On episode 341 of PPC Live The Podcast, I had the pleasure of chatting with Andrea Cruz, Head of B2B at Tinuiti. We delved into a challenge that many senior marketers face: the struggle of providing immediate answers when clients press for details without prior notice.
We explored how missteps in communication can amplify client stress, and how adopting a proactive mindset can turn these challenges into pivotal moments of growth in one’s career.
As Cruz progressed from a hands-on marketer to leading entire teams, she encountered the challenge of advocating for projects she wasn’t directly managing daily. This shift brought new struggles, especially when clients questioned campaign performance or outcomes.
In those moments, freezing or delaying responses can damage trust. Cruz realized that senior leaders must offer clear direction, even without knowing every detail, to maintain confidence in discussions.
Through her experiences and mentorship, Cruz honed a technique for buying time without losing trust: asking thoughtful questions. This strategy not only buys time but also ensures that the responses are precise and address the core of the client’s concerns.
Her method includes asking clients to clarify expectations, requesting additional context, and confirming their understanding. This approach is crucial, especially in emotionally charged situations, and, for Cruz, it allowed her to manage complex conversations effectively despite being a non-native English speaker.
At Tinuiti, the focus is on a solutions-driven culture over assigning blame. By addressing ‘Where are we now?’ and ‘How do we get where we want to be?’, teams foster a safe space to discuss errors and learn from them. Cruz believes that leaders should set the standard by openly sharing their own mistakes.
Cruz advocates for proactive communication, urging teams to address issues before clients notice. Tailoring communication styles to client preferences fosters stronger relationships and transforms agencies into strategic partners.
Common mistakes in B2B advertising include spreading budgets too thin and underfunding campaigns. Cruz emphasizes that it’s better to focus on fewer channels with adequate resources to avoid ineffective outcomes.
Regarding AI, Cruz warns against limiting its use to basic tasks and shares how her team is leveraging AI for advanced operations, enhancing strategic execution.
Cruz’s message is clear: growth requires preparation and a willingness to adapt. By anticipating client needs and embracing experimentation, marketers can turn pressure into golden opportunities.
Inspired by this post on Search Engine Land.
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