Lost in translation: UK–US AEC marketing, AI, and business growth tips with Keelin Cox

Lost in translation: UK–US AEC marketing, AI, and business growth tips with Keelin Cox

Author: Ayo Abbas, Marketing Consultant January 30, 2026 Duration: 18:44
The Built Environment Marketing Show: marketing strategies and tactics for architects and engineers
ArtsBusinessDesignEntrepreneurshipMarketing

Welcome back to The Built Environment Marketing Show hosted by me Ayo Abbas.

In this special crossover episode with Keelin Cox from The AEC Marketer podcast. In this episode we're talking about what's really happening with AI in marketing (spoiler: quantity is up, quality is questionable), why AEC marketers still aren't getting the strategic recognition they deserve, and what UK firms need to know before attempting to crack the US market.

This is a rare behind-the-scenes conversation between two marketers who've spent their careers proving that marketing in the built environment is far more than just proposals and pretty pictures.

This is part II of the episode where I'm interviewing Keelin and if you want to check out part 1 where Keelin interviews me on her show head here http://aecmarketeer.fireside.fm/141

Key takeaways

  1. How to use AI as a strategic tool rather than a content crutch - and why the difference matters for quality
  2. Why marketers need to speak the language of business: KPIs, win rates, and bottom-line impact
  3. The critical mistake most firms make when they think "marketing" means "proposals person"
  4. What UK AEC firms must understand about US state licensing, office requirements, and regional differences before expanding
  5. How to translate your strategic value into terms that leadership actually understands and respects
  6. The game-changing mindset shift: clients aren't buying your time, they're buying your 20+ years of expertise

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

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The Built Environment Marketing Show: marketing strategies and tactics for architects and engineers
Podcast Episodes
Ep 72: Introducing ‘The Practical Snacks’ marketing mini-series [not-audio_url] [/not-audio_url]

Duration: 2:29
Practical Snacks is a special weekly summer mini-series of short, snappy tactical marketing episodes that are under 10 mins on a particular marketing topic or theme.The mini-series is brought to you by Ayo Abbas from Abb…

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