Practical strategic marketing training for built environment firms

Marketing teams in architecture, engineering and construction often know what to do but miss why it matters and how it delivers business value. My training connects marketing activity to commercial goals, so your people make better decisions and deliver results that matter.

Who is this for?

My training works with:

Leadership teams who want clarity on how marketing supports growth and reputation
Marketing and comms teams who need strategic frameworks alongside execution confidence
Technical leaders and partners who want to build profile without it feeling performative
Universities and professional development programmes seeking industry-relevant training
Firms I've worked with: Cundall, Mace, RTPI, Arup | Universities: Brunel, SOAS, University of the Built Environment

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

Core programmes.

LinkedIn for leadership teams

The challenge: Most LinkedIn training focuses on posting and algorithms. The real challenge for leaders is why it matters, what to talk about, and how to make it sustainable.

What we work on:

Why LinkedIn matters for business development (not just visibility)
Strategic frameworks that deliver value
Sustainable approaches that work with busy schedules
Practical templates you can use immediately

Format: Series of 60-minute sessions (in-person or virtual)

Marketing writing for built environment teams

The challenge: Everyone can write. But can your team write in a way that genuinely differentiates your firm and speaks to clients' needs?

What we work on:

Writing that differentiates, not just describes
Built environment-specific frameworks
Channel-specific approaches (LinkedIn, proposals, thought leadership)
Practical application across your team

Levels: Fundamentals to full implementation workshops

1-2-1 Strategic advisory for leaders

The challenge: Partners, directors and business leaders who want to develop personal thought leadership or position themselves for board-level influence.

What we work on:

Personal positioning strategy
LinkedIn approach tailored to your goals
Visibility planning and speaking opportunities
Strategic relationship building

Format: Individual sessions tailored to your need

Bespoke corporate training

Custom programmes for specific needs:

Personal brand development for technical professionals
Thought leadership and strategic positioning
Social media strategy for AEC firms
Content planning and execution
Employee advocacy and internal alignment

Multi-session programmes, leadership team rollouts, or specific topic deep-dives.

What makes me different?

It's grounded in reality
25 years working in architecture and engineering firms. I know how frameworks work, why procurement matters, what actually wins projects. Not generic marketing theory.

It tackles real barriers
The problem isn't knowledge - it's time, confidence, and not seeing the point. We address those head-on.

It's immediately practical
Templates, frameworks, checklists you can use straight away. No theory without application.

It works with how you operate
We build around your reality. If leaders have EAs, we factor that in. If comms teams support multiple offices, we make it work.

What participants achieve

Leaders significantly increase LinkedIn presence and confidence
Team members report improved content quality and consistency
Partners win NED roles after raising their profiles
Biggest shift: confidence in knowing what's actually worth their time

The goal: Not just skills development - strategic understanding that changes how people approach their work.

Frequently asked questions

60 minutes to 2.5 hours depending on format. LinkedIn training typically single sessions. Strategic advisory runs 3-6 months with monthly check-ins.
Both work. In-person great for workshops. Virtual works for multi-session programmes where people are in different locations.
Always. Materials created specifically for you, aligned with your brand, using examples from your sector and projects.
LinkedIn training: partners, principals, directors, senior leadership
Writing training: marketing teams, comms professionals, bid teams
Strategic advisory: 1-2-1 for business leaders
LinkedIn/Writing training: £900-£2,000 depending on session length
Strategic advisory: from £3,000 for 3-month programmes
Bespoke programmes: from £5,000
(All exclude VAT)

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 (over 20,000 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.