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The Marketing Agency Leadership Podcast

Nov 29, 2018

Matt Hodkinson, Chief Exec Agent, Influence Agents, introduces his agency as “mutinous.” He feels the old agency model of schmoozing for long-term retainers is not in a client’s best interest. Instead. Influence Agents tells clients from the beginning that it “will not be there forever” and targets a two-year client relationship with these small companies, which are mostly mid-market B2B tech companies.

The agency’s “sweet spot” clients are the IT Managed Service Providers and Value-Added Resellers – techie companies that rarely excel in self-promotion. Matt notes that these companies are “not the best at telling stories about how great their technology is, and certainly not doing it in a way that engages people in the right way.” They will often talk about solutions at a technical level – an ineffective approach at best. Effective marketing, he says, talks about challenges and heightens problem awareness and need.

Influence Agents coaches clients to “marketing greatness.” filling in the gaps, designing strategies, implementing technologies, and providing in-depth training to ensure long-term success. At the end of the relationship, the “educated” client owns the marketing knowledge and expertise as a company asset. Matt is in the process of creating a knowledge base of marketing strategies, which will be exclusively available for Influence Agents’ clients. Catch, set up the client for success . . . and release.

Influence Agents, a HubSpot Gold partner (almost Platinum), focuses on customer psychology – understanding B2B prospects’ emotional and logical triggers for making purchase decisions – and marries that with producing tangible outcomes – the metrics of revenue, qualified leads and customers.

To gather psychological information about a client’s ideal prospects, Influence Agents defines and identifies them, interviews them away from their work environment, and asks open-ended questions about the challenges they’re facing – in all aspects of business. By recording and reviewing the stories and examples these ideal prospects provide, Influence Agents can tease out trends and themes, gain an understanding of the challenges and pains these prospects face, and discover how to add real value to help these potential customers. Knowledge of what the ideal customer needs directs the marketing strategies Influence Agents develops for its clients.

Matt cam be reached on his company’s website at: or on LinkedIn at -- but please send a personalized intro.