AI Noise vs Authenticity: How One Consultant Beat 206 Competitors

02/19/25 • 18 min

In this episode of the Consultancy Growth Podcast, Craig Herd and Clive Griffiths dive deep into the evolving role of AI in consultancy marketing and sales. They explore the challenges and consequences of mass AI-generated outreach, the importance of authenticity in marketing, and the future shift towards personalised, human-centric interactions. Listen in for insights on cutting through the noise, standing out in a crowded market, and leveraging AI as a research tool rather than a spam engine.
Host: Craig Herd
Host: Clive Griffiths

Key Topics Covered

The evolution of AI in marketing & sales.
The dangers of mass AI-driven outreach for consultancies.
The power of authentic, personalised marketing strategies.
How a thoughtful gift secured a meeting vs 205+ competitors.
The future of sales: Human connection vs. AI-generated content.
Leveraging AI for research & insight generation.
Why consultancies need to lead with value.

Episode Highlights & Resources

AI in Marketing & Sales: Game-Changer or Brand-Damager?

AI enables high-volume, personalised outreach but at what cost?
How mass AI-driven emails can damage consultancy brands.
The value of a finite market and lasting relationships.

Case Study: Personalised Gift vs. 206 LinkedIn Comments

An HR consultant used a unique approach.
The follow-up email that sealed the deal.
How personalisation beats mass outreach every time.

The Future of Sales & Marketing in Consultancy

AI is increasing digital noise.
A resurgence in relationship-driven marketing.
Your prospects' unconsidered needs.
How to Leveraging AI while maintaining a human touch.

Related Episodes & Resources

Consultancy Growth Podcast: Episode 3 Podcast recommendation.
The Challenger Sale – Book recommendation.
RAIN Group Study – Research on why buyers buy.

Key Topics Covered

The evolution of AI in marketing & sales.
The dangers of mass AI-driven outreach for consultancies.
The power of authentic, personalised marketing strategies.
How a thoughtful gift secured a meeting vs 205+ competitors.
The future of sales: Human connection vs. AI-generated content.
Leveraging AI for research & insight generation.
Why consultancies need to lead with value.

Episode Highlights & Resources

AI in Marketing & Sales: Game-Changer or Brand-Damager?

AI enables high-volume, personalised outreach but at what cost?
How mass AI-driven emails can damage consultancy brands.
The value of a finite market and lasting relationships.

Case Study: Personalised Gift vs. 206 LinkedIn Comments

An HR consultant used a unique approach.
The follow-up email that sealed the deal.
How personalisation beats mass outreach every time.

The Future of Sales & Marketing in Consultancy

AI is increasing digital noise.
A resurgence in relationship-driven marketing.
Your prospects' unconsidered needs.
How to Leveraging AI while maintaining a human touch.

Related Episodes & Resources

Consultancy Growth Podcast: Episode 3 Podcast recommendation.
The Challenger Sale – Book recommendation.
RAIN Group Study – Research on why buyers buy.

Previous Episode

Use This Old School Strategy To Land £100,000 Projects In 2025

How do you secure meetings with senior executives without relying on cold emails, expensive paid ads, or personal introductions?

In this episode, Clive Griffiths shares the precise strategy that landed him a meeting with a Times 100 CEO, and how you can apply the same principles to connect with decision-makers at the highest levels.

We discuss:
- Why most outreach methods don't work with the best prospects.
- The "Shock & Awe" approach to cutting through the noise.
- How to turn a gatekeeper into your champion
- The 'lumpy mail' strategy that can unlock major opportunities.
- The critical mistake most people make once they get the meeting.

If you’re looking to build real, high-value relationships with top-tier clients, this episode provides a proven framework you can start using today.

🎧 Listen now and put it into action.

Next Episode

Why 90% of Consultancies Never Scale (And How to Be the 10%)

Host: Craig Herd

Most consultancy founders are stuck in a dumb loop. You start out hustling, doing everything yourself—winning deals, handling clients, hiring, marketing, even buying the office biscuits. Then you grow, hire people... and somehow still end up doing everything. Sound familiar?

In this episode, Craig breaks down why founders get trapped as Mr Everything, why hiring more people won’t fix it, and the real way to escape the grind. If you want a business that runs without you, this is the episode you need to hear.

Key Topics Covered

🔥 Why you’re stuck running everything.
⚠️ The myth that hiring will solve all your problems.
🛑 Being the bottleneck is killing growth.
📈 The reason your consultancy isn’t scaling.
🔧 The first system to build.
💰 Founder closed £36K deal while golfing.

Episode Highlights & Resources

The ‘Mr Everything’ Trap: Why Founders Get Stuck

You’re running everything—sales, delivery, ops, hiring, admin.
More team members? More problems.
This is the opposite of freedom.

How to Escape: Systemise Everything

If your consultancy only works when you’re working.
The secret? Removing yourself from client acquisition.
You don’t need to be the rainmaker.

The Goal: A Business That Runs Without You

If you're the business, it’s not sellable, scalable, or sustainable.
Stop being the bottleneck. Stop doing everything.
Systemise client acquisition, build leverage, and reclaim your time.

Related Episodes & Resources

📖 Built to Sell – A playbook for creating a business that runs itself
📖 The E-Myth – Why most small businesses fail (and how to avoid it)

If you’re tired of being Mr Everything and want to actually own a business (not just a job), listen to this episode and start making the shift today.