Account-based marketing for AEC firms with Perryn Olson of

Perryn Olson is a renowned leader in both marketing strategy and business technology, serving as the Vice President of Marketing for The company provides comprehensive engineering and construction solutions under a single umbrella. He has also worked as a consultant in the architecture, engineering and construction (AEC) industry for firms including The Brand Constructors and Hinge Marketing. 

Perryn is a Certified Marketer through the Society for Marketing Professional Services (SMPS) and was the former President of the Louisiana division. His start came from a 14-year tenure at Design the Planet, starting as a design intern and climbing all the way into the role of Vice President.

Here’s a glimpse of what you’ll learn: 

  • What is account-based marketing (ABM), and why does it work for AEC firms?
  • Focusing on relationships in the engineering and construction space
  • The importance of specializing and niching your AEC firm 
  • Which kinds of content work best for ABM?
  • How software plays a role in tailoring service to clients
  • The indicators of a healthy ABM strategy
  • Improving business development and marketing integration
  • Tools that can give you the edge in the industry

In this episode:

What’s the best way to earn someone’s trust in the business world?

From financial to creative limitations and everything in between, firms and agencies of all kinds are reliant on trust. Even acquiring a client in the first place is a difficult proposition of persuasion and commitment. While facts and figures are crucial, there’s no substitute for a personalized approach. This is the primary theory behind account-based marketing and how it targets high-value prospects with a more specialized process. If done right, the outcome can be far more profitable than a shotgun approach. So what does it look like in action?

On this episode of the Spill the Ink podcast, Michelle Calcote King talks with Perryn Olson, the VP of Marketing for, to hear about account-based marketing and how he uses it in his AEC firm. The two go through a plethora of topics, including niching your firm, the best content for ABM and which tools can help along the way. They also touch on the integration of business development and marketing and how to do it right. Stay tuned for more!

Resources mentioned in this episode:

Sponsor for this episode:

This episode is brought to you by Reputation Ink.

Founded by Michelle Calcote King, Reputation Ink is a marketing and public relations firm that serves professional services firms of all shapes and sizes across the United States, including corporate law firms and architecture, engineering and construction (AEC) firms. 

Reputation Ink understands how sophisticated corporate buyers find and select professional services firms. For the past 10 years, they have helped firms grow through thought-leadership fueled strategies, including public relations, content marketing, video marketing, marketing strategy services and more.

To learn more visit or email them at today.


Featured Guest

Perryn Olson


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