Business English for marketing teams with US clients
Marketing runs on words: briefs, results, approvals, pitches. Live group classes for agencies and in-house teams in Buenos Aires that work with US clients.
Book a trial classWho it is for
- Digital, performance and creative agencies with US accounts
- Account managers, strategists and project managers who run client calls
- Paid media, SEO, social and email specialists who report results in English
- In-house marketing teams that answer to a US head office
- Freelancers and studios that pitch US brands
Where marketing teams lose ground in English
| Common in our teams | Lands better with US clients |
|---|---|
| The campaign was bad this month. | Results came in below target. Here is what we learned and what we are changing. |
| The client doesn't like the design. | We got feedback on the concept. Can we align on what needs to change? |
| It is not in the contract. | That's outside the current scope. I can quote it as a separate phase. |
| We need the approval. | Could you approve the final files by Wednesday, 12 pm ET? |
| The ROAS is low. | ROAS is at 2.1 against our target of 3. Two tests are running to close the gap. |
Eight pages, one for each part of the job
- 1
Terminology
Ads, SEO, social, email and analytics terms, with meaning and a sentence.
- 2
Client reporting
Run a results call, explain a dip, ask for budget.
- 3
Pitches and creative
Present an idea, take feedback, keep the decision moving.
- 4
Account emails and Slack
Templates for updates, approvals, scope and bad news.
- 5
Paid media
Ads, metrics, budgets and the daily talk between buyer and account manager.
- 6
SEO and content
Audits, briefs, outreach and explaining slow results.
- 7
Social and community
Captions, replies, crises and influencer outreach.
- 8
Email and CRM
Flows, deliverability, lifecycle metrics and analytics.
What your team practises in class
Results calls
- Headline the result first
- Numbers and trends out loud
- Explain a miss without excuses
- Propose the next test
Creative and pitches
- Frame the problem before the idea
- Defend a choice with a reason
- Handle vague feedback
- Ask for a decision
Account management
- Kickoff and weekly updates
- Approval and asset requests
- Saying no to extra scope
- Invoices and renewals
Everyday vocabulary
- Paid, organic and owned media
- Metrics and benchmarks
- Brief, deck, deliverable
- US and Argentine dates and holidays
Questions
- Is this for agencies only?
- No. In-house marketing teams and freelancers use the same material. The examples change with your accounts and channels.
- Do you cover paid media and analytics vocabulary?
- Yes. The terminology page lists the terms by channel, and classes practise them in real client situations.
- Can we practise our own pitch or report?
- Yes. Bring a real deck or report and the group rehearses it and gets corrected live.
- Is it group or 1:1?
- Small groups of 3 to 6 people by level, and 1:1 sessions for people who lead client calls. Details are on the business English page.
Keep going
Want to practise this with Pili?
Book a trial class. She writes back with times in Buenos Aires time.
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