2Bobs—with David C. Baker and Blair Enns

Latest Episodes:

The Four Conversations: A New Model for Selling Expertise Oct 23, 2024

Show notes

David interviews Blair about his new book, which lays out his proven framework B2B service providers can use to increase closing ratios and average proposal values.

Links

Order The Four Conversations: A New Model for Selling Expertise by Blair Enns

200th Episode Special Oct 09, 2024

Show notes

Blair and David reminisce about their podcasting journey since Blair first pitched the 2Bobs idea to David back in 2016, sharing what they've learned along the way, and what they might like to try with the podcast in the future.

How Account Managers Deliver Strategy Sep 25, 2024

Show notes

David unpacks six principles that can help creative firms benefit from delivering strategic guidance through their account managers.

LINKS

"Account Managers and Strategy" by David C. Baker at punctuation.com

How to Avoid Commodifying Your Offering Sep 11, 2024

Show notes

Blair sees four common behaviors when business owners are looking to get deals moving in times of economic decline, stagnation, or uncertainty that end up doing long term harm to their positioning and pricing.

LINKS

"Four Ways to Commodify Your Offering" by Blair Enns on WinWithoutPitching.com

"Phase Your Client Engagements" 2Bobs episode

Are Email Newsletter Even Viable Anymore? Aug 28, 2024

Show notes

Every few years we're told that we need to move on from using email newsletters as a part of our marketing platform. And David says that advice has always been wrong.

Links

David's article on Punctuation.com (subscribe to his newsletter at the bottom of the page)

"Email is the Most Consistent, Reliable Marketing Channel on the Web and I Can Prove It" by Rand Fishkin

How to Make Horizontal Positioning Work Aug 14, 2024

Show notes

David provides some clear examples of what is required for a firm to be successful at offering one service for many different verticals.

Links

"Strengthening a Weak Horizontal Positioning" by David C. Baker on punctuation.com

Are You Fishing in the Right Pond? Jul 31, 2024

Show notes

Given these uncertain economic times we are in right now, Blair is asking if some creative firms might need to rethink the market they serve, looking at whether their positioning might be too broad, too narrow, or just wrong.

LINKS

"The Target Is Not the Market" by Blair Enns on winwithoutpitching.com

Leading in a Chaotic World Jul 17, 2024

Show notes

David shares his decision-making framework that will help agency principals make better decisions during chaotic times like these.

LINKS

"Leading in a Chaotic World" article by David C. Baker on Punctuation.com

Creating a Premium Pricing Culture Jul 03, 2024

Show notes

Pricing is a prison cell of our own making. And it's cultural. Blair has come up with a series of prompts as a creative exercise to help us all move into a realm of higher pricing.

Links

"Creating a Culture of Premium Pricing" by Blair Enns at WinWithoutPitching.com

"Have we Hit Peak Strategy?"

"Be the Client You Want to See in the World"

Building a Scalable Sales Strategy Jun 19, 2024

Show notes

David wants agency principals to develop new business plans which delivers more new leads with less labor so their organizations can have more controllable growth, as well as increasing their likelihood for a successful exit when that time comes.

Links

2Bobs episode: "The Rungs You Can Reach on the Ladder of Lead Generation"

NY Times article: "How a Self-Published Book Broke 'All the Rules' and Became a Best Seller"

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