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The Power of Community Collaboration for Business Growth

In this episode, Henry McIntosh, the Director at Twenty One Twelve Marketing, shares valuable insights on the community side of marketing. He discusses the importance of building a strong community and the benefits of community collaboration for business growth. Henry also highlights the significance of partnerships and collaborations in marketing strategies, citing real-life case studies. Additionally, he emphasizes the need for personalization and genuine connections when networking, offering tips on building meaningful professional relationships.

Henry McIntosh is a marketing strategist and Director at Twenty One Twelve Marketing, specializing in creating predictable lead-generation systems for high-ticket businesses. With a knack for reinvigorating marketing strategies and reaching even the most elusive markets, Henry’s agency has helped a diverse range of businesses scale quickly. He’s also the co-founder of GLOW Festivals, bringing Alpine-themed entertainment to winter music festivals.

Here are a few of the topics we’ll discuss on this episode of Masters in Marketing Agency:

  • Selling branded shot glasses to college halls as a creative business venture.
  • Referrals and reciprocation lead to the right projects and successful execution.
  • A 30-page white paper and cold outreach to competitors resulted in conversations and increased sales by 80%.
  • Creating a balanced give-and-take within a community fosters meaningful relationships.
  • Collaboration and partnerships with other agencies can lead to mutual benefits.
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  • 19:35 – “When you’re younger you think every business is kind of you’re going direct to consumer. And you’re so focused on the consumer, especially when you have a product like that. And what we realized was it was so much easier to find the right individual, hit them with the right message at the right time, which included a lot of benefits to them. Because they’ve got this budget to spend and they don’t really know what to put in these packs.”
  • 26:55 – “And what we realized was every single case study we had, there was an element of partnership marketing a really strong element. So I kind of looked at that and felt really, really stupid when it kind of hit me slap in the face and I turned to my team and I was like, we’re rebranding to the commercial collaborations agency. And they were like “that sounds a bit impulsive”. I wanted to do it instantly. As soon as I saw it, I was like “This is it. This is who we are, this is our point of difference”.”
  • 30:30 – “There’s that Richard Branson thing of never saying no, just figuring out how to do it, which actually is just really dangerous advice in marketing because it takes you years to figure it out and then it’s changed, but it kind of encourages you then to refer. And what happens when you start referring really openly and being really generous with it is people start to reciprocate and people start to give you leads back which are right for you. And when you get the right projects and you have the processes in place to execute for them, that’s when things start to fall into place, really.”
  • 37:00 – “Our client wins because they generate referrals at scale that don’t waste their small teams time because they’re coming from highly educated referrals who understand what quality lead looks like to them, and the trust is already built. So they can convert. So that’s kind of the value exchange and we’ve got some other examples of that where we’ve generated enterprise-level leads by actually partnering one of our clients with their own clients to create content.”
  • 01:02:45 – “What we focus on with our clients is becoming trusted advisors to them. And sometimes that means that detriment to ourselves. So we have a rule here that if we’re upselling to a client, do we genuinely believe they need what we’re selling to them? And if they don’t, don’t bother selling it because a lot of our clients we’ve worked with five years now, we have a really good relationship with the founder or the owner. And I don’t want to jeopardize that for a quick buck.”