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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
lee@rswus.com @rswus #agencynewbusiness
350+ agency
respondents
nationwide from
the RSW/US &
Mirren Databases.
BACKGROUND
lee@rswus.com @rswus #agencynewbusiness
Thanks to
BACKGROUND
lee@rswus.com @rswus #agencynewbusiness
Download at:
http://www.rswus.c
om/white-
paper/rswus-
mirren-2014-new-
business-tools-
report
BACKGROUND
lee@rswus.com @rswus #agencynewbusiness
BACKGROUND
lee@rswus.com @rswus #agencynewbusiness
BACKGROUND
lee@rswus.com @rswus #agencynewbusiness
WHAT YOU WANT FROM THE FUTURE
lee@rswus.com @rswus #agencynewbusiness
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
lee@rswus.com @rswus #agencynewbusiness
BETTER DATA ABOUT WHO’S VISITING
THE AGENCY WEBSITE
WHAT YOU WANT FROM THE FUTURE
lee@rswus.com @rswus #agencynewbusiness
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
lee@rswus.com @rswus #agencynewbusiness
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
lee@rswus.com @rswus #agencynewbusiness
I. Break down each new
business tool category,
answering the following:
WEBINAR GOAL
lee@rswus.com @rswus #agencynewbusiness
1) What tools are your
agency peers using and why?
WEBINAR GOAL
lee@rswus.com @rswus #agencynewbusiness
2) What
changes
have
occurred in
usage
compared
to last
year's
survey?
WEBINAR GOAL
lee@rswus.com @rswus #agencynewbusiness
3) What new tools are your
peers using that may benefit
your new business efforts?
WEBINAR GOAL
lee@rswus.com @rswus #agencynewbusiness
II. If resources are limited
(and they usually are) what
are the top 5 tools we
recommend.
WEBINAR GOAL
lee@rswus.com @rswus #agencynewbusiness
I. Category
Breakdowns
lee@rswus.com @rswus #agencynewbusiness
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
lee@rswus.com @rswus #agencynewbusiness
TOOL #1: SOCIAL MEDIA
lee@rswus.com @rswus #agencynewbusiness
1) Social Media-The most
used agency new business
tools
2014: 89%
2013: 87%
TOOL #1: SOCIAL MEDIA
lee@rswus.com @rswus #agencynewbusiness
TOOL #1: SOCIAL MEDIA
lee@rswus.com @rswus #agencynewbusiness
2014 2013
20%
18%
17%
11%
8%
TOOL #1: SOCIAL MEDIA
21%
21%
20%
14%
8%
lee@rswus.com @rswus #agencynewbusiness
Overall
effectiveness =
40% this year-
only 18% in 2013
TOOL #1: SOCIAL MEDIA PLATFORMS
lee@rswus.com @rswus #agencynewbusiness
“Driver of brand
awareness but not lead
generation.”Agency Survey
Participant
TOOL #1: SOCIAL MEDIA PLATFORMS
lee@rswus.com @rswus #agencynewbusiness
“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
lee@rswus.com @rswus #agencynewbusiness
“Getting continually
more effective – a
year ago I would have
rated social media a
‘3’.“ Agency Survey Participant
TOOL #1: SOCIAL MEDIA PLATFORMS
lee@rswus.com @rswus #agencynewbusiness
Start small.
TOOL #1: SOCIAL MEDIA PLATFORMS
lee@rswus.com @rswus #agencynewbusiness
Make sure you’re
where your
prospects are!
TOOL #1: SOCIAL MEDIA PLATFORMS
lee@rswus.com @rswus #agencynewbusiness
Google+ basically
still a wasteland
and now
authorship rank is
gone (sort of).
TOOL #1: SOCIAL MEDIA PLATFORMS
lee@rswus.com @rswus #agencynewbusiness
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
lee@rswus.com @rswus #agencynewbusiness
Why aren’t you using:
TOOL #1: SOCIAL MEDIA PLATFORMS
lee@rswus.com @rswus #agencynewbusiness
TOOL #2: CRM/CONTACT
MANAGEMENT SOFTWARE
PLATFORMS
lee@rswus.com @rswus #agencynewbusiness
2014: 56%
2013: 45%
CRM-#2 most used agency new business
tool
TOOL #2: CRM
lee@rswus.com @rswus #agencynewbusiness
TOOL #2: CRM
lee@rswus.com @rswus #agencynewbusiness
TOOL #2: CRM
lee@rswus.com @rswus #agencynewbusiness
2014 2013
TOOL #2: CRM
40%
26%
11%
8%
8%
39%
6%
4%
2%
2%
lee@rswus.com @rswus #agencynewbusiness
As with new business generally-
it’s about time and ease of use
TOOL #2: CRM
lee@rswus.com @rswus #agencynewbusiness
68% of
agencies using
a
CRM
believe
their
system is
effective
TOOL #2: CRM
lee@rswus.com @rswus #agencynewbusiness
“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
lee@rswus.com @rswus #agencynewbusiness
“… 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
lee@rswus.com @rswus #agencynewbusiness
CRMEXCEL
TOOL #2: CRM
lee@rswus.com @rswus #agencynewbusiness
Why not effective?
• Difficult to keep it updated
• Only use it as a database
• Too complex/too expensive
TOOL #2: CRM
lee@rswus.com @rswus #agencynewbusiness
• Difficult to keep it updated
• Only use it as a database
• Too complex/too expensive
TOOL #2: CRM
lee@rswus.com @rswus #agencynewbusiness
TOOL #3: RESEARCH SERVICES
lee@rswus.com @rswus #agencynewbusiness
2014: 58%
2013: 60%
TOOL #3: RESEARCH SERVICES
lee@rswus.com @rswus #agencynewbusiness
TOOL #3: RESEARCH SERVICES
lee@rswus.com @rswus #agencynewbusiness
2014 2013
TOOL #3: RESEARCH SERVICES
13% 17%
12%
11%
10%
17%
12%
10%
lee@rswus.com @rswus #agencynewbusiness
2014=72%
2013=41%
TOOL #3: RESEARCH SERVICES
lee@rswus.com @rswus #agencynewbusiness
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
lee@rswus.com @rswus #agencynewbusiness
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
lee@rswus.com @rswus #agencynewbusiness
TOOL #4: PROSPECT
CONTACT/LIST
BUILDING SERVICES
lee@rswus.com @rswus #agencynewbusiness
2014: 38%
2013: 43%
TOOL #4: LIST BUILDING
lee@rswus.com @rswus #agencynewbusiness
2014 2013
30% 49%
26%
11%
9%
20%
17%
1%
TOOL #4: LIST BUILDING
lee@rswus.com @rswus #agencynewbusiness
64% of agencies surveyed
found their service effective
in 2014 vs. 54% in 2013.
TOOL #4: LIST BUILDING
lee@rswus.com @rswus #agencynewbusiness
Why LinkedIn?
TOOL #4: LIST BUILDING
lee@rswus.com @rswus #agencynewbusiness
TOOL #4: LIST BUILDING
lee@rswus.com @rswus #agencynewbusiness
“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 Participant
they’re just not using lists at all.
TOOL #4: LIST BUILDING
lee@rswus.com @rswus #agencynewbusiness
TOOL #5:
SEO
lee@rswus.com @rswus #agencynewbusiness
2014: 74%
2013: 67%
TOOL #5: SEO
lee@rswus.com @rswus #agencynewbusiness
2014 2013
TOOL #5: SEO
70%
15%
10%
3%
42%
24%
17%
3%
lee@rswus.com @rswus #agencynewbusiness
67% of agencies
surveys said their
SEO platform is
effective in 2014
vs. 54% in 2013.
TOOL #5: SEO
lee@rswus.com @rswus #agencynewbusiness
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.com
beginner’s
guide
TOOL #5: SEO
lee@rswus.com @rswus #agencynewbusiness
You’ll burn both new business
ends keeping up with all the
changes in Search.
TOOL #5: SEO
lee@rswus.com @rswus #agencynewbusiness
Authorship
rankings,
keyword,
organic,
AdWords, the
link between
social sharing
and search
rankings, etc.
TOOL #5: SEO
lee@rswus.com @rswus #agencynewbusiness
“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
lee@rswus.com @rswus #agencynewbusiness
“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
lee@rswus.com @rswus #agencynewbusiness
“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
lee@rswus.com @rswus #agencynewbusiness
“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
lee@rswus.com @rswus #agencynewbusiness
“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
lee@rswus.com @rswus #agencynewbusiness
TOOL #6: EMAIL/AUTO-
RESPONDER SERVICES
lee@rswus.com @rswus #agencynewbusiness
2014: 63%
2013: 55%
TOOL #6: EMAIL/AUTO-RESPONDER
lee@rswus.com @rswus #agencynewbusiness
2014 2013
TOOL #6: EMAIL/AUTO-RESPONDER
28%
26%
16%
10%
24%
22%
11%
3%
lee@rswus.com @rswus #agencynewbusiness
• 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
lee@rswus.com @rswus #agencynewbusiness
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
lee@rswus.com @rswus #agencynewbusiness
TOOL #6: EMAIL/AUTO-RESPONDER
lee@rswus.com @rswus #agencynewbusiness
2) As one agency
survey
respondent
pointed out,
“Depends mostly
on the content,
not the service
provider.”
TOOL #6: EMAIL/AUTO-RESPONDER
lee@rswus.com @rswus #agencynewbusiness
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
lee@rswus.com @rswus #agencynewbusiness
7. SOCIAL MEDIA
MONITORING TOOLS
lee@rswus.com @rswus #agencynewbusiness
2014: 46%
2013: 53%
TOOL #7:SOCIAL MEDIA MONITORING TOOLS
lee@rswus.com @rswus #agencynewbusiness
TOOL #7:SOCIAL MEDIA MONITORING TOOLS
lee@rswus.com @rswus #agencynewbusiness
2014 2013
TOOL #7:SOCIAL MEDIA MONITORING TOOLS
30%
17%
17%
13%
30%
17%
13%
5%
lee@rswus.com @rswus #agencynewbusiness
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
lee@rswus.com @rswus #agencynewbusiness
“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
lee@rswus.com @rswus #agencynewbusiness
TOOL #8: MARKETING
AUTOMATION/INBOUND
MARKETING PLATFORMS
lee@rswus.com @rswus #agencynewbusiness
2014: 18%
2013: 22%
TOOL #8:INBOUND MARKETING PLATFORMS
lee@rswus.com @rswus #agencynewbusiness
TOOL #8:INBOUND MARKETING PLATFORMS
lee@rswus.com @rswus #agencynewbusiness
2014 2013
TOOL #8:INBOUND MARKETING PLATFORMS
62%
19%
14%
51%
15%
11%
lee@rswus.com @rswus #agencynewbusiness
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
lee@rswus.com @rswus #agencynewbusiness
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
lee@rswus.com @rswus #agencynewbusiness
“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
lee@rswus.com @rswus #agencynewbusiness
TOOL #9: PROJECT
MANAGEMENT/
COLLABORATION
lee@rswus.com @rswus #agencynewbusiness
2014: 54%
2013: 59%
TOOL #9: PROJECT MANAGEMENT/COLLABORATION
lee@rswus.com @rswus #agencynewbusiness
TOOL #9: PROJECT MANAGEMENT/COLLABORATION
lee@rswus.com @rswus #agencynewbusiness
2014
56%
19%
8%
2013
50%
22%
1%
TOOL #9: PROJECT MANAGEMENT/COLLABORATION
56%
19%
8%
50%
22%
1%
lee@rswus.com @rswus #agencynewbusiness
TOOL #9: PROJECT MANAGEMENT/COLLABORATION
lee@rswus.com @rswus #agencynewbusiness
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
lee@rswus.com @rswus #agencynewbusiness
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
lee@rswus.com @rswus #agencynewbusiness
“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
lee@rswus.com @rswus #agencynewbusiness
II. If resources are limited (and
they usually are) what are the top 5
tools we recommend.
lee@rswus.com @rswus #agencynewbusiness
YOUR 5 KEY TOOLS AND WHY
lee@rswus.com @rswus #agencynewbusiness
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
lee@rswus.com @rswus #agencynewbusiness
Reach me at lee@rswus.com
Twitter: @RSWUS or @LeeMcKnightJr

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