Higgle: The B2B Sales Club

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/

What strategies can still lead to fruitful in-person event outcomes in challenging economic times? I'm thrilled to have both Jade Howgrave-Graham and Lucy Francis from Lemon Lane join me to explore their impactful business in the B2B events industry. They tell us all about how their personal passions have uniquely shaped their professional journey, particularly in navigating the shift toward virtual and hybrid event formats accelerated by the pandemic. Their insights reveal how these changes have challenged the industry to rethink event planning and execution in today's complex economic landscape. We discuss the critical elements of creating impactful and sustainable events, stressing the importance of understanding audience perceptions and the role of procurement in building trust and maximizing value. Jade and Lucy also share captivating stories from past events, showcasing how creativity and strategic planning can overcome challenges. Perhaps most importantly, they also explain what metrics to look at to determine if an event was successful. Topics covered during this episode include: Why Jade and Lucy's personal passions have been essential in shaping their approach to event management. How the pandemic accelerated the shift to virtual and hybrid event formats. Why aligning event goals with audience perceptions is crucial for selecting effective formats. How sustainability and logistical factors influence decisions in event planning. Why early procurement involvement builds trust and maximizes event value. How word-of-mouth and referrals are vital for client acquisition in Jade and Lucy's industry. Why credibility and thought leadership are key in evolving sales strategies. How travel experiences emotionally impact individuals and affect the event industry. Strategies the two used to overcome imposter syndrome. How technology advancements have transformed expectations and delivery in the events industry. Why measuring event impact is critical for justifying expenses, especially in a tough economy. Jump into the evolving world of B2B events and learn how to navigate client acquisition and procurement strategies for maximum impact! Jade on LinkedIn: https://uk.linkedin.com/in/jadeaustin Lucy on LinkedIn: https://uk.linkedin.com/in/lucyfrancislemonlane

What powerful strategies can help suppliers break into the lucrative public sector market? Dan Cook, Director of Public Sector for digital product consultancy Red Badger, is here to give deep insights into public sector procurement. He provides a very unique perspective, showcased by his journey from being a buyer in the public sector to navigating the challenges as a supplier. We discuss the arduous RFP process, the cost of sales, and the significant effort involved in managing client relationships. We further explore the structured world of government procurement, which Dan is an absolute expert in, given that he is the former CIO at the Houses of Parliament. He uncovers the layers affecting procurement, from decision-makers near Whitehall to the implications of the newly implemented Procurement Act. As we dissect strategies for thriving in public sector markets, we highlight the importance of building robust networks and forming strategic partnerships. Topics covered during this episode include: Why the RFP process and client relationship management are complex and challenging for suppliers. How understanding the public sector procurement process requires recognizing ministerial and civil servant dynamics. Why the new Procurement Act is impacting transparency and competition. How building robust networks and partnerships is vital for success in the public sector. Why hiring experienced professionals can help navigate public sector entry. How partnerships with larger suppliers can provide strategic entry points into the market. Why co-branded case studies are useful in gaining credibility. How knowledge-sharing within the B2B sales community can benefit those navigating public procurement. Why suppliers must be adaptable and continuously test strategies in public sector procurement. Discover strategies for navigating the complex public sector procurement landscape in this must-listen episode! Dan Cook on LinkedIn: https://uk.linkedin.com/in/dan-cook-5bb23223

How can procurement professionals transition from mere cost-cutting to becoming strategic partners that drive amazing business outcomes? Kelly Barner, Co-Founder and Head of Content and Operations at Art of Procurement, is here to talk all about strategic procurement as shown through her journey from traditional purchasing roles to building strategic, relationship-focused positions. We explore the critical shift in procurement, highlighting how sourcing and procurement differ, and the importance of moving beyond just cost-cutting to build meaningful supplier collaborations. Together, we look at the challenges procurement professionals face as they transition from transactional tasks to strategic partnerships. Kelly explains the unintended consequences of supplier rationalization and centralization, emphasizing the need for respect and influence within organizations. Throughout the episode, Kelly provides a roadmap for building ethical supplier relationships, focusing on transparency and professionalism in risk management. Topics covered during this episode include: How procurement roles have evolved from transactional tasks to strategic partnerships. Why procurement now emphasizes respect and influence over cutting costs. What really motivates procurement professionals. How sourcing differs from procurement, often indicating larger, segmented organizations. Why supplier rationalization and centralization have reshaped procurement professionals' roles. How ethical supplier-procurement relationships require timing and strategic dialogue. Why transparency and professionalism are crucial in procurement risk management. How winning supply proposals require specificity, cultural fit, and understanding business outcomes. Why engaging procurement professionals effectively involves being professional, prepared, and courteous. How procurement professionals aim to be strategic collaborators with suppliers and internal teams. Why understanding category management is important for suppliers. How regular dialogue and offering insights can help prospective suppliers engage with procurement. Dig into this episode if you want to master the art of strategic procurement and enhance your organization's supplier engagements! Kelly Barner on LinkedIn: https://www.linkedin.com/in/kelly-barner-6884443