233. The Key to Winning Agency Clients, with Joe Koufman

Dec 6, 2023

Joe Koufman, a marketing matchmaker and founder of Setup, shares his expertise on the critical elements of successful client-agency relationships. He emphasizes the vital role of chemistry and empathy in building connections, alongside the need for agencies to clearly define their ideal clients. Joe discusses how agencies should approach new business opportunities with desire and insight, advocating for a brave, challenger mindset that encourages creativity and pushes boundaries. Tune in for practical strategies that can enhance agency growth and client collaboration.

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INSIGHT

Chemistry Trumps Capability

Agency-client relationships rest on capability and chemistry, with chemistry now outweighing capability.
When multiple agencies are capable, chemistry becomes the decisive differentiator.

ADVICE

Qualify Opportunities With Four Criteria

Use clear criteria to decide whether to pursue new business so you avoid wasted effort and mismatches.
Consider deal size, brand value, learning opportunities, and internal capacity when qualifying leads.

ADVICE

Win Projects Before Full AOR Reviews

Expect fewer full-agency reviews and more project-based 'try-it' engagements from clients.
Aim to win project work first to prove value and then expand scope.

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Intro

We invited Joe Koufman from Setup to discuss the misconceptions agencies have about the client-agency match process. He emphasizes the importance of chemistry in client-agency relationships and also shares his criteria for pursuing new business while highlighting the need for agencies to demonstrate their desire to win a client's business. Tune in for examples of how agencies can show empathy and understanding to build chemistry with clients.

What you will learn in this episode:

The importance of building chemistry with clients in the agency-client relationship.
The need for agencies to clearly define their ideal client profile and not deviate from it.
The criteria agencies can use to determine whether to pursue new business.
The evolving expectations of clients in the agency selection process.
The importance of demonstrating desire and showing clients that the agency truly wants their business.
The value of being a challenger agency that brings unique insights and pushes clients to be bolder and more creative in their marketing efforts.

Bio

Joe Koufman is a natural connector, who has brought together three married couples and fostered countless fruitful business relationships. In 2014, he transformed his passion for connecting people into a remarkable venture called Setup, a marketing matchmaker focused on connecting marketers with the best agencies and resources.

Before embarking on his entrepreneurial journey, Joe dedicated six years to leading business development and marketing at Engauge, a renowned agency acquired by Publicis Groupe in 2013 and merged with Moxie. As the Senior Vice President of Business Development and Marketing, he played a pivotal role in forging strong partnerships with prominent clients such as Cisco Systems, Newell Brands, AMC Theatres, Hanesbrands, Hershey's, Food Lion, Georgia-Pacific, Supercuts, Turner Broadcasting, and Chick-fil-A. Prior to that, Joe spent eight years driving the growth of strategic accounts at KnowledgeStorm, a company acquired by TechTarget in 2007. He began his career in the dynamic world of retail, working in five states for Abercrombie & Fitch and Eddie Bauer.

Joe has been giving back to the marketing community for many years by serving on the board of directors of the American Marketing Association (AMA Atlanta), the Atlanta Interactive Marketing Association (now Fuse), and the Terry College of Business at the University of Georgia. He also volunteers weekly at Everybody Wins! Atlanta.

Resources:

Website: https://setup.us/
LinkedIn Personal: https://www.linkedin.com/in/joekoufman/
LinkedIn Business: https://www.linkedin.com/company/setupsays/
Facebook: https://www.facebook.com/SetupSays