Word on the Street

On this episode of the podcast we talk about the tactics and techniques of creating powerful emails that your prospects really can not resist opening. For this show Katie is joined by a fellow Street Agency team member Claudia Pharoah who is something of a wizard when it comes to driving new business using the digital written word! 

Claudia helps a number of agency clients by leading their email campaigns and new business outreach, helping them to win work with the brands that need them. She specialises in super-effective email campaigns that drive conversations and result in booking clients qualified meetings with major brands.

In this episode Katie and Claudia look at some of the foundational elements of crafting great outreach campaigns such as subject lines, email sign offs, creating the right calls to action and the power of using the right type of language. 

You will learn: 

• How can you create cut-through 
• The power of subject lines 
• Why you need to avoid sounding too corporate with business cliches 
• How your unsubscribe page can even be a place to add value 
• The super hack of including Re: in your subject lines 
• Using a personalised approach on a mass-market level  
• Making your content sound exciting 

Links & References

Katie Street: https://www.linkedin.com/in/katiestreet/
Claudia Pharoah: https://www.linkedin.com/in/claudia-elizabeth-pharoah/

And to take part in the contest Katie mentions at the end, send your best email to [email protected] 

Series 5 of Word on the Street is sponsored by Tanba, The Agency New Business Academy, is a brand-new initiative aimed at equipping agencies of all sizes with the knowledge, content, partnerships and opportunities needed to accelerate agency growth by optimising their new business 'engine'. Tanba is an on-demand and affordable solution for agencies looking to upskill their team via training courses, content and insights delivered by our panel of industry experts, leaders, and partners.   

The academy is all about empowering agency teams to get noticed, attract opportunities, increase conversion rates, and reduce the costs associated with the sales process. Visit https://tanba.io/ to find out more and start empowering your agency. 

Networking events were key, they were front and centre for me - Claudia Pharoah [10:10]

I was going to one networking event a day - not one a week or one a month, but one a day - Claudia Pharoah [10:30] 

Anyone responsible for new business, attitude is so important - Katie Street [12:40]

Marketing and new business is intrinsically linked in my mind - Katie Street [13:50]

Unless you can get them to click open and get their attention, you've lost them - Claudia Pharoah [17:30] 

Imagine each person has a big sign floating above their head saying 'make me feel important' - Claudia Pharoah [19:55] 

You've got to make your potential readers feel like you know them - Katie Street [22:45]

Be clever, but be human - Claudia Pharoah [32:35]

I like to make prospects feel like they're on a bit of a path - Claudia Pharoah [38:35]

Providing something that is helpful and is going to be interesting to your prospect is really important - Katie Street [50:10]

A blanket strategy for automation is a recipe for disaster - Claudia Pharoah [52:20]

I honestly do believe that you can feel the energy behind the emails - Claudia Pharoah [59:30]

This week on Word on the Street we’re joined by Peter Markey, Chief Marketing Officer (CMO) for Boots where he is responsible for heading up all aspects of brand and marketing for the UK and ROI. As you might expect from someone with such a top level position at such a renowned household name business Peter has a wealth of expertise and experience that he generously shares in this podcast. Due to scope of managing his in-house teams and the agency side of the business that he has to handle, this show has a lot of actionable advice whether you are in-house or in-agency. 

Pete has held senior leadership roles with some of the biggest and well-known brands in the UK and worked across a range of disciplines including marketing, sales, e-business, customer experience, operations and strategy. 

This show dives into the importance of big businesses tackling change, the focus that Boots have for social responsibility - an ethos that has run through the veins of the business for 150 years - the power of partnerships, why agencies need to support and push clients out of their comfort zones, working with those that share your values and why purpose is so powerful. 

In this show you will hear: 

• Impacting the world through good causes
• The importance of having an vision and purpose
• What makes a good pitch
• Where agencies miss the mark
• How agencies can add more value

Links & References
Katie Street: https://www.linkedin.com/in/katiestreet/
Peter Markey: https://www.linkedin.com/in/petermarkey/

Series 5 of Word on the Street is sponsored by Tanba, The Agency New Business Academy, is a brand-new initiative aimed at equipping agencies of all sizes with the knowledge, content, partnerships and opportunities needed to accelerate agency growth by optimising their new business 'engine'. Tanba is an on-demand and affordable solution for agencies looking to upskill their team via training courses, content and insights delivered by our panel of industry experts, leaders, and partners.   

The academy is all about empowering agency teams to get noticed, attract opportunities, increase conversion rates, and reduce the costs associated with the sales process. Visit https://tanba.io/ to find out more and start empowering your agency. 

“People really cared about the customer, they cared about the business” - Peter Markey [10:02]

“You’ve got to go and sell your idea, pitch it to people, explain what you’re doing, communicate, you know, bring people on the journey with you” - Peter Markey [13:40]

“We’re a retail business, we exist to make a real impact on society” - Peter Markey [18:33]

“We want to do more with our lives and I’ve seen that manifest in different ways with a number of people” - Peter Markey [22:06]

“People are going to remember the impact on what we like as leaders, the way we treated people, the way we changed things for the better, hopefully.” - Peter Markey [25:48]

“Reach is important to a certain extent, but not really, relevance is so much more important” - Katie Street [29:17]

“I think the best agencies I’ve worked with are ones that you do have a true partnership with and you get this really nice tension between support and challenge” - Peter Markey [37:11]

“Sometimes agencies don’t realise the importance to show big brands or small brands, we spend time on personal development for our staff, this is something that’s really important to us” - Katie Street [42:20]

“The bad thing about LinkedIn is when sales people abuse it” - Katie Street [47:56]

“For me the best pitches are where you just have that ta-da moment of like, I really like these people, they get us” - Peter Markey [53:44]

On this episode we are joined by the amazing Sam Conniff, writer, director, producer and professional rule breaker! Sam is something of a monumental plate spinner, juggling his time being the Author of best-selling "modern life-bible" Be More Pirate, plus spreading himself across  various writer / producer / directing roles including Uncertainty Experts which is an immersive experience scientifically proven over three hour-long episodes to convert fear, fog and stasis into action, creativity and trust.

This episode is a deep dive into how businesses and agencies can - and should - focus on social innovation to drive growth as well as, of course, how we can all be more pirate.

Through this podcast we discuss:

• Why business needs to focus on social innovation inside and outside
• How to create an interactive experience
• Techniques that agencies can utilise to become more innovative
• Proactively taking on change
• The power of breaking stereotypes

Links & References
Katie Street: https://www.linkedin.com/in/katiestreet/
Sam Conniff: https://www.linkedin.com/in/samconniff/

Get tickets to The Uncertainty Experts: https://theuncertaintyexperts.uscreen.io/pages/buy 

Series 5 of Word on the Street is sponsored by Tanba, The Agency New Business Academy, is a brand-new initiative aimed at equipping agencies of all sizes with the knowledge, content, partnerships and opportunities needed to accelerate agency growth by optimising their new business 'engine'. Tanba is an on-demand and affordable solution for agencies looking to upskill their team via training courses, content and insights delivered by our panel of industry experts, leaders, and partners.   

The academy is all about empowering agency teams to get noticed, attract opportunities, increase conversion rates, and reduce the costs associated with the sales process. Visit https://tanba.io/ to find out more and start empowering your agency. 

Series 5 of Word on the Street is sponsored by Tanba, The Agency New Business Academy, is a brand-new initiative aimed at equipping agencies of all sizes with the knowledge, content, partnerships and opportunities needed to accelerate agency growth by optimising their new business 'engine'. Tanba is an on-demand and affordable solution for agencies looking to upskill their team via training courses, content and insights delivered by our panel of industry experts, leaders, and partners.   

The academy is all about empowering agency teams to get noticed, attract opportunities, increase conversion rates, and reduce the costs associated with the sales process. Visit https://tanba.io/ to find out more and start empowering your agency.

“We’re able to do stuff that really does change the world” - Katie Street [16:18]

“I’ve always been very lucky in my agencies to work with incredibly strong and brilliant women” - Sam Conniff [18:09]

“There’s so many big changes that could come out of everything that has happened” - Katie Street [26:30]

“They talked about feeling like they had a sixth sense, they can sense when trouble is coming and they can sense when opportunity is coming” - Sam Conniff [30:14]

“The pain of not changing is greater than the pain of change” - Sam Conniff [46:23]

“What’s the one thing most likely to lead to missed opportunity? Well of course it’s a fear of failure” - Sam Conniff [50:48]

“What’s your business plan? What do you stand for? What is it you’re trying to help people with? And why are you trying to help them with that? Lots of Agencies don’t know the answer to that” - Katie Street [01:06:57]

On this episode of Word on the Street we talk to Rory Spence. Rory is an Account Manager at The WOW Company and spends his time helping business owners grow, specialising in getting agencies to focus on increasing their profits, streamline their financial processes and be able to take more time to work on the business, rather than in it. But this episode is about a lot more than just number crunching! In this episode the conversation covers pricing strategies, how and when to take on new business, the power of nurturing, the expectation of over-delivering for clients and why you need to believe in your prices.  

On this episode we talk about:

• Focusing on being profitable
• How to define your pricing strategy
• Balancing new business with how many clients you can serve
• Making sure clients are aware of your levels of over delivery
• Understanding how to increase your prices to retained clients

Links & References
Katie Street: https://www.linkedin.com/in/katiestreet/
Rory Spence: https://www.linkedin.com/in/rory-spence-63023884/

Click here for the video that Rory mentions in this episode on 'how to calculate a meaningful gross profit margin'. 

Series 5 of Word on the Street is sponsored by Tanba, The Agency New Business Academy, is a brand-new initiative aimed at equipping agencies of all sizes with the knowledge, content, partnerships and opportunities needed to accelerate agency growth by optimising their new business 'engine'. Tanba is an on-demand and affordable solution for agencies looking to upskill their team via training courses, content and insights delivered by our panel of industry experts, leaders, and partners.   

The academy is all about empowering agency teams to get noticed, attract opportunities, increase conversion rates, and reduce the costs associated with the sales process. Visit https://tanba.io/ to find out more and start empowering your agency. 

Series 5 of Word on the Street is sponsored by Tanba, The Agency New Business Academy, is a brand-new initiative aimed at equipping agencies of all sizes with the knowledge, content, partnerships and opportunities needed to accelerate agency growth by optimising their new business 'engine'. Tanba is an on-demand and affordable solution for agencies looking to upskill their team via training courses, content and insights delivered by our panel of industry experts, leaders, and partners.   

The academy is all about empowering agency teams to get noticed, attract opportunities, increase conversion rates, and reduce the costs associated with the sales process. Visit https://tanba.io/ to find out more and start empowering your agency. 

“In terms of pricing, it’s hard to know isn’t it” - Katie Street [14:01]

“If you can focus on the leading indicators, that you know, if you do these things every single week, every single month, you are going to have a healthy pipeline” - Rory Spence [21:09]

“We’re new business people, we know how important it is to make sure you’re doing it week after week, day after day” - Katie Street [23:55]

“See how other agencies price, however you will just get that gut feel” - Rory Spence [41:33]

“If everybody is saying yes to you, that is not a good thing” - Rory Spence [42:25]

“We’ve got a real mixture of agencies and if I’m honest some I think don’t charge enough, some I think probably overcomplicate” - Katie Street [43:39]

“A huge part of your ability to basically deliver a project profitably, is in how you scope it” - Rory Spence [47:34]

“Where we’ve kind of fallen down previously is over delivering…” - Katie Street [53:20]

On this episode of Word On The Street we talk with Kathryn Strachan Owner of Copy House Ltd. This conversation features a very proactive and busy MD and Owner who started the agency by herself as a freelance copywriter and is now running a fast growing business that is focused on producing great content whilst delivering ‘American-style customer service’. This episode delves into how great content can genuinely help with sales and Kathryn’s own agency is a great testament to exactly that. 

As well as leading a fast growth agency, Kathryn spends her time teaching others about copywriting, speaking at events and ensuring knowledge is publicly available to demystify the often misunderstood world of SEO.

Kathryn is a respected speaker for the likes of Semrush, her agency was shortlisted for Small Business of the Year Edinburgh 2020 and she was a Judge at the 2020 Content Marketing Awards, so this is someone who knows her craft and has grown her agency because of it.

In this episode we discuss:

• Creating a powerful new biz strategy
• What it takes to achieve accelerated business growth
• Attracting new clients and winning big accounts 
• How to keep staff happy and engaged
• The importance of consistency
• Why content needs to focus on helping people and not being pushy

Links & References
Katie Street: https://www.linkedin.com/in/katiestreet/
Kathryn Strachan https://www.linkedin.com/in/kathryn-strachan/ 

Series 5 of Word on the Street is sponsored by Tanba, The Agency New Business Academy, is a brand-new initiative aimed at equipping agencies of all sizes with the knowledge, content, partnerships and opportunities needed to accelerate agency growth by optimising their new business 'engine'. Tanba is an on-demand and affordable solution for agencies looking to upskill their team via training courses, content and insights delivered by our panel of industry experts, leaders, and partners.   

The academy is all about empowering agency teams to get noticed, attract opportunities, increase conversion rates, and reduce the costs associated with the sales process. Visit https://tanba.io/ to find out more and start empowering your agency. 

Series 5 of Word on the Street is sponsored by Tanba, The Agency New Business Academy, is a brand-new initiative aimed at equipping agencies of all sizes with the knowledge, content, partnerships and opportunities needed to accelerate agency growth by optimising their new business 'engine'. Tanba is an on-demand and affordable solution for agencies looking to upskill their team via training courses, content and insights delivered by our panel of industry experts, leaders, and partners.   

The academy is all about empowering agency teams to get noticed, attract opportunities, increase conversion rates, and reduce the costs associated with the sales process. Visit https://tanba.io/ to find out more and start empowering your agency. 

“Facebook when we won them, they actually gave us feedback as to why they had chosen us” - Kathryn Strachan [08:51]

“Whatever kind of agency you are, at the end of the day, people are buying your people” - Katie Street [11:25]

“One of my core mottos is; happy team, happy clients” - Kathryn Strachan [11:58]

“I always tell clients, you do something regularly so people get used to it” - Katie Street [22:45]

“It did take us a while to start practising what we preach” - Kathryn Strachan [24:14]

“You pack the snowball and you push it down the hill” - Kathryn Strachan [27:05]

“The goal of marketing is to turn marketing leads into sales leads” - Kathryn Strachan [31:42]

“I think that disconnect with sales comes from the thinking of it as traditional sales” - [40:00]

When people in the industry talk about iconic agencies, the amazing Frank PR will definitely be one of those that springs to mind. In this podcast we find out what goes on behind those iconic closed doors with Founder Graham Goodkind. As well as leading Frank, Graham now also holds board level and advisory roles in other exciting marcoms businesses and good causes.

As an entrepreneurial and creative game-changer, Graham has a portfolio career involved in a variety of ventures. A PR man at heart, Graham is the Chairman at Frank, the agency he founded in 2000. He is a 'Dutch Uncle' to a variety of businesses who value straight-talking, challenging and inspiring advice; kind of a non-traditional non-exec. He works in the field of M&A and corporate finance as a Board Advisor to Green Square and sits on the Board of several other companies. He is an active investor in other early stage ventures, renowned for adding value by challenging the norm, spotting opportunities, breaking conventions, seeing things from a fresh perspective and opening up his network of contacts.

• The Frank origin story
• How the straight-talking ethos of Frank was created 
• The power of crafting a business concept like Talkability 
• Cultivating creativities in agencies 
• Why Graham bought back the agency 
• How to judge yourself as an agency owner 
• How the agency business can sometimes lose focus on the businesses element
• How agencies are valued if you are looking to exit 
• The changing face of agency acquisitions 

Links & References
Katie Street: https://www.linkedin.com/in/katiestreet/
Graham Goodkind https://www.linkedin.com/in/goodkind/

Series 5 of Word on the Street is sponsored by Tanba, The Agency New Business Academy, is a brand-new initiative aimed at equipping agencies of all sizes with the knowledge, content, partnerships and opportunities needed to accelerate agency growth by optimising their new business 'engine'. Tanba is an on-demand and affordable solution for agencies looking to upskill their team via training courses, content and insights delivered by our panel of industry experts, leaders, and partners.   

The academy is all about empowering agency teams to get noticed, attract opportunities, increase conversion rates, and reduce the costs associated with the sales process. Visit https://tanba.io/ to find out more and start empowering your agency. 

KEY MOMENTS:
We focus on creating Talkability and that’s still relevant 21 years later - Graham [2:25]

It’s a brilliant basis to have with clients and with staff - Graham [8:55]

There has to be some be substance behind that - Graham [10:30]

What we have is a way that you can engineer Talkability - Graham [11:15] 

When is the right time to sell your agency? - Katie [20:30]

You want to sell your agency when there are years of gas left in the tank - Graham [21:10] 

It is really tough to keep that start up energy - Katie [26:45]Did you have a growth plan? - Katie [27:20] 

I am a Dutch Uncle, someone who is your best friend but will challenge you too - Graham [38:10] 

The engine room, the creative, had lost a bit of steam over the years - Graham [39:15] 

We don’t have a creative team, we have a creative culture - Graham [39:30] 

How do you value your agency? - Katie [43:30]

If a client has loads of money but they’re going to be a terrible client that is not healthy - Katie [52:05]

Now it’s a lot more private equity money in it and people who are not in it for the craft, so to speak - Graham [54:10]

Running a business just to sell it, I don’t think it’s much fun - Graham [54:55] 

In this episode we get a unique opportunity to discuss agency life from both a client focus and a new biz viewpoint because we are joined by Louise Boothroyd and Ed Walker from Foolproof. Foolproof is an experience design agency that specialises in end-to-end digital product and service design for global brands. Louise is Head of Client Engagement, where she and her team develop long-term partnerships with brands to help imagine new digital products and services while Ed is Business Development Director, meaning his remit is to shape the company's business development strategy to identify brands to work with and how to win them as clients.

In this episode you will learn:

• Tactics to keep your pipeline busy
• The importance of agency culture
• Making content aimed at helping people with their problems
• Why it’s powerful having a ‘new biz’ team
• The future of pitching
• How to make current clients more profitable

Links & References
Katie Street: https://www.linkedin.com/in/katiestreet/
Louise Boothroyd https://www.linkedin.com/in/louise-boothroyd-9717a818/
Ed Walker https://www.linkedin.com/in/edfwalker/

Series 5 of Word on the Street is sponsored by Tanba, The Agency New Business Academy, is a brand-new initiative aimed at equipping agencies of all sizes with the knowledge, content, partnerships and opportunities needed to accelerate agency growth by optimising their new business 'engine'. Tanba is an on-demand and affordable solution for agencies looking to upskill their team via training courses, content and insights delivered by our panel of industry experts, leaders, and partners.   

The academy is all about empowering agency teams to get noticed, attract opportunities, increase conversion rates, and reduce the costs associated with the sales process. Visit https://tanba.io/ to find out more and start empowering your agency. 

“Part of the role that we have to do in new biz is ensure that when we’re pitching, we’re pitching for something we can genuinely win” - Ed Walker [12:18]

“Reputation and recommendation and referrals is how most agencies grow” - Katie Street [13:13]

“I think awareness through to opportunity can sometimes be really quick” - Ed Walker [20:59]

“Sometimes the biggest challenge we face, is not convincing the client that we’re the right partner” - Ed Walker [22:06]

“Most of the people that I speak to, it’s those ones that you work on for the longest, tend to be the biggest” - Katie Street [23:19]

“If you’re going to go to a conference don’t just only have a stand” - Katie Street [25:10]

“For us, it’s always been incredibly powerful having a new biz team, so you can run those pitches and you don’t distract those who are in deeper relationships” - Louise Boothroyd [27:01]

“You need those thought leadership pieces that are going to give people some help or advice” - Katie Street [30:47]

“The real talent, in our practise particularly, is around the things that they love and making that relevant to our clients and our industry and using that to drive content” - Louise Boothroyd [31:25]

“I think everyone within the company, top to bottom has a chance to feel like they’re shaping the type of company we are and the direction we’re going in and I think that contributes a lot to the culture” - Ed Walker [33:12]

“Making sure you’re engaging with people in different ways, on different platforms is super, super important” - Katie Street [38:40]

“You don’t have to solve the problem in the pitch” - Ed Walker [41:24]

“We often used to be the only agency in the room that wouldn’t be even showing creative” - Katie Street [42:31]

On this episode of Word on the Street Podcast we are joined by Leon Milnes, Co-Founder of We Are Adam, who are considered sector leaders in helping ambitious businesses find great people! The award-winning digital recruiters have a great tagline which is “We want to get to know you from Adam” ...and they’re not just saying that. Their focus as a business is on building long-standing relationships and partnerships, not just their database. Why is this important? Well, as agency owners and senior teams will know, your people are your biggest asset and that understanding starts at the very beginning of the staffing process as you bring new team members into your organisation. Obviously building a strong team has always been essential to overall business growth, but given the times that we now live in - especially when you take things like remote working and the complexity that creates for building culture etc. -  into consideration, recruiting should have even more of a focus than ever for agencies.   

On this episode you will learn: 

• Top tips for agencies to attract the best talent
• How to turn heads when recruiting 
• New business pipeline vs the talent pipeline
• How to win amazing people
• Best practises for working with remote teams

Links & References
Katie Street: https://www.linkedin.com/in/katiestreet/
Leon Milns https://www.linkedin.com/in/leonmilns/

Series 5 of Word on the Street is sponsored by Tanba, The Agency New Business Academy, is a brand-new initiative aimed at equipping agencies of all sizes with the knowledge, content, partnerships and opportunities needed to accelerate agency growth by optimising their new business 'engine'. Tanba is an on-demand and affordable solution for agencies looking to upskill their team via training courses, content and insights delivered by our panel of industry experts, leaders, and partners.   

The academy is all about empowering agency teams to get noticed, attract opportunities, increase conversion rates, and reduce the costs associated with the sales process. Visit https://tanba.io/ to find out more and start empowering your agency. 

“I think what the last 18 months has taught us all as business owners is that people are very much our greatest asset” - Leon [18:39]

“The proposition has to be great, the culture has to be great…” - Leon [20:45]

“We marketed our business well and that’s why we’ve grown, it’s obviously helped us attract new business, but it has helped me attract talent” - Katie [22:23]

“Agencies forget to do their marketing, they get too busy doing other things” - Katie [23:48]

“The tap has to be on 100% of the time” - Leon [24:25]

“You’re magnetising new talent to come towards you” - Leon [25:27]

“It’s really hard to find amazing people” - Katie [27:20]

“The playing field has now become completely level” - Leon [31:10]

“Agencies that are maybe founded by creative or a developer or even a strategist sometimes, they don’t invest in the new business in the marketing” - Katie [36:54]

“A good new business person will do what we do for clients” - Katie [39:43]

“How many networking events have you and I been to, where someones literally on the front foot just selling” - Leon [45:39]

In this episode of Word on The Street we talk to Founder and CEO of FireWorx, Daniel Smith. Those in the industry may already know of Daniel as FireWorx is now recognised as one of the UK’s top 10 independent marketing communications agencies by The Drum for the work the agency does in helping their clients grow faster. Their unique focus is on ‘Feeling & Response’ using compelling strategy and purposeful creative then measuring and optimising marketing to improve results. It’s a formula that has won Dan and his team much praise. As you might expect from a Top 10 agency, Dan has some great stories of pitching and winning some pretty big briefs within the agency world and he also shares how he has taken some risky decisions along the way too! In this episode there is also a really interesting conversation about how agencies need to create their own brand, rather than basing their entire story around work they have done for other brands - that section is food for thought for all agency owners! 

In this episode we discuss:

• Attracting new business
• Approaching big brands
• What to expect when approaching bigger brands
• Live Spider/Dead Spider
• Challenges of managing your own marketing
• Why agencies need to standout 

Links & References
Katie Street: https://www.linkedin.com/in/katiestreet/
Daniel Smith https://www.linkedin.com/in/fireworx/

Series 5 of Word on the Street is sponsored by Tanba, The Agency New Business Academy, is a brand-new initiative aimed at equipping agencies of all sizes with the knowledge, content, partnerships and opportunities needed to accelerate agency growth by optimising their new business 'engine'. Tanba is an on-demand and affordable solution for agencies looking to upskill their team via training courses, content and insights delivered by our panel of industry experts, leaders, and partners.   

The academy is all about empowering agency teams to get noticed, attract opportunities, increase conversion rates, and reduce the costs associated with the sales process. Visit https://tanba.io/ to find out more and start empowering your agency. 

“We have an approach called, live spider/dead spider” - Daniel Smith [12:07]

“We sent a campaign out with a Mr Potato Head and we sent out the individual parts” - Daniel Smith [14:21]

“Being present, I think that that is so important” - Katie Street [15:39]

“Persistence is key with a lot of this” - Daniel Smith [16:32]

“They know that it’s not that easy yet they employ a new biz director or an agency and they go I want live briefs that are ready now” - Katie Street [17:29]

“It might take you a year and a half to reap any rewards” - Katie Street [18:39]

“You can get lucky breaks, I’ve had lucky breaks” - Daniel Smith [19:02]

“A larger client, just by the nature of it, is typically going to take much, much longer to win” - Daniel Smith [20:51]

“What agencies should, or any business has got to do, is really, find things that are useful for you” - Katie Street [28:17]

“I think it’s important for and company to understand, who their customer is, what their wants and needs are, and how your service or product offering aligns to those” - Daniel Smith [33:42]

“I think the biggest issue that agencies probably have, if I’m honest and we did a lot of this, they should be a lot, lot better at standing out than they are” - Daniel Smith [35:21]

“I don’t have a single case study on my website” - Katie Street [37:04]

“Over the years I have spent way, way too long holding back on stuff” - Daniel Smith [38:53]

“I’ve always been a big fan of doing the parts of the job that you love” - Katie Street [43:54]

In our bonus episode to kick start season 5 of our podcast, Katie sits down with Nathan Anibaba, Founder and Managing Director, Agency Dealmasters and Lucy Mann Founder Gunpowder Consulting Ltd and host of podcast Small Spark Theory®, these are two people we are big fans of at Street and they are the King and Queen of Agency New Business Podcasting!

Listen to hear about the exciting journey of new business, running an agency and the processes involved. Together with Katie, they share stories on what they’ve learnt from their own podcast guests, discussing client problems and how they can overcome them, and how it’s not about being unique!

By listening you’ll learn:

• Inbound business vs cold outreach
• Understand the buying cycle
• Measure the activity, not just the results
• Budgeting your funnel
• Voice market over share market
• Applying creativity to your clients
• Consistency to grow your brand

Links & References

Katie Street: https://www.linkedin.com/in/katiestreet/

Lucy Mann https://www.linkedin.com/in/lucymanngunpowder/

Nathan Anibaba https://www.linkedin.com/in/nathananibaba/

Series 5 of Word on the Street is sponsored by Tanba, The Agency New Business Academy is a brand-new initiative aimed at equipping agencies of all sizes with the knowledge, content, partnerships and opportunities needed to accelerate agency growth by optimising their new business 'engine'. Tanba is an on-demand and affordable solution for agencies looking to upskill their team via training courses, content and insights delivered by our panel of industry experts, leaders, and partners.   

The academy is all about empowering agency teams to get noticed, attract opportunities, increase conversion rates, and reduce the costs associated with the sales process. Visit https://tanba.io/ to find out more and start empowering your agency. 

“Creating a proposition for a client, having them see value in it, having them understand that actually, this is the right thing for us to do” - Nathan [14:45]

“New business is such a fantastic career option for young people” - Lucy [15:42]

“It’s so frustrating when people, they don’t give new business people enough time to have an impact” - Katie [18:51]

“Most agencies that you talk to will say; where does most of your business come from? It comes from word of mouth and referrals. Brilliant, that’s how it should be, but…” - Lucy [20:36]

“In order for you to build a brand; ‘A’ it takes time, but ‘B’ 60% of your marketing budget needs to go to top of the funnel brand building activity” - Nathan [24:03]

“And we know that brand building doesn’t happen overnight” - Nathan [24:27]

“If you can have a distinctive and a strong message that tells your audience how you can help them, it’s not about being unique” - Katie [28:52]

“Everything that our agencies do is a response to some kind of trigger or challenge.” - Lucy [35:14]

“One of the key things I used to push when I was at agencies was how I can get our amazing people noticed” - Katie [37:22]

“Brands that set share of voice above the share of the market tend to grow” - Nathan [38:54]

“What we do, all of us, is we build engaged audiences” - Katie [41:49]

“If you have loads of RFP’s or pitches on, the marketing is the first thing to get dropped and if there’s anything I’ve learned from running my own business, that is the thing I will never drop” - Katie [42:25]

“I’ve discovered a new niche of agency which I’m calling accidental agencies” - Lucy [44:18]

“With email, you can communicate to a large group of people at mass” - Nathan [48:17]

“Regardless of your educational background or your starting point, we can all decide to become more than what we are” - Nathan [57:47]