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Month: August 2024

ON AIR With Owen: Episode 95 | Launching Career Habit Pro

Posted on by Hannah Sanders

Introducing our 95th episode of ON AIR: With Owen – our podcast series for honest conversations about starting and scaling your own business, hosted by our Founder & CEO, Owen Richards, and his new co-host, Neil Finnie.

Meet Your Hosts: Owen Richards and Neil Finnie

Owen Richards hails from Kent and began his sales career at Forrest Marketing Group in Sydney. After an 8-year stint, Owen returned to the UK and co-founded Air Marketing Group, growing it into a powerhouse offering specialist B2B sales and marketing solutions to businesses across the globe. Known for his relentless positivity and strategic foresight, Owen brings a wealth of experience and a knack for big ideas to the podcast.

Neil Finnie is your quintessential ‘wabi-sabi entrepreneur’ – flawed but beautiful in approach. With over 25 years of experience in nurturing businesses around his passions, from co-working spaces to professional development agencies, Neil’s unique perspective enriches our discussions, making each episode a treasure trove of insights.

What to Expect in this Week’s Episode

  • Oasis vs. Blur: Which team were you on, and are you still chasing those Oasis tickets?
  • Founders’ Insights: Discover why the early stages of launching a business are both the most challenging and thrilling times.
  • Spotlight on Neil: After a month off, Neil is back, focusing on launching his new business, Career Habit Pro – a service designed to help build positive career habits seamlessly into your everyday routine.
  • Career Habit Pro: From a 2-hour workshop to a year-long programme, find out how it supports those facing transitions like returning to work, a change in career, or redundancy. It’s the ultimate “rainy day plan.”
  • Building a Brand: Why establishing trust is crucial for customer investment.
  • Audience Expansion: How to break into new markets beyond your comfort zone.

Where and When to tune in

Catch new episodes every Wednesday:

Watch: On YouTube or via Air Marketing’s Knowledge Hub.

Listen: On Spotify, Amazon Music, Apple Podcasts, TuneIn + Alexa, Deezer, and more.

Join us as we dive deep into the dynamics of running a business in today’s fast-paced world. Whether you’re seeking inspiration or practical advice, our podcast is your gateway to becoming more adept in the business arena.

Warning: Contains swearing

ON AIR With Owen: Episode 94 | Naughty or Nice? The True Path to Leadership Success

Posted on by Hannah Sanders

Introducing our 94th episode of ON AIR: With Owen – our podcast series for honest conversations about starting and scaling your own business, hosted by our Founder & CEO, Owen Richards, and his new co-host, Neil Finnie.

Meet Your Hosts: Owen Richards and Neil Finnie

Owen Richards hails from Kent and began his sales career at Forrest Marketing Group in Sydney. After an 8-year stint, Owen returned to the UK and co-founded Air Marketing Group, growing it into a powerhouse offering specialist B2B sales and marketing solutions to businesses across the globe. Known for his relentless positivity and strategic foresight, Owen brings a wealth of experience and a knack for big ideas to the podcast.

Neil Finnie is your quintessential ‘wabi-sabi entrepreneur’ – flawed but beautiful in approach. With over 25 years of experience in nurturing businesses around his passions, from co-working spaces to professional development agencies, Neil’s unique perspective enriches our discussions, making each episode a treasure trove of insights.

What to Expect in this Week’s Episode

  • Can leaders be both successful and nice, or does niceness hinder progress?
  • Is the drive to be liked compromising your leadership effectiveness?
  • We discuss famous leaders who master the art of kindness without sacrificing authority.
  • Why saying “no” might actually make you a more effective leader.
  • Consistency and clear communication: The keys to being respected, even when delivering tough feedback.

Where and When to tune in

Catch new episodes every Wednesday:

Watch: On YouTube or via Air Marketing’s Knowledge Hub.

Listen: On Spotify, Amazon Music, Apple Podcasts, TuneIn + Alexa, Deezer, and more.

Join us as we dive deep into the dynamics of running a business in today’s fast-paced world. Whether you’re seeking inspiration or practical advice, our podcast is your gateway to becoming more adept in the business arena.

Warning: Contains swearing

Marketing & RevOps Are Killing Your Sales Performance: How to Reclaim the KPI Crown

Posted on by Hannah Sanders

Key Performance Indicators (KPIs) abound in every department within an organisation, but could they actually be killing your sales performance? When marketing, sales, and Revenue Operations (RevOps) are not united under a shared north star KPI, these well-intentioned metrics can inadvertently undermine overall sales performance.

But how does this misalignment happen and how can you reclaim your sales KPI crown to drive better business outcomes across departments? Let’s discuss:

The KPI Disconnect

In today’s complex business environment, each department will typically focus on the metrics that reflect their specific roles. For example:

  • Marketing: Looks at the efficiency of inbound leads, campaign reach and engagement metrics
  • RevOps: Concentrates on optimising processes, systems integration, and ensuring operational efficiency
  • Sales: Focuses on closing deals, meeting quotas and revenue targets

While each of these KPIs are integral, they often create silos where each department focuses on ticking its own boxes without considering the broader impact on sales performance. Marketing might celebrate high lead generation numbers, and RevOps may optimise processes for efficiency, but if sales are not converting leads into revenue, the business suffers.

The Pitfalls of Siloed KPIs

  1. Lack of Harmony: Different KPIs can create tension and misalignment. Marketing may drive a high volume of lead, but if these are not high-quality or sales-ready, the sales team will struggle to convert them, leading to frustration and inefficiency.
  2. Stagnation: Being focused on efficiency, the RevOps team may resist creative and disruptive strategies that could significantly boost sales. Without a revenue-focused KPI, there’s little incentive to take risks that whilst initially disruptive to established processes could ultimately lead to greater revenue.
  3. Misguided Success Metrics: When each department marks their own scorecard, it can create a false sense of success. Sales teams might struggle to achieve their targets despite marketing and RevOps hitting their goals. This disjointed success can misguide strategic decisions, hindering overall business performance.

Moving Towards Unified KPIs

To reclaim the KPI crown and ensure every department is contributing effectively to sales performance, we recommend the following:

  1. Establish a North Star KPI: Align all departments around a single, revenue-focused KPI. This could be overall revenue growth, customer acquisition cost relative to lifetime value, or another metric that encapsulates the business’s financial health.
  2. Foster Cross-Departmental Collaboration: Encourage regular communication and collaboration between marketing, sales, and RevOps. Joint planning sessions and shared goals can help break down silos, ensuring that everyone is working towards the same objectives.
  3. Educate on Metrics: Take the time to ensure that everyone understands not only their own KPIs but also how they interrelate and impact the overall business. Sales teams should be aware of marketing’s lead generation efforts, and RevOps should understand how their processes affect sales efficiency.
  4. Incentivise Unified Goals: Structure incentives and rewards around the north star KPI. When bonuses, promotions and recognition are tied to unified goals, team are much more likely to work together towards shared success.

By uniting all of your teams under a common revenue-focused KPI, you’ll ensure that everyone’s efforts are harmonised towards driving business growth. If you’re ready to reclaim your KPI crown, we’re here to help.

Air Marketing: experts in sales and marketing

At Air Marketing, we understand the importance of a unified approach to KPIs. We work with businesses to align their marketing, sales, and RevOps efforts, driving cohesive strategies that lead to sustained revenue growth. Get in touch today to discover how we can help you achieve the sales performance your business deserves!

How To Reclaim The KPI Crown

We’re Sponsoring the Fearless Leader Award at This Year’s NOTTY Business Awards

Posted on by Hannah Sanders
Fearless Leader Award

Air Marketing is thrilled to announce its sponsorship of the Fearless Leader award at this year’s NOTTY Business Awards. With a stellar lineup of judges, stringent criteria, and a legendary awards evening, the decision to sponsor was an easy one for the team at Air HQ. 

“As a company, we pride ourselves on our ‘Be Brave, Sell More’ mantra, and aligning with the Fearless Leader category was a no-brainer,” said Owen Richards, CEO of Air Marketing. “I’ve worked with the NW team in the past, and their vision for meritocratic awards that disrupt the marketplace aligns perfectly with our values at Air. We’re proud to play our part.” 

“You miss 100% of the opportunities you don’t take, and at Air Marketing, we encourage an environment of taking the shot. Sponsoring this award category, which epitomises our ethos, is truly fitting. As Michael Brenner, CEO of the Marketing Insider Group, said, ‘Being fearless is not about how you feel; it’s about how you act.’ The winner of the NOTTY will need to demonstrate truly impressive achievements to impress this year’s judges.” 

Air Marketing is going all-in with its association with the awards. A promotional video is in production, an exciting ‘Fearless Leaders’ invite-only event is in the planning, and the team will also feature in a music video leading up to the awards. 

Founded in 2016, Air Marketing has established itself as the premier outsourced sales and marketing agency in the UK, thanks to the unparalleled expertise and commitment to excellence of its 65+ strong team. Serving a diverse clientele, from global brands to start-ups, Air Marketing has orchestrated thousands of sales opportunities and generated over £1bn of new business revenue for its clients.

The NOTTY’S will take place on the 21st of November at the Forge of Winslade Manor and will feature 15 award presentations in a landmark evening. NOTTY founder Chris Bentley is pulling out all the stops to ensure that all 350 guests have as much fun as the eventual award winners. It’s a night not to be missed. 

To be in with a chance of winning the Fearless Leader category at the NOTTYS, visit thenottys.co.uk and submit your application today. 

Go on, be brave. 

ON AIR With Owen: Episode 93 | Taking Time Off as a Founder

Posted on by Hannah Sanders

Introducing our 93rd episode of ON AIR: With Owen – our podcast series for honest conversations about starting and scaling your own business, hosted by our Founder & CEO, Owen Richards, and his new co-host, Neil Finnie.

Meet Your Hosts: Owen Richards and Neil Finnie

Owen Richards hails from Kent and began his sales career at Forrest Marketing Group in Sydney. After an 8-year stint, Owen returned to the UK and co-founded Air Marketing Group, growing it into a powerhouse offering specialist B2B sales and marketing solutions to businesses across the globe. Known for his relentless positivity and strategic foresight, Owen brings a wealth of experience and a knack for big ideas to the podcast.

Neil Finnie is your quintessential ‘wabi-sabi entrepreneur’ – flawed but beautiful in approach. With over 25 years of experience in nurturing businesses around his passions, from co-working spaces to professional development agencies, Neil’s unique perspective enriches our discussions, making each episode a treasure trove of insights.

What to Expect in this Week’s Episode

  • Taking Breaks as Business Owners: The challenges and complexities of truly disconnecting from work as a founder.
  • Capacity and Leadership Challenges: How reduced capacity from key employee departures and holiday seasons can impact a founder’s ability to take time off.
  • Founders’ Involvement: Examining whether founders feel the need to stay deeply involved in their business to maintain a sense of importance and team connection.
  • The HiPPO Effect: How the highest-paid person’s opinion can dominate decision-making, regardless of its validity.
  • Empowering Your Team: The dual benefits of taking time off—both for personal rejuvenation and to set an example, and also giving your team the opportunity to solve problems independently.

Where and When to tune in

Catch new episodes every Wednesday:

Watch: On YouTube or via Air Marketing’s Knowledge Hub.

Listen: On Spotify, Amazon Music, Apple Podcasts, TuneIn + Alexa, Deezer, and more.

Join us as we dive deep into the dynamics of running a business in today’s fast-paced world. Whether you’re seeking inspiration or practical advice, our podcast is your gateway to becoming more adept in the business arena.

Warning: Contains swearing

From Rivalry to Revenue: How Competitor Research Fuels Business Growth

Posted on by Hannah Sanders

In the fast-paced world of B2B marketing, understanding your competition can make the difference between thriving and merely surviving. Competitor research is not about espionage; it’s about leveraging public and strategic information to make informed decisions that drive business growth. Here, we’ll explore how turning rivalry into a resource can fuel your company’s success.

The Importance of Competitor Research

Competitor research involves analysing your competitors’ strengths, weaknesses, strategies, and market positioning. This knowledge is crucial for several reasons:

  1. Identifying Market Gaps: Understanding what your competitors offer allows you to identify unmet needs in the market. By addressing these gaps, you can attract customers who feel underserved by existing options.
  2. Benchmarking Performance: Comparing your company’s performance against that of your competitors helps set realistic targets and KPIs. This benchmarking provides a clear picture of where you stand and where improvements are necessary.
  3. Strategic Planning: Knowing your competitors’ strategies enables you to anticipate their moves and plan accordingly. This foresight can be invaluable in staying one step ahead.
  4. Innovation and Differentiation: Observing your competitors can spark innovative ideas and highlight areas where you can differentiate your offerings. Unique value propositions are key to standing out in a crowded market.

Turning Insights into Action

Merely gathering information is not enough; the real value lies in applying these insights to your business strategy. Here’s how to turn competitor research into actionable steps:

  1. Product Development: Analyse competitors’ product features, pricing, and customer feedback. Use this data to refine your own products, ensuring they meet and exceed market expectations.
  2. Marketing Strategies: Study the marketing tactics that work for your competitors. Are they excelling in content marketing, social media, or SEO? Adopt and adapt these successful strategies to enhance your own marketing efforts.
  3. Customer Experience: Examine how competitors interact with their customers. From sales processes to customer service, there’s much to learn and implement to improve your own customer experience.
  4. Sales Tactics: Understand the sales techniques and channels your competitors use. This insight can help you optimise your sales strategies, improve lead generation, and close more deals.

Tools for Effective Competitor Research

Several tools can streamline the process of competitor research:

  • SEMrush: For analysing competitors’ SEO and PPC strategies.
  • BuzzSumo: To identify popular content and influencers in your industry.
  • Owler: For comprehensive competitor data, including funding, news, and employee information.
  • Social Media Platforms: To monitor competitors’ engagement and marketing campaigns.

Case Study: Competitor Research in Action

Consider the case of a mid-sized SaaS company struggling to differentiate itself in a saturated market. By conducting thorough competitor research, the company discovered a gap in customer support services. Competitors were not offering 24/7 support, which was a significant pain point for customers.

The company responded by launching a robust 24/7 customer support system. They also highlighted this new service in their marketing campaigns. The result? A 30% increase in customer acquisition and a 20% boost in customer retention within six months. This success story underscores the power of competitor research when effectively utilised.

Conclusion

Competitor research is a vital component of business growth. By systematically analysing and understanding your competitors, you can transform rivalry into a strategic advantage. This proactive approach not only helps in identifying market opportunities but also equips you to innovate and outperform your competition.

In the dynamic landscape of B2B marketing, staying informed about your competitors is not just beneficial; it’s essential. Embrace competitor research as a continuous practice, and watch as it transforms your business from merely keeping up to leading the charge.

Opinion piece by Marketing Executive, Chloe Diggle

Competitor Research

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