In our 2018 Agency New Business Thought Leader Survey Report, Jason Parks, EVP/Managing Director at Barkley asked the following question:

Are you satisfied with the success of your new business plan/program?

As my post title points out, 64% said no. And Jason also asked, “Why do you feel the program has been a success or not been a success?”

In our report we listed some of the responses to this question from your peers, and as a bonus of sorts, I wanted to include a few more that weren’t in the survey:

Not deliberate, no one dedicated to it

Unfocused outreach

Becoming harder to drive opps at the necessary rate to fill the pipeline for Sales.

Not sure we are using the best approach. Identifying the right prospects is a challenge.

In the tech age prospecting has become difficult, very few people respond to emails sent out and even fewer pick-up the phone when called. It’s become more difficult to make connections to the right decision makers.

The last quote bears a bit of examination.

Undoubtedly the influx and pervasiveness of technology have changed the way we prospect, but here are three points to focus on, to make your new business “life” easier and process more effective:

  • You Need To Plan For Multiple Touches: I know, broken record, but you must understand that sending out an email or two is not enough. Minimally you’ll need to plan on 6-8 touches. And while the phone is as challenging as ever, it absolutely still works. You need to plan your process out so that you’re not truly cold calling, which isn’t effective.  Instead, focus your first 2-3 touches on awareness (and value), rather than selling, so that when they’re aware of who you are.
  • Use Every Channel In Concert With Each Other: Don’t focus on only one platform. You must use the phone, email, social (where it makes sense-don’t spin your wheels on Instagram if your prospects aren’t there) and yes, direct mail-which leads to #3. . .
  • What’s Old Is New Again-Yes, snail mail is your friend. Sure, it’s old school, but the interesting thing is, with all the new technology that’s out there, the realm of letters and phone calls have become a more uncluttered space. Use them to your advantage.

And you can hear more from Jason Parks in this YouTube interview on the importance of content segmentation when prospecting, the most effective channels/platforms used to help drive new business programs, and the metrics that determine prospecting success.

 

 

Welcome to a horrifying Halloween edition of “3 Takeaways”, our agency new business video series where we focus on one new business category and give you three takeaways to help improve your new business program.

In this episode, Lee McKnight Jr, VP of Sales at RSW/US, puts on his Cthulhu sweater, summons his courage, and recounts 3 tortuous tales of agency new business terror: “The Client Feedback That Never Was”, “It Came From LinkedIn”, and “The Nightmare from New York”!

Enter if you dare.

LinkedIn Sales Advisors recently sent out findings from their Advisors Community on prospecting lists, and one stat stood out: 78% of sales professionals create or update a list to manage leads and prospects multiple times a week!

RSW/US Director of List Operations, Nicole Bouchard, breaks down the strategy and process behind developing a targeted list of prospects.

Nicole showcases the various tools used to research, build and ultimately verify best contact(s) within a company for outreach.

In this webinar you will:

– Learn best practices on how to focus your efforts

– Review various resources that are available for prospect research

– Get insider examples of effective list building processes

The question has come up a fair amount from agencies we talk with: should we list our capabilities or our services on the prime real estate of our site? The answer may seem obvious, after all, many agencies handle services on their site this way, but once you’ve seen our 10th episode of 3 Takeaways, the answer may not seem so obvious.

 

In our third and final mini-infographic highlighting key takeaways from our 2018 RSW/US-Mirren New Business Tools Report, we focus on the tools agencies are using for prospect business intelligence.

This was a new category for us in 2018 and the results underlined a positive trend we saw throughout the report:

Agencies are taking more time to research and experiment with new business tools.

You can download the infographic here.

I talk about this throughout our 2018 new business tools webinar, not only are agencies telling us they’re putting more times toward the research, but they’re also looking beyond the top 5 tools in each category and exploring tools that aren’t necessarily in the spotlight.

And as our infographic points out, for the first time in our six years of this report, agencies are showing that they’re getting creative.  While not literally “new”, it’s encouraging to read agencies listing investor relations, investor call transcripts and stakeholder interviews as ways to give them an edge in new business.

New business is hard enough to drive on a daily basis, so this higher level of research and experimentation is a trend we hope will continue throughout 2018.

Based on our RSW-Mirren New Business Tools 2018 Annual Report, Lee McKnight Jr, VP of Sales at RSW/US, conducts this webinar.  Our goal was to avoid a recitation of the report, and instead give viewers key takeaways and stats on agency usage of tools, what they find effective (or don’t) and ultimately provide a simple, but effective framework for agencies to follow as they research tools to incorporate into their new business plan.

 

RSW/US’s Lee McKnight with the final video in the “60 Second Series” on our 2017 New Business Outlook Report.

Specifically, we’re talking marketers moving agency services in-house.

Like the increase in project work we saw in our report, this is another trend that’s increasing in 2017.

Nearly 80% of agencies predict their clients will move some marketing services in-house in 2017 — that’s a 23% increase over 2016’s prediction.

What does that mean for your new business program?

The RSW/US 60 second agency new business video series, specifically, talking Project Work.

It’s been a hot topic from our 2017 New Year Outlook Report and with multiple agency principals I’ve talked to. Many agencies are embracing this ongoing trend (no, it’s not new) but just as many marketing services firms are still AOR-centric, and that’s something they need to think about.