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3 different approaches to new business
It’s that time of year when ad agencies start scrutinizing their business development results and wondering what to do differently in the coming year. Experts predicted this past year would be a breakout year, but…
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Ad Agency content has one primary goal
Content is a critical tool in every marketing plan, and that includes advertising agencies. Marketers get about 60% through their journey before they make any contact with a potential new agency resource and content is,…
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What’s wrong with my ad agency business development
Many agencies are doing business development the same way they did ten or more years ago. Yet the industry has changed so dramatically. Doing the same thing, the same way over and over again will…
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ICYMI: Driving New Business Through a Great First Impression
Drew McLellan chats with John Heenan Click here to listen to the full podcast What you’ll learn about in this episode: I’ve got some ideas about how you can capture more revenue from your current clients…
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What if you don’t have category experience
video game industry beat a group of well-established B2B agencies to win a Fortune 500 multinational construction and engineering globe giant, as reported by Adweek. How does that happen? Our industry is full of exceptions…
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Forget outbound. Get your inbound working
The success of inbound marketing has always been vexing. But when it comes to ad agencies, the very people who make their clients’ the best content marketers, often fall short. There are two enemies in…
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Hello? Hello? Anyone home?
Every new business pro will reach out to people who don’t know them. Those unsuspecting prospects often wonder why is this person reaching out to me? When you make a cold contact, it is inevitable…
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3 sources of new business to help you grow
There are three primary sources for new business and healthy agencies generally grow in three ways equally. The first is prospecting which accounts for about a third of new revenue. The second is organic growth…
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A very smart CMO nails it
I was talking with a CMO from a well-known and highly respected national brand. At the conclusion of our 30-minute conversation, she told me that while we were talking she received four emails from agencies…
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What’s on your prospects mind
With the increasing clutter in the marketplace, ad agencies will have a harder time getting the attention and time of marketers looking for new resources. Too often our natural inclination is to tell prospects what…
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Marketing automation for business development
It used to be that ad agency business development was a bunch of separate tasks organized in your head, in word and excel, in calendars, post-it notes, scraps of paper and assorted business cards. I…
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Hold on to your clients. Unleash the new business hounds
This survey was originally published in 2016 but is as true today as ever. A survey of more than 500 of America’s top advertisers, maybe one of your clients, was fielded over that summer and…
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Your prospects want to know you
I surveyed marketers, your future clients about their preferences for agency business development. When asked if it is important to be made aware of new agency resources, 51% said it is “very” or “somewhat” important…
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How long does it take to get a new client
I remember when my father loaded us all in the station wagon and off we went to Disneyland. You can imagine the excitement from brother to sister, all seven of us. I, in my usual…
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Content is king in ad agency new business too
We have all heard it time and time again – content is king. Our clients are investing more in content every year. According to Econsultancy and Oracle Marketing Cloud research, 77% of companies are planning…
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Cold calling isn’t dead, but is it right
I’ve seen a lot of chatter recently about the death of cold calling. The phone still works. We all answer calls. Cold calling isn’t dead. It’s simply a matter of whether it is right for…
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The Prospect Opportunity Timeline
Research suggests that only 3% of marketing executives are in the market ready to buy – only 3%. That should have significant implications for advertising agency business development, but too many seem to ignore it.…
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I’m thinking of a number between one and ten
Ever play that game when you were a kid? Well, one of the most frustrating things about ad agency new business development is having to play that game with prospects. “I don’t know what my…
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Dialing for dollars
There is always a lively debate going on in the On Startups – The Community For Entrepreneurs group over at LinkedIn about whether cold calling is effective anymore. Over 285 business development and sales professionals…
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The new way to BD
We all know things change. Over 75% of marketers believe our business has changed more in the last couple of years than in the past 50. The speed of change continues to accelerate, and there’s…