Higgle: The B2B Sales Club

Kate Ross is the co-founder and MD of the social content agency eight&four Group. She started the business at the young age of 24 and has since developed a unique company culture that even embraces her love for wine. Kate's integration of personal passions with branding demonstrates her forward-thinking approach to marketing and agency leadership. We're diving into the ever-evolving world of marketing in the AI era with Kate in this episode. We're discussing exactly how marketing agencies can differentiate themselves amidst the rapid technological advancements. We explore the shift from creative to technical prowess in agency credentials, the role of consultancy in modern marketing, and the impact of advertising automation on the industry. Topics covered during this episode include: How marketing agencies must evolve with AI advancements to maintain a competitive edge. Why agency differentiation means even more in a market where technical skills increasingly overshadow creativity. How legal and practical challenges within client organizations affect the adoption of new technologies. Why integrating personal interests can enhance a company's culture and branding. How consultancies act as navigators through rapid technological advances. Why there's a blend of excitement and anxiety regarding automation in the advertising industry. How the authentic human touch remains essential in storytelling. How smaller agencies can integrate AI without compromising their human-driven approach to sales. Why agencies face the challenge of maintaining quality in the face of automation. How AI is affecting advertising quality, potentially leading to consumer backlash against inauthentic ads. Why human creativity and emotional resonance are irreplaceable in effective advertising campaigns. The harms of believing the narrative of full industry automation. How embracing AI tools and strategic consultancy can solve specific client problems effectively. Why agencies should support internal debate and transparency about AI's role and potential impacts. Kate Ross on LinkedIn: https://www.linkedin.com/in/katemhross/

Marcus Hemsley is the co-founder of Fountain Partnership - a Strategic Digital Marketing Agency and Google's Global Award Winner for Growing Businesses online. Fountain has a team of 41 who help a range of clients from well-funded start-ups to large corporate exceed their growth targets. They forecast upfront to minimise risk and optimise the full funnel to maximise ROI. They specialise in PPC, SEO, and conversion rate optimisation. Marcus also founded the Million Tree Pledge, a non for profit that help SMEs take big action on the climate crisis. He is also a director of Reconnect, a company that helps Agency founders and their teams have less stress, avoid burnout, and make better business decisions. Marcus is with us this week to examine how building long-term, empathetic relationships with clients can dramatically increase lifetime customer value. We also look at why shifting the focus from chasing new leads to nurturing existing ones can lead to more effective sales growth. From recognizing when to step back for the client's benefit, to the power of active listening, Marcus provides everything you need to know about fostering a trust-centric and profitable B2B sales process. This isn't just about closing sales—it's about opening doors to a future filled with referrals and partnerships that stand the test of time. Topics covered during this episode include: How trust-based selling forms the core of B2B relationships. Why prioritizing lifetime customer value and ROI over immediate sales reduces cost per acquisition. How empathy and active listening serve as foundational elements for strong connections. Why stepping back when another provider is a better fit can lead to future referrals and trust. How effective opportunity qualification minimizes wasted effort on unlikely prospects. Why understanding the client's needs and challenges leads to better alignment and sales outcomes. The benefits of nurturing existing clients rather than pursuing new leads. Why every client interaction should be viewed as a step towards a sustainable business future. How recognizing cognitive biases towards new opportunities can refocus efforts on current client expansion. Why strategic decision-making is needed when allocating resources. How the principles of trust-based selling can be integrated into team practices. Why you need to exceed client expectations, show genuine interest, and do follow-ups. Why focusing on the bottom of the sales funnel can yield quicker results in pressing revenue needs. How reconnecting with past or dormant clients can unexpectedly revive business opportunities. Marcus Hemsley on LinkedIn: https://www.linkedin.com/in/marcushemsley/

Debbie Kaplan is the Managing Director and Chief Delivery Officer at Mosaic, an integrated marketing agency known for its focus on experiential commerce, retail, media, and brand design. In this episode, we'll talk about critical aspects of lead qualification in B2B sales with Debbie. We're discussing how to differentiate promising leads from less viable ones, along with the emotional intelligence required to make strategic decisions. We'll also look at the complicated process of procurement and agency selection, analyzing the impact on the success of pitches. Topics covered during this episode include: How lead qualification is a large factor in the success of B2B sales efforts. Why understanding the quality of a brief is essential for pursuing sales opportunities. How internal relationships influence the decision to chase potential deals. Why differentiating genuine opportunities from price benchmarking exercises is crucial. How saying no to ill-fitting prospects is a strategic and brave sales move. Why emotional intelligence plays a key role in sales decisions. How procurement processes impact agency selection in marketing and advertising. Why challenging RFP briefs can indicate a genuine interest in an agency's proposal. How communication among agencies, procurement professionals, and brand directors is vital. Why knowing whose budget is on the line affects the procurement decision-making process. Why agencies may need to opt out of bidding to avoid unsustainable pricing. Why identifying pricing patterns in lost bids is difficult for agencies. Reverse auctions in agency pitches and why they create challenges. How reverse auctioning rate cards overlooks the actual deliverables and value provided by agencies. The evolving nature of agency differentiation and why it's difficult to define. Debbie Kaplan on LinkedIn: https://www.linkedin.com/in/debbie-kaplan/

Claudia Stephenson is Managing Director, Europe at INVNT, a global brand storytelling agency. She has over 20 years of experience in brand activation and live events, and her team has developed several award-winning brand storytelling campaigns. We're talking with Claudia today about how to build relationships and develop business in the digital landscape, even when you can't meet your potential clients face-to-face. We share our combined expertise on creating dynamic, diverse teams and cultivating meaningful connections remotely. We tackle the challenge of sales "ghosting" and discuss the power of emotional intelligence and respectful persistence in winning over clients. We also examine stakeholder psychology, asking pivotal questions to unlock client budgets, and fostering long-term trust. Topics covered during this episode include: How virtual connections can revolutionize relationship building. Why nurturing talent and supporting underrepresented groups is vital for marketing agencies. How Claudia's figure skating background influences her leadership and personal growth strategies. Why understanding stakeholder psychology is crucial for overcoming sales "ghosting." How respectful persistence can transform silent prospects into active partnerships. Why asking the right questions can allow access to client budgets. How maintaining strategic vigilance ensures a team's alignment with innovation and attitude. Why trust, storytelling, and strategic insights are key to making pitches stand out. How team diversity contributes to a successful business environment. Why hiring for attitude often trumps skill in building effective teams. How remote communication tools like Zoom facilitate building rapport with clients. Why long-term relationship building and trust are essential for securing deals. How virtual meetings during COVID-19 often proved as fruitful as in-person interactions. Why demonstrating deep knowledge and insights when asked tough questions impresses buyers. How the approach to business development adapts to virtual environments. Claudia Stephenson on LinkedIn: https://www.linkedin.com/in/claudiastephenson/

David Miller is the CEO of Red Brick Road, an innovative strategic and creative agency based in London. With a background that includes taking a leap from stage actor to agency leader, David possesses a tonne of experience in advertising and marketing. We're welcoming David this week to discuss the retendering process as well as nurturing client-agency relationships. We'll touch upon pitching and explore how emotional intelligence plays a vital role in re-securing trust. David explains how agencies can wield the power of optimism, innovation, and AI to keep partnerships strong in the competitive landscape of marketing and advertising. Topics covered during this episode include: How David transitioned from stage actor to CEO and uses his acting experience in pitching. Why understanding the reasons behind a client's retender is crucial for incumbents. How agencies can use the pitching process to demonstrate resilience and knowledge. Why emotional intelligence is necessary to navigate team dynamics during client retention efforts. How optimism and realism balance the emotional challenges faced by teams during re-pitches. Why innovation and fresh ideas are essential to impress clients and maintain relevance. How AI is currently influencing proposals and shaping the future of pitches. How frequent feedback and proactive communication contribute to strong agency-client dynamics. Why thought leadership extends an agency's reach beyond traditional marketing boundaries. How incumbents can leverage their industry knowledge as intellectual capital during pitches. Why the incumbency offers both opportunities and liabilities when re-pitching to clients. Why agencies should seek to influence the tender brief before it is finalized. How relationship building has changed in a virtual environment, plus the strategies to adapt. Why in-person meetings are critical for deepening client relationships. How challenger agencies can outperform incumbents by offering fresh insights and understanding client needs. David Miller on LinkedIn: https://uk.linkedin.com/in/davidmiller9

Robert Leigh is the innovative founder of DeVono, a leading firm that advises on office space in London. He's an industry leader with deep insights into the post-pandemic evolution of work environments and office dynamics. His expertise extends to sales strategies, with a particular focus on the real estate sector. In this episode, we're talking all about office dynamics and sales strategy. Robert explains the challenges of the post-pandemic office landscape and the irreplaceable vibrancy of physical workspaces. Later, we hear about how strategic timing and providing value can build lasting client relationships. Topics covered during this episode include: How London's office spaces have evolved post-pandemic to enhance collaboration and mentorship. Why physical office presence boosts sales and business growth. How DeVono tracks lease expiries to strategically time sales engagements with clients. How understanding client decision making and timing can transform cold calls into opportunities. Why offering value on every call builds trust and reduces salesperson anxiety. How maintaining a database helps to customize interactions to client needs. Why hiring for passion, resilience, and active listening is crucial for sales success. How structured onboarding and group hires can increase sales team motivation and drive. Why long-term relationships and networks from sales interactions are vital for business growth. How DeVono navigates changes in office use and real estate strategies. Why commercial mindset development benefits from in-person interactions with leaders. How various outreach methods, beyond cold calling, enhance client engagement. What to look for when hiring for a sales position. Why not every interaction leads to an immediate sale, and why that's okay. Why building a business development function requires a mix of sales and marketing strategies. Robert Leigh on LinkedIn: https://uk.linkedin.com/in/robert-leigh-a544005

Dr. Anastasia Kārkliņa Gabriel is a cultural theorist, writer, social critic, and strategist specializing in inclusivity within marketing, media, and tech. Currently a senior insights lead at Reddit, she earned her doctorate in cultural studies from Duke University and has consulted for the world's top brands, including Nike, Samsung, Disney, Ulta Beauty, and AMEX, at agencies like Wieden+Kennedy, Dentsu Creative, and McCann, among others. A lifelong activist, Dr. Gabriel helps brands ignite cultural innovation and leverage the power of media for good. Her insights have been featured in the American Marketing Association (AMA), the Association of National Advertisers (ANA), WARC, Advertising Week, Wall Street Journal, New York Times, Washington Post, and Teen Vogue. She is the author of Cultural Intelligence for Marketers published by Kogan Page in March 2024. We're talking with Dr. Gabriel about the power of cultural intelligence in marketing on this week's episode. We discuss the importance of understanding cultural trends to engage consumers authentically and navigate the complex landscape of consumer culture. Dr. Gabriel shares her journey from activism to brand strategy, showing how her unique perspective enhances brand relevance. We examine frameworks for cultural intelligence, the role of inclusivity in advertising, and the measurable impacts on both business and societal connectivity. We'll also touch upon the role of AI in advertising and the importance of fostering diversity within marketing teams. Topics covered during this episode include: Why understanding cultural trends is critical for influencing consumer behavior and brand authenticity. How Dr. Gabriel's academic and activism background offers a unique perspective in applying cultural studies to marketing. How marketing agencies can navigate cultural landscapes by developing frameworks of cultural intelligence. Why distinguishing between fast and slow cultural trends is necessary for brand alignment. How brands can engage with "moments, movements, and mindsets" to resonate with consumers. Why brands must balance cultural relevance with their core values, avoiding silence on significant movements. How inclusive advertising impacts both commercial success and societal connectivity. Why empirical evidence is vital in guiding inclusive marketing practices for brand trust. How to measure cultural intelligence using traditional metrics and perception over time. Why it's important to understand advertising impact on underrepresented groups using the three Rs: representative, responsible, resonant. How AI in advertising poses challenges with potential biases in training data. Why marketing teams should enhance diversity and inclusivity within their strategies. How agencies can advise brands on meaningful movements without fear of cultural missteps. Dr. Anastasia Kārkliņa Gabriel on LinkedIn: https://www.linkedin.com/in/anastasiakgabriel/

Claire Lambell is the Managing Director at Southpaw, a strategic creative agency that works with challenger brands (that is, brands that have a mindset of doing things differently). Her background is in sociology and social psychology, which she leverages to understand client motivations. This week, we're chatting with Claire all about client relationships and agency growth. We're discussing how to align agency values with client needs, the strategy behind successful pitches, and the importance of early engagement with procurement teams to secure a strong relationship. We'll hear personal experiences and insights on maintaining a challenger mindset, along with clear budget communication to cultivate long-lasting client partnerships. Topics covered during this episode include: How shared values and understanding client motivations are essential in winning pitches. Why strategy and creativity must work together for insightful, effective campaigns. How diverse backgrounds such as Claire's contribute to the marketing industry. Why early engagement with procurement teams leads to better negotiation outcomes. How clear budget communication is crucial for realistic marketing strategy planning. Why maintaining a challenger mindset helps agencies stay ahead and deliver on objectives. Why passion and proactive management are vital in managing day-to-day agency operations. Why overcomplicating pitches with too much information can lead to losing a client. How demonstrating value sometimes faces off with competitive pricing in the industry. Why simplicity and storytelling are effective in creating engaging sales presentations. How managing risk with procurement can set an agency apart during the pitch process. Why agencies should qualify opportunities based on fit, fame, firepower, and fortune. Why discussing targets and budgets with clients leads to more successful campaign outcomes. Claire Lambell on LinkedIn: https://www.linkedin.com/in/claire-lambell-a934382a/

Nikki Gatenby is an agency specialist non-exec director and cognitive behavioural coach - with a laser focus on helping founders to build their agencies into highly valuable assets, by creating both agency and client value over time. Having led, owned, managed and grown pioneering agencies in London, Paris and Brighton, Nikki understands what it takes to create business success. Her last agency went from Brighton to global, from marketing services to two SaaS technology products (answerthepublic and coveragebook), both now independently bigger than the agency itself. This was hand in hand with being named one of the Best Places to Work in the UK for 8 years running - whilst trebling margin, generating 4 times more revenue and 10x more profit. Having captured the insights in two best sellers - 'Superenegaged' - focusing on high engagement at work and 'Better Business on Purpose' - centered around positive impact, Nikki took her exit in 2019 and is now focused on making other good agencies, great. Nikki is with us today to talk all about sales qualification along with exploring strategic approaches to maximize agency growth. We're discussing how embracing a "less is more" mantra is not just wise, but crucial for thriving in a competitive market. We hear about examining feedback loops, the importance of recognizing a deal's alignment with an agency's strengths, and the power of defining the ideal customer. Nikki even shares strategies for gracefully declining RFPs and reinforcing the significance of articulating unique agency value in high-stakes negotiations and QBRs. Topics covered during this episode include: How to increase pitch success rates by qualifying sales opportunities for agencies. Why turning down pitches is essential for agency growth and avoiding wasted resources. The necessity of feedback loops to identify early warning signs in potential deals. Defining an ideal customer profile to deliver value and elevate agency-client relationships. Understanding procurement language and the Kraljic matrix to enhance negotiation skills. Nikki's insights on gracefully declining RFPs while maintaining future collaboration prospects. The pivotal role of conveying unique agency value during contract renegotiations and QBRs. The transition from agency growth to SaaS products in Nikki's career. Why agencies should avoid the race to the bottom with pricing to maintain a quality team. Emphasizing the mantra "volume is vanity, conversion is sanity" for agency leaders. Recognizing the best opportunities to pitch by aligning with the agency's strengths. Why focusing efforts on the most promising pitches improves win rates and average order values. Nikki Gatenby on LinkedIn: https://www.linkedin.com/in/nikkigatenby/

Cain Ullah is a career consultant and digital transformation expert, as well as the founder of Red Badger. He has a fantastic ability to foster long-term client relationships, as well as a knack for guiding large organizations through strategic and executional challenges in digital product transformation. In this episode, Cain shares his point of view on the essential practice of building trust in professional relationships. He'll provide tips on how to craft genuine connections that go beyond transactional interactions, which helps in fostering credibility and nurturing sustainable business growth. We're discussing the importance of providing value plus prioritizing non-self-oriented interactions to cultivate a network that supports and enhances both personal and professional success. Topics covered during this episode include: Why prioritizing trust and genuine connections is essential in professional engagements. How discovering shared personal interests can enrich professional relationships. Why starting with credibility in sales conversations lays the groundwork for deeper, trust-based connections. How "gold coins" of knowledge entice client interest and foster organic opportunities over time. Why delivering on promises is key to maintaining credibility and sustainable business growth. How a commitment to quality leads to financial stability and a reduced need for constant client acquisition. How shared risk-reward models and robust reporting can strengthen client engagement and trust. Why aggressive sales tactics that neglect delivery quality can harm your business. How strong delivery teams make it easier to build trusted advisor relationships. Why excellence in service is a foundation for business stability, client retention, and organic growth. Red Badger's simple yet powerful mantra. Why defining clear success metrics early in client relationships is necessary for accountability and alignment. Cain Ullah on LinkedIn: https://www.linkedin.com/in/cainullah/