Sept. 2, 2025

EP.45 – Building Relationships, Not Just Pipelines: Christian Banach on Agency Growth

EP.45 – Building Relationships, Not Just Pipelines: Christian Banach on Agency Growth
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Season 1

In this episode of Retained Trust, host Karl Hughes speaks with Christian Banach, a growth consultant for marketing agencies with a background that spans concert promotions, celebrity events, and enterprise sales. Christian shares how he started an events agency in high school and grew it into a 15-year business working with artists like Lady Gaga and Pitbull. He explains how those early lessons in relationship-building now inform his agency consulting work. The two explore how founders can build predictable deal flow, what it means to niche intentionally, and why long-term business development strategies outperform quick wins. Tune in for tactical advice on becoming the go-to partner in your niche.

Key Points From This Episode:

[00:00:0] Christian Banach shares how he started an events business in high school that grew into a celebrity-focused agency.


[00:03:31] A marketing agency engagement sparks Christian’s pivot into experiential and event marketing.


[00:04:47] Transition from concert promoter to business development expert in marketing agencies.


[00:06:21] Relationship-building as a growth lever — and how Christian got access to A-list celebrities.


[00:09:54] Why deal flow has slowed for many agencies and how to proactively address it.


[00:11:46] The danger of relying too heavily on referrals to drive new business.


[00:13:07] Importance of narrowing your agency’s focus to specific problems and audiences.


[00:15:29] Overcoming the fear of specialization while still leaving room for flexibility.


[00:17:39] Building a target account list and identifying ideal client profiles.


[00:20:18] Creating thought leadership content with original research to drive brand awareness.


[00:23:15] Tactical breakdown of how to conduct industry surveys and leverage them for outreach.


[00:25:02] Why long-term marketing is essential—and why short-term hacks don’t scale.


[00:28:16] The challenge of connecting with the right decision-makers in large organizations.


[00:30:17] Using multi-touch engagement and content to reach both influencers and buyers.


[00:31:08] How roundtables and virtual events can act as powerful lead-generation tools.


[00:33:05] Understanding what your prospects want beyond just your service offering.


[00:34:36] The reality of founder-led sales in early-stage agencies.


[00:36:04] Splitting the roles of lead generation and deal closing for better efficiency.


[00:37:53] Recommended budget for agency sales and marketing spend (8–12% of revenue).


[00:40:59] Risks and strategies around ownership of client relationships as you scale.


[00:43:22] How agencies can grow existing accounts through proactive ideation and internal marketing.


[00:47:12] The value of rediscovery calls and virtual face time with clients.


[00:48:32] Christian’s book recommendation: Winning Ugly by Brad Gilbert, and how it shaped his mindset.


[00:51:13] Final thoughts on resilience, persistence, and taking action to grow your agency.


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