Let’s be real: Everyone wants the big fish. The monster clients with fat wallets and impressive logos. But here’s the kicker—going after bigger clients isn’t just about sliding into their DMs and dropping your rates. There’s a strategy, a shift in mindset, and a whole new level of hustle involved.
I recently caught up with Jordan Choo, Managing Partner at Kogneta, a digital marketing agency that works with franchises and multi-location businesses. This guy’s been through the trenches, moving his agency from working with small, local businesses to landing those whale-sized clients we all dream of. Spoiler alert: It’s not all sunshine and rainbows.
So, What’s the Real Difference Between Small and Big Clients?
Here’s something Jordan said that stuck with me: “When you’re working with bigger clients, you’re not just dealing with one person. You’re dealing with a team, sometimes a whole department. That means more meetings, more layers of approval, and more hoops to jump through.”
That’s the first major difference. Small clients? Maybe you’re just chatting with the business owner or a marketing manager. Bigger clients? Think legal teams, finance departments, and multiple stakeholders. It's a whole different beast.
Problems Big Clients Are Trying to Solve (Hint: It’s Not Just Traffic)
Jordan made it clear that big clients often have big, complex problems. It's not just about driving traffic to their site or boosting brand awareness anymore. Multi-location businesses are dealing with scaling issues, consistency in messaging across hundreds (sometimes thousands) of locations, and data-driven marketing at a massive scale.
Here’s the twist—bigger clients may already be doing a lot of things right. Your job is to show them how to optimize what’s already working and fill in the gaps they’re missing. Jordan said it best: “You’re coming in as the expert to refine the process, not overhaul it.”
Challenges You’ll Face Moving Upmarket
So, what’s standing between you and that six-figure retainer?
Jordan was blunt: “It’s way more competitive upmarket.” The big clients are talking to multiple agencies, and trust me, they’ve heard all the pitches. What sets you apart isn’t just your case studies, but how well you understand their specific pain points.
One thing Jordan shared that’s gold: If you're thinking about moving upmarket, you have to level up your own team and processes. That’s because larger clients demand more—more time, more attention, more expertise.
“You can’t afford to be reactive,” he said. “These clients expect proactive strategies and solutions before they even ask.”
How to Successfully Pitch Bigger Clients
It’s all about the pitch, right? Well, kind of.
According to Jordan, the key is to show you can solve a specific problem. “When you pitch, don’t just show what you’ve done. Show how what you’ve done can directly apply to them,” he said.
Customizing your pitch isn’t optional when you’re targeting bigger clients. They want to know you’ve done your homework. Go deep on research. Show them how their competitors are eating their lunch and how you can help them win it back.
Is Moving Upmarket Right for Every Agency?
Here’s a tough truth: Not every agency is built for big clients.
Jordan said it straight: “You have to ask yourself if you have the bandwidth to handle the level of attention bigger clients need.” Sometimes, small clients are easier to manage and can lead to more consistent revenue. Sure, landing a big client sounds sexy, but if you can’t meet their expectations, that relationship could sour fast.
Takeaway: Moving upmarket is a grind. It’s rewarding, but it’s also risky. Before you make the leap, make sure you’ve got the team, the processes, and the patience to handle the scale.
In a digital world where visibility is everything, GMB Fox ensures your business isn’t just online—it’s the first choice customers make. Let us handle the complexities of digital marketing, so you can focus on what truly matters: growing your business.
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