SmartSKILLS: ABM for AEC: Introduction to Account-Based Marketing and Sales Alignment

Most AEC firms aren’t struggling because they lack activity. They’re struggling because their effort is spread across the wrong opportunities.

Account-Based Marketing flips the traditional AEC growth model on its head. Instead of chasing volume, ABM focuses your marketing, business development, and leadership attention on the accounts that matter most - those with the greatest potential to drive long-term revenue and strategic growth.

This SmartSKILLS session introduces ABM specifically for the AEC industry, where long sales cycles, relationship-driven pursuits, and complex buying teams demand a more intentional approach. You’ll learn what ABM actually is, what it is not, and why it consistently outperforms traditional lead-based marketing in professional services environments.

What you’ll learn in this session:
• How Account-Based Marketing works in an AEC context and why it’s different from traditional marketing models
• Why ABM delivers higher ROI by reducing wasted effort and focusing resources on high-value accounts
• How personalization and account focus strengthen relationships, trust, and positioning over time
• Where most AEC ABM efforts fail and how to avoid common pitfalls

Sales and marketing alignment is a core focus.

ABM only works when marketing and business development are aligned. This session breaks down how to:
• Clearly define the roles of marketing and seller-doers in an ABM model
• Support BD efforts without competing for ownership of relationships
• Create shared accountability around target accounts and outcomes

You’ll leave with a clear understanding of how to move from activity-based marketing to focused, account-driven growth — positioning yourself as a more strategic partner to leadership and business development.