Every good agency new business program starts with smart, useful intelligence.
The problem with most new business resources is that everybody has access to them. And they all use the same data to “predict” changes in the marketing world.
Or they re-purpose existing information about things like public RFPs. These can attract the likes of 100’s of agencies for a single search.
Key to success in the world of intel is finding resources that are limited in availability and rich in potential.
Also key is making sure the activity of research doesn’t require much of the New Business Director’s time. New Business Directors need to stay focused on the activity of outreach for your agency.
At RSW/US we utilize a number of different sources to assist our New Business Directors better the manner in which they go to market.
Each program has a dedicated Account Executive who is responsible for researching prospects and gathering intel to help the New Business Director reach out in a more relevant and meaningful way. They turn to daily reports on new hires across industries that can be a harbinger for agency change. They use our own, customized web-based program to efficiently scrape for news about individual prospects and companies so they can reach out with relevancy.
And one of the most important tools they use is only available to RSW/US, due to the unique nature of our business structure.
In 2010, we started RSW/AgencySearch – a uniquely modeled agency search firm. Every week we push out content about finding new agencies to 50,000+ marketing and other decision makers.
Every week, marketers engage with our content.
Since 2010, we have managed over 35 searches – all initiated by the marketer reaching out to us after reading our content. We have also had conversations with 100’s of other marketers that have started searches on their own – after reading our content and then deciding they could manage the search on their own.
This early access view into the mind of the marketer is our weapon that no other firm has.
Every week our New Business Directors have direct access to this data and use it to reach out to potential marketing prospects. In 2016 we helped our clients close 61 pieces of business, ranging in size from $250k to $3.5M.
So while all these packaged resources are good, many agencies have access to the same data. Having tools that can expedite intel-gathering (both human and tech-driven) and having an early view into the mind of the marketer, is what’s going to help you win.
Author: 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.