Welcome to The Biz Dev 100, powered by The BD 100, which aims to recognize and celebrate important role played in the media and marketing industry by those who source and bring in new customers and keep the fortunes of businesses on track.
Below is Laura Holme, one of those at the top of their field who work in the UK biz dev sector.
Name: Laura Holme
Job Title: founder & director
Agency: Ballyhoo Coaching & Consulting
What were your highlights of last year?
Last year, as VP, New Business & Marketing at RAPP, the agency set up a thought-leadership and events programme 'How to Survive the Data Apocalypse' which drove its reputation in owning GDPR expertise and created pre-disposed client leads.
The agency won business from ASOS, Value Retail, Parker Pens and Waitrose, and the conversion rate rose to 55%.
What has been your most memorable win - and why?
ASOS. They don't usually work with external agency partners but we impressed them with our knowledge, research and positive approach to GDPR, not seeing it as a legal restriction, but rather as an opportunity to gain and regain trust from consumers. And we developed creative ideas which fit in with their brand values and personality. We actually made it look like fun. And we gave them a team of ASOS fans who could identify with their audience.
How would you describe your approach to business development?
My approach is to develop a strategic marketing, thought-leadership programme to create pre-disposed client prospects and reputational enhancement. This, coupled with a rigorous process and a ‘no compromise’ culture, will result in conversion ratios well above industry standards, and allow the agency to become masters of their own destiny.
What is the best piece of advice you’ve ever been given?
It's better to be interested than interesting.
What would be your number one tip to anyone starting in business development?
Learn to become charmingly persuasive.
What is your new business soundtrack?
In times of stress, I hum 'Dancing Queen'. Don't know why. Maybe it is to remind myself that 'You can dance. You can dance. Having the time of your life.."
Brands looking to appoint a new agency should look to The Drum Recommends for help. The Drum Recommends offers reviews of agency partners by their own clients to offer insights to the rest of the industry when hiring.