Episode 17:

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When it comes to AEC marketing, account based marketing (ABM) is changing the way that AEC firms communicate with their high-value accounts by improving efficiency and increasing booked revenue. For the longest time, relationships took precedence when design and construction firms sought out new business, but everyone has those relationships now. ABM is the new strategy design and construction firms are adopting to help sell more at a faster pace and keep their sales team focused on the best prospects.

ABM enables marketing teams to form relationships with key prospects that spend habitually before the sales team makes the first touchpoint. By creating a carefully constructed digital dialogue with high-end clients, they will know your firm better than your competitors’ and vice versa. That means strategically building brand equity so that your sales team is reaching marketing qualified leads at a point in the sales cycle when they are ready to buy.

Katie Fisher and the corporate solutions division of JLL dedicate their efforts to become experts in ABM because of the positive results it can generate. As they pilot the program in their division, they have been able to produce consistent messaging in a consistent voice that is tailored to the target and created for the buying authority.

What You Will Learn:

• Katie Fisher’s role as Sr. Director of Field Marketing at JLL
• Account based marketing and why it’s effective as an AEC marketing strategy
• How Fisher’s team is using ABM at JLL
• Measuring the results of your ABM strategy

Resources:

• Website: www.us.jll.com
• Twitter: @KFish2482