Relationship Building Through Empathy, Networking, and Authenticity with Katy Howell

Higgle: The B2B Sales Club

Today we’re joined by Katy Howell, the founder of Immediate Future, which is a successful social media agency. She also has an intriguing background in science, having studied genetics and plant sciences. Katy transitioned from science to marketing, bringing an analytical perspective to her work.

We’ll discuss her journey from science to social media success, the critical role of empathy in understanding buyers, and practical strategies for effective networking. Katy also shares tips on how you can stand out in the crowded B2B market through passion, expertise, and authentic connections.

Topics covered during this episode include:

• Katy Howell's transition from science to founding a social media agency.
• Why adopting an empathetic approach is crucial in today's climate of personal challenges and burnout.
• How a more empathetic approach aids in understanding the psychographics of buyers.
• The importance of having an ideal customer profile (ICP) for effective communication.
• How genuine curiosity and meaningful conversations build lasting professional relationships.
• Katy's personal experience of being sober for 19 months and its impact on networking.
• Why engaging others with interest and embracing uniqueness enhances networking efforts.
• Practical advice for early-career professionals on participating in industry events.
• The value of attending events, joining communities, and prioritizing face-to-face interactions.
• Why maintaining and nurturing connections through follow-ups and personalized communication is essential.
• How leveraging expertise and demonstrating a unique personality differentiate agencies in a crowded market.
• Why it’s a good idea to involve the entire team in social media efforts.
• The importance of understanding the professional and personal drivers for buyer decisions.
• Katy's strategy of using knowledge sharing as a means to build trust.
• The role of thought leadership in building trust and influencing purchase decisions.
• The importance of personality and expertise in agency differentiation.

Katy Howell on LinkedIn: https://www.linkedin.com/in/katyhowell/