Leveraging Existing Networks to Strengthen Your B2B Pipeline with Emma Thwaite

Higgle: The B2B Sales Club

Emma Thwaite, a seasoned expert in new business development and marketing, runs the consultancy Beckon and joins us this week. With 25 years of experience across large network agencies and independent creative firms, she specializes in drawing the right clients to agencies and supporting their growth. In this episode, we dig into the secrets of building long-term client relationships in B2B sales. We check out how to transform thin pipelines into rich opportunities and ways to craft value-driven communication. Emma shares her expertise on becoming a trusted partner, building impactful pitch teams, and creating meaningful, profitable relationships.

Topics covered during this episode include:

• Why understanding ideal clients and effective communication are necessary before entering the pitch process.
• How Beckon focuses on drawing the right clients to agencies.
• Why nurturing relationships and maintaining engagement keeps agencies top of mind.
• Leveraging existing networks to transform thin pipelines into lucrative opportunities.
• Why cold calling and mass LinkedIn outreach are less effective than value-driven communication.
• Why pre-qualifying leads ensure meaningful and profitable relationships.
• Treating credential meetings as two-way streets to help gather insights into clients' needs.
• Why agencies should avoid bidding on projects without access to human decision makers.
• How offering valuable insights, even when declining to bid, fosters long-term relationships.
• Why trust within the pitch team and understanding the brief are critical for successful pitches.
• How a pitch lead should ensure every team member contributes effectively.
• Why clients seek hope and a better way forward during the pitch process.
• How creating compelling presentations involves focusing on how the team makes the client feel.

Emma Thwaite on LinkedIn: https://www.linkedin.com/in/emma-thwaite-3b26864/