Peter Caputa IV, Vice President of Sales at HubSpot, offers a truth that may hurt:

“Most agencies aren’t doing a good job at Inbound; they only have their toes in the water,” comments Peter, as he considers the use of Inbound for agency new business.


Peter Caputa

Ideally you’ve had the chance to see the 2016 RSW/US Thought Leader Survey Report, and Peter’s contributions to it by way of survey questions and advice.*

As an industry expert on Inbound Marketing, Peter sees great potential for most agencies to strengthen their new business programs by getting a better harness around the power of Inbound.

Aside from the new business opportunity, Peter emphasizes agencies need to “practice what you preach”.   Clients may under-value the power of Inbound for their own marketing communications strategies, if their agency is not using it for their own purposes.

Peter provides an analogy:  “you wouldn’t buy a designer suit from a guy wearing a tacky one.”   Likewise, marketers expect their agencies to market themselves effectively, strategically utilizing tools they recommend.

Along with these thoughts, Peter presents what he sees as “Table Stakes” – must-have capabilities for agencies to succeed in the competitive agency new business game:

  • Comprehensive Inbound strategy and campaign components
  • Expertise in leveraging marketing software
  • Ability to deliver ROI
  • Being process driven

Watch the post-survey interview I conducted with Peter, and consider how your agency measures up against these “Table Stakes”.

*See Thought Leader material and related resources below, including blog posts, interviews and a webinar:


Blog Posts

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 O’Brien: Marketing Automation and Agency New Business

Blair Enns:  Have a Polarizing Point of View

Michael Gass:  Lose Your Fear of Positioning



Inbound Cannot Live Alone – Agency New Business Webinar

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.