Unlocking Growth in B2B Sales: Lessons from Rob Twells
Mike Lander
Win more RFPs | Sales Negotiation Training | Procurement insights for Salespeople | Podcast Host | Speaker
Introduction:
The B2B landscape has never been more competitive. Buyers are inundated with content, cautious about spending, and demanding more value than ever before. On the latest episode of Higgle: The B2B Sales Club Podcast I have a great conversation with Rob Twells , Managing Director of The Digital Maze. Rob shared actionable insights from his 12-year journey building a thriving full-service marketing agency. Whether you're leading a sales team or scaling a professional services firm, Rob’s advice is timely and practical.
Here are six key takeaways from the discussion.
1. Top-of-Funnel Mastery: Building Awareness with Precision
Rob emphasized the importance of focusing on the 98% of buyers who aren’t immediately in-market. To engage this audience, his team employs targeted LinkedIn ads, webinars, and live events to build trust and familiarity over the long term.
Key insight: "Your goal isn't just to sell now; it's to ensure you're top-of-mind when the buyer eventually has a need."
2. Events as a Trust-Building Tool
In-person and virtual events are back. Rob talked about how live events allow his team to showcase expertise, build relationships, and convert cold prospects into warm leads.
Pro Tip: Follow up consistently with event attendees through personalized email sequences and valuable content to keep the conversation going.
3. The Power of Tracking Renewal Dates
Sales success often hinges on timing. Rob’s team logs contract renewal dates into their CRM and schedules outreach ahead of decision-making cycles. This proactive approach ensures they're in the running when clients evaluate new agencies.
Key takeaway: "Knowing a client’s renewal date is as good as gold. It gives you a competitive edge by enabling timely, relevant outreach."
4. Evolving Pricing Models for the AI Era
The rapid adoption of AI has reshaped how agencies deliver value. Tasks that once took hours can now be completed in minutes. Rob stressed the need to shift from time-based pricing to models that reflect outcomes and value delivered.
Challenge to leaders: "Who benefits from your efficiency gains? If it’s just your clients, you’re leaving money on the table."
5. Nurturing Through Value-Driven Content
The path from lead to client is longer than ever, with sales cycles stretching from weeks to months. To stay relevant, Rob’s team delivers valuable resources like blogs, podcasts, and webinar recordings. This steady stream of content positions them as trusted advisors long before a formal pitch.
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Actionable step: Develop a content calendar that ensures frequent touchpoints without overwhelming prospects.
6. Adapting to Changing Buyer Behaviour
Rob has observed a significant shift: Buyers are more cautious and increasingly prefer outputs over inputs. Agencies that adapt their offerings to align with these priorities stand to thrive.
Reflection: "Buyer behaviours are evolving, and our models must evolve with them. Think outputs, not activities."
Final Thoughts:
Rob’s optimism amidst market challenges is infectious. His advice for agency leaders scaling their businesses is clear: embrace change, focus on value, and remain persistent. Growth is still possible—even in slower markets—if you're willing to innovate and adapt.
Your Next Steps:
Call to Action:
Want more insights like these? Subscribe to the Higgle podcast for expert interviews, actionable strategies, and thought leadership to stay ahead in B2B sales. Listen to the full episode here:
Amazon Music: https://music.amazon.co.uk/podcasts/fee57727-fbeb-4cfc-bb19-60f341f1a0f5/higgle-the-b2b-sales-club
Piscari website https://piscari.com/podcast/
Thanks Rob for being a fantastic guest. Please subscribe to receive future episodes with more great guests like Rob.