Business Made Smarter

Scaling Smart: Systems, People & Investment for Sustainable Growth

Wed, 15 Apr 2026 05:00:00 GMT

In this episode of Business Made Smarter, host Doug D’Aubrey is joined by Michele Ibbs, Director of I’m Your PA, to explore what it really takes to scale a business effectively. Following her previous appearance, Michele shares how the business has expanded into three distinct service areas — and the practical decisions behind that growth.

The conversation focuses on building the right structure for scale, from hiring the right people and implementing automation, to managing risk and planning for the unexpected. Michelle offers honest, experience-led insights into what business owners need to prioritise if they want to grow sustainably.

Key Takeaways

Build solutions around constraints

Growth often creates challenges like space or capacity limits. Instead of stalling, find practical ways to work around them — such as remote teams or new service lines.

Hire the right people for the role

Different roles require different personalities and skillsets. Matching the right person to the right job is key to maintaining productivity and quality.

Automation drives efficiency

Automating repetitive tasks saves time, improves consistency and frees up capacity to focus on revenue-generating work.

Plan for risk and continuity

From backup systems to contingency planning, businesses must prepare for worst-case scenarios to ensure they can continue operating.

Invest in everything that matters

Sustainable growth comes from ongoing investment in people, systems, knowledge and the business itself.

Key Moments

“Automation saves time to do the things that actually earn you money.”

“If you’re not prepared to invest, don’t bother running a business.”

“Where’s your backup plan?”

“Running a business is about people development.”

About the guest

Michele Ibbs is the Director of I’m Your PA, alongside its sister services Truly Yours Agency and I’m Your VA. With a focus on call handling, automation and administrative support, Michelle has built a growing business centred around efficiency, structure and people development.

https://imyourpa.co.uk/

https://www.trulyyours.agency/

About the host

Doug D’Aubrey, founder and Managing Director of Executive Training and Consultancy (ETC), leverages extensive senior management experience to help businesses across the UK and Europe. With tailored consultancy packages ranging from short-term projects to 3-year growth programs, Doug aids companies in improving operations and achieving results. Doug’s success lies in his honest communication with leaders, identifying strategies to enhance management skills and optimise service delivery for measurable outcomes.

Take advantage of a FREE 2-hour Business Review with ETC’s expert consultants to identify goals, tackle challenges, and create a clear plan for growth. Visit https://exec-tc.com/ to book your review.

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Building a Management Team: When and How to Do It

Wed, 25 Mar 2026 06:00:00 GMT

In this episode of Business Made Smarter, Ed Nell and Doug D’Aubrey discuss one of the biggest steps in growing a small business: building a management team.

Many business owners start as solo operators and eventually reach a point where growth becomes impossible without delegation. Doug explains why productivity is closely linked to management structure, how to recognise when it’s time to build a team around you, and the challenges that come with letting go of control.

Key Takeaways

Productivity starts with management.

Being busy isn’t the same as being productive. A well-structured management team helps ensure responsibilities are shared and the business can grow beyond a single decision-maker.

Know when it’s time to build a team.

If you’re overwhelmed, turning down work or struggling to manage multiple staff members yourself, it’s usually a sign that a management structure is needed.

Hire for culture as well as capability.

Skills are important, but shared values and alignment with the company’s culture are critical for long-term success within a management team.

Don’t delay difficult decisions.

Holding on to the wrong hire for too long can damage team morale and business performance. If it isn’t working, address it quickly.

Remember: it’s your business.

Employees will never think about the business in quite the same way an owner does — and that’s normal. The focus should remain on results and customer satisfaction.

Key Moments

“Without delegation, the business becomes bottlenecked around one person.”

“If you’re overwhelmed and can’t take on any more work, it’s time to start building a team.”

“The hiring isn’t as difficult as the firing.”

“Hire slowly, fire quickly.”

“Loyalty isn’t demanded - it’s earned.”

About the host

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Organisational Structure – Building the Foundation for Growth

Wed, 25 Feb 2026 06:00:00 GMT

In this February episode of Business Made Smarter, host Ed Nell is joined by Doug D’Aubrey to kick off the year’s deep dive into small business management with a focus on organisational structure. Rather than legal company structures, Doug explains the practical framework of activities that allow a business to function, grow and remain profitable.

The conversation explores how clearly defining responsibilities, workflows and accountability transforms efficiency, culture and decision-making. Through real-world examples, Doug demonstrates how even small businesses benefit from understanding how work flows through the organisation - and why structure is the foundation for sustainable growth.

Key Takeaways

Organisational structure is about activity, not job titles.

The focus is on mapping what actually happens inside the business - the tasks that generate revenue, win customers and support operations - rather than assigning impressive titles.

Every business has three core drivers.

Operations, sales and marketing and support services (admin, finance, HR, logistics) form the backbone of organisational clarity.

Structure improves accountability and culture.

When people understand their responsibilities and how their work connects to others, confusion and overlap reduce, creating a more productive and positive working environment.

Flowcharts reveal gaps and inefficiencies.

Mapping how work moves through the business highlights missing roles, duplicated effort and bottlenecks - often uncovering hidden problems that limit growth.

Delegation becomes easier with clarity.

A defined structure allows business owners to assign responsibility confidently, whether to employees or subcontractors, freeing time for strategic priorities.

Organisational structure is a living system.

As businesses evolve, their structure must evolve too. Regular reviews ensure it remains aligned with growth, new services and operational demands.

Small businesses benefit most from structure.

Even lean teams perform better when responsibilities are clear, reducing wasted effort and allowing focus on the activities that drive profitability.

Best Moments

“An organisational structure gives you a picture of what you’re actually managing.”

“If everyone’s doing everything, nobody’s truly responsible.”

“Activity flows through the business - structure makes that flow visible.”

“You don’t build growth on guesswork; you build it on foundations.”

“Your organisational structure should grow as your business grows.”

About the Host

Doug D’Aubrey, founder and Managing Director of Executive Training and Consultancy (ETC), brings decades of senior management experience helping businesses across the UK and Europe improve performance through structured systems and practical leadership strategies. Doug works closely with business owners to clarify operations, strengthen management capability and deliver measurable results.

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2026 Series Kick-off: Small Business Management

Wed, 28 Jan 2026 06:00:00 GMT

In this episode of Business Made Smarter, Ed Nell and Doug D’Aubrey kick off the 2026 series by shifting focus from marketing to small business management. They explore why many great tradespeople and specialists accidentally build “a job” rather than a profitable business, and why management is really about managing activities (not just managing people). Doug outlines the key themes they’ll deep-dive across the series, from organisational structure and people management through to change, projects and financial control.

Key Takeaways

Doug’s core point is that “management” isn’t only about handling staff issues, it’s about organising and controlling the activities that make the business function and produce profit.

Even as a “sole trader”, you already have a structure, because you’re still relying on others (accountant, IT support, freelancers, subcontractors). The key is to identify the activities the business needs, then decide who does them and how.

If someone is doing work for your business (marketing agency, editor, plasterer, IT support), they’re effectively part of your organisation. You still need clear expectations, check-ins, and accountability; you may be paying for an activity with no measurable outcome.

As the business grows, delegation becomes essential, but it only works if you genuinely give people the authority to make decisions and deliver outcomes. Doug also suggests “virtual” management teams (peer groups or trusted advisors) for owners who don’t yet have managers in-house.

Doug warns against meetings for the sake of meetings. Effective meetings coordinate activity, assign actions, and include follow-up, because if you never follow up, people learn they can safely ignore priorities.

Tracking numbers (like lead conversion rate) turns guesswork into management. Doug shares two striking examples: owners who think they close 80% but don’t measure it, and owners who close 100%, which can be a sign they’re too cheap and should raise prices to improve profit and reduce overload.

People resist change when they don’t understand the benefit. When they can see what’s in it for them (or why it matters), they’re far more likely to support it.

Accountants often tell you what happened historically (sometimes many months later). Business owners need to know what’s happening now: what’s coming in, what’s going out, and what’s left, monthly (or weekly in some sectors), so problems don’t creep up unnoticed.

Best Moments

“Management is not about managing people… it’s about managing the activity necessary for the business to be successful.”

“Your subcontractors are employees, just in a different format.”

“If you’re closing 100%… you’re too cheap.”

“How can you manage something if you don’t know what’s going on?”

“Financial management is down to the business owner, not the accountant.”

About the host

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Year in Review: Small Business Marketing in a Tough Year

Wed, 17 Dec 2025 06:00:00 GMT

In this episode of Business Made Smarter, Ed Nell and Doug D’Aubrey look back over a tough year for small businesses and the core marketing themes they’ve covered on the podcast. They talk about the real impact of higher employment costs, why some businesses chose to close rather than adapt, and how others used planning, pricing and better marketing to have their best year ever.

Key Takeaways

It’s been a brutal year for small businesses. Increases in minimum wage and national insurance have forced owners to review viability; some have closed, others have had to find tens of thousands just to stand still.

Don’t cut marketing, make it work harder. Slashing marketing is a short-term saving that usually hurts long-term survival. The answer is not “spend nothing” but “spend only on what clearly works”.

Measure and monitor every channel. Track where every enquiry comes from and review monthly. If a channel delivers no leads (like the Yellow Pages example), stop it and redeploy the spend.

Scale with a plan, not blind hope. In a tougher economy you still need to grow, but you must plan it: budgets, marketing, pricing and capacity. Done well, you can cover rising costs and still have your best year.

Organise and re-engage your database. Tag customers in your CRM (by region, status, recency, etc.) and create offers for existing, lapsed and cold contacts. A well-organised database plus smart automation can revive thousands of “cold” leads.

Plan your marketing quarter by quarter. A simple quarterly plan (socials, networking, email, trade shows, seasonal pushes) keeps activity consistent and aligned to when your market actually buys, not when you happen to think of it.

Next year’s focus: small business management and productivity. With people more expensive than ever, 2026’s series will dig into systems, efficiency and getting maximum performance and profit from the team you have.

Best Moments

“You’ve got to find that extra £74,000 just to stand still, so we asked, how are we going to grow as well?”

“Don’t just stop the marketing. Cut the waste, measure the results, and double down on what’s actually working.”

“Your target market isn’t ‘everyone’ – you’re looking for the one spot on the wall where the mud sticks.”

“Next year is all about maximising performance in the business: productivity, efficiency, and, ultimately, profitability.”

About the host

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Trade Shows & Expos: Make Them Pay

Wed, 26 Nov 2025 06:00:00 GMT

In this episode of Business Made Smarter, Ed Nell and Doug D’Aubrey get practical about trade shows and business expos, how to pick the right ones, show up well, and turn footfall into real pipeline. They cover researching organisers and expected attendance, the pros and cons of giant multi-day shows (NEC/Olympia) versus half-day local expos, and why “looking busy” isn’t the goal, booking follow-ups is. From stand design and messaging to on-the-day behaviour and rigorous ROI targets, this is a field guide to exhibiting without wasting time or money.

Key Takeaways

Do your homework first. Check who runs the event, their track record, and ask for expected attendance. Use last year’s figures as a sense-check; as a rule of thumb, expect roughly half of “registered” delegates to actually turn up.

Pick the right scale for your resources. Big national shows (e.g., multi-day NEC/Olympia events) demand bigger budgets and staffing; local B2B expos (often £200–£500 for a half-day) can be ideal for micros and SMEs.

Qualify, don’t collect. Skip the “business-card in a bowl” gimmicks unless your product truly suits everyone. Use a short sign-up form for genuine enquiries; if they won’t fill it in, they’re not interested.

Set hard ROI targets. Total your true cost (stand, travel, staff time) and aim for ~3× return. Example: if the all-in cost is ~£7.5k, target ~£25k in revenue; if an average client is £10k, you need three wins so aim for five solid leads/appointments.

Don’t try to sell on the stand. The goal is to book the next step, get permission to follow up and, ideally, schedule appointments on the spot from your phone.

Best Moments

“You’re paying for a space someone else has marketed hard; make it work for you.”

“If 800 register, expect about 400 to show.”

“Don’t gather cards for the sake of it, get details only from people who care.”

“Put the chairs away, stand out front, read the badge: ‘Hi Peter, what brings you here today?’”

“Don’t sell on the stand; book the appointment and move on.”

About the host

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Networking That Actually Works

Wed, 29 Oct 2025 06:00:00 GMT

In this episode of Business Made Smarter, Ed Nell and Doug D’Aubrey unpack what “networking” really is and why it’s far broader (and more useful) than awkward breakfasts and business-card bingo. They redefine networking as the everyday act of building relationships and creating opportunities, whether that’s at a formal event, on the golf course, at church, or even during a speed awareness course. The focus is mindset over mileage: help first, don’t sell, choose the right room for your market, and measure your return so you can double down on what works.

Key Takeaways

If you talk to people about what you do: clients, friends, club mates, you’re networking; word-of-mouth is networking by another name.

Build “know–like–trust.” People buy (and refer) when they know you, like you, and trust you; relationships, not pitches, unlock introductions.

Do not sell in the room. Networking meetings aren’t for closing deals; they’re for finding collaborators and introducers who’ll open doors to their wider networks.

Fish in the right pool. Match the room to your market (e.g., BNI, Chambers, IoD, sector bodies). If your buyers are at airports, go where airport people are.

Track ROI properly. Count fees plus your time (hourly rate × hours × weeks) against invoiced work generated; aim for at least a 3× return.

Best Moments

“If you’re talking about your business with another human, you’re networking.”

“Don’t go into a networking room to sell, go in to help.”

“Bring a bottle: contribute first, and there’s plenty for everyone.”

“Fish in the right pool; match the network to your market.”

“Never tell the room you’re too busy—referrals will dry up.”

About the host

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Measuring Marketing Success

Wed, 24 Sep 2025 05:00:00 GMT

In this episode of Business Made Smarter, Ed Nell and Doug D’Aubrey cut through the jargon to show exactly how to judge whether your marketing is working. The golden rule: measure marketing on the enquiries it generates, not on closed sales, because conversion is the job of your sales process.

Doug walks through practical ways to track sources (“How did you hear about us?”), keep a simple but consistent log (from clipboard tallies to CRM fields), and review results continuously so you can stop what isn’t working and double down on what is. Expect clear guidance on KPIs, ROI, cost-per-lead, timelines for different channels, and how to manage external marketers like an in-house team.

Key Takeaways

Marketing creates leads; sales creates customers. Judge marketing by the number and quality of enquiries, then assess sales on conversions through your pipeline.

Track the source of every single enquiry. Capture it at the point of contact (web forms with a “where did you hear about us?” field, codes in ads, or simple tick sheets at the till) and report on it regularly via your CRM.

Give channels an appropriate runway: print/magazine ads often need around three months of consistent placement; SEO and social campaigns typically need 3–6 months; direct channels (events/trade shows) should show impact much sooner.

Know your numbers. Aim for a minimum 3× return on investment, and calculate cost per lead so you can compare channels (or third-party lead providers) like-for-like. If the numbers don’t stack up, change the approach.

Best Moments

“Marketing should be measured on leads; sales should be measured on new customers.”

“Monitor and measure so you can manage.”

“You don’t have to spend more; you have to know where to spend to get the right result.”

“Work on at least a three-times return on investment as a minimum.”

About the host

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Building Customer Loyalty

Wed, 27 Aug 2025 05:00:00 GMT

In this episode of Business Made Smarter, Ed Nell and Doug D’Aubrey explore the importance of building customer loyalty, a vital but often overlooked part of long-term business success.

Doug outlines why keeping existing customers is just as crucial as attracting new ones. He introduces the concept of the Customer Loyalty Ladder, which moves from satisfied customers to repeat customers, advocates, and finally raving fans. The episode also looks at how excellent customer service, thoughtful after-sales care, and well-designed loyalty schemes help small businesses keep their clients coming back.

Key Takeaways

The Customer Loyalty Ladder helps businesses understand different levels of engagement, from satisfaction to advocacy, and how to move customers up each rung.

After-sales processes keep the conversation going. Follow-ups and relevant future offers show ongoing care and help increase customer lifetime value.

Loyalty schemes work, even the simple ones. Stamp cards, discounts, or referral rewards can encourage repeat visits and generate word-of-mouth referrals.

Complaints are an opportunity. Handling them well can turn an unhappy customer into a loyal one – and improve your systems for everyone.

Best Moments

“Customer service isn’t something you schedule, it’s part of your business culture.”

“You’ve spent time and money winning new customers, don’t waste it by losing them.”

“A free coffee might not cost much, but if it keeps them coming back, it’s priceless.”

“Customer complaints are your best feedback; they want you to fix it, not leave.”

About the host

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Building an Effective Marketing Database

Wed, 30 Jul 2025 05:00:00 GMT

In this episode of Business Made Smarter, Ed Nell and Doug D’Aubrey discuss the value of creating and maintaining a marketing database for small businesses.

Doug explains why a database is far more than a contact list; it's a powerful tool that helps you get your message in front of the right audience. They break down the steps to building a useful database, choosing the right CRM system, segmenting your contacts for targeted communication, and ensuring you're compliant with GDPR. Real-life examples, from pubs and cafés to pest control firms, show how even small businesses can see big results from smart database marketing.

Key Takeaways

You can begin with a basic spreadsheet. Capture names, email addresses, phone numbers and postcodes. Add new contacts regularly and treat the database as a growing asset.

CRM systems can help you manage contacts, track communication, and automate marketing. Options range from simple platforms like Mailchimp and Capsule to industry-specific or fully customised tools.

Dividing your database by location, client type, or purchase history enables more targeted and relevant marketing. One message doesn’t fit all.

Always follow GDPR rules. Only market to people who have opted in. Responsible data management isn’t just about legal compliance; it protects your brand’s reputation too.

Best Moments

“If you’ve only got 20 people in the audience when you’ve paid for the whole theatre, you’re wasting your time, that’s what happens without a database.”

“Your database is your marketing foundation. Without it, who are you actually talking to?”

“CRM systems aren’t just for big companies. They’re tools to help you work smarter, not harder.”

“Build the habit: add new contacts every week. A database is never finished, it’s always growing.”

About the host

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Scaling Your Business

Thu, 17 Jul 2025 05:00:00 GMT

In this episode of Business Made Smarter, host Doug D’Aubrey is joined by ETC’s Director of Consultancy, Phil Edwards to explore the power of scaling up your business.

Together, they talk about what scaling really means, how it differs from traditional business growth, and how small businesses can increase turnover without drastically increasing overheads. With real-world examples from tech startups to HR consultants and web developers, they demonstrate how automation, outsourcing, innovation, and clever use of resources can help you scale effectively and sustainably.

Key Takeaways

Scaling means increasing output or income without a significant rise in costs or infrastructure, unlike growth, which often involves hiring more people or opening new locations.

Start by assessing your current assets and identifying how you can maximise them—whether that’s tech, time, or existing customer relationships.

From subscription apps to outsourcing and AI tools, technology allows businesses to serve more customers without working longer hours or expanding physically.

It’s not just product-based companies, consultants, developers, and firms in the service sector that can scale by automating tasks, productising services, or leveraging remote support.

Best Moments

“Scaling means growing your business using what you already have, not just throwing more money, people or buildings at it.”

“Your fanbase is gold. They’re the ones who helped you grow, so keep them on side as you scale and evolve.”

“Scaling is great, but if you can’t deliver, the whole thing collapses. Manage it carefully.”

About Phil Edwards

Phil brings a wealth of experience in business development, strategic marketing, and product management, particularly within the consumer goods sector. He has successfully supported businesses in driving profitability through effective sales strategies, team mentoring, and customer-focused marketing plans. His expertise in identifying business weaknesses and turning them into strengths, combined with a strong emphasis on people and implementation, makes him a valuable asset for any organisation seeking growth and direction.

About the host

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Creating a Successful Marketing Plan

Wed, 25 Jun 2025 05:00:00 GMT

In this episode of Business Made Simple, host Ed Nell is joined by Doug D’Aubrey to explore the essentials of creating a successful marketing plan for small businesses. With Doug’s no-nonsense approach, they break down the barriers and myths around marketing strategies, showing that you don’t need a large team or months of prep to start planning effectively. Together, they highlight the importance of simplicity, consistency, and aligning your marketing with seasonal trends and business goals.

Key Takeaways

Keep your marketing plan simple and actionable. It doesn’t need to be complicated. Start by listing what you're already doing and build from there.

Use a calendar-based approach to map out seasonal opportunities, campaigns, and business trends. Think strategically about when your audience is most likely to engage.

Consistency is key. A steady, ongoing presence helps avoid the common feast-or-famine cycle many small businesses experience when they stop marketing once work picks up.

Assign responsibility and check in regularly. If you delegate marketing tasks (including to external providers), ensure they have clear direction and accountability.

Implementation matters more than perfection. A basic plan that gets actioned will always outperform a perfect plan left in a drawer.

Best Moments

“You don’t need a complex, three-week marketing plan. Just start with the basics, it’s about making sure something gets done.”

“Everything in life has a plan, whether it’s shopping or getting to Wembley on time. Why should marketing be any different?”

“If you're struggling with time, just do half an hour of marketing each week. A little consistency goes a long way.”

“Subcontractors aren’t mind readers. You need to guide them just like a member of your team.”

“The best plan in the world is useless if you don’t implement it. Even a mediocre plan, well executed, can transform your business.”

About the host

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Crafting a Strong Marketing Message

Wed, 28 May 2025 05:00:00 GMT

In this episode of Business Made Smarter, Ed Nell sits down with Doug D’Aubrey to discuss the importance of crafting a strong marketing message. Doug explains why a marketing message needs to resonate with your target audience, focusing on outcomes rather than the details of how your product or service works. He shares insights on avoiding common mistakes, the power of a clear Unique Selling Proposition (USP), and how storytelling can enhance your message. Doug also introduces the "So What?" test as a way to refine your message and ensure it delivers value.

This episode offers actionable advice for businesses looking to refine their marketing strategies. Doug shares advice on keeping your message clear, focused on outcomes, and supported by storytelling, which can help your business break through the noise and truly resonate with your target audience.

Key Takeaways

Focus on Outcomes: The message should emphasise what the customer will gain, not just how your product works. The key is communicating the result they will experience.

Avoid Overcomplicating the Message: Doug advises against using jargon and overly technical terms. The message should be simple and clear enough that even a 14-year-old can understand it.

The Power of USP: A well-defined Unique Selling Proposition (USP) helps businesses stand out. It should be included in all marketing communications, reinforcing why customers choose you.

Storytelling: Once you’ve captured attention with your clear message, storytelling can help connect emotionally, sharing real-world benefits and outcomes.

The "So What?" Test: Always ask, “So what?” after delivering your message. If the listener can answer this with a clear benefit, then your message is effective. Otherwise, refine it.

Best Moments

“Focus on the outcomes your customers will experience, not on what you do. That’s the key to getting their attention.”

“Avoid jargon and technical terms. If a 14-year-old can’t understand your message, you’re not there yet.”

“The USP is not just a nice-to-have; it’s a cornerstone of your messaging. Use it everywhere.”

“Storytelling turns your message into something people can relate to. It shows real-world results, not just promises.”

About the host

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How to Develop Your Unique Selling Proposition (USP)

Wed, 30 Apr 2025 05:00:00 GMT

In this episode of Business Made Smarter, Ed Nell sits down with Doug D’Aubrey to discuss the importance of identifying and developing a strong Unique Selling Proposition (USP). Doug explains that a USP is not just about being "different" but also about understanding why customers choose your business over the competition. He shares practical advice on how to uncover your USP by talking to customers, avoiding common mistakes, and using it effectively in your marketing strategy to stand out in a crowded market.

Key Takeaways

Understanding Your USP: A USP is what makes your business stand out and is rooted in why customers choose you. It’s not about what you think makes you different, but what your customers perceive.

The Right Questions: To uncover your true USP, ask your customers why they bought from you in the first place, not just why they continue to do business with you.

Customer Feedback is Key: Use surveys or direct conversations to learn about the decision-making process of your customers.

Avoiding Common Mistakes: Don’t fall into the trap of thinking common qualities (like being "the quickest" or "the cleanest") are USPs. These are often expectations, not differentiators.

Marketing Your USP: Once you identify your USP, it should be the cornerstone of your marketing strategy. Use it prominently in your messaging to attract customers and show why your business is different.

Key Moments

“A USP is not about what you think. It’s about what your customers think.”

“The real value is in understanding why people buy from you, not why they keep buying.”

“Listen to your customers. They’ll tell you the real reason they chose you in the first place.”

“Once you know your USP, make it the centre of your marketing—tell everyone about it.”

About the host

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How Automation and AI Enhance the Customer Journey for Small Businesses

Wed, 09 Apr 2025 05:00:00 GMT

In this episode of the Business Made Smarter Podcast, Doug D’Aubrey and Michele Ibbs discuss the importance of a well-defined customer journey and how automation and AI can streamline business processes. Michele explains how her company, Truly Yours, helps businesses by creating bespoke customer journeys, utilising automation tools such as Go High Level and AI to save time and improve productivity. She highlights the advantages of integrating automation with systems like CRM to enhance customer service and marketing.

Key Takeaways

The Customer Journey is Key: A successful customer journey requires detailed planning and multiple touchpoints, from the initial inquiry to offboarding.

Automation and AI Integration: Implementing automation tools and AI can significantly reduce the manual workload, increasing efficiency and customer satisfaction.

Human Touch in Automation: Automation should feel personal, with tailored messaging that looks human, even when automated.

Optimising CRM Systems: CRM systems like Go High Level allow for better segmentation and automation, but choosing the right system for your business is crucial.

Small Business Advice: For small businesses, starting small and building gradually is the key. Focus on setting up basic processes first and expand as needed.

Key Moments

“The customer journey needs all those little touch points and what I call the fluffies to make sure everything runs smoothly.”

“Automation is great, but it must look human—timing and personalisation are critical to avoid it feeling robotic.”

“APIs are like front door keys, allowing different systems to communicate with each other effectively.”

“Don’t overwhelm yourself—start with small steps and gradually build up your CRM and automation processes.”

“The right CRM can save you hours. But be cautious of free systems that add on costs as you grow.”

About the guest

Michele Ibbs is the founder of Truly Yours and I'm Your PA, specialising in automating customer journeys with AI and CRM systems. With 17 years of experience in call handling, she helps businesses streamline processes, increase productivity, and enhance customer satisfaction. Michele’s expertise in automation, particularly with Go High Level, enables her to deliver tailored solutions that optimise operations and improve client experiences. Find out more: https://imyourpa.co.uk/ & https://www.trulyyours.agency/

About the host

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Organising Your Customers for Better Marketing

Wed, 26 Mar 2025 06:00:00 GMT

In Episode 3 of the Business Made Smarter Podcast, host Ed Nell and Doug D’Aubrey, Founder of Executive Training & Consultancy, discuss the importance of organising customer data to enhance marketing efforts. Doug explains how segmenting your customer base allows for more targeted communication, improved service, and ultimately, greater profitability. Whether you're a small business owner or a growing enterprise, this episode provides actionable steps to help you refine your marketing strategy.

Key Takeaways

Why Customer Segmentation Matters: Different types of customers require different communication styles and marketing approaches. Organising your database helps tailor messaging effectively.

Three Basic Segments: Businesses should start by categorising existing customers, past customers, and prospects. This allows for more relevant and personalised marketing.

Using Technology for Segmentation: CRM systems, Mailchimp, and Facebook Ads allow businesses to refine their audience, ensuring that marketing efforts reach the right people at the right time.

Practical Business Applications: Segmentation helps businesses offer more specific services, such as targeted promotions for returning customers or industry-specific solutions for different client groups.

Avoid Overcomplicating It: Too many segments can become overwhelming. Focus on categories that will genuinely improve marketing efficiency and customer experience.

Key Moments

"The way you talk to different customers should be tailored—just like how you speak differently to family, colleagues, and strangers."

"A flower shop can use segmentation to send Valentine’s Day promotions to male customers, increasing sales strategically."

"If you can identify your most profitable customer segment, you can focus your marketing on attracting more of them."

"Tracking the success of your segmentation efforts is key—if a strategy isn’t working, adjust it or stop wasting resources on it."

About the host

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Understanding Your Customer: The Key to Effective Marketing

Wed, 26 Feb 2025 06:00:00 GMT

In Episode 2 of the Business Made Smarter Podcast, hosts Ed Nell and Doug D’Aubrey explore why understanding your customer is the foundation of effective marketing. Doug explains how identifying your target audience enables you to tailor your messaging, focus your efforts, and maximise marketing success. From creating a customer avatar to tracking changing trends, this episode provides practical insights for refining your marketing strategy.

Key Takeaways

🔹 The Importance of a Target Audience: Marketing to everyone is ineffective. Define your ideal customer to create clear, compelling messaging.

🔹 Building a Customer Avatar: Identify demographics, buying behaviours, and interests to better understand where and how to market effectively.

🔹 B2B vs. B2C Strategies: Selling to businesses requires different marketing approaches than selling to individual consumers—tailor accordingly.

🔹 Review and Adapt: Customer behaviors and demographics change over time. Regularly review your audience and adjust marketing efforts to stay relevant.

🔹 Strategic Partnerships: Understanding your customer helps you identify referral partners and collaborations that reach your ideal audience.

Key Moments

“Marketing without knowing your audience is like throwing mud at a wall—some might stick, but most won’t.”
“A customer avatar helps you understand where your audience shops, what they value, and how to reach them.”
“Even luxury brands like Bugatti don’t market to everyone. They know exactly who their buyers are and target them accordingly.”
“Review your customer base annually—trends shift, and failing to adapt can cost your business valuable opportunities.”

About the host

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Small Business Marketing

Wed, 29 Jan 2025 06:00:00 GMT

In Episode 1 of the Business Made Smarter Podcast, hosts Ed Nell from The Media Insiders and Doug D’Aubrey, founder and managing director of Executive Training and Consultancy, discuss how small businesses can market themselves effectively in a competitive landscape. Doug shares ETC’s 8-step framework for budget-friendly marketing, offering actionable strategies for understanding target audiences, creating clear messages, building loyalty, and refining approaches. Whether you're a start-up or a growing enterprise, this episode provides practical insights to help your business thrive.

Key Takeaways

Marketing on a Budget: Small businesses don’t need big budgets to market effectively. Targeted, data-driven strategies can outperform costly campaigns

Understanding Your Customer: Defining your target audience is critical to tailoring your messaging, products, and services. Start by analysing your current customer base and identifying profitable segments.

Creating a Clear Message: Simplify your communication so a 14-year-old can understand it. Avoid industry jargon and focus on clarity to attract and retain customers.

Building a Database: Maintain a central, organised list of contacts to streamline communication and marketing efforts. Categorise contacts to tailor campaigns, ensuring GDPR compliance when collecting and managing customer data.

Loyalty Matters: Retaining existing customers is more cost-effective than acquiring new ones. Use loyalty programs and excellent service to encourage repeat business.

Regular Monitoring: Continuously evaluate marketing efforts to identify what works. Track the origins of leads to optimise spending and maximise results.

Key Moments

“Understanding who your customer is changes the language, messaging, and channels you use in marketing.”

“Your marketing message should be simple, clear, and free of industry jargon—it needs to speak directly to your audience.”

“Building loyalty is about creating a positive first experience and maintaining strong relationships with your customers.”

“Expensive marketing isn’t always the most effective—track your results to ensure you’re investing in the right areas.”

About the host

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Business Made Smarter Trailer

Mon, 13 Jan 2025 13:24:53 GMT

Business Made Smarter, brought to you by Executive Training and Consultancy Limited, is your go-to podcast for practical, no-nonsense advice to help your business thrive.

Hosted by Ed Nell and featuring insights from Doug D’Aubrey, founder and Managing Director of Executive Training and Consultancy Limited, this series dives into actionable strategies that businesses of all sizes can use to grow and succeed.

Since 2000, Doug has guided businesses with real-world expertise, covering topics like understanding your customers, refining your unique selling proposition, and more. Each episode delivers tools and insights you can apply immediately to elevate your business.

Plus, you can take advantage of a FREE 2-hour Business Review with ETC’s expert consultants to identify goals, tackle challenges, and create a clear plan for growth. Visit https://exec-tc.com/ to book your review.

Subscribe, share, and leave a review to stay connected and keep your business journey moving forward!

Hosted on Acast. See acast.com/privacy for more information.