The 2013 Definitive Guide to Agency New Business Tools Webinar

New BusinessTools:The Definitive Guide
New Business Tools: The Definitive
Guide
lee@rswus.com @rswus #agencynewbusiness

New BusinessTools:The Definitive Guide lee@rswus.com @rswus #agencynewbusiness
Lee McKnight Jr.-Director of Business
Development at RSW/US

Our initial goal:
To create an annual
survey of the top
new business tools
agencies use.
Download at
http://www.rswus.com/resources/
survey-results
Background

300 agency
respondents
nationwide from the
RSW/US & Mirren
Databases.
Background

How many employees do you have in your
agency?
43%
21%
15%
7%
14%
0-25
26-50
51-99
100-150
150+
Background

Please select the title that most closely
represents your role in the agency.
49%
11%4%
36%
President/CEO/COO
Account Manager/Director/VP
Creative Manager/Director/VP
New Business Manager/Director/VP
Background

Ultimately
chose 12
categories
Background

Social Media Platforms
CRM Software
Research Services
Presentation Software
Prospect Contact/List Building Services
SEO Tools
Email/Auto-Responder Services
Survey Software
Social Media Monitoring Tools
Inbound Marketing Platforms
Marketing/Webinar Platforms
Project Management/Collaboration Tools
Background

1) Break down, from these 12
categories, the 4 key
platforms that should be part
of your agency arsenal and
explain why.
Webinar goal

Webinar goal
2) Show you what platforms your agency
colleagues find most successful.

I. Your 4 Key Primary Platforms & Why (including
what are your fellow agencies using)
II. 5 Key Secondary Platforms & Why
New Business Tools: The Definitive Guide

Your 4 Key Primary
Platforms and
Why
New Business Tools: The Definitive Guide

But first, in a perfect agency new
business world you would only need
these three tools:
-An Inbound Marketing Platform
-CRM software
-Prospect Contact/List Building Services
I. Your Perfect World-Just 3 Platforms/Tools

Centralized, All-in-
One Toolset
Customer
Intelligence
Inbound Marketing
Automation
Integrates With
Your CRM
Inbound Marketing
Services are
impressive
I. Your Perfect World-Just 3 Tools

Couple that inbound marketing platform with CRM
software and a list building service and you’re in
fine shape.

Now the reality check.

1) It’s expensive

2) You don’t have the time, manpower or
content generation (or all three)

So back to reality
Crawl before you walk
I. Your 4 Key Tools and Why

Here are the 4 platforms/tools you need to use:
CRM
Lists
Social Platforms
I. Your 4 Key Tools and Why

CRM Software

Why CRM?
-An effective new business program must
have a CRM.
-It’s easy when you start, but very quickly
prospects will number in the 100’s and you
can’t track, incorporate data and follow up
with prospects without one.
Tool #1: CRM

CRM Advantages:
-Tracking email campaigns
-Sitting in the cloud (mobility)
-Monitoring the overall sales pipeline.
-Connecting via social media
-Integrating customer data
Tool #1: CRM

CRM Software % Using % Rate as Effective
(7-10 rating among users)*
Salesforce 39% 58%
Sage ACT! 6% 30%
Microsoft Dynamics 4% 29%
Sugar CRM 2% 33%
Goldmine 2% 100%
Leads360 1% 50%
Oncontact 1% 0%
Other mentions 44% (Workamajig, Zelephant, The List, Highrise, Excel,
NetSuite, Daylite)
Tool #1: CRM

Only 37% of
agencies using
a
CRM
believe
their
system is
effective
Tool #1: CRM

Why not effective?
• Difficult to keep it updated
• Only use it as a database
• Too complex/too expensive
Tool #1: CRM

Tool #1: CRM

CRMEXCEL
Tool #1: CRM

But an Excel
spreadsheet is better
than nothing.
A good CRM can
be that critical
time saver
agencies need.
Tool #1: CRM

Why List Building Services ?
-Because the back bone of any program is
a targeted, clean list.
-And the majority of agencies do not have
time to do it.
Tool #2: Prospect Contact/List Building Services

List Building Service Advantages:
-Time
-Research
-Quality of Leads
-Quantity of Leads

List Building Services % Using % Rate as Effective
The List 49% 45%
Jigsaw 20% 44%
Access Confidential 17% 62%
Netprosp 1% 0%
Mintigo 0% N/A
Oceanos 0% N/A
Other mentions 13% (RSW/US, AdData, Pearlfinders, LinkedIn, Hubspot,
Adweek, Inside View, Lexus Nexus)

Only 43% of
agencies
surveyed
used a list
service.
Slightly surprising
given how
difficult it can be
to build, clean
and maintain lists
internally.

Although we suspect it’s not that
the other 57% are doing it
themselves. . .
they’re just not using lists at all.

-Start small:
-20 to 40 prospects a month, if
a list service isn’t in the budget.
-Build the parameters first:
Geography, revenue, vertical
-Assign 20 prospects a month
to different people in the
agency

Tool #3: Social Media Platforms

Why Social Media Platforms?
-Social's not going anywhere-you don’t use
it at your peril.
-Marketers are getting younger. “I don’t do
voicemail.”

Social Media Platform Advantages: (thanks to Michael Gass)
Social media “teaches” agencies to promote
themselves the way they should have been doing
new business all along.
Agencies need a differentiated and appealing
position to a particular target audience.
By enlarging the agency's online footprint so it can
be found by their best prospective clients that
match up with the core strengths of the agency.

87% of agencies surveyed
use them.
A healthy number.

But-only 18%
rated social
media as
being
effective!

Well, like anything else (in
new business or otherwise),
social takes time to work.

Too many agencies still don’t believe in it as a
new business tool.
Treat social the same way you treat your overall
prospecting:
-With consistency & follow through

Start small.

Tool #4: Email/Auto-Responder Services

Why Email/Auto-Responder Services?
-In short, time and reach.
-While many do it poorly, still an entirely
viable channel, in concert with all the
others.

List Building Service Advantages:
-Cost (low)
-List Management
-CAN-SPAM Act of 2003
-Statistics

Email/Auto-responder Services % Using % Rate as Effective
Mailchimp 24% 64%
Constant Contact 22% 55%
Emma 11% 20%
iContact 3% 100%
Infusion 2% 100%
Vertical Response 2% 33%
Aweber 1% 100%
Get Response 0% N/A
Other mentions 35% (Hubspot, Campaign Monitor, Exact Target, sf.com
Genius, Act On, Benchmark, Conversen, What counts,
Listrak, Pardot, Alterian, MarketFirst, Net-Results,
Interspire, Prospect Smarter, MarketVolt, Silverpop)

•They are easy to track
•They are customizable
•They are easy to use
use are very effective, primarily because:
55% of agency executives say the platforms they

The 15% that don't
find their platforms
effective say it’s
because they don't
put the time into
them to make it
work.
Tool #4:Email/Auto-Responder Services

CRM
Lists
Social Platforms
I. Recap: Your 4 Key Tools and Why

I. Recap: Your 4 Key Tools and Why
Underlying all
these:
Your agency
positioning and
expertise in the
space.

II. 5 Key Secondary Platforms/Tools & Why

Briefly look at 5 tools, I call secondary because
they’re largely dependent on your content output
and budget size.

SEO Tools
Research Services
Social Media Monitoring
Survey Software

SEO Tools

SEO Tools
SEO Tools % Using % Rate as Effective
Google Analytics 42% 39%
Adwords 24% 52%
Wordpress 19% 43%
SpyFu 3% 57%
SEM Rush 2% 50%
Open Site Explorer 2% 71%
SEOQuake 1% 60%
Majesti SEO 1% 60%
Other mentions 6% (SEOMoz, BrightEdge, Hubspot, Get Clicky, Statcounter)

SEO Tools
Only
17% of
agencies
say they
manage
their SEO
analytics
daily.
36% of these
same executives
say they do
something in the
social space every
day.

SEO isn't just about getting the
technical details of search-engine
friendly web development correct. It’s
also about marketing.This is perhaps
the most important concept to grasp
about the functionality of search
engines.You can build a perfect
website, but its content can remain
invisible to search engines unless you
promote it.*
*Moz.com
beginner’s
guide
SEO Tools

SEO Tools
-1990's=meta keywords tags
and keyword stuffing
-2004=link bombing with
anchor text, buying tons of links
from automated blog comment
spam injectors
-Today=Author Rank

SEO Tools
Change is a constant when
it comes to search.

Start Small
-First set a goal to get your site optimized.
-Create one new case study a month.
-Commit to just one post a month.
-And use a free tool like Google analytics-at least
once a week.
SEO Tools

Research Services

Research Services
Research Service % Using % Rate as Effective
Hoovers 17% 36%
Forrester 17% 45%
Mintel 12% 56%
Iconoculture 10% 49%
Trendwatching.com 7% 44%
Redbooks 7% 43%
Jigsaw 7% 28%
Datamonitor 5% 53%
Gongos 5% 53%
Other mentions 18% (4A’s, The List, Internal Resources, WARC, Second
Wind, Lexus Nexus, ComSCore, MRI, eMarketer,
Mirren, Data.com, Access Confidential, Ratti)

The majority of agencies in our survey say
they use research services (60%).
41% of those that use research
services deem them effective at helping them
bolster their agency's new business
development efforts.
Research Services

Research Services
A few reasons Agency executives say
they use research services:
Clients/prospects love research
"How can you pitch someone if you don't
know their business?
"It's like going to battle and not reading
the decoded message from the enemy!"

Research Services
A few reasons Agency executives
don't subscribe to specific services:
• Data isn't granular
enough
• Limited information
available
on regional prospects
• Value doesn't match cost

Research Services
Let’s make a distinction:
Research for prospecting or pitching?

Easier said than
done, right?

Social Monitoring Tools % Using % Rate as Effective
HootSuite 37% 43%
Tweetdeck 21% 45%
Klout 13% 31%
Sysomos 5% 70%
Sprout Social 5% 54%
Tweetadder 4% 29%
Socialoomph 2% 33%
Viralheat 1% 33%
Sprinklr 1% 0%
Mediafunnel 0% N/A
Topsy 0% N/A
Other mentions 11% (Hubspot, Inside View, Sociatracker, Tracx,
NMIncite, Radian6, Buzzhead, TweetBot, meltwater,
Adobe Social, Spredfast, Sprial16)

When asked
to rate the
most
effective of
the bunch,
agencies
rated
HootSuite
most
effective
because:
• Easy to use
• User friendly
• Allows more social platforms

Why agencies don't like the products offered in this
space:
Limitations on
social media
outlets
Hard to find
actionable
insights
Not using
very
effectively
Can't tie to
ROI
Too time
consuming

Meeting Platforms % Using % Rate as Effective
GoToWebinar 35% 59%
Webex 30% 44%
Adobe Connect 6% 55%
Anymeeting 3% 80%
Pardot 4% 100%
Adobe’s Marketing Stack 2% 0%
Other mentions 11% (Net-Results, Meltwater, Optify)

Most users are generally satisfied, with 56%
stating such:
• Makes it easy to connect with others
• Have a lot of out of town clients
• Allows us to control the presentation

Only 12% say the meeting platforms they're using
are not
effective.
The few issues noted relate to:
• Technical problems
• Specifically, trouble getting users logged in
• Don't use enough

And webinars
can be tough
until you’ve
established
your thought
leadership.
Your prospects are
incredibly busy, and
without a strong
position and following,
tough to get them in
the seats.

Survey Software

Survey Software % Using % Rate as Effective
SurveyMonkey/Zoomerang 79% 45%
SurveyGizmo 4% 67%
Survey Analytics 4% 67%
QuestionPro 2% 75%
FluidSurveys 1% 0%
Other mentions 10% (ResearchNow, Qualtrics, Second Wind, Mailchimp,
Google Docs, SPSS, Vovici)
Survey Software

Of those that felt like
survey software was
not effective (25%),
their reasons include:
Survey Software
• No bandwidth to use
• No flexibility
• Our lack of expertise

Survey Software
Over 40% say their Survey software is effective.
• Great at helping get at
original insights
• Use it for clients
• Prospects love to hear
about themselves
• Inexpensive
• Straightforward

Things to consider:
It’s a project of defined
duration (versus blogging)
Excellent insights for your own
content
Excellent insights to better
understand the challenge
Survey Software

Thank You.
Download our report: at
rswus.com
(Resources-Surveys)
lee@rswus.com

The 2013 Definitive Guide to Agency New Business Tools Webinar

Recommandé

Recommandé

Contenu connexe

Plus de RSW/US

Plus de RSW/US (9)

Dernier

Dernier (20)

The 2013 Definitive Guide to Agency New Business Tools Webinar