LIVE Roundtable: Choosing Your Outbound Channels & Sequences

We hosted our fourth roundtable as part of our NEW annual content series, around setting up an outbound sales function. Get ideas, inspiration and advice from our panel of experts, who share and discuss their own experiences and open the floor to questions from the live audience.

We’ll be going live every month until March 2022, chatting about all topics relating to outbound sales and the stages of building a team.


We answered questions around (but not limited to):

1. Why it’s important
2. Keep your customers’ needs at the centre of your decisions
3. Finding the parts of your sales cycle that need attention
4. Assessing which channels and tools meet your needs
5. Building an integrated tech stack
6. Getting started


Owen Richards – Founder & CEO at Air Marketing


Neil Clarke – Commercial Director at Air Marketing

Michael Hanson – Founder & CEO at Growth Genie

Kaitlen Kelly – Senior Manager of Sales Development at Outreach

Who is it for?

Founders, sales leaders, SDR Managers and revenue leaders.

ON AIR: With Owen Featuring Michael Hanson – Founder & CEO, Growth Genie

Introducing our 22nd episode of ON AIR: With Owen – our latest interview video series with honest conversation about scaling revenue, hosted by our Founder & CEO, Owen Richards. Our 22nd guest is Michael Hanson – Founder & CEO at Growth Genie.

Owen and Michael discuss What does a good outbound sequence/cadence look like? Including:

– Who is Michael and who is Growth Genie?

– What are the first considerations when you open a cadence?

– Understanding what you’re trying to achieve with your cadence, and who are you trying to engage?

– What channels should you use and the next steps?

– How to create a good cadence without harassing your prospects?

– Why you shouldn’t rely on one particular channel for your cadence?

– What’s the importance of the cadence compared to other parts of the strategy?

– Breaking down the 30 point cadence step by step

– What would dictate how many steps should be in your cadence?

– What to do if you’ve never created a cadence before?- If you had to drop a channel from your cadence, what would it be? 

ON AIR: With Owen Featuring Richard Smith – VP Sales, Refract

Introducing our 21st episode of ON AIR: With Owen – our latest interview video series with honest conversation about scaling revenue, hosted by our Founder & CEO, Owen Richards. Our 21st guest is Richard Smith – VP Sales at Refract.

Owen and Richard discuss coaching, what it is and how do we do it well?. Including:

– Who is Richard and who Refract are?

– How long does good coaching take? 

– What’s the impact if you don’t prioritise training

– Why isn’t training prioritised by sales leaders?

– The downsides of split focus with Hybrid roles in sales

– The mindset of Sales Leaders without patience for coaching

– The power of communication in coaching

– Why you should be coaching by asking questions and not by telling

– The power of recording sales call when coaching

– Who’s coaching the coaches?

– How do you invest your time when coaching?

– Richards top tips for being a great coach

Forget the elephant in the room, focus on the HiPPO

We’ve all sat in that meeting. Years of first-hand experience, reams of exciting ideas and campaign proposals backed up with pages of data. In enters the HiPPO. 

No, not the large semiaquatic mammal but the “HIghest Paid Person’s Opinion”. The buzz is quickly shot down with decisions based on emotion, theory or a “one-size-fits-all” solution. 

Suddenly the room falls quiet, tension mounts and everyone leaves the room feeling deflated (not to mention the potential damage caused to the business). 

The HiPPO theory originates from a study by the Rotterdam School of Management which found that projects led by senior managers had a lower success rate than those run by more junior employees. It transpired that staff felt more comfortable offering opinions, challenging assumptions and giving feedback based on fact in teams where senior managers were less present.  

So, what does this mean from a marketing point of view? 

The problem with letting the HiPPO take the reins is that you then end up ignoring data to back up any decisions. For example (in the most basic terms), you could be deciding how to personalise your email marketing efforts based on location. A HiPPO might say that your target audience is based in the USA, however, your Marketing Manager (armed with a map of email opens) knows that the majority of recipients are based in Germany. The HiPPO declares their assumptions and the Marketing Manager instantly feels unable to showcase the real-time data. 

This could lead to incorrect information or irrelevant news being given to your target market, who will no doubt quickly shut off. Loss of relevance? Loss of clients. 

A HiPPO is also likely to ignore the wisdom of the crowd, therefore neglecting knowledge from front-line staff. 

How do you deal with a HiPPO? 

  1. Increase awareness of the HiPPO effect and have open discussions about data based decision making 
  2. Remove the spotlight – try and encourage less senior employees to speak up and have their say! 
  3. Present data in a visual, hard to ignore way 

Are you a HiPPO? 

It’s easy to fall into the trap of “I’ve had X amount of years experience so I know best.” You’ve got to where you have for a reason – you’re good! However, listening to your team is key to ensuring you all make the best decisions for your business. Don’t let the power go to your head and learn from the people you’ve painstakingly hired and trusted to do their job. 

Need a hand with figuring out the data from the bias? We create marketing strategies that directly align with your sales numbers. If you’d like to talk more about developing your marketing strategy, get in touch today on 0345 241 3038. 

Selecting Your Channels And Designing Your Sales Approach: The Key To Achieving Cut-Through In Your Market

Selecting your channels and designing your sales approach: the key to achieving cut-through in your market

We live in such a connected and always-on world, increasingly enriched with digital experiences, it’s hard to conceive that not everyone is just at the end of an email, phone, or WhatsApp message. Yet there are still people out there who don’t spend the highest proportion of their working day in a digital space. In other professions the lines are blurring, and research shows the pandemic has given rise to different channels and ways of connecting, even disrupting the sales cycles in some industries. In recent months, video and live chat have been the breakout stars. And research shows that 70% of B2B decision-makers say they are open to making new, fully self-serve or remote purchases over $50,000, and 27% would spend more than $500,000. That’s a significant shift from the perception of e-commerce as high volume, low-value sales.

Why is this important?

Choosing the right channels and tools is crucial to improving your sales numbers. In fact, understanding what your prospective buyer requires to make a decision about your products and services, empowers you to invest your time where it matters.

Keep your customers’ needs at the centre of your decisions

Imagine your primary buyers are busy hospitality professionals who spend minimal time at their desks and don’t have a wealth of time to peruse content online, they might really need the cut-through of a conversation to kick off any discussion around their buying decisions. Your plan will therefore look very different from one targeting CIOs in Fintech companies shopping for accounting software, or HR leaders procuring performance management software systems. For the latter examples, you may need to invest more time in your inbound strategy. For the former, a well-crafted script for an initial phone conversation, followed by links to engaging product information and an easy way to book a demo, might be just the ticket.

Find the parts of your sales cycle that need attention

This part can be tricky because it requires an honest assessment of how well your current strategy performs and forces you to examine undiscovered territory. Say you are limited to one or two channels, and there’s no formal funnel for your prospects; this leaves little room for optimisation and doesn’t give you much data visibility.

Where do you close most of your deals? And where do you find yourself fighting to stay in the game? If you’ve never diverged from the tried and tested phone call, how’s it working for you?

If your preferred outreach method is a phone call, are your sales team spending a lot of time aggregating follow-up content for the prospect before the conversation can proceed to the next stage? Do you find it difficult to get hold of senior decision-makers? Is it a challenge to articulate your offer over the phone?

The answers to these questions provide the insight you need to optimise and design your contact sequences. If the conversation with the key decision-maker is happening too early in the cycle, you could be squandering the opportunity to close the deal because you need to spend time generating awareness. It’s far more efficient to educate your prospects through outreach emails that give greater context to the problem you solve, or pose a challenge that sparks a conversation. Similarly, signposting to relevant video content could expedite your process, allowing your discussions to begin from a position of shared understanding.

Assess which channels and tools meet your needs:

There are numerous ways to integrate your user’s experience, from website transactions, payments processing, cross-selling, coupon codes, tracking, and maintenance, to name but a few. Whether your business sells products, services, or your sale is a more consultative, longer burn, you can create an experience that adds value at every stage of the pipeline.

Sales and Marketing integration is so important to your success in this area. When you work with your marketing department, you can use the content they create as a sales tool to attract potential buyers into the sales funnel. They can proactively help you find channels where potential customers search for answers your service provides, whether that’s through a more targeted social strategy or integrated live chat into your website. All of the above strengthens the quality of leads in the funnel, enabling you to establish strong business relationships with your buyers and gain their trust.

While this list isn’t exhaustive, it gives you an insight into which strategy might best serve your audience:

Social selling: through leveraging your networks and building relationships on LinkedIn, Twitter and Instagram, you can start conversations, respond to comments and engage with broader discussions about the challenges affecting your prospects. On LinkedIn especially, dialogues can easily migrate from the comments sections into a more formal approach. It also makes sense to talk shop where your competitors are hanging out, conversations are already in-flight, and people expect a sales approach. Here, the relationship is central to the sale, so this channel is best-suited to longer sales cycles that require more nurturing and time investment. You can complete your entire sales cycle via social selling, but it works best when used in conjunction with other channels and you migrate to a video call or meeting.

Email: Email works best when it’s personal but not presumptuous; a well-written email with an attention-grabbing subject line can pique interest. Generic, catch-all email blasts will never have the desired effect. Still, if you can segment your audiences and trigger relevant email content based on their buyer behaviours, you boost your chances of conversion. Even innovative templates that allow for some degree of personalisation and offer a gift such as a guide or a download can nudge your prospect in the right direction and helps you earn the right to a more in-depth conversation.

Phone call or video chat: Conversation is undeniable; even the most introverted amongst us get value from human connection. Where the phone call punctuates the sales cycle is entirely up to you. For some organisations, it’s their only strategy. Without a vast pool of potential buyers or a killer elevator pitch, it’s easy to burn through a database without getting real traction. Sales are about persistence, but it’s also advisable to align your sales approach with your buyer’s needs. If your buyers prefer to research online, amp up your inbound and digital outreach ahead of making calls. If your audience is tech-savvy, deliver innovative video content and let their response drive the conversation forward.

Live chat:  Live chat is one of the most potent sales tools out there. It enables direct real-time interaction with visitors to your website, capturing their immediate needs. It’s a valuable touch-point, but it works best where there are definitive answers, or you have a mechanism to book a demo.

Every business can benefit from a solid inbound strategy: Ample opportunities for prospective customers to research marketing content, participate in live webinars to see how your products solve their problems and lead to better quality, which means more qualified leads for your sales team.

Build an integrated tech stack that supports your prospect’s journey: A data-driven sales culture means that your sales representatives and managers monitor essential information that drives your business, such as sales dates, sales cycles, customer satisfaction and outbound activities. Business intelligence tools that centralise and combine data from your CRM, LMS, telephony and VoIP systems (and integrate with marketing automation systems) offer the best opportunity to examine where you’re experiencing drop-offs in engagement. You can therefore fail fast and fix things quickly, so your approach evolves with your market.

Getting started:

Armed with a plethora of tools and insight, you can continually optimise your sales approach. But this is the real world, not everything happens in the correct order, and we understand that not every business has the resources or the time to invest in systems and software. Optimising your prospect’s experience and driving better data visibility starts with setting up some joined-up internal processes. Even simple things like well-crafted follow-up emails, customer surveys and regular communications can drive better retention and increase sales success.

If you need guidance designing your sales approach, we can help. Contact us

SaaSGrowth2021: Prospecting – Always A Numbers Game

The SaaSGrowth experience we all know and love – but online! Back for it’s 4th year. This event has now established itself as the number 1 thought-leadership event in Europe powered by Sales Confidence.

Our Founder & CEO, Owen Richards, not only co-hosted the event alongside James Ski, but spoke about why prospecting will always be a numbers game. 

Why watch?
Develop your skills, expand your networks and reimagine the sales experiences you are making with a global community without any barriers.

Who is it for?
Sales Leaders (CRO, VP, Head of Sales, Sales Managers and Sales Development Managers) and Revenue Leaders (Marketing, Sales Operations and Sales Enablement).

Exeter Chiefs Team Up With Air Marketing

When Exeter Chiefs were on the lookout for sales support, they didn’t have to look further than Air Marketing. Amidst tough competition from other suppliers, Air have partnered with Exeter Chiefs to support them in running and developing their sponsorship opportunities. 

Lisa Duncan, Sales and Marketing Director, for the Exeter Chiefs said, “Partnering with Air makes sense; they’re a great fit for us because they share our culture of teamwork, performance, and we’re both focused on results. They completely understand our ambitions and desire to work at pace to secure the right brands that align with our principles. We look forward to working together on this project.”

Air Marketing will work closely with the Chiefs to create and deliver a targeted campaign to attract new sponsors, bringing out the benefits of brand alignment with the Exeter Chiefs. The Chiefs are an established leading light in Premiership Rugby and only narrowly missed out on victory in the final last month; they’ve urged fans to brace themselves for a strong return in September. 

Owen Richards, Founder & CEO of Air Marketing, is passionate about the project and confident of Air’s ability to deliver results:

“The Exeter Chiefs and Air is a perfectly matched partnership in so many ways. We’re both award-winning and Exeter-based with a national reach. We both invest heavily in our community, share a competitive spirit, and we both love to win. Together, we’ll be a force to be reckoned with, and I have no doubt we’ll secure the calibre of sponsorship they’re looking for.”

About Air Marketing

Air was formed out of a talent and a pride for great sales. Founder & CEO, Owen Richards, saw a gap in the market for professional, elite, outsourced sales services. From the outset, Owen was driven to find likeminded individuals who shared his passion (and obsession) for sales, while bringing their unique talents to the culture.

From those exciting early days, Air has grown and evolved into an organisation with an extraordinary blend of talent and experience. Air has proven processes, a strong focus on team development and a commitment to intelligent and transparent data reporting that has inspired successful long-term client relationships. Air learns to breathe the same air as their clients, understand their business and accelerate their sales success.

About Exeter Chiefs

Founded in 1871, Exeter Chiefs have established themselves as one of the leading club sides in English and European Rugby.

In recent years they have won the Premiership Rugby title on two occasions, as well as being crowned Heineken Champions Cup winners in 2020.

Under the stewardship of Director of Rugby, Rob Baxter, they have a squad assembled full of international talent, including four players – Luke Cowan-Dickie, Jonny Hill, Stuart Hogg and Sam Simmonds – all of whom will be part of the British & Irish Lions squad touring South Africa this summer.

The Chiefs are based at the multi-million pound Sandy Park Stadium, which also doubles up as the region’s Premier Conference and Banqueting Centre.

This December, the new £39 million Sandy Park Hotel will open. A 250-bed, four-star hotel, it will come under the Marriott by Courtyard brand.



How fearless marketing will make you serious money. Be Brave. Sell More.

Does your marketing approach need a shake up? Tired of sending out the same old fluff and seeing the same low ROI? Then this guide is for you. 

We’ve put together 4 lessons to help you think differently about your marketing strategy, ultimately resulting in more sales and long-lasting relationships with your ideal customer. 

Be brave and look closer at the numbers 

Shy away from the nitty gritty of your target numbers no more! Grab those numbers by the horns and start making the profit you deserve. 

Ask yourself these questions: 

  • How much needs to come from renewal or existing customers? 
  • Is marketing responsible for delivering a target of qualified leads? 
  • Do you know the conversion rate from a marketing qualified lead (MQL) vs a sales qualified lead (SQL)? 

Start from a place of enlightenment! Get these numbers in place. Now. 

Be brave with your content 

We’ve all heard that famous quote: ‘Content is King’. Your customers want to know about your products, your opinions and how all of it makes a difference for them and their business. 

Read these stats: 

  • 70% of consumers feel more connected to brands with CEOs that are active on social 
  • 64% of consumers want brands to connect with them 
  • 86% of buyers will pay more for a better customer experience 

And read them again. Then have a look at what’s missing from your current content and dare we say it… idea storm! 

Be brave with your targeting 

Heard of the “sneezer effect”? Enough is enough! 

We all like to feel special. The trouble with ‘catch-all’ marketing and aiming for a broad appeal is that you actively alienate the people who need your product most and instead, focus on casting a wide-net and filling it with fairly uninterested fish. 

Start by: 

Who wants to spend all their time and effort convincing everyone to like you, when you could preach to the almost converted instead? 

Be brave with your delivery 

Marketing trends come and go, but creativity endures. It’s tough to stand out in a fast-paced attention economy. When everybody’s talking, why should they listen to you? 

Most of us carry around a super powerful computer in the palm of our hands that targets us with advertisements based on our preferences. There’s no shortage of content out there, but how often does it make you think, you know what, I want to discover more about this? 

Have a look at the way you currently deliver your content and see if you can apply these 3 small changes: 

  • People are smarter than you think – don’t over-explain 
  • Incorporate clever print into your campaigns 
  • Use your competitor’s campaigns as examples but try and analyse what could have been done better or more creatively 

It’s all in the delivery. 


Download our guide. Be brave. Sell more. 

ON AIR: With Owen Featuring Sam Carrington – Founder & ‘Chief Smirkistrator’, Smirk Experience

Introducing our 20th episode of ON AIR: With Owen – our latest interview video series with honest conversation about scaling revenue, hosted by our Founder & CEO, Owen Richards.

Our 20th guest is Sam Carrington – Founder & ‘Chief Smirkistrator’ at Smirk Experience.

Owen and Sam discuss the transferable skills between comedy and sales. Including: 

– Who is Sam and who is Smirk Experience

– What are the transferable skills between comedy, business, and sales 

– Comparing the performances of prospecting and comedy 

– How to leverage comedy for your personal brand 

– What is Evolutional Psychology and The idea of being liked

– Dealing with failure and how to learn from it 

– How to embrace comedy in sales to get ahead of your competitors 

LIVE Roundtable: Defining Your Outbound Data Strategy & Ideal Client Profile

We hosted our third roundtable as part of our NEW annual content series, around setting up an outbound sales function. Get ideas, inspiration and advice from our panel of experts, who share and discuss their own experiences and open the floor to questions from the live audience.

We’ll be going live every month until March 2022, chatting about all topics relating to outbound sales and the stages of building a team.


We answered questions around (but not limited to):

1. Why it matters

2. How to get it right

3. Being too niche

4. Accessing quality data


Owen Richards – Founder & CEO at Air Marketing


Neil Clarke – Commercial Director at Air Marketing

Gerry Hill – Regional Vice President – EMEA at ConnectAndSell

Who is it for?

Founders, sales leaders, SDR Managers and revenue leaders.