The 2013 Definitive Guide to Agency New Business Tools Webinar

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    11-Aug-2014
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In this 6-13-13 webinar, RSW/US Director of Business Development Lee Mcknight Jr. discusses findings from the "2013 Definitive Guide to Agency New Business Tools," created with Mirren Business Development. More specifically, with so many tools available, Lee discusses the 4 key tools RSW/US recommends for agencies when time and budgets are limited (and they always are). Mirren and RSW/US surveyed their respective databases and received input from over 300 agency executives on platforms ranging from CRM, Social Media Monitoring Tools, Inbound Marketing Software, and Presentation Software among others, with a total of 12 new business tool categories reviewed by agencies.

Transcript of The 2013 Definitive Guide to Agency New Business Tools Webinar

  • New BusinessTools:The Definitive Guide New Business Tools: The Definitive Guide lee@rswus.com @rswus #agencynewbusiness
  • New BusinessTools:The Definitive Guide lee@rswus.com @rswus #agencynewbusiness Lee McKnight Jr.-Director of Business Development at RSW/US
  • New BusinessTools:The Definitive Guide Our initial goal: To create an annual survey of the top new business tools agencies use. Download at http://www.rswus.com/resources/ survey-results lee@rswus.com @rswus #agencynewbusiness Background
  • New BusinessTools:The Definitive Guide 300 agency respondents nationwide from the RSW/US & Mirren Databases. lee@rswus.com @rswus #agencynewbusiness Background
  • New BusinessTools:The Definitive Guide How many employees do you have in your agency? lee@rswus.com @rswus #agencynewbusiness 43% 21% 15% 7% 14% 0-25 26-50 51-99 100-150 150+ Background
  • New BusinessTools:The Definitive Guide lee@rswus.com @rswus #agencynewbusiness Please select the title that most closely represents your role in the agency. 49% 11%4% 36% President/CEO/COO Account Manager/Director/VP Creative Manager/Director/VP New Business Manager/Director/VP Background
  • New BusinessTools:The Definitive Guide Ultimately chose 12 categories lee@rswus.com @rswus #agencynewbusiness Background
  • New BusinessTools:The Definitive Guide lee@rswus.com @rswus #agencynewbusiness Social Media Platforms CRM Software Research Services Presentation Software Prospect Contact/List Building Services SEO Tools Email/Auto-Responder Services Survey Software Social Media Monitoring Tools Inbound Marketing Platforms Marketing/Webinar Platforms Project Management/Collaboration Tools Background
  • New BusinessTools:The Definitive Guide lee@rswus.com @rswus #agencynewbusiness 1) Break down, from these 12 categories, the 4 key platforms that should be part of your agency arsenal and explain why. Webinar goal
  • New BusinessTools:The Definitive Guide lee@rswus.com @rswus #agencynewbusiness Webinar goal 2) Show you what platforms your agency colleagues find most successful.
  • New BusinessTools:The Definitive Guide I. Your 4 Key Primary Platforms & Why (including what are your fellow agencies using) II. 5 Key Secondary Platforms & Why lee@rswus.com @rswus #agencynewbusiness New Business Tools: The Definitive Guide
  • New BusinessTools:The Definitive Guide Your 4 Key Primary Platforms and Why lee@rswus.com @rswus #agencynewbusiness New Business Tools: The Definitive Guide
  • New BusinessTools:The Definitive Guide But first, in a perfect agency new business world you would only need these three tools: -An Inbound Marketing Platform -CRM software -Prospect Contact/List Building Services lee@rswus.com @rswus #agencynewbusiness I. Your Perfect World-Just 3 Platforms/Tools
  • New BusinessTools:The Definitive Guide lee@rswus.com @rswus #agencynewbusiness Centralized, All-in- One Toolset Customer Intelligence Inbound Marketing Automation Integrates With Your CRM Inbound Marketing Services are impressive I. Your Perfect World-Just 3 Tools
  • New BusinessTools:The Definitive Guide Couple that inbound marketing platform with CRM software and a list building service and youre in fine shape. lee@rswus.com @rswus #agencynewbusiness I. Your Perfect World-Just 3 Tools
  • New BusinessTools:The Definitive Guide lee@rswus.com @rswus #agencynewbusiness Now the reality check. I. Your Perfect World-Just 3 Tools
  • New BusinessTools:The Definitive Guide 1) Its expensive lee@rswus.com @rswus #agencynewbusiness I. Your Perfect World-Just 3 Tools
  • New BusinessTools:The Definitive Guide 2) You dont have the time, manpower or content generation (or all three) lee@rswus.com @rswus #agencynewbusiness I. Your Perfect World-Just 3 Tools
  • New BusinessTools:The Definitive Guide So back to reality Crawl before you walk I. Your 4 Key Tools and Why lee@rswus.com @rswus #agencynewbusiness
  • New BusinessTools:The Definitive Guide Here are the 4 platforms/tools you need to use: CRM Lists Social Platforms Email/Auto-Responder Services lee@rswus.com @rswus #agencynewbusiness I. Your 4 Key Tools and Why
  • New BusinessTools:The Definitive Guide lee@rswus.com @rswus #agencynewbusiness CRM Software
  • New BusinessTools:The Definitive Guide Why CRM? -An effective new business program must have a CRM. -Its easy when you start, but very quickly prospects will number in the 100s and you cant track, incorporate data and follow up with prospects without one. lee@rswus.com @rswus #agencynewbusiness Tool #1: CRM
  • New BusinessTools:The Definitive Guide CRM Advantages: lee@rswus.com @rswus #agencynewbusiness -Tracking email campaigns -Sitting in the cloud (mobility) -Monitoring the overall sales pipeline. -Connecting via social media -Integrating customer data Tool #1: CRM
  • New BusinessTools:The Definitive Guide lee@rswus.com @rswus #agencynewbusiness CRM Software % Using % Rate as Effective (7-10 rating among users)* Salesforce 39% 58% Sage ACT! 6% 30% Microsoft Dynamics 4% 29% Sugar CRM 2% 33% Goldmine 2% 100% Leads360 1% 50% Oncontact 1% 0% Other mentions 44% (Workamajig, Zelephant, The List, Highrise, Excel, NetSuite, Daylite) Tool #1: CRM
  • New BusinessTools:The Definitive Guide lee@rswus.com @rswus #agencynewbusiness Only 37% of agencies using a CRM believe their system is effective Tool #1: CRM
  • New BusinessTools:The Definitive Guide Why not effective? lee@rswus.com @rswus #agencynewbusiness Difficult to keep it updated Only use it as a database Too complex/too expensive Tool #1: CRM
  • New BusinessTools:The Definitive Guide lee@rswus.com @rswus #agencynewbusiness Tool #1: CRM
  • New BusinessTools:The Definitive Guide lee@rswus.com @rswus #agencynewbusiness CRMEXCEL Tool #1: CRM
  • New BusinessTools:The Definitive Guide lee@rswus.com @rswus #agencynewbusiness But an Excel spreadsheet is better than nothing. A good CRM can be that critical time saver agencies need. Tool #1: CRM
  • New BusinessTools:The Definitive Guide lee@rswus.com @rswus #agencynewbusiness
  • New BusinessTools:The Definitive Guide Why List Building Services ? -Because the back bone of any program is a targeted, clean list. -And the majority of agencies do not have time to do it. lee@rswus.com @rswus #agencynewbusiness Tool #2: Prospect Contact/List Building Services
  • New BusinessTools:The Definitive Guide List Building Service Advantages: lee@rswus.com @rswus #agencynewbusiness -Time -Research -Quality of Leads -Quantity of Leads Tool #2: Prospect Contact/List Building Services
  • New BusinessTools:The Definitive Guide Tool #2: Prospect Contact/List Building Services lee@rswus.com @rswus #agencynewbusiness List Building Services % Using % Rate as Effective (7-10 rating among users)* The List 49% 45% Jigsaw 20% 44% Access Confidential 17% 62% Netprosp 1% 0% Mintigo 0% N/A Oceanos 0% N/A Other mentions 13% (RSW/US, AdData, Pearlfinders, LinkedIn, Hubspot, Adweek, Inside View, Lexus Nexus)
  • New BusinessTools:The Definitive Guide Tool #2: Prospect Contact/List Building Services Only 43% of agencies surveyed used a list service. Slightly surprising given how difficult it can be to build, clean and maintain lists internally. lee@rswus.com @rswus #agencynewbusiness
  • New BusinessTools:The Definitive Guide Tool #2: Prospect Contact/List Building Services Although we suspect its not that the other 57% are doing it themselves. . . theyre just not using lists at all. lee@rswus.com @rswus #agencynewbusiness
  • New BusinessTools:The Definitive Guide Tool #2: Prospect Contact/List Building Services -Start small: -20 to 40 prospects a month, if a list service isnt in the budget. -Build the parameters first: Geography, revenue, vertical -Assign 20 prospects a month to different people in the agency lee@rswus.com @rswus #agencynewbusiness
  • New BusinessTools:The Definitive Guide Tool #3: Social Media Platforms lee@rswus.com @rswus #agencynewbusiness
  • New BusinessTools:The Definitive Guide Why Social Media Platforms? -Social's not going anywhere-you dont use it at your peril. -Marketers are getting younger. I dont do voicemail. lee@rswus.com @rswus #agencynewbusiness Tool #3: Social Media Platforms
  • New BusinessTools:The Definitive Guide Social Media Platform Advantages: (thanks to Michael Gass) lee@rswus.com @rswus #agencynewbusiness Social media teaches agencies to promote themselves the way they should have been doing new business all along. Agencies need a differentiated and appealing position to a particular target audience. By enlarging the agency's online footprint so it can be found by their best prospective clients that match up with the core strengths of the agency. Tool #3: Social Media Platforms
  • New BusinessTools:The Definitive Guide Tool #3: Social Media Platforms 87% of agencies surveyed use them. A healthy number. lee@rswus.com @rswus #agencynewbusiness
  • New BusinessTools:The Definitive Guide But-only 18% rated social media as being effective! Tool #3: Social Media Platforms lee@rswus.com @rswus #agencynewbusiness
  • New BusinessTools:The Definitive Guide Well, like anything else (in new business or otherwise), social takes time to work. Tool #3: Social Media Platforms lee@rswus.com @rswus #agencynewbusiness
  • New BusinessTools:The Definitive Guide Too many agencies still dont believe in it as a new business tool. Treat social the same way you treat your overall prospecting: -With consistency & follow through lee@rswus.com @rswus #agencynewbusiness Tool #3: Social Media Platforms
  • New BusinessTools:The Definitive Guide Start small. lee@rswus.com @rswus #agencynewbusiness Tool #3: Social Media Platforms
  • New BusinessTools:The Definitive Guide lee@rswus.com @rswus #agencynewbusiness Tool #4: Email/