RSW/US 2015 Agency New Business Tools Webinar

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

Lee McKnight Jr. – Director, Business Development at

RSW/US

INTRODUCTION

Nearly 300 agency respondents nationwide from RSW/US and Mirren databases.

INTRODUCTION

Thanks to

https://www.mirren.com/

INTRODUCTION

Download at:

http://www.rswus.com/survey/agency-new-business-tools-2015-annual-report/

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)

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 / VPNew Business Manager / Director / VP Strategy Manager / Director / VP

President/CEO/COO

New Business Lead

THE T

HREE MOST

ESSENTIAL N

EW B

USINESS

TOOLS

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MOST CRUCIAL TOOLS FOR AGENCY NEW BUSINESS

• Hubspot - 27%

MOST CRUCIAL TOOLS FOR AGENCY NEW BUSINESS: BRANDED

• HubSpot - 27%• Salesforce –

17%


• HubSpot - 27%

• Salesforce – 17%

• LinkedIn – 16%


• HubSpot - 27%

• Salesforce – 17%

• LinkedIn – 16%• Access

Confidential – 10%


Access Confidential



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?


“People, people, people ---- we don’t use software.”

IDEAL

NEW B

USINESS T

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DESCRIBE THE IDEAL NEW BUSINESS TOOL YOU WISH EXISTED…

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


Themes in response:



Themes in response:




Themes in response:





Themes in response:




4. A simpler/more practical CRM


WEBIN

AR GOALS

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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?

CATEGORIE

S AND

INSIG

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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


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

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

92.7%

73.4%

70.6%

70.2%

69.5%

62.4%

48.5%

45.3%

39.9%

19.2%

% of 2015 Respondents Using

In survey for first time

in 2015.

CATEGORIES NEW BUSINESS TOOLS – CATEGORY USAGE, ANNUAL COMPARISONS: 2013 THROUGH 2015

Soci

al M

edia

Em

ail M

ark

eti

ng S

erv

ices

SEO

Tools

CR

M/C

onta

ct M

anagem

ent

Soft

ware

Pro

ject

Managem

ent/

Collabora

-ti

on T

ools

Soci

al M

edia

Monit

ori

ng T

ools

Rese

arc

h S

erv

ices

Pro

spect

Conta

ct/L

ist

Buildin

g

Soft

ware

Mark

eti

ng A

uto

mati

on/Inbound

Mark

eti

ng P

latf

orm

s

Conte

nt

Develo

pm

ent

Tools

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100% 93%

73% 71% 70% 70%62%

49% 45%40%

19%

Changes in Reported Year to Year Category Usage2013 - 2015

201320142015


Soci

al M

edia

Em

ail M

ark

eti

ng S

erv

ices

SEO

Tools

CR

M/C

onta

ct M

anagem

ent

Soft

ware

Pro

ject

Managem

ent/

Collabora

-ti

on T

ools

Soci

al M

edia

Monit

ori

ng T

ools

Rese

arc

h S

erv

ices

Pro

spect

Conta

ct/L

ist

Buildin

g

Soft

ware

Mark

eti

ng A

uto

mati

on/Inbound

Mark

eti

ng P

latf

orm

s

Conte

nt

Develo

pm

ent

Tools

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100% 93%

73% 71% 70% 70%62%

49% 45%40%

19%


201320142015


Soci

al M

edia

Em

ail M

ark

eti

ng S

erv

ices

SEO

Tools

CR

M/C

onta

ct M

anagem

ent

Soft

ware

Pro

ject

Managem

ent/

Collabora

-ti

on T

ools

Soci

al M

edia

Monit

ori

ng T

ools

Rese

arc

h S

erv

ices

Pro

spect

Conta

ct/L

ist

Buildin

g

Soft

ware

Mark

eti

ng A

uto

mati

on/Inbound

Mark

eti

ng P

latf

orm

s

Conte

nt

Develo

pm

ent

Tools

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100% 93%

73% 71% 70% 70%62%

49% 45%40%

19%


201320142015


Soci

al M

edia

Em

ail M

ark

eti

ng S

erv

ices

SEO

Tools

CR

M/C

onta

ct M

anagem

ent

Soft

ware

Pro

ject

Managem

ent/

Collabora

-ti

on T

ools

Soci

al M

edia

Monit

ori

ng T

ools

Rese

arc

h S

erv

ices

Pro

spect

Conta

ct/L

ist

Buildin

g

Soft

ware

Mark

eti

ng A

uto

mati

on/Inbound

Mark

eti

ng P

latf

orm

s

Conte

nt

Develo

pm

ent

Tools

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100% 93%

73% 71% 70% 70%62%

49% 45%40%

19%


201320142015

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


TOOL #

1: SOCIA

L MEDIA

92.7 %

REP

ORTED

USAGE

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TOOL #1: SOCIAL MEDIA PLATFORMSTOOL USAGE, ANNUAL COMPARISONS: 2013 THROUGH 2015

2013 2014 201584%

85%

86%

87%

88%

89%

90%

91%

92%

93%

94%

87%

89%

93%

Social Media Platforms

TOOL #1: SOCIAL MEDIA PLATFORMSRANKING BY PLATFORM

LinkedIn

Facebook

Twitter

YouTube

Google+

Instagram

Vimeo

Pinterest

SlideShare

Vine

Quora

XING

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

97%

89%

88%

54%

43%

43%

31%

28%

28%

4%

4%

0%

Social Media Platform - % Respondents Using 2015

TOOL #1: SOCIAL MEDIA PLATFORMSUSAGE 2015 VS. 2014

LinkedIn

Face

book

Tw

itte

r

YouTube

Google

+

Inst

agra

m

Vim

eo

Pin

tere

st

SlideShare

Vin

e

Quora

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100% 97%

89% 88%

54%

43% 43%

31%28% 28%29%

Usage Comparison 2015 vs. 2014

2014 2015

TOOL #1: SOCIAL MEDIA PLATFORMS 2015EFFECTIVENESS

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%

4.4%

9.4%

19.5%

8.2%

15.7%

16.4%

12.6%

9.4%

1.3%

3.1%

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)

2015 Top Three

TOOL #1: SOCIAL MEDIA PLATFORMSWHAT RESPONDENTS SAY:

Tops in referrals, establishing connections with contacts.

2015 Top Three


Highly mixed reviews. Reported value seems to be primarily in showcasing agency “culture” and personality.

2015 Top Three


Recognized for bringing traffic to the website. Could it overtake Facebook in 2016?

2015 Special

Mentions


Reported #4 most used platform

Big year to year jump:

2015: 43%2014: 29%

TOOL #1: SOCIAL MEDIA PLATFORMSGENERAL CONSENSUS

TOOL #

2:

EMAIL MARKETI

NG

SERVICES

73.4%

REPO

RTED U

SAGE

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TOOL #2: EMAIL MARKETING SERVICESTOOL USAGE, ANNUAL COMPARISONS: 2013 THROUGH 2015

2013 2014 20150%

10%

20%

30%

40%

50%

60%

70%

80%

55%

63%

73%

Email Marketing Services

#4 Tool

#3Tool

#2 Tool

TOOL #2: EMAIL MARKETING SERVICESRANKING BY PLATFORM

MailChimp

Constant Contact

Emma

Campaign Monitor

Salesforce Marketing Cloud

iContact

Benchmark Email

GetResponse

VerticalResponse

0% 10% 20% 30% 40% 50% 60%

54%

25%

14%

13%

6%

5%

1%

1%

1%

Email Marketing Services - % Respondents Using2015

TOOL #2: EMAIL MARKETING SERVICESRANKING BY PLATFORM

Other (please specify)

MailChimp

Constant Contact

Emma

Campaign Monitor

Salesforce Marketing Cloud

iContact

Benchmark Email

GetResponse

VerticalResponse

0% 10% 20% 30% 40% 50% 60% 70%

59%

54%

25%

14%

13%

6%

5%

1%

1%

1%

Email Marketing Services - % Respondents Us-ing

2015HubSpot was Specified in Nearly Two-Thirds of “Other” Responses

Counting “Other” Responses: #1: MailChimp#2: HubSpot#3: Constant Contact

TOOL #1: EMAIL MARKETING SERVICESUSAGE 2015 VS. 2014

MailC

him

p

Const

ant

Conta

ct

Em

ma

iConta

ct

Cam

paig

n M

onit

or

Vert

icalR

esp

onse

0%

10%

20%

30%

40%

50%

60%

34%32%

4%7%

12%

3%

54%

25%

15%

5%1% 1%

Usage Comparison 2015 vs. 2014

2014 2015

TOOL #2: EMAIL MARKETING SERVICES 2015EFFECTIVENESS

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%

1.6%

3.3%

6.5%

13.8%

10.6%

12.2%

18.7%

17.1%

8.1%

8.1%

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)

TOOL #1: SOCIAL MEDIA PLATFORMSGENERAL CONSENSUS

2015 FASTE

ST GROW

ING

CATEGORIE

S

GROWTH

>10%

VS. 2

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CATEGORIES NEW BUSINESS TOOLS – FASTEST GROWING CATEGORIES

CRM/Con

tact

Man

agem

ent S

oftw

are

Proj

ect M

anag

emen

t/Col

labo

ratio

n To

ols

Socia

l Med

ia M

onito

ring

Tool

s

Marke

ting

Autom

atio

n/In

boun

d Mar

ketin

g Pl

atfo

rms

0%10%20%30%40%50%60%70%80%

56% 54%47%

18%

70% 70%62%

40%

Changes in Reported Year to Year Category Usage

2013 - 2015

2014 2015

#4 Tool

#5 Tool

#6 Tool

#9 Tool

CATEGORIES NEW BUSINESS TOOLS – #4 RANKED: CRM/CONTACT MANAGEMENT PLATFORMS

#5 Tool

#6 Tool

#9 Tool

CRM USAGE, ANNUAL COMPARISONS: 2013 THROUGH 2015

2013 2014 20150%

10%

20%

30%

40%

50%

60%

70%

80%

45%

56%

70%

#7 Tool

#4 Tool

#5 Tool


#5 Tool

#6 Tool

#9 Tool#6

Tool

#4 Tool

#5 Tool

32%

68%

CRM Tools Used

Contact Management Only Full CRM


#5 Tool

#6 Tool

#9 Tool#6

Tool

#4 Tool

#5 Tool

Salesforce

HubSpot CRM

Excel

ACT!

Pipeline Deals

Microsoft Dynamics

SugarCRM

Infusionsoft

Nimble

ZoHo

Maximizer

0% 5% 10% 15% 20% 25% 30% 35% 40% 45%

39%

29%

12%

5%

4%

3%

3%

2%

1%

1%

0%

Used for Contact Management Only


#5 Tool

#6 Tool

#9 Tool#6

Tool

#4 Tool

#5 Tool

HubSpot CRM

Salesforce

SugarCRM

Infusionsoft

Microsoft Dynamics

Nimble

0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%

46%

42%

8%

2%

2%

2%

Full CRM Suite Used


#5 Tool

#6 Tool

#9 Tool#6

Tool

#4 Tool

#5 Tool

Salesforce Excel ACT! HubSpot Sugar0.0%

5.0%

10.0%

15.0%

20.0%

25.0%

30.0%

35.0%

40.0%

45.0%

38.7%

11.8%

5.4%

29.0%

3.2%

Year-to-year usage: Contact Management Only

2014 2015


#5 Tool

#6 Tool

#9 Tool#6

Tool

#4 Tool

#5 Tool

Salesforce HubSpot CRM SugarCRM Microsoft Dynamics CRM

Infusionsoft0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

41.5%

46.2%

7.7%

1.5% 1.5%

Year-to-year Usageas CRM Suite

2014 2015


#5 Tool

#6 Tool

#9 Tool#6

Tool

#4 Tool

#5 Tool

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%

1.7%

5.1%

8.5%

7.6%

18.6%

14.4%

12.7%

13.6%

11.9%

5.9%

Effectiveness of CRM/Contact Management Tools


#5 Tool

#6 Tool

#9 Tool#6

Tool

#4 Tool

#5 Tool

Respondents indicate optimization is primarily on themselves.

CATEGORIES NEW BUSINESS TOOLS – #5 RANKED: PROJECT MANAGEMENT / COLLABORATION TOOLS

#5 Tool

#6 Tool

#9 Tool

PROJECT MANAGEMENT TOOLS, ANNUAL COMPARISONS: 2013 THROUGH 2015

2013 2014 20150%

10%

20%

30%

40%

50%

60%

70%

80%

50%

54%

70%

Project Management Tools

#6 Tool

#5 Tool

#6 Tool


#5 Tool

#6 Tool

#9 Tool#6

Tool

#5 Tool

#6 Tool

…ALWAYS Remember…Time is a Tool…

#5 Tool

#6 Tool

#9 Tool

Basecamp

Workamajig

Advantage

Asana

Pbworks

Docurated

FunctionFox

Central Desktop

Lighthouse

WorkflowMax

0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0% 80.0%

76.8%

24.2%

10.5%

7.4%

4.2%

3.2%

3.2%

2.1%

1.1%

0.0%

Project Management / Collaboration Tool Usage2015



#5 Tool

#6 Tool

#9 Tool#6

Tool

#5 Tool

#6 Tool

Basecamp Workamajig Advantage0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

56%

18%

8%

77%

24%

10%

Growth in Usage - Top Three Tools

2014 2015

CATEGORIES NEW BUSINESS TOOLS – #6 RANKED: SOCIAL MEDIA MONITORING TOOLS

#5 Tool

#6 Tool

#9 Tool

2013 2014 20150%

10%

20%

30%

40%

50%

60%

70%

53%

47%

62%

Social Media Monitoring Tools

#5 Tool

#7 Tool

#6 Tool


#5 Tool

#6 Tool

#9 Tool

#5 Tool

#7 Tool

#6 Tool

HootSuite

HubSpot

Klout

TweetDeck

Buffer

Sysomos

IFTTT

Social Tracker

Manage FlitterRadian6*

SocialOomph

Unmetric

Reachpod

Sociota

0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0% 80.0%

75%

37%

29%

27%

20%

19%

6%

6%

5%

5%

2%

0%

0%

Social Media Monitoring Tool Usage

*Salesforce


#5 Tool

#6 Tool

#9 Tool

#5 Tool

#7 Tool

#6 Tool

54% - Mentioned HubSpot in

“Other”

46% - the rest of “Other”

“HubSpot comprises over half of “Other” tools Mentioned

Hubspot Other


#5 Tool

#6 Tool

#9 Tool

#5 Tool

#7 Tool

#6 Tool

HootSuite

HubSpot

Klout

TweetDeck

Buffer

0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0% 80.0%

75%

37%

28%

27%

20%

Top Five Social Media Monitoring Tools - 2015


#5 Tool

#6 Tool

#9 Tool

#5 Tool

#7 Tool

#6 Tool

Is your audience engaged?

CATEGORIES NEW BUSINESS TOOLS – #9 RANKED: MARKETING AUTOMATION / INBOUND MARKETING PLATFORMS

#5 Tool

#6 Tool

#9 Tool

2013 2014 20150%

5%

10%

15%

20%

25%

30%

35%

40%

45%

22%

18%

40%

Marketing Automation Tools


#5 Tool

#6 Tool

#9 Tool

HubSpot

Marketo

Pardot (Salesforce)

Act-On

SharpSpring

Silverpop

Eloqua

Salesfusion

Velocify

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

87%

10%

10%

5%

5%

2%

0%

0%

0%

Marketing Automation Tools Usage2015


#5 Tool

#6 Tool

#9 Tool

HubSpot Marketo Pardot0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

51%

15%

0%

62%

14%

19%

87%

10% 10%

Annual Change in Usage by Platform: Marketing Automation

2013 2014 2015


#5 Tool

#6 Tool

#9 Tool


#5 Tool

#6 Tool

#9 Tool

ADDITIO

NAL TOOLS

FOR

AGENCY NEW

BUSIN

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ADDITIONAL CATEGORIES: RESEARCH SERVICES -

• Research Services

• SEO Tools

• Prospect / List Building Tools

• Content Development Tools

ADDITIONAL CATEGORIES: RESEARCH SERVICES -

• 2013: 60%

• 2014: 58%

• 2015: 48%

Reported category usage declining: Reported use of The List up notably:

2014 20150%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

32%

46%

The List: Reported Usage

ADDITIONAL CATEGORIES: SEO TOOLS

• 2013: 67%

• 2014: 74%

• 2015: 71%

Reported category usage flat:

Google Tools lead this category:

Google Keyword Planner

Google Trends MOZ SpyFu HubSpot*0.0%

10.0%

20.0%

30.0%

40.0%

50.0%

60.0%

70.0%

80.0%

90.0%79.6%

58.3%

34.0%

17.5% 15.5%

Which of the following SEO Tools do you currently use? (Select all that apply)

ADDITIONAL CATEGORIES: PROSPECT/LIST BUILDING TOOLS

• 2013: 43%

• 2014: 38%

• 2015: 45%

Reported category usage:

LinkedIn The List Access Confidential Jigsaw (Data.com) Hoovers0%

10%

20%

30%

40%

50%

60%

70%

31%

26%

10% 11%8%

65%

58%

24%

14%11%

Top Five Contact/List Building Software Offerings

2014 2015

AND, A NEW CATEGORY: CONTENT DEVELOPMENT TOOLS

2015 reported category usage: 19%

In-House Video Content De-velopment

Zerys

Contently

WriterAccess

Video Creation Marketplace

VideoPixie

Scripted

0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0%

52.4%

28.6%

19.0%

14.3%

4.8%

4.8%

0.0%

Which of the following Content Development Tools do you currently use? (Select all that apply)

CONCLUSIO

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REVIEWING OUR OBJECTIVES

TOP TOOLS

3

TOP TOOLS

3• People

TOP TOOLS

3• People• Website

TOP TOOLS

3• People• Website• List-Building Tool

TOP TOOLS

31. People2. Website3. List-Building Tool4. CRM

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: [email protected]

THANKS!

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Date post:	27-Jul-2015
Category:	Documents
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