Thriving in the B2B World Through Powerful Referral Expertise with Tom Poynter
Release Date: 09/15/2025
Strategic Partnerships and Success in the Third Sector with Jenny Kitchen
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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Thriving in the B2B World Through Powerful Referral Expertise with Tom Poynter
Higgle: The B2B Sales Club
What strategies can agencies implement to harness the power of referrals and retention for sustainable growth? Tom Poynter is a seasoned industry expert who has honed his skills at prestigious companies and is currently Managing Director at Keel. In this discussion, we get into the importance of niche specialization in the competitive landscape of UK agencies, where 25,000 entities vie for attention. Tom argues that being a jack-of-all-trades isn't enough anymore. We explore how agencies can thrive by focusing on specific sectors and developing a deep understanding of client needs. We also...
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Charting a Purposeful Path in Business Development with Becky Hipkiss
Higgle: The B2B Sales Club
Are you ready to discover how aligning purpose-driven initiatives with business goals can elevate your marketing campaigns? Becky Hipkiss, the New Business Director at We Are Futures, joins us today as she shares her journey from client services to becoming a standout figure in business development. She opens up about her unique experiences, including her side hustle as a micro-influencer, where she enjoys perks like gifted holidays without focusing on monetization. We dive into her knack for strategic deal-making and her award-winning achievements, like being named the BD100 Rising Star,...
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Elevate Your Negotiation Game Using These 6 Principles with Saad a Saad
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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What Clients Actually Want: Shocking Insights From the Agency-Client Benchmark Report 2025 with Remeny Armitage
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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Unlocking Growth Through Innovative Business Models with Caroline Johnson
Higgle: The B2B Sales Club
What are the critical steps for aligning leadership and embracing change to drive business transformation in the marketing industry? This week I sit down with Caroline Johnson, Co-Founder of The Business Model Company, to get an inside look at her groundbreaking approach to transforming business models in the global marketing services industry. Caroline shares her extensive experience in evolving traditional service-centric models into productized strategies that foster sustainable growth. We explore the intricacies of creating, delivering, and capturing value, and discuss the importance of...
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The Secrets of Success in Niche Marketing Revealed with Rob Dando
Higgle: The B2B Sales Club
How did this marketing agency transform its approach to become a leading expert in the engineering and manufacturing sector during the pandemic? In this episode we’re welcoming Rob Dando, MD & Co-Founder of FINALLY Agency, to get insights from his fascinating journey that took him from web development to becoming a leading figure in niche marketing for engineering and manufacturing. We explore how FINALLY Agency's strategic pivot during the COVID-19 pandemic allowed them to leverage Rob's technical background and family connections to become trusted advisors within their niche. Through...
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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 agencies implement to harness the power of referrals and retention for sustainable growth?
Tom Poynter is a seasoned industry expert who has honed his skills at prestigious companies and is currently Managing Director at Keel. In this discussion, we get into the importance of niche specialization in the competitive landscape of UK agencies, where 25,000 entities vie for attention. Tom argues that being a jack-of-all-trades isn't enough anymore. We explore how agencies can thrive by focusing on specific sectors and developing a deep understanding of client needs.
We also tackle the specifics of sustainable agency growth, highlighting the power of referrals and client retention. Tom shares personal experiences and strategies that emphasize viewing each client as a potential ambassador. By nurturing relationships and delivering excellent work, agencies can build a network of advocacy, reducing the constant pursuit of new business. Later, we discuss the shift towards multimedia storytelling and impactful positioning, essential for engaging today’s B2B buyers.
Topics covered during this episode include:
- How specialization is crucial for B2B agencies to differentiate in a competitive market.
- Why B2B buyers prioritize expertise over general offerings in agency services.
- How niche focus helps agencies thrive by understanding specific client sectors deeply.
- Why referrals and client retention are vital for sustainable agency growth.
- How delivering excellent work can transform clients into ambassadors for the agency.
- Why multimedia storytelling is essential for engaging modern B2B buyers.
- How impactful positioning and content strategies maintain agency distinctiveness.
- Why thought leadership and trade events are key for continued business growth.
- How agency evolution and strategic adjustments drive high-impact creative work.
- Why clear brand and communication alignment enhance client relationships and sales efforts.
Tune in to discover how niche specialization can revolutionize your B2B agency's growth strategy in a competitive market!
Tom Poynter on LinkedIn: https://www.linkedin.com/in/tom-poynter-571b7a/