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What do prospects want
It’s not an easy question to answer. In fact, 95% – 98% don’t want anything, at least not right now. Better said, don’t want anything when you try to reach them. Marketo says that only…
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Do you know who your audience is
It seems like a funny question to ask an ad agency. After all, agencies are in the business of defining target audiences for their clients. Agencies rely on well-articulated criteria that guide almost everything they…
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3 signs you are not ready to prospect
Agencies must prospect for new business if they want to stay in business and grow. Some say they don’t. Leads and opportunities come through their network, friends, past clients, and other sources. Others say they…
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Welcome to the Prospecting Matrix
Two of the most significant barriers to ad agency new business success are time and resources, and this past year has made those barriers even worse. No matter how an agency handles new business, it…
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The Anatomy of a Win
The Anatomy of a Win Ad agency business development is anything but predictable. On any given day, you have a list of prospects and go about the work of getting their attention, demonstrating value, and…
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Are you using intent data in your prospecting
According to an Adweek survey fielded Oct – Nov 2020 among 70 brand marketers, 41% said they plan to retain their agency/agencies, 31% said they plan to make changes to their roster, and 22% weren’t…
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Consider this in your prospecting strategy
As you hunker down to finish out the year with whatever success you can muster, you’ve also got to plan your business development strategy for 2021, incorporating all the changes that have occurred since the…
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What are the barriers to new business today
A rhetorical question. What isn’t a barrier? The pandemic’s impact has reverberated through all aspects of the agency. From people to partners, payment to profit, and everything in between, the results are devastating. Many have…
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Do these 3 things right now
Your top priority must be to reach more prospects and quickly find those looking for new ideas, new resources, and new agencies. If you were working 10, 50, or 100 prospects before, the Ad Agency…
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Get new clients in a post-Covid world
2020 started with the promise of a robust economy, businesses, brands, and consumers would thrive. With historic stock market gains, lowest unemployment, record sales across the board, ad agencies expected a terrific year. And then…
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Everything has changed, and nothing has changed
Does it seem that every time your agency achieves momentum and things begin to click, then boom! Another setback. Market corrections, Industry downturns, the 2007 recession, and now Covid. Boom! You can’t catch a break.…
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Yes, you should be prospecting now
These are surreal times, yet we are starting to see signs of improvement and hear the experts discuss how and when to open back up. As crass as it may sound, how can your agency…
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I’m working from home
Working from home is now the new normal. It used to be a guaranteed path to obscurity within the corporate world. Then it became a trendy option and a growing number of experts started touting…
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Are you missing 2 of the 3 channels of agency growth
Many people think that cold prospecting is the only agency growth strategy. Unfortunately, response rates from prospecting have been declining for years. Win rates are low. The investment in people and pitches is high, and…
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Reaching prospects is getting harder
When I talk to ad agency leaders about their new business struggles, I hear things like in and outbound marketing, cold calling, referrals, pipeline, and many other tactical challenges. There is no doubt agency business…
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Influencer Marketing for ad agency new business
Marketers say the first thing they do when considering a new agency resource is to ask friends and colleagues for recommendations. Wouldn’t it be great to have some influence on those discussions? Wouldn’t it be…
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How to create great content for your agency
Content will continue to be one of the top marketing tactics, and it should be for agencies as well. How can agencies create lots of good content to market themselves effectively? It seems to be…
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I’m too busy to prospect
I help agencies improve their business development and acquire new clients and better clients. Typically, agencies get to a point where their lead sources dry up, inquiries disappear, RFPs stop coming, and people sit idle.…
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Why is ad agency business development different
An agency is no different than any other business. It exists to make a profit. As such, business development or sales is no different than other company – in theory. In practice, it is much…
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Does LinkedIn Work for New Business
I was looking at an agency’s Google analytics to see their traffic sources, LinkedIn in particular. In the past 12 months, they got about 52 referrals from LinkedIn. Of those 52, 16 might be valuable…