Small Spark Theory: a marginal gains approach to new business and marketing EP76: A buyer perspective | Tina Fegent
In recent episodes, we’ve talked a lot about change and uncertainty, the persistent undercurrents unsettling our new business efforts and impacting our client relationships.
So, it seems a perfect time to speak to someone who has an unrivalled perspective of the agency and client dynamic – Tina Fegent.
From becoming one of the first marketing buyers in the UK over 25 years ago, Tina has set up and led procurement teams at some of the largest buyers of marketing services and led commercial teams at leading UK agencies.
In this episode, we discuss the shifts in how clients buy, and how agencies sell, what we can do to maximise our client relationships, why positioning matters more than ever, managing a personal brand and how to get your portrait taken by Rankin!
Tina’s recommended read is Buying Less for Less: How to Avoid the Marketing Procurement Dilemma by Gerry Preece. Listen in to find out how to win a copy.
This episode is sponsored by E2M, the #1 white label digital agency partner. Visit https://www.e2msolutions.com/smallsparktheory/ to enjoy 20% discount on your first month.
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