Land Your Whale: Expert Insights on Landing B2B and Corporate Clients

As agency owners and marketing freelancers, we're all on the hunt for those "whale" clients – the larger B2B and corporate accounts that can truly transform our businesses. But how do you go from casting a wide net to landing those significant opportunities?

That's exactly what we delved into during our recent "Social Media Happy Hour" with industry veterans Susan Werkner and Peter Applebaum, co-founders of Agency Accelerators. These Aussie powerhouses (who joined us bright and early from Sydney!) shared their invaluable playbook for attracting and securing those coveted corporate clients. Check out the full conversation here.

Why Chase the Corporate Whale?

Before diving into the "how," let's quickly recap the "why." Peter and Susan emphasized the transformative impact of landing B2B and corporate clients:

• Revenue Growth & Stability: Fewer, larger clients can lead to more substantial and consistent revenue streams, helping you escape the dreaded "revenue roller coaster."
• Deeper Engagements: Corporate clients often require a wider range of services and longer-term partnerships, allowing you to truly become an indispensable part of their success.
• Resource for Expansion: Predictable, higher revenue enables you to invest in your team, tools, and overall agency growth.

Busting the Myth: Corporates Need You Too

One of the most powerful takeaways was Peter and Susan's point about mindset. Many smaller agencies mistakenly believe that corporate clients only work with large holding companies. But the truth is, these bigger organizations often seek the creativity, agility, and dedicated customer service that smaller, specialized agencies can provide. As Susan put it, "They actually need you."

Strategies for Making Waves with Corporate Clients

So, how do you position your agency to attract these "whales"? Here are some key strategies gleaned from the interview:

• Niche Down and Stand Out: Forget being a generalist. Peter and Susan stressed the importance of identifying your unique selling proposition (USP3): what makes your offer relevant, valuable, and meaningful? What can you claim or own that no one else does? What can you do better than anyone else? Carving out a specific niche helps you become a go-to expert.
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• Start Small, Build Trust: Don't aim for the multi-million dollar contract right away. Susan suggests offering a "pilot project" – a smaller, manageable engagement that allows the corporate client to experience your expertise and build trust. As Peter shared from his own experience, a small initial project can blossom into a significant, long-term partnership.
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• Master the Art of Follow-Up: It's not just about landing the initial meeting; consistent and thoughtful follow-up is crucial. Peter referenced Saatchi & Saatchi's "tickler file" system as a classic example of staying top-of-mind. Luck often favors the prepared and persistent!
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• Think Beyond Local: Don't limit your horizons to your immediate geographic area. In today's digital world, opportunities exist regionally, nationally, and even globally. Susan highlighted a client in Mexico successfully expanding into the US by targeting the Latino market.
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• Utilize the "Side Door" Strategy: Can't get through to the marketing department? Peter shared a brilliant tactic: explore other relevant departments within the organization (e.g., trade marketing, procurement). Sometimes the best way in is not the most obvious one.
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• Understand Corporate Budgets (and Timing): Susan offered valuable advice on navigating budget conversations. Don't be afraid to charge appropriately, and always provide options. Also, remember the end-of-year budget cycle – corporates often have funds they need to allocate before they lose them!
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• Go Beyond Ads: Build a Consistent Marketing Strategy: While ads might play a role, they're unlikely to be the silver bullet for landing corporate clients. Focus on a holistic strategy that includes LinkedIn, email marketing, webinars, content marketing, and even good old-fashioned phone calls. Consistency is key to building awareness and trust.

Avoiding the Pitfalls

Susan also highlighted a common mistake: underestimating corporate budgets and not providing tiered options. Don't leave money on the table!

Your Next Steps

Ready to land your own "whale"? Start by reflecting on your agency's unique strengths and the specific types of corporate clients you're best positioned to serve. Implement some of the strategies Peter and Susan shared, and remember that building these relationships takes time and consistent effort.

Thank you again to Susan and Peter for sharing their incredible insights! Now it's time for you to take these strategies and make some waves in the world of B2B and corporate clients.