Higgle: The B2B Sales Club

Bruno Gralpois, Co-founder and Principal of Agency Mania Solutions, is dedicated to enhancing client-agency partnerships. With leadership roles at Microsoft and Visa, his expertise in establishing Agency Management practices has culminated in over two decades of thought leadership. The bestseller “Agency Mania”, authored by Bruno, played a key role in shaping Agency Management as a corporate discipline. In this episode, we’re hearing all about the evolving landscape of marketing agencies with Bruno. We check out how agencies are transitioning into strategic partners, focusing on efficiency and cost-effectiveness. Bruno shares his insights on the predicted global ad spend growth of 7-8% for 2024 as well as the innovative compensation models that agencies are adopting. We discuss the impressive performance of major holding companies, their investments in AI, and the adaptability of independent agencies. Highlighting practices that foster collaboration and innovation, we also underscore the importance of diversity, inclusion, and sustainability as growth catalysts. Topics covered during this episode include: How marketing agencies are evolving into strategic partners.Why agencies are reimagining compensation models to stay competitive.How major holding companies leverage financial strength for AI advancements.Why independent agencies remain appealing due to their specialized services and acquisition potential.How regional economic challenges influence agency performance, with the UK facing more difficulties.Why data and production are crucial for driving value and efficiency in marketing.How independent agencies can leverage technology and AI to maintain competitiveness.How recent research efforts refine industry best practices for better brand-agency collaboration.Why diversity, inclusion, and sustainability are essential for growth.How the evolving marketplace offers indie agencies opportunities to innovate and transform business models.Why the industry is at a pivotal point, with new collaboration and production methods emerging.How responsible practices, transparency, and innovation are catalysts for growth within the industry.Why self-regulation is crucial to prevent government-imposed restrictions on AI and technology use.Why the marketing industry holds exciting potential despite challenges, driven by necessity-induced innovation.   Bruno Gralpois on LinkedIn: https://www.linkedin.com/in/gralpois/

Jeff Mains is a serial entrepreneur and growth expert known for building and exiting multiple successful companies. He is currently the CEO of a fintech SaaS company called Intelligent Contracts, and the founder of Champion Leadership Group. Jeff is also an author, with his upcoming book titled Captain's Keys: 4 Key People Every Successful Business Leader Needs, and host of the SaaS Fuel Podcast. We explore the art of scaling businesses with Jeff today, focusing on building effective sales teams and lead generation strategies. Jeff shares insights on transitioning from founder-led sales to structured teams, and we discuss nurturing customer relationships, converting leads, and the importance of curiosity and depth in leadership. Topics covered during this episode include: How Jeff's passion for sharks influences his unique leadership style.How transitioning from founder-led sales to a structured team involves knowledge transfer.Why proper onboarding is essential to avoid expecting instant results from new sales hires.Why narrowing focus is crucial for significant growth in tech startups.How to tailor lead generation strategies for the tech SaaS industry with inbound and outbound methods.Why shifting from "always be closing" to guiding prospects is beneficial for businesses.How fostering trusted relationships transforms cold calls into meaningful engagements.Why businesses should refine their propositions to attract niche market clients.How Jeff's experiences of building and exiting companies inform his sales strategies.Why ungating content can build trust and lead to successful client interactions.How guiding prospects through the sales funnel involves offering educational content.Why aligning sales and marketing is crucial for company-wide success and growth.How managing cash and hiring competent people are key success factors in scaling.   Jeff Mains on LinkedIn: https://www.linkedin.com/in/jeffkmains

Simon Hewitt is a co-founder of Orange Panther Collective, an advertising startup that combines big agency expertise with the flexibility of a smaller shop. With a career spanning major firms like M&C Saatchi, AMV, BBC Creative, Leo Burnett, and Engine, Simon brings a wealth of experience. In this episode, Simon discusses the challenges he’s faced in transitioning from big firms to a boutique agency, emphasizing the importance of balancing creativity and strategy. Simon shares valuable insights on building authentic client relationships and crafting impactful, culturally relevant advertising. Topics covered during this episode include: How Simon transitioned from major agencies to his startup.Why maintaining credibility and blending creative strategies is crucial for new ventures.How Simon's fascination with wooden designs led to his popular blog, “Good Wood Would.”Why OPC initially focused on startups before partnering with larger clients.How OPC aims to ignite growth for both emerging and established brands.Why balancing long-term strategic thinking with short-term creative output is important.How iconic campaigns like Cadbury's Gorilla advert highlight the value of longevity in advertising.Why current disposable, trend-driven work can undermine brand memorability.How the need for a unifying creative idea at a platform level is essential for consistent messaging.Why big ad agencies instill discipline, codification, and high-quality production in their work.How emotional investment and strategic framework drive impactful brand messaging.Why authenticity, honesty, and clarity are vital for agency differentiation and client relationships.How culturally relevant content must balance with long-term creative strategies.Why the "move fast and break things" mentality is critiqued in today's industry.Why Simon believes in the value of both industry rigor and creative freedom for brand success.   Simon Hewitt on LinkedIn: https://uk.linkedin.com/in/simonhewitt-orangepanthercollective

Rob Harrison-Plastow is a researcher and strategic consultant specialising in understanding emotion and behaviour. He spent 8 years working in strategy at the University of Exeter before launching Source Nine with ex-2cv Founder Vincent Nolan where he now helps clients to create and communicate incredible emotional value so that they can win more customers, deepen trust and strengthen loyalty. Rob combines emotional insights with qualitative research to revolutionize brand strategy and marketing. His company has developed a model called The Empathy Framework, a cutting-edge model which unlocks a logic to emotion. Today, along with Rob, we’ll explore this framework and discuss how understanding and leveraging emotions can reshape marketing strategies. We also touch on fascinating cultural constructs of emotions and how these insights can create authentic connections with audiences. Topics covered during this episode include: How emotional needs drive behaviour in sales and marketing, rather than rationality.An introduction to The Empathy Framework.How emotions and colours are cultural constructs, influencing perceptions differently across societies.Examples of cultural differences from Russia and Germany.Why understanding cultural and personal beliefs is crucial for crafting effective marketing narratives.How cognitive behavioural therapy principles can enhance marketing strategies by focusing on emotional needs.The importance of perceiving whether emotional needs are met or unmet.Why an empathetic approach helps predict and explain consumer behaviour for better brand alignment.How marketing strategies should aim to serve and authentically connect with audiences, not coerce them.How leveraging qualitative research and AI tools can enhance understanding and engagement.Why marketing strategies need to align with human emotional drivers.How mapping emotional needs can create specific flavours of emotional value in marketing.The importance of understanding and meeting consumers' emotional needs in brand strategy and media planning.How applying neuroscience and empathy in marketing can lead to transformative consumer connections.   Rob Harrison-Plastow on LinkedIn: https://uk.linkedin.com/in/rob-harrison-plastow-12314228

Bethan Vincent is an experienced B2B marketing leader and entrepreneur who has been driving accelerated revenue growth as a Marketing Director and Consultant for over a decade at Open Velocity. She is a regular speaker at international conferences and is podcast host of The Brave. This week we’re talking about strategic marketing for B2B organizations with expert insights from Bethan. She unpacks the critical differences between strategic and tactical marketing, emphasizing the importance of aligning services with the genuine needs and pain points of the target audience. We explore effective positioning and differentiation strategies, the value of focusing on outcomes rather than activities, and how to enhance visibility through awards, thought leadership, and compelling content. Additionally, we discuss the resurgence of in-person networking events and the significance of owning an engaged email database. Topics covered during this episode include: How strategic marketing extends beyond mere promotion and advertising to include product, pricing, and place.Why distinguishing between strategic and tactical marketing is crucial for aligning efforts with business objectives.The importance of building solid marketing foundations before launching promotional activities.How effective positioning and differentiation are vital in saturated markets.The necessity of aligning services with genuine needs and pain points.Why focusing on outcomes rather than activities can significantly impact marketing success.The value of awards, thought leadership, and compelling content for increasing visibility.How in-person networking events are making a comeback.Why owning an engaged email database for building relationships and sales in beneficial.Why businesses often misdiagnose strategic issues as promotional problems.The impact of AI on marketing agencies and the importance of partnering with early adopters.The need for foundational customer research before scaling marketing efforts.The benefits and caveats of speaking at conferences for strategic positioning and visibility.Why outbound sales strategies may offer short-term gains but struggle with long-term growth.How focusing on alternative strategies can help in achieving sustainable marketing success.   Bethan Vincent on LinkedIn: https://uk.linkedin.com/in/bethanvincent

Ramzi Marjaba is a solution specialist who transitioned from engineering to sales. With a background in communications engineering and over a decade of sales experience, he now coaches sales engineers on improving their soft skills and becoming invaluable assets in the sales process. He founded his business, We the Sales Engineers, in 2018. In this episode, we get into the role of Sales Engineers (SEs) in bridging the gap between complex business problems and advanced technical solutions. We explore how SEs, equipped with both technical skills and business savvy, build trust with clients, diagnose issues, and drive successful client engagements. Topics covered during this episode include: How SEs solve intricate issues that traditional salespeople often cannot address.The importance of combining technical acumen with strong communication skills for SEs.Why SEs should not be seen as mere technical support, but as integral sales contributors.How SEs demonstrate cost-saving and risk-reducing benefits to clients.How customer confidence is built by SEs, guiding clients towards superior solutions.The role of SEs in the discovery and qualification phases of the sales cycle.How SEs diagnose problems before prescribing solutions, acting as trusted advisors.Why SEs must possess thick skin, autonomy, and excellent problem-solving skills.How effective SEs excel in time management and communication between technology and humans.The process of sales engineering in solving business problems with technology.The impact of effective demos and proof of concepts in the sales cycle.How SEs adapt their messaging to different stakeholders within a client's organization.The application of SE traits in other sectors like marketing agencies and professional services.How SEs use diagnostic frameworks to uncover and address client problems.   Ramzi Marjaba on LinkedIn: https://www.linkedin.com/in/ramzimarjaba/

Stefan Debois is a former SAP consultant who transitioned into entrepreneurship by founding his own software company, Pointerpro. He leverages his extensive experience with multinational giants to develop innovative automated assessment tools that help consultancies grow without increasing headcount. Clients of his include Deloitte and AstraZeneca. In this episode, we welcome Stefan to explore how his automated assessment tools are revolutionizing the consultancy industry, enabling businesses to scale efficiently. He provides insights into the power of benchmarks and thought leadership in consultancy, and demonstrates how paid diagnostic assessments can uncover opportunities for high-value projects. We also discuss how professional services providers can approach their content marketing strategy. Topics covered during this episode include: How Stefan's software company evolved from a survey platform to an automated assessment niche.Why automated assessments provide personalized advice to help businesses grow efficiently.Stefan’s joy of using sports analogies when talking business.How paid diagnostic assessments can bring in high-value project opportunities.Why an optimized online presence is vital for driving inbound traffic and customer acquisition.How Stefan’s digital marketing strategies have attracted major clients.Why having a junior sales team can reduce overall sales costs.How content marketing and thought leadership can expand a client base globally.Why moving from time-and-materials billing to fixed price projects enhances efficiency and profitability.How integrating collective knowledge into user-friendly digital solutions reinforces thought leadership.How a transition from professional services to SaaS can change sales cycles and strategies.Advice from Stefan to SaaS tech leaders who are launching their product and want to scale.   Stefan Debois on LinkedIn: https://www.linkedin.com/in/stefandebois/

The guest for this episode is Haris Halkic, a tech sales professional and LinkedIn content creator from Germany. With five years of experience as an account executive across various companies, he now runs the SalesDaily newsletter, providing sales resources and insights to its subscribers He explains revolutionary B2B sales strategies today, focusing on a multi-channel approach that combines LinkedIn, cold calling, and emails. We discuss the integration of AI tools to streamline sales processes, the resurgence of cold calling, and the importance of personalized outreach methods. Topics covered during this episode include: How AI tools for note taking and call analysis enhance sales productivity.Why cold calling is resurging post-pandemic within multi-channel strategies.How training, dedication, and flexible scripts are vital for successful cold calling.Why large enterprise sales organizations benefit more from cold calling than mid-market suppliers.How engaging prospects on LinkedIn through meaningful comments can build relationships.Why modern sales trends emphasize genuine human connections amidst AI proliferation.How creativity in outreach, like using LinkedIn voice notes and short introduction videos, can be impactful.Why many sales reps are reluctant to adopt basic yet effective sales tactics.How digital sales rooms and AI tools aid in streamlining the sales process.Why some enterprises restrict AI note takers due to data protection concerns.How top sales performers prioritize revenue-generating activities and say no to non-essential tasks.How personalized outreach methods, such as leaving voicemails, improve email open rates.How the transition from corporate roles to the creator economy helps salespeople discover innovative tactics.How remote settings challenge traditional sales training and support.Why young sellers need increased training and support to adapt to the current sales environment.   Haris Halkic on LinkedIn: https://www.linkedin.com/in/haris-halkic/

Today we’re talking all about transformative power of strategic partnerships in scaling tech companies. We’re joined by Barrett King, who is Senior Director, Revenue & Partnerships at New Breed as well as a former HubSpot leader. We explore his unconventional journey from the restaurant industry to becoming a B2B tech sales expert. Barrett shares key insights from HubSpot’s early days, highlighting the importance of market listening, exceptional customer support, and innovative partnership models. We also discuss the critical role of tech ecosystems, personal branding, and customer-centric sales approaches in driving growth.   Topics covered during this episode include: Why Barrett’s transition from the culinary arts to B2B tech sales provides unique perspectives.How HubSpot’s early market listening, customer support, and partnerships led to SaaS success.Why tech ecosystems are crucial for company expansion and long-term growth.How distributors, resellers, and VARs enhance go-to-market strategies.Why customer retention and robust ecosystems drive business success.How personal branding for sales teams contributes to overall company success.Why salespeople need to be knowledgeable consultants, not just product sellers.How improving conversion rates requires a blend of data analysis and incremental changes.Why a strong company culture and mission belief inspire personal and organizational success.Emphasizing quality over quantity in sales efforts involving tech.Why customer service should be integrated into sales functions for better results.How successful tech companies retain and expand existing customers for sustainable growth.Why understanding customer problems deeply is essential for improving conversion rates.How owning one’s social and email presence can elevate personal and company brand.Why the conventional sales approach needs to evolve towards customer-centric methods.   Barrett King on LinkedIn: https://www.linkedin.com/in/barrettjking/

We are joined today by Gerry Hill who is RVP EMEA, Strategy and Alliance at ConnectAndSell. His company’s cloud-based dialing technology enables B2B businesses to have more conversations with their intended targets than serial dialing. With extensive experience in risk assessment, cost analysis, and market entry strategies, Gerry brings a wealth of knowledge to sales professionals navigating challenging markets. Gerry will take us on an exploration of innovative sales strategies, diving into mastering sales lead generation in tough markets, understanding private equity's role in business efficiency, and engaging senior prospects. He shares actionable insights on boosting sales productivity using agile teams and scientific approaches.   Topics covered during this episode include: Why mastering sales lead generation in challenging markets is required for boosting sales team effectiveness.The role of private equity in value creation and operational efficiency through operating partners.Proactive strategies for slower markets, focusing on aggressive closing techniques and system improvements.How to confidently engage with senior prospects and uncover opportunities to add substantial value.The evolving landscape of sales strategies, emphasizing outbound sales and agile methodologies.Benefits of small, specialized sales teams for productivity and morale.Transforming lead generation by moving clients from fear to curiosity within seconds during cold calls.Effective sales strategies emphasizing permission-based openers and confidence in outbound sales.Why the emergence of operating partners in private equity is essential for enhancing company performance.The necessity of balancing labor and valuing experienced talent in today's market.How trusted advisors and value articulation become vital in down markets.Importance of selling underlying technology rather than just products in the SaaS industry.The role of executive buy-in and structured sprints in applying agile frameworks to sales.How nurturing relationships over time is critical for long-term demand creation in outbound sales.   Gerry Hill on LinkedIn: https://uk.linkedin.com/in/beaccurate

J Francisco Escobar, who is President & Founder of JFE International Consultants, as well as COO of Lake House Partners, joins us today. He is a seasoned marketing professional who transitioned from finance to marketing during his time at Texas Instruments. His unique journey and extensive experience in managing budgets and procurement have made him an expert in balancing creativity with fiscal responsibility.   In this episode, we’ll explore the balance between creativity and budget constraints in marketing. We hear about his change from finance to marketing and the difficult decisions that need to be made when selecting agency partners. Francisco also brings valuable insights into the impact of AI on marketing and agency models.   Topics covered during this episode include: How J Francisco Escobar's finance background influenced his approach to marketing and procurement at Texas Instruments.How maintaining advertising and travel budgets during tough times can capitalize on market opportunities.Strategies for managing budgets and procurement within marketing communications.How J Francisco's diplomatic upbringing and teaching influences shaped his career.Why procurement plays a critical role in marketing and travel.Insights on choosing agency partners and the role of search consultancies.The pitfalls of search consultancies shifting focus to cost consulting.Practical tips for ensuring a fair and efficient agency selection process.The importance of genuine enthusiasm and thoroughness in agency presentations.How AI is disrupting traditional agency compensation models.Explanation of the four basic pricing models in procurement.How AI introduces tech fees as a new dimension in monetization strategies.The impact of AI on agency models and the potential for value-based pricing.Benefits of agencies adopting AI to stay relevant and attractive to talent.How agencies can leverage AI to blur lines between different marketing services.Why client-side experience is valuable for agency professionals.     J Francisco Escobar on LinkedIn: https://www.linkedin.com/in/jfeintl

Today we’re joined by Katy Howell, the founder of Immediate Future, which is a successful social media agency. She also has an intriguing background in science, having studied genetics and plant sciences. Katy transitioned from science to marketing, bringing an analytical perspective to her work. We’ll discuss her journey from science to social media success, the critical role of empathy in understanding buyers, and practical strategies for effective networking. Katy also shares tips on how you can stand out in the crowded B2B market through passion, expertise, and authentic connections. Topics covered during this episode include: Katy Howell's transition from science to founding a social media agency.Why adopting an empathetic approach is crucial in today's climate of personal challenges and burnout.How a more empathetic approach aids in understanding the psychographics of buyers.The importance of having an ideal customer profile (ICP) for effective communication.How genuine curiosity and meaningful conversations build lasting professional relationships.Katy's personal experience of being sober for 19 months and its impact on networking.Why engaging others with interest and embracing uniqueness enhances networking efforts.Practical advice for early-career professionals on participating in industry events.The value of attending events, joining communities, and prioritizing face-to-face interactions.Why maintaining and nurturing connections through follow-ups and personalized communication is essential.How leveraging expertise and demonstrating a unique personality differentiate agencies in a crowded market.Why it’s a good idea to involve the entire team in social media efforts.The importance of understanding the professional and personal drivers for buyer decisions.Katy's strategy of using knowledge sharing as a means to build trust.The role of thought leadership in building trust and influencing purchase decisions.The importance of personality and expertise in agency differentiation.   Katy Howell on LinkedIn: https://www.linkedin.com/in/katyhowell/

Craig Letton is the CEO of Hyble, a world-class marketing technology company that serves the alcohol industry. With over 11 years of experience in this role, Craig has a proven track record of scaling the business, expanding into new markets, and delivering innovative solutions for global clients. Craig's core competencies include new business development, strategy, marketing management, and negotiation. He has transformed Hyble from a family business into a software provider that is used by leading drinks brands and distributors in over 50 countries, such as Bacardi, Carlsberg, Campari, and Diageo. Under his leadership, Hyble has grown revenue 10X since 2017 and secured backing from the UK's most-active growth funding investor, BGF. Craig has recently re-located with his family from Scotland to Boston to build his business in the USA. Hyble is a marketing technology company focused on disrupting the global alcohol marketing industry. Their marketing technology platform delivers high-quality, customizable, compliant printed and digital marketing materials ordered on-demand for clients. In this episode, Craig guides us through the art of building trust and mastering enterprise sales. He shares his incredible journey from transforming his family’s digital print business into a global technology powerhouse. We discuss the critical elements of winning major B2B deals, the importance of emotional intelligence, and effective sales strategies like the Challenger sales approach. Craig also demonstrates how experience, innovation, and a relentless drive can help you win major RFPs and convince large corporations to embrace new technologies. Topics covered during this episode include: Why building trust in B2B relationships is always needed for long-term success.How personal vulnerabilities can foster mutual trust in business relationships.The importance of strategic pivots and innovation for business growth.The role of experience, innovation, and perseverance in winning major RFPs.Why emotional intelligence and empathy are key to successful sales negotiations.The effectiveness of the Challenger sales approach in engaging clients.How nurturing a few key relationships can lead to long-term, reliable partnerships.The significance of understanding a client’s core drivers and aligning solutions accordingly.Why a collaborative approach to problem solving strengthens business relationships.How preparation and rehearsing to perfection are essential for successful enterprise selling.The value of listening and high emotional intelligence in B2B sales conversations.How making emotional connections first and backing them with logic can close deals.The versatility of sales skills across various business aspects, including investor negotiations.The role of thorough research in aligning solutions with a client's culture and values.How focusing on unique solutions and unwavering commitment drives business vision.   Craig Letton on LinkedIn: https://www.linkedin.com/in/craigletton

Jeremy Smith, the Managing Director at 4C Associates, joins us in this episode. 4C Associates is a 120+ person European focused Commercial, Procurement and Supply Chain consultancy delivering sustainable impact in Retail & Consumer, Life Sciences, Public Sector and Financial Services. He has been with 4C for about 13 years, and has amassed another 10 years of procurement consultancy before this tenure. Backed by Jeremy’s decades of expertise, we explore effective methods for standing out in competitive markets, the importance of low-maintenance introductions, and the value of referrals. He explains exactly what procurement professionals look for when evaluating suppliers in RFP processes. Jeremy also provides insights into navigating procurement-led processes, the challenges of reverse auctions, and how to maintain engagement during periods of silence.  Topics covered during this episode include: Jeremy’s personal journey from a quantity surveyor to procurement expert.How procurement professionals evaluate suppliers in RFP processes.Balancing organizational knowledge with the risk of becoming complacent.Why communication is vital during procurement processes, especially when experiencing delays.How to maintain engagement and pressure after a two-week period of silence from potential clients.The importance of being selective and realistic with the three-question framework for qualifying opportunities.How suppliers should engage with procurement departments when selling marketing services.Why early, low-maintenance introductions and referrals are better than spammy outreach.Challenges of reverse auctions and how to avoid commoditization in procurement processes.How suppliers can differentiate their services early to avoid being commoditized.Usefulness of the Kraljic matrix in strategically positioning your company.Practical advice for smaller companies bidding for larger contracts.The significance of building relationships with procurement professionals while maintaining humility.   Jeremy Smith on LinkedIn: https://www.linkedin.com/in/jeremysmith27

Andy Griffiths is Associate Director, Client Growth at Space & Time, a leading independent agency specializing in growth marketing through media and tech. Space & Time has clients spanning across retail, property, food & drink, health, charity, finance, B2B, sport, leisure and tourism With Andy, we’re looking into the secrets to agency differentiation and mastering the art of intermediary relationships. We discuss how agencies can make a lasting impression during initial chemistry calls, the benefits and challenges of collaborating with intermediaries, and evolving strategies to stand out in a continuously crowded market. Topics covered during this episode include: Andy’s unique experience of recording a radio jingle in Uganda.How to recognize when an agency is ready for intermediary partnerships.Why the quality of feedback from intermediaries is crucial.The complexities and benefits of finding the right intermediary.Why maturity in current sales processes is important for intermediary success.How intermediaries provide qualified opportunities and structured pitch processes.The significance of building long-term relationships with intermediaries.Why regular communication with intermediaries keeps your agency front of mind.The potential red flags when choosing an intermediary.Using Pitch Positive Pledge to ensure fair and high-quality tender outcomes.The evolution of agency differentiation strategies over the past five years.Why commercial empathy and meaningful connections are essential during initial chemistry calls.The role of brand reputation and quality of client engagement in agency differentiation.The balance between technical expertise and presentation skills in client pitches.How authenticity and transparency from technical experts can create client empathy and trust.The importance of account management in translating technical knowledge into actionable client solutions.The balance between excellent service delivery and profitability in client retention and acquisition.The key pillars for evaluating new business opportunities.   Andy Griffiths on LinkedIn: https://uk.linkedin.com/in/andygriff

Emma Thwaite, a seasoned expert in new business development and marketing, runs the consultancy Beckon and joins us this week. With 25 years of experience across large network agencies and independent creative firms, she specializes in drawing the right clients to agencies and supporting their growth. In this episode, we dig into the secrets of building long-term client relationships in B2B sales. We check out how to transform thin pipelines into rich opportunities and ways to craft value-driven communication. Emma shares her expertise on becoming a trusted partner, building impactful pitch teams, and creating meaningful, profitable relationships. Topics covered during this episode include: Why understanding ideal clients and effective communication are necessary before entering the pitch process.How Beckon focuses on drawing the right clients to agencies.Why nurturing relationships and maintaining engagement keeps agencies top of mind.Leveraging existing networks to transform thin pipelines into lucrative opportunities.Why cold calling and mass LinkedIn outreach are less effective than value-driven communication.Why pre-qualifying leads ensure meaningful and profitable relationships.Treating credential meetings as two-way streets to help gather insights into clients' needs.Why agencies should avoid bidding on projects without access to human decision makers.How offering valuable insights, even when declining to bid, fosters long-term relationships.Why trust within the pitch team and understanding the brief are critical for successful pitches.How a pitch lead should ensure every team member contributes effectively.Why clients seek hope and a better way forward during the pitch process.How creating compelling presentations involves focusing on how the team makes the client feel.   Emma Thwaite on LinkedIn: https://www.linkedin.com/in/emma-thwaite-3b26864/

Kevin Hopp is an outbound sales trainer and consultant that specializes at helping B2B companies build phone-focused outbound motions. He joins us for this episode to talk all about the world of modern cold calling. We debunk the myth that cold calling is obsolete and explore how generational differences shape sales strategies. Through live experiments and practical advice, Kevin and I demonstrate how even the most hesitant sales reps can transform cold calls into meaningful conversations. Also, we’ll emphasize the importance of building trust and using technology, such as dialers, to enhance productivity. Topics covered during this episode include: How generational differences impact cold calling strategies in B2B sales.Why younger sales reps face psychological barriers with direct phone interactions.A cold call experiment to demonstrate the effectiveness of modern techniques.How building genuine trust is crucial in cold calling and sales.Why moving beyond scripts and sales jargon fosters better communication with prospects.How pre-established contacts can give an edge in competitive bidding scenarios.Why maintaining a monosystematic list of callable numbers enhances cold calling efficiency.Why key metrics like connect rates and conversion rates are essential for success.How having a script helps maintain a linear progression during calls.Why asking specific questions about a prospect's business can reduce cold call anxiety.How engaging in purpose-driven, business-centric conversations can improve call effectiveness.Why following up and maintaining communication builds long-term trust.How modern technology can aid in making cold calling less daunting and more productive.Why shifting from an impersonal advertising approach to a business conversation is effective.How reducing pressure and focusing on booking follow-up conversations can lead to better outcomes.Why organizing contacts and using technology are critical steps in a structured cold calling process.   Kevin Hopp on LinkedIn: https://www.linkedin.com/in/khopp/

Stephen Steers is a renowned sales consultant who has collaborated with industry giants like Google and Nike. He specializes in ContextSelling, emphasizing the importance of making sales interactions natural and relationship-focused. In this episode, Stephen reveals his secrets about ContextSelling. We explore how to engage clients effectively from the first call, emphasizing the importance of discovery calls and a compelling value proposition. Stephen also shares his proven strategies and frameworks for elevating conversion rates and building stronger client relationships. Topics covered during this episode include: An introduction to ContextSelling, the method that Stephen created.How addressing customer needs early maximizes value and engagement in sales calls.Stephen's experience with major companies like Google and Nike.How Stephen made an unexpected cameo in a Beyoncé music video.The importance of discovery calls for founders, CEOs, and sales professionals.Effective strategies for securing discovery calls, including compelling value propositions.Leveraging platforms like podcasts and webinars for business opportunities.Practical tips for improving conversion rates through rigorous qualification and team training.The concept of the "kryptonite question" to reveal a prospect's core needs.Tailoring responses to client needs based on similar cases and solutions.The significance of setting a clear agenda to reduce client anxiety and resistance.Using permission-based statements and maintaining a relaxed yet professional tone.Stephen’s OCGC framework for effective sales calls.Understanding the client's ideal state, current situation, and obstacles preventing their goals.How to ask questions to understand a prospect's needs before offering a solution.Adding value through relevant case studies without turning sales calls into free consulting sessions.Creating and presenting an offer that aligns with the prospect's identified needs.The importance of recording and reviewing calls to identify areas for improvement.   Stephen Steers on LinkedIn: https://www.linkedin.com/in/stephen-steers/

Remeny Armitage Royle, founder of Brilliant and Human, is an expert in building authentic B2B relationships. With over 20 years of experience in marketing and business development, she helps agencies understand and address their clients' true needs. In this episode, we’ll explore the art of building genuine connections in B2B sales. Remeny shares her expertise on moving beyond transactional interactions to truly understand client needs. We discuss the impact of AI, the importance of in-person mentorship, and point out some strategies for maintaining strong client relationships in remote settings. Topics covered during this episode include: The importance of moving away from transactional interactions to understand clients' true needs.How Remeny’s experience of “time travel” adds a unique twist to her professional insights.The challenges facing independent agencies amidst economic and political uncertainty in the UK.How AI is enabling larger agencies to compete more effectively with smaller ones.Why in-person mentorship in a hybrid work environment is needed for the next generation of agency professionals.How it is beneficial to source independent client feedback to uncover opportunities and validate new services.Strategies for maintaining robust client relationships, particularly in remote settings.How proactivity, effective internal communication, and building emotional credit with clients are crucial.Why innovative pitching techniques, such as interactive discussions, build trust and loyalty.Having the right team members during presentations to foster client trust.How to refine onboarding processes and challenge clients effectively for long-term success.The significance of understanding the audience and context during business pitches.Insights for agency leaders to assess client relationships and improve processes and communication.   Remeny Armitage Royle on LinkedIn: https://uk.linkedin.com/in/remeny

Kate Ross is the co-founder and MD of the social content agency eight&four Group. She started the business at the young age of 24 and has since developed a unique company culture that even embraces her love for wine. Kate's integration of personal passions with branding demonstrates her forward-thinking approach to marketing and agency leadership. We’re diving into the ever-evolving world of marketing in the AI era with Kate in this episode. We're discussing exactly how marketing agencies can differentiate themselves amidst the rapid technological advancements. We explore the shift from creative to technical prowess in agency credentials, the role of consultancy in modern marketing, and the impact of advertising automation on the industry. Topics covered during this episode include: How marketing agencies must evolve with AI advancements to maintain a competitive edge.Why agency differentiation means even more in a market where technical skills increasingly overshadow creativity.How legal and practical challenges within client organizations affect the adoption of new technologies.Why integrating personal interests can enhance a company's culture and branding.How consultancies act as navigators through rapid technological advances.Why there's a blend of excitement and anxiety regarding automation in the advertising industry.How the authentic human touch remains essential in storytelling.How smaller agencies can integrate AI without compromising their human-driven approach to sales.Why agencies face the challenge of maintaining quality in the face of automation.How AI is affecting advertising quality, potentially leading to consumer backlash against inauthentic ads.Why human creativity and emotional resonance are irreplaceable in effective advertising campaigns.The harms of believing the narrative of full industry automation.How embracing AI tools and strategic consultancy can solve specific client problems effectively.Why agencies should support internal debate and transparency about AI's role and potential impacts.   Kate Ross on LinkedIn: https://www.linkedin.com/in/katemhross/