sharing industry specific best practice marketing. I am also a fellow of the RSA (The Royal Society for Arts, Manufactures and Commerce) and a member of the London Society. And in 2023 I had the honour of being a judge for the RIBA London Region Awards.
Awards.
My services cover three broad areas:
Marketing strategy and planning
Content creation and campaigns
Speaking and training
Broad experience and knowledge.
I’ve worked for a range of companies, large and small, national and international, established and start-up. From major construction companies like Mace or engineering giants like Arup and Ramboll as well as smaller companies such as Cemento and Conisbee.
I believe in the power of good ideas and that companies don’t need big budgets to make an impact. In fact, good ideas and top-notch implementation is really what makes things fly. See examples of my work here.
I’m a big advocate of social media and active on all platforms, particularly LinkedIn. Do take a look at my LinkedIn profile to get more of an idea about the things I love to post.
I’m glad to be known for being pragmatic and fun. I genuinely enjoy finding ways to market complex products and services in an engaging manner that’s simple, effective and most importantly will resonate with your clients.
Find out more about my experience or even better drop me a line directly via email ayo@abbasmarketing.com
Featured in.
What people are saying.
“Ayo is a true integrated marketing and communications talent. She is adept at strategy, fluent in the built environment sector and can be relied upon to build effective campaigns.”
Cath Green, former Marketing Director, Mace
“Ayo worked with us on the copy for our new industrial-focused website. She was able to listen to what we wanted and work with us to create short succinct text that encapsulates the key messages we want to get across to our clients.”
Hasan Dikme, Managing Director, Stonna Limited
Frequently asked questions
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DescripI focus on marketing as a business growth driver, not just tactics. While others might suggest "more social media posts," I ask: "What business outcomes do you need?" Then I create integrated strategies that align marketing with your growth objectives, whether that's entering new markets, repositioning for higher-value clients, or doubling revenue.
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Having worked with 5 of the UK's top 10 engineering firms and countless other firms in the industry, I understand your unique challenges - long sales cycles, complex procurement processes, and technical audiences. I speak your language and know how to translate technical expertise into compelling client-focused messaging that wins work.
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The bulk of my work is with established firms ready for strategic transformation. My sweet spot is companies with £3K-£20k marketing budgets who want board-level strategic thinking, not just implementation. I also provide strategic guidance to smaller practice who need clear direction on growth.
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Through business outcomes, not vanity metrics. Recent results include doubling a consultancy's UK turnover from £31m to £62m, and creating strategies that generate measurable ROI. I focus on metrics that matter to your bottom line so more meetings, proposals secured and getting in front of a tight target list. Focusing on measurement that shows the needle is moving forward.
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Absolutely. I provide fractional CMO services and sit on boards as a Non-Executive Director. I'm comfortable operating at director level, contributing to strategic business decisions beyond just marketing.
My blog.
Appearance on Being Freelance podcast
PSM The Professionals Article
Digital Woman of the year winner 2022
Article featuring my comments on why the Construction Industry Model Is Broken
Article featuring my comments on why the Construction Industry Model is broken. May 03 21.
Interview on AEC Marketeer podcast
RIBA Guerilla Tactics - 10 Digital Marketing Tips Presentation
The Business Marketing Club Podcast - Marketing Complexity Interview
Committee Member for Build-Up - A Built Environment Communications Networking Group
Fellow of the RSA (The Royal Society of Arts)
My Interview with the Freelance Heroes podcast - June 21.
My lunch and learn presentation - watch it on Demand here
Comment in Campaign Magazine looking at the Marble Arch mounds and how agencies should handle communications when a high profile project is going wrong
Archiboo Best Consultant Shortlist 2021
800-word comment piece in EG Magazine on what companies should do to manage crisis communications - August 2021.
RIBA regional awards judge
My podcast.
