Business
In this episode of E-Coffee with Experts, our host Ranmay chats with Ben Wood, Performance Marketing Director & Partner at Hallam, to unpack what truly drives agency growth in today’s AI-driven landscape.
Ben shares insights from his 15-year journey scaling Hallam into a multi-million-pound international agency, the role thought leadership plays in winning both technical and economic buyers, and why having a strong point of view matters more than ever in a world flooded with generic AI content.
Ben dives deep into the real impact of AI on search, shrinking organic visibility, rising CPCs, and the increasing need for brands to diversify beyond Google. He breaks down how enterprise B2B clients should track pipeline contribution instead of surface metrics, why CRM-to-ad-platform integration is now essential, and how first-party data and contextual targeting remain massively underutilized advantages.
Ben also explains what it takes to grow internationally through proper localization, in-market nuances, and centralised strategy.
If you’re a founder, marketer, or agency leader looking for actionable insights on paid search, international expansion, measurement, and sustainable agency growth, this conversation is packed with takeaways you can use immediately.
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In this episode, we discuss:
00:00 - 01:00: Introduction
01:00 - 02:05: Ben’s Journey Into Digital Marketing
02:05 - 03:20: In-House vs Agency Life
03:20 - 05:10: Thought Leadership & Personal Branding
05:10 - 06:12: The Rise of Generic AI Content
06:12 - 08:15: International Growth & Localization Strategy
08:15 - 10:35: Retaining Enterprise B2B Clients
10:35 - 12:05: CRM Integration & Offline Conversions
12:05 - 14:00: AI’s Impact on SEO, PPC & CPC Costs
14:00 - 15:10: Diversifying Media & Audience Research
15:10 - 16:35: Underused Data Sources & Targeting Mistakes
16:35 - 17:40: Why Search Misses 95% of Buyers
17:40 - 19:20: Saying No to Clients & Protecting Team Culture
19:20 - 21:20: Advice for Young Agency Founders
21:20 - 22:30: Rapid Fire Questions
22:30 - 23:20: How to Connect with Ben Wood
23:20 - 23:37: Final Thoughts
Connect with Ben Wood
https://www.linkedin.com/in/woodben
http://hallaminternet.com/
FOLLOW US
Website: https://www.digitalwebsolutions.com/
Facebook: https://www.facebook.com/digiwebsol
Instagram: https://www.instagram.com/dws_global
LinkedIn: https://www.linkedin.com/company/digital-web-solutions./