Summary of new tools and techniques to help agency new business development teams succeed. Creative Agency Secrets sells leads to agencies in Brands Seeking Agencies weekly blog post.

1. What’s
new
in
biz
dev?

2. 7
Key
elements
of
new
business
strategy
• Inbound
marke-ng
-­‐
Capture
and
track
leads
• Content
marke-ng
–
editorial
plan
• Social
media
–
growing
presence
• Plan
how
to
build
rela-onship
between
awareness
and
purchase
• Mul--­‐touch,
nurturing
campaigns
• Re-­‐marke-ng
• Demand
genera-on
and
automated
marke-ng
–
autoresponders

3. Pitching
is
going
out
of
fashion
Crowdsourcing
and
freelancers
–
Victor
and
Spoils
Low-­‐value
projects
not
put
out
to
tender
Need
for
brands
to
have
a
range
of
agencies
on
roster
with
diverse
skills
E-­‐Auc-ons
and
procurement
driving
down
margins
[IBM
Emptoris,
Ariba]
Poorly
run
pitches
discourage
quality
par-cipants
-­‐ High
number
of
agencies
on
the
pitch
list
-­‐ Too
liOle
-me
given
to
respond
to
pitch
-­‐ No
budget
allocated
to
brief
-­‐ Increasing
number
of
hoops
-­‐ Addi-on
of
‘reverse
auc-on’
step
Good
prac-ce
pitching
guidelines

4. Inbound
Marke@ng
Tools
to
drive
brand
engagement
Pop
ups
and
light
boxes
Searchable
URLs
Commen-ng
on
others’
blogs
and
newspaper
websites
Reverse
IP
Lookups
Give
away
your
exper-se

5. How
to
build
credibility
for
your
exper@se
• Show
off
• Give
away
your
advice
(Xero,
Technora-
Media)
• Use
the
media
in
which
you
are
expert
• -­‐
an
app
developer
who
doesn’t
have
an
app
• -­‐
a
direct
marketer
without
a
mailing
list
• -­‐
a
digital
agency
who
doesn’t
blog
• -­‐
a
PR
agency
who’s
not
in
the
press
• Be
very
available
to
your
prospects