Navigating a new agency partnership in unfamiliar territory? Here’s how to make the most of the relationship when the agency's expertise is outside your comfort zone: 🔍 Build your foundational knowledge Check out industry trade pubs to read up on recent campaigns and case studies. This will build your foundational understanding of how others are succeeding in this new area. 📚 Set up a learning session Arrange a session with your agency where they can walk you through key concepts, recent plans, and success metrics. Think of it as onboarding for you, not just them. 📊 Define specific KPIs together Ask them to explain why the KPIs they’re recommending matter and how they align with your business goals. You’ll likely be deferring to them more in the early stages of the partnership, and that’s OK. 👥 Request training for your team Many agencies are happy to provide training sessions to help bridge clients’ knowledge gaps. It ensures everyone’s on the same page and makes for more informed, better clients! 📰 Stay informed on trends Subscribe to industry newsletters and attend relevant conferences and webinars (your agency can make recommendations here). Staying current on trends will help you better understand the context of the agency’s work. Venturing outside your comfort zone can be challenging, but your agency is there to help you succeed—so don’t be afraid to ask questions and rely on them as a partner! Have you faced a similar situation? How did you manage it?
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EDIT: In case I can't get back to your comment, you can access the resource here: bit.ly/3vTMUNe My secret to being the leading agency in our vertical: Always know what competitors are doing. I analyse every part of my competitors: Key Services/Products Unique Capabilities Better Capabilities Same Capabilities Worse Capabilities Target Customers Notable Clients Messaging Strategy Price Not because I’m threatened. But because it allows me to find new angles to differentiate and constantly stay ahead. I recorded a 9 minute training on how we do it + a template you can steal. Want them? 1. Like + Comment ‘Spy’ 2. Follow me Shan Hanif I’ll DM you access. ps. I just launched the Agency 8X Accelerator: https://www.agency8x.com/
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The agency's leaky bucket. Often we are chasing new clients and forgetting about helping the existing ones. We can help them with: * Additional ideas to solve their business challenges * More solutions to help them reach their business goals * Our expertise / training for their colleagues and other parts of their business * Our knowledge of what's changing in the market to keep them current * Our thinking about what's working / not working with other clients we work with * Ideas about their future opportunities we're seeing coming up * Advice for what they need to consider for their next step New business is expensive. Your existing clients want you to be proactive. Spending time helping your existing clients is an opportunity to add value to your client's business and grow yours. Your account management team are the agency's untapped superpower when it comes to identifying ways we can help beyond the current brief. They are speaking to the clients on a regular basis, they understand their priorities and problems. What are you doing to ensure your client knows you can help beyond the brief? DM me if you'd like to chat about training for your account management team, I'm opening enrolments for the Account Accelerator, a 12 month training and coaching programme that starts on March 5th and places are limited.
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Being a generalist used to be a great thing. Many newer speakers still think it’s a great thing. Now? It’s so last century. The market now wants experts, speakers, and consultants who go deep in one area instead of many. Decision makers wanting speakers who are generalists now typically hire training companies to come in […] The post “Narrowing Your Focus: The Power of Target Marketing” appeared first on Lois Creamer | Book More Business.
“Narrowing Your Focus: The Power of Target Marketing”
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Client Success Consultant and Trainer | B2B Marketing Expert | Advanced ABM Strategist | Driving Business Success Through Innovative Client Engagement
How Important is a Client Services team in a marketing agency really? Surely the work speaks for itself? If you are creating compelling campaigns, that provide results, then you are winning with clients right? Wrong. Of course the above is important, but if the process that stakeholders have to go through to get these results, are marred with poor response rates, poor attitude, lack of visibility, constant chasing, poor expectation setting, then they are unlikely to continue working with you. In fact, in the recent study I conducted with clients that commission agencies, 100% of all respondents said that having a good relationship with their client services team is important to critical and over 50% said they would stop working with an agency entirely if this relationship was broken. In a time when client retention is critical for agencies, ensuring that your client facing team, all have a client-first attitude, have solid Ways of Working and standards in place so the service levels to all clients is at an optimum and consistent should be at the forefront of your mind. If you need any help in training, or creating these process, do drop me a DM.
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What's the game-changer in channel management today? 💡 If I were in charge of channel sales, my focus would pivot to an often underutilised asset: Implementing an online channel partner training program. Yes, I might be biased, but here's the reality... While many organisations have training programs, not all utilise digital platforms to engage, educate, and empower their partners, especially in a remote-first world. Why online training? Because it meets partners where they are, offering flexibility, scalability, and accessibility...quickly, at the point of need. But it's not just about having an online platform; it's about: 👉 Customising content for different partner tiers. Your larger, more autonomous partners might need advanced strategy sessions, whereas smaller or newer partners could benefit from basics and best practices. 👨🏫 Interactive learning modules that engage partners and make learning enjoyable. Think gamification, quizzes, and real-life scenarios. 📈 Tracking and analytics to see which partners are engaging, what they're learning, and how it's impacting their sales and marketing strategies. 📢 Feedback loops to continuously improve the training content based on partner input and performance data. 👩🎓 Incentivising training completion with certifications, badges, or even tangible rewards to motivate partners and elevate their status and credibility when selling your products. Many overlook the potential of their unmanaged partners. Like the untapped goldmine they are, a robust online training program can nurture these relationships, bringing them into the managed fold over time. So, I turn the question to you: If you are in charge of channel sales today, how would you leverage online training to enhance your sales ecosystem? #Channelstrategy #Partnertraining #Learninganddevelopment
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Rachel - Working in a PR situation that is a little unfamiliar or beyond your comfort zone starts a lot with your own mindset. It can be refreshing if you're able to convince yourself that the beginner's mindset is likely to reap the biggest progress for self and others - tapping into others' expertise and then leveraging your own (rather than coming in hot with your own "I've done this and this is how we'll do it.") "If I'm green, then I can grow!"