Harnessing the Extreme Power of B2B Event Management with Jade Howgrave-Graham and Lucy Francis
Release Date: 07/07/2025
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Higgle: The B2B Sales Club
How can agencies build trust and articulate value to excel in complex third-sector negotiations? Jenny Kitchen, the CEO of Yoyo Design, is with us today to explore the transformative journey of a digital agency evolving into a leader in the third sector. She explains how Yoyo Design strategically partnered with technology like Umbraco and collaborated with organizations such as the RNLI to fuel their growth and establish a strong foothold in the sector. Jenny shares personal stories from her time in rural France, which have shaped her leadership approach, emphasizing creativity, strategic...
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Higgle: The B2B Sales Club
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Higgle: The B2B Sales Club
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Higgle: The B2B Sales Club
How can embracing friction in sales negotiations unlock more creative and effective deal-making strategies? Saad a Saad is a negotiation consultant with Corporate Visions and the author of In the Lead: Mastering Your Sales Negotiation. We explore the art of negotiation beyond mere price discussions in this episode, focusing on the nuances that differentiate sales contexts from others. Saad shares invaluable insights on how to present justifiable pricing, build strong client relationships from the get-go, and employ strategic frameworks like the Kraljic matrix for B2B success. Whether you're a...
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Higgle: The B2B Sales Club
What are the surprising findings about client awareness of agency services, and how can agencies bridge this gap? In this episode, I sit down with Remeny Armitage once again, Founder of Brilliant and Human, to discuss the intricacies of client-agency relationships. Remeny's extensive research reveals a surprising gap: 40% of agencies acknowledge that their clients might not fully understand the breadth of services they offer. We get into the significance of genuine engagement and human connection in business, exploring how these elements can transform success and client retention. Remeny also...
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Higgle: The B2B Sales Club
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The Secrets of Success in Niche Marketing Revealed with Rob Dando
Higgle: The B2B Sales Club
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How an Influencer Marketing Agency Can Guarantee Results with Jennifer Quigley-Jones, Part 1
Higgle: The B2B Sales Club
How did a mere £500 and a unique perspective lead to a groundbreaking influencer marketing agency? In this first of two parts, we’re welcoming Jennifer Quigley-Jones, the founder and CEO of Digital Voices. She takes us through her incredible journey from working on refugee economic integration to establishing a thriving agency with just £500. We examine the world of influencer marketing, examining its evolution and how it has become an essential part of brand strategies, particularly for major players that work with Jennifer such as Unilever, PepsiCo, and Adobe. Jennifer shares how...
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How Salesforge used AI to Grow to $3 Million ARR in Under a Year with Frank Sondors
Higgle: The B2B Sales Club
What if you could scale your sales pipeline with minimal staff and maximum efficiency using AI? I sit down with tech sales expert Frank Sondors this week to explore how AI and lean teams are reshaping the B2B sales landscape. Frank, with his extensive background at Google and various B2B SaaS companies, shares his journey of building efficient sales pipelines without the traditional large sales teams. He challenges the old-school sales model that equates success with team size and reveals how he scaled his company, Salesforge, to $3 million ARR in just 11 months. We dig into the nitty-gritty...
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Secrets of Successful Upselling and Strong Client Relationships with Jon Peppiatt, Part 2
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 successes of performance-related pay models and explains the bravery required in financial negotiations. We also emphasize the importance of crafting compelling commercial narratives that highlight...
info_outlineWhat 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 virtual and hybrid event formats accelerated by the pandemic. Their insights reveal how these changes have challenged the industry to rethink event planning and execution in today’s complex economic landscape.
We discuss the critical elements of creating impactful and sustainable events, stressing the importance of understanding audience perceptions and the role of procurement in building trust and maximizing value. Jade and Lucy also share captivating stories from past events, showcasing how creativity and strategic planning can overcome challenges. Perhaps most importantly, they also explain what metrics to look at to determine if an event was successful.
Topics covered during this episode include:
- Why Jade and Lucy’s personal passions have been essential in shaping their approach to event management.
- How the pandemic accelerated the shift to virtual and hybrid event formats.
- Why aligning event goals with audience perceptions is crucial for selecting effective formats.
- How sustainability and logistical factors influence decisions in event planning.
- Why early procurement involvement builds trust and maximizes event value.
- How word-of-mouth and referrals are vital for client acquisition in Jade and Lucy’s industry.
- Why credibility and thought leadership are key in evolving sales strategies.
- How travel experiences emotionally impact individuals and affect the event industry.
- Strategies the two used to overcome imposter syndrome.
- How technology advancements have transformed expectations and delivery in the events industry.
- Why measuring event impact is critical for justifying expenses, especially in a tough economy.
Jump into the evolving world of B2B events and learn how to navigate client acquisition and procurement strategies for maximum impact!
Jade on LinkedIn: https://uk.linkedin.com/in/jadeaustin
Lucy on LinkedIn: https://uk.linkedin.com/in/lucyfrancislemonlane