A Video: Mark O’Brien of Newfangled on Marketing Automation and the Lead Generation Ecosystem
Our Agency New Business Thought Leader panel generated a wealth of insight.
Hopefully, you’ve had the chance to see the 2016 RSW/US Thought Leader Report, and related blog posts*.
In addition to providing questions and advice for the survey, each of the six participating Thought Leaders generously shared time for a more in-depth interview around the area of agency new business that their section of the survey presented.
My interview with Mark O’Brien, CEO of Newfangled, centered on questions he posed for the survey about use of Marketing Automation.
Consider as you watch the interview that 51% of survey respondents indicated they have considered acquiring a Marketing Automation platform with roughly 35% using one for agency new business.
Although the usage number may sound low, last year’s Mirren – RSW/US Tools and Technology report showed that Market Automation was one of the fastest growing categories of agency new business tools over the prior year, with reported usage rising 22% between 2014 and 2015.
Following are just a few of the interesting ideas Mark offers in the interview:
- Agencies are notorious for looking for silver bullets for new business development.
- Marketing Automation is but one tool in a lead generation ecosystem.
- In agency new business, an effective solution – no matter how hard it is – will always be easier than the sum of ineffective solutions.
Learn about these ideas and more in my interview with Mark O’Brien. It runs almost 30 minutes, so settle in with a cup of coffee, or watch it over lunch.
Listen to Mark’s recommendations for forming the strategy that is right for your firm – THE EFFECTIVE SOLUTION – for your new business success.
*See Thought Leader Blog Posts below:
Mark O’Brien: No Silver Bullets for Agency New Business
Blair Enns: The Only New Business Indicator That Matters
Jay Baer: Account-Based Marketing –What’s in it for Agency New Business?
Michael Gass: Fish Away from the Boat
Peter Caputa IV: Differentiate and Articulate – Emphatically
Tim Williams: Agency New Business Success is NOT about LOCATION!
Mark Sneider
Mark is a 30-year veteran of the consumer packaged goods, advertising, and marketing service industry. Mark started his career at DDB Needham in Chicago prior to earning his MBA from the J.L. Kellogg Business School at Northwestern where he majored in Marketing and Economics. Prior to starting RSW/US in 2005, Mark was General Manager for AcuPOLL, a global research consultancy. Sneider worked in Marketing for S.C. Johnson and KAO Brands. Sneider has been invited to speak at numerous Agency events and network conferences domestically and internationally including the 4A’s, Magnet, NAMA, TAAN, and MCAN. Sneider has been featured in prominent industry publications including Adweek, Media Post, e-Marketer, and Forbes. When not working (which often seems like not often), Mark likes to run miles, go to church, and just chill with a hard copy issue of Fast Company.
