🎙️ Episode Introduction

In this episode of The Eardley Bird, Oli sits down with Phil Hobden, Head of Business Development at Sage and one of LinkedIn’s most active and authentic voices in the accounting tech space.

Phil’s built a loyal following of over 27,000 by being unapologetically human in how he shows up online and it’s paid off. From scaling influence without cold DMs to helping Sage win business through better storytelling, Phil breaks down how reputation, relationships, and relevance beat flashy sales tactics every time.

He also shares a behind-the-scenes look at Sage’s marketing strategy, what “authentic intelligence” really means, and why community always trumps campaigns. Whether you're growing your LinkedIn, building a B2B brand, or selling software into professional services—this one’s packed with gems.

🌟 What You’ll Learn in This Episode

Why human content outperforms sales pitches on LinkedIn

How to grow your reputation without chasing job interviews

The biggest marketing mistake B2B brands make in 2025

How Sage stands out in the AI and software market

Why credibility is easier to lose than gain—and how to keep it

How to build a genuine sphere of influence online

Why “authentic intelligence” is Sage’s not-so-secret weapon

Phil’s top 3 tips to grow a powerful LinkedIn profile

🎯 Key Takeaways

1️⃣ Build your fundamentals before chasing shiny tactics

2️⃣ Human-first content leads to deeper trust and better leads

3️⃣ If you do reputation right, you’ll never need to job hunt

4️⃣ Stop selling—start storytelling with people who care

5️⃣ Your internal champions drive more influence than ads

6️⃣ Commenting is the most underrated LinkedIn strategy

7️⃣ Credibility is built slowly but lost instantly

8️⃣ Go where the fish are, but know how to cast

📖 Timestamps

0:00 From Films to Selling to Accountants: Introducing Phil Hobden!

2:45 Why Work for Sage?

5:22 How Sage stands out in the Market

7:25 Authentic Intelligence: Sage’s Driving Force in the AI Market

10:45 A Day in the Life of a Business Development Manager

13:45 Sage’s Marketing Strategy Secrets

18:02 Building a Sphere of Influence

20:30 How Did Phil Start being Active on LinkedIn

25:02 Be More Human on LinkedIn, here’s why

30:59 Authenticity over Strategy, always

34:00 Grow Your LinkedIn to Over 25,000 Followers with these 3 Tips

41:10 How a Multimillion Pound Software Company Wins Clients

52:28 Connect with Phil Hobden on LinkedIn!

53:20 Outro

📌 Resources & Links

👉 Connect with Phil on LinkedIn: https://www.linkedin.com/in/philhobden/

👉 Learn more about Sage: https://www.sage.com/en-gb/

👉 Book a strategy session with Oli Eardley: https://www.addpeople.co.uk/consultants-oliver-eardley/

🎧 Want to listen on the go?

Spotify: https://open.spotify.com/show/4LlSwyTgQGawxfU50vnUES?si=ceaec797c79f41de

Apple Podcasts: https://podcasts.apple.com/gb/podcast/the-eardley-bird-business-podcast/id1827916980

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💬 Got thoughts on the episode? Email us at eardleybird@addpeople.co.uk

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