In episode 341 of PPC Live The Podcast, I talk to him Andrea CruzHead of B2B at Tinuitiuncovering a mistake many top marketers face: being cold when customers want answers you don’t get right away.
The discussion explored how miscommunications can escalate customer tensions — and how the right mindset, preparation, and culture can turn those moments into career-defining growth.
From a hands-on marketer to a team leader
As Cruz progressed in his career, he moved from managing campaigns to directly leading teams working on large, complex accounts. That change presented a new challenge: representing the work he did not personally do on a day-to-day basis.
When clients pushed back — to ask questions or expectations — Cruz sometimes stopped. Saying “I don’t know” or delaying an answer can destroy trust and increase frustration.
His key observation: senior leaders are expected to give an opinion in the moment. Even without all the details, they should guide the conversation with confidence.
How to buy time without losing trust
Through training and experience, Cruz has developed an effective method: asking clarifying questions to gain time to think while deepening understanding.
Examples include:
- Asking clients to clarify expectations or time frames
- Asking for more context about their concerns
- Confirming what the client already knows about the situation
These questions serve two purposes: they slow down the painful moments and ensure that the answers address the real issue, not just a superficial complaint.
For Cruz, this method was very important as a non-native English speaker, giving him room to process complex conversations and respond clearly.
Solutions- culture first goes beyond suspicion
Cruz emphasized that mistakes are inevitable – but how teams react defines long-term success.
In Tinuiti, the focus is not on laying blame but on answering two questions:
- Where are we now?
- How do we get where we want to be?
This solution-oriented mindset creates psychological safety. Teams can freely admit mistakes, conduct post-mortems, and identify patterns without fear. Cruz says leaders must model this behavior by sharing their mistakes, not just scrutinizing others.
That transparency builds trust internally and with customers.
Effective communication builds strong customer relationships
Instead of waiting for customers to raise issues, Cruz encourages teams to raise issues first. Acknowledging low performance – even when customers don’t see it – demonstrates accountability and strengthens partnerships.
He also recommends tailoring communication styles to each client. Some prefer short reviews; others want detailed explanations. Documenting these preferences helps teams deliver information in meaningful ways.
Regularly checking in on business roadblocks – not just campaign metrics – position agencies as strategic partners, not just media operators.
Common agency mistakes in B2B marketing
Cruz didn’t hold back on the ongoing issues he saw in the audit:
- Budgets are widely distributed: Using too many channels with not enough money leads to meaningless data and poor performance.
- Poorly funded campaigns: B2B CPCs are inherently higher. Campaigns that generate only a few clicks per day rarely produce the results that are possible.
His advice is straightforward: if the budget can’t support the channel properly, it’s better not to use it.
On AI, Cruz warned against shallow use. Treating AI as a simple spreadsheet summary misses its far-reaching potential.
His team is experimenting with advanced applications – automated research, workflow integration, and efficiency. He compares the role of AI to medical diagnosis: a powerful assistant that supplements expert judgment, not replaces it.
For marketers, that means staying curious and constantly exploring new use cases.
The takeaway: preparation and passion drive resilience
Cruz’s central message is simple: mistakes will happen. The key is to prepare, adapt, and maintain solutions—the first mindset.
By anticipating client needs, personal communication, and accepting feedback, salespeople can turn stressful times into opportunities to build loyalty.
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