Higgle: The B2B Sales Club

What strategies can agencies implement to harness the power of referrals and retention for sustainable growth? Tom Poynter is a seasoned industry expert who has honed his skills at prestigious companies and is currently Managing Director at Keel. In this discussion, we get into the importance of niche specialization in the competitive landscape of UK agencies, where 25,000 entities vie for attention. Tom argues that being a jack-of-all-trades isn't enough anymore. We explore how agencies can thrive by focusing on specific sectors and developing a deep understanding of client needs. We also tackle the specifics of sustainable agency growth, highlighting the power of referrals and client retention. Tom shares personal experiences and strategies that emphasize viewing each client as a potential ambassador. By nurturing relationships and delivering excellent work, agencies can build a network of advocacy, reducing the constant pursuit of new business. Later, we discuss the shift towards multimedia storytelling and impactful positioning, essential for engaging today’s B2B buyers. Topics covered during this episode include: How specialization is crucial for B2B agencies to differentiate in a competitive market. Why B2B buyers prioritize expertise over general offerings in agency services. How niche focus helps agencies thrive by understanding specific client sectors deeply. Why referrals and client retention are vital for sustainable agency growth. How delivering excellent work can transform clients into ambassadors for the agency. Why multimedia storytelling is essential for engaging modern B2B buyers. How impactful positioning and content strategies maintain agency distinctiveness. Why thought leadership and trade events are key for continued business growth. How agency evolution and strategic adjustments drive high-impact creative work. Why clear brand and communication alignment enhance client relationships and sales efforts. Tune in to discover how niche specialization can revolutionize your B2B agency's growth strategy in a competitive market!   Tom Poynter on LinkedIn: https://www.linkedin.com/in/tom-poynter-571b7a/

Are you ready to discover how aligning purpose-driven initiatives with business goals can elevate your marketing campaigns? Becky Hipkiss, the New Business Director at We Are Futures, joins us today as she shares her journey from client services to becoming a standout figure in business development. She opens up about her unique experiences, including her side hustle as a micro-influencer, where she enjoys perks like gifted holidays without focusing on monetization. We dive into her knack for strategic deal-making and her award-winning achievements, like being named the BD100 Rising Star, which have sparked reflections on her career path. We hear about intriguing concepts like "pester power," exploring how the influence of young people can shape marketing strategies beyond just consumer products. Becky provides insightful commentary on the evolving landscape of business strategies, emphasizing the significance of corporate social responsibility and diversity and inclusion. As traditional procurement processes fade, she highlights the importance of co-creation and personalized outreach in forming strategic partnerships. Topics covered during this episode include: Why children's influence, or "pester power," can be significant in shaping marketing strategies. How aligning marketing strategies with business goals ensures campaigns are purposeful and profitable. Why corporate social responsibility is vital in evolving business strategies. How agencies can benefit from co-creation and risk-sharing with clients for mutual growth. Why personalized outreach is crucial for successful business development in agencies. How young people's perspectives are essential in crafting impactful marketing strategies. Why long-term, purpose-driven initiatives are necessary for achieving measurable business outcomes. How Becky balances her professional role with her passion as a micro-influencer. Why purpose-led agencies often undervalue their potential for driving brand advocacy and profit. Why traditional procurement processes are becoming less effective compared to strategic partnerships. Join us as we dive into the world of corporate social responsibility and learn how to co-create and risk-share with clients for meaningful outcomes!   Becky Hipkiss on LinkedIn: https://uk.linkedin.com/in/beckyhipkiss

How can embracing friction in sales negotiations unlock more creative and effective deal-making strategies? Saad a Saad is a negotiation consultant with Corporate Visions and the author of In the Lead: Mastering Your Sales Negotiation. We explore the art of negotiation beyond mere price discussions in this episode, focusing on the nuances that differentiate sales contexts from others. Saad shares invaluable insights on how to present justifiable pricing, build strong client relationships from the get-go, and employ strategic frameworks like the Kraljic matrix for B2B success. Whether you're a seasoned negotiator or just beginning your journey, this episode offers a wealth of knowledge to enhance your negotiation prowess. We examine the balance of trust and friction in negotiations, revealing how a bit of strategic tension can spur creativity and innovation. We also discuss the importance of positioning oneself as a valuable supplier and how to articulate value effectively to avoid being perceived as a commodity. Through Saad's six principles for successful negotiations, we uncover the significance of setting ambitious goals and maintaining logical propositions. Topics covered during this episode include: How Saad distinguishes sales negotiation from other contexts, emphasizing justifiable pricing strategies. Why strategic frameworks like the Kraljic matrix are needed for B2B success. How early client interactions set expectations and build strong relationships. Why balancing trust and strategic friction enhances negotiation outcomes. How friction fosters creativity and challenges assumptions in sales discussions. How being perceived as a unique supplier impacts negotiation dynamics. Why discounting without value exchange affects perceptions of worth. How to maintain logical propositions and ambitious goals in complex negotiations. Why friction is critical for finding the right agreement, not just any agreement. How to strategically prepare for negotiations with well-defined objectives. Why being compelling and trustworthy is crucial in B2B sales negotiations. Power up your negotiation skills and unlock B2B success with strategic insights and frameworks discussed in this must-listen episode!   Saad a Saad on LinkedIn: https://www.linkedin.com/in/saadasaad/

What are the surprising findings about client awareness of agency services, and how can agencies bridge this gap? In this episode, I sit down with Remeny Armitage once again, Founder of Brilliant and Human, to discuss the intricacies of client-agency relationships. Remeny's extensive research reveals a surprising gap: 40% of agencies acknowledge that their clients might not fully understand the breadth of services they offer. We get into the significance of genuine engagement and human connection in business, exploring how these elements can transform success and client retention. Remeny also provides insight on the role of AI and powerful strategies to enhance agency-client dynamics. We later uncover strategies that shift agency-client interactions from transactional to relationship-driven. This includes drawing fascinating parallels with the consulting industry, highlighting how building commercial confidence within agency teams can position them as trusted advisors. This not only enhances client loyalty, but also opens doors for growth. From refining onboarding and communication processes to moving from hourly billing to value-based engagements, this episode reveals all! Topics covered during this episode include: Why authentic engagement and humanity are pivotal in client retention and success. How looking at similarities in the consulting industry can help agencies become trusted advisors. Why refining onboarding and communication processes enhance the client experience. How transitioning from hourly billing to value-oriented engagements benefits both agencies and clients. Why agencies should market their services effectively to existing clients. How proactive strategic thinking and challenging client assumptions drive loyalty. Why building commercial confidence within agency teams leads to better client interactions. Why agencies need to demonstrate human value amidst AI advancements in the industry. How improving agency-client dynamics can unlock new revenue streams and opportunities.   Listen now to uncover the surprising dynamics of client-agency partnerships and learn how to become a trusted advisor!   Remeny Armitage on LinkedIn: https://uk.linkedin.com/in/remeny

What are the critical steps for aligning leadership and embracing change to drive business transformation in the marketing industry? This week I sit down with Caroline Johnson, Co-Founder of The Business Model Company, to get an inside look at her groundbreaking approach to transforming business models in the global marketing services industry. Caroline shares her extensive experience in evolving traditional service-centric models into productized strategies that foster sustainable growth. We explore the intricacies of creating, delivering, and capturing value, and discuss the importance of aligning these elements within an effective operating model. Caroline's insights are particularly relevant for creative agencies facing declining revenue models and low net margins, as she outlines innovative strategies to optimize value creation and adopt new pricing models. She emphasizes the importance of leadership alignment, recognizing limitations, and embracing change as essential components of business transformation. Her advice for agency leaders focuses on redefining creative services and establishing multiple 'front doors' to cater to diverse client needs, moving beyond traditional campaign-based services Topics covered during this episode include: Clear definitions of business model, operating model, and productization. Why transitioning from service-centric to productized strategies can enhance value in marketing services. Why mid-size agencies face financial challenges with declining revenue models and low net margins. How repackaging services into distinct fronts optimizes value while preserving creativity. Why adopting new pricing models can help agencies turn challenges into financial opportunities. How leadership alignment and embracing change are critical for future success in agencies. How creating multiple 'front doors' allows agencies to cater to diverse client needs. Why shifting to authentic, program-led models offers flexibility and innovation for agencies. Incorrect assumptions some agencies have towards changing their business model. How varying pricing models can enhance financial viability in new service offerings. Listen now to explore how you can redefine your agency's business model for long-term success and financial viability!   Caroline Johnson on LinkedIn: https://www.linkedin.com/in/caroline-johnson-tbmc/

How did this marketing agency transform its approach to become a leading expert in the engineering and manufacturing sector during the pandemic? In this episode we’re welcoming Rob Dando, MD & Co-Founder of FINALLY Agency, to get insights from his fascinating journey that took him from web development to becoming a leading figure in niche marketing for engineering and manufacturing. We explore how FINALLY Agency's strategic pivot during the COVID-19 pandemic allowed them to leverage Rob's technical background and family connections to become trusted advisors within their niche. Through his impactful stories, Rob emphasizes the importance of aligning personal interests with business strategies, and the critical role that genuine relationships play in business success. As we get into the intricacies of niche marketing, Rob shares innovative tactics like transforming trade show booths into eye-catching bars to spark curiosity among attendees. He discusses the strategic use of LinkedIn to connect with the UK manufacturing industry, as well as the power of speaking at industry events to build brand authority. We also touch on the importance of balancing traditional methods with digital strategies, particularly in family-owned engineering businesses transitioning to new leadership. Rob also underscores the significance of authenticity and trust, drawing on timeless wisdom from his 99-year-old grandfather that "people buy from people." Topics covered during this episode include: How Rob transitioned from a web developer to a marketing expert in engineering. How FINALLY Agency's strategic pivot during the pandemic enhanced its reputation in the engineering sector. Why building trust and crafting strategies are crucial in niche marketing for engineering. How trade shows and LinkedIn have been incredibly valuable for Rob’s business. Why genuine relationships and understanding technical needs are vital for client retention. Why balancing traditional methods with digital strategies is essential for growth, especially in family-owned businesses. How strategic changes, like simply updating a LinkedIn profile, can aid in niching and personal branding. Deciding where to put your budget in the context of trade shows. Why it's important to focus on a niche market while remaining open to aligned opportunities. How long it took FINALLY Agency to get their first inbound lead and what it demonstrates. Why Rob believes niching is now essential, not just a “nice to have.” Harness the power of niching down for business success and learn the art of building genuine relationships in this compelling episode!   Rob Dando on LinkedIn: https://www.linkedin.com/in/robertdando/

How did a mere £500 and a unique perspective lead to a groundbreaking influencer marketing agency? In this first of two parts, we’re welcoming Jennifer Quigley-Jones, the founder and CEO of Digital Voices. She takes us through her incredible journey from working on refugee economic integration to establishing a thriving agency with just £500. We examine the world of influencer marketing, examining its evolution and how it has become an essential part of brand strategies, particularly for major players that work with Jennifer such as Unilever, PepsiCo, and Adobe. Jennifer shares how influencers are pivotal in creating genuine, hyper-local connections that resonate with modern consumers, transforming traditional marketing channels. We also explore the intricacies of Jennifer's business model, which is focused on delivering guaranteed results and ensuring client satisfaction. From landing Rolls-Royce as a client to navigating the challenges of the COVID-19 pandemic, she opens up about the trials and triumphs of growing an agency from the ground up. She shares her insights on innovation, thought leadership, and the importance of transparent communication in building lasting client relationships. Topics covered during this episode include: Why influencer marketing is becoming a significant part of brand strategies, proven by Jennifer’s clients. How authenticity and human connection drive consumer engagement in modern marketing. Why Jennifer emphasizes a results-driven business model by prioritizing client satisfaction. How landing Rolls-Royce as a client marked a breakthrough in Jennifer's journey. Why traditional agency norms are challenged by Jennifer's approach, which guarantees results. How Jennifer's agency leverages transparent communication to build trust with clients. Why the US market is considered open and welcoming to new agencies like Jennifer's. How COVID-19 impacted agency growth and accelerated changes in the marketing landscape. How Jennifer uses innovation and entrepreneurship inspired by diverse fields to drive success. Why sharing challenges and fostering genuine connections leads to sustained business success. Discover the transformative power of influencer marketing and entrepreneurial resilience by checking out this insightful episode now!   Digital Voices: https://www.digitalvoices.com/ Jennifer on LinkedIn: https://www.linkedin.com/in/jennifer-quigley-jones/ Jennifer on Instagram: https://www.instagram.com/jenqj/ Jennifer on TikTok: https://www.tiktok.com/@j.quigleyjones 

What if you could scale your sales pipeline with minimal staff and maximum efficiency using AI? I sit down with tech sales expert Frank Sondors this week to explore how AI and lean teams are reshaping the B2B sales landscape. Frank, with his extensive background at Google and various B2B SaaS companies, shares his journey of building efficient sales pipelines without the traditional large sales teams. He challenges the old-school sales model that equates success with team size and reveals how he scaled his company, Salesforge, to $3 million ARR in just 11 months. We dig into the nitty-gritty of scaling a business with minimal staffing, discussing the strategic use of AI agents and an innovative “traffic light” system for performance evaluation. Frank reveals the secrets behind how he scored 100 meetings a week while leveraging every available channel to create a robust growth strategy. Our conversation highlights the power of SEO, AI-generated content, and personalized messaging in outbound sales. We wrap up with three potent paths for business growth, advocating for a blended approach that maximizes the strengths of AI, self-management, and strategic partnerships. Topics covered during this episode include: Why traditional sales models equating success with team size are challenged by Frank. How Frank scaled to $3 million ARR in 11 months and now sits at about 40 employees. Why a culturally diverse workforce and AI agents are crucial for efficiency and growth. How the “traffic light” system can be used for performance evaluation in fast-paced environments. Why agencies are preferred over individual hiring for specialized tasks to maintain profitability. How first impressions in B2B sales can be influenced by website aesthetics. How Frank managed to get 100 meetings weekly using channels like LinkedIn. Why SEO, AI-generated content, and personalized messaging revolutionize outbound sales. How an AI sales development representative is redefining the sales landscape at Salesforge. How a four-pillar framework can assess employee performance in sales teams. Why maintaining productivity in a rapidly growing business is vital. How a company's strategic product strategy can unlock more revenue. Discover cutting-edge strategies to revolutionize your B2B sales with AI and lean teams by tuning into this transformative episode with an outstanding scaling expert!   Frank Sondors on LinkedIn: https://uk.linkedin.com/in/franksondors

Could the evolving landscape of marketing procurement be the key to mastering the new frontier in sales? We’re welcoming back Jon Peppiatt today, former Chairman at BBH London, for the second of a two-part episode. We explore the intricacies of AI-enabled service delivery, plus innovative pricing models that align with both agency and client goals. Jon sheds light on the historical challenges and successes of performance-related pay models and explains the bravery required in financial negotiations. We also emphasize the importance of crafting compelling commercial narratives that highlight the mutual benefits in agency-client relationships. Later, we turn our focus to the evolving landscape of agency models and procurement. We contrast the strengths of large networks against independent agencies, and the strategic choices involved in content distribution across diverse channels. Our discussion of agency leadership dynamics and the significance of the freelance model reveals the importance of aligning agency values with employee expectations. Topics covered during this episode include: How innovative pricing models can align agency objectives with client goals in B2B sales. Why performance-related pay models face challenges despite their potential benefits. AI-enabled service delivery and how it is reshaping agency pricing structures. Why agencies must tell compelling narratives to demonstrate their value. How modern marketing procurement requires strategic content distribution across multiple channels. Why the role of pitch consultants is growing in helping clients navigate agency landscapes. How agencies can benefit from integrating services within large companies. Why the freelance model is becoming more and more popular in agency operations. How fostering an inclusive culture can enhance business success for agencies. Why bringing CEOs from adjacent industries can offer fresh perspectives in agency leadership. Why agencies need a proactive talent strategy to retain and nurture future leaders. Elevate your approach to agency management and client relations by exploring the cutting-edge insights shared in this episode!   Jon Peppiatt on LinkedIn: https://uk.linkedin.com/in/jon-peppiatt

Get ready to learn the 5 transformative principles that can elevate your B2B sales performance to new heights! Harry Kendlbacher, CEO & Managing Partner of Global Performance Group, has a wealth of experience and innovative strategies to enhance B2B sales, especially in unpredictable economic climates. Together in this episode, we explore the nuances of decision-making in sales, emphasizing the hidden costs of inaction. Harry reveals the 5 principles that he has directly seen increase win rates, providing a fresh perspective on what it truly means to drive high performance in sales. Continuing on, we further uncover the art of crafting effective B2B sales strategies and negotiation skills. Harry and I dissect the critical elements of deal qualification, along with the importance of aligning with an ideal customer profile. We challenge the myth that negotiation is merely a final step, showcasing that early strategic agreements can significantly boost win rates. Our conversation then shifts towards transforming sales tactics into strategic client engagements, stressing the importance of urgency and understanding decision making drivers. Harry also shares valuable insights on mentoring salespeople in the world of remote work. Topics covered during this episode include: Why addressing the cost of inaction is crucial in boosting sales cycles. How effective deal qualification should align with the ideal customer profile. Why negotiation should not be viewed as just the final step of the sales process. How key agreements can transform sales processes from robotic routines to strategic engagements. Why sales teams should focus on understanding what really drives decision making. How mentoring salespeople in a remote-first environment can enhance their competence and confidence. Why practicing negotiation skills is vital for building salespeople's effectiveness. How the Kraljic matrix can help in understanding supplier positions during negotiations. Why moving beyond traditional sales methods is essential for sales success today. Why avoiding premature problem-solving can lead to richer client discussions. Don’t miss the secrets shared in this episode on how to drastically increase your win rates!   Harry Kendlbacher on LinkedIn: https://www.linkedin.com/in/harry-kendlbacher-77a9659/