Stephen Kenright, agency veteran, co-founder of Rise at 7, and now independent consultant, joined us for a session packed with clarity, honesty, and a dose of humour. With over 1,500 attendees, Stephen shared insights on positioning, pricing, inbound vs. outbound strategies, and how to keep your head (and heart) in the agency game, no matter the challenges.
Here’s what we learned.
🔑
Key Takeaways
1️⃣ Growth challenges are inevitable, learn to navigate them.
- Agencies face two big problems: struggling to grow or struggling with too much growth.
- Today’s headwinds (economic slowdown, AI disruption, shifting client dynamics) make resilience crucial.
2️⃣ The agency model isn’t broken, but it is evolving.
- Agencies are built on relationships and people, not products or IP.
- Success depends on understanding clients’ real challenges, not just selling services.
3️⃣ Positioning is everything.
- It’s not about broad categories like “e-commerce” or “automotive”, it’s about understanding your clients’ unique challenges.
- Build a clear “who we are for” narrative that resonates with your chosen client base.
4️⃣ Inbound leads take time, but they’re worth the effort.
- Inbound marketing is built on thought leadership, consistency, and patience.
- It’s tough to outsource. Founder visibility is key.
5️⃣ Outbound isn’t bad, but it needs fuel.
- Outbound works when it’s supported by compelling content and insights.
- If you’re too busy to feed the outbound engine, you’re wasting money.
6️⃣ Growth stages have predictable pinch points.
- 8 people: You can’t manage everyone, hire a people manager.
- 16-20 people: Complexity demands process.
- 50-60 people: You lose track of everyone’s name, focus on culture and vision.
7️⃣ Hiring? Start with who you want to work with daily.
- Look for teachability, cultural fit, and curiosity.
- Think: “Am I happy to talk to this person every day for the next four years?”
8️⃣ Pricing? Stop guessing.
- Offer clear, tiered pricing options (baseline, stretch, diagnostic).
- Understand the client’s budget and decision-making process.
9️⃣ Use “we” if you plan to scale.
- If you’re solo but building for growth, using “we” signals readiness.
🔟 Client relationships are built on understanding and trust.
- The more you know your clients’ real needs (and politics), the more indispensable you become.
📝
Stephen’s Tips for Smarter Agency Building
- Clarify your positioning. Know who you’re for and what problem you solve.
- Build visibility. Post regularly on LinkedIn or speak at events to attract inbound leads.
- Outsource wisely. If you’re too busy to support an outbound agency, hold off.
- Prioritise people. Hire for curiosity, resilience, and fit, not just skills.
- Offer options. Show pricing tiers to help clients choose the right level of service.
🤖
What About AI?
When asked about AI and the agency world, Stephen was candid:
“It’s changing the landscape, but smart, creative humans will always be needed. The key is empathy, experience, and understanding the client’s unique challenges.”
Enough said.
🙌
Thanks to Our Sponsors
Huge thanks to Frontify, Stickybeak, Cambridge Marketing College, Redgate, and Planable, you help make sessions like this happen.