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As automated outreach floods inboxes and AI handles more of the sales process, the agencies winning new business aren't the loudest, they're the most human.

In this episode of Social In 10, we're joined by John Schumacher, Founder of Kindling, to explore what genuinely human business development looks like today. John shares what separates thoughtful prospecting from generic lead generation, why relevance is fast becoming a greater competitive advantage than scale, and how agencies can identify the right trigger moments to start conversations that feel timely and valuable rather than purely transactional.

He also looks at where human relationships will become even more important as AI continues to reshape marketing and sales… and what that means for the agencies that want to keep winning.

Want to be featured on the pod? Drop us a voice note on Instagram at @GiraffeSM.

About Giraffe Social’s Social in 10 Podcast

Giraffe Social is a multi-disciplined digital marketing agency specialising in social media marketing based on the South Coast of the United Kingdom. We work with a wide range of industries, spanning from Fintech and L&D, to Beauty and Retail.

Social in 10 is a weekly podcast about all things digital marketing. We discuss all the things social media managers want to know, including the latest platform updates, emerging trends, campaign ideas, and best practices to help you stay ahead of the curve. Whether you're managing multiple clients or growing your brand in-house, each episode is packed with actionable insights… all delivered in under ten minutes.

Hosted by the Giraffe Social team, this is your fast, fun, no-fluff guide to making sense of social. New episodes every week, so tune in and level up your marketing game!