On episode 341 of PPC Live The Podcast, I speak to Andrea Cruz, Head of B2B at Tinuiti, to unpack a mistake many senior marketers quietly struggle with: freezing when clients demand answers you don’t immediately have.
The conversation explored how communication missteps can escalate client tension — and how the right mindset, preparation, and culture can turn those moments into career-defining growth.
From hands-on marketer to team leader
As Cruz advanced in her career, she shifted from managing campaigns directly to leading teams running large, complex accounts. That transition introduced a new challenge: representing work she didn’t personally execute day to day.
When clients pushed back — questioning performance or expectations — Cruz sometimes froze. Saying “I don’t know” or delaying a response could quickly erode trust and escalate frustration.
Her key realization: senior leaders are expected to provide perspective in the moment. Even without every detail, they must guide the conversation confidently.
How to buy time without losing trust
Through mentorship and experience, Cruz developed a practical technique: asking clarifying questions to gain thinking time while deepening understanding.
Examples include:
- Asking clients to clarify expectations or timelines
- Requesting additional context around their concerns
- Confirming what the client already knows about the situation
These questions serve two purposes: they slow down emotionally charged moments and ensure responses address the real issue, not just the surface complaint.
For Cruz, this approach was especially important as a non-native English speaker, giving her space to process complex conversations and respond clearly.
A solutions-first culture beats blame
Cruz emphasized that mistakes are inevitable — but how teams respond defines long-term success.
At Tinuiti, the focus is not on assigning blame but on answering two questions:
- Where are we now?
- How do we get to where we want to be?
This solutions-oriented mindset creates psychological safety. Teams can openly acknowledge errors, run post-mortems, and identify patterns without fear. Cruz argues that leaders must model this behavior by sharing their own mistakes, not just scrutinizing others’.
That transparency builds trust internally and with clients.
Proactive communication builds stronger client relationship
Rather than waiting for clients to surface problems, Cruz encourages teams to raise issues first. Acknowledging underperformance — even when clients haven’t noticed — demonstrates accountability and strengthens partnerships.
She also recommends tailoring communication styles to each client. Some prefer concise updates; others want detailed explanations. Documenting these preferences helps teams deliver information in ways that resonate.
Regular check-ins about business roadblocks — not just campaign metrics — position agencies as strategic partners, not just media operators.
Common agency mistakes in B2B advertising
Cruz didn’t hold back on recurring issues she sees in audits:
- Budgets spread too thin: Running too many channels with insufficient spend leads to meaningless data and weak performance.
- Underfunded campaigns: B2B CPCs are inherently high. Campaigns generating only a few clicks per day rarely produce actionable results.
Her advice is blunt: if the budget can’t support a channel properly, it’s better not to run it.
On AI, Cruz cautioned against shallow usage. Treating AI as a simple spreadsheet summarizer misses its broader potential.
Her team is experimenting with advanced applications — automated audits, workflow integrations, and operational efficiencies. She compares AI’s role to medical diagnostics: a powerful assistant that augments expert judgment, not a replacement for it.
For marketers, that means staying curious and continuously exploring new use cases.
The takeaway: preparation and passion drive resilience
Cruz’s central message is simple: mistakes will happen. What matters is preparation, adaptability, and maintaining a solutions-first mindset.
By anticipating client needs, personalizing communication, and embracing experimentation, marketers can transform stressful moments into opportunities to build credibility.
Search Engine Land is owned by Semrush. We remain committed to providing high-quality coverage of marketing topics. Unless otherwise noted, this page’s content was written by either an employee or a paid contractor of Semrush Inc.
