Post on 14-Sep-2014
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New Business Tools:
2014 Webinar
lee@rswus.com @rswus #agencynewbusiness
Lee McKnight Jr.-Director of Business Development at
RSW/US
BACKGROUND
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350+ agency respondents nationwide from the RSW/US & Mirren Databases.
BACKGROUND
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Thanks to
BACKGROUND
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Download at:
http://www.rswus.com/white-paper/rswus-mirren-2014-new-business-tools-report
BACKGROUND
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BACKGROUND
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BACKGROUND
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WHAT YOU WANT FROM THE FUTURE
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MORE ACCURATE PROSPECT DATA
“A database of marketers that can
guarantee more accuracy than 20% as
far as marketing leadership at
corporations; news and creative
product, also that accurately
represents current agency
relationships” –Agency Survey Participant
WHAT YOU WANT FROM THE FUTURE
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BETTER DATA ABOUT WHO’S VISITING THE AGENCY WEBSITE
WHAT YOU WANT FROM THE FUTURE
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MAKING CURRENT TOOLS MORE TAILORED TO AGENCY NEEDS (OR JUST EASIER TO USE)
“An easy-to-use tracking database for hosting all
pertinent client and prospect information - an
“Apple-like” version of Salesforce.”-Agency Survey
Participant
WHAT YOU WANT FROM THE FUTURE
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Most Prevalent theme= Integration/Aggregation Of
New Business Information/Process Within Agency
“Lead tracking, resource management, project tracking -
somewhere between Salesforce (too robust) and Excel
(too simplistic, not online)”-Agency Survey Participant
WHAT YOU WANT FROM THE FUTURE
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I. Break down each new business tool category, answering the following:
WEBINAR GOAL
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1) What tools are your agency peers using and why?
WEBINAR GOAL
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2) What changes have occurred in usage compared to last year's survey?
WEBINAR GOAL
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3) What new tools are your peers using that may benefit your new business efforts?
WEBINAR GOAL
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II. If resources are limited (and they usually are) what are the top 5 tools we recommend.
WEBINAR GOAL
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I. Category Breakdowns
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1. Social Media
2. CRM Software
3. Research Services
4. Prospect Contact/List Building Services
5. SEO Tools
6. Email/Auto-Responder Services
7. Social Media Monitoring Tools
8. Marketing Automation/Inbound Marketing Platforms
9. Project Management/Collaboration Tools
9 Categories in order of most-used new business tools by
agencies
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TOOL #1: SOCIAL MEDIA
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1) Social Media-The most
used agency new business
tools
2014: 89%
2013: 87%
TOOL #1: SOCIAL MEDIA
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TOOL #1: SOCIAL MEDIA
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2014 2013
20%
18%
17%
11%
8%
TOOL #1: SOCIAL MEDIA
21%
21%
20%
14%
8%
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Overall effectiveness = 40% this year-
only 18% in 2013
TOOL #1: SOCIAL MEDIA PLATFORMS
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“Driver of brand awareness but not lead generation.”Agency Survey Participant
TOOL #1: SOCIAL MEDIA PLATFORMS
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“As long as we have directed our efforts accordingly for the right social media channel, we have seen great success in new biz leads through social media.”
Agency Survey Participant
TOOL #1: SOCIAL MEDIA PLATFORMS
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“Getting continually more effective – a year ago I would have rated social media a ‘3’.“ Agency Survey Participant
TOOL #1: SOCIAL MEDIA PLATFORMS
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Start small.
TOOL #1: SOCIAL MEDIA PLATFORMS
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Make sure you’re
where your
prospects are!
TOOL #1: SOCIAL MEDIA PLATFORMS
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Google+ basically
still a wasteland
and now
authorship rank is
gone (sort of).
TOOL #1: SOCIAL MEDIA PLATFORMS
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Why aren’t you using:
In Q4 of 2013, the site averaged 60 million
unique visitors a month and 215 million page
views. SlideShare is among the top 120
most-visited Web sites in the world.
15 Mind-Blowing Stats About SlideShare
TOOL #1: SOCIAL MEDIA PLATFORMS
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Why aren’t you using:
TOOL #1: SOCIAL MEDIA PLATFORMS
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TOOL #2: CRM/CONTACT MANAGEMENT SOFTWARE PLATFORMS
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2014: 56%
2013: 45%
CRM-#2 most used agency new business tool
TOOL #2: CRM
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TOOL #2: CRM
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TOOL #2: CRM
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2014 2013
TOOL #2: CRM
40%
26%
11%
8%
8%
39%
6%
4%
2%
2%
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As with new business generally-
it’s about time and ease of use
TOOL #2: CRM
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68% of agencies using
a
CRM
believe
their system is
effective
TOOL #2: CRM
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“I am a team of 1, so I find it difficult to make time to keep up with my lead management in Salesforce.”
Agency Survey Participant
TOOL #2: CRM
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“… cumbersome and not built for our industry - I need something more intuitive to how an agency cultivates business and allows for collaboration.”
Agency Survey Participant
TOOL #2: CRM
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CRMEXCEL
TOOL #2: CRM
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Why not effective?
• Difficult to keep it updated• Only use it as a database• Too complex/too expensive
TOOL #2: CRM
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• Difficult to keep it updated• Only use it as a database• Too complex/too expensive
TOOL #2: CRM
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TOOL #3: RESEARCH SERVICES
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2014: 58%
2013: 60%
TOOL #3: RESEARCH SERVICES
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TOOL #3: RESEARCH SERVICES
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2014 2013
TOOL #3: RESEARCH SERVICES
13% 17%
12%
11%
10%
17%
12%
10%
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2014=72%
2013=41%
TOOL #3: RESEARCH SERVICES
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A few reasons why Agency principals say research services are effective:
Clients/prospects love research.
"They support the development and rationale of our strategic thinking as well as elevate our insight and knowledge of that category, consumer and brands.”
“We use our research services to monitor trends, companies’ current campaigns and upcoming needs, and conduct research on prospective clients, their competitors and overall product categories to get smart in advance of a pitch or prospecting outreach effort.”
TOOL #3: RESEARCH SERVICES
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The flip side:
• Data isn't granular enough
• Limited information available
on regional prospects
“Often they aren’t fast or
specific enough, never
provides an aha moment to
win business. Either too late or
irrelevant to our domain
expertise.” Agency Survey Participant
TOOL #3: RESEARCH SERVICES
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TOOL #4: PROSPECT CONTACT/LIST BUILDING SERVICES
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2014: 38%
2013: 43%
TOOL #4: LIST BUILDING
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2014 2013
30% 49%
26%
11%
9%
20%
17%
1%
TOOL #4: LIST BUILDING
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64% of agencies surveyed
found their service effective
in 2014 vs. 54% in 2013.
TOOL #4: LIST BUILDING
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Why LinkedIn?
TOOL #4: LIST BUILDING
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TOOL #4: LIST BUILDING
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“Building a large list to send mass,
unsolicited emails to, doesn’t seem to be
as effective as more targeted,
personalized outreach. This takes more
time and effort of course, but ultimately
seems to be more successful (and
doesn’t seem like an impersonal SPAM
attack).”
Agency Survey Participantthey’re just not using lists at all.
TOOL #4: LIST BUILDING
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TOOL #5:
SEO
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2014: 74%
2013: 67%
TOOL #5: SEO
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2014 2013
TOOL #5: SEO
70%
15%
10%
3%
42%
24%
17%
3%
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67% of agencies
surveys said their
SEO platform is
effective in 2014
vs. 54% in 2013.
TOOL #5: SEO
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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.combeginner’s
guide
TOOL #5: SEO
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You’ll burn both new business
ends keeping up with all the
changes in Search.
TOOL #5: SEO
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Authorship
rankings,
keyword,
organic,
AdWords, the
link between
social sharing
and search
rankings, etc.
TOOL #5: SEO
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“We often are told by
prospects that they
found us by doing a
Google search.
We find that
updating and
keeping track of our
SEO performance is
one of the top ways
that we can generate
awareness of and
interest in our
agency.”
Agency Survey Participant
TOOL #5: SEO
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“84% say knowing the ultimate
impact of pages and content in terms
of traffic, conversions, and revenue
is now more important.”
Marketing Profs: The State of SEO in 2014
TOOL #5: SEO
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“Only 50% say
measuring the
business impact of
keywords is more
important in 2014,
again perhaps
reflecting keywords'
changing role in SEO.”
Marketing Profs: The State of SEO
in 2014
TOOL #5: SEO
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“85% of respondents
say taking a
page/content-based
approach to SEO is
more important in 2014
than it was in 2013.”
Marketing Profs: The State of SEO in
2014
TOOL #5: SEO
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“Mostly it is about the time it
takes to work on our business
versus our clients. Classic case
of Cobbler’s children.”
Agency Survey Participant
TOOL #5: SEO
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TOOL #6: EMAIL/AUTO-RESPONDER SERVICES
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2014: 63%
2013: 55%
TOOL #6: EMAIL/AUTO-RESPONDER
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2014 2013
TOOL #6: EMAIL/AUTO-RESPONDER
28%
26%
16%
10%
24%
22%
11%
3%
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• They are easy to track
• They are customizable
• They are easy to use
use are very effective, primarily because:
72% of agency executives (vs. 55% in 2013)say the platforms they
TOOL #6: EMAIL/AUTO-RESPONDER
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Several takeaways for agencies here:
1) Agencies have obviously taken note of
the somewhat crowded playing field and
explored more options than in 2013.
TOOL #6: EMAIL/AUTO-RESPONDER
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TOOL #6: EMAIL/AUTO-RESPONDER
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2) As one agency
survey
respondent
pointed out,
“Depends mostly
on the content,
not the service
provider.”
TOOL #6: EMAIL/AUTO-RESPONDER
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One last point to consider:
“The tracking/reporting as to what devices
emails are opened on, which areas are
being clicked on, survey responses, etc., all
provide valuable data that optimizes
relevancy in iterative communications...”
Agency Survey Participant
TOOL #6: EMAIL/AUTO-RESPONDER
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7. SOCIAL MEDIA MONITORING TOOLS
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2014: 46%
2013: 53%
TOOL #7:SOCIAL MEDIA MONITORING TOOLS
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TOOL #7:SOCIAL MEDIA MONITORING TOOLS
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2014 2013
TOOL #7:SOCIAL MEDIA MONITORING TOOLS
30%
17%
17%
13%
30%
17%
13%
5%
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Oddly, with over
half of agencies
using these tools,
61% find them not
effective. (58% in
2013)
NEW BUSINESS TOOLS: THE DEFINITIVE GUIDE
TOOL #7:SOCIAL MEDIA MONITORING TOOLS
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“They really don’t offer a very comprehensive, insightful dashboard.”
“… again, due to level of activity on social media (Facebook, Twitter, etc.), effectiveness is minimal...”
TOOL #7:SOCIAL MEDIA MONITORING TOOLS
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TOOL #8: MARKETING AUTOMATION/INBOUND MARKETING PLATFORMS
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2014: 18%
2013: 22%
TOOL #8:INBOUND MARKETING PLATFORMS
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TOOL #8:INBOUND MARKETING PLATFORMS
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2014 2013
TOOL #8:INBOUND MARKETING PLATFORMS
62%
19%
14%
51%
15%
11%
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The biggest surprise comes from
agency opinions of overall
effectiveness.
Last year only 43% of agencies
surveyed found their inbound
platforms effective, versus 85%
this year, a huge jump.
TOOL #8:INBOUND MARKETING PLATFORMS
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Agencies are still becoming acclimated to inbound
platforms and the best way to fully integrate them
into their agency new business structure.
TOOL #8:INBOUND MARKETING PLATFORMS
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“Most agencies are still trying to do this with
wordpress + hootsuite + seomoz + constant
contact + marketo + google analytics +
yesware.
Those are all great tools, but they don’t talk
to one another, they each have their own
learning curve, constant syncing of data
and lists, don’t provide instant insights into
what’s working and what’s not.”
-Peter Caputa, VP of Sales at HubSpot
TOOL #8:INBOUND MARKETING PLATFORMS
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TOOL #9: PROJECT MANAGEMENT/COLLABORATION
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2014: 54%
2013: 59%
TOOL #9: PROJECT MANAGEMENT/COLLABORATION
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TOOL #9: PROJECT MANAGEMENT/COLLABORATION
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2014
56%
19%
8%
2013
50%
22%
1%
TOOL #9: PROJECT MANAGEMENT/COLLABORATION
56%
19%
8%
50%
22%
1%
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TOOL #9: PROJECT MANAGEMENT/COLLABORATION
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Comments were, as expected,
mixed.
“Clients like to know we use
something, anything. As long it
means keeping their projects
on track and on time.”
Agency Survey Participant
TOOL #9: PROJECT MANAGEMENT/COLLABORATION
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Similar to inbound CRM, agencies
continue to look for that “best”
platform.
“We are constantly in search of a
better solution.”
Agency Survey Participant
TOOL #9: PROJECT MANAGEMENT/COLLABORATION
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“Basecamp helps us stay organized with
workflow, individual assignments and deadlines
during an active pitch. Advantage
helps us to organize and manage our new
business jobs and track costs. We separate our
new business jobs into two categories (new vs.
organic growth), and within those four sub-
categories (pitch, prospecting, externalization and
newbiz operations).”Agency Survey Participant
TOOL #9: PROJECT MANAGEMENT/COLLABORATION
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II. If resources are limited (and
they usually are) what are the top 5
tools we recommend.
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YOUR 5 KEY TOOLS AND WHY
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1. A targeted list-20 a month
2. A targeted content strategy-1 blog post
a week
3. One social media channel-LinkedIn
4. A CRM to keep track
5. An automated email provider
YOUR 5 KEY TOOLS AND WHY
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Reach me at lee@rswus.com
Twitter: @RSWUS or @LeeMcKnightJr