How to bring 'boring' industries to life with Ayo Abbas and Michelle Garrett

How to bring 'boring' industries to life with Ayo Abbas and Michelle Garrett

Author: Ayo Abbas, Marketing Consultant May 23, 2025 Duration: 38:52

This episode is repurposed from my guest appearance on Michelle Garrett's PR Explored show live on LinkedIn. The lively discussion talks about marketing and PR strategies for so-called "boring" industries. We talk about how to find compelling stories in B2B sectors like construction, engineering, and manufacturing, and why these industries offer a sea of potential riches for marketers willing to dig that bit deeper.

We share:

  • How to identify stories in technical industries by looking beyond features to find the human impact, problem-solving angles, and business outcomes.
  • Ways to extract compelling narratives from engineers using the "so what?" questioning method to uncover the real benefits and outcomes.
  • Why we feel B2B marketing is way more rewarding than B2C
  • How to manage client expectations in technical PR
  • What effective content repurposing looks like in practice

Resources and links

Abbas Marketing

Garrett Public Relations

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About the show

The Built Environment Marketing Show is hosted by marketing consultant and content creator Ayo Abbas from Abbas Marketing. It is a show that is unashamedly about marketing for architects and engineers, as well as bringing forward voices that we don't always get to hear.  

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Hosted by marketing consultant Ayo Abbas, The Built Environment Marketing Show carves out a necessary space for professionals in architecture and engineering. This isn't a general business podcast; it's a focused conversation on the specific strategies and tactics that resonate within the built environment. Ayo brings forward voices and perspectives that often go unheard in mainstream marketing discussions, ensuring the content is both relevant and refreshingly practical. Each episode is built on the premise that effective marketing for these creative, technical fields requires a specialized approach. You'll hear from experts who understand not just marketing theory, but what actually works when trying to reach clients, win projects, and build a reputation in these industries. The discussions move beyond abstract ideas to deliver actionable hints and tips you can apply directly to your practice. Tuning into this podcast means getting a candid look at the challenges and opportunities of promoting design and engineering services, all from a host and guests who have been in the trenches. It’s an independent resource dedicated to making marketing feel less like a foreign language and more like a powerful tool for growth.
Author: Language: English Episodes: 100

The Built Environment Marketing Show:  marketing strategies and tactics for architects and engineers
Podcast Episodes
We're going live this week and we've had a makeover!! [not-audio_url] [/not-audio_url]

Duration: 2:32
Hello and welcome to The Built Environment Marketing Show and I’m still your host Ayo Abbas from Abbas Marketing. This special episode is to let you know about our new podcast name and that we'll start our new season of…
🥳 6000 downloads and we'll be back soon [not-audio_url] [/not-audio_url]

Duration: 2:42
Thanks so much for being a regular listener of Marketing In Times of Recovery hosted by me, Ayo Abbas, a built environment marketing consultant. To celebrate hitting a milestone of 6000 downloads I wanted to share a bit…
Ep 35: Communicating Engineers, Chris Moore, Price & Myers [not-audio_url] [/not-audio_url]

Duration: 47:02
Anyone who knows me, knows that I do love engineers and engineering in general, way more than I love architecture truth be none. So, today’s interview is a bit of an engineering marketing fest with Chris Moore who leads…
Ep 34: Strategy, people and interims with Caroline Copland [not-audio_url] [/not-audio_url]

Duration: 28:38
If you’re looking to hire an interim or trying to change your marketing strategy to a new focus, this is the episode for you. It features Caroline Copland who is an interim marketing director talking about her latest rol…
Strategy, Technology & Digital [REPLAY] with Pascale Scheurer [not-audio_url] [/not-audio_url]

Duration: 34:47
I’m finalising my next podcast interview, so time for another throwback this week, my interview with Pascale Scheurer from July 2020. As it’s Digital Construction Week, this conversation feels even more pertinent coverin…
Smart Cities, Branding & Digital [REPLAY] with Rick Robinson, Jacobs [not-audio_url] [/not-audio_url]

Duration: 36:33
Today I'm replaying my most downloaded episode with one of my most fascinating conversations with Rick Robinson who leads the global smart places team at Jacobs. This was recorded during lockdown one in August 2020 so it…