How to Scale Your B2B Agency - An Honest Chat with a 10-Year Agency Founder
Episode Summary
In this episode Building in Public with David Ellis, we interview Olly Fawcett, Founder and CEO of 303 London, a creative and performance marketing agency.
We dive into 303 London’s 10-year journey, discuss the integration of creative and performance marketing, and share strategies for client acquisition in the ever-evolving digital space.
True to the Build in Public approach, Olly doesn’t sugarcoat anything. If you want a real look behind the scenes of running an agency, with all the lessons and hard truths along the way, this is the episode for you.
Olly Fawcett Profile
Known for his candid, no-nonsense approach, Olly is deeply honest about the challenges of running and scaling a business.
He started 303 London with a focus on content creation, but over the years, he’s evolved the agency into a hybrid model that blends creative and performance marketing to drive results for premium and luxury brands.
Throughout his decade-long journey, Olly has experienced the highs and lows of rapid growth, learning valuable lessons along the way about scaling too quickly, maintaining company culture, and navigating the increasing competition in the agency world.
He’s passionate about the importance of quality creatives in advertising and believes in a practical, omni-channel approach to client acquisition. Whether he's sharing insights about winning clients through Instagram DMs or the hard truths about agency life, Olly brings a grounded, transparent perspective to the world of marketing.
10 Key Take-Aways (This Is An AI Generated Summary)
1. How did 303 London evolve over the past decade, and what inspired its growth?
Olly shared the journey of starting 303 London in 2013, initially focusing on content creation for theatre productions.
Over time, the agency expanded into creative and performance marketing. The shift came from recognising that blending high-quality creative with performance-driven strategies was the key to long-term success.
Olly emphasised that the ability to adapt to market demands while maintaining a strong creative vision has been crucial for their growth.
2. What client acquisition strategies are most effective for agencies today?
According to Olly, an omnichannel approach is essential for sustainable client acquisition.
While cold emails, referrals, and in-person events are all effective, the key is combining them for maximum impact. He stressed that no single channel should be relied upon exclusively; instead, agencies should diversify their outreach and ensure they consistently show up in multiple places where potential clients are engaging.
3. How do you successfully integrate creative content with performance marketing?
Olly explained that creative is the most important variable for successful advertising.
He believes that while performance metrics and data-driven strategies are vital, they need to be supported by strong creatives.
The agency has focused on building a seamless ecosystem where creative assets fuel both organic and paid campaigns, ensuring that content connects with the right audiences in a meaningful way.
4. What challenges do agencies face in today’s competitive landscape?
Olly highlighted the increasing competition in the digital agency space, with more agencies emerging post-COVID.
He explained that clients now have more options, making it harder to stand out. To overcome this, he emphasised the importance of delivering exceptional service and not over-promising on what can be achieved.
By staying true to their values and delivering consistently, agencies can navigate this crowded market.
5. How can B2B companies use LinkedIn to boost client acquisition?
Olly agrees that LinkedIn is an invaluable platform for B2B businesses, particularly for retargeting.
We discuss using LinkedIn ads to stay visible to potential clients who have already interacted with your brand. The focus should be on non-salesy, value-driven content like case studies and thought leadership pieces to build trust and maintain top-of-mind awareness.
6. What are the biggest challenges of scaling an agency too quickly?
Reflecting on his own experience of rapid growth, Olly discussed the pitfalls of scaling 303 London too quickly.
He noted that growing too fast can lead to a breakdown in company culture, inefficient onboarding, and a diluted sense of identity. The lesson: scaling needs to be done at a sustainable pace, with a focus on maintaining the core values that made the agency successful in the first place.
7. What are your predictions for the next 6 to 12 months in the marketing industry?
Olly predicted that content quality will become even more important, with businesses needing to create content that truly resonates with their target audience.
He also forecasted a potential decrease in the number of agencies, as those that can’t differentiate themselves may struggle to survive.
However, he sees great opportunities for those who can master content marketing and client relationships.
8. How do you create ads that don’t feel like ads?
Olly stressed that audiences are becoming increasingly resistant to traditional, sales-heavy ads.
To break through the noise, businesses should focus on creating content that feels authentic and provides value.
Whether it’s user-generated content, behind-the-scenes glimpses, or storytelling-driven campaigns, the goal should be to engage the audience without coming across as overly commercial.
9. What’s the biggest challenge you’ve faced as a founder?
For Olly, the toughest challenge as a founder has been managing the complexities of rapid growth while maintaining the culture and identity of his agency.
He admitted that there were times when he felt out of control, with too many new hires and not enough structure. The experience taught him the importance of scaling sustainably and prioritising the well-being of both the team and the business itself.
10. What advice would you give to someone starting a marketing agency today?
Olly’s advice for aspiring agency owners is simple: don’t rely on one acquisition channel, stay focused on delivering quality work, and be patient with growth.
He emphasised the need for a diversified client acquisition strategy, a strong creative offering, and a commitment to building long-term relationships with clients.
Chapters and Time Stamps
[00:00] – Introduction and Background of 303 London
David welcomes Olly Fawcett, who introduces himself and shares the story behind founding 303 London in 2013. They discuss the agency’s growth and evolution over the past decade.
[07:24] – The Evolution of 303 London: Creative & Performance Marketing
Olly explains the importance of integrating creative and performance marketing and how 303 London became a hybrid agency focusing on both areas.
[13:60] – Client Acquisition Strategies: Omni-Channel Approach & Overcoming Challenges
David and Olly dive into the importance of an omni-channel approach to client acquisition. They talk about cold emails, referrals, in-person events, and the role of organic marketing.
[18:51] – The Impact of Increased Competition in the Agency Market
The discussion shifts to the growing competition in the agency world and how it affects client acquisition and retention.
[25:07] – Effective Channels for Client Acquisition: In-Person Events & Referrals
Olly shares insights on the power of in-person events and referrals in maintaining long-term relationships with clients.
[28:59] – Harnessing the Power of LinkedIn for Organic Marketing
The conversation turns to the effectiveness of LinkedIn as a platform for organic marketing, especially for B2B businesses.
[29:16] – Retargeting on LinkedIn for B2B Companies
Olly emphasizes the importance of retargeting on LinkedIn and how it helps B2B companies stay top-of-mind for potential customers.
[30:08] – Challenges of Scaling Too Quickly
Olly reflects on the difficulties of rapid scaling and the lessons learned about maintaining company culture and managing growth effectively.
[31:07] – Winning Clients Through Instagram DMs
Olly shares a personal anecdote about acquiring a major client through Instagram DMs and the changing landscape of social media client acquisition.
[33:16] – LinkedIn's Evolution and the Top Voice Badge
We discuss LinkedIn’s evolution as a platform and the significance of receiving the Top Voice badge.
[34:24] – LinkedIn as a B2B Platform
Olly talks about the strengths of LinkedIn as a B2B marketing platform and how businesses can leverage it for growth.
[36:14] – Creating Ads That Don’t Feel Like Ads
They delve into the idea of creating ads that resonate with audiences and don’t feel overly commercial, a strategy that’s proving effective in the current digital landscape.
[37:09] – Lessons Learned from Scaling Too Quickly
Olly goes deeper into the challenges he faced during 303 London’s rapid growth phase and how scaling too quickly can impact both values and identity.
[40:57] – The Challenges and Rewards of Being a Founder
We reflect on the pressures founders face, the importance of self-care, and the balance between maintaining a successful business and personal well-being.
[45:23] – Understanding the Startup Environment as an Employee
Olly shares his thoughts on the importance of employees understanding the unique challenges of working in a startup environment and how it differs from more established companies.
[53:11] – Predictions for the Next Six to Twelve Months
Olly provides his predictions for the future of marketing and agencies, focusing on the importance of attention-grabbing content and the potential decrease in the number of agencies.
subtle approach keeps B2B businesses at the forefront of clients' minds while avoiding aggressive sales tactics.
Building In Public with David Ellis
Building in Public with David Ellis features interviews with B2B founders, where they openly share their entrepreneurial journeys - highlighting the lessons they’ve learned, the money they’ve invested, and the results they’ve achieved.
I sit down with founders, CEOs, and experts to dig into the real stories behind their growth, challenges, and successes. It's all about sharing real numbers and the stories behind them.
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