Building an Incredibly Powerful Sales and Marketing Engine with Caroline Hodson
Release Date: 03/24/2025
Mastering Supplier Relations Through Strategic Dialogue with Kelly Barner
Higgle: The B2B Sales Club
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...
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Typical Agency Dysfunctions and How to Avoid Them with Leah Power
Higgle: The B2B Sales Club
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 challenges that arise when cost-saving measures threaten the innovative spirit that is crucial for successful partnerships. We unravel the tensions between procurement-driven processes and the collaborative...
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Secrets of Successful Upselling and Strong Client Relationships with Jon Peppiatt, Part 1
Higgle: The B2B Sales Club
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. Jon emphasizes the importance of not overpromising on new capabilities, as it can negatively impact client relationships. We closely examine the evolving landscape of B2B advertising, where...
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Humanize Your Sales Approach Using The Wes Method with Wes Schaeffer
Higgle: The B2B Sales Club
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, emphasizing the importance of adaptability and self-motivation. We talk about the critical overlap of sales and marketing, exploring how aligning these efforts can lead to success. Wes shares personal...
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Mastering Negotiation Through Compassionate Curiosity with Kwame Christian
Higgle: The B2B Sales Club
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 intelligence and managing emotions under pressure. His unique approach to negotiation, influenced by his passions for chess and powerlifting, offers valuable insight into mastering difficult...
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Avoiding Complacency Through Agency and Consultancy Dynamics with Dino Myers-Lamptey
Higgle: The B2B Sales Club
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, including being a trustee at Brixton Finishing School, allows for him to provide a unique perspective on maintaining a competitive edge. Dino talks about the need for strategic problem-solving in...
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Why Independent Agencies Are Making Waves in the Advertising World with Nigel Roberts
Higgle: The B2B Sales Club
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 advertising. We navigate the shifting landscape of marketing strategies, contrasting traditional approaches with modern, process-driven methods. We also dissect the evolving dynamics within the...
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Mastering Connections from LinkedIn to Real Life with Steve Fair and Matt Broughton
Higgle: The B2B Sales Club
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 communication, offering useful advice on presenting your agency's offerings in a way that resonates with potential clients. Later, we focus on the evolution of cold outreach and the importance of humanized...
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Aligning Teams for Long-Term B2B Sales Excellence with Adam Miller
Higgle: The B2B Sales Club
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 also tackle common misconceptions surrounding account-based marketing (ABM) and emphasize the importance of collaboration between sales and marketing teams. We address the critical issue of aligning...
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Why You Need to Grow Your Customer’s Decision Confidence with Brent Adamson and Karl Schmidt
Higgle: The B2B Sales Club
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 that true confidence comes from within the customers themselves. This perspective not only transforms how we view B2B sales, but also highlights the importance of nurturing decision confidence. ...
info_outlineHow 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 strategies, and we discuss how these elements can drive business objectives.
We confront misconceptions about AI's capabilities, especially regarding unstructured data, with Caroline sharing her insights on the necessity of structured data and clear objectives for AI to produce meaningful results. We also examine the crucial need for marketing and sales alignment, advocating for a proactive partnership rather than a mere agreement.
Topics covered during this episode include:
- The importance of building a sales and marketing engine.
- Why data and technology are pivotal for personalized and compliant marketing strategies.
- How integration of people and change management ensures successful marketing strategy adoption.
- Why businesses must deliver personalized experiences, similar to Netflix and Amazon.
- How a unified data view is essential to fully leverage AI capabilities.
- Why AI struggles with unstructured data without proper structure and clear objectives.
- Why marketing and sales alignment must evolve into active collaboration and shared goals.
- How a balanced approach to brand and performance marketing helps achieve business objectives.
- Why CMOs face increasing pressure to demonstrate their impact on sales outcomes.
- How changing consumer expectations influence the B2B marketing landscape.
- How clarity and organization in data management are critical for a competitive advantage.
- Why constant adaptation and data excellence are needed in an ever-changing market landscape.
Discover how to revolutionize your B2B marketing strategy with cutting-edge insights on data, technology, and AI. Tune in now!
Caroline Hodson on LinkedIn: https://www.linkedin.com/in/caroline-hodson-88425719