By Jim James, Host of The UnNoticed Entrepreneur.
Entrepreneurial brothers Elliot and Dominic Chapman helm Chapman Capital, an ambitious holding group steadily acquiring boutique B2B marketing agencies. Each remains independently operated, yet shared oversight precipitates mutual optimisation leveraging relative strengths.
Through aggregating specialised skill sets, Chapman Capital provides comprehensive solutions while avoiding unwieldy consolidation complications stymieing many mergers. Strategic coordination targets enhancing consistency and extracting efficiencies enterprises expect from large-scale partners.
Trust Building in B2B
When advising business clients, Elliot differentiates B2B relationships hinging on trust built via one-on-one dialog from B2C impulse purchases and broadcast messaging. Nuanced networking nurtures connections converting contacts into contracts.
Content fuels commerce by positioning executives as thought leaders. From newsletters to webinars to podcast interviews, multimedia exposure makes memorable impressions. AI assists rendering arduous aspects more automated, but human refinement retains relatability.
Consistency and Authority
Effective outreach requires recognising ideal channels per industry. Dominic stresses fruitlessness expending efforts where decision makers don’t dwell. "Posting on Instagram, Facebook, any of that stuff. Honestly, just don't even worry about it," Elliot asserts. Focus follows relevance.
Moreover, Elliot advocates selecting a single platform rather than diffuse attempts overextending resources. Do one channel exceptionally over many mediocrely. Content should concentrate there consequently, not scattered thinly elsewhere.
Heed such advice when otherwise misdirected marketing misses the mark. One prospective client targeting major corporations still retained a social media agency better suited to B2C. Lacking appropriate alignment risks budget wasted.
Acquisition Communications
Buying brands brings blending balances. Chapman Capital learnt listening following a bumpy first acquisition. Sellers informed their team before introducing new ownership on a call. Employees anxiously awaited layoffs recurring before previous leaders’ resignation. Suddenly meeting unfamiliar faces perpetuated uncertainty.
In retrospect, communicating intentions clearly from the outset is ideal, starting with vision and job security. Information ingesting requires pacing, particularly regarding impactful news. People process personally; patiently afford that respect.
While legal logistics dominate deal-making, eventually addressing individuals integral to success becomes urgent. Otherwise you inherit hands requiring reholding. The Chapmans countered instability immediately instilling confidence convincingly. Buyers who bother bonding through even difficult deals deserve victory.
In Sync, In Step
Co-leadership has advantages, assuming cohesion. As brothers plus business partners, candor comes easier for Elliot and Dominic. By bouncing decisions and airing anxieties honestly, they grant one another grace while upholding professionalism externally. Aligning messaging prevents mixed signals.
They largely split strategising sales, service and staff interactions similarly. One drafts communications then passes to the other seeking iterative improvements. Consistency arises organically without homogenising independent agencies’ cultures. Mutual modulation hones harmony.
Together the Chapmans continue compounding capabilities, embracing employee enthusiasm and customer trust equally. Their insights illuminate avenues amplifying any enterprise’s success. We eagerly await what Chapman Capital conquers next.
