Strategic Partnerships and Success in the Third Sector with Jenny Kitchen
Release Date: 09/22/2025
Transformational Growth in the Age of AI Through Emotional Intelligence with Oya Mustafa
Higgle: The B2B Sales Club
How can emotional intelligence and cultural sensitivity transform your B2B sales strategy in a world dominated by automation? Joining the podcast today is Oya Mustafa, the Chief Growth Officer at Not Normal Group. We get into a deep discussion about transformative power of emotional intelligence in B2B sales, discussing how human-centric approaches can outshine the surging trend of AI. Oya passionately shares her insights on building trust through genuine human connections and the crucial role of emotional intelligence and cultural sensitivity in business development. We explore the paradigm...
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Higgle: The B2B Sales Club
Are you ready to discover the magic of combining scientific insights with emotional connections in brand strategy? Ulli Appelbaum, Founder & Chief Strategy Officer at First The Trousers Then The Shoes, joins us in this episode to explore the nuanced world of brand strategy. As he shares his wealth of experience in creating brand clarity and emotional connections, we examine how the science of brand associations can elevate a business beyond just its logo, turning it into a series of memorable connections. From discussing the 95-5 rule to understanding how charisma and honesty foster...
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Higgle: The B2B Sales Club
What secrets do expert negotiators use to transform conflicts into win-win situations? Andres Lares, Managing Partner of the Shapiro Negotiations Institute, joins us to share his wealth of negotiation experience in this episode. We explore the transformative power of empathy and emotional intelligence in achieving successful outcomes, as Andres emphasizes the importance of considering the other party's needs and transforming negotiations into collaborative efforts. By focusing on curiosity and the art of asking the right questions, we uncover strategies to build rapport and gather valuable...
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The Blueprint for Effective Business Development with Anna Stone
Higgle: The B2B Sales Club
Are you curious about the strategies that can turn a simple proposal into a winning formula for sustainable agency growth? We’re welcoming Anna Stone today, Head of Growth at True and a veteran in business development, to unravel the evolution of agency growth strategies from the days of cold calling to the modern era of video calls and personalized outreach. Anna shares her insights on how meaningful client engagement can transcend hard selling, emphasizing the importance of building genuine relationships. We dig into the necessity of adapting to new communication methods, while still...
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The Power of Patience and Personalization with Brooke Pinkney
Higgle: The B2B Sales Club
What if listening is the ultimate skill missing from your sales toolkit? Brooke Pinkney, Managing Director at Broadley Speaking, joins us today to challenge the pitfalls of short-term thinking in sales strategies and emphasize the importance of patience and long-term planning. Brooke also examines the misconception that quick-fix solutions can resolve the complexities of significant B2B purchases involving multiple decision-makers. We discuss the need for businesses to accurately diagnose their sales challenges and engage in meaningful interactions over extended sales cycles, avoiding the trap...
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Harnessing Vulnerability and Rapport to Boost Sales Credibility with David Meade
Higgle: The B2B Sales Club
What simple daily practices can dramatically boost your sales success and negotiation outcomes? We’re getting deep into the power of mindset and authenticity in this week’s episode. Joining me is the insightful David Meade, an expert in high-performing teams, who sheds light on how small, daily changes can significantly impact sales outcomes. We discuss the importance of adopting a growth mindset to enhance openness and collaboration, which are essential for finding common ground in sales conversations. With reference to expert studies, we explore how building rapport before negotiations...
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Mastering AI for Business Growth: Strategy, Compliance, and Innovation with Sumeet Vermani
Higgle: The B2B Sales Club
Are you prepared to tackle the challenges of AI governance and leverage its potential for innovation in digital marketing? In this episode we sit down with Sumeet Vermani, Founder & Chief Marketing Officer of SKV Consulting, to unlock the secrets of implementing AI in business. We explore the vital need for aligning AI strategies with broader business objectives, going beyond the mere trendiness of technology. Sumeet shares how AI adoption is prompting cultural shifts in organizations, influenced by platforms like Google. Through Sumeet’s first-hand experiences, we emphasize the...
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Mastering USA Market Entry Through Strategic Vision and Leadership with Jennifer Quigley-Jones
Higgle: The B2B Sales Club
How can a UK-based business successfully navigate the complexities of expanding into the competitive US market without losing its foothold at home? Today we’re welcoming back Jennifer Quigley-Jones, the Founder and CEO of Digital Voices, as she talks about boldly expanding her UK-based business into the vibrant US market. She shares her strategic decision to reinvest $400,000 of retained profits, choosing long-term growth over personal dividends. We also learn about her innovative approaches to scaling operations and refining sales strategies within the ad agency industry. Jennifer’s story...
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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...
info_outlineHow 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 partnerships, and intentional growth. Her insights reveal how agencies can carve out their niche in competitive markets by embracing early engagement, collaboration, and digital sophistication.
Jenny opens up about the importance of building trust and articulating value, especially in complex negotiations within the third sector. She discusses the lessons Yoyo Design has learned from their journey to B Corp certification, including tracking conversion rates and refining their qualification strategies. We also touch on the nuances of negotiating contracts in the private versus public sectors and the role of digital sophistication in aligning business strategies.
Topics covered during this episode include:
- How Yoyo Design transitioned from sector-agnostic to a leader in the third sector.
- Why strategic partnerships with Umbraco fueled Yoyo Design's growth.
- How collaboration with the RNLI marked a pivotal shift for Yoyo Design.
- Why trust and articulating value are crucial in third-sector negotiations.
- How becoming a certified B Corp influenced Yoyo Design’s market opportunities.
- Why tracking conversion rates and qualifying leads maximizes win rates and reduces effort.
- How aligning digital projects with business strategies requires clear communication of value.
- Why building trust leads to better negotiation outcomes and client relationships.
- How intentional niching and strategic alliances drive growth and competitive advantage.
- Why digital agencies should focus on niche markets to improve conversion rates and storytelling.
- How early stakeholder involvement in the third sector streamlines project delivery and decision-making.
Join us to explore the journey of evolving a digital agency into a third sector leader and gain actionable insights for your growth strategy!
Jenny Kitchen on LinkedIn: https://www.linkedin.com/in/jenny-kitchen/