1. NEW BUSINESS TOOLS: 2014 ANNUAL REPORT MIRREN & RSW/US
1
2. NEW BUSINESS TOOLS: 2014 ANNUAL REPORT MIRREN & RSW/US
Background The Mirren-RSW/US 2014 New Business Tools Annual Report
is a must-read resource for anyone involved in Agency New Business.
The Annual Report summarizes information gleaned from close to
HNLUJ`L_LJ[P]LZVU[OLLLJ[P]LULZZVMH^PKL]HYPL[`VM new business tools
they use to support and grow their business. It also surveys which
tools are overrated and which ones need to be developed further. It
gives agency teams a roadmap for the coming cycles of New Business,
in terms of which tools to maintain and which to evaluate for the
future. Mirren Business Development and RSW/USs respective
databases of senior agency executives were used for this study. The
survey ^HZLSKLKPU4HYJOHUK(WYPS ABOUT MIRREN BUSINESS DEVELOPMENT
Mirren is exclusively focused on new business strategy for
marketing services agencies across all disciplines. They work
closely with agency principals and new business leaders who are
NO[PUN[OLIH[[SLMVYNYV^[OL]LY`KH`H[[OLPYHNLUJPLZ4PYYLU
VLYZ[OYLLZLY]PJLZ!6USPUL4LTILYZOPW6U:P[L5L^)ZPULZZ Training, and
Live Events, including the annual Mirren New Business Conference
held each May in NYC. More information about Mirren can be found at
www.mirren.com or by contacting Brent Hodgins at
[email protected]. ABOUT RSW/US RSW/US is a full service,
outsourced agency lead generation
HUKUL^IZPULZZKL]LSVWTLU[YT[OH[OLSWZTHYRL[PUNZLY]PJL
JVTWHUPLZL_JSZP]LS`UKHUK^PUUL^IZPULZZ;OL`OLSW
(NLUJPLZUKXHSPLKSLHKZZL[TLL[PUNZIL[[LYWVZP[PVU[OLTPU the market,
and help move them closer to close. More information
HIV[9:>L[YZ[`VSSUK[OPZYLWVY[HWYV]VJH[P]LHUKJHUKPKSVVRH[[OL
landscape of agency new business and the resources needed to grow
your business. USAGE OF AGENCY NEW BUSINESS TOOLS In our second
year with this survey, social media tools stand at the top again
with 89% of all agencies reporting they use it for new business.
3
4. NEW BUSINESS TOOLS: 2014 ANNUAL REPORT MIRREN & RSW/US %
of Agency Executives that use the Following Agency New Business
Tools TOOLS 2014 2013 Social Media Platforms 89% 87% :,6;VVSZ 74%
67% Email Marketing Services 63% 55% Research Services 58% 60%
CRM/Contact Management Software Platforms 56% 45% Project
Management/Collaboration Tools 54% 59% Social Media Monitoring
Tools 46% 53% Prospect Contact/List Building Services 38% 43%
Marketing Automation/Inbound Marketing Platforms 18% 22% We saw
some interesting drops in certain categories from last
`LHYZZY]L`!PUYLZLHYJOWYVQLJ[THUHNLTLU[SPZ[IPSKPUNHUK inbound tools,
with the largest drop (7%) in social media monitoring tools.
;OLPUJYLHZLZMYVTSHZ[`LHYHYLUV[L^VY[O`HZ^LSS!HZSPNO[W[PJR
PUZVJPHSTLKPH[VVSZHUKSHYNLYPUJYLHZLZPU:,6
5. LTHPS marketing (8%) and CRM tools (11%).
>LJYLH[LKUL^XLZ[PVUZ[VSLHKV[OLZY]L`YLWVY[[OPZ year, to further
glean overall agency new business insights. Those
XLZ[PVUZ^LYL!SPZ[`VYHNLUJ`Z[OYLLTVZ[LZZLU[PHSUL^ business tools.
(e.g. the software and services that help your agency drive new
business growth, increase brand awareness or track leads); 2)
describe the ideal new business tool you wish existed (or a major
improvement to a current tool you wish would be implemented?); 3)
what new business tool are you hearing the most buzz about? and 4)
if you had to name one, which new business tool/platform do you
think is the most overrated?
;OLHUZ^LYZ[V[OLZLXLZ[PVUZHZ^LSSHZYLZS[ZHUKWLYZWLJ[P]L
VUZWLJPJJH[LNVYPLZHUK[VVSZHNLUJPLZZLMVYUL^IZPULZZ are presented in
the following pages. 4
6. NEW BUSINESS TOOLS: 2014 ANNUAL REPORT MIRREN & RSW/US
Table of Contents Who Responded? 6 What Are Your Three Most
Essential Agency Tools Today? 7 Describe The Ideal New Business
Tool 8 What New Business Tool Are You Hearing The Most About 10
Whats The Most Overrated New Business Tool? 11
&KDQQHO6SHFLF4XHVWLRQV 12 SOCIAL MEDIA 12 SOCIAL MEDIA
MONITORING TOOLS 15 CRM/CONTACT MANAGEMENT SOFTWARE 18 RESEARCH
SERVICES 22 PROSPECT CONTACT/LIST BUILDING SOFTWARE 27 SEO TOOLS 31
EMAIL MARKETING SERVICES 34 MARKETING AUTOMATION/INBOUND MARKETING
PLATFORMS 38 PROJECT MANAGEMENT/COLLABORATION TOOLS 41 Glossary 46
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7. NEW BUSINESS TOOLS: 2014 ANNUAL REPORT MIRREN & RSW/US
Who Responded? Small, mid-size and large agencies were all well
represented across the nearly 350 respondents in 2014. This is
fairly consistent with the distribution of agencies nationally as
well. How many employees do you have in your agency across all
locations? 5.5% 22.1% Similar to 2013s Annual Report, the most
senior agency role,
*,6*66VY7YLZPKLU[^HZ[OLTVZ[SPRLS`[VYLZWVUK(NLUJ` New Business leads
were a close second. In 2014, we saw an increase in Creative and
Strategy lead participation, while Account 4HUHNLTLU[Z[H`LKH[
Please select the title that most closely represents your role in
the agency 6% President/CEO/COO 6 35.5% 22.4% 14.5% 0-25 26-50
51-99 100-150 150+ 44.0% 9% 37.1% 3.9% Account Manager/ Director/VP
Creative Manager/ Director/VP New Business Manager/Director/VP
Strategy Manager/ Director/VP
8. NEW BUSINESS TOOLS: 2014 ANNUAL REPORT MIRREN & RSW/US
What are your three most essential agency tools today?
)LMVYL^LKP]LPU[VZWLJPJ[VVS[`WLZ^LHZRLKHNLUJPLZ^OPJO tools they
found most crucial in growing their business currently. What were
the three brand names that came up most often in this
VWLULUKLKXLZ[PVU& Salesforce was the hands-down winner. In this
top-tier, the other brands mentioned most often were LinkedIn and
The List. Not surprising, considering these are well-established, 7
proven tools in new business training, contact management and lead
generation. In the second tier of most commonly mentioned essential
brands, the tool set was a little more diverse in terms of type
VMZLY]PJLVLYLK/I:WV[PZ[OLWHUK coming leader in this tier. Next up
were 4PU[LS(JJLZZ*VUKLU[PHSHUK)HZLJHTW Salesforce, LinkedIn and The
List lead the pack Beyond these known brands, there were a wide
variety of email deployment systems, but no single brand name rose
to the top.
9. NEW BUSINESS TOOLS: 2014 ANNUAL REPORT MIRREN & RSW/US
Describe the Ideal New Business Tool
6UJL^LKSLHYULK^OH[[VVSZ(NLUJ`L_LJZJVSKU[SP]L^P[OV[ we probed on
what theyd like to see next. We asked them to describe the ideal
new business tool, or a major enhancement to a tool they were
already using. ;OPZ^HZJSLHYS`HXLZ[PVU[OH[[HWWLKPU[VUTLYVZWHPUWVPU[Z
:VTLVM[OLTVZ[JVTTVU[OLTLZ^LYL! MORE ACCURATE PROSPECT DATA Possibly
the most often mentioned item was the overall frustration with
various prospect database services not having up-to-date
information, especially when it comes to e-mail addresses.
(NLUJPLZHSZVSVUNLKMVYTVYLWP[JOZWLJPJPUMVYTH[PVUZJOHZ size of budget
and past creative work to be included. 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 AGGREGATION OF NEW BUSINESS
INFORMATION WITHIN AGENCY Since New Business departments tend to
run very lean, many are looking for online tools and systems that
can replace much of the project management work in prospecting and
responding to RFPs. Agencies are also looking for better online
resources to keep track of all the various pitches theyve already
responded to, so that they dont need to re-invent the wheel with
every new pitch. Several asked for an automated RFP responder that
would pull answers MYVTWHZ[YLZWVUZLZ[VJYLH[LHYZ[KYHM[ A new
business checklist tool, allowing your agency to submit deadlines
and to-dos. The tool would help manage, send reminders, provide
suggestions/tips, etc. Lead tracking, resource management, project
tracking - somewhere between Salesforce (too robust) and Excel (too
simplistic, not online) 8
10. NEW BUSINESS TOOLS: 2014 ANNUAL REPORT MIRREN & RSW/US
BETTER DATA ABOUT WHOS VISITING THE AGENCY WEBSITE While there are
already tools out there, many agencies want a simple and
inexpensive way to see which prospects are visiting the agencys
website. Many agencies see their website as a crucial part of their
lead generation strategies, but dont know how to assess whos coming
to their site and how to move them further through the funnel. A
MATCH.COM OR E-HARMONY SERVICE, FOR MATCHING UP CLIENTS AND
AGENCIES Agencies are frustrated by the Procurement and Pitch
Consultant process. Several suggestions were made to bypass them
altogether and put the power in the cloud and not only let clients
UKHNLUJPLZI[OLSWHNLUJPLZYLHJOV[[VJSPLU[Z[OH[[OL`HYL well suited
for. Taking a page from the numerous online dating sites, there is
an opportunity for an industry matchmaking site that allows greater
breadth of connection and information between agencies and
prospects. MAKING CURRENT TOOLS MORE TAILORED TO AGENCY NEEDS (OR
JUST EASIER TO USE) In terms of improving current services, three
brands came up most VM[LU!:HSLZMVYJL3PURLK0UHUK/I:WV[ In the case
of Salesforce, though it appears to have high penetration among
agencies, many are frustrated with its lack of
JZ[VTPaH[PVU[VHNLUJ`WHYHTL[LYZHUKLSKZ An easy-to-use tracking
database for hosting all pertinent client and prospect information
- an Apple-like version of Salesforce.
(ZPTWSPLK*4:[OH[HSSV^ZZLYKLULKLSKZUV[L taking and searchability,
along with calendar integration.
4VZ[Z`Z[LTZ:HSLZMVYJLHYL^H`[VVJVTWSPJH[LKMVY a small to mid-size
agencys needs. For LinkedIn, many wanted more robust data on
prospects, or easier integration with their CRM tools. Several
thought that LinkedIn was dated and hadnt evolved to meet agency
needs. Finally for HubSpot, the challenge was maximizing its value.
Many knew it has more features than they were using, and didnt know
how to capitalize on them within their agency. 9
11. NEW BUSINESS TOOLS: 2014 ANNUAL REPORT MIRREN & RSW/US
What New Business Tool Are You Hearing The Most Buzz About?
Interestingly, the tools with the most buzz arent new. Similar
[VWYPVYXLZ[PVUZ:HSLZMVYJLPZZ[PSS[OLTVZ[[HSRLKHIV[[VVS for agencies.
Some agencies are already utilizing Salesforce and looking at new
extensions they VLY^OPSLV[OLYHNLUJPLZHYLQZ[NL[[PUNVU the bandwagon.
HubSpot is the clear #2 most buzzworthy tool this year, followed by
LinkedIn. Similar to Salesforce, some HNLUJPLZHYL[Y`PUN[VNYLV[OV^[V
better maximize this service. In the next tier, Marketo and
Docurated all ZOV^LKHZPNUPJHU[UTILYVMYLZWVUZLZ And while not naming
a particular tool or service,
HNLUJPLZHYLZ[PSS[Y`PUN[VNYLV[OV^[VHWWS`[OLILZ[WYHJ[PJLZ of social
marketing to their own campaigns. 10 The tools with the most buzz
arent new
12. NEW BUSINESS TOOLS: 2014 ANNUAL REPORT MIRREN & RSW/US
Whats The Most Overrated New Business Tool?
>LHSZV^HU[LK[VSVVRH[[OLPWZPKL^OH[[VVSVYZLY]PJLOHZ received a lot
of hype but not delivered on those promises. It may come as no
surprise that being the most recognized tool comes at a cost.
Salesforce is also mentioned as the most overrated new business
tool. This may be due to the high expectations that agencies place
on the ease of implementing this tool. Salesforce and Facebook are
mentioned most often as the most overrated. Social media tools are
in the middle of the pack. Theyre followed by Twitter, LinkedIn and
HubSpot. As noted in the prior responses, some of this
disappointment may arise from [OLKPJS[`PUZPUN[OLZL[VVSZLHZPS` Some
are seen as too time consuming HUKV[OLYZHYL[VVIYVHKHUKKPZLLN
Facebook) to truly target marketing prospects. 11 Marketing
automation platforms are only as good as the content you create for
them
13. NEW BUSINESS TOOLS: 2014 ANNUAL REPORT MIRREN & RSW/US
&+$11(/63(&,),&48(67,216 Social Media Tools 12
14. NEW BUSINESS TOOLS: 2014 ANNUAL REPORT MIRREN & RSW/US
&+$11(/63(&,),&48(67,216 Social Media Tools In terms of
social media tools, nearly 90% of agencies use at least
VULMVY[OLPYUL^IZPULZZLVY[Z;OPZPZZPTPSHY[VSHZ[`LHYZ reported use, at
87%. +V`VJYYLU[S`ZL:VJPHS4LKPHHZWHY[VM`VYUL^IZPULZZLVY[Z&LN
;^P[[LY-HJLIVVR.VVNSL3PURLK0U& 13 10.96% 89.04% 0% 20% 40% 60%
80% 100% No Yes (Z[V^OPJO[VVSZ[OL`ZWLJPJHSS`ZLP[^HZH^PKLZWLJ[YT
with LinkedIn and Twitter in the lead. But surprisingly Facebook
was the third most used platform, even though it was considered
[OLTVZ[V]LYO`WLK:VJPHS5L[^VYRPU[OLWYPVYXLZ[PVU
>OPJOVM[OLMVSSV^PUN:VJPHS4LKPHWSH[MVYTZKV`VJYYLU[S`ZL&7SLHZL
JOVVZLHZTHU`HZHWWS` 8.13% 16.98% 17.49% 5.66% 5.76% 19.75% 10.80%
6.07% 2.67% 0.93% 5.35% 0.41% 0% 5% 10% 15% 20% 25% Google+
Facebook Twitter Vimeo Pinterest LinkedIn YouTube Instagram Vine
Quora SlideShare XING
15. NEW BUSINESS TOOLS: 2014 ANNUAL REPORT MIRREN & RSW/US
0U[LYTZVMLLJ[P]LULZZ:VJPHS4LKPH;VVSZHYLOVSKPUN[OLPYV^U Compared to
other tools, Social Media Tools have a fairly positive
YLW[H[PVU3LZZ[OHU
16. ZLLP[HZUV[H[HSSLLJ[P]L^OPSLTVYL than 40% rate it at 6 or
higher. ;OPURPUNHIV[[OL:VJPHS4LKPH[VVSZ`VZLOV^LLJ[P]LHYL[OL`H[
OLSWPUN`VYHNLUJ`KYP]LUL^IZPULZZLVY[Z&$5V[H[HSSLLJ[P]L"
$=LY`LLJ[P]L 2.99% 14 9.45% 20.90% 10.45% 18.41% 15.42% 15.92%
3.98% 1.49% 1.00% 0% 5% 10% 15% 20% 25% 1 = Not at all effective 2
3 4 5 6 7 8 9 10 = Very effective It is refreshing to see agencies
embracing social to the same intensity as they recommend for their
clients brands. Social can
ILH]LY`JVZ[LLJ[P]LPU]LZ[TLU[PUPUJYLHZPUNHUHNLUJ`Z category
awareness if that agency is willing to dedicate enough resources to
keep the content fresh and focused. It doesnt have to be exhaustive
clients dont expect agencies to post on a daily basis. But it must
be relevant to the audience prospective clients, targeted by
category. :WLJPJHSS`HNLUJPLZUV[LK[OH[:VJPHS4LKPH;VVSZ! Driver of
brand awareness but not lead generation.
(ZSVUNHZ^LOH]LKPYLJ[LKVYLVY[Zaccordingly for the right social media
channel, we have seen great success in new biz leads through social
media. .L[[PUNJVU[PUHSS`TVYLLLJ[P]LH`LHYHNV0would have rated social
media a 3. We view social as a way to verify expertise and amplify
ZLHYJO6US`3PURLK0UPZHZ[YVUN5L^)ZPULZZ[VVS
17. NEW BUSINESS TOOLS: 2014 ANNUAL REPORT MIRREN & RSW/US
&+$11(/63(&,),&48(67,216 Social Media Monitoring Tools
15
18. NEW BUSINESS TOOLS: 2014 ANNUAL REPORT MIRREN & RSW/US
&+$11(/63(&,),&48(67,216 Social Media Monitoring Tools
Not as widely implemented as the social media platforms themselves,
less than half of agencies use monitoring tools to measure the
performance of those platforms. 2014s usage of monitoring at 46.5%
is a 7% drop from last year. This is surprising given the
increasing pressure for measurable results from social. Do you
currently use Social Media Monitoring Tools to support your new
IZPULZZLVY[Z&LN/VV[:P[L2SV[& 16 53.50% 46.50% No Yes 42%
44% 46% 48% 50% 52% 54% 56%
6M[OVZL^OVZLHTVUP[VYPUNWSH[MVYT/VV[:P[L^HZI`MHY[OL most popular,
followed by Radian6 and TweetDeck.
>OPJOVM[OLMVSSV^PUN:VJPHS4LKPH4VUP[VYPUN;VVSZKV`VJYYLU[S`ZL&
7SLHZLJOVVZLHZTHU`HZHWWS` 6.29% 7.43% 16.57% 29.71% 13.14% 5.71%
0.57% 16.57% 4.00% 0% 5% 10% 15% 20% 25% 30% 35% Sysomos Sprout
Special TweetDeck HootSuite Klout Social Tracker Lithium Radian6
(Salesforce) Meltwater We use the tools with our clients so we use
them for ourselves as well
19. NEW BUSINESS TOOLS: 2014 ANNUAL REPORT MIRREN & RSW/US
17 (NLUJPLZUV[LK! We use the tools with our clients so we use them
for ourselves as well. ;OL`YLHSS`KVU[VLYH]LY`JVTWYLOLUZP]LPUZPNO[MS
dashboard. again, due to level of activity on social media
(Facebook, ;^P[[LYL[JLLJ[P]LULZZPZTPUPTHS
)L`VUK^OPJO[VVSZ^LYLZLK[OLPYV]LYHSSLLJ[P]LULZZPU driving new
business was measured. The good news is for those agencies that did
implement these tools, theyre seen as very
LLJ[P]L0[THRLZZLUZLNP]LUOV^HNLUJPLZHYLJVU[PUHSS`
SVVRPUNMVY^H`Z[VTLHZYL[OLPYV^UTHYRL[PUNLVY[ZTVYL precisely.
;OPURPUNHIV[[OL:VJPHS4LKPH4VUP[VYPUN;VVSZ`VZLOV^LLJ[P]L
HYL[OL`H[OLSWPUN`VYHNLUJ`KYP]LUL^IZPULZZLVY[Z&$5V[H[HSS
LLJ[P]L"$=LY`LLJ[P]L 5.43% 9.78% 19.57% 6.52% 27.17% 22.83% 6.52%
0.00% 1.09% 1.09% 0% 5% 10% 15% 20% 25% 30% 1 = Not at all
effective 2 3 4 5 6 7 8 9 10 = Very effective
20. NEW BUSINESS TOOLS: 2014 ANNUAL REPORT MIRREN & RSW/US
WHAT NEW BUSINESS TOOL ARE YOU HEARING
&+$11(/63(&,),&48(67,216 THE MOST BUZZ ABOUT?
CRM/Contact Management Software CRM/Contact Management Software
18
21. NEW BUSINESS TOOLS: 2014 ANNUAL REPORT MIRREN & RSW/US
&+$11(/63(&,),&48(67,216 CRM/Contact Management
Software Given the high awareness of Salesforce, its no surprise
that CRM/ Contact Management software use is higher at over 55%.
This is HZPNUPJHU[QTWMYVT^OLUVUS`
22. VMYLZWVUKLU[ZZHPK they were using these types of tools. Do
you currently use CRM/Contact Management Software to manage your
UL^IZPULZZWYVZWLJ[Z&LN:HSLZMVYJL:NHY*94& 19 55.56% 44.44%
0% 10% 20% 30% 40% 50% 60% Yes No
0U[LYTZVM[OLZWLJPJ[VVSZZLKP[ZHSZVUVZYWYPZL[OH[ Salesforce
dominates. However, the simplest form of CRM, Excel, closely
follows it. Most other platforms such as ACT, Microsoft Dynamics
and Goldmine are still trying to get a toehold in this market.
Which of the following CRM/Contact Management Software platforms do
you JYYLU[S`ZL&7SLHZLJOVVZLHZTHU`HZHWWS`HUKPUKPJH[LPMZHNLPZMVY
JVU[HJ[THUHNLTLU[VUS`VYHZHMSS*94ZP[L 40.00% 10.77% 7.69% 1.54%
1.54% 1.54% 7.69% 3.08% 0.00% 0.00% 26.15% 0% 10% 20% 30% 40% 50%
Salesforce ACT! SugarCRM Microsoft Dynamics CRM Goldmine Daylite
Workamajig Highrise Nutshell Infusionsoft Excel Currently use
MVYJVU[HJ[
23. NEW BUSINESS TOOLS: 2014 ANNUAL REPORT MIRREN & RSW/US
20 62.96% 7.41% 0.00% 3.70% 0.00% 3.70% 11.11% 0.00% 0.00% 3.70%
7.41% 0% 10% 20% 30% 40% 50% 60% 70% Salesforce ACT! SugarCRM
Microsoft Dynamics CRM Goldmine Daylite Workamajig Highrise
Nutshell Infusionsoft Excel Currently use HZMSS*94 This workhorse
category so essential to agency lead generation
HUKTHUHNLTLU[KVLZ^LSSPU[LYTZVMLLJ[P]LULZZPU[OLL`LZVM most agency
executives. Thinking about the CRM/Contact Management Software you
use, how
LLJ[P]LPZP[H[OLSWPUN`VYHNLUJ`KYP]LUL^IZPULZZLVY[Z&$5V[H[HSS
LLJ[P]L"$=LY`LLJ[P]L 1.54% 7.69% 7.69% 6.15% 16.92% 20.00% 18.46%
12.31% 3.08% 6.15% 0% 5% 10% 15% 20% 25% 1 = Not at all effective 2
3 4 5 6 7 8 9 10 = Very effective Considering the sizeable
investment of dollars and time to really
THRLH*94WYVNYHTLLJ[P]LP[ZHNVVKZPNU[VZLLTVZ[ agencies rate their
solution solidly in the positive half at a 5 8 in
[LYTZVMLLJ[P]LULZZ
24. NEW BUSINESS TOOLS: 2014 ANNUAL REPORT MIRREN & RSW/US
21 :WLJPJHSS`HNLUJPLZZHPK! 0HTH[LHTVMZV0UKP[KPJS[[VTHRL[PTL[VRLLWW
with my lead management in Salesforce. The full capabilities have
been dulled by management to reduce automating tasks for daily
activity. Salesforce and cumbersome and not built for Excel
dominate the VYPUKZ[Y`0ULLKZVTL[OPUN more intuitive to how an
agency SODLQJHOG cultivates business and allows for in CRM
collaboration. Principals in agency do not like using it - prefer
to communicate through email. It is a positive indicator that
agencies are acting more like the brands they represent and
investing in some form of CRM. While its clear that the very basic
tool, Excel, is still the starting point for some agencies; at
least some agencies are starting to become more sophisticated in
the way they track and measure their
WYVZWLJ[ZKH[HIHZLHUK[OH[[OL`THYRL[TVYLMYLXLU[S`HUK consistently to
those prospects.
25. NEW BUSINESS TOOLS: 2014 ANNUAL REPORT MIRREN & RSW/US
&+$11(/63(&,),&48(67,216 Research Services 22
26. NEW BUSINESS TOOLS: 2014 ANNUAL REPORT MIRREN & RSW/US
&+$11(/63(&,),&48(67,216 Research Services
>OPSLZVTLHNLUJPLZZLYLZLHYJOMVYVUNVPUNWYVZWLJ[PUNLVY[Z from our
own experience, its predominantly used for pitching/ proposals.
Regardless of where its used, it is good to see 58% of agencies
employing a research service, only down slightly from 60% in last
years survey.
+V`VJYYLU[S`ZL9LZLHYJO:LY]PJLZ[VZWWVY[`VYUL^IZPULZZLVY[Z
LN4PU[LS/VV]LYZ& 23 58.12% 41.88% 0% 10% 20% 30% 40% 50% 60%
70% Yes No Most interesting in light of last years survey is the
high number of agencies using the 4As for research at 13%, versus
last year with only two mentions. Having said that, the
distribution was fairly even, with Forrester, Hoovers, The List,
eMarketer, 4PU[LSHUK(JJLZZ*VUKLU[PHSHSS^P[OPU percentage points of
each other behind the 4As. 6MUV[LPZ[OH[ZL]LYHSVM[OLVWLU ended
comments also mentioned in- OVZLYLZLHYJOHZ[OLKLUP[P]LHNLUJ` method.
Research is only as good as the agencys interpretation of it
29. NEW BUSINESS TOOLS: 2014 ANNUAL REPORT MIRREN & RSW/US
;OPURPUNHIV[9LZLHYJO:LY]PJLZ`VZLOV^LLJ[P]LHYL[OL`H[OLSWPUN
`VYHNLUJ`KYP]LUL^IZPULZZLVY[Z&$5V[LH[HSSLLJ[P]L"$=LY` LLJ[P]L
25 1.47% 2.94% 5.88% 7.35% 17.65% 23.52% 17.65% 13.24% 4.41% 5.88%
0% 5% 10% 15% 20% 25% 1 = Not at all effective 2 3 4 5 6 7 8 9 10 =
Very effective 0U[OLVWLULUKLKJVTTLU[Z[OLYL^LYLZVTLJVUZ!
6M[LU[OL`HYLU[MHZ[VYZWLJPJLUVNOUL]LYWYV]PKLZHU aha moment to win
business. Either too late or irrelevant to our domain expertise.
6U[OLPWZPKLZL]LYHSHNLUJPLZZLL[OL]HSL! These are very informational
tools that really help ramp up on a clients business quickly.
*YP[PJHSMVYSLHYUPUNHIV[JSPLU[JVUZTLYTHYRL[[YLUKZ etc. They support
the development and rationale of our strategic thinking as well as
elevate our insight and knowledge of that category, consumer and
brands. However, in our view the most balanced usage for new
business, HUKVULHNLUJPLZTZ[RLLWPUTPUK^HZPU[OPZHNLUJ`JVTTLU[! 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 WYVZWLJ[PUNV[YLHJOLVY[
30. NEW BUSINESS TOOLS: 2014 ANNUAL REPORT MIRREN & RSW/US
Research for new business is essential, although understandably it
adds another layer and time element where you rarely have much to
begin with. Your keys to success in research for new business, in
reverse order, are 1) continued education once your client is
already on board to stay on top of trends and consistently remind
your client that you are the expert (remember that clients tend to
live in a bubble), 2) arming yourself with information prior to the
pitch to show your expertise and that youve done your homework and
3) UKPUN[OH[WPLJLVMPUMVYTH[PVUVYPUKZ[Y`[YLUK[OH[PTTLKPH[LS` shows
your prospect that you get it, but also to show that this is
^OH[P[^PSSILSPRL^OLU[OL`^VYR^P[O`V!JVU[PUHS]HSL The agencies that
see research as the silver bullet will be disappointed, but it is
crucial to new business success as one tool in your toolbox.
26
31. NEW BUSINESS TOOLS: 2014 ANNUAL REPORT MIRREN & RSW/US
&+$11(/63(&,),&48(67,216 Prospect Contact/List Building
Software 27
32. NEW BUSINESS TOOLS: 2014 ANNUAL REPORT MIRREN & RSW/US
&+$11(/63(&,),&48(67,216 Prospect Contact/List Building
Software Almost 39% of agencies use contact/list building software,
although there was a nearly 5% drop from last years survey.
+V`VJYYLU[S`ZL7YVZWLJ[*VU[HJ[3PZ[)PSKPUNZLY]PJLZ[VVSZ[V
NLULYH[LUL^IZPULZZWYVZWLJ[SPZ[ZLN;OL3PZ[1PNZH^& 28 38.46%
61.54% 0% 10% 20% 30% 40% 50% 60% 70% Yes No LinkedIn and The List
led the pack with 31% and 26% respectively,
^P[O1PNZH^HUK(JJLZZ*VUKLU[PHSJVTPUNPUHZ[OLUL_[ strongest
contenders.
>OPJOVM[OLMVSSV^PUN7VZWLJ[*VU[HJ[3PZ[)PSKPUNZLY]PJLZKV`V
JYYLU[S`ZL&7SLHZLJOVVZLHZTHU`HZHWWS` 9.47% 10.53% 26.32% 1.05%
1.05% 3.16% 7.37% 30.53% 2.11% 8.42% !++)(/ !(,$& $"+.,)' #!$+,
(, (+$ !$!. -!*,$+$(",+! ! ))%+ $(%! ( !*&/( !*+ ))-!*+ 0% 5%
10% 15% 20% 25% 30% 35% Undoubtedly, LinkedIn accounts for the lead
percentage with the basic version being free, providing a limited
amount of information and information that must be manually
captured unless a connection exists.
33. NEW BUSINESS TOOLS: 2014 ANNUAL REPORT MIRREN & RSW/US
(Z[VV]LYHSSLLJ[P]LULZZ
34. VMHNLUJPLZZY]L`LKMVUK[OLPY
ZLY]PJLTVZ[S`LLJ[P]L^P[O[OYVNOVMHJJVU[PUNMVY[OH[ percentage.
;OPURPUNHIV[[OL7YVZWLJ[*VU[HJ[3PZ[)PSKPUNZLY]PJL`VZLOV^
LLJ[P]LPZP[H[OLSWPUN`VYHNLUJ`KYP]LUL^IZPULZZLVY[Z& 29 0.00%
0.00% 6.67% 8.89% 22.22% 20.00% 22.22% 6.67% 8.89% 4.44% 0% 5% 10%
15% 20% 25% 1 = Not at all effective 2 3 4 5 6 7 8 9 10 = Very
effective The comments from agencies provided further pros and
cons. (ML^VM[OLJVUZTLU[PVULK! Theyre all out of date and they dont
have adequate search capabilities. Do not address size of
communications budget very well. (Z[VWYVZVULJVTTLU[ZTTLKP[WILZ[!
)PSKPUNHSHYNLSPZ[[VZLUKTHZZUZVSPJP[LKLTHPSZ
[VKVLZU[ZLLT[VILHZLLJ[P]LHZTVYL[HYNL[LK
WLYZVUHSPaLKV[YLHJO;OPZ[HRLZTVYL[PTLHUKLVY[VM course, but
ultimately seems to be more successful (and
KVLZU[ZLLTSPRLHUPTWLYZVUHS:7(4H[[HJR A giant, indiscriminate list,
per the above comment, is ultimately not the best use of agency
time. A large, targeted list, however, broken up and coupled with
more personalized outreach, is ideal.
35. NEW BUSINESS TOOLS: 2014 ANNUAL REPORT MIRREN & RSW/US
;OPZHWWYVHJOKVLZ[HRLTVYL[PTLHUKLVY[I[PZS[PTH[LS` worth it.
Understandably, not every agency has the manpower to create lists
in-house, and a solid percentage of agencies are getting help from
companies that specialize in list building, often with accompanying
research. ;OLIV[[VTSPUL![OLIHJRIVULVMHU`
Z[YVUNUL^IZPULZZLVY[PZHZVSPK list, whether built in-house or
through an outsourced group. 30 Use is down from last year based on
challenges of scale and accuracy
36. NEW BUSINESS TOOLS: 2014 ANNUAL REPORT MIRREN & RSW/US
&+$11(/63(&,),&48(67,216 SEO Tools 31
37. NEW BUSINESS TOOLS: 2014 ANNUAL REPORT MIRREN & RSW/US
&+$11(/63(&,),&48(67,216 SEO Tools
38. VMHNLUJPLZZL:,6[VVSZH
39. PUJYLHZLV]LYSHZ[`LHYZ survey response, showing the growing
importance agencies place in Search.
+V`VJYYLU[S`ZL:,6;VVSZ[VZWWVY[`VYUL^IZPULZZLVY[ZLN
:W`-.VVNSL(UHS`[PJZ& 32 74.36% 25.64% 0% 10% 20% 30% 40% 50%
60% 70% 80% Yes No 6MPU[LYLZ[PZ.VVNSLZZSPNO[W[PJRMYVT
40. [V
41. [OPZ`LHYI[
TVYLZYWYPZPUNS`PZ[OLHWWLHYHUJLVM46AUV[YLWYLZLU[LKH[HSS in last
years survey) in second place at 15% this year, with Spy Fu
climbing to 10% (from 3% last year). These three constituted the
ISRVM:,6WSH[MVYTZHNL
>OPJOVM[OLMVSSV^PUN:,6;VVSZKV`VJYYLU[S`ZL&7SLHZLJOVVZLHZ
THU`HZHWWS` 70.25% 9.92% 14.88% 0.00% 1.65% 3.31% 0% 20% 40% 60%
80% Google (Analytics or Keyword SpyFu MOZ MixRank SEO Spyglass
BrightEdge
42. VMHNLUJPLZZY]L`ZZHPK[OLPY:,6WSH[MVYTZLLJ[P]LULZZMLSS
IL[^LLUHUKV[VMZVUV[XP[LHZLLJ[P]LHZWYL]PVZ tools weve seen so far in
the survey.
43. NEW BUSINESS TOOLS: 2014 ANNUAL REPORT MIRREN & RSW/US
;OPURPUNHIV[[OL:,6[VVSZ`VZLOV^LLJ[P]LHYL[OL`H[OLSWPUN`VY
HNLUJ`KYP]LUL^IZPULZZLVY[Z&$5V[H[HSSLLJ[P]L"$=LY`,LJ- [P]L
3.45% 2.30% 33 11.49% 13.79% 24.14% 16.09% 13.79% 6.90% 6.90% 1.15%
0% 5% 10% 15% 20% 25% 30% 1 = Not at all effective 2 3 4 5 6 7 8 9
10 = Very effective
:L]LYHSHNLUJPLZOH]LOHYULZZLK:,6[VVSZMVYUL^IZPULZZ[V [OLPYILUL[!
0[HSSV^ZZ[VZLL^OH[PTWHJ[^LHYLTHRPUNHUKHZZLZZ corrective action
steps. We often are told by prospects that they found us by doing
H.VVNSLZLHYJOVMZVTLVMVYRL`^VYK[LYTZ*7.HNLUJ`
MVYL_HTWSL>LUK[OH[WKH[PUNHUKRLLWPUN[YHJRVM our SEO performance
is one of the top ways that we can generate awareness of and
interest in our agency.
/V^L]LY[OLTHQVYP[`VMHNLUJ`JVTTLU[ZYL]LHS^O`:,6[VVSZ
HYLU[MSS`LTIYHJLK! We dont optimize with enough frequency.
5V[LUVNOHNLUJ`YLZVYJLZHWWSPLK[V[OLTMVYUL^IPa Were probably not
fully harnessing their power.
4VZ[S`P[PZHIV[[OL[PTLP[[HRLZ[V^VYRVUVYIZPULZZ
]LYZZVYJSPLU[Z*SHZZPJJHZLVM*VIISLYZJOPSKYLU What weve found working
with agencies, as with any tool, the easier it is to master, the
more theyll use it.
*VTIPUL[OH[^P[OHIL[[LYV]LYHSSHNLUJ`UKLYZ[HUKPUNVM:,6 and its
importance to new business and the 7% increase in usage from last
year becomes evident.
44. NEW BUSINESS TOOLS: 2014 ANNUAL REPORT MIRREN & RSW/US
&+$11(/63(&,),&48(67,216 Email Marketing Services
34
45. NEW BUSINESS TOOLS: 2014 ANNUAL REPORT MIRREN & RSW/US
&+$11(/63(&,),&48(67,216 Email Marketing Services Email
Services saw an 8% increase this year to 63%, up from
46. SHZ[`LHYZOV^PUN[OH[HNLUJPLZHYLUKPUNMY[OLY]HSLPU prospecting
via these services.
+V`VJYYLU[S`ZL,THPS4HYRL[PUN:LY]PJLZ[VZWWVY[`VYUL^IZPULZZ
LVY[ZLN,TTH4HPS*OPTW& 35 63.25% 36.75% 0% 10% 20% 30% 40% 50%
60% 70% Yes No While MailChimp comes in for the second year as
most-used (28%) and Constant Contact is a close second again this
year (26%), [OLYLZHSZVHTJO^PKLYWSH`PUNLSK[OPZ`LHY Emma climbs 5% to
16% this year, but Campaign Monitor and Silverpop, who both
received only a few mentions last year, appear
MVY[OLYZ[[PTL[OPZ`LHYH[
47. MVYLHJO
>OPJOVM[OLMVSSV^PUN,THPS4HYRL[PUN:LY]PJLZKV`VJYYLU[S`ZL&
7SLHZLJOVVZLHZTHU`HZHWWS` 3.33% 27.78% 5.56% 25.56% 2.22% 10.00%
0.00% 15.56% 10.00% 0% 5% 10% 15% 20% 25% 30% Emma MailChimp
iContact Constant Contact VerticalResponse Campaign Monitor
CheetahMail ExactTarget (Salesforce) Silverpop Unsurprisingly,
given the fairly straightforward nature of these
ZLY]PJLZTVZ[HNLUJPLZTVYL[OHU
48. UK[OLTZVTL^OH[[V ]LY`LLJ[P]L
49. NEW BUSINESS TOOLS: 2014 ANNUAL REPORT MIRREN & RSW/US
;OPURPUNHIV[[OL,THPS4HYRL[PUN:LY]PJLZ`VZLOV^LLJ[P]LHYL[OL`
H[OLSWPUN`VYHNLUJ`KYP]LUL^IZPULZZLVY[Z&$5V[H[HSSLLJ[P]L"
$=LY`LLJ[P]L 36 1.37% 4.11% 6.85% 9.59% 15.07% 19.18% 15.07% 13.70%
9.59% 5.48% 0% 5% 10% 15% 20% 25% 1 = Not at all effective 2 3 4 5
6 7 8 9 10 = Very effective
:L]LYHS[HRLH^H`ZMVYHNLUJPLZOLYLYZ[HNLUJPLZOH]LVI]PVZS`
[HRLUUV[LVM[OLZVTL^OH[JYV^KLKWSH`PUNLSKHUKL_WSVYLK more options
than in 2013. Second, as one comment pointed out, Depends mostly on
the content, not the service provider.
>P[O[OLJYV^KLKWSH`PUNLSK[OLZLZLY]PJLWYV]PKLYZ^PSSULLK[V make
customer service and additional services beyond the basics
paramount, as agencies tend to view many of them as providing
identical services. When it comes to Email Marketing Services, its
a great time to shop around if youre an agency. Third, it should be
mentioned that several agencies in the comments use in-house
programs and HubSpot as an email provider within the full suite of
HubSpot services. 6ULSHZ[WVPU[[VJVUZPKLY! 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...
50. NEW BUSINESS TOOLS: 2014 ANNUAL REPORT MIRREN & RSW/US
>OPSLP[[HRLZTVYLVMHULVY[^P[OV[[PSPaPUNHSSVM`VY email marketers
services and optimizing your communication, you should consider why
youre spending the money. Strangely, a few agencies dont see the
value, or at least, the full potential, in email as part of a new
business WYVNYHT! We only use email as a touchpoint around seasonal
holidays, etc. The emails are driven by creative and not new
business focused. Good for existing clients but not net new
revenue. Without doubt inbound continues to drive new business for
agencies, and those opt-ins, once parsed through, can be vital. But
any strong inbound program ultimately needs to be
JVTWSPTLU[LKI`HULXHSS`Z[YVUNV[IVUKWYVNYHT[VPUJYLHZL awareness at
all levels. 37 Depends mostly on the content, not the service
provider.
51. NEW BUSINESS TOOLS: 2014 ANNUAL REPORT MIRREN & RSW/US
&+$11(/63(&,),&48(67,216 Marketing Automation/ Inbound
Marketing Platforms 38
52. NEW BUSINESS TOOLS: 2014 ANNUAL REPORT MIRREN & RSW/US
&+$11(/63(&,),&48(67,216 Marketing Automation/ Inbound
Marketing Platforms A small drop compared to last year, with 18% of
agencies stating they use Inbound platforms, versus 22% last year.
Do you currently use Marketing Automation/Inbound Marketing
Platforms to ZWWVY[`VYUL^IZPULZZLVY[ZLN/I:WV[4HYRL[V& 39 18.39%
81.61% 0% 20% 40% 60% 80% 100% Yes No
6]LY^OLSTPUNS`/I:WV[YLTHPUZKVTPUHU[^P[O
53. ZHNLHUK Pardot (Salesforce) next at 19%, however, both
gained favor with agencies, as HubSpot rose 11% from 51% last year
and Pardot went to 10% from 4% last year. Which of the following
Marketing Automation/Inbound Marketing Platforms
KV`VJYYLU[S`ZL&7SLHZLJOVVZLHZTHU`HZHWWS` 61.90% 14.29% 19.05%
2.38% 0.00% 0.00% 2.38% 0% 10% 20% 30% 40% 50% 60% 70% HubSpot
Marketo Pardot (Salesforce) Eloqua Velocify (formerly Leads360)
LoopFuse Genius The biggest surprise comes from agency opinions of
overall LLJ[P]LULZZ3HZ[`LHYVUS`
56. NEW BUSINESS TOOLS: 2014 ANNUAL REPORT MIRREN & RSW/US
Thinking about the Marketing Automation/Inbound Marketing Platform
you ZLOV^LLJ[P]LPZP[H[OLSWPUN`VYHNLUJ`KYP]LUL^IZPULZZLVY[Z&
$5V[H[HSSLLJ[P]L"$=LY`LLJ[P]L 40 1.37% 4.11% 6.85% 9.59% 15.07%
19.18% 15.07% 13.70% 9.59% 5.48% 0% 5% 10% 15% 20% 25% 1 = Not at
all effective 2 3 4 5 6 7 8 9 10 = Very effective While the
percentage increase is surprising, last year (and even this year)
agencies are still becoming acclimated to inbound platforms and the
best way to fully integrate them into the agency new
IZPULZZZ[YJ[YL7LY[OPZHNLUJ`JVTTLU[! All new, too early to call.
6M[OVZLUKPUNPUIVUKLLJ[P]L[OPZJVTTLU[ZTZW[OL V]LYHSSZ[HUJL!
-VJZLKVYLVY[ZWYV]PKLZLUNHNLTLU[^P[OVY prospects and automated
follow up of information they showed interest in.
>OPSL[OLLLJ[P]LULZZPZNVVKUL^ZMVY[OLZLJVTWHUPLZ agencies havent
embraced these platforms to a great extent (4% less than last
year). From our own experience, these platforms are still somewhat
daunting to agencies from the perspectives of time and cost.
/V^L]LY[OLOPNOSL]LSVMLLJ[P]LULZZ shows that agencies employing
these WSH[MVYTZHYLUKPUNZJJLZZ (HFWLYHQHVVUDWLQJV jumped from 43% to
85% in 2014
57. NEW BUSINESS TOOLS: 2014 ANNUAL REPORT MIRREN & RSW/US
&+$11(/63(&,),&48(67,216 Project Management/
Collaboration Tools 41
58. NEW BUSINESS TOOLS: 2014 ANNUAL REPORT MIRREN & RSW/US
&+$11(/63(&,),&48(67,216 Project Management/
Collaboration Tools Usage was down slightly from last year, with
54% of agencies using Project Management software, versus 59% last
year. Do you currently user Project Management/Collaboration Tools
to support `VYUL^IZPULZZLVY[ZLN)HZLJHTW>VYRHTHQPN& 42 53.81%
46.19% Yes No 42% 44% 46% 48% 50% 52% 54% 56% The two most-used
project management tools remain consistent from last years survey
with Basecamp coming in on top at 56% (up from 50%) and Workamajig
at 19% (slight drop from last year at 22%). Last year these two
dominated this category, however this year the
LSKPZTVYLJVTWL[P[P]L^P[OIV[O(K]HU[HNLHUK(ZHUHKLI[PUN at 8% and 6%
respectively. Honorable mention goes to Trello, which was mentioned
several times in the open-ended comments and is new to the survey.
Which of the following Project Management/Collaboration Tools do
you cur- YLU[S`ZL& 55.57% 0.69% 3.37% 18.75% 4.86% 7.64% 2.78%
6.25% 0%10%20%30%40%50%60% Basecamp Lighthouse FunctionFox
Workamajig Central Desktop Advantage Pbworks Asana
6]LYHSSLLJ[P]LULZZVM[OLZL[VVSZPZPUXLZ[PVUNP]LU
60. NEW BUSINESS TOOLS: 2014 ANNUAL REPORT MIRREN &
RSW/US
61. YLWVY[PUN[OL`UK[OLZL[VVSZLLJ[P]LV]LYHSS Thinking about the
Project Management/Collaboration Tools you use, how
LLJ[P]LHYL[OL`H[OLSWPUN`VYHNLUJ`KYP]LUL^IZPULZZLVY[Z& 43 6.67%
7.50% 12.50% 9.17% 20.00% 13.33% 15.83% 8.33% 5.00% 1.67% 0% 5% 10%
15% 20% 25% 1 = Not at all effective 2 3 4 5 6 7 8 9 10 = Very
effective Comments were, as expected, mixed.
*SPLU[ZSPRL[VRUV^^LZLZVTL[OPUNHU`[OPUN(ZSVUNP[ means keeping their
projects on track and on time. Similar to inbound CRM, several
agencies keep looking for that best platform. We are constantly in
search of a better solution.
0UYLNHYKZ[VLLJ[P]LULZZHZPUHNLUJ`UL^IZPULZZV]LYHSS[PTL
WSH`ZHMHJ[VYHZKVLZOH]PUN[OL[LHTMSS`LTIYHJL[OLWSH[MVYT!
5V[L]LY`VULLUNHNLZPUP[ Several agencies didnt see the correlation
to new business, only to project management. While we would agree
that main usage for these tools is keeping work on track, several
agencies commented on their additional ZHNLMVYUL^IZPULZZ!
)HZLJHTWOLSWZZZ[H` VYNHUPaLK^P[O^VYRV^PUKP]PKHS assignments and
deadlines during an active pitch. Advantage helps us to organize
and manage our Agencies still looking for a better system tailored
to the needs of Business Development
62. NEW BUSINESS TOOLS: 2014 ANNUAL REPORT MIRREN & RSW/US
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). They provide the basic management functions...we use
our automated campaign management/email marketing tool to
WYV]PKL[OLZLZHTLZLY]PJLZMVYUL^IPaLVY[Z 44
63. NEW BUSINESS TOOLS: 2014 ANNUAL REPORT MIRREN & RSW/US
0M`V^VSKSPRL[VYLWYVKJLHU`VMVYUKPUNZPUHU`MVYTH[ please contact
either Brent Hodgins at Mirren Business Development (212) 388-9544
or [email protected]; or Lee McKnight at RSW/US (513)
559-3111 or [email protected]. 45
64. NEW BUSINESS TOOLS: 2014 ANNUAL REPORT MIRREN & RSW/US
46 SOCIAL MEDIA PLATFORMS Google+ Facebook Twitter Vimeo Pinterest
LinkedIn YouTube Instagram Vine Quora Slideshare Xing Tumblr SOCIAL
MEDIA MONITORING TOOLS Sysomos Sprout Social TweetDeck HootSuite
Klout The Social Tracker Lithium Radian6 (Salesforce) Meltwater
CRM/CONTACT MANAGEMENT SOFTWARE PLATFORMS Salesforce ACT! SugarCRM
Microsoft Dynamics GoldMine CRM Excel Daylite Workamajig Highrise
Nutshell Infusionsoft RESEARCH SERVICES Mintel CEB Iconoculture
Datamonitor GLG Gartner Simmons trendwatching.com Hoovers Forrester
AAAA (4As) The List 7LHYSUKLYZ eMarketer (JJLZZ*VUKLU[PHS Second
Wind LexisNexis USA Touchpoints PROSPECT CONTACT/LIST BUILDING
SERVICES (JJLZZ*VUKLU[PHS Jigsaw (Data.com) The List Manta
InsideVIew Advertising Dbase Red Books LinkedIn Hoovers 7LHYSUKLYZ
SEO TOOLS Google (Analytics or Keyword Planner) SpyFu 46A MixRank
:,6:W`NSHZZ BrightEdge EMAIL MARKETING SERVICES Emma MailChimp
iContact Constant Contact VerticalResponse Campaign Monitor
CheetahMail ExactTarget (Salesforce) Silverpop MARKETING
AUTOMATION/ INBOUND MARKETING PLATFORMS Hubspot Marketo Spark
Pardot (Salesforce) ,SVXH Velocify (formerly Leads360) LoopFuse
Genius PROJECT MANAGEMENT/ COLLABORATION TOOLS Basecamp Lighthouse
FunctionFox Workamajig Central Desktop Advantage PBworks Asana
Glossary
65. NEW BUSINESS TOOLS: 2014 ANNUAL REPORT MIRREN & RSW/US
4PYYLU)ZPULZZ+L]4L7SVWTLU[HUK9:>