Recently, a client of mine asked me to help him evaluate a lead generation firm he was thinking about hiring. The lead gen firm had sent him an extensive questionnaire so it could gather enough information to create a set of persuasive sales messages. It included questions you’d expect: How do you describe your ideal client? What makes your agency different from competitors? Why do you do what you do?
My client asked me for my advice. Would I assess this firm and tell him what I thought of the questionnaire?
My feedback was that there was nothing wrong with the questionnaire. The question I had for him: Was he was happy with his answers? And, should the lead generator bring him quality leads, did he believe he was prepared to close the business?
I gave my client some advice on how to make sure his investment would pay off. If you’re considering outsourcing lead generation, then it might be good advice for you too. Read more
A couple of weeks ago I got to speak at The Drum’s Pitch Perfect conference, a one-day event devoted to helping ad agencies sharpen their new business skills.
There was some great content presented, and one of the best sessions featured four client-side marketers who graciously agreed to expose their underbellies to us. It’s always a lucky opportunity when we agency folk can ask clients candid questions about what we’re doing right and what we could do better.
In this case, I learned some new things, but mostly I was struck by how little things seem to change. Clients are trying just as hard as we are to stay on top of the constantly-shifting sands of marketing, not to mention the demands of their jobs.
Agencies are perfectly positioned to be a source of a help. So why do they often end up being more of a hindrance?
When I was on staff leading new business teams at ad agencies, I spent many an August working late nights and weekends in overly air-conditioned offices instead of enjoying the lazy, hazy days of summer.
I attributed this spike in new business activity to summer vacations – not mine but the client’s. I imagined the client realizing somewhere in July that the agency search she’d planned to do that year hadn’t started yet. But if she could rally and send that RFP before her vacation started, the agencies that received it would have a couple of weeks to respond while she enjoyed the beaches of Nantucket.
Maybe you spent your summer pitching a lot of business and not resting too much – and I hope that most of those pitches ended successful—but as we move into Q4, you should be focused on two priorities. Read more.
Despite extolling the virtues of brand positioning to clients, many agencies fail to properly develop their own brands.
It’s a classic story of the shoemaker’s children who wear no shoes—a tired proverb, to be sure, but perennially appropriate.
But, we never hear how those children turned out. Did they grow up plagued by chronic foot problems? Did they become adults whom you could dress up but never take out?
Or, is it possible they turned out OK?
I’ve met too many agency CEOs, especially of small to mid-sized agencies, who find specialization such a hurdle (mentally, emotionally and operationally) that they end up not doing anything at all.
Rather than let those agencies languish, I’ve started developing alternative methods to at least help them raise their profiles and pursue clients in a consistent, sustainable way.
In this month’s post, I share some of those methods, and offer a way to determine if being a generalist is worth the investment for your agency.
I’m often surprised by how many ad agency executives ignore their own network of contacts. Somehow, between servicing current clients and chasing after new prospects, these valuable contacts get taken for granted.
Your network is one of the best sources of new business you have, but it needs care and feeding. One way to do this is through a re-engagement campaign.
“But that’s an email marketing tactic,” you might be saying to yourself. And you’d right. But, as I explain in my recent guest post on HubSpot’s marketing blog, you can adapt it to generate new business leads quickly and efficiently. After all, it’s easier converting someone who knows and likes you into a prospect than it is building a whole new relationship.
Sizzle reel. I’ve always hated the term, redolent of steakhouse advertising.
The implication is the reel will dazzle prospective clients through a series of quick cuts and a thumping bass track – all without having to give the viewer any kind of context for what they’re seeing.
Ad agencies that fall into this trap are like Narcissus, gazing at his own reflection. (For those who’ve forgotten the myth, Narcissus was so fixated by his beauty that he lost his will to live and stared at his reflection until he died. A cautionary tale for our business if ever there was one.)
In my latest blog post, I'll give you my top four Dos and Don'ts for creating a great agency reel. Plus, I'll share with you what I think is one of the best agency reels out there (plus the reason why it's not quite as good as it used to be).
It can easily take more than a dozen points of contact before a prospect says “yes.” That means you need a steady supply of content. If you’re like many of the ad agencies I work with, that can be a daunting thought at first. But you’re probably sitting on more prospecting-ready information than you realize and I have a tool to help you draw it out.
Still managing your prospects largely through Post-It notes? Relying too much on a white board (the one that your assistant just erased by mistake) to track your marketing activities?
Time for an upgrade! Check out my recommendations for five indispensable tools for agency new business. They also happen to be widely available, and most are easy to put in place so you can start using them right away.
I talk a lot about why you need to be strategically ready to embark on a prospecting campaign. Your sales efforts aren't going to be successful if you can't communicate to your best prospects why your services are more valuablethan other agency.
But in my latest blog post I shift gears a bit to talk about some practical tools that are important to have in place if you are to support a strong prospecting program. They're tools that are easy to start to use right away and that I've come to consider indispensable.
Still managing your contacts largely through Post-It notes? Relying too much on a white board (the one that got erased by mistake last week) to track your marketing activities?
While both are essential for generating revenue, “sales” and “new business” require paradoxically different skills. Yet, most ad agencies expect their new business leads to excel at both and are often disappointed when they don’t.
This week, check out my guest column in Agency Post examining the important differences between these two skills, and how to determine which one your agency needs more.
"But writing blog posts takes so much time..."
That's what you're thinking to yourself, isn't it. And I agree with you! So, in this three-part series, I’m going to tell you why maintaining a blog is well worth the time.
Part 1: Three great reasons why a blog is one of the most useful things you can do to make your agency’s business development efforts more effective.
And while I really hope you read my post, here's the bottom line: Creating relevant content demonstrates you understand your prospects while also reinforcing your value to them. Merchandise your blog posts in the right way and you'll fire up your marketing, sales and PR efforts.
What's a "brand-centric consumer catalyst" anyway?
My last blog post tossed around the notion that it’s almost impossible for a full-service ad agency to have a completely unique selling proposition, so it's understandable that many agencies veer the other direction and try to be all things to all people. I think this stems from a fear of losing out on opportunities by being too specific, but in fact I’d wager that the opposite is true. The more you can articulate who you truly are, the more easily the right prospect will find you and the wrong prospects will avoid you.
Made Movement in Boulder, CO is a great example of an ad agency that's boldly put a stake in the ground. With clients like Seventh Generation and Church's Chicken, it seems to be paying off.
There's a lot to be learned from Made's approach -- check out my latest blog post.