Archive for the ‘Marginal gains’ Category

EP31: A client perspective | Julia Howe | 20th Century Fox

August 6th, 2019

With 30 episodes under our belt if feels like the right time to get another client perspective on all things new business and the client and agency relationship.

Our guest this month is Julia Howe. Julia has enjoyed a globetrotting career on both sides of the client and agency fence, and is currently EVP and Co-Head of Global Marketing at 20th Century Fox.

Julia joins us from LA to share her first-hand experience of how agencies really can make a difference when prospecting, pitching and nurturing their client relationships.

Let us not assume that the agencies who are pitching for, or working with behemoth global accounts such as Fox are getting everything right! If ever there was an episode of Small Spark Theory to truly highlight now paying attention to the small stuff and focussing on performance improvement really counts – this is it.

As always we’ll be giving away a copy of Julia’s recommended read: Deep Work by Cal Newport. Just listen in to find out how to win.

EP27: LinkedIn | Alex Low | Digital Leadership Associates

April 3rd, 2019

“Whatever you do from here, even if you choose to ignore everything I’m about to tell you, please be good at LinkedIn.”

 

This is a phrase I have repeated many times during my engagements with agencies over the years, and one I stand by now more than ever.

 

LinkedIn has become an incredible tool to support new business, but in many cases, agencies are only just scratching the surface of how they can leverage the platform to expand and engage their networks, whilst showcasing expertise.

 

And since the introduction of Sales Navigator, I’ve been searching for a true ‘super-user’ to join me on the podcast and really get to grips with the functionality on offer. So it was fitting that through LinkedIn, I found the brilliant Alex Low, Head of Social Selling at Digital Leadership Associates.

 

Having spent many years working in property, recruitment, management consultancy and law, Alex now advises a wide range of professional services businesses, empowering fee earners, business development and marketing teams to leverage the power of their networks to drive better, more relevant business conversations through social.

 

So if you’ve been wondering how to get started with LinkedIn, or how to unlock the next level of network engagement – this episode is for you.

 

We’ll be giving away a copy of Alex’s recommended read: Technology vs. Humanity: The coming clash between man and machine by Gerd Leonhard just listen in to find out how to win.

 

Also recommended in this episode are:

 

Life 3.0: Being Human in the Age of Artificial Intelligence by Max Tegmark 

 

Salim Ismail on Exponential Organizations

 

 

For more information on how to make the most of LinkedIn you can see the full collection of Alex’s guides here.

 

EP24: The new business email | Kimi Gilbert | The Future Factory

January 7th, 2019

Dear prospect, my name is Lucy, I’m writing to introduce…….

 

And so it goes, the new business email, putting the fear into agency folk across the land.

 

It’s no surprise. For many people, selling isn’t something that comes naturally. And trying to sell yourself, or your agency, in a blank email window while the cursor blinks impatiently back at you, is no mean feat. In my experience, many best laid plans to contact a painstakingly researched list of prospects stall at this point, or we manage to email a few, wring our hands, get no response, swear a bit and then give up.

 

Sound familiar? Then this episode is for you. Kimi Gilbert is Director of Training & Development at new business agency The Future Factory and trains her team, and agencies of all disciplines, in the art of writing new business emails that work.

 

Kimi joins me to share her top tips for getting email cut-through, based on years of data and client feedback. If you’re looking for a way to make marginal gains into your new business performance then this is the perfect place to start.

 

As always we have a competition for you, we’ll be giving away a copy of Kimi’s recommended book: You Are a Message: Meditations for the Creative Entrepreneur by Guillaume Wolf  – simply listen in to find out how to win.

 

The next Winning New Business via Email course takes place in March, places are limited but you can find out more information or book tickets here.

 

EP22: Rethinking Client Experience | Nick Phipps | Rawnet

November 5th, 2018

I’ll admit it, I’m slightly obsessed about the experience that clients and prospects have when they work with (or are considering working with) an agency.

 

Just as customer and user experience is now paramount for consumer brands, of course the the same rules apply for B2B. There will always be other agencies who can deliver a comparable service for a comparable price, but it is the experience of working with an agency which will influence selection, keep clients coming back for more and generate referrals. But hang on a minute – isn’t that where chemistry comes in? Well yes it is, but chemistry isn’t scalable, or reliable for that matter. What I’m really talking about is the end to end experience and the processes we can put in place to truly delight clients and prospects, beyond the delivery of great work.

 

And yet rarely do we take the opportunity to truly put ourselves in our clients or prospects shoes, to understand just how user friendly we really are. Our reporting, meetings, emails, websites, project management processes and more are all fertile ground for identifying marginal gains.  

 

This is an episode I’ve been wanting to make for a while so I was delighted when Nick Phipps got in touch from Rawnet. In true, “physician heal thyself” style, Rawnet are in the process of applying the customer centric principles and strategies they use for their clients’ businesses, to their own agency. We got together to chat about how it’s working out.

 

And we have another competition for you. You can win a copy of Nick’s recommended read:  The Ten Principles Behind Great Customer Experiences by Matt Watkinson – just listen in for more details.

 

EP19: Planning for exit | Tony Walford | Green Square

July 25th, 2018

Right at the beginning of this podcast series we talked about the importance of setting objectives for growth that in turn, guide the new business & marketing plan and activities. But what if those objectives include a sale or exit? We need a different level of planning altogether.

 

In this episode I am joined by Tony Walford – founding partner of Green Square and one of the leading M&A and corporate advisory voices in the marketing communications, media and tech sectors.

 

Tony offers advice on what agency owners need to plan and prepare for, including the often tricky process of demonstrating ROI to clients (awards are critical!), why incentivising your staff is essential, along with key attributes in client relationships that are attractive to potential buyers.

 

Mentioned in this episode are:

 

The Diagrams Book by Kevin Duncan

Sad Men by Dave Roberts.


Details on the Green Square Ascension Day can also be found here.

 

Not only that we have our monthly competition! Listen in to find out how to win a copy of Tony’s recommended book ‘Sad Men’ by Dave Roberts.

 

Just in time for the holidays, this really is a really is the perfect sunlounger episode,  so put your feet up and kick back with a G + T. Stay cool gang.

 

EP18: Small Spark Theory Live Part Two

June 29th, 2018

Small Spark Theory Live was recorded in front of a live studio audience at White City Place in May. In Part One, we were joined by agency board advisor Felix Velarde and Joanna Brassett, founder of Studio Into to discuss the challenges faced by agency leaders at various stages of growth. 

 

In this, the second of two episodes recorded on the night, we gain a client perspective by speaking to Head of Marketing and Creative for Dishoom – Sara Stark. Sara discusses her experience of working with agencies and offers advice for approaching potential clients, along with invaluable tips for a building successful client / agency relationships. (Hint: send Sara flowers!) 

 

As always we have a competition for you. Listen in to find out how to win a copy of Sara’s recommended read: Winning in Your Own Way: The Nine and a Half Golden Rules of Branding by Robert Bean.

 

Thanks again to our lovely co-hosts YCN, everyone at White City Place and to photographer David Townhill. 

EP16: Pricing Creativity | Blair Enns

May 2nd, 2018

Following the success of the Win Without Pitching Manifesto, Blair Enns’ much anticipated book – Pricing Creativity: A Guide to Profit Beyond the Billable Hour was published earlier this year.

 

I’ll admit, I was worried how this transformative approach to pricing would fit into this series, where we explore how we can implement small changes to our sales and marketing toolkit and processes, but rest assured, as Blair explains in this episode, there are changes you can make today that will reap tangible rewards.

 

I know I say this every time but this is one episode you really won’t want to miss!

 

You can hear more about mastering the value conversation in Blair’s discussion with David C Baker in this episode of 2Bobs.

 

Blair and David will be reprising their new business summit for one time only this summer for the DBA. You can find details of tickets here, but be quick, this is likely to sell out fast!

 

We have a phenomenal prize for one lucky listener, tune in to find out how to win.

 

Also mentioned in this episode Thinking, Fast and Slow by Daniel Kahneman

 

 

EP:15 Social Media | Alex & Claire Blyth | Red Setter

April 9th, 2018

Anyone who has been to one of my talks, listened to Small Spark Theory or worked with me on increasing new business performance will know my feelings on LinkedIn by now. I stand by my well-worn edict “if you do nothing else, get to grips with LinkedIn” and will continue to do so, until such time as the platform implodes, or is superseded.

 

But what about the rest of the social media maze? Making the connection between social channels and new business results is troublesome for many and even when we think we should get involved, it’s easy to then lose momentum and enthusiasm.

 

Late last year the team at PR & new business agency Red Setter examined the social media presence of 200 agencies and interviewed 50 agency leaders and a range of experts to understand the barriers, benefits and secrets to winning at social media.

 

I invited Red Setter founders Alex and Claire Blyth into the Pod to find out about the results of their study, and get some top tips for our listeners.

 

You can download their report: The Guide to Agency Growth through Social Media here.

 

As always we have a competition! We’re giving away a copy of Alex’s recommended read, The Elements of Style by Strunk & White. Listen in to find out how to win.

EP14: Intellectual Assets | Erica Wolfe-Murray | Lola Media

March 6th, 2018

Let’s be honest. These are uncertain times.

 

Even those agenciy owners who are highly proficient in keeping the new business pipeline bubbling, will probably have had a heart-stopping moment or two over the last 18 months. An unexpected decision by a client, the surprising cancellation of a new project after the green light has already been given, or as one observer recently described to me – client paralysis.

 

So far in the Small Spark Theory we’ve been examining all the parts of the sales and marketing process to understand where we can make marginal gains.

 

But understanding not only how we sell but, what we sell, has never been more important.

 

In this month’s episode, we chat to Erica Wolfe-Murray, of Lola Media. With a unique mix of experiences from finance and the creative sector, Erica is an established thought leader on the subject of business growth through creative use of IP.

 

This is our first eye-opening episode from Erica who’ll be joining us later in the year to discuss revenue models.

 

As always we’ve got a competition and will be giving away a copy of Erica’s recommended read: A Soldier of the Great War by Mark Helprin. Listen in to find out how to win.

 

EP12: A client perspective | Katie Pattison | Hammerson plc

December 5th, 2017

In episode 10 we gained some fantastic insight into best pitch practice from Tony Spong at AAR. Tony’s intermediary experience – seeing the process from a client and agency perspective, got us thinking how useful it would be to involve some clients in our future episodes.

 

So, we finish the year with the first of our client perspective episodes. Katie Pattison has been managing marketing budgets at FTSE100 businesses for 25 years, during which time she has hired agencies of all shapes, sizes, and disciplines.

 

In this interview, Katie shares her experience of agency new business approaches, lasting agency relationships, and her top tips or gaining and retaining clients.

 

As always, we’ll be giving away a copy of Katie’s recommended read The Alchemist by Paulo Coelho. Listen in to find out how to win.

 

We’ve loved producing Small Spark Theory this year and have been overwhelmed by your feedback. We’ll be back in the New Year, chatting with more clients and experts and will be unveiling details of a very special Small Spark Theory event. For more details, sign up for our newsletter here or for more information on improving your agency new businesses effectiveness, please get in touch here.

 

Have a wonderful festive break and see you in 2018.