Higgle: The B2B Sales Club

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...

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 hi...

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 virtu...

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 ardu...

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...

Is your agency prepared to counteract typical dysfunctions and build value-driven client partnerships? Leah Power, EVP, Strategic Operations Consultant at the Institute of Canadian Agencies, joins us for a second appearance to discuss the relationship between cost efficiency and creativity in agency-client relationships. Leah examines the role of procurement in this dynamic, describing the challen...

Ready to find out how agencies can strike the perfect balance between upselling and nurturing lasting client relationships? Jon Peppiatt, who has amassed over 35 years of marketing experience including his time as Chairman at BBH London, joins us today. In this first of two parts, the conversation focuses on upselling as well as the balance between retaining existing clients and acquiring new ones...

What unique sales insights can be gained from someone who traded military discipline for the dynamic challenges of B2B? Wes Schaeffer, AKA The Sales Whisperer, is a former Air Force member who has successfully transitioned into the world of B2B sales. Today's conversation has Wes sharing his unique journey from the structured environment of the military to the ever-evolving landscape of sales, emp...

Is embracing emotional intelligence while understanding the amygdala hijack the secret to mastering negotiations under pressure? Kwame Christian, a globally recognized negotiation expert and CEO of the American Negotiation Institute, joins us today. He shares his inspiring journey from a novice negotiator to a LinkedIn Top Voice with over 119,000 followers, emphasizing the importance of emotional...

Ready to learn the strategic shifts that can help organizations avoid the pitfalls of complacency? This week we're welcoming Dino Myers-Lamptey , who founded The Barber Shop, which is a strategy-led media, creative, and tech company. We look at the complex world of agency and consultancy dynamics, revealing how complacency can derail organizations. Dino's involvement in several organizations, incl...

Can the rise of independent creative agencies signal a revival in the craft of advertising? Nigel Roberts, Creative Partner at Orange Panther Collective, shares the secrets behind making ads that resonate with audiences for years to come in this episode. We explore the balance between creativity and sales, and Nigel reveals how engaging and persuading consumers are the cornerstones of effective ad...

Ready to make your agency stand out in a saturated market by focusing on verifiable facts rather than self-description? Steve Fair and Matt Broughton, both from Sponge NB, are here today to discuss how to build authentic business relationships, including how to form genuine connections on LinkedIn without the pressure of immediate sales pitches. We dig deep into the nuances of effective communicat...

Could the art of collaboration transform your sales and marketing strategies for C-suite success? This time we sit down with Adam Miller, CEO of Elevate, to explore the art of aligning sales and marketing for B2B success. He explains the nuances of targeting C-suite decision makers in complex sales cycles, and shares his expertise on defining clear, actionable goals that drive business growth. We...

Are you ready to discover why building customer self-confidence is more crucial than ever in today's B2B sales landscape? Brent Adamson and Karl Schmidt join us today, the duo behind the upcoming book "The Framemaking Sale." These sales experts unravel the critical yet often overlooked aspect of buyer confidence. They shift the focus from traditional supplier-centric models to the empowering idea...

What secrets do successful businesses use to convert initial collaborations into long-term, profitable partnerships? Iain Scott, the CEO and Founder of Base Creative, joins today's conversation as we get into the transformative power of strategic partnerships for business growth. He shares his journey of leveraging his digital marketing agency's success through unique alliances. With an intriguing...

Is your brand caught in the cycle of short-term gains due to outdated RFP processes? In this episode, we're examining the nuances of agency operations with Leah Power, EVP, Strategic Operations Consultant at the Institute of Canadian Agencies. We unravel the overwhelming nature of agency pitches and explore the challenges agencies face, from the RFP process to building long-term relationships. Lea...

Could formalized training in media planning and buying be the key to elevating industry standards? Adam Hopkinson, the innovative founder of PASHN, takes us into the world of media buying this week. We examine the crucial role of media planners and buyers, exploring the need for robust training and formal qualifications in the industry. Adam argues for the elevation of training standards to match...

How can you ensure your marketing and sales strategies are not just aligned, but actively collaborating for shared success? Today we're joined by Caroline Hodson, Managing Director of WoolfHodson, to explore how to build a robust sales and marketing engine in the ever-changing B2B landscape. Caroline explains the critical role technology plays in crafting personalized and compliant marketing strat...

Are you ready to redefine your agency's strategies for a competitive edge? Emily Metcalfe, a strategic marketing consultant, is here to guide us through the future of agency growth and client relationships. Emily dissects the crowded UK market, showcasing the critical need for agencies to articulate unique value propositions that go beyond generic descriptors. We discuss the importance of fosterin...

How can cultural strengths and technical expertise from Latin America unlock new opportunities in the European tech market? John Birtwhistle has worked in technology consulting for nearly 20 years; developing and implementing commercial strategies aligning to goals and objectives with an aim to accelerate growth. Utilising best of breed technology and analysis to create commercial opportunities th...

Could digital sales rooms be the game changer your sales team needs to overcome channel conflict and boost revenue? Jason Nyhus serves as President of Shopware, a market leading open source commerce platform with over 50,000 clients, which enables retail brands to quickly scale their businesses and easily sell across every channel. He was previously SVP of sales, marketing and partnerships at Digi...

What secrets do boutique consultancies need to unlock to build long-lasting client relationships? John Godfrey, Commercial Director at Red Badger, is here to give his insights on the challenges boutique consultancies face, especially when competing with industry giants. John shares invaluable insights on transitioning from a reliance on networks to building scalable and repeatable sales pipelines....

Is your agency equipped to craft pitches that align with the shifting economic, technological, and societal landscape? Freia Muehlenbein, an insightful agency growth consultant, joins us in this episode to explore the evolving art of agency pitches. She reveals why traditional pitching methods often fall short in today's fast-paced business world, and emphasizes the need for agencies to truly unde...

How does content syndication elevate your brand's status as a thought leader in the crowded tech marketplace? Let's sit down with Freya Ward, the Global Sales Director at Headley Media, for her expert insights on how content syndication can be the winning medium for reaching technology decision-makers. She explains the strategies that enable companies to connect with their ideal customer profiles,...

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 g...