In today's episode, I talk with Will about this innovative software, Workflow, that can help to blow the socks off your clients - figuratively not literally - exciting them to the point where they not only want to stay with the agency but they refer others too. As a multiple-time agency founder, he gives us insight into growth and exiting.

KEY TAKEAWAYS

• Workflow is designed to enhance client experience by centralising feedback and collaboration, making it easier for agencies to engage clients and ensure their satisfaction.

• The software aims to replace multiple tools (like project management and feedback tools) with a single, user-friendly platform, reducing costs and streamlining operations for agencies.

• Before building the software, extensive conversations with agency owners were conducted to understand their pain points, emphasising the importance of being customer-led in product development.

• For service-based businesses, focusing on a specific niche and becoming the best in that area is essential. Building relationships with key decision-makers in large organisations can lead to long-term contracts and stability.

• Both in service and software marketing, experimenting with different messages and approaches is vital. This iterative process helps refine offerings based on real customer feedback and market needs.

BEST MOMENTS

"Unfortunately, you can't just give them your first draft and then they'll be happy with it. There's this big challenge to work together with clients to build the best product."

"I mean, who doesn't want a simpler life these days?"

"What you can do is this can be your published space where you share work that is ready for the client to see."

"The first piece is clients love it, because they get to really engage with the work. It's really simple. It's really easy."

"You know, you just said it really, you hit the nail on the head, which is, yes, it is important when it's software because there's so much riding on getting that right."

HOST BIO

Tracey Burnett has decades of experience in lead generation, marketing and sales.

She is highly skilled with decades of in-depth experience in lead gen, marketing and sales, and a broad knowledge of business growth gained over decades. She has an innate knowing of what works and, more importantly, what doesn't.

After spending 8 years in corporate marketing and advertising at Unilever & Barclays and 3 years in a top design consultancy in business development and account management at Director level, she started her own consultancy over 3 decades ago, working mainly with designer owned marketing services agencies.

She is a lover of LinkedIn and clocked up over 6000 hours mastering this platform. She also specialises in go-to-market strategy, from uncovering & communicating their authentic uniqueness to implementation and team support.

Her consultancy has worked with the UK government's marketing and communications agency, creative led, video production and UX agencies, and HR and interior design consultancies.

Podcast: Click here to subscribe

LinkedIn: www.linkedin.com/in/traceyburnett

Website: www.leadstosuccessglobal.com

Got a question? Give me a call: 0044 7877 042 804

Email: tracey@leadstosuccessglobal.com

Want to grow your business? https://this.leadstosuccessglobal.com/leadsandsales 

Find out if you are ready to get leads from LinkedIn - https://this.leadstosuccessglobal.com/linkedin

Check out Workflow here: https://www.workflow.design/tracey   

Connect with Will on LinkedIn. https://www.linkedin.com/in/wrftaylor/

Grow Your Business: https://www.leadstosuccessglobal.com/

In this episode, we talk to Tim Perry who grew his agency, Webb DeVlam, geographically and across specialisms. Tim gives the insider track on the highs and lows of being an agency founder, especially overcoming those growing pains to get the agency to the phenomenal heights it finally reached.

And finally, Tim gives us the low down on why it is a fantastic investment to provide your creatives with commercial training.  Let's face it getting all hands on the pump and contributing to the marketing effort can only be a win-win for all parties

KEY TAKEAWAYS

• Expanding beyond a narrow focus can lead to significant growth. This includes diversifying services and moving upstream to offer strategic insights alongside executional design work.

• Developing commercial skills among creatives is crucial. These skills enhance their value to the agency and contribute to business development, client relationships, and understanding profitability.

• Agencies should clearly articulate their value proposition and positioning to avoid being pigeonholed into a single service. This can help attract new clients who are open to a broader range of services.

• Maintaining strong relationships with clients is essential for repeat business. Agencies should proactively engage with clients, offering value and staying top of mind between projects.

• A focused marketing approach is more effective than spreading efforts too thin. Agencies should choose one main channel to excel in and support it with additional channels, ensuring consistency and quality in their outreach.

BEST MOMENTS

"What separates the really successful from everybody else is rarely the quality of your work output. What makes the most difference is what I call commercial skills."

"It's really interesting that you said the growth has come from doing the complete opposite to that."

"We realised that the perception that our clients and prospects had of us was down to us. It was down to our positioning and our articulation of our value proposition."

"You need to call in the right people and have those people love you because they're going to be the best clients."

"If your business development's not working as an agency, then nothing else really matters."

HOST BIO

Tracey Burnett has decades of experience in lead generation, marketing and sales.

She is highly skilled with decades of in-depth experience in lead gen, marketing and sales, and a broad knowledge of business growth gained over decades. She has an innate knowing of what works and, more importantly, what doesn't.

After spending 8 years in corporate marketing and advertising at Unilever & Barclays and 3 years in a top design consultancy in business development and account management at Director level, she started her own consultancy over 3 decades ago, working mainly with designer owned marketing services agencies.

She is a lover of LinkedIn and clocked up over 6000 hours mastering this platform. She also specialises in go-to-market strategy, from uncovering & communicating their authentic uniqueness to implementation and team support.

Her consultancy has worked with the UK government's marketing and communications agency, creative led, video production and UX agencies, and HR and interior design consultancies.

Podcast: Click here to subscribe

LinkedIn: www.linkedin.com/in/traceyburnett

Website: www.leadstosuccessglobal.com

Got a question? Give me a call: 0044 7877 042 804

Email: tracey@leadstosuccessglobal.com

Want to grow your business? https://this.leadstosuccessglobal.com/leadsandsales 

Find out if you are ready to get leads from LinkedIn - https://this.leadstosuccessglobal.com/linkedin

Tim Perry Website: www.tp-consulting.co.uk

Book a call with Tim: https://calendly.com/tim-tp-consulting

Connect with Tim on LinkedIn: https://www.linkedin.com/in/tim-perry-consulting/ 

Grow Your Business: https://www.leadstosuccessglobal.com/

In this episode, I am going to give you lots of insight and easy to apply advice, and my own process, on how to engage cold prospects and keep in touch with them without being boring or cheesy, AND give value to build trust and relationships.

KEY TAKEAWAYS

• Implement a pre-framing strategy that combines personalised, value-driven touchpoints to keep prospects engaged and build trust without coming across as salesy or spammy.

• Tailor your outreach efforts to each prospect by using a menu of personalized touchpoint ideas that reflect genuine interest in their needs and challenges.

• Actively engage with prospects on social media platforms like LinkedIn by liking, commenting, and sharing relevant insights to maintain visibility and foster relationships.

• Offer valuable resources, such as articles, quizzes, or insights related to their industry or interests, to keep prospects informed and engaged throughout the sales process.

• After meetings or calls, continue to nurture the relationship by sending follow-up messages, sharing relevant content, and maintaining communication to enhance the likelihood of conversion.

BEST MOMENTS

"You need what I call a pre-framing strategy, a strategy leading you to the ultimate goal of gaining them as a client."

"Personalisation shows you have a genuine interest in them, that you're making the effort and it avoids the spammy mass market outreach that everyone hates."

"By combining these strategies, delivering value through content, leveraging multiple touch points, personalising interactions and staying authentic, you can nurture those relationships effectively without sounding cheesy or spammy."

"The idea is that you're positioning yourself as an expert, as an authority, reinforcing your uniqueness as a business and proving yourself to be a valuable partner."

"It's better to do more people that perhaps won't be involved in the process rather than leave out people that are."

HOST BIO

Tracey Burnett has decades of experience in lead generation, marketing and sales.

She is highly skilled with decades of in-depth experience in lead gen, marketing and sales, and a broad knowledge of business growth gained over decades. She has an innate knowing of what works and, more importantly, what doesn't.

After spending 8 years in corporate marketing and advertising at Unilever & Barclays and 3 years in a top design consultancy in business development and account management at Director level, she started her own consultancy over 3 decades ago, working mainly with designer owned marketing services agencies.

She is a lover of LinkedIn and clocked up over 6000 hours mastering this platform. She also specialises in go-to-market strategy, from uncovering & communicating their authentic uniqueness to implementation and team support.

Her consultancy has worked with the UK government's marketing and communications agency, creative led, video production and UX agencies, and HR and interior design consultancies.

Podcast: Click here to subscribe

LinkedIn: www.linkedin.com/in/traceyburnett

Website: www.leadstosuccessglobal.com

Got a question? Give me a call: 0044 7877 042 804

Email: tracey@leadstosuccessglobal.com

Want to grow your business? https://this.leadstosuccessglobal.com/leadsandsales 

Find out if you are ready to get leads from LinkedIn - https://this.leadstosuccessglobal.com/linkedin

Grow Your Business: https://www.leadstosuccessglobal.com/

A little-known fact is that Google LOVES LinkedIn. And most people only dream of getting onto Page 1 of Google without paying for ads. In this episode, I am going to talk you through how you can significantly increase your chances of getting onto page one of Google and also high up in LinkedIn searches to increase the number of inbound leads you get - for free!

KEY TAKEAWAYS

• Ensure your LinkedIn profile is fully complete, including customising your URL, adding a professional photo, and crafting a compelling headline that communicates your value.

• Use the About section to demonstrate your understanding of prospects' needs, highlight your unique offerings, and include a clear call to action, rather than simply listing your qualifications.

• The banner should convey results or pose questions that resonate with your target audience, while the headline should be keyword-rich and engaging to attract attention in search results.

• Actively seek testimonials from colleagues, clients, and suppliers to enhance your credibility on LinkedIn. Providing testimonials for others can often lead to receiving them in return.

• Use the Featured section to showcase your best content and services, and optimise the Experience section with relevant keywords to improve search visibility and provide a comprehensive view of your professional background.

BEST MOMENTS

"Google loves LinkedIn. So you're gonna find that if your profile's been optimised, you stand a fantastic chance of getting onto page one."

"Don't waste your LinkedIn profile. Instead, focus on dropping those value bombs so visitors to your profile can learn something that's important to them."

"Profiles with 100% completeness rank higher in searches, so try and complete all the sections."

"In your About section, use the first few lines to drive them to click the See More button and read more."

"Social proof is vital. So redouble your efforts to get more testimonials on LinkedIn."

HOST BIO

Tracey Burnett has decades of experience in lead generation, marketing and sales.

She is highly skilled with decades of in-depth experience in lead gen, marketing and sales, and a broad knowledge of business growth gained over decades. She has an innate knowing of what works and, more importantly, what doesn't.

After spending 8 years in corporate marketing and advertising at Unilever & Barclays and 3 years in a top design consultancy in business development and account management at Director level, she started her own consultancy over 3 decades ago, working mainly with designer owned marketing services agencies.

She is a lover of LinkedIn and clocked up over 6000 hours mastering this platform. She also specialises in go-to-market strategy, from uncovering & communicating their authentic uniqueness to implementation and team support.

Her consultancy has worked with the UK government's marketing and communications agency, creative led, video production and UX agencies, and HR and interior design consultancies.

Podcast: Click here to subscribe

LinkedIn: www.linkedin.com/in/traceyburnett

Website: www.leadstosuccessglobal.com

Got a question? Give me a call: 0044 7877 042 804

Email: tracey@leadstosuccessglobal.com

Want to grow your business? https://this.leadstosuccessglobal.com/leadsandsales 

Find out if you are ready to get leads from LinkedIn - https://this.leadstosuccessglobal.com/linkedin

Grow Your Business: https://www.leadstosuccessglobal.com/

I have recently read the BenchPress research commissioned by The Wow Company & it has stimulated some thoughts that I am sharing with you today. I will talk about specialisation, niche, and under-resourced agencies and address these. Working in lead gen, the strengths and weaknesses of agency marketing, and some advice on that.

KEY TAKEAWAYS

• A significant portion of agencies (18%) do not measure their sales and marketing activities, which hinders their ability to understand what works and what doesn't. Regular measurement is crucial for effective marketing and business growth.

• Only 17% of agencies have a clear specialisation or niche, making it difficult for them to stand out and attract leads. Specialising can lead to higher fees, easier marketing, and a stronger competitive position.

• Many agencies are under-resourced in their marketing and sales functions, with 50% lacking sufficient personnel dedicated to new business. This often results in founders spending too much time on marketing tasks instead of focusing on their core competencies.

• The most effective channels for generating leads include referrals, in-person networking, LinkedIn, and online networking. Agencies should develop strategies to enhance their presence in these areas to increase lead generation.

• A substantial number of agencies (20%) do not have a marketing plan in place. To achieve growth, agencies must invest time and resources into a comprehensive marketing strategy and ensure that all team members are involved in the process.

BEST MOMENTS

"18% of respondents don't measure their sales and marketing activity at all. If you don't know what's working, then your marketing isn't gonna be as effective as it could be."

"The more specialised you are, the more you can charge and the easier your marketing is gonna be."

"50% of agencies are definitely under-resourced when it comes to the marketing and sales function."

"The cold, hard truth is that business growth is not easy, and most owners do not get into this to be a marketer."

"The path to lasting success is to take massive action or massive, consistent, relentless action."

HOST BIO

Tracey Burnett has decades of experience in lead generation, marketing and sales.

She is highly skilled with decades of in-depth experience in lead gen, marketing and sales, and a broad knowledge of business growth gained over decades. She has an innate knowing of what works and, more importantly, what doesn't.

After spending 8 years in corporate marketing and advertising at Unilever & Barclays and 3 years in a top design consultancy in business development and account management at Director level, she started her own consultancy over 3 decades ago, working mainly with designer owned marketing services agencies.

She is a lover of LinkedIn and clocked up over 6000 hours mastering this platform. She also specialises in go-to-market strategy, from uncovering & communicating their authentic uniqueness to implementation and team support.

Her consultancy has worked with the UK government's marketing and communications agency, creative led, video production and UX agencies, and HR and interior design consultancies.

Podcast: Click here to subscribe

LinkedIn: www.linkedin.com/in/traceyburnett

Website: www.leadstosuccessglobal.com

Got a question? Give me a call: 0044 7877 042 804

Email: tracey@leadstosuccessglobal.com

Want to grow your business? https://this.leadstosuccessglobal.com/leadsandsales 

Find out if you are ready to get leads from LinkedIn - https://this.leadstosuccessglobal.com/linkedin

Grow Your Business: https://www.leadstosuccessglobal.com/

In this very first episode of the Marketing Momentum for Agencies Podcast, Tracey talks you through her marketing journey over the last few decades and the stories along the way. Her expertise lies in developing strategies that help identify and package the unique qualities of marketing and creative agencies, attracting high-quality prospects and accelerating sales. With a deep understanding of business growth dynamics and a track record of significant successes, she is passionate about helping agencies thrive in competitive markets

KEY TAKEAWAYS

• Sales and negotiation are essential skills in both business and life. Early experiences in sales roles helped develop resilience and valuable skills that are applicable in guiding clients today.

• Identifying and understanding the pain points and needs of clients is crucial. A successful marketing strategy involves having a clear message and a unique proposition that resonates with the target audience.

• Achieving exceptional results in marketing and sales requires consistent effort over time, similar to the commitment needed for physical fitness. Quick fixes and shortcuts are not effective for sustainable success.

• Extensive experience in various roles, from working in corporate marketing to running a consultancy, provides a wealth of knowledge that can be leveraged to support agency founders in their business development efforts.

• Establishing a unique market position and clear differentiation from competitors is vital. This involves creating a compelling message that attracts prospects and encourages them to engage with the business.

BEST MOMENTS

"Sales and negotiation is the number one skill that we all need in business and life today."

"I had a vision that I was going to be able to work three days a week and become a lady of leisure for the rest of the week."

"I believe in avoiding the quick fix mindset and get rich quick shortcuts in favour of consistent action taken over the long term."

"This is going to be a BS and fluff-free zone, and it aims to help you navigate the challenges and choppy waters of agency life."

"I aim to empower agency and consultancy founders and their teams to grow their businesses through excellence in marketing and sales."

HOST BIO

Tracey Burnett has decades of experience in lead generation, marketing and sales.

She is highly skilled with decades of in-depth experience in lead gen, marketing and sales, and a broad knowledge of business growth gained over decades. She has an innate knowing of what works and, more importantly, what doesn't.

After spending 8 years in corporate marketing and advertising at Unilever & Barclays and 3 years in a top design consultancy in business development and account management at Director level, she started her own consultancy over 3 decades ago, working mainly with designer owned marketing services agencies.

She is a lover of LinkedIn and clocked up over 6000 hours mastering this platform. She also specialises in go-to-market strategy, from uncovering & communicating their authentic uniqueness to implementation and team support.

Her consultancy has worked with the UK government's marketing and communications agency, creative led, video production and UX agencies, and HR and interior design consultancies.

Podcast: Click here to subscribe

LinkedIn: www.linkedin.com/in/traceyburnett

Website: www.leadstosuccessglobal.com

Got a question? Give me a call: 0044 7877 042 804

Email: tracey@leadstosuccessglobal.com

Want to grow your business? https://this.leadstosuccessglobal.com/leadsandsales 

Find out if you are ready to get leads from LinkedIn - https://this.leadstosuccessglobal.com/linkedin

Grow Your Business: https://www.leadstosuccessglobal.com/

In today's episode, Tracey takes a look at the recently released 2025 Benchpress Research, which uncovers critical insights about UK agencies earning under one million pounds. She discusses the challenges faced by agency owners, including rising redundancies, falling hourly rates, and cash flow issues. 

KEY TAKEAWAYS

• Agencies should prioritise measuring and improving their gross profit rather than just revenue. A significant number of agencies (32%) are missing out on vital insights by not tracking GP, which is crucial for sustainability.

• While 95% of agencies are utilising AI for various functions, it's important to maintain the unique tone and voice of the agency. AI can save time and money, but agencies should not pass these savings onto clients and must ensure the quality of AI-generated content.

• The main struggles for agency owners include winning new business (41%), being stuck working in the business rather than on it (23%), and cash flow issues (16%). These challenges are often interconnected, creating a vicious cycle that needs to be addressed.

• Successful agencies are focusing on specialisation, moving out of London for better profitability, and shifting to retainer or subscription models. Agencies with a clear niche see significant increases in fee income and gross profit.

• High confidence levels correlate with better performance. Building a culture of confidence within the agency, celebrating small wins, and focusing on unique value propositions can lead to improved outcomes and business growth.

BEST MOMENTS

"Agencies that are achieving 50% gross profit or higher are thriving while those who don't measure GP, shockingly 32% of agencies are missing out on vital insights."

"AI is great because it saves us all time and therefore money, but don't pass those savings on to the client. You should get the benefit of your initiative."

"The best performing agencies are doubling down on initial specialism, moving out of London to boost profitability, investing in marketing, social proof, and LinkedIn engagement."

"Ghosting and unqualified leads are the two biggest frustrations for agency owners responding to the bench press research."

"Specialisation drives growth and profitability, and agencies with a clear niche see a 26% plus increase in fee income and a gross profit of 61% or more."

HOST BIO

Tracey is a highly skilled creative marketer with 30+ years in-depth experience in lead gen, marketing and sales, a broad knowledge of business growth gained over decades. She has an innate knowledge of what works and, more importantly, what doesn't.

Her specialist area is LinkedIn™ clocking up over 6000 hours learning so she can advise on generating leads, building communities and relationships. Her clients benefit from her various perspectives having worked on the client side in corporate advertising/marketing comms roles, Director level in a global design consultancy and SME agency experience.

Having been headhunted to save a major financial account at a top London design consultancy, she increased the fees by 102% YOY and repeated this result on the British Airways account increasing fees 150% YOY.

She believes in avoiding get-rich-quick shortcuts in favour of consistent, long-term, exceptional results.

Podcast: Click here to subscribe

LinkedIn: www.linkedin.com/in/traceyburnett

Website: www.leadstosuccessglobal.com

Got a question? Give me a call: 0044 7877 042 804

Email: tracey@leadstosuccessglobal.com

Want to grow your business? https://this.leadstosuccessglobal.com/leadsandsales

Find out if you are ready to get leads from LinkedIn - https://this.leadstosuccessglobal.com/linkedin

Grow Your Business: https://www.leadstosuccessglobal.com/

In this episode, Tracey interviews Alex Berresford, a sales conversion expert and the head of the client success team at ConversionWise. Alex shares insights into the remarkable growth of ConversionWise over the past six years, emphasising the importance of niching down and building monthly recurring revenue. He discusses his approach to managing client relationships and his account management team, highlighting the significance of trust and open communication.

KEY TAKEAWAYS

• ConversionWise experienced significant growth by niching down to specialise in landing pages, which helped establish their reputation as the go-to experts in that area.

• Success in both client management and team dynamics relies heavily on building trust and strong relationships. Understanding individual personalities and fostering a supportive environment can lead to better performance and client satisfaction.

• Embracing failures as learning opportunities is essential for growth. Acknowledging mistakes and using them to improve future strategies can lead to better outcomes in business.

• Utilising direct outreach through platforms like LinkedIn and personal phone calls can yield positive results in client acquisition. Personal connections and timely follow-ups can enhance engagement and build rapport.

• Investing in team-building experiences, such as corporate retreats, can be more cost-effective than hiring new employees. Focusing on employee satisfaction and retention can lead to a more cohesive and productive team.

BEST MOMENTS

"The biggest thing is that MRR side of things, that's where we really saw growth."

"I think the best thing I've learned is to have good conversations, build relationships, and things come off the back of that."

"It's completely okay to mess it up and get it wrong. It's such a good learning opportunity to get it right the next time around."

"I think that once you've got that foundation, you can build off of that."

"If you know what people are looking for it's free, and it's amazing, and it works."

HOST BIO

Tracey Burnett has decades of experience in lead generation, marketing and sales.

She is highly skilled with decades of in-depth experience in lead gen, marketing and sales, and a broad knowledge of business growth gained over decades. She has an innate knowing of what works and, more importantly, what doesn't.

After spending 8 years in corporate marketing and advertising at Unilever & Barclays and 3 years in a top design consultancy in business development and account management at Director level, she started her own consultancy over 3 decades ago, working mainly with designer owned marketing services agencies.

She is a lover of LinkedIn and clocked up over 6000 hours mastering this platform. She also specialises in go-to-market strategy, from uncovering & communicating their authentic uniqueness to implementation and team support.

Her consultancy has worked with the UK government's marketing and communications agency, creative led, video production and UX agencies, and HR and interior design consultancies.

Podcast: Click here to subscribe

LinkedIn: www.linkedin.com/in/traceyburnett

Website: www.leadstosuccessglobal.com

Got a question? Give me a call: 0044 7877 042 804

Email: tracey@leadstosuccessglobal.com

Want to grow your business? https://this.leadstosuccessglobal.com/leadsandsales 

Find out if you are ready to get leads from LinkedIn - https://this.leadstosuccessglobal.com/linkedin

Alex's Website: www.companyoffsites.co.uk

Connect with Alex on LinkedIn: https://www.linkedin.com/in/aaberresford/

Grow Your Business: https://www.leadstosuccessglobal.com/

In this episode, we’re diving into a topic that will increase your sales success rate with your prospects.

I am going to share the experience I have gained over the decades doing more than 7000  introductory and sales meetings with prospects. And, of course, making sales effectively. I will talk about how to bring prospects to a meeting highly engaged and motivated to work with you.

KEY TAKEAWAYS

• Conduct thorough research on the prospect's company, industry, and individual roles before the meeting. This preparation helps build rapport and positions you as a knowledgeable partner.

• Aim for a two-way conversation where the prospect talks 80% of the time. This approach not only gathers valuable information but also fosters a friendly atmosphere that can lead to a successful partnership.

• Instead of a rigid script, utilize a sales call framework with key questions that help assess fit and commitment. This allows for a more natural conversation while ensuring all necessary topics are covered.

• Differentiate yourself from competitors by providing insights and suggestions that the prospect may not have considered. This positions you as a strategic partner rather than just a service provider.

• Pay attention to body language during video calls. Sitting up straight, maintaining eye contact, and using hand gestures can enhance engagement and the perceived value of your message.

BEST MOMENTS

"The more knowledge and information you have, the better. It builds rapport quickly because it impresses the prospect."

"The purpose of the conversation is for you both to decide if your agency is a fit for their project or account, and if you are a fit for each other."

"It's better to be over-prepared than under-prepared."

"The sheer amount of effort that you've gone to in finding out about them... this is always my go-to, always."

"People won't make a decision based on the brilliance of your slide deck. They're going to make a decision based on how they feel emotionally about you."

HOST BIO

Tracey is a highly skilled creative marketer with 30+ years in-depth experience in lead gen, marketing and sales, a broad knowledge of business growth gained over decades. She has an innate knowledge of what works and, more importantly, what doesn't.

Her specialist area is LinkedIn™ clocking up over 6000 hours learning so she can advise on generating leads, building communities and relationships. Her clients benefit from her various perspectives having worked on the client side in corporate advertising/marketing comms roles, Director level in a global design consultancy and SME agency experience.

Having been headhunted to save a major financial account at a top London design consultancy, she increased the fees by 102% YOY and repeated this result on the British Airways account increasing fees 150% YOY.

She believes in avoiding get-rich-quick shortcuts in favour of consistent, long-term, exceptional results.

Podcast: Click here to subscribe

LinkedIn: www.linkedin.com/in/traceyburnett

Website: www.leadstosuccessglobal.com

Got a question? Give me a call: 0044 7877 042 804

Email: tracey@leadstosuccessglobal.com

Want to grow your business? https://this.leadstosuccessglobal.com/leadsandsales

Find out if you are ready to get leads from LinkedIn - https://this.leadstosuccessglobal.com/linkedin

Grow Your Business: https://www.leadstosuccessglobal.com/

In this episode, and today I am covering a topic key to your agency’s survival -  finding new business. I identify seven reasons why enquiries are not coming in at the desired rate and I am going to give you some solutions to each one. These are proven strategies that I have used for my own business and my client's businesses.

KEY TAKEAWAYS

• Relying solely on referrals can lead to inconsistent revenue. It's essential to proactively develop a marketing strategy that includes various lead generation methods rather than waiting for referrals to come in.

• Focus your marketing messaging on what you can deliver for your ideal clients rather than just showcasing your work. Understanding and addressing the needs of your target audience will help you connect better with potential clients.

• Inconsistent marketing and sales activities can hinder visibility and momentum. Establish a realistic marketing plan that can be executed consistently over time to ensure you remain top of mind for prospects.

• Involve everyone in the agency in the marketing efforts. Each team member can contribute to lead generation and client engagement, which can enhance the overall effectiveness of your marketing strategy.

• Utilise LinkedIn effectively by engaging with your network, posting valuable content, and building relationships. A well-thought-out LinkedIn strategy is crucial for visibility and generating leads in the B2B space.

BEST MOMENTS

"Around 80% of marketing services agencies struggle to find new business. Is that you? If it is, sit tight. We're going to talk about how you can improve your new business skills."

"Prospective clients want to be reassured that you're a good fit for them personally and for their business."

"The way to be consistent is to be practical and realistic in your planning and understand that results take time."

"Outsourcing can often result in missed opportunities and mistakes and a lack of any real relationship building, which is essential to your success."

"It's not just about visibility, it's about your audience really understanding who you are, both as a person and as a business."

HOST BIO

Tracey is a highly skilled creative marketer with 30+ years in-depth experience in lead gen, marketing and sales, a broad knowledge of business growth gained over decades. She has an innate knowledge of what works and, more importantly, what doesn't.

Her specialist area is LinkedIn™ clocking up over 6000 hours learning so she can advise on generating leads, building communities and relationships. Her clients benefit from her various perspectives having worked on the client side in corporate advertising/marketing comms roles, Director level in a global design consultancy and SME agency experience.

Having been headhunted to save a major financial account at a top London design consultancy, she increased the fees by 102% YOY and repeated this result on the British Airways account increasing fees 150% YOY.

She believes in avoiding get-rich-quick shortcuts in favour of consistent, long-term, exceptional results.

Podcast: Click here to subscribe

LinkedIn: www.linkedin.com/in/traceyburnett

Website: www.leadstosuccessglobal.com

Got a question? Give me a call: 0044 7877 042 804

Email: tracey@leadstosuccessglobal.com

Want to grow your business? https://this.leadstosuccessglobal.com/leadsandsales

Find out if you are ready to get leads from LinkedIn - https://this.leadstosuccessglobal.com/linkedin

Grow Your Business: https://www.leadstosuccessglobal.com/

In this episode of the Marketing Momentum for Agencies podcast, Tracey Burnett discusses the pros and cons of automating your lead generation, the part it can play in the sales process, and whether you should use this software at all. She emphasises the importance of human to human relationship building in marketing while acknowledging the role of the range of marketing automation tools available. The episode covers various aspects of lead generation, including the necessity of a solid sales process, data quality, and the significance of understanding the audience. Tracey also highlights the need for a high level of personalisation in marketing efforts to foster credibility, trust and genuine relationships with clients.

KEY TAKEAWAYS

• Emphasising the importance of building and nurturing relationships over relying solely on lead generation automation. Personal connections are crucial for long-term success, especially for businesses offering high-fee services.

• Many lead generation automation tools can violate platform rules (like LinkedIn), risking account suspension or deletion. It's essential to be aware of the potential consequences before using such tools.

• Effective lead generation requires high-quality data. Scraping data from platforms like LinkedIn necessitates careful cleaning to avoid sending unprofessional messages that could damage credibility.

• Segmenting your audience and personalising communication based on their interests and behaviours can significantly enhance engagement and effectiveness in lead generation efforts.

• Before implementing automation, agencies should develop a clear marketing strategy and understand their audience's needs. This foundational work is critical to ensure that any automation efforts align with business goals and deliver meaningful results.

BEST MOMENTS

"In my opinion, this blanket mass messaging leads to bland, uninspiring, poor communication that's unlikely to resonate with anyone."

"You need a good plan and a process. Your data quality is absolutely key."

"If lead generation automation doesn't sound like it's for you, there is a case for genuine human-to-human personalisation."

"Many businesses want results quickly, but we need to take the best route."

"Only deeper human-to-human relationships can drive business success."

HOST BIO

Tracey is a highly skilled creative marketer with 30+ years in-depth experience in lead gen, marketing and sales, a broad knowledge of business growth gained over decades. She has an innate knowledge of what works and, more importantly, what doesn't.

Her specialist area is LinkedIn™ clocking up over 6000 hours learning so she can advise on generating leads, building communities and relationships. Her clients benefit from her various perspectives having worked on the client side in corporate advertising/marketing comms roles, Director level in a global design consultancy and SME agency experience.

Having been headhunted to save a major financial account at a top London design consultancy, she increased the fees by 102% YOY and repeated this result on the British Airways account increasing fees 150% YOY.

She believes in avoiding get-rich-quick shortcuts in favour of consistent, long-term, exceptional results.

LinkedIn: www.linkedin.com/in/traceyburnett

Website: www.leadstosuccessglobal.com

Podcast website: www.marketingmomentumforagencies.com

Got a question? Give me a call: 0044 7877 042 804

Email: tracey@leadstosuccessglobal.com

Find out if you are ready to get leads from LinkedIn  https://this.leadstosuccessglobal.com/linkedin 

This Podcast has been brought to you by Disruptive Media. https://disruptivemedia.co.uk/

Grow Your Business: https://www.leadstosuccessglobal.com/

In this episode, Tracey Burnett shares valuable insights on how agencies can effectively resource their business development efforts by leveraging existing employees. With over three decades of experience in lead generation, marketing, and sales, Tracey discusses the common challenges agencies face in generating new business and explores four key options for addressing these issues. He emphasises the untapped potential of current staff as a cost-effective and authentic source of marketing support, outlining five essential strategies to maximise their involvement. 

KEY TAKEAWAYS

• Utilise the untapped potential of your current staff for business development. Involving employees from various departments can enhance brand visibility and create a collaborative marketing effort.

• Clearly outline each employee's role in the marketing strategy and incorporate these responsibilities into their job descriptions. This ensures consistency and commitment to the marketing efforts.

• Make sure employees understand what's in it for them by participating in marketing activities. Highlight opportunities for personal branding, networking, and potential career advancement.

• Equip employees with the necessary training, guidelines, and tools to succeed in their marketing roles. This builds their confidence and enhances the overall effectiveness of the marketing strategy.

• Develop a clear marketing strategy that includes defined goals, target audiences, and messaging. Regular meetings and feedback loops among team members can foster motivation and generate new content ideas.

BEST MOMENTS

"Your team is your biggest cost, and it has untapped potential. So how can you unlock that to up-level your marketing?"

"Sales can be a thankless task, so they need all the help you can give them."

"Having more people involved in promoting the business can significantly enhance your brand visibility and engagement in an authentic and cost-effective way."

"If you go down this route of utilising your internal resource, it needs to be set up well with everyone's full support from top to bottom."

"Approximately 1% of company page content is seen in your newsfeed, so that, by definition, is very limiting."

HOST BIO

Tracey is a highly skilled creative marketer with 30+ years in-depth experience in lead gen, marketing and sales, a broad knowledge of business growth gained over decades. She has an innate knowledge of what works and, more importantly, what doesn't.

Her specialist area is LinkedIn™ clocking up over 6000 hours learning so she can advise on generating leads, building communities and relationships. Her clients benefit from her various perspectives having worked on the client side in corporate advertising/marketing comms roles, Director level in a global design consultancy and SME agency experience.

Having been headhunted to save a major financial account at a top London design consultancy, she increased the fees by 102% YOY and repeated this result on the British Airways account increasing fees 150% YOY.

She believes in avoiding get-rich-quick shortcuts in favour of consistent, long-term, exceptional results.

Podcast: Click here to subscribe

LinkedIn: www.linkedin.com/in/traceyburnett

Website: www.leadstosuccessglobal.com

Got a question? Give me a call: 0044 7877 042 804

Email: tracey@leadstosuccessglobal.com

Want to grow your business? https://this.leadstosuccessglobal.com/leadsandsales

Find out if you are ready to get leads from LinkedIn - https://this.leadstosuccessglobal.com/linkedin

This Podcast has been brought to you by Disruptive Media. https://disruptivemedia.co.uk/

Grow Your Business: https://www.leadstosuccessglobal.com/

In this episode of the Marketing Momentum for Agencies podcast, Tracey Burnett discusses the key reasons why businesses struggle to generate leads on LinkedIn. She emphasises the importance of having a quality 1st connections network, understanding your target audience, maintaining visibility, creating engaging content, and building genuine relationships rather than focusing solely on sales. Tracey provides actionable insights and strategies to improve lead generation efforts on LinkedIn, encouraging listeners to refine their approach to networking and content creation.

KEY TAKEAWAYS

• Having a large number of connections on LinkedIn is not as valuable as having a smaller network of high-quality connections that include your ideal clients. Focus on building a relevant network to enhance engagement and visibility.

• A broad target audience can hinder business growth. It's essential to define a specific audience to tailor your messaging and content effectively, making it easier for prospects to recognise your expertise.

• To build trust and attract leads, ensure that you and your business are visible to the right people. This includes optimising your LinkedIn profile with relevant keywords and actively engaging with your connections and industry influencers.

• Posting content that resonates with your audience is crucial for gaining engagement. Understand what your audience wants to read about and create a diverse content plan that includes educational, promotional, and opinion posts.

• Treat your LinkedIn connections as valuable resources. Engage with them through conversations, offer value, and build relationships rather than immediately pushing for sales. This approach fosters trust and can lead to future opportunities.

BEST MOMENTS

"The size and the quality of your network is important. This will have an impact on the traction of your content and the visibility in searches done by people who are looking for businesses like yours."

"If your first connections are of good quality and you write quality content specifically for your audience, they see it, find value in it and interact with it."

"You wouldn't shake hands with somebody at a networking event, say hello to them, and then walk out the door. So why would you do that on LinkedIn?"

"If you're not getting the engagement, there is a disconnect somewhere, which you need to figure out."

"LinkedIn is about building relationships, human to human, offering value, giving first."

HOST BIO

Tracey is a highly skilled creative marketer with 30+ years in-depth experience in lead gen, marketing and sales, a broad knowledge of business growth gained over decades. She has an innate knowledge of what works and, more importantly, what doesn't.

Her specialist area is LinkedIn™ clocking up over 6000 hours learning so she can advise on generating leads, building communities and relationships. Her clients benefit from her various perspectives having worked on the client side in corporate advertising/marketing comms roles, Director level in a global design consultancy and SME agency experience.

Having been headhunted to save a major financial account at a top London design consultancy, she increased the fees by 102% YOY and repeated this result on the British Airways account increasing fees 150% YOY.

She believes in avoiding get-rich-quick shortcuts in favour of consistent, long-term, exceptional results.

Podcast: Click here to subscribe

LinkedIn: www.linkedin.com/in/traceyburnett

Website: www.leadstosuccessglobal.com

Got a question? Give me a call: 0044 7877 042 804

Email: tracey@leadstosuccessglobal.com

Want to grow your business? https://this.leadstosuccessglobal.com/leadsandsales

Find out if you are ready to get leads from LinkedIn - https://this.leadstosuccessglobal.com/linkedin

Grow Your Business: https://www.leadstosuccessglobal.com/

In this episode, Tracy interviews Harv Nagra, Head of Brand Communications at Skoro and the host of 'The Handbook', an agency operations podcast. Harv shares his fascinating career journey from digital producer to operations expert, highlighting the critical role of effective operations in maintaining client relationships and ensuring project success. They discuss the importance of having the right internal roles within an agency, the challenges of imposter syndrome faced by freelancers, and the value of creating a strong online presence. 

KEY TAKEAWAYS

• Well-managed projects and nurturing client relationships are essential for business development. Smooth operations are crucial for maintaining client satisfaction and retention.

• Agencies often start in a chaotic, startup mode but can evolve into a more structured operation. Implementing effective processes and systems is key to achieving this maturity.

• Agencies should recognise the importance of hiring internal roles, such as HR and operations, to support growth. Relying solely on billable roles can hinder efficiency and overall business development.

• Many professionals experience imposter syndrome, especially when transitioning to new roles or starting freelance work. Building a personal brand and sharing knowledge through platforms like LinkedIn can help overcome these feelings.

• Launching a podcast can be an effective marketing tool, allowing for the creation of valuable content that can be repurposed across various platforms. Consistency and audience engagement are crucial for success in podcasting.

BEST MOMENTS

"I think problem-solving is the other thing. So not just for myself, but seeing that the work that I do is able to unlock problems for other people so that they can work efficiently."

"There comes a point where you're preventing people from doing their best work, because you're not hiring these roles that could actually do that thing that you need done really, really well."

"Unless you're doing it on a regular basis, it's like a rolling stone that gathers moss. Consistency in marketing is key."

"You have to remember that your job is to work on strategic initiatives. If you're spending all your time firefighting other people's issues, then you're running out of time."

"It's very satisfying to solve problems for other people, but it's also important to protect your own time."

HOST BIO

Tracey is a highly skilled creative marketer with 30+ years in-depth experience in lead gen, marketing and sales, a broad knowledge of business growth gained over decades. She has an innate knowledge of what works and, more importantly, what doesn't.

Her specialist area is LinkedIn™ clocking up over 6000 hours learning so she can advise on generating leads, building communities and relationships. Her clients benefit from her various perspectives having worked on the client side in corporate advertising/marketing comms roles, Director level in a global design consultancy and SME agency experience.

Having been headhunted to save a major financial account at a top London design consultancy, she increased the fees by 102% YOY and repeated this result on the British Airways account increasing fees 150% YOY.

She believes in avoiding get-rich-quick shortcuts in favour of consistent, long-term, exceptional results.

LinkedIn: www.linkedin.com/in/traceyburnett

Website: www.leadstosuccessglobal.com

Got a question? Give me a call: 0044 7877 042 804

Email: tracey@leadstosuccessglobal.com

Want to grow your business? https://this.leadstosuccessglobal.com/leadsandsales 

Find out if you are ready to get leads from LinkedIn - https://this.leadstosuccessglobal.com/linkedin

Scoro software: https://bit.ly/3GydctZ

Harv LinkedIn:https://www.linkedin.com/in/harvnagra//

The Handbook Podcast: https://linktr.ee/handbookpodcast

Grow Your Business: https://www.leadstosuccessglobal.com/

In this episode, Tracey Burnett shares what she has learnt from my career over the decades - her failures, disappointments, mistakes, skills, and experience of running her own business to create eight success principles that will offer you her wisdom and advice about how you can achieve greater levels of success. These principles emphasise the importance of setting non-negotiable goals, maintaining consistency, being authentic, striving for excellence, embracing grit and resilience, nurturing relationships, staying curious, serving others, and prioritising health. Each principle is explored in depth, providing actionable insights for listeners to apply in their own marketing agencies and personal growth.

KEY TAKEAWAYS

• Establishing clear, non-negotiable goals is essential for personal and professional growth. Accountability partners can help maintain focus and motivation.

• Achieving exceptional success requires consistent effort and perseverance. Embracing the learning process, even when faced with challenges, is crucial for improvement.

• Staying true to oneself fosters genuine connections with others. Authenticity resonates with audiences and is vital for building trust and relationships.

• Overcoming obstacles is a natural part of the journey to success. Developing grit and resilience allows individuals to learn from challenges and maintain long-term focus on their goals.

• Maintaining physical and mental well-being is fundamental for sustained success. A healthy mind and body enhance clarity, energy, and overall effectiveness in both personal and professional endeavours.

BEST MOMENTS

"The trouble with not having a goal is that you could spend your life running up and down the field and never actually score."

"Excellence is sustainable. It helps you to stand out in a crowded environment, in this crowded field that we all work in in business."

"Grit entails working hard to overcome challenges, maintain effort and interest over time, despite your failures, adversities and plateaus in progress."

"Curiosity is often associated with as an excessive trait in young children, but I've embraced being curious or nosy."

"Health is the ultimate advantage, especially today when we live in a society that's largely unhealthy."

HOST BIO

Tracey is a highly skilled creative marketer with 30+ years in-depth experience in lead gen, marketing and sales, a broad knowledge of business growth gained over decades. She has an innate knowledge of what works and, more importantly, what doesn't.

Her specialist area is LinkedIn™ clocking up over 6000 hours learning so she can advise on generating leads, building communities and relationships. Her clients benefit from her various perspectives having worked on the client side in corporate advertising/marketing comms roles, Director level in a global design consultancy and SME agency experience.

Having been headhunted to save a major financial account at a top London design consultancy, she increased the fees by 102% YOY and repeated this result on the British Airways account increasing fees 150% YOY.

She believes in avoiding get-rich-quick shortcuts in favour of consistent, long-term, exceptional results.

Podcast: Click here to subscribe

LinkedIn: www.linkedin.com/in/traceyburnett

Website: www.leadstosuccessglobal.com

Got a question? Give me a call: 0044 7877 042 804

Email: tracey@leadstosuccessglobal.com

Want to grow your business? https://this.leadstosuccessglobal.com/leadsandsales

Find out if you are ready to get leads from LinkedIn - https://this.leadstosuccessglobal.com/linkedin

Grow Your Business: https://www.leadstosuccessglobal.com/

In this conversation, John Espirian and Tracey Burnett discuss the importance of building genuine LinkedIn connections, the risks of automation, and the value of LinkedIn Premium services. John emphasises the effectiveness of LinkedIn newsletters for visibility and engagement, and provides actionable strategies for generating leads and enhancing content engagement. In this conversation, John and Tracey discuss the nuances of effective communication on LinkedIn, emphasising the importance of balancing storytelling with educational content. They explore common pitfalls on the platform, the significance of choosing the right social media strategy, and the evolving role of AI in professional networking. At its core, this episode is a call for ethical, sustainable marketing. John and Tracey remind us that success on LinkedIn isn’t about quick wins—it’s about showing up, adding value, and playing the long game.

KEY TAKEAWAYS

• Prioritise authentic first-level connections on LinkedIn over simply increasing follower counts. Engaging in meaningful conversations through direct messages can lead to stronger relationships and potential business opportunities.

• Using automation tools for sending connection requests or messages can violate LinkedIn's rules and risk account suspension. Engagement pods, where users artificially inflate post visibility by agreeing to like and comment on each other's content, are also discouraged as they lead to low-value interactions.

• Ensure your LinkedIn profile clearly communicates your value proposition and expertise. A well-optimised profile is crucial for attracting potential clients and leads.

• Different types of content resonate differently with audiences. Testing various formats, such as text-only posts, images, videos, and polls, can help identify what generates the most engagement.

• Newsletters on LinkedIn can be an effective way to reach subscribers who have opted in to receive your content. They offer a platform for long-form content that can be indexed by search engines, increasing visibility and potential leads.

BEST MOMENTS

"If you do anything that could look to others as though it is automated, that's probably not a good thing."

"I always give people the analogy, it's like signing up for a networking event. You've got to get in amongst it and connect with people."

"The big numbers alone aren't enough. I think relationships are where it's at."

"You want your post to grab people's attention, optimising the first few lines of your post is crucial."

"I think it's a really confusing term. Some people use them as an ad, solely to sell that course."

HOST BIO

Tracey is a highly skilled creative marketer with 30+ years in-depth experience in lead gen, marketing and sales, a broad knowledge of business growth gained over decades. She has an innate knowledge of what works and, more importantly, what doesn't.

Her specialist area is LinkedIn™ clocking up over 6000 hours learning so she can advise on generating leads, building communities and relationships. Her clients benefit from her various perspectives having worked on the client side in corporate advertising/marketing comms roles, Director level in a global design consultancy and SME agency experience.

Having been headhunted to save a major financial account at a top London design consultancy, she increased the fees by 102% YOY and repeated this result on the British Airways account increasing fees 150% YOY.

She believes in avoiding get-rich-quick shortcuts in favour of consistent, long-term, exceptional results.

Podcast: Click here to subscribe

LinkedIn: www.linkedin.com/in/traceyburnett

Website: www.leadstosuccessglobal.com

Got a question? Give me a call: 0044 7877 042 804

Email: tracey@leadstosuccessglobal.com

Want to grow your business? https://this.leadstosuccessglobal.com/leadsandsales

Find out if you are ready to get leads from LinkedIn - https://this.leadstosuccessglobal.com/linkedin

Free chapters of Content DNAhttps://espirian.co.uk/content-dna-chapters/

LinkedIn Conference https://uplift-live.com/

Espresso+ Community https://ltsgl--espirian.thrivecart.com/espresso-yearly/

Grow Your Business: https://www.leadstosuccessglobal.com/