Higgle: The B2B Sales Club

Are your promotional strategies genuinely fostering trust and engagement, or merely offering short-lived spikes in sales? Carey Trevill hails from a successful agency background with award-winning campaigns across broadcast and non-broadcast media for global brands. She is an experienced business owner which has included the M&A of her agency, going on to manage the UK flagship for global agency group TLC Marketing Worldwide. Swapping stages to work in trade and industry, she was appointed Managing Director of The Institute of Promotional Marketing until 2018 which included a position on the Committee of Advertising Practice in the UK (CAP) examining the broadcast and non-broadcast advertising regulations in the UK. She remains an independent advisor on the CAP Promotional Marketing Direct Response Panel (PMDRP) panel, reviewing promotional and direct marketing cases with the ASA. Working with a wide variety of organisations through her consultancy Mission Element, she provides advice and support to organisations with business growth, operational and change management, campaign compliance, marketing and promotion. With Carey's guidance, this episode explores the role of promotions in marketing along with their impact on brand loyalty. In particular, we take a close look at how promotions can sometimes erode brand loyalty by attracting consumers from competitors, resulting in temporary sales spikes that might not sustain long-term growth. Carey and I discuss the importance of questioning client briefs to ensure promotional activities align with genuine consumer needs and avoid costly missteps. We emphasize the need to question assumptions and foster clear communication to truly understand stakeholders' needs. Drawing from experiences in marketing agencies, we highlight the role of procurement in crafting effective briefs, ensuring campaigns are realistic, compliant, and creative. Topics covered during this episode include: How promotions can simultaneously build and disrupt brand loyalty in marketing. Why promotions are often misused, leading to temporary sales boosts but not sustained growth. How strategic promotions can foster trust, especially in digital spaces. Why consumer behaviours are influenced by platforms like TikTok and the need for simplicity. How agencies should challenge client briefs to uncover true priorities and avoid missteps. Why understanding the real purpose of promotions is crucial for creating effective strategies. How the complexities of using new technologies impact user experience in promotional campaigns. Why trust and concise messaging are vital in promotional strategies for capturing consumer attention. How agencies can unlock creative potential by questioning initial instructions and assumptions. Why challenging the status quo in marketing can lead to more impactful campaigns. How data collection obsession can lead to irrelevant promotions and wasted efforts. Why testing and planning are essential to meet modern consumer expectations and avoid negative experiences. Join us for a deep dive into effective promotional strategies and learn how to avoid common pitfalls that could harm your brand loyalty. Carey Trevill on LinkedIn: https://www.linkedin.com/in/careytrevill/

In this engaging discussion, Roee Hartuv, a Revenue Architect at Winning by Design, shares his expertise on transforming SaaS firms into trusted advisors for clients. He explores the vital shift from aggressive growth to sustainable profitability, highlighting key events like Dropbox's stock drop that reshaped investor sentiment. Roee emphasizes the importance of data-driven strategies to boost customer retention and explains how leveraging AI can aid in decision-making. He advocates for nurturing existing client relationships to drive long-term success in the tech landscape.

What strategies can you employ to cultivate a positive sales mindset and build genuine client connections? We're talking about how to be your best self as a salesperson with John Golden in this week's show. He is the Chief Marketing and Strategy Officer at Pipeliner CRM, and redefines what it means to be a salesperson by embracing an entrepreneurial spirit. As we explore the challenges salespeople face, such as variable compensation and daily rejections, John highlights the importance of starting each day with positivity. He advises against the negativity of social media and news, offering strategies to maintain an upbeat outlook. By consciously choosing a positive mindset, salespeople can better navigate the ups and downs of their profession, fostering resilience and creativity. We discuss how truly understanding clients and their industries allows for more effective engagement and the avoidance of common pitfalls. John shares insights on balancing professionalism and authenticity, stressing the importance of gravitas in client interactions. We conclude with key takeaways for sales professionals that are essential for building strong client relationships and achieving sales success. Topics covered during this episode include: How John redefines salespeople as "salespreneurs" with an entrepreneurial mindset for success. Why starting the day with positivity helps salespeople navigate professional challenges. How to maintain a positive mindset by avoiding negativity from news and social media. Why curiosity and active listening are crucial for understanding clients and industries. How active listening prevents premature conclusions and builds stronger client relationships. Why the "business of business" knowledge is essential for modern sales strategies. Why balancing professionalism and authenticity enhances client interactions. How exploring client needs thoroughly prevents missing crucial issues. Why starting the day with positive inputs can improve sales performance. Strategies for overcoming sales challenges like rejections and variable compensation. Why exploring deeper issues creates more value in sales interactions. The importance of gravitas and avoiding overly casual approaches. How leaning into curiosity and preparation fosters sales success. Why you may think you are busy when in reality you are just distracted. Embrace the art of active listening and learn how to navigate sales challenges with confidence by listening to this insightful episode. John Golden on LinkedIn: https://www.linkedin.com/in/johngolden

Could outsourcing your SDR function be the game-changing move your company needs for lead generation? Gabe Lullo, CEO of Alleyoop, brings an intriguing blend of skills to the table in this episode, including a background as a professional juggler. Gabe dissects the evolving role of sales development representatives (SDRs) and the often-overlooked costs associated with maintaining a sales team. He provides insight to how tech companies are revolutionizing the sales process by assigning prospecting tasks to SDRs, allowing account executives to concentrate on closing deals. This strategic shift has been pivotal in reshaping the sales landscape, especially in professional services firms. By comparing two competing companies, we discover that consistent content creation and social proof can drastically improve appointment show-up rates. Gabe emphasizes the importance of viewing the SDR role as a career path rather than a stepping stone, which can enhance team stability and long-term success. We concluded with some advice for auditing current sales strategies and considering outsourcing to optimize sales potential. Topics covered during this episode include: Why companies often underestimate the true costs of supporting a sales team beyond payroll. The SDR role's significant evolution due to technological advancements. How SDRs allow account executives to focus on closing deals rather than prospecting. Why professional services firms benefit greatly from employing SDRs for lead generation. How content marketing enhances SDR effectiveness and boosts appointment show-up rates. Why consistent content creation and social proof are vital for building trust. How organizations can audit sales strategies and consider outsourcing for better efficiency. Why recruiting SDRs who see the role as a career leads to team stability. How economic dynamics and ROI determine the success of SDR integration. Elevate your sales game with expert advice on leveraging content marketing for SDR success in this captivating episode. Gabe Lullo on LinkedIn: https://www.linkedin.com/in/lullo

Could AI-driven insights be the key to transforming traditional B2B pricing models for a competitive edge? Today we're welcoming Rob Twells, Co-Founder & Managing Director of The Digital Maze. Rob shares insights on the importance of timing and relationship-building in achieving sales success, emphasizing a strategic focus on top-of-funnel activities. He highlights the significance of in-person meetings in the post-pandemic landscape, alongside the effective use of LinkedIn advertising to maintain client engagement. By nurturing leads with a blend of automation and personalized outreach, Rob reveals how his agency successfully converts warm leads into valuable sales opportunities, especially by tracking renewal dates through integrated CRM systems. Shifting to the impact of AI, Rob addresses the challenges posed by extended sales cycles and cautious marketing budgets. He critiques traditional pricing models and advocates for a transition towards output-based pricing, which AI-driven efficiencies can enhance. With AI reshaping the consulting landscape, Rob underscores the necessity for agencies to pivot towards high-value consulting and value-based pricing. Encouraging a mindset that views market challenges as growth opportunities, he offers advice for smaller agencies aiming to scale, urging them to adapt their business models to thrive in an AI-enhanced environment. Topics covered during this episode include: How timing and relationship-building should be prioritized over quick wins in B2B sales. Why LinkedIn advertising is essential for engaging potential clients in top-of-funnel activities. How in-person meetings are becoming more important for securing new business post-pandemic. How a combination of automation and manual processes nurtures warm leads into successful sales. The usefulness of tracking renewal dates and buying seasons through a CRM. How AI is impacting agency models and the shift towards output-based pricing. Why traditional pricing models are being reevaluated in extended sales cycles and cautious budgets. How smaller agencies can scale by embracing high-value consulting and value-based pricing. Maintaining a competitive edge in the market with the help of AI. How the consulting landscape is evolving with AI, focusing on value rather than time-based pricing. Discover huge growth opportunities in a changing market. Listen now! Rob Twells on LinkedIn: https://www.linkedin.com/in/rob-twells/

How can sales professionals navigate the shift from face-to-face interactions to digital-first strategies effectively? Lauren Palmer, VP of North America for Interlink, explores the transitions seen in B2B sales post-COVID in this episode. She emphasizes the growing demand for flexibility and the critical role of relationships in contemporary sales strategies. As the industry continues to evolve from traditional face-to-face interactions to a digital-first approach, Lauren shares insights on how AI and digital tools are reshaping outreach strategies, enabling sales professionals to cut through the digital noise and connect with prospects. The episode further digs into the need for a cultural transformation within sales, focusing on ethical practices and value addition beyond mere product promotion. Lauren speaks to the importance of fostering an inclusive environment, championing women's voices in sales, and breaking down gender disparities, particularly in leadership roles. She shares her vision for a supportive space for women in sales, including her upcoming podcast which aims to amplify female experiences. Lauren also provides practical advice for newcomers to sales, encouraging them to build supportive networks and embrace continuous learning, while also stressing the importance of finding the right company fit to thrive in the industry. Topics covered during this episode include: How B2B sales have evolved post-COVID, focusing on flexibility and digital strategies. Why relationships are crucial in modern sales, with a shift from face-to-face to digital. How AI and digital tools are transforming outreach and personalization in B2B sales. Why B2B needs to catch up with B2C in offering personalized experiences. How platforms like LinkedIn can enhance personal branding and engagement in sales. Why ethical sales practices and value addition are essential for transforming sales culture. How gender disparities in sales leadership can be addressed through inclusivity. How newcomers can succeed in sales by finding supportive networks and mentors. Why understanding company culture is crucial when starting a sales career. Why sales should be seen as a rewarding and equitable career path. Tune in now to hear Lauren's journey from the lacrosse field to sales leadership, and learn how AI and digital tools are transforming B2B sales. Lauren Palmer on LinkedIn: https://www.linkedin.com/in/laurenpalmer22/

Ready to hear some of the conversations I've loved this year? In this special festive edition, I've curated some of the most insightful moments the podcast has offered this year, providing a quick masterclass in negotiation and agency-client dynamics. The episode kicks off with the nuances of negotiation, where seasoned negotiator John Cornwell emphasizes the importance of distinguishing between demands and interests to achieve win-win outcomes. David Meikle then talks a lot about framing agency work as an investment rather than a cost as well as the agency-client relationships and the often-grueling pitch process. Chris Jones highlights the critical nature of RFP qualification to prevent burnout and maintain agency alignment. Followed by Lucas Bergmans stressing the importance of transparency and strong relationships in commercial negotiations. Finally, the taxing journey of pitches is explored with Gareth Turner, revealing the emotional toll of unsuccessful outcomes from the client's perspective. Topics covered during this episode include: How negotiation skills can transform agency-client relationships for mutual success. Why focusing solely on demands in negotiations leads to dead-ends. How understanding true motivations enables win-win outcomes in B2B negotiations. Why emotions in negotiations can obscure real issues and solutions. How agency work should be viewed as an investment, not just a cost. Why RFP qualification is crucial for agency alignment and preventing burnout. How direct client communication improves RFP conversion rates and relationship transparency. Why the pitch process can be resource-draining for agencies and clients. How emotional dynamics can be a tactic in negotiations. How transparent commercial structures align agency and client incentives. Why the success of a marketing campaign is tied to investment and risk management. How to improve pitch success by focusing on agency-client chemistry and understanding. Make sure you don't miss out on the best clips from the past while! See you again in 2025. John Cornwell on LinkedIn: https://www.linkedin.com/in/john-cornwell-17684822 David Meikle on LinkedIn: https://www.linkedin.com/in/david-meikle-6194405/ Chris Jones on LinkedIn: https://www.linkedin.com/in/chris-jones-68543b25/ Lucas Bergmans on LinkedIn: https://www.linkedin.com/in/lucasbergmans-cmo/ Gareth Turner on LinkedIn: https://www.linkedin.com/in/garethaturner/

Stephen Kenwright, the guest on this episode, is the Director of Strategy and Digital Marketing at Ride Shotgun and was a co-founder of the creative agency Rise at 7. With a rich background in digital marketing, Stephen brings valuable insights into business exit strategies and scaling up startups. His experiences in navigating management buyouts and leveraging innovative marketing philosophies has led to his expertise in maintaining a competitive edge in the market. We are brought through Stephen's journey of co-founding Rise at 7 and navigating a management buyout in this episode, as he discusses the emotional and strategic layers involved. Stephen shares insights on avoiding pitfalls in business planning, the importance of shareholders' agreements, and strategies for rapid scaling. We also explore agency growth tactics, emphasizing creativity and distinctive messaging to stand out in a crowded marketplace. Topics covered during this episode include: How Stephen co-founded Rise at & with an angel investor. Why clear legal frameworks are crucial in navigating business growth and exit strategies. How to balance leverage dynamics among board members during transitions. Obstacles that Stephen hit upon his exit. How strategic recruitment and onboarding can help scale a startup rapidly. Why a mix of fresh graduates and experienced professionals is vital for talent pipelines. How segmentation, targeting, and positioning differentiate an agency in the market. Why leveraging creativity and distinctive messaging helps agencies stand out. Why maintaining a social media presence is crucial for agencies to remain top of mind. How being "partially famous" helps agencies attract potential clients actively seeking solutions. How embracing digital transformation can enhance operational efficiency and client engagement. Why fostering a culture of continuous learning and innovation keeps businesses competitive. How aligning corporate social responsibility with brand values can strengthen client relationships. Why data-driven decision-making is vital for optimizing marketing strategies. Why having a strong co-founder relationship and future planning eases day-to-day business decisions. Stephen Kenwright on LinkedIn: https://www.linkedin.com/in/stephen-kenwright/

Hayk Hakobyan is the CEO and co-founder of InsightGenie, a customer intelligence technology company. He has an unconventional background, transitioning from training in breakdancing in Nepal to leading a fintech company. Hayk leverages his experiences to develop innovative strategies that integrate behavioural science with sales techniques. In this episode, we'll talk with Hayk about how his background influences his innovative sales strategies, particularly in customizing offers to resonate with procurement professionals. Additionally, we discuss the role of behavioural science in modern sales, examining its ethical implications and how understanding human behaviour can enhance strategic approaches. Topics covered during this episode include: How Hayk's breakdancing experience informs his innovative sales strategies. Why tailoring sales offerings to procurement professionals can lead to cost-effective solutions. How academic principles of behavioural science face challenges in real-world application. How behavioural science plays a transformative role in modern B2B sales strategies. Why understanding human behaviour is crucial for industries like recruitment and finance. How ethical implications arise from leveraging behavioural insights in sales. How emotions and cognitive biases like loss aversion can impact decision-making processes. Why anchoring techniques can be effective in gaining client responses in B2B sales. Why sales should focus on human interactions rather than purely business transactions. Why understanding individual agendas within a company enhances tailored sales offerings. Recommend resources that can aid in understanding cognitive biases. What Hayk's leadership method looks like at InsightGenie. Why framing innovation as a cost-effective solution is vital for engaging decision-makers. Hayk's top three tips for sales professionals to utilize behavioural science ethically. Hayk Hakobyan on LinkedIn: https://uk.linkedin.com/in/haykhakobyan

The McHardy Collective is a portfolio of independent studios, agencies, consultancies and creative technology companies. Founder Rich McHardy supports the leaders of those firms with new business generation and growth by joining the dots between them and prospects looking for creative support in areas such as content creation, live experience delivery, digital UX, audio, client relationship consultancy and culture. Prior to launching The McHardy Collective in 2012, Rich spent 15 years sharpening my business development skills for several leading international agencies, including 5 years at WPP. In this conversation, we hear about Rich's story from overcoming phone anxiety to mastering business development. He shares his expertise on shifting from traditional cold calling to modern strategies focused on authentic networking and relationship building. We discuss the importance of nurturing individual strengths within agencies and explore the strategic use of referrals, packing this episode with advice for agency leaders looking to expand their client base through genuine connections. Topics covered during this episode include: How mental health challenges are prevalent in the business development industry. The Guinness World Record that Rich has received, related to mental health. How transitioning from cold calls to networking builds genuine business relationships. Why preparation and listening are crucial for transforming cold calls into warm interactions. How strategic use of referrals can avoid the usual pitfalls of cold calling. The concept of "afters" and how it enhances client relationships. How agency leaders can expand client bases through authentic relationship-building. Why not every team member should be expected to generate leads. How asking team members about their expertise can aid business development. Why Rich emphasizes community and support in the often solitary field of business development. How attending industry events is key to building professional relationships. Why a generous networking approach benefits both personal and business growth. How business developers can identify key moments to introduce experts. Why aligning agency strengths with potential clients is essential for successful connections. Rich McHardy on LinkedIn: https://www.linkedin.com/in/themchardycollective/