RSW/US 2015 Agency New Business Tools Webinar
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Agencies and marketing service firms provided insight on the effectiveness of a wide variety of new business tools they use to support and grow their business. Learn what tools they’re using and how it can help your agency. In this webinar, RSW/US Director of Business Development, Lee McKnight Jr. discusses: • One of the most important tools – that may not be getting enough attention. • The most popular tools and how to use them most efficiently. • The tools and technology that are increasing most rapidly in use. 2015 marks the third year that Mirren and RSW/US have collaborated on the New Business Tools Survey and Report. See what agencies said in 2015. Learn what's changed, and what new offerings have arrived in the mix. View the webinar here: http://bit.ly/1FkfWzg
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RSW/US 2015 Agency New Business Tools Webinar
- 1. NEW BUSINESS TOOLS 2015 ANNUAL REPORT WEBINAR A R e v i e w o f t h e M o s t I m p o r t a n t To o l s y o u r A g e n c y S h o u l d B e U s i n g f o r N e w B u s i n e s s
- 2. Lee McKnight Jr. – Director, Business Development at RSW/US
- 3. INTRODUCTION Nearly 300 agency respondents nationwide from RSW/US and Mirren databases.
- 6. ABOUT THE RESPONDENTS 45.5% 19.9% 15.5% 10.8% 3.2% 3.2% 1.8% How many employees do you have nationally at your agency? < 25 26 - 50 51 - 99 100 - 250 251 - 500 501 - 1500 1500 + (< 25) (26-50) (51-99)
- 7. ABOUT THE RESPONDENTS 52.3% 5.8%2.5% 32.5% 6.9% Please select the title that most closely represents your role in the agency. President / CEO / COO Account Manager / Director / VP Creative Manager / Director / VP New Business Manager / Director / VP Strategy Manager / Director / VP President/CEO/COO New Business Lead
- 9. MOST CRUCIAL TOOLS FOR AGENCY NEW BUSINESS
- 10. • Hubspot - 27% MOST CRUCIAL TOOLS FOR AGENCY NEW BUSINESS: BRANDED
- 11. • HubSpot - 27% • Salesforce – 17% MOST CRUCIAL TOOLS FOR AGENCY NEW BUSINESS: BRANDED
- 12. • HubSpot - 27% • Salesforce – 17% • LinkedIn – 16% MOST CRUCIAL TOOLS FOR AGENCY NEW BUSINESS: BRANDED
- 13. • HubSpot - 27% • Salesforce – 17% • LinkedIn – 16% • Access Confidential – 10% MOST CRUCIAL TOOLS FOR AGENCY NEW BUSINESS: BRANDED Access Confidential
- 14. MOST CRUCIAL TOOLS FOR AGENCY NEW BUSINESS
- 15. MOST CRUCIAL TOOLS FOR AGENCY NEW BUSINESS B2B study shows 57% of a typical purchase decision is make before a customer (client) talks to a supplier (agency). Inference: Your website is your 24/7 Sales Rep. Is it representing you well?
- 16. MOST CRUCIAL TOOLS FOR AGENCY NEW BUSINESS “People, people, people ---- we don’t use software.”
- 18. DESCRIBE THE IDEAL NEW BUSINESS TOOL YOU WISH EXISTED…
- 19. Themes in response: 1. A tool to better integrate data from existing sources 2. Better tracking tools for a variety of purposes (project management, leads, workflow, spending, etc.) 3. Better reporting tools 4. A simpler/more practical CRM DESCRIBE THE IDEAL NEW BUSINESS TOOL YOU WISH EXISTED…
- 20. Themes in response: 1. A tool to better integrate data from existing sources DESCRIBE THE IDEAL NEW BUSINESS TOOL YOU WISH EXISTED…
- 21. Themes in response: 1. A tool to better integrate data from existing sources 2. Better tracking tools for a variety of purposes (project management, leads, workflow, spending, etc.) DESCRIBE THE IDEAL NEW BUSINESS TOOL YOU WISH EXISTED…
- 22. Themes in response: 1. A tool to better integrate data from existing sources 2. Better tracking tools for a variety of purposes (project management, leads, workflow, spending, etc.) 3. Better reporting tools DESCRIBE THE IDEAL NEW BUSINESS TOOL YOU WISH EXISTED…
- 23. Themes in response: 1. A tool to better integrate data from existing sources 2. Better tracking tools for a variety of purposes (project management, leads, workflow, spending, etc.) 3. Better reporting tools 4. A simpler/more practical CRM DESCRIBE THE IDEAL NEW BUSINESS TOOL YOU WISH EXISTED…
- 25. WEBINAR OBJECTIVES • What tools are your agency peers using and why? • How has usage changed year-to- year? • What new tools might benefit your new business efforts? • If resources are limited, what are the top three tools we recommend?
- 27. 1. Social Media 2. Email Marketing Services 3. SEO Tools 4. CRM / Contact Management Software 5. Project Management / Collaboration Tools 6. Social Media Monitoring Tools 7. Research Services 8. Prospect Contact / List Building Software 9. Marketing Automation / Inbound Marketing Platforms 10. Content Development Tools CATEGORIES NEW BUSINESS TOOLS – IN ORDER OF MOST USED BY AGENCIES
- 28. CATEGORIES NEW BUSINESS TOOLS – IN ORDER OF MOST USED BY AGENCIES 92.7% 73.4% 70.6% 70.2% 69.5% 62.4% 48.5% 45.3% 39.9% 19.2% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Social Media Email Marketing Services SEO Tools CRM/Contact Management Software Project Management/Collaboration Tools Social Media Monitoring Tools Research Services Prospect Contact/List Building Software Marketing Automation/Inbound Marketing Platforms Content Development Tools % of 2015 Respondents Using In survey for first time in 2015.
- 29. CATEGORIES NEW BUSINESS TOOLS – CATEGORY USAGE, ANNUAL COMPARISONS: 2013 THROUGH 2015 93% 73% 71% 70% 70% 62% 49% 45% 40% 19% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% SocialMedia EmailMarketingServices SEOTools CRM/ContactManagementSoftware ProjectManagement/Collaboration Tools SocialMediaMonitoringTools ResearchServices ProspectContact/ListBuildingSoftware MarketingAutomation/Inbound MarketingPlatforms ContentDevelopmentTools Changes in Reported Year to Year Category Usage 2013 - 2015 2013 2014 2015
- 30. CATEGORIES NEW BUSINESS TOOLS – CATEGORY USAGE, ANNUAL COMPARISONS: 2013 THROUGH 2015 93% 73% 71% 70% 70% 62% 49% 45% 40% 19% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% SocialMedia EmailMarketingServices SEOTools CRM/ContactManagementSoftware ProjectManagement/Collaboration Tools SocialMediaMonitoringTools ResearchServices ProspectContact/ListBuildingSoftware MarketingAutomation/Inbound MarketingPlatforms ContentDevelopmentTools Changes in Reported Year to Year Category Usage 2013 - 2015 2013 2014 2015
- 31. CATEGORIES NEW BUSINESS TOOLS – CATEGORY USAGE, ANNUAL COMPARISONS: 2013 THROUGH 2015 93% 73% 71% 70% 70% 62% 49% 45% 40% 19% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% SocialMedia EmailMarketingServices SEOTools CRM/ContactManagementSoftware ProjectManagement/Collaboration Tools SocialMediaMonitoringTools ResearchServices ProspectContact/ListBuildingSoftware MarketingAutomation/Inbound MarketingPlatforms ContentDevelopmentTools Changes in Reported Year to Year Category Usage 2013 - 2015 2013 2014 2015
- 32. CATEGORIES NEW BUSINESS TOOLS – CATEGORY USAGE, ANNUAL COMPARISONS: 2013 THROUGH 2015 93% 73% 71% 70% 70% 62% 49% 45% 40% 19% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% SocialMedia EmailMarketingServices SEOTools CRM/ContactManagementSoftware ProjectManagement/Collaboration Tools SocialMediaMonitoringTools ResearchServices ProspectContact/ListBuildingSoftware MarketingAutomation/Inbound MarketingPlatforms ContentDevelopmentTools Changes in Reported Year to Year Category Usage 2013 - 2015 2013 2014 2015
- 33. 1. Social Media 2. Email Marketing Services 3. SEO Tools 4. CRM / Contact Management Software 5. Project Management / Collaboration Tools 6. Social Media Monitoring Tools 7. Research Services 8. Prospect Contact / List Building Software 9. Marketing Automation / Inbound Marketing Platforms 10. Content Development Tools CATEGORIES NEW BUSINESS TOOLS – IN ORDER OF MOST USED BY AGENCIES
- 35. TOOL #1: SOCIAL MEDIA PLATFORMS TOOL USAGE, ANNUAL COMPARISONS: 2013 THROUGH 2015 87% 89% 93% 84% 85% 86% 87% 88% 89% 90% 91% 92% 93% 94% 2013 2014 2015 Social Media Platforms
- 36. TOOL #1: SOCIAL MEDIA PLATFORMS RANKING BY PLATFORM 97% 89% 88% 54% 43% 43% 31% 28% 28% 4% 4% 0% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% LinkedIn Facebook Twitter YouTube Google+ Instagram Vimeo Pinterest SlideShare Vine Quora XING Social Media Platform - % Respondents Using 2015
- 37. TOOL #1: SOCIAL MEDIA PLATFORMS USAGE 2015 VS. 2014 29% 97% 89% 88% 54% 43% 43% 31% 28% 28% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% LinkedIn Facebook Twitter YouTube Google+ Instagram Vimeo Pinterest SlideShare Vine Quora Usage Comparison 2015 vs. 2014 2014 2015
- 38. TOOL #1: SOCIAL MEDIA PLATFORMS 2015 EFFECTIVENESS 4.4% 9.4% 19.5% 8.2% 15.7% 16.4% 12.6% 9.4% 1.3% 3.1% 1 = Not Effective 2 3 4 5 6 7 8 9 10 = Very effective 0.0% 5.0% 10.0% 15.0% 20.0% 25.0% Thinking about the Social Media Tools you use, how effective are they at helping your agency drive its new business efforts? (1 = Not Effective; 10 = Very Effective)
- 39. 2015 Top Three TOOL #1: SOCIAL MEDIA PLATFORMS WHAT RESPONDENTS SAY: Tops in referrals, establishing connections with contacts.
- 40. 2015 Top Three TOOL #1: SOCIAL MEDIA PLATFORMS WHAT RESPONDENTS SAY: Highly mixed reviews. Reported value seems to be primarily in showcasing agency “culture” and personality.
- 41. 2015 Top Three TOOL #1: SOCIAL MEDIA PLATFORMS WHAT RESPONDENTS SAY: Recognized for bringing traffic to the website. Could it overtake Facebook in 2016?
- 42. 2015 Special Mentions TOOL #1: SOCIAL MEDIA PLATFORMS WHAT RESPONDENTS SAY: Reported #4 most used platform Big year to year jump: 2015: 43% 2014: 29%
- 43. TOOL #1: SOCIAL MEDIA PLATFORMS GENERAL CONSENSUS
- 45. TOOL #2: EMAIL MARKETING SERVICES TOOL USAGE, ANNUAL COMPARISONS: 2013 THROUGH 2015 55% 63% 73% 0% 10% 20% 30% 40% 50% 60% 70% 80% 2013 2014 2015 Email Marketing Services #4 Too l #3 To ol #2 To ol
- 46. TOOL #2: EMAIL MARKETING SERVICES RANKING BY PLATFORM 54% 25% 15% 13% 6% 5% 1% 1% 1% 0% 10% 20% 30% 40% 50% 60% MailChimp Constant Contact Emma Campaign Monitor Salesforce Marketing Cloud iContact Benchmark Email GetResponse VerticalResponse Email Marketing Services - % Respondents Using 2015
- 47. TOOL #2: EMAIL MARKETING SERVICES RANKING BY PLATFORM 59% 54% 25% 15% 13% 6% 5% 1% 1% 1% 0% 10% 20% 30% 40% 50% 60% 70% Other (please specify) MailChimp Constant Contact Emma Campaign Monitor Salesforce Marketing Cloud iContact Benchmark Email GetResponse VerticalResponse Email Marketing Services - % Respondents Using 2015 HubSpot was Specified in Nearly Two-Thirds of “Other” Responses Counting “Other” Responses: #1: MailChimp #2: HubSpot #3: Constant Contact
- 48. TOOL #1: EMAIL MARKETING SERVICES USAGE 2015 VS. 2014 34% 32% 4% 7% 12% 3% 54% 25% 15% 5% 1% 1% 0% 10% 20% 30% 40% 50% 60% MailChimp ConstantContact Emma iContact CampaignMonitor VerticalResponse Usage Comparison 2015 vs. 2014 2014 2015
- 49. TOOL #2: EMAIL MARKETING SERVICES 2015 EFFECTIVENESS 1.6% 3.3% 6.5% 13.8% 10.6% 12.2% 18.7% 17.1% 8.1% 8.1% 1 = Not Effective 2 3 4 5 6 7 8 9 10 = Very Effective 0.0% 2.0% 4.0% 6.0% 8.0% 10.0% 12.0% 14.0% 16.0% 18.0% 20.0% Thinking about the Email Marketing Service you use, how effective are they at helping your agency drive its new business efforts? (1 = Not Effective; 10 = Very Effective)
- 50. TOOL #1: SOCIAL MEDIA PLATFORMS GENERAL CONSENSUS
- 52. CATEGORIES NEW BUSINESS TOOLS – FASTEST GROWING CATEGORIES 56% 54% 47% 18% 70% 70% 62% 40% 0% 10% 20% 30% 40% 50% 60% 70% 80% CRM/Contact Management Software Project Management/Collaboration Tools Social Media Monitoring Tools Marketing Automation/Inbound Marketing Platforms Changes in Reported Year to Year Category Usage 2013 - 2015 2014 2015 #4 Tool #5 Tool #6 Tool #9 Tool
- 53. CATEGORIES NEW BUSINESS TOOLS – #4 RANKED: CRM/CONTACT MANAGEMENT PLATFORMS #5 Tool #6 Tool #9 Tool CRM USAGE, ANNUAL COMPARISONS: 2013 THROUGH 2015 45% 56% 70% 0% 10% 20% 30% 40% 50% 60% 70% 80% 2013 2014 2015 #7 Too l #4 Too l #5 Too l
- 54. CATEGORIES NEW BUSINESS TOOLS – #4 RANKED: CRM/CONTACT MANAGEMENT PLATFORMS #5 Tool #6 Tool #9 Tool #6 Too l #4 Too l #5 Too l 32% 68% CRM Tools Used Contact Management Only Full CRM
- 55. CATEGORIES NEW BUSINESS TOOLS – #4 RANKED: CRM/CONTACT MANAGEMENT PLATFORMS #5 Tool #6 Tool #9 Tool #6 Too l #4 Too l #5 Too l 39% 29% 12% 5% 4% 3% 3% 2% 1% 1% 0% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% Salesforce HubSpot CRM Excel ACT! Pipeline Deals Microsoft Dynamics SugarCRM Infusionsoft Nimble ZoHo Maximizer Used for Contact Management Only
- 56. CATEGORIES NEW BUSINESS TOOLS – #4 RANKED: CRM/CONTACT MANAGEMENT PLATFORMS #5 Tool #6 Tool #9 Tool #6 Too l #4 Too l #5 Too l 46% 42% 8% 2% 2% 2% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% HubSpot CRM Salesforce SugarCRM Infusionsoft Microsoft Dynamics Nimble Full CRM Suite Used
- 57. CATEGORIES NEW BUSINESS TOOLS – #4 RANKED: CRM/CONTACT MANAGEMENT PLATFORMS #5 Tool #6 Tool #9 Tool #6 Too l #4 Too l #5 Too l 38.7% 11.8% 5.4% 29.0% 3.2% 0.0% 5.0% 10.0% 15.0% 20.0% 25.0% 30.0% 35.0% 40.0% 45.0% Salesforce Excel ACT! HubSpot Sugar Year-to-year usage: Contact Management Only 2014 2015
- 58. CATEGORIES NEW BUSINESS TOOLS – #4 RANKED: CRM/CONTACT MANAGEMENT PLATFORMS #5 Tool #6 Tool #9 Tool #6 Too l #4 Too l #5 Too l 41.5% 46.2% 7.7% 1.5% 1.5% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% Salesforce HubSpot CRM SugarCRM Microsoft Dynamics CRM Infusionsoft Year-to-year Usage as CRM Suite 2014 2015
- 59. CATEGORIES NEW BUSINESS TOOLS – #4 RANKED: CRM/CONTACT MANAGEMENT PLATFORMS #5 Tool #6 Tool #9 Tool #6 Too l #4 Too l #5 Too l 1.7% 5.1% 8.5% 7.6% 18.6% 14.4% 12.7% 13.6% 11.9% 5.9% 0.0% 2.0% 4.0% 6.0% 8.0% 10.0% 12.0% 14.0% 16.0% 18.0% 20.0% 1 = Not Effective 2 3 4 5 6 7 8 9 10 = Very Effective Effectiveness of CRM/Contact Management Tools
- 60. CATEGORIES NEW BUSINESS TOOLS – #4 RANKED: CRM/CONTACT MANAGEMENT PLATFORMS #5 Tool #6 Tool #9 Tool #6 Too l #4 Too l #5 Too l Respondents indicate optimization is primarily on themselves.
- 61. CATEGORIES NEW BUSINESS TOOLS – #5 RANKED: PROJECT MANAGEMENT / COLLABORATION TOOLS #5 Tool #6 Tool #9 Tool PROJECT MANAGEMENT TOOLS, ANNUAL COMPARISONS: 2013 THROUGH 2015 50% 54% 70% 0% 10% 20% 30% 40% 50% 60% 70% 80% 2013 2014 2015 Project Management Tools #6 Too l #5 Too l #6 Too l
- 62. CATEGORIES NEW BUSINESS TOOLS – #5 RANKED: PROJECT MANAGEMENT / COLLABORATION TOOLS #5 Tool #6 Tool #9 Tool #6 Too l #5 Too l #6 Too l …ALWAYS Remember…Time is a Tool…
- 63. #5 Tool #6 Tool #9 Tool 76.8% 24.2% 10.5% 7.4% 4.2% 3.2% 3.2% 2.1% 1.1% 0.0% 0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0% 80.0% Basecamp Workamajig Advantage Asana Pbworks Docurated FunctionFox Central Desktop Lighthouse WorkflowMax Project Management / Collaboration Tool Usage 2015 CATEGORIES NEW BUSINESS TOOLS – #5 RANKED: PROJECT MANAGEMENT / COLLABORATION TOOLS
- 64. CATEGORIES NEW BUSINESS TOOLS – #5 RANKED: PROJECT MANAGEMENT / COLLABORATION TOOLS #5 Tool #6 Tool #9 Tool #6 Too l #5 Too l #6 Too l 56% 18% 8% 77% 24% 10% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Basecamp Workamajig Advantage Growth in Usage - Top Three Tools 2014 2015
- 65. CATEGORIES NEW BUSINESS TOOLS – #6 RANKED: SOCIAL MEDIA MONITORING TOOLS #5 Tool #6 Tool #9 Tool 53% 47% 62% 0% 10% 20% 30% 40% 50% 60% 70% 2013 2014 2015 Social Media Monitoring Tools #5 Too l #7 Too l #6 Too l
- 66. CATEGORIES NEW BUSINESS TOOLS – #6 RANKED: SOCIAL MEDIA MONITORING TOOLS #5 Tool #6 Tool #9 Tool #5 Too l #7 Too l #6 Too l 75% 37% 29% 27% 20% 19% 6% 6% 5% 5% 2% 0% 0% 0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0% 80.0% HootSuite HubSpot Klout TweetDeck Buffer Sysomos IFTTT Social Tracker Manage FlitterRadian6* SocialOomph Unmetric Reachpod Sociota Social Media Monitoring Tool Usage *Salesforce
- 67. CATEGORIES NEW BUSINESS TOOLS – #6 RANKED: SOCIAL MEDIA MONITORING TOOLS #5 Tool #6 Tool #9 Tool #5 Too l #7 Too l #6 Too l 54% - Mentioned HubSpot in “Other” 46% - the rest of “Other” “HubSpot comprises over half of “Other” tools Mentioned Hubspot Other
- 68. CATEGORIES NEW BUSINESS TOOLS – #6 RANKED: SOCIAL MEDIA MONITORING TOOLS #5 Tool #6 Tool #9 Tool #5 Too l #7 Too l #6 Too l 75% 37% 28% 27% 20% 0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0% 80.0% HootSuite HubSpot Klout TweetDeck Buffer Top Five Social Media Monitoring Tools - 2015
- 69. CATEGORIES NEW BUSINESS TOOLS – #6 RANKED: SOCIAL MEDIA MONITORING TOOLS #5 Tool #6 Tool #9 Tool #5 Too l #7 Too l #6 Too l Is your audience engaged?
- 70. CATEGORIES NEW BUSINESS TOOLS – #9 RANKED: MARKETING AUTOMATION / INBOUND MARKETING PLATFORMS #5 Tool #6 Tool #9 Tool 22% 18% 40% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 2013 2014 2015 Marketing Automation Tools
- 71. CATEGORIES NEW BUSINESS TOOLS – #9 RANKED: MARKETING AUTOMATION / INBOUND MARKETING PLATFORMS #5 Tool #6 Tool #9 Tool 87% 10% 10% 5% 5% 2% 0% 0% 0% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% HubSpot Marketo Pardot (Salesforce) Act-On SharpSpring Silverpop Eloqua Salesfusion Velocify Marketing Automation Tools Usage 2015
- 72. CATEGORIES NEW BUSINESS TOOLS – #9 RANKED: MARKETING AUTOMATION / INBOUND MARKETING PLATFORMS #5 Tool #6 Tool #9 Tool 51% 15% 0% 62% 14% 19% 87% 10% 10% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% HubSpot Marketo Pardot Annual Change in Usage by Platform: Marketing Automation 2013 2014 2015
- 73. CATEGORIES NEW BUSINESS TOOLS – #9 RANKED: MARKETING AUTOMATION / INBOUND MARKETING PLATFORMS #5 Tool #6 Tool #9 Tool
- 74. CATEGORIES NEW BUSINESS TOOLS – #9 RANKED: MARKETING AUTOMATION / INBOUND MARKETING PLATFORMS #5 Tool #6 Tool #9 Tool
- 76. ADDITIONAL CATEGORIES: RESEARCH SERVICES - • Research Services • SEO Tools • Prospect / List Building Tools • Content Development Tools
- 77. ADDITIONAL CATEGORIES: RESEARCH SERVICES - • 2013: 60% • 2014: 58% • 2015: 48% Reported category usage declining: Reported use of The List up notably: 32% 46% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% 2014 2015 The List: Reported Usage
- 78. ADDITIONAL CATEGORIES: SEO TOOLS • 2013: 67% • 2014: 74% • 2015: 71% Reported category usage flat: Google Tools lead this category: 79.6% 58.3% 34.0% 17.5% 15.5% 0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0% 80.0% 90.0% Google Keyword Planner Google Trends MOZ SpyFu HubSpot* Which of the following SEO Tools do you currently use? (Select all that apply)
- 79. ADDITIONAL CATEGORIES: PROSPECT/LIST BUILDING TOOLS • 2013: 43% • 2014: 38% • 2015: 45% Reported category usage: 31% 26% 10% 11% 8.0% 65% 58% 24% 14% 11% 0% 10% 20% 30% 40% 50% 60% 70% LinkedIn The List Access Confidential Jigsaw (Data.com) Hoovers Top Five Contact/List Building Software Offerings 2014 2015
- 80. AND, A NEW CATEGORY: CONTENT DEVELOPMENT TOOLS 2015 reported category usage: 19% 52.4% 28.6% 19.0% 14.3% 4.8% 4.8% 0.0% 0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% In-House Video Content Development Zerys Contently WriterAccess Video Creation Marketplace VideoPixie Scripted Which of the following Content Development Tools do you currently use? (Select all that apply)
- 83. TOP TOOLS 3
- 85. TOP TOOLS 3 • People • Website
- 86. TOP TOOLS 3 • People • Website • List-Building Tool
- 87. TOP TOOLS 3 1. People 2. Website 3. List-Building Tool 4. CRM
- 88. ADDITIONAL REFERENCE AND RESOURCES • The 2015 Survey Report is posted on our website. • Coming in June – further insights by: • eBook • Videos • Blog Posts • Subscribe to RSW/US Newsletter • Sign-up at www.rswus.com • Email: lee@rswus.com
Notes de l'éditeur
- Hash tag reminder for Twitter #RSWUS Questions-Shoot me any you have, but I would like to keep on track for everyone, so if I don’t get to your questions, I’ll absolutely email you afterwards. We will be posting the webinar and separate screen shots in the next day or so, we’ll tweet it.
- RSW/US is a new business development group that only works with marketing services firms-getting you meetgins decision makers with right-fit companies, whether as part of your existing new business team or as your team. We also prepare you for the meetings we get, and follow up afterwards to help you close the business, with an inbound and list-building component as well.
- Mirren provides the training and online resources to better position your agency, convert more competitive reviews and build a pipeline of qualified leads.
- Small, mid-size and large agencies were all well represented across the nearly 300 respondents in 2015. This is fairly consistent with the distribution of agencies nationally as well.
- Similar to the prior Annual Reports, the most senior agency role, CEO, COO or President, was the most likely to respond. Agency New Business leads were a close second.
- Before we examine the data behind the various types of tools in detail, let’s take a look at the tools agencies indicated are most crucial to growing their businesses currently. Four branded tools and one generic tool was cited by 15% or more of the respondents. We’ll look at the branded tools first.
- The new business tool cited most frequently as being crucial to new business is HubSpot, with nearly 30% of respondents identifying it.
- HubSpot has a healthy lead too. The tool cited with second frequency is Salesforce. Just over 17% of respondents identified it as crucial to agency new business...
- …with LinkedIN ranking a close third.
- For branded tools, another large break is between the #3 and #4 most often cited branded tool, Access Confidential.
- Of note…a tool mentioned as frequently as LinkedIn… well, it’s branded too, but individually. 16% of Agency executives responding indicated their website was amongst their top three new business tools.
- This statistic from the Corporate Executive Board is somewhat inferential here, but a study they conducted of more than 1,400 B2B customers across industries revealed that 57% of a typical purchase decision is made before a customer even talks to a supplier.
- And, not to be overlooked, people. As one agency respondent expressed: “People, people, people --- we don’t use software.” Well, if literal, that may be on the extreme side, but still, it’s a very valid reminder that people are at the heart of all new business success.
- As in our 2013 and 2014 surveys, we asked Agency execs to describe the ideal new business tool.
- Comments elaborating in each of these categories included:
- Around the idea of better integration of data, respondents asked for: “A truly integrated inbound marketing, content management system, eCommerce and analytics platform.” “Tool that could connect with LinkedIn and update database as contacts change roles.” “CRM tool that interfaced with most other major software”
- With regard to better tracking, respondents would like to see: “Something that tracks leads and conversation automatically, is integrated with Google and can generate reports against pipeline and forecasts.” “A tool that identified real opportunities when they are happening. Not just RFP’s” “A running tab on agencies, positioning, product/service offering, client rosters and work being done for them (competitive intel) Anything that requires less input and legwork.”
- When considering improved reporting tools, Agency execs suggested these ideas: “Something that tracks leads and conversation automatically, is integrated with Google and can generate reports against pipeline and forecasts.” “I'd like to see a more robust/flexible reporting engine in HubSpot. Many of the reports are very helpful, but we end up exporting data and manipulating it in other places.” “A better visual dashboard on pipeline, leads, opportunities and marketing efforts.”
- And, in looking for a simpler, more practical CRM, respondents described: “Something easy to start using with minimal set-up time, clean, simple, user friendly UI unlike Sales Force which is completely non intuitive…” “An easier-to-use CRM with a more automated email marketing system” “..simple CRM designed for agencies.” “I'd still love to see someone come out with a better CRM system that's tailored to selling services vs. products.”
- The survey generated tremendous insight. We’ve scheduled this webinar for an hour, and have structured it to make the best use of your time, and will focus on the insights that are likely to make the most impact on your business. At the end of the webinar, we’ll also provide information about supplemental resources that offer information about the survey beyond the scope of the webinar.
- As I start sharing the data, here are the objectives for the presentation ahead. I want to share: What tools are your agency peers using and why? How has usage changed year-to-year? What new tools might benefit your new business efforts? If resources are limited, what are the top three tools we recommend? As we proceed, I need to emphasize the information that follows imparts results of the survey data. RSW/US has no stake in any of the companies mentioned. We are completely impartial.
- From here, we’ll get into each of the categories of new business tools included in the survey, and will address these questions
- In 2015, we surveyed for usage information on 10 categories of new business tools. The categories are listed here: Social Media Email Marketing Services SEO Tools CRM / Contact Management Software Project Management / Collaboration Tools Social Media Monitoring Tools Research Services Prospect Contact / List Building Software Marketing Automation / Inbound Marketing Platforms Content Development Tools And, the ranking you see on the screen reflects the most used categories of tools to the least used, as reported by the survey respondents.
- Social media tools earned top spot again in 2015 with 92.7% of respondents indicating they use one or more. New to the survey this year is the content development tools category. Before we look into agency usage of each category, let’s take a look at year-to-year changes across all categories.
- We’ll get into insights about year to year changes as we proceed today, but at a glance, some interesting shifts to note:
- Considerable growth in usage has been reported 2015 vs. 2014 in three categories: CRM/ Contact Management Software Project Management / Collaboration Tools Social Media Monitoring Tools
- We also saw a great jump in usage 2015 vs. 2014 in the use of Marketing/Automation/Inbound Marketing Platforms
- The reported decline in use of Research Services is intriguing. We’ll delve into comments and insights respondents offered in each of these areas as we continue the discussion today.
- With this preview, we are going to focus on: The number one reported category: Social Media Email marketing services, as this category has shown consistent year to year growth 2013 through 2015. Dynamics behind categories showing notable growth from 2014 to 2015, including CRM, Project Management, Social Media Monitoring and Marketing Automation Tools We’ll touch on Research Services and share comments that might indicate reason for the reported decline in usage. We’ll also share remarks about Content Development Tools. 2015 is the first year this category was included on the survey, so we’ll provide the baseline responses on it.
- First, let’s start with the reigning, #1 Tool, Social Media, and see what makes it so popular amongst respondents.
- We call out social media tools, as through three years of this survey, respondents have consistently identified this as the top category. The leadership of social media tools is interesting as we’ll see shortly in some of the comments respondents offered.
- The top three social media tools cited by respondents are LinkedIn, Facebook and Twitter.
- The year-to-year comparison by platform shows modest to moderate growth for most platforms, with: LinkedIn approaching 100%. Can it get any closer?! Significant growth in reported usage for Instagram. Let’s take a look at what respondents are saying about these tools, and see what’s driving Instagram usage.
- With the widespread usage of Social Media Tools in agency new business, it’s striking to note that 57.4% of respondents rated the category overall at 5 or less in effectiveness. Let’s take a look at what respondents are saying about social media, and the rationale for utilizing it.
- At the heart of the matter perhaps is the categorical effectiveness rating. Comments offered by respondents indicate LinkedIn is very productive for them in making meaningful connections. Remarks include: “Linkedin - best tool for cold emails and setting meetings, also for sponsoring content” “LinkedIn is the best source of our referrals” Comments about LinkedIn are almost identical throughout verbatim responses.
- Facebook is heavily used, but certainly gets a lot of mixed reviews in terms of new business effectiveness. Comments range from: “Facebook…good for building (agency) brand awareness” to --- “Facebook videos on interesting topics are effective” and “We use Facebook to spotlight our community engagement projects ….doesn’t really drive new business leads, though.” to--- “Facebook is close to worthless.”
- Remarks around Twitter were generally positive, with value attributed to it’s ability to create visibility among influencers and to drive traffic to agency websites. Again a range of comments: “Twitter is probably our most effective tool. We're gaining 'followers' and have earned some great 're-tweets" from some influential people in the industry.” “"Twitter - great for engagement and traffic generation.” “Twitter helps to drive traffic to our site.”
- As #4 on the Social Media Platform Ranking, I wanted to share some comments about YouTube. Also wanted to touch on Instagram, given its jump in reported usage 2015 versus 2014 from 29% to 43%: Respondents shared these remarks: “YouTube is an effective way to show off the commercials we have created for clients.” “LinkedIn and YouTube combined / tie for number 1 for content broadcast.” ….”For YouTube, Instagram, we use them to pull competitive research and marketing...” “Instagram ….Not yet a good targeting medium - more to show off our office space, team and culture.” Despite it’s strong reported growth, comments specifically around Instagram were relatively few, and mostly called out its value in showcasing agency culture. Not specifically within the scope of this year’s survey is the general growth of video/visual content. So, certainly Instagram’s large reported use is attention-getting. Its value as an agency new business tool will be something to watch over the upcoming year, as will the use of YouTube for business development.
- While it’s not fair to say categorically the effectiveness of social media as an agency new business tool is a roll of the dice, it’s appropriate to advise making certain it isn’t. Again, the purpose of this webinar is not to promote any specific tool or product, so these remarks are based on what respondents are telling us. LinkedIN certainly seems to have an effective role in agency new business. While Twitter is credited with drawing traffic to agency websites, 1) this has been related in the survey qualitatively, not quantitatively, and 2) any conversion of Twitter-driven website visits turning into new business is also not reported. Our counsel would NOT be to stop using social media tools outside of LinkedIn. Not at all. Rather, we suggest: That is STRONGLY recommended that you develop a sound social media strategy with your new business team beginning with rational expectations. Allocate precious time dedicated to new business development accordingly.
- Email marketing services have been steadily climbing up the tool ranking chart since we began this survey in 2013. With 55% of respondents reporting usage in 2013, Email marketing services as a category, was ranked #4, behind Social Media, SEO Tools and Research Services. 2014 saw Email marketing services move to the #3 slot after Social Media and SEO Tools. In this year’s survey, respondents have pegged this category of tools as #2 behind social media. And, there’s a deeper story.
- We surveyed on usage of 11 branded offerings. This chart shows the top nine. Also included in the survey were Campaigner and GraphicMail. They aren’t on this slide as both received zero responses.
- What was a bit stunning in this section of the survey is the number of “other” mentions received. 61% of the responses for “other” were specifically Hubspot. The implications of this, is that HubSpot – through “other” responses – actually ranked #2 in Email Marketing Services used, behind MailChimp.
- In a category that grew 10% over the past year, Constant Contact and Campaign Monitor took significant hits in reported usage. The dramatic growth of MailChimp indicates HubSpot was not the sole driver of the category growth. In fact, many respondents indicated use of more than one Email Marketing Service. This isn’t an efficient approach over the long term and indicates active trial of the features and ease-of-use the various platforms offer.
- The effectiveness scores provided reflect this, as agencies try different offerings. Just over 16% rated their Email Marketing Services at a 9 or 10, that is, highly effective. In open ended responses, HubSpot and MailChimp have very enthusiastic users: Example comments include: “MailChimp is the most effective and integrates with many other services…” “Mailchimp is a great tool - very easy to use and it looks great.” “HubSpot - does everything we need from an email perspective.” “The HubSpot tool is by far the best tool for email. None other comes close.” So, where do all the ratings of 4 – 7 come from?
- With comments such as the following, it would seem that effectiveness would be driven as much by Email Marketing Strategy and the Consistency within it, as much as the tool itself: “only use email to promote events (shows, speaking engagements, etc.)” “Not convinced emails are the best way to connect with prospects.” “Many of our prospects don't like the general, canned approach. We find that personalized emails work better, followed by general ones.”
- So, looking beyond email marketing services which with 10% growth 2014 to 2015 moved from the #3 Tool Category to #2, we’ll be touching here on four categories that exceeded growth of 10%, and still have a lot of potential to grow.
- These include: #4 Ranked CRM/Contact Management Software, which grew by +14% #5 Ranked Project Management/Collaboration Tools, posting growth of +16% #6 Ranked Social Media Monitoring Tools. Reported usage grew by +15% And #9 Ranked Marketing Automation / Inbound Marketing Platforms, that more than doubled in growth from 18 to 40%
- The expanded use of CRM/Contact Management Platforms from 2013 through 2015 has been consistent and significant. In 2013, this category ranked 7th in usage according to respondents. Since then it’s risen 25 percentage points to the #4 ranked category. Because of the scope of capabilities CRM tools can encompass, we asked respondents if they are: Using them ONLY for contact management, or Utilizing the full suite of tools
- What respondents reported is: - Just 32% are using CRM platforms for Contact Management exclusively.
- Among the 32% using these tools for Contact Management, Salesforce is the clear leader for this purpose, and HubSpot the strong #2. Respondents ranked all other options far behind for Contact Management only.
- And among the 68% using the full range of CRM functions available through these tools, Salesforce and HubSpot were far and away category leaders. As a CRM suite, HubSpot ranks slightly ahead of Salesforce. But, remember when we talked about the rise in year-to-year usage in this category?
- When we look at these tools and how respondents ranked them 2015 versus 2014, HubSpot clearly emerges as the driving force behind the increased usage of these tools. For contact management usage only, HubSpot was not even on the chart in 2014 ---
- The same is to be said with regard to use as a CRM Suite. The category’s year-to-year growth is primarily due to HubSpot, with a minor thrust tied to Sugar CRM.
- 60% of respondents gave CRM and Contact Management tools a rating of 6 or higher on a scale of 1 -10, with 10 being highly effective. So, we’ve seen strong growth in the category; what’s behind somewhat tepid effectiveness ratings?
- A handful of respondents indicate the providers have some opportunities to improve the tools – or training. For example: - “HubSpot CRM beta user. Very happy with it, but there is limited training available right now and thus we are not fully utilizing its potential.” Another comment relates that CRM tools are designed with companies selling products in mind, rather than those selling services: “… I still don't think there is a great CRM available that is tailored to marketing/advertising agencies that are selling a service vs. a product….” For the most part though, respondents put the burden of effectiveness on themselves, indicating they need to do more to use the tools more fully and harvest the benefits they offer more completely: “Tool is as effective as our use, which needs to increase.” “We haven't developed the proper processes to make it effective.” “We love Hubspot and Salesforce, we are just in the process of making sure we are using them as effectively as possible.”
- Moving on to the next category, reported usage of Project Management and Collaboration Tools rose slightly, 2013 to 2014, with the category ranking at #6 in agency new business tools both years. In 2015, reported usage of this category jumped 16 percentage points, moving it to the #5 rank in usage.
- However, comments offered by respondents suggest that while usage is increasing, application of this category of tools is still far more widespread on existing business rather than being used for new business. We will be watching this split more quantitatively in future surveys. Examples of respondent comments include: “More useful for client service/account management.” “This wasn't effective at helping with new business, this is used more on the accounting side (timesheets, opening jobs, etc) than it is for new business.” “Don't use for new business.” A couple comments point to the benefits project management and collaboration tools can provide in building efficiencies, and in growing revenue organically with existing clients. “It's nice but nothing that is monumental in attracting NBIZ leads. it's great for organizing.” “Mostly an internal tool though we are moving toward using it to increase revenue with existing clients.” Again, without promoting a particular category of tools or specific tools, the organizational efficiencies project management tools seem to use could arguably assist agency new business initiatives simply by opening up time. Granted, this is theoretical AND requires discipline – both in terms of using these tools to their fullest potential, AND in applying time saved specifically to new business activities. Still, something to contemplate as you evaluate your own business plan and your resources to support it – including TIME. So, with TIME in mind, what Project Management and Collaboration tools are your peers using?
- Basecamp and Workamajig clearly get the highest rankings, with Basecamp far in the lead. The numbers cited here add up to over 100%. This is understandable in a lot of categories, but seems a bit bemusing where time optimization is a key purpose of this category of tools. Some of the respondent comments point to trial – testing new software as they continue using existing programs for a majority of their work. Other comments imply an agency-preferred tool for the majority of their work, plus use of another tool used by a key client. Such mentions include: “We have used Basecamp for many years. Some of our non-techie clients, however, do not like to use it. Internally, Trello is probably our favorite tool because it's very visual and intuitive.” “Clients have too many other tools to use and email and Google Drive and DropBox tends to work as well.” “Experimenting with Basecamp, too early to comment.”
- The top three Project Management / Collaboration tools in both 2014 and 2015 are Basecamp Workamajig Advantage Reported usage of each increased year-to-year. The increased use of Basecamp by more than 20 percentage points is certainly a driver behind this category’s growth of 16 percentage points 2015 vs 2014.
- The next category we are looking at is Social Media Monitoring Tools. Over the three years we have fielded this survey, reported use of Social Media Monitoring Tools has taken a dip and then bounced back up. And, ranked as the #5 category of agency new business tools in 2013, the growth that’s been reported in 2015 is still putting Social Media Monitoring Tools short of its 2013 overall ranking. As the #6 ranked category in 2015, here’s how respondents report usage of the various offerings in the category….
- HooteSuite scored at the top with 75% of respondents indicating they use is. The other category at 68% certainly pushes Klout and TweetDeck down a notch in the rankings. What’s underlying that? ---
- More than HALF of the mentions in the “other” category, again, are HubSpot.
- As such, HubSpot would be the #2 platform named after HooteSuite. That’s quite a performance. HubSpot did not appear in our prior surveys and was not included specifically as a branded option to choose from in 2015. What are respondents saying about Social Media Monitoring Tools and HubSpot in particular?
- Although the reported usage of social media monitoring tools for agency new business has grown, respondents offered comparatively tentative responses to the effectiveness of these resources. Strongest feedback includes: “Helps us know where to concentrate our efforts.” “HubSpot offers a good all in one tool for blogging/social media and automation” “The HubSpot social media tool keeps us engaged and more organized at scheduling posts.” “Taken together they help us streamline inbound marketing to create and support awareness and lead gen” More generally, respondent say things like: “Great gauge on brand awareness - but not necessarily generating leads.” “The tools work better the more you can act on them.” “Social tracking is nascent. attribution is a major challenge.”
- A fourth category we are looking at in some detail today is Marketing Automation tools. Usage of Marketing Automation tools ranked 9th out of 10 according to our respondents. We wanted to touch on them today, however, given the surge in their year-to-year reported use. After a bit of a dip in reported usage 2014 versus 2013, it seems to have skyrocketed over the past year.
- HubSpot is truly a category leader here, isn’t it?
- HubSpot also definitively led the category according to respondents in 2014 as well. However, HubSpot usage increased by 25 percentage points, while #2 Marketo and #3 Pardot both declined. Marketing Automation Tools may be the #9 Category in this years survey, but HubSpot seems to have attracted a lot of new fans this year. Tracking with the quantitative input, the comments we received center primarily on HubSpot. For example: “HubSpot - offers everything we need to manage inbound programs for both ourselves and our clients.” and, “HubSpot is the core of our sales and marketing strategy.”
- The reality that HubSpot is not magic, however, is reflected in comments such as this one: “HubSpot can be effective, but it requires a great deal of "care & feeding" for a small agency like ours. We find it more helpful for our clients than ourselves.” And, more generally, one respondent reflected: “When done correctly, automation has a significant impact on the buyers' journey and shortens the sales cycle.”
- With category usage at 40%, Marketing Automation has a lot of growth potential – assuming the tools deliver. And their effectiveness hinges significantly on user ability – strategically, creatively and technically. It will be interesting to see how this category develops over the year ahead.
- In the time we’ve shared so far, we’ve looked in some depth at six of the ten categories included in this year’s survey, plus the highly important website.
- In the 2015 Tools and Technology Survey, we also examined categories: Research Services SEO Tools Prospect / List Building Tools Content Development Tools
- The use of Research Services as a category has declined steadily each year of our survey, from 60% in 2013 to 48% in 2015. 2014 to 2013 was a large drop of 10%. These services include: The List, Hoovers, 4A’s and LexisNexis among others. Some services did gain users – a big winner was the List, jumping from 32.4% in 2014 to 46.3% in cited usage by respondents. Generally, respondents cited up-to-date information as a concern with a number of the services in this category.
- Reported usage of SEO tools is virtually flat. Google Keyword Planner and Google Trends lead this category. HubSpot registered the #5 spot by write-in mentions.
- Although reported use of Prospect / List building tools was up about 7 percentage points 2015 versus 2014, it was about even with 2013 reported usage. 2014 to 2015, the top five cited tools enjoyed increased usage, with LinkedIn and The List leading the category, and both posting strong growth.
- 2015 marked the first time we asked agencies about their use of Content Development tools in agency new business. Use of custom in-house video content development dominates thus far, with over half of respondents indicating using this approach. At this comparatively early point in development of this category, comments from respondents about the effectiveness of Content Development Tools varied from: “Just in the beginning stages.” And “Good to attract New business leads to our area of expertise.” To “Good tool for some clients but not so useful for new business development. Better for delivery and client service than new customer acquisition.” This will be a category to watch in the years ahead.
- Looking back at the objectives for this Webinar, Your agency peers indicate that Tools like LinkedIN, Salesforce and HubSpot are important in supporting their new business initiatives. Importantly, they remind us how vital that proprietary tool – your agency website - is. Organizing information for greater ease of use has driven increases in reported usage across categories and a number of tools. And, as reported in our 2015 Industry Outlook survey, competition in this industry is intensifying. As this continues, we can expect agencies will continue to seek efficiencies and results from these tools. As more than one respondent articulated though, at the end of the day, the success of these tools and the results you achieve ultimately rest on your agency new business strategy, the consistency your team puts behind it and their ability to employ the tools you select to support your program.
- So, with regard to the final question: what are the three top tools we recommend? So that this is not overlooked or under-emphasized, we’re going to go with four:
- First, and most importantly, do be certain you have the right people. They need to be passionate about agency new business. And, they need to be: Strategic Consistent Creative Eager to learn and apply the ever-evolving-and-emerging tools and technology effectively.
- 2. Website. The survey respondents were spot on when they spoke of the role their website plays in agency new business. Make sure it’s in top condition and accurately broadcasting on your behalf.
- 3. A solid List-Building Tool. You really cannot get an effective agency new business program off the ground without a strategically-built and very accurate list. Be diligent about making sure you have the right contacts.
- 4. For the sake of efficiency, organization, and keeping all developing prospects on your radar screen, a good CRM can be the difference between securing some new pieces of business and a highly successful agency new business program.
- We appreciate your time with us today in this Webinar. We covered a lot of ground. And, there is still more information and insights to leverage from the 2015 New Business Tools Survey. Watch our website for additional resources coming in June, including our eBook, Videos and Blog Posts. You can sign-up for our newsletter, which will include announcements about the availability of these resources. Just sign up on our homepage at www.rswus.com. Scroll to the bottom of the page to subscribe. Or, email me.