Here's a rollicking, rip-roaring marketing 101 with Ayo Abbas. Ayo specialises in B2B (business to business) marketing for the built environment.  And she believes marketing shouldn't be a weird, mystical art. We hear: why you should always remember you're marketing to peoplethe problem with customer avatars – "I hate them" says Ayo, and confusing funnelswhy Ayo finds marketing architecture, engineering and other built environment services so much more interesting (and more of a mental challenge) than consumer marketingthe biggest barrier to people marketing confidently and what you can do to address ithow to beat the blank page of no inspirationthe power of repurposing contentcreating relationships and networkstrends: AI and Chat GPT and how they will impact on marketingHeidi and Ayo also discuss diversity in the built environment industry: both progress to date and what's still needed, along with Ayo's career journey up to and including launching Abbas Marketing in 2020, just before the pandemic struck. Ayo is a board member for Make an Impact CIC, Heidi's social enterprise. "It's such a delight to listen to your wisdom on marketing" says Heidi.  What next? Visit Abbas Marketing, Ayo Abbas' built environment marketing consultancy for architects, engineers and contractors: https://www.abbasmarketing.comFind Ayo on LinkedIn where she posts powerful tips: https://uk.linkedin.com/in/ayoabbasDo you need help with your Impact Measurement and Management? More about Heidi's work at  https://www.makeanimpactcic.co.uk