Katy Ryder’s Post

But what do clients *really* want from their agency? Yesterday’s (brilliant) The Drum B2B Fest set out to answer this question. Amongst other things, we heard: ⭐ An engaged, happy team. Rather than just focusing on outputs, clients should be asking potential agencies about average tenure of the team, client retention, pro bono work and team training. An agency’s answer to these cultural questions can tell you just as much about the quality of service you’ll get than awards or frameworks. ⭐ People who are a joy to work with, but aren’t afraid to give an opinion. Can you see yourselves working together? Will your agency team push the brand forward without being disruptive? Are they prepared to have a difficult conversation? And would you still want to go for a beer with them the next day? A healthy agency relationship is about working with people you like, but who aren’t scared of healthy disagreement. ⭐ Expertise. Whether in local markets or at a service level. An agency should be filled with people at the top of their game who you can lean into for strategic or creative thinking, as well as execution. ⭐ Agility combined with structure. Teams need the ability to pivot, while retaining processes and structures to keep the programme on track. ⭐ Clear workstreams and areas of ownership. Whether you’re a multinational with 40+ agencies on the books or a scale-up with two or three, it’s essential to draw distinct lines of ownership and ensure agencies can focus on what’s in scope. That means internal comms must be a priority too – spending time making sure your marketers know who to work with and when. Victoria Kerr Sian Brigg Alexander Swann Mindy Lamb

I've been pitching for the last 21 years. Since Day 3 on my first job in advertising. I love the excitement, open canvas and camaraderie of a good pitch. But some parts of the process are broken, and it's time for change. At a time when marketers and procurement focus on cost-cutting and value for money, we need to address 4 conflicting ideologies: 1. Realistic Expectations on Personnel: Clients want dedicated talent from day one, but agencies are businesses too. We can't keep expensive talent on standby. Instead, clients should focus on an agency's culture, talent tenure, methodology, ways of working, and ability to deliver consistent results. 2. Category Expertise vs. Conflict of Interest: Demanding expertise without conflicts is contradictory. Also, often the best disruptors come from outside the category, offering fresh perspectives and unconventional ideas. 3. Open Communication: Limited and restricted Q&A sessions hinder collaborative pitching. The best outcomes arise from open dialogue, helping clients understand agency dynamics and allowing agencies to deliver their best work. 4. Partnering to Innovate: Clients want the efficiency of AI and the thrill of innovation, but shy away from its costs and risks. To harness the full potential of new technologies, there needs to be a shared approach to the associated responsibilities. We've made some strides. The Pitch Positive Pledge promotes respect for timelines and mental well-being. That's a good thing. I was once called into my boss's office for working 93 hours in a week. We don't need to be doing things like that. But agencies still face inconsistent expectations. Perhaps it's time for an update to the pledge to ensure fairness on all sides? #pitching #advertising #disruption

🚀 How I Embrace Growth Through Honest Feedback 🚀 As an Account Manager in the dynamic world of digital marketing, I navigate through a multitude of tasks every day, working with internal teams and striving to deliver exceptional results for our clients. But amidst the hustle and bustle, it's crucial to pause and reflect on our relationships with our clients. I understand the importance of regular, honest feedback. That's why I make it a priority to hold account review meetings with each of our clients, among the many topics discussed within these meetings, I always include a slide titled "We value your feedback" where I invite our clients to share their thoughts on how we're performing as their agency partner, what they enjoy about working with us, and if there are any opportunities for improvement. "We value your feedback" isn't just a phrase; it's a commitment to growth and improvement. Every piece of feedback, whether commendations or critiques, fuels our journey towards excellence. It's through these insights that we refine our strategies, fine-tune our approaches, and ultimately, strengthen our partnerships with clients. As we continue to evolve in the ever-changing landscape of digital marketing, let's remember the power of feedback. Let's embrace it not just as a mechanism for growth, but as a cornerstone of our commitment to delivering exceptional value to our clients. Here's to the conversations that spark innovation, the critiques that fuel progress, and the partnerships that thrive on transparency! 📣 #FeedbackMatters #ClientPartnerships #ContinuousImprovement #DigitalMarketingExcellence

Accountability in the creative industry and social media is a delicate dance, hinging on the foundation of a true partnership between the agency and the client. This relationship, however, is fraught with challenges that often lead to misunderstandings and unmet expectations. Two particular scenarios puzzle me and shed light on why things sometimes go awry. Clients often select agencies based on their stellar reputation and proven track record, yet, it baffles me when these same clients then start to interfere with the agency's process, dictating what should be done and how it should be executed. I often wonder, in what other industry would one hire professionals only to micromanage their expertise? This interference not only undermines the agency's work but also stifles creativity and innovation. On the flip side, agencies sometimes fall short of their commitments, delivering what was agreed upon but not going the extra mile to ensure the objective is fully met. This shortfall is a glaring lack of accountability. It's perplexing because both the client and the agency share the same goal and are striving towards the same outcome, yet, the relationship often suffers due to a lack of genuine partnership, accountability, trust, and an overabundance of ego on both sides. Ego, particularly from client representatives and agency personnel, is a significant barrier. It distorts communication, breeds mistrust, and ultimately hinders success. I take pride in saying that, over many years of working with clients, we have consistently gone the extra mile. Our philosophy has always been to under-promise and over-deliver. As we continue to grow, our commitment to fostering real partnerships with our clients only strengthens. We believe in accountability, trust, and mutual respect, ensuring that both parties move forward together towards a shared vision of success.

I never planned on becoming the owner of a B2B digital marketing and PR agency.  But life had its own roadmap.  The journey that led me here? It’s not so different from the one you’re on now.  Early in my career, I worked at large agencies. I loved the energy and the pace, but I quickly realized I never had enough time to truly focus on my clients. It always felt like something was missing.  So, I moved in-house, managing those same agencies from the client side. I thought this shift would solve the problem, but I learned something else... What was missing wasn’t just about tools or resources. It was about mindset.  Then came the turning point.  I realized that success was not about perfection, it was about agility and transparent communication. And that’s where so many client-agency relationships fell short.  So, I took a leap of faith and started my own agency. With this new mindset, I began turning challenges into opportunities:  - I adapted quickly to shifting client needs.   - I perfected stakeholder communication to keep everyone aligned.   - I developed a strategic approach that never compromised creativity.  One by one, these principles helped me build a reputation for delivering results, businesses could trust.  So, for anyone feeling stuck in a complex field, know this: embracing agility and transparency can be your edge too.  Today, my approach is even stronger.  At Crossroads, my team and I combine experience, creativity, and collaboration to deliver results for industries like life sciences, technology, and beyond. We approach every challenge with the same mindset that transformed my career: stay nimble, stay true, and adapt to whatever comes your way. To anyone forging their own path, here’s my advice:   "The journey doesn’t get easier; you get better." Take the leap. It’s worth it. 

Insight is only useful if it points you in the right direction, and a strategy is only impactful if it leads you to achieve marketing or organisational objectives. This can only be done if we have empathy for our clients, and understand where they’re coming from and what their internal capabilities and challenges are. That empathy extends to the target audience too – if we don’t put ourselves in their shoes then the strategy will not work. Results aside, our agency has a people-first mindset. We may do business and have goals but we are also humans, working together, no matter our role big or small we mustn’t forget this. It ensures we don’t lose sight of what’s important when engaging in business and life. A reminder to focus on the importance of balance, values and ethics. Our latest article introduces our Strategy Dream Team (Tamara Askew, Elliot Thorne & Sufyan Belhoche) and gives insight into how they deliver impactful and value-led solutions for the agency and our clients💡 Read it in full 👇 https://bit.ly/3Ip08EI

ARE YOU MARKETING YOUR WORK? Getting recognized and appreciated is so challenging these days, despite our good work. And the probability diminishes further if we are not bringing visibility to our work through good reporting, and long term strategic marketing. First is to get the right understanding as to what constitutes good work in the eyes of those who matter. Work out action plans to consistently deliver such good work. Have strategies to manage the roadblocks. The good work needs to be made visible through good reporting. 1. Target audience-based: Report your good work to all stakeholders in a timely manner. One size does not fit all. Tailor reporting according to the needs of the respective audience 2. Pre-emptive: Focus not just on current, but also assess future risks. Keep everybody informed pf such risks as well as your suggested solutions. For one, nobody likes surprises, and second stakeholders look for solutions, not problems 3. Metrics based - Report in such a manner that will clearly show what you have achieved your goals/targets Easy right? Not at all. Organizations have protocols, and access to key players is limited. This is where we need long term strategic marketing. A. Best route is client appreciation. They have direct lines to decision-makers. Showcase your work through solutions, reports, and constructive communication. B. Partner with team members and leaders who can advocate for your work (not see you as a threat). C. Participate in cross-functional meetings, volunteer for teams, and engage in social events. This will help in building connections beyond your team. Gaining recognition, especially in large companies, requires a focused and strategic approach. Not easy. But do we have a choice? #careermarketing #visibility #professionaldevelopment #workplacetips #recognitionatwork #selfleadership #asishdatta

Hello, Marketers! Reputation is everything in the fast-paced world of business. But how much effort do we really invest into managing and preserving it? ⚖️ • It’s not just about your brand or your logo 🏷️ • It’s about who you are as a business and how you treat those who interact with you. 👥 Your reputation is a prize asset that ought to be consciously constructed, diligently nurtured, and assiduously shielded. 💼 Why does this matter you ask? 🤔 1️⃣ Trust & Credibility: With good reputation management, you build a layer of trust with your audience. Trust is a crucial currency for any business, it encourages loyalty, advocates and repeat customers. 2️⃣ Business Growth: Positive reviews and word-of-mouth can lead to new opportunities, sales, and partnerships. Your reputation can be an inbound marketing asset. 3️⃣ Employee Morale: Your reputation isn't just outward-facing. An excellent reputation extends inward too, fostering pride and productivity among your team. Let's not misunderstand — reputation management isn't about manufacturing an image or perception. 🖼️ No, it's about holding a mirror to your business, refining processes, and tapping into the value of feedback. Here at The Marketing Hive, we believe in an integrated approach that combines PR, social media, and content marketing to not just manage, but strategically enhance your reputation: - Listen to your customers! Active and empathetic listening is the first step. Resonate with your audience and understand their needs. - Be transparent! The best way to build trust is through transparency. Be open about your successes AND your failures. - Regularly audit your online presence: Stay proactive and keep track of what's being said about your business online. - Commit to providing value: Rather than overselling yourself, focus on delivering value that outshines your competition. Reputation management needs strategy and diligence, it's essential to survival, growth, and prosperity for businesses in the twenty-first century. 🌐 Consider this your Monday reminder to not only manage your reputation but thrive on it. 🚀 What are some ways your business practices effective reputation management? Share your experiences and insights with us! #BusinessGrowth #BrandManagement #ReputationManagement #MarketingHive

Managing your marketing team properly can lead you to the better conversions Managing a marketing team can often feel like juggling a dozen balls at once. It’s a challenge, but with the right approach, it’s totally doable. Here are some down-to-earth tips to keep your marketing squad running like a well-oiled machine: Open Lines of Communication: ↳ Keep the chat open and constant. ↳Regular check-ins, whether through Zoom or over a coffee, can do wonders. ↳Everyone should feel comfortable sharing ideas and concerns. Clear Roles and Goals: ↳ Make sure everyone knows their role and what's expected. ↳Clear targets help keep the team focused and aligned. No more guesswork! Foster Creativity: ↳ Encourage out-of-the-box thinking. Sometimes, the wildest ideas lead to the best campaigns. ↳Give your team the freedom to experiment and innovate. Recognize and Reward: ↳ Don’t let hard work go unnoticed. ↳ A simple shoutout in a meeting or a small reward can boost morale and motivation. Invest in Tools and Training: ↳ Equip your team with the right tools and provide ongoing training. ↳ Keeping up with the latest trends and technologies is crucial in the fast-paced marketing world. Delegate and Trust: ↳ Delegate tasks based on strengths and trust your team to handle them. ↳Micromanaging kills creativity and slows progress. Foster Collaboration: ↳ Encourage team members to collaborate and share insights. ↳A unified team that works together can achieve amazing things. Provide Constructive Feedback: ↳ Feedback should be helpful, not hurtful. ↳Focus on what’s working and what can be improved without demoralizing your team. Managing a marketing team doesn’t have to be a headache. With the right approach, you can create a dynamic, creative, and efficient team that drives your brand forward. Got any more tips? Share below! #marketingmanagement #team #marketingtips

Engagement Strategies That Drive Long Term Business Success. Did you know that only 8% of customers are truly loyal to a brand? In today’s competitive market, building lasting relationships is essential for long term success. Here’s why client engagement matters: 🔹 Brand Advocacy: Engaged and satisfied clients become your most vocal advocates, recommending your services and enhancing your business's reputation. 🔹 Deeper Understanding: Regular interaction helps you understand and meet clients' evolving needs, leading to higher satisfaction and retention. 🔹 Innovation Powerhouse: Engaged clients bring fresh perspectives and ideas, fostering innovation and keeping you ahead of the competition. 🔹 Building Trust: Strong client relationships create a foundation of trust, facilitating open communication and minimizing potential conflicts. 🔹 Increased Loyalty: Clients who feel valued and heard are more likely to stay loyal, reducing churn and increasing lifetime value. 🔹 Word of Mouth Marketing: Happy clients naturally spread the word about your services, bringing in new business without additional marketing costs. ▶️ Strategies to Cultivate Engaged Clients: 1. Be Proactive: Maintain regular communication to keep clients informed and valued. Send updates, check-ins, and newsletters. 2. Personalize Interactions: Move beyond generic messages. Tailor your communication to each client's specific needs and preferences. 3. Foster Community: Create opportunities for clients to connect through events, webinars, or online platforms. Build a sense of belonging. 4. Embrace Feedback: Actively seek and act on client feedback. Show them that their opinions matter and continuously improve your services. 5. Reward Loyalty: Implement a loyalty program or offer exclusive benefits to long-term clients as a token of appreciation. 6. Provide Value: Share valuable insights, tips, and resources that help clients succeed in their own businesses. Client engagement is an investment in your company’s future. Engaged clients become invested partners, driving your business towards sustainable success. What are your best practices for client engagement? Share your thoughts in the comments! #abhijitavee #businessgrowth #seoexpert #askanseoexpert #business #makemoney #happycustomers #growthhacks #tips