Getting to the heart of client matters
Small Spark Theory® Episode 53: Jennifer Crowley
In the discussions we’ve had on the Small Spark Theory podcast, and in the work I do with agencies, the theme of walking in a clients’ shoes has been a recurring one. From rethinking agency messaging to talk to client needs rather than services, to our approach to new business prospecting, to the way we build advocacy with our clients.
But aside from simply understanding the client / prospect business attributes — structure, revenue model, audience, product and service lines, what we really need to get a handle on is change. What’s shifting for them? Buyer behaviour? The competition? Regulation? Supply chains? What does the change mean for them? I’d argue that a key differentiator in the best performing agencies is having a process for staying ahead of these issues and having more informed conversations with clients, a commitment of time that our traditionally lean servicing models often overlook.
However, as we stand here in 2021 blinking into the sunshine after the dull shock of the past year, there is change that we cannot ignore. Every client business will have been affected on some level from the pandemic, meanwhile the issues of sustainability, climate, diversity and inclusion are rightfully gaining traction. To ignore these challenges as we work together with our clients is missing a vital opportunity.
Someone who has been leading the charge for such conversations is Jennifer Crowley, Client Partner and Digital Sustainability Lead at Kin+ Carta and BIMA 100 Class of 2021.
In this episode we explore the benefits on engaging on broader business challenges and understanding shared values, and how, with such wide reaching topics, we can find marginal gains to build better client relationships.
As always we’ll be giving away a copy of Jennifer’s recommended read — Greener Marketing by John Grant — listen in to find out how to win.
If you want to dive deeper on this topic, you can read more about the Kin + Carta position and access the BIMA Green Pages here.
Also mentioned in this episode is the London Speech Workshop.
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