The Innovative Agency 301. Agency Business Development – Hope is Not a Strategy, with Tom Martin
Today’s episode of The Innovative Agency Podcast is a must-listen if you’ve ever found yourself staring down an empty pipeline, wondering where your next opportunity will come from. Sharon Toerek is joined by Tom Martin, Founder and CEO of Converse Digital.
Tom doesn’t pull punches when it comes to one of the most critical and overlooked agency challenges: consistent business development in an unpredictable market.
Tom discusses why “hope is not a strategy” and delivers practical, proven frameworks that help agencies build resilient pipelines.
From earning trust by teaching, to positioning your agency with purpose, to using scarcity as a strategic lever, this conversation is loaded with insights you can act on.
If your agency’s growth feels reactive instead of intentional, this conversation is a masterclass in getting ahead, and staying ahead.
What you will learn in this episode:
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Why hope is not a strategy when for sustaining agency business development, and what to do instead
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How economic uncertainty is impacting marketing agencies’ pipelines, and how to respond proactively instead of reactively
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The importance of teaching instead of selling during the business development process to deepen client trust and credibility
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How to consistently remain top of mind with potential clients without feeling pushy or salesy
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What it really takes to build predictable growth
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Strategic approaches to harness agency specialization and showcase expertise
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Being intentional about client fit and practicing scarcity can actually improve your negotiating power and long-term agency health
Bio
Tom Martin is a no-nonsense, straight-talking business development expert with over 30 years of experience helping agencies turn conversations into customers. As the author of The Invisible Sale and Founder of Converse Digital, Tom has built a career on demystifying persuasion, showing agencies how to earn trust, capture attention, and drive action—without relying on outdated sales tactics.
An internationally recognized keynote speaker, Tom blends marketing, psychology, and technology to teach agencies how to Painlessly Prospect for their next great client.
Resources:
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Website: https://conversedigital.com/
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LinkedIn Personal: https://www.linkedin.com/in/tommartinjr/
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LinkedIn Business: https://www.linkedin.com/company/conversedigital/
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Facebook: https://www.facebook.com/ConverseDigital
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Agency Business Development Solutions: https://conversedigital.com/agency-business-development-resources
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The Invisible Sale: https://conversedigital.com/product/the-invisible-sale