Explorez tous les épisodes du podcast GYDA - Grow Your Digital Agency

Will is SUSO’s founder and CEO. He started the company in 2014 as a two-person consultancy business and has transformed it into a team of forty specialists providing technical SEO services for clients in a wide range of industries.

While building SUSO, he has gained experience scaling a team of SEO experts and developed an international team based in Poland. Will values a people-first culture, which allows every one of SUSO’s employees to strive for the best in a safe, stimulating, and supportive environment.

Robert Craven interviewed Will Bagnall about Suso Digital's history, growth, and adaptation to the evolving digital landscape, including their specialisation in SEO, overcoming scaling challenges through talent strategies, and successful white-label partnerships.

They also discussed the significant impact of AI on search and Suso Digital's proactive approach to integrating AI into their services and strategies for the future. Will Bagnall advised new agencies to prioritise brand building and maintain perspective in their work.

• Introduction to Suso Digital
• Evolution from Full-Service to Niche Focus
• Breaking the Growth Barrier
• The White Label Strategy
• Strategy vs. Luck in Business Growth
• Impact of AI on the Agency Landscape
• Suso Digital's Approach to AI
• The Significance of Thought Leadership and Brand Building
• Future Outlook for Suso Digital
• Advice for Small Agencies

In this GYDA Talks, Robert talks to John Readman of Modo 25 and Ask Bosco. John has over 25 years of experience in sales and digital marketing, scaling martech, SaaS and agency businesses.

Currently, he’s building ASK BOSCO® - Marketing Analytics AI and Modo25 - Digital Marketing Inhousing - a business he set up with Bonamy Grimes, the Founder of Skyscanner, to revolutionize the way brands and agencies work with their performance data and teams in increase sales and reduce ad spend.

Rob and John discuss the current state of the digital agency market and strategies for success in a challenging environment. Key points from their conversation include:

Market Conditions

• 2024 was a tough year for many agencies, with most considering it a success to remain flat
• The market is currently challenging, with 9 out of 10 agency leaders at a recent dinner agreeing it's the worst time to run a digital agency
• However, about 1 in 10 agencies are thriving, particularly those with specialised niches

Agency Landscape

• There's an increase in the number of agencies and experienced freelancers in the market
• The market is oversaturated with generalist agencies, but not with specialised ones
• Many agencies try to be "all things to all people" instead of focusing on specific niches

Strategies for Success

• Specialisation: Agencies should focus on specific niches or industries rather than being generalists
• Client Selection: Regularly review client profitability and team satisfaction with clients
• Pricing: Many agencies haven't increased prices despite inflation, but those who have often see little negative impact
• Team Satisfaction: Conduct internal surveys to understand which clients the team enjoys working with

The Star Principle

Robert mentions Richard Koch's "Star Principle" for successful strategy:

1. Be in a growing market space
2. Have a tightly defined niche that is growing
3. Aim to be the number one player in that niche

The podcast emphasises the importance of specialisation, strategic pricing, and focusing on profitable, enjoyable client relationships to succeed in the current agency landscape.

• askbosco.io
• modo25.com

Tom supports agency founders and leadership teams to solve gnarly issues. As Co-founder of Agency by Agency, he heads up product development and leads on bespoke research and work with M&A advisors.

A people-centric business leader, strategist and marketer, Tom works with agency founders and management teams to develop differentiated propositions, improve operations and manage change. 

He has held several agency leadership roles, including as MD of the c. £12m t/o performance agency Epiphany (now Jaywing plc).

Tom, an ex-agency MD and founder of Agency by Agency, joins Robert to explore why so many agency leaders are forced to make crucial decisions in the dark, relying on patchy data and hearsay.

Together, they discuss the surprising truths uncovered by mapping the UK agency landscape—revealing the sector’s diversity, the dominance of micro and nano agencies, and the dangers of one-size-fits-all advice.

Expect lively conversation, honest insights, and a commitment to comparing apples with apples. Whether you’re running a boutique agency from your kitchen table or scaling a team of fifty, this podcast is here to help you see the sector—and your place in it—with fresh eyes and better data.

Join us as we challenge the “cult of growth,” question loaded terms like “lifestyle agency,” and celebrate the full spectrum of agency life. If you want to make smarter decisions and understand what’s really happening in the agency world, you’re in the right place.

This podcast features a conversation between Robert Craven and John Readman, discussing John's career in digital marketing and the evolution of agency models.

John has over 25 years of experience in sales and digital marketing, scaling martech, SaaS and agency businesses.

Currently, he’s building ASK BOSCO® - Marketing Analytics AI and Modo25 - Digital Marketing Inhousing - a business he set up with Bonamy Grimes, the Founder of Skyscanner, to revolutionize the way brands and agencies work with their performance data and teams in increase sales and reduce ad spend.

Here are the key points:

John Readman's Career Journey

• Started in marketing technology, selling postcode software and email marketing solutions
• Worked with several digital marketing agencies, including Epiphany and Search Laboratory
• Helped grow Search Laboratory from 10 to nearly 200 people over three years
• Attempted to buy businesses he worked for, which led to starting his own agency, Modo 25

Evolution of Agency Models

• Traditional agency models are changing due to clients bringing some execution work in-house
• Modo 25 positions itself as a hybrid agency, supporting clients' journey to in-housing while providing strategic guidance
• This model focuses on more enjoyable, profitable work and is less stressful when executed correctly

Adapting to New Technologies

• John organised an internal competition at Modo 25 to encourage the use of AI tools like ChatGPT to improve efficiency and client experience
• The agency is exploring the use of AI tools like N8N for automating tasks and improving productivity

Work-Life Balance

• Modo 25 operates on a 4-day work week, which has led to lower sickness rates and better work-life balance for employees

Future of Agencies

• Discussion about the potential for AI-driven agencies with minimal human involvement
• Speculation on the possibility of running high-revenue agencies primarily using AI tools

The conversation highlights the ongoing changes in the digital marketing industry and the need for agencies to adapt to new technologies and client expectations

In this GYDA podcast Robert talks to Rory Spence of The Wow Company. Key points of the talk are:

• Introductions
• The Issue of Agency Pricing
• Profit First Mentality .
• Understanding Financial Data
• Presenting Financial Information Effectively
• Developing Business Acumen
• The Importance of Forecasting and Planning
• Customizing KPI Dashboards
• The Golden Nugget: Obsess About Gross Profit

https://www.linkedin.com/in/rory-spence-63023884/

Robert Craven and Amanda Walls of Cedarwood Digital, a Manchester-based performance marketing agency, discussed their client acquisition strategies, focusing on mitigating "ghosting" through initial calls and pre-qualification based on budget (£5,000-£15,000) and ideal client profiles (finance, insurance, healthcare sectors).  They emphasised a multi-pronged approach, including LinkedIn case studies (at least one weekly), industry events, and a strong brand presence, while acknowledging AI's impact on SEO and the increasing importance of digital PR.

Amanda described Cedarwood Digital as a performance marketing agency specialising in SEO, PPC, and digital PR, with a team of 15 based in Manchester. They highlighted their recent record year despite challenging economic conditions

Description:
”With well over 25 years of extensive experience both in depth and breadth at the heart of technology, business, eCommerce and digital marketing, I am considered a founding member of the eCommerce and online industry. I enjoy challenging situations, complex problem solving, developing teams and people, and integration of online and offline worlds.

I am the CEO at Diginius, a London based software and services company with a performance driven approach designed to help you grow your business online.”

The Future of Agencies - the next year or so…

This podcast features Robert Craven interviewing Nate Burke, CEO of Genius, about the challenges and opportunities for agencies in the current environment.

We discuss common issues that prevent agencies from scaling, such as the tension between winning and delivering work, financial discipline, and team retention.

We also touch on the importance of specialization, innovation, and adapting to the ever-changing technological landscape, particularly the impact of AI.

The conversation explores the qualities that differentiate high-performing agencies, emphasising the need for engaged leadership, efficient operations, and a focus on client retention.

There's no one-size-fits-all playbook for success but we stress the significance of specialisation, strong relationships, and continuous innovation to avoid stagnation.

Challenges for Agencies

• Balancing Sales and Delivery: Agencies often struggle to balance winning new clients with delivering quality work to existing ones.
• Financial Discipline: Deciding when to hire new staff and managing finances effectively is crucial.
• Client Retention: Retaining clients long-term is key to profitability, as the initial onboarding phase is expensive.
• Differentiation: Agencies need to innovate and offer unique services to avoid client churn.

Keys to Success

• Engagement: Agency owners must be fully engaged in the business rather than treating it as a lifestyle venture.
• Specialisation: Focusing on a specific vertical or niche can improve efficiency and profitability.
• Strong Relationships: Building deep, trusting relationships with clients is essential, especially for family-run agencies.
• Adaptability: High-performing agencies are willing to put in systems and processes and position themselves as unique in the market.
• Understanding Client Needs: Being on top of the numbers and understanding what clients truly want is crucial for growth.
• Honest Assessment: Agency owners should be honest about their skill sets and address any gaps.

No Magic Formula

There is no one-size-fits-all playbook for agency success. Different models can work depending on the owners' backgrounds, specialisations, and the specific market they serve.

In this episode, Remeny Royle and Robert Craven pull back the curtain on the all-too-common pitfalls in agency-client relationships.

Remeny helps agency owners and professional services to understand what their clients truly think of them. By listening to their clients, she can help proactively turn clients into advocates.

From poor communication and lacklustre onboarding to a surprising disconnect between agencies’ self-perception and clients’ real experiences, they explore why so many agencies fall short… and what it takes to stand out.

Remeny and Robert share candid stories and practical insights, emphasising the power of proactive engagement, personalised service, and truly understanding the client journey.

They champion the idea of treating every client like a VIP… what Robert refers to as the "celebrity service" approach… backed by thoughtful gestures, robust processes, and genuine human connection.

Whether you’re an agency leader or a client looking for better partnership, this episode is packed with actionable advice on mapping the customer journey, improving communication, and building relationships that last.

Discover how small touches and a focus on the human side of business can transform agency service and why it’s the key to happier clients and greater success.

We covered a lot:

• Poor Agency Service
• Communication Breakdown
• Lack of Onboarding
• Importance of Client Understanding
• Building Relationships
• Proactive Engagement
• The Value of Human Touch
• Client Perception of Agency Services
• Addressing Client Concerns
• Profitability and Customer Service
• Customer Journey Mapping
• The "Celebrity Service" Approach.

Tune in and find out how to take your agency service from average to extraordinary.

The podcast is a conversation between Amanda and Robert Craven discussing Amanda's new book "Unblock" about productivity in organizations.

Amanda Sokell is a process and productivity expert who helps companies thrive. She’s also a popular speaker, author, entrepreneur, creative, polymath and educationalist; lover of learning, chocolate, dancing and difference.

In a 25-year career spanning public relations, software development, coaching, mentoring and training, Amanda has helped transform the productivity culture of organizations from global pharmaceuticals to family-run microbusinesses.

Amanda and Robert discussed:

Book Background
Amanda wrote the book based on her extensive experience in project management, particularly in software development and system implementations. She noticed that many projects fail to deliver significant productivity improvements when not aligned with broader business strategies

Productivity Insights

Amanda highlights a critical observation from a Vistage behavioral economist who suggested that to meet pension demands, businesses need to become three times more productive

Productivity Measurement
Amanda discusses a key productivity metric called output per worker, which is:

• Calculated as gross value added (revenue less external invoiced costs) divided by the number of full-time equivalent employees
• A universal metric recognised by the Office of National Statistics
• Currently not widely used by most companies across industries

Digital Agency Context

• Most digital agencies currently measure productivity through utilisation rates
• Typically, only fee-earning staff are included in productivity calculations
• The current approach doesn't capture the productivity of the entire business system

Broader Implications
Amanda argues that the lack of productivity focus contributes to:

• Stagnant economic growth since 2008
• Challenges with standard of living
• Potential economic challenges for younger generations

The podcast aims raises awareness about productivity measurement and its critical importance for business performance and economic development.

In this GYDA Talks, Robert talks to Paul Sullivan, a published author and creator of the ARISE™ Go-to-Market methodology, Paul spent over 15 years shaping GTM strategies for tech and service companies. This experience led him to develop ARISE™, a comprehensive framework that combines proven optimisation techniques with cutting-edge technology to drive growth for B2B SaaS, Fintech, and technology-enabled businesses. Its comprehensive nature ensures that no aspect of your go-to-market strategy is overlooked, giving you a sense of security about its thoroughness.

This podcast features Robert Craven interviewing Will Roberts from Webbox Digital about their journey, repositioning their agency.

Webbox Digital initially tried to be a "full-service" agency serving all sectors. However, they realised the needed to narrow their focus to gain a competitive edge.

Here's a breakdown of their journey:

• Version 1.0: Webbox transitioned from serving all sectors to focusing on sport, health, and leisure organisations. This decision was driven by the team's enjoyment of these sectors, their existing client base, and revenue streams.
• Key Learnings: Will emphasises the importance of speaking to other agency founders who have gone through similar repositioning. This helped him realise potential pitfalls and the fact that it's a "marathon, not a sprint." He also highlights the difficulty of selecting specific sectors and the need to commit to a niche.
• Execution and Future: While version 1.0 was a step in the right direction, he scores the execution a 6 out of 10. He acknowledges that they could have narrowed their focus further and gotten to market quicker. Version 2.0 will involve targeting specific sub-sectors within sport, health, and leisure, even though their website will still lead with the broader categories.

BOOK REVIEW

In this GYDA Talks, Robert talks to Paul Sullivan, a published author and creator of the ARISE™ Go-to-Market methodology, Paul spent over 15 years shaping GTM strategies for tech and service companies. This experience led him to develop ARISE™, a comprehensive framework that combines proven optimisation techniques with cutting-edge technology to drive growth for B2B SaaS, Fintech, and technology-enabled businesses. Its comprehensive nature ensures that no aspect of your go-to-market strategy is overlooked, giving you a sense of security about its thoroughness.

In this GYDA Talks, Robert interviews Will Roberts from WebBox about their journey, repositioning their agency.

WebBox initially tried to be a "full-service" agency serving all sectors. However, they realised the need to narrow their focus to gain a competitive edge.

Here's a breakdown of their journey:

• Version 1.0: WebBox transitioned from serving all sectors to focusing on sport, health, and leisure organisations. This decision was driven by the team's enjoyment of these sectors, their existing client base, and revenue streams.
• Key Learnings: Will emphasises the importance of speaking to other agency founders who have gone through similar repositioning. This helped him realise potential pitfalls and the fact that it's a "marathon, not a sprint." He also highlights the difficulty of selecting specific sectors and the need to commit to a niche.
• Execution and Future: While version 1.0 was a step in the right direction, he scores the execution a 6 out of 10. He acknowledges that they could have narrowed their focus further and gotten to market quicker. Version 2.0 will involve targeting specific sub-sectors within sport, health, and leisure, even though their website will still lead with the broader categories.

Link to the book review.

The podcast is a conversation between Amanda and Robert Craven discussing Amanda's new book "Unblock" about productivity in organisations.

Amanda Sokell is a process and productivity expert who helps companies thrive. She’s also a popular speaker, author, entrepreneur, creative, polymath and educationalist; lover of learning, chocolate, dancing and difference.

In a 25-year career spanning public relations, software development, coaching, mentoring and training, Amanda has helped transform the productivity culture of organizations from global pharmaceuticals to family-run microbusinesses.

Amanda and Robert discussed:

Book Background
Amanda wrote the book based on her extensive experience in project management, particularly in software development and system implementations. She noticed that many projects fail to deliver significant productivity improvements when not aligned with broader business strategies.

Productivity Insights

Amanda highlights a critical observation from a Vistage behavioural economist who suggested that to meet pension demands, businesses need to become three times more productive.

Productivity Measurement
Amanda discusses a key productivity metric called output per worker, which is:

• Calculated as gross value added (revenue less external invoiced costs) divided by the number of full-time equivalent employees
• A universal metric recognised by the Office of National Statistics
• Currently not widely used by most companies across industries.

Digital Agency Context

• Most digital agencies currently measure productivity through utilisation rates
• Typically, only fee-earning staff are included in productivity calculations
• The current approach doesn't capture the productivity of the entire business system.

Broader Implications
Amanda argues that the lack of productivity focus contributes to:

• Stagnant economic growth since 2008
• Challenges with the standard of living
• Potential economic challenges for younger generations.

The podcast aims to raise awareness about productivity measurement and its critical importance for business performance and economic development.

In this GYDA Talks, Janusz talks to Steve Grant of Figment. Steve Grant is the founder of Figment, a multi award-winning UK SEO agency with a holistic approach that gets results. Figment makes it easier for healthcare practitioners and professional service providers to get found online by their ideal clients and grow healthy, sustainable businesses.

Janusz and Steve discuss health and how it is impacted by running a business. Steve talks candidly about becoming ill and being vulnerable in the early days of Figment.

• Stress, work vs homelife
• Trauma, hospital visits, symptoms, diagnoses and understanding the underlying problem fuelling it.
• Taking a holistic approach to wellbeing and pain. - the mind/body connection.
• The connection between emotional and physical pain.
• Finding resilience to break the negative cycle of being unwell.
• The Curable App - accepting and reframing pain. Strategies to complement your wellbeing.
• What worked and the tactics to being well
  • Getting to the bottom of stress
  • Creating a sustainable balance to counter stress
  • Prioritising wellbeing and bocking a set amount of time out of your diary
  • Pacing yourself to accommodate your stress threshold
  • The compound benefit of small, consistent habits
  • Learn to listen to your body, if you haven’t got time for wellbeing, then it’s time for wellbeing!

QUOTE for social: Everyone has a stress threshold. Learn ways to counter yours.

The podcast features a conversation between Robert Craven and Phil from Yardstick, focusing on Phil's experiences as a business owner and the lessons learned from both successes and failures in his career.

Key Themes and Highlights:

• Introduction to Phil: Phil discusses his background, including his experience as a financial adviser and the establishment of his marketing agency, Yardstick, which specialises in serving financial planners. He emphasises the importance of niche markets in building resilient businesses.
• Business Journey: Phil recounts his journey starting in 1995, moving from telesales to becoming a financial adviser. He shares the pivotal moment when he decided to start his own financial planning practice in 2006, fuelled by ambition and some initial success.
• Acquisition Challenges: The conversation delves into Phil's experiences with acquiring other businesses. While the first acquisition was successful, the second one faced significant challenges due to poor due diligence, personnel issues, and market downturns, leading to cash flow problems.
• Red Flags Ignored: Phil reflects on the red flags he overlooked during the acquisition process, including unhappy employees and a strained relationship with the vendor. He discusses how emotional investment and sunk costs influenced his decision-making.
• Decision-Making Struggles: The discussion highlights Phil's struggles with timely decision-making amid financial difficulties. He acknowledges that optimism led to slow responses to emerging problems, which ultimately exacerbated the situation.
• Crisis Management: A critical moment in the narrative involves a leaked restructure plan that was mistakenly distributed to all employees, creating further turmoil within the organisation. This incident underscores the challenges of managing communication and transparency during crises.
• Takeaways: The podcast concludes with insights on resilience in business, the importance of recognising when to pivot or cut losses, and the value of learning from both successes and failures.

The conversation is characterized by an honest exploration of the complexities of running a business, emphasising that success is often intertwined with setbacks and difficult decisions.

In this GYDA Talks, Robert, talks to Ben Lee, Head of Data and AI at Bidwells.
Ben Lee, a Cambridge-born former journalist, has cultivated a diverse media and PR career, giving him a deep understanding of the property market. He played a key role in Bidwells' award-winning Radical Capital campaign, which positioned the company as a thought leader and secured a government advisory role. His expertise in technological, political, and societal trends provides valuable insights to Bidwells' leadership.

An advocate for artificial intelligence and Web3, Ben frequently delivers seminars and participates in panel discussions on integrating AI into marketing and communications. His work ensures that Bidwells remains at the forefront of industry developments, benefiting clients and communities alike.

Rob and Ben discuss::

• Exciting in the medium-term but not so exciting in the sort-term
• 30-40% efficiency gains
• AI & Hype
• The Hype Cycle
• What do agencies need to do
• The dangers

Description: Watch as Robert Craven looks at the state of the nation in January 2025. We preview what's on the horizon and the steps that you need to implement to get ahead in the coming year.

Robert discusses:

• Being clear on the thinking behind what were doing
• What are the winners, the high-performers doing?
• What are the opportunities out there?
• How do you break the glass ceiling?
• AI predictions for the coming year.

In this GYDA Talks, Robert, talks to Dan Fallon of Fresh Ventures. Dan Fallon is an optimist, marketer, entrepreneur, and investor with a strong expertise in business growth, online advertising, and marketing. He is known for his clear-sighted and straightforward approach to identifying what makes a business thrive and has the drive to make that happen.

Dan successfully exited SearchStar by selling it to Welocalize and remains a minority shareholder in ZapMap.

Through Fresh Ventures, Dan is creating a portfolio of consultancy roles and investments that align with his passions, skills, market needs, and potential for reward. If you'd like to start a conversation, feel free to reach out.

Rob and Dan discuss:

• Is Exit so clever?
• And then you become an employee…
• What is your identity post-exit?
• You need a clear idea of what you are going to do next.
• Are you an entrepreneur or an agency owner?
• You can scale a business like a pyramid.
• You can just see what you’d look like at double the size.
• In AI , agencies will still have a role.
• The story of the deal.
• Run a great business then people will buy it.

In this GYDA Talks, Robert, talks to Iain Scott of Base Creative. Iain is CEO // Director of Growth @‌basecreative. Founding Partner @‌exceptional™. Digital strategy & marketing for B2B, & organisations driving positive change. Speaker. Author of ‘Socialise’. Angel Investor in tech for good.

Rob and Iain discuss:

• Background
• Why publish?
• What was the purpose?
• Story-telling as a differentiator - we all love sharing
• The costs and benefits of publishing
• How it makes you stand-out
• Timing is longer than you imagine, plan it, get help from outside, it is hard to do it on your own, have a budget and a plan to promote it

In this GYDA Talks, Robert, talks to Chris Budd of Ovation Finance. Chris Budd is the author of *The Financial Wellbeing Book* (2016) and *The Four Cornerstones of Financial Wellbeing*, and the founder of the Institute for Financial Wellbeing. An expert on Employee Ownership Trusts (EOTs), he serves as a NED and consultant.

In 2000, Chris founded Ovation Finance Ltd, a financial planning practice. In 2018, he sold the majority of the company to an EOT, which now controls it for the benefit of its employees. Having transitioned his own business to an EOT, Chris now provides coaching and consultancy to owners and employees looking to pursue this route.

Chris authored *The Eternal Business*, published by Harriman House in September 2018. The Eternal Business Consultancy offers individual advice and support from Chris or his associates to help businesses create sustainable models that last beyond their current owners. The consultancy also runs an online program to assist businesses in this transition.

A qualified business coach with an Advanced Diploma in Coaching and Mentoring from the European Mentoring and Coaching Council, Chris is also a novelist and podcaster, producing the Financial Wellbeing podcast. As a seasoned speaker, he addresses topics such as coaching skills for professionals, financial wellbeing, and employee ownership at conferences and events.

Chris has served as a non-executive director for various private businesses and organizations, including Penny Brohn UK and Thriving Places. His specialties include business coaching and consulting, and understanding and embracing employee ownership.

Rob and Chris discuss:

• What is the EOT, how does it work, and what are the steps you need to take now to get the best possible exit???
• You will be hard pushed to find a digital agency owner who sold their business and got what they expected
• As business owner you are trapped.
• The Fish and Chip deal
• EOT is…?
• How is £ shared?
• From 10 staff….
• Not the same as B- corp …
• EOT is about change of control
• Transition before transaction
• A tax-free exit
• How much do you NEED to sell the business?
• Become the least important person in the business
• 3 stage process
  • owner and core proposition document
  • gather key people and educate
  • announce it and run shadow process
• What next?
  • What’s next for the owner - get a financial planner
  • Is EOT the the exit you want?
  • Start making self the least important person … create a functioning board…

In this GYDA Talks, Robert, talks to Barnaby Wynter of The Brand Bucket Company. Barnaby Wynter is a strategic brand creation expert with over 457 brands to his name, dedicated to helping businesses become the go-to brands in their industries. Entering the marketing industry in 1987, Barnaby quickly rose to become the youngest MD of a UK Top 200 fully integrated advertising agency in London, where he spent 10 years developing the definitive Brand Bucket® Programme to optimize marketing in the knowledge economy.

Since 2010, Barnaby has been embedding The Brand Bucket® approach in a wide range of corporates and SMEs globally through his fully outsourced business communications agency. In 2021, he co-founded a Community Interest Company (CIC) to support black business owners with mental health challenges and has raised funds to build a new school in Uganda, set for construction in 2024.

Barnaby enjoys a portfolio career as a published author, professional speaker (addressing over 17,000 businesses globally), mentor, NED, and marketing expert. As a Founder Freeman of The Company of Entrepreneurs, he is working hard to achieve full Livery Company status in the City of London as a sponsorship lead.

Married to a medical director of one of the UK's largest out-of-hours GP services and a father of three grown-up daughters, Barnaby also enjoys DIY projects and holds a season ticket at Chelsea Football Club. He collaborates with C-Suite executives to ensure businesses are marketing-led, helping them define their value propositions, identify ideal target audiences, and build operations focused on long-term commercial relationships.

Barnaby's expertise includes creating presentations for fundraising or exit, aligning systems and processes with customer expectations, and designing seamless online and offline experiences. He is passionate about supporting challenger businesses in finance, professional services, education, technology, and charity, aiming to make the world a better place. His mentoring approach ensures skill transfer to internal teams, making his role redundant while leaving businesses with a comprehensive Brand Bucket® Programme manual.

Rob and Barnaby discuss:

• The new book, ‘Become the Go-To Brand - mastering inbound marketing strategy’.
• 88% decisions start online
• People contact you when they are 57% along their decision process
• People look for information and help to buy… so demonstrate you care about them… then focus on execution
• Creating the value proposition: get out of the way… differentiate in the style of your ideal buyer (especially in a commodity market)
• Be clear about the difference between brand and branding
• How to differentiate: engage and activate
  • insightful/helful content (FOMO)
  • demonstrate value
  • test drive
  • deliver
• Distnguish between the business owner and a business leader

In this GYDA Talks, Robert, talks to Greg Gifford of Search Lab Digital. Greg is an experienced Local SEO consultant specializing in the automotive industry. An experienced conference speaker, his movie-themed slide decks are always audience favorites.

Rob and Greg discuss:

• COO vs CEO - ideas vs making it happen
• Work ON or IN the agency
• Lessons
  • Documented processes (track time for selling time) - efficiency leads to profitability… so we must avoid screw-ups… or lose clients/team - so reduce the bumps in the road
  • Do client work for too long
  • Dependent on referrals - get a sales team or process
  • HR Leader
  • No business education
• Use Culture Index
• Customer Service Rapport: Kaizan.ai
• Service is easy but business growth is hard
• Don’t be scared to let go and let others do the work

In this hour-long workshop, Ben Potter explores the importance of pre-qualifying leads and gives his tips on how to master this conversation at the start of the sales process.

In this video, I discuss the concept of director fatigue and how it is affecting various aspects of our lives. I highlight the current state of affairs, including the sluggishness in pipelines, the prolonged duration of tasks, and the exhaustion experienced by agency directors and clients alike. I also touch upon external factors such as upcoming elections, wars in Ukraine and the Middle East, post-COVID hangover, and the inflationary economy. Through this video, I aim to shed light on the challenges we face and encourage a deeper understanding of the impact of director fatigue on our work and personal lives.

In this GYDA Talks, Janusz talks to Jon Waring. Jon is the Founder & CEO of digital agency 3sixty. They design, build and maintain websites exclusively for the travel industry. 3sixty’s work is recognized industry-wide for performance and conversion rates.

Janusz and Jon discuss pitching. Listen as they give their insight into the process and why they have an enviable track record of pitch wins.

In this GYDA Talks, Robert talks to Sam Hurley. Sam is Co-Founder and Chief Strategy Officer at NOVOS. He previously headed up SEO for Made.com across all major European markets. His achievements include growing Made's non-brand SEO traffic by over £10.4million. NOVOS has grown from 0 to 45 people in 3 years. They've won numerous search & drum awards and were most recently voted 5th Best place to work in the UK. 

Robert and Sam discuss the growth and sale story of NOVOS, the highs, the lows and the journey to an Employee Ownership Trust.

THE GROWTH STORY

• False starts
• Doing what others don't do
• create a structure/framework from day one
• write it all down and share it
• Specific niches are a good thing
• Think Tank model

THE EMPLOYEE OWNERSHIP STORY

• Employee Ownership Trust
• Standard sale destroys the culture
• Did EMI first then EOT
• How it all worked
• All the pros (and a bit of downside)

In this GYDA Talks, Robert talks to Sabrina Chevannes. Sabrina is the Managing Director of Complex Creative. She started her first business in 2008 so has a wealth of experience in running companies. Having made many mistakes along the way, Sabrina is keen to help prevent others from making the same mistakes.

With clients as high profile as UNICEF, Pirelli and the Ministry of Defence, she is in a position to give some tips as to how to land major names.

Sabrina specialises in everything creative, holding qualifications in design, development, and marketing.

Sabrina is also a professional chess player and often applies her expert logic and strategy skills to her business. She has written two chess books for children which have been published in over 20 languages and are selling rapidly all over the world!

Robert and Sabrina discuss why there is such a lack of diversity in the creative sector.

• The No BS Agency - what does that mean, and what is the BS that you avoid?
• Why is diversity an issue?
• How does it come about and what are the consequences?
• What is wrong when provincial white males create an agency employing their white male mates?
• How does diversity help the agency ad its clients
• Running an agency when you are not a white male

In this GYDA Talks, Robert talks to Andy Lambert of ContentCal. Andy is one of the founding team and director of growth at ContentCal. From starting out as an agency and then launching their software product in 2017, ContentCal is now used by over 40,000 businesses in over 140 countries. In December 2021, ContentCal was acquired by Adobe.

Robert and Andy talk about Andy’s new book ‘Social 3.0: How forward-thinking B2B’s can unleash the power of social media.’ Plus Andy gives his insight into the journey of building and selling ContentCal.

In this GYDA Talks, Janusz talks to Carl Sargunar. Carl is a technical consultant with a wide range of experience in the field of web and application development. From being the CTO of a thriving agency to helping his clients grow their technology to meet their ambitions, he can also be found tinkering in his garage with IoT devices.

Janusz and Carl talk about the role and importance of the Chief Technology Officer in agencies:

• What is a CTO?
• What makes a good one or a poor one?
• Do they need to be from a tech background?
• Being a great leader and the main challenges
• What should you look out for when recruiting a CTO?

In this GYDA Expert Seminar, Leon Milns of We Are Adam, joins Robert Craven to talk everything recruitment in 2022. They discuss what's happening in the digital agency space and the top five challenges facing every agency when recruiting.

The key points;

• Shortage of talent and huge demand – how do you attract / entice / seduce the best people to leave and join you?
• Retention – there’s a lack of stickability, heads are constantly being turned and people are jumping ship
• Affordability – salaries are sky-rocketing, it’s a sellers market
• Uniqueness of proposition – how are you standing out in a crowded market? Top candidates will have a handful of agencies chasing them!
• Creating a compelling culture – the evolving post pandemic world. Remote vs in office, permutations of what people want vs business demands.

Welcome to another GYDA Masterclass with Michael Tipper on productivity. This presentation will help you and your busy agency eliminate distractions, get laser-focused and achieve much more with just a handful of tiny tweaks to what you’re already doing. Michael ends his presentation with a Q&A from the audience.

This is a bite-size version of the hour-long video. To watch the rest head on over to GYDA Member Hub!

In this GYDA Talks, Robert talks to James Ashford. James helps accountants and bookkeepers to grow their firms into profitable businesses by pricing consistently, selling more confidently and minimising risk.

He first achieved this in his own firm – MAP – where alongside Founder Paul Barnes, they first developed GoProposal & implemented a sales culture to ensure they were maximising the value of their clients.

Now, as Vice President of GoProposal by Sage, he continues to help thousands of accountants and bookkeepers worldwide to achieve the same success with their businesses. Not only through the software, but by sharing his philosophies and strategies in his books, training courses, video content and keynote talks.

A really exciting, honest and upfront interview in two parts…

Part 1: The GoProposal thinking and how it makes businesses more effective

• How people sell
• The psychology that stops us from charging more
• How we sell, how they buy
• Charging the right price (for you)

Part 2: The Sale of Go Proposal to Sage and what agency owners can learn from someone who has been there and done it.

• It was built to have options (including sale) from day one
• The sale
• The valuation
• The sale process
• The due diligence

This is a bite-size version of the hour-long video. To watch the rest head on over to GYDA Member Hub!

In this GYDA Masterclass, John Jantsch of Duck Tape Marketing, gives his insight into the Customer Journey.

Marketing today is less about demand creation and more about organising behaviour – marketers must understand how to guide customers through a full marketing journey.

John will take you through the framework that has been created by Duct Tape Marketing and has been employed in thousands of businesses and consultants to make their own customer journeys a success.

This is a bite-size version of the hour-long video. To watch the rest head on over to GYDA Member Hub!

In this GYDA Talks, Robert talks to Itai Sadan. Itai is the CEO and Co-Founder of Duda, a professional website builder for agencies and SaaS Platforms. Under Itai’s leadership, Duda rapidly expanded its professional website builder product suite with an emphasis on empowering web professionals with cutting-edge tools to help them create beautiful conversion-driving websites at scale. To date, Duda hosts more than a million active websites that have been built by over 17,000 customers globally. Itai’s expertise in the online presence and web design space has been cited by USA Today, Forbes, Inc., HuffPost, Search Engine Land, and more.

Robert and Itai discuss:

• Marketing Digital Marketing Agencies
• Duda – the platform and tools
• Who are the ‘agency’ clients?
• Why agencies should differentiate
• Why agencies should niche and how
• Getting the infrastructure and processes in place
• How to charge and why you should have a subscription system

This is a bite-size version of the hour-long video. To watch the rest sign up for GYDA Member Hub!

In this GYDA Talks, Robert talks to Paul Holbrook. Paul is an author and leadership rebel who, after 20 years managing rapid technology change in the City of London, decided that he’d had enough of standing by, watching the toxic effects that accidental managers had on their people and themselves. From that moment, he decided he wanted to spend his time creating a world of better-led people.

As an all-round optimist and creator of the Diary Detox®, Paul believes the best way to eradicate accidental managers is to make sure they don’t become managers in the first place.

The missing piece is to promote only those people who genuinely love people and fix the foundations of management training to transform how managers use their diary.

Robert and Paul discuss the uncomfortable truth about how we WASTE time at work. Why you need to Diary Detox to become more productive and why you need to plan the life that you really want.

This is a bite-size version of the hour-long video. To watch the rest head on over to GYDA Member Hub!

In this GYDA Talks, Robert talks to Mike Pagan. Mike is an expert in helping you achieve positive mental wealth through building hand-picked support networks. Surround yourself with your personalised Mental Wealth team, become happier in life, be more successful in business, and become mentally and physically stronger to navigate the path ahead.

Robert and Mike discuss:

• Why Mental Wealth?
• Mental Wealth not Health
• How does this apply to the agency owner?
• The four areas:
  • Sorting your Self as a priority
  • Getting a coach
  • Getting a professional team
• Masterminding
• How does this apply to running your team?

This is a bite-size version of the hour-long video. To watch the rest head on over to GYDA Member Hub!

In this GYDA Talks, Robert talks to Nigel T Packer. Nigel is a Digital Customer Experience Consultant and Trainer.  He is also an author and digital business speaker. For over twenty-five years he has used his extensive knowledge and broad range of experiences to engage, educate and entertain business audiences across the UK and Europe. His subject expertise includes customer experience optimisation, customer experience journey mapping, e-Business strategies, effective website development, and International digital business strategy.  He heads a consultancy practice: PelaTis Online Ltd.

Your team make your business happen but without customers you will not have a business for long. This GYDA Talks will challenge your perceptions of your digital customers, helping you understand the digital journey and get ahead of your competitors through better customer experience.

Robert and Nigel discuss:

• The customer is cross
• Effective vs efficient work
• Tribes are bad
• Why is it so bad now?
• Think customer
• Start with the customer needs first
• CX vs CS
• Speak their language

This is a bite-size version of the hour-long video. To watch the rest sign up for GYDA Member Hub!

In this GYDA Talks, Robert talks to Simon Akers. Simon is Founder of Archmon, a growth marketing consultancy that delivers actionable media strategies that deliver performance and new customers. Simon is a regular contributor to the industry press and events, and is also author of the book Back to Basics. He documents his experiences from 15+ years working performance-first campaigns to some of the UK & world’s leading brands.

Simon gives his insight into the agency world and how to market a digital agency in 2022.

Robert and Simon discuss:

• Back to Basics: 21 ways to increase marketing performance and success – Simons new book
• Partnering with specialists
• Running an agency – why are you doing it?
• Why there is no silver bullet for growing an agency
• Entrepreneurial Mindset – why it agency owners loose it over time
• Utilising video for performance and engagement
• Simon’s insight into the future agency model

This is a bite-size version of the hour-long video. To watch the rest head on over to GYDA Member Hub!

In this GYDA Expert Seminar, Paul Barnes of MAP shares his insight into the key financial metrics that agencies should focus on.

Whilst every agency is unique and should develop their own tailored business plan that meets it’s own vision and ambition, there are some key metrics that every agency should pay attention to. Paul explains not just what good performance looks like, but how to track and improve in these key areas.

This is a bite-size version of the hour-long video. To watch the rest head on over to GYDA Member Hub!

In this GYDA Talks, Robert talks to Michael Knorr. Mike has over seven years of providing hands on strategic internet marketing recommendations to clients and prospects. In his consultative business development role he helps companies (representing both That Company! and it’s numerous white label and affiliate partners) identify the digital marketing channels that will best help the prospect attain the greatest return on investment. Once Michael has developed the high level strategy he then puts it into the hands of That Company’s digital marketing professionals who work with the client on day to day execution of the strategy.

Michael Knorr has directly worked on marketing projects for prestigious clients such as The Orlando Magic, The Orlando Solar Bears, and Western Union a Fortune 500 company.

Robert and Mike discuss:

The three things agencies need to do:

1) Elevate every activity

2) Centres of influence a) land b) retain c) expand

3) Rest

White label agencies:

– What can go wrong?

– How much do they cost?

– How to integrate them or start using them?

– Supplier or partner?

The future agency landscape

This is a bite-size version of the hour-long video. To watch the rest head on over to GYDA Member Hub!

In this GYDA Talks, Robert talks to Shashwat Singh. Shash has over six years of experience in the digital marketing space, he is the CEO and head strategist for Linx Digital, and has extensive experience with both Facebook and YouTube ads. He has a passion for scaling businesses through paid traffic and helping clients achieve massive growth.

Robert and Shash discuss:

• Why do people resist YouTube Ads?
• The attribution issue
• The marketing and sales issue
• How to introduce YouTube ads to your agency portfolio
• Top questions:
  • 1) what works?
  • 2) how to optimise?
  • 3) how to do the creative?

This is a bite-size version of the hour-long video. To watch the rest head on over to GYDA Member Hub!

In this presentation Luke Judge talks through the strategies that you need to build and sell an agency vs buying one to build your empire. He ended the session with a Q&A, so the video has loads of awesome insight from someone who’s been there and done it!

If you want to talk further on the subject, send Luke an email here.

This is a bite-size version of the hour-long video. To watch the rest head on over to GYDA Member Hub!

In this GYDA Talks, Robert talks to Jon Tsourakis. Jon is a serial entrepreneur, seasoned leader and strategist. As a sales and marketing expert, he is constantly studying brand identity, business communications, buyer behaviour, sales conversions, marketing systems, product/service design and all things digital.

He has created two companies that average 4X’s ROI for businesses with branding and marketing models. In 2019, he merged his agency and became co-owner of Oyova. As President and Chief Revenue Officer he’s responsible for the sales and growth of the company.

Robert and Jon discuss:

• What Jon is seeing right now
• How are agencies responding to the new world?
• What are their biggest issues?
• How do they resolve them?
• What do find yourself telling agencies all the time?
• Why don’t they act when they know what they should do?
• How should agencies look at the future? What do they need to deal with?

This is a bite-size version of the hour-long video. To watch the rest head on over to GYDA Member Hub!