The 2013 Definitive Guide to Agency New Business Tools Webinar

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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.

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The 2013 Definitive Guide to Agency New Business Tools Webinar

  1. 1. New BusinessTools:The Definitive Guide New Business Tools: The Definitive Guide lee@rswus.com @rswus #agencynewbusiness
  2. 2. New BusinessTools:The Definitive Guide lee@rswus.com @rswus #agencynewbusiness Lee McKnight Jr.-Director of Business Development at RSW/US
  3. 3. 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
  4. 4. New BusinessTools:The Definitive Guide 300 agency respondents nationwide from the RSW/US & Mirren Databases. lee@rswus.com @rswus #agencynewbusiness Background
  5. 5. 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
  6. 6. 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
  7. 7. New BusinessTools:The Definitive Guide Ultimately chose 12 categories lee@rswus.com @rswus #agencynewbusiness Background
  8. 8. 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
  9. 9. 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
  10. 10. New BusinessTools:The Definitive Guide lee@rswus.com @rswus #agencynewbusiness Webinar goal 2) Show you what platforms your agency colleagues find most successful.
  11. 11. 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
  12. 12. New BusinessTools:The Definitive Guide Your 4 Key Primary Platforms and Why lee@rswus.com @rswus #agencynewbusiness New Business Tools: The Definitive Guide
  13. 13. 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
  14. 14. 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
  15. 15. New BusinessTools:The Definitive Guide Couple that inbound marketing platform with CRM software and a list building service and you’re in fine shape. lee@rswus.com @rswus #agencynewbusiness I. Your Perfect World-Just 3 Tools
  16. 16. New BusinessTools:The Definitive Guide lee@rswus.com @rswus #agencynewbusiness Now the reality check. I. Your Perfect World-Just 3 Tools
  17. 17. New BusinessTools:The Definitive Guide 1) It’s expensive lee@rswus.com @rswus #agencynewbusiness I. Your Perfect World-Just 3 Tools
  18. 18. New BusinessTools:The Definitive Guide 2) You don’t have the time, manpower or content generation (or all three) lee@rswus.com @rswus #agencynewbusiness I. Your Perfect World-Just 3 Tools
  19. 19. 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
  20. 20. 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
  21. 21. New BusinessTools:The Definitive Guide lee@rswus.com @rswus #agencynewbusiness CRM Software
  22. 22. New BusinessTools:The Definitive Guide Why CRM? -An effective new business program must have a CRM. -It’s easy when you start, but very quickly prospects will number in the 100’s and you can’t track, incorporate data and follow up with prospects without one. lee@rswus.com @rswus #agencynewbusiness Tool #1: CRM
  23. 23. 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
  24. 24. 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
  25. 25. 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
  26. 26. 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
  27. 27. New BusinessTools:The Definitive Guide lee@rswus.com @rswus #agencynewbusiness Tool #1: CRM
  28. 28. New BusinessTools:The Definitive Guide lee@rswus.com @rswus #agencynewbusiness CRMEXCEL Tool #1: CRM
  29. 29. 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
  30. 30. New BusinessTools:The Definitive Guide lee@rswus.com @rswus #agencynewbusiness
  31. 31. 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
  32. 32. 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
  33. 33. 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)
  34. 34. 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
  35. 35. New BusinessTools:The Definitive Guide Tool #2: Prospect Contact/List Building Services Although we suspect it’s not that the other 57% are doing it themselves. . . they’re just not using lists at all. lee@rswus.com @rswus #agencynewbusiness
  36. 36. New BusinessTools:The Definitive Guide Tool #2: Prospect Contact/List Building Services -Start small: -20 to 40 prospects a month, if a list service isn’t 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
  37. 37. New BusinessTools:The Definitive Guide Tool #3: Social Media Platforms lee@rswus.com @rswus #agencynewbusiness
  38. 38. New BusinessTools:The Definitive Guide Why Social Media Platforms? -Social's not going anywhere-you don’t use it at your peril. -Marketers are getting younger. “I don’t do voicemail.” lee@rswus.com @rswus #agencynewbusiness Tool #3: Social Media Platforms
  39. 39. 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
  40. 40. New BusinessTools:The Definitive Guide Tool #3: Social Media Platforms 87% of agencies surveyed use them. A healthy number. lee@rswus.com @rswus #agencynewbusiness
  41. 41. New BusinessTools:The Definitive Guide But-only 18% rated social media as being effective! Tool #3: Social Media Platforms lee@rswus.com @rswus #agencynewbusiness
  42. 42. 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
  43. 43. New BusinessTools:The Definitive Guide Too many agencies still don’t 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
  44. 44. New BusinessTools:The Definitive Guide Start small. lee@rswus.com @rswus #agencynewbusiness Tool #3: Social Media Platforms
  45. 45. New BusinessTools:The Definitive Guide lee@rswus.com @rswus #agencynewbusiness Tool #4: Email/Auto-Responder Services
  46. 46. New BusinessTools:The Definitive Guide Why Email/Auto-Responder Services? -In short, time and reach. -While many do it poorly, still an entirely viable channel, in concert with all the others. lee@rswus.com @rswus #agencynewbusiness Tool #4: Email/Auto-Responder Services
  47. 47. New BusinessTools:The Definitive Guide List Building Service Advantages: lee@rswus.com @rswus #agencynewbusiness -Cost (low) -List Management -CAN-SPAM Act of 2003 -Statistics Tool #4: Email/Auto-Responder Services
  48. 48. New BusinessTools:The Definitive Guide lee@rswus.com @rswus #agencynewbusiness Tool #4: Email/Auto-Responder Services Email/Auto-responder Services % Using % Rate as Effective (7-10 rating among users)* Mailchimp 24% 64% Constant Contact 22% 55% Emma 11% 20% iContact 3% 100% Infusion 2% 100% Vertical Response 2% 33% Aweber 1% 100% Get Response 0% N/A Other mentions 35% (Hubspot, Campaign Monitor, Exact Target, sf.com Genius, Act On, Benchmark, Conversen, What counts, Listrak, Pardot, Alterian, MarketFirst, Net-Results, Interspire, Prospect Smarter, MarketVolt, Silverpop)
  49. 49. New BusinessTools:The Definitive Guide •They are easy to track •They are customizable •They are easy to use use are very effective, primarily because: 55% of agency executives say the platforms they lee@rswus.com @rswus #agencynewbusiness Tool #4: Email/Auto-Responder Services
  50. 50. New BusinessTools:The Definitive Guide lee@rswus.com @rswus #agencynewbusiness The 15% that don't find their platforms effective say it’s because they don't put the time into them to make it work. Tool #4:Email/Auto-Responder Services
  51. 51. New BusinessTools:The Definitive Guide CRM Lists Social Platforms Email/Auto-Responder Services lee@rswus.com @rswus #agencynewbusiness I. Recap: Your 4 Key Tools and Why
  52. 52. New BusinessTools:The Definitive Guide lee@rswus.com @rswus #agencynewbusiness I. Recap: Your 4 Key Tools and Why Underlying all these: Your agency positioning and expertise in the space.
  53. 53. New BusinessTools:The Definitive Guide lee@rswus.com @rswus #agencynewbusiness II. 5 Key Secondary Platforms/Tools & Why
  54. 54. New BusinessTools:The Definitive Guide Briefly look at 5 tools, I call secondary because they’re largely dependent on your content output and budget size. lee@rswus.com @rswus #agencynewbusiness II. 5 Key Secondary Platforms/Tools & Why
  55. 55. New BusinessTools:The Definitive Guide lee@rswus.com @rswus #agencynewbusiness II. 5 Key Secondary Platforms/Tools & Why SEO Tools Research Services Social Media Monitoring Marketing/Webinar Platforms Survey Software
  56. 56. New BusinessTools:The Definitive Guide lee@rswus.com @rswus #agencynewbusiness SEO Tools
  57. 57. New BusinessTools:The Definitive Guide lee@rswus.com @rswus #agencynewbusiness SEO Tools SEO Tools % Using % Rate as Effective (7-10 rating among users)* Google Analytics 42% 39% Adwords 24% 52% Wordpress 19% 43% SpyFu 3% 57% SEM Rush 2% 50% Open Site Explorer 2% 71% SEOQuake 1% 60% Majesti SEO 1% 60% Other mentions 6% (SEOMoz, BrightEdge, Hubspot, Get Clicky, Statcounter)
  58. 58. New BusinessTools:The Definitive Guide lee@rswus.com @rswus #agencynewbusiness SEO Tools Only 17% of agencies say they manage their SEO analytics daily. 36% of these same executives say they do something in the social space every day.
  59. 59. New BusinessTools:The Definitive Guide 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 lee@rswus.com @rswus #agencynewbusiness SEO Tools
  60. 60. New BusinessTools:The Definitive Guide lee@rswus.com @rswus #agencynewbusiness SEO Tools -1990's=meta keywords tags and keyword stuffing -2004=link bombing with anchor text, buying tons of links from automated blog comment spam injectors -Today=Author Rank
  61. 61. New BusinessTools:The Definitive Guide lee@rswus.com @rswus #agencynewbusiness SEO Tools Change is a constant when it comes to search.
  62. 62. New BusinessTools:The Definitive Guide Start Small -First set a goal to get your site optimized. -Create one new case study a month. -Commit to just one post a month. -And use a free tool like Google analytics-at least once a week. lee@rswus.com @rswus #agencynewbusiness SEO Tools
  63. 63. New BusinessTools:The Definitive Guide lee@rswus.com @rswus #agencynewbusiness Research Services
  64. 64. New BusinessTools:The Definitive Guide lee@rswus.com @rswus #agencynewbusiness Research Services Research Service % Using % Rate as Effective (7-10 rating among users)* Hoovers 17% 36% Forrester 17% 45% Mintel 12% 56% Iconoculture 10% 49% Trendwatching.com 7% 44% Redbooks 7% 43% Jigsaw 7% 28% Datamonitor 5% 53% Gongos 5% 53% Other mentions 18% (4A’s, The List, Internal Resources, WARC, Second Wind, Lexus Nexus, ComSCore, MRI, eMarketer, Mirren, Data.com, Access Confidential, Ratti)
  65. 65. New BusinessTools:The Definitive Guide The majority of agencies in our survey say they use research services (60%). 41% of those that use research services deem them effective at helping them bolster their agency's new business development efforts. lee@rswus.com @rswus #agencynewbusiness Research Services
  66. 66. New BusinessTools:The Definitive Guide lee@rswus.com @rswus #agencynewbusiness Research Services A few reasons Agency executives say they use research services: Clients/prospects love research "How can you pitch someone if you don't know their business? "It's like going to battle and not reading the decoded message from the enemy!"
  67. 67. New BusinessTools:The Definitive Guide lee@rswus.com @rswus #agencynewbusiness Research Services A few reasons Agency executives don't subscribe to specific services: • Data isn't granular enough • Limited information available on regional prospects • Value doesn't match cost
  68. 68. New BusinessTools:The Definitive Guide lee@rswus.com @rswus #agencynewbusiness Research Services Let’s make a distinction: Research for prospecting or pitching?
  69. 69. New BusinessTools:The Definitive Guide Easier said than done, right? Social Media Monitoring lee@rswus.com @rswus #agencynewbusiness
  70. 70. New BusinessTools:The Definitive Guide lee@rswus.com @rswus #agencynewbusiness Social Media Monitoring Social Monitoring Tools % Using % Rate as Effective (7-10 rating among users)* HootSuite 37% 43% Tweetdeck 21% 45% Klout 13% 31% Sysomos 5% 70% Sprout Social 5% 54% Tweetadder 4% 29% Socialoomph 2% 33% Viralheat 1% 33% Sprinklr 1% 0% Mediafunnel 0% N/A Topsy 0% N/A Other mentions 11% (Hubspot, Inside View, Sociatracker, Tracx, NMIncite, Radian6, Buzzhead, TweetBot, meltwater, Adobe Social, Spredfast, Sprial16)
  71. 71. New BusinessTools:The Definitive Guide When asked to rate the most effective of the bunch, agencies rated HootSuite most effective because: lee@rswus.com @rswus #agencynewbusiness Social Media Monitoring • Easy to use • User friendly • Allows more social platforms
  72. 72. New BusinessTools:The Definitive Guide Why agencies don't like the products offered in this space: lee@rswus.com @rswus #agencynewbusiness Social Media Monitoring Limitations on social media outlets Hard to find actionable insights Not using very effectively Can't tie to ROI Too time consuming
  73. 73. New BusinessTools:The Definitive Guide lee@rswus.com @rswus #agencynewbusiness Marketing/Webinar Platforms
  74. 74. New BusinessTools:The Definitive Guide lee@rswus.com @rswus #agencynewbusiness Marketing/Webinar Platforms Meeting Platforms % Using % Rate as Effective (7-10 rating among users)* GoToWebinar 35% 59% Webex 30% 44% Adobe Connect 6% 55% Anymeeting 3% 80% Pardot 4% 100% Adobe’s Marketing Stack 2% 0% Other mentions 11% (Net-Results, Meltwater, Optify)
  75. 75. New BusinessTools:The Definitive Guide Most users are generally satisfied, with 56% stating such: • Makes it easy to connect with others • Have a lot of out of town clients • Allows us to control the presentation lee@rswus.com @rswus #agencynewbusiness Marketing/Webinar Platforms
  76. 76. New BusinessTools:The Definitive Guide Only 12% say the meeting platforms they're using are not effective. The few issues noted relate to: • Technical problems • Specifically, trouble getting users logged in • Don't use enough lee@rswus.com @rswus #agencynewbusiness Marketing/Webinar Platforms
  77. 77. New BusinessTools:The Definitive Guide And webinars can be tough until you’ve established your thought leadership. Your prospects are incredibly busy, and without a strong position and following, tough to get them in the seats. lee@rswus.com @rswus #agencynewbusiness Marketing/Webinar Platforms
  78. 78. New BusinessTools:The Definitive Guide lee@rswus.com @rswus #agencynewbusiness Survey Software
  79. 79. New BusinessTools:The Definitive Guide lee@rswus.com @rswus #agencynewbusiness Survey Software % Using % Rate as Effective (7-10 rating among users)* SurveyMonkey/Zoomerang 79% 45% SurveyGizmo 4% 67% Survey Analytics 4% 67% QuestionPro 2% 75% FluidSurveys 1% 0% Other mentions 10% (ResearchNow, Qualtrics, Second Wind, Mailchimp, Google Docs, SPSS, Vovici) Survey Software
  80. 80. New BusinessTools:The Definitive Guide Of those that felt like survey software was not effective (25%), their reasons include: lee@rswus.com @rswus #agencynewbusiness Survey Software • No bandwidth to use • No flexibility • Our lack of expertise
  81. 81. New BusinessTools:The Definitive Guide lee@rswus.com @rswus #agencynewbusiness Survey Software Over 40% say their Survey software is effective. • Great at helping get at original insights • Use it for clients • Prospects love to hear about themselves • Inexpensive • Straightforward
  82. 82. New BusinessTools:The Definitive Guide Things to consider: It’s a project of defined duration (versus blogging) Excellent insights for your own content Excellent insights to better understand the challenge lee@rswus.com @rswus #agencynewbusiness Survey Software
  83. 83. New BusinessTools:The Definitive Guide Thank You. Download our report: at rswus.com (Resources-Surveys) lee@rswus.com lee@rswus.com @rswus #agencynewbusiness

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