Practical marketing training and workshops for built environment firms.

Your people may already know how to write. They may already know a tiny bit about LinkedIn and what it can do. But what they need is to understand why it matters for your business, what actually works, and how to make it sustainable without it taking over their lives.

That's what my training always set out to do, make marketing easier to do and more effective.

What I talk about?

Marketing and the way businesses operate is changing rapidly. Technology such as AI and globalisation is disrupting how we work and tearing up the marketing rulebook. My talks are up-to-the-minute and grounded in the reality of the world of construction industry operations.

As a seasoned built environment marketer, with a keen interest in technology and modernising the construction industry, I will work with you and/or your team to get you up to speed on the latest marketing approaches. My style is always to use plain language, be practical, and to have fun along the way.

Two women sitting on stage laughing and smiling. One woman is holding a microphone and an award, the other woman has a notebook on her lap. The background shows a worn painted wall.

Who is this for?

A smiling woman sitting at a table with a laptop, holding a smartphone, in a cozy indoor setting with brick walls.

Leadership teams in architecture and engineering firms who've been told they should be more active on LinkedIn but don't know where to start or why it's worth their time.

Marketing and communications teams who need to understand strategic positioning and brand differentiation, not just how to execute tactics.

Universities and professional development programmes looking for training that bridges academic learning with real industry practice.

Technical leaders and partners who want to build their profile as thought leaders but don't want it to feel fake or take hours every week.

I've worked with firms including Cundall, Mace, the RTPI and Arup plus universities like Brunel, SOAS and the University of the Built Environment,

LinkedIn for Leadership Teams

Most LinkedIn training tells people what to post and how the algorithm works. That's not the problem.

The problem is busy partners and principals who don't see why it's worth their time, don't know what to say that won't feel performative, and can't figure out how to make it sustainable alongside everything else they're doing.

This programme tackles those real barriers. We show people why LinkedIn creates business value, give them practical frameworks that match their goals (not one-size-fits-all advice), and build approaches that work with how they already operate.

Format: Typically four 60-minute sessions. Can be in-person at your office or virtual. Sessions are spaced 2-3 weeks apart so people can try things and come back with questions.

What you get: Customised session materials, one-page reference guide, and optional follow-up support (profile reviews, post feedback, progress reviews).

Investment: From £5,000 depending on group size and format. Contact me for specifics.

What we cover:

Why LinkedIn matters for you professionally and for your firm
How to optimise your profile and understand what actually drives engagement
Content frameworks and templates you can use immediately
Finding your topics - what's worth talking about based on your interests and goals
Making it sustainable - working with Executive Assistants comms teams, or building your own simple routine
Real examples from people like you who are making it work

Marketing Writing for Built Environment Teams

Everyone can write. But can your team write in a way that actually differentiates your firm?

This training develops your team's ability to create content that sounds like you, speaks to your specific clients, and works across different channels without sounding generic.

All materials are created specifically for your firm - aligned with your brand guidelines, using examples from your projects, and focused on the types of content you actually need to produce.

Three levels available:

Fundamentals (1 hour online) - Writing basics and how to tailor content to different channels. Good overview with actionable takeaways. Investment: £900

Writing Workshop (2 hours online) - Everything above plus hands-on practice. Your team works on real projects and gets immediate feedback. Investment: £1,500

Full Implementation (2.5 hours in-person) - Workshop plus practical checklists and templates your team can use day-to-day to embed the learning. Investment: £2,000

Strategic Advisory for Leaders (1-2-1)

For partners, directors, and business leaders who want to build their profile as industry thought leaders, develop key relationships, or position themselves for board-level roles.

We work on personal brand strategy, thought leadership positioning, LinkedIn approach, building strategic relationships, and identifying speaking and visibility opportunities that align with your goals.

I've worked with leaders from Mace and Arup who've used this to win NED positions and raise their profiles significantly.

Format: Typically 3-6 month programmes with monthly sessions plus support between sessions.

Investment: From £3,000 for a 3-month programme.

Bespoke Corporate Training

If you need something more specific - multi-session programmes, full leadership team rollouts, or training on other topics - I create custom programmes around:

Personal brand development for technical professionals
Thought leadership strategy
Social media strategy for AEC firms
Content planning and execution
Employee advocacy programmes

Investment: From £1,500 for single sessions, from £5,000 for multi-session programmes. Let's talk about what would work for your firm

What makes me different?

It's grounded in reality. I’ve spent 25 years working in architecture and engineering firms. I know how frameworks work, why procurement matters, what actually wins projects and the importance of relationships. The training isn't generic marketing theory dressed up for construction.

It tackles real barriers. Most training assumes the problem is knowledge. It's not. It's time, confidence, and not seeing the point. We address those head-on.

It's practical. You get templates, frameworks, checklists you can use immediately. No theory without application.

It works with how you already operate. If your leaders have EAs, we build that in. If your comms team supports multiple offices, we make it work. We're not imposing a system that requires you to change everything about how you work.

Frequently Asked Questions

LinkedIn strategy for leadership teams, marketing writing for built environment firms, personal brand development, thought leadership positioning, social media strategy, employee advocacy, and content planning. All training is sector-specific to architecture, engineering, and construction.
From 60-minute focused sessions to 2.5-hour workshops. LinkedIn training is typically delivered as single sessions. Strategic advisory programmes run across 3-6 months with monthly check-ins. Bespoke programmes can be structured as needed - half-day, full-day, or series of sessions.
Yes, both. In-person works well for workshops where you want team interaction. Virtual works for multi-session programmes where people are in different locations. I'm based in London but travel for in-person delivery.
Always. Materials are created specifically for you, aligned with your brand, using examples from your sector and projects. For LinkedIn training, I interview your internal advocates to understand what's already working in your firm.
or LinkedIn and writing training: pre-session consultation, customised materials, presentation slides, and practical templates or frameworks. Higher-tier sessions include implementation checklists and reference guides. Strategic advisory includes monthly sessions plus support between. Bespoke programmes structured to your needs.
LinkedIn training works best with partners, principals, directors, and senior leadership. Writing training suits marketing teams, comms professionals, and bid teams. Strategic advisory is 1-2-1 for business leaders.
Leaders have increased their LinkedIn presence significantly, won NED roles after raising their profiles, and built confidence representing their firms externally. Teams report improved content quality and consistency. The biggest shift is usually in confidence and knowing what's actually worth their time.
LinkedIn training £900-£2,000 depending on session length and format. Writing training £900-£2,000. Strategic advisory from £3,000 for 3-month programmes. Bespoke multi-session programmes from £5,000. All prices exclude VAT. Contact me for a specific quote.

Why work with me

I'm Ayo Abbas. I've spent 25 years in built environment marketing including Arup, Mace, Ramboll, WSP, and Buro Happold.

I'm an award-winning marketing consultant (Digital Woman of the Year 2022), host The Built Environment Marketing Show podcast (19,500+ downloads), and was named an architectural trailblazer by Architizer Magazine.

I've been using LinkedIn strategically for 17 years and trained multiple AEC firms on making the platform work for business development and thought leadership.

In 2023 and 2025, I was a RIBA London Awards judge. In 2024 and 2025, I joined the jury for Architizer's A+ Awards.