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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...
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?
< 2...
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 agen...
MOST CRUCIAL TOOLS FOR AGENCY NEW BUSINESS
• Hubspot - 27%
MOST CRUCIAL TOOLS FOR AGENCY NEW BUSINESS:
BRANDED
• HubSpot - 27%
• Salesforce – 17%
MOST CRUCIAL TOOLS FOR AGENCY NEW BUSINESS:
BRANDED
• HubSpot - 27%
• Salesforce –
17%
• LinkedIn – 16%
MOST CRUCIAL TOOLS FOR AGENCY NEW BUSINESS:
BRANDED
• HubSpot - 27%
• Salesforce – 17%
• LinkedIn – 16%
• Access
Confidential –
10%
MOST CRUCIAL TOOLS FOR AGENCY NEW BUSINESS...
MOST CRUCIAL TOOLS FOR AGENCY NEW BUSINESS
MOST CRUCIAL TOOLS FOR AGENCY NEW BUSINESS
B2B study shows 57%
of a typical purchase
decision is make before
a customer (c...
MOST CRUCIAL TOOLS FOR AGENCY NEW BUSINESS
“People, people, people ---- we don’t use
software.”
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 pur...
Themes in response:
1. A tool to better integrate data from existing sources
DESCRIBE THE IDEAL NEW BUSINESS TOOL
YOU WISH...
Themes in response:
1. A tool to better integrate data from existing sources
2. Better tracking tools for a variety of pur...
Themes in response:
1. A tool to better integrate data from existing sources
2. Better tracking tools for a variety of pur...
Themes in response:
1. A tool to better integrate data from existing sources
2. Better tracking tools for a variety of pur...
WEBINAR OBJECTIVES
• What tools are your agency peers
using and why?
• How has usage changed year-to-
year?
• What new too...
1. Social Media
2. Email Marketing Services
3. SEO Tools
4. CRM / Contact Management Software
5. Project Management / Coll...
CATEGORIES NEW BUSINESS TOOLS –
IN ORDER OF MOST USED BY AGENCIES
92.7%
73.4%
70.6%
70.2%
69.5%
62.4%
48.5%
45.3%
39.9%
19...
CATEGORIES NEW BUSINESS TOOLS –
CATEGORY USAGE, ANNUAL COMPARISONS: 2013 THROUGH 2015
93%
73% 71% 70% 70%
62%
49% 45%
40%
...
CATEGORIES NEW BUSINESS TOOLS –
CATEGORY USAGE, ANNUAL COMPARISONS: 2013 THROUGH 2015
93%
73% 71% 70% 70%
62%
49% 45%
40%
...
CATEGORIES NEW BUSINESS TOOLS –
CATEGORY USAGE, ANNUAL COMPARISONS: 2013 THROUGH 2015
93%
73% 71% 70% 70%
62%
49% 45%
40%
...
CATEGORIES NEW BUSINESS TOOLS –
CATEGORY USAGE, ANNUAL COMPARISONS: 2013 THROUGH 2015
93%
73% 71% 70% 70%
62%
49% 45%
40%
...
1. Social Media
2. Email Marketing Services
3. SEO Tools
4. CRM / Contact Management
Software
5. Project Management / Coll...
TOOL #1: SOCIAL MEDIA PLATFORMS
TOOL USAGE, ANNUAL COMPARISONS: 2013 THROUGH 2015
87%
89%
93%
84%
85%
86%
87%
88%
89%
90%
...
TOOL #1: SOCIAL MEDIA PLATFORMS
RANKING BY PLATFORM
97%
89%
88%
54%
43%
43%
31%
28%
28%
4%
4%
0%
0% 10% 20% 30% 40% 50% 60...
TOOL #1: SOCIAL MEDIA PLATFORMS
USAGE 2015 VS. 2014
29%
97%
89% 88%
54%
43% 43%
31%
28% 28%
0%
10%
20%
30%
40%
50%
60%
70%...
TOOL #1: SOCIAL MEDIA PLATFORMS 2015
EFFECTIVENESS
4.4%
9.4%
19.5%
8.2%
15.7%
16.4%
12.6%
9.4%
1.3%
3.1%
1 = Not
Effective...
2015
Top Three
TOOL #1: SOCIAL MEDIA PLATFORMS
WHAT RESPONDENTS SAY:
Tops in referrals, establishing
connections with cont...
2015
Top Three
TOOL #1: SOCIAL MEDIA PLATFORMS
WHAT RESPONDENTS SAY:
Highly mixed reviews. Reported
value seems to be prim...
2015
Top Three
TOOL #1: SOCIAL MEDIA PLATFORMS
WHAT RESPONDENTS SAY:
Recognized for bringing traffic to
the website. Could...
2015
Special Mentions
TOOL #1: SOCIAL MEDIA PLATFORMS
WHAT RESPONDENTS SAY:
Reported #4 most used platform
Big year to yea...
TOOL #1: SOCIAL MEDIA PLATFORMS
GENERAL CONSENSUS
TOOL #2: EMAIL MARKETING SERVICES
TOOL USAGE, ANNUAL COMPARISONS: 2013 THROUGH 2015
55%
63%
73%
0%
10%
20%
30%
40%
50%
60%...
TOOL #2: EMAIL MARKETING SERVICES
RANKING BY PLATFORM
54%
25%
15%
13%
6%
5%
1%
1%
1%
0% 10% 20% 30% 40% 50% 60%
MailChimp
...
TOOL #2: EMAIL MARKETING SERVICES
RANKING BY PLATFORM
59%
54%
25%
15%
13%
6%
5%
1%
1%
1%
0% 10% 20% 30% 40% 50% 60% 70%
Ot...
TOOL #1: EMAIL MARKETING SERVICES
USAGE 2015 VS. 2014
34%
32%
4%
7%
12%
3%
54%
25%
15%
5%
1% 1%
0%
10%
20%
30%
40%
50%
60%...
TOOL #2: EMAIL MARKETING SERVICES 2015
EFFECTIVENESS
1.6%
3.3%
6.5%
13.8%
10.6%
12.2%
18.7%
17.1%
8.1%
8.1%
1 = Not
Effect...
TOOL #1: SOCIAL MEDIA PLATFORMS
GENERAL CONSENSUS
CATEGORIES NEW BUSINESS TOOLS –
FASTEST GROWING CATEGORIES
56%
54%
47%
18%
70% 70%
62%
40%
0%
10%
20%
30%
40%
50%
60%
70%
...
CATEGORIES NEW BUSINESS TOOLS –
#4 RANKED: CRM/CONTACT MANAGEMENT PLATFORMS
#5
Tool
#6
Tool
#9
Tool
CRM USAGE, ANNUAL COMP...
CATEGORIES NEW BUSINESS TOOLS –
#4 RANKED: CRM/CONTACT MANAGEMENT PLATFORMS
#5
Tool
#6
Tool
#9
Tool
#6
Too
l
#4
Too
l
#5
T...
CATEGORIES NEW BUSINESS TOOLS –
#4 RANKED: CRM/CONTACT MANAGEMENT PLATFORMS
#5
Tool
#6
Tool
#9
Tool
#6
Too
l
#4
Too
l
#5
T...
CATEGORIES NEW BUSINESS TOOLS –
#4 RANKED: CRM/CONTACT MANAGEMENT PLATFORMS
#5
Tool
#6
Tool
#9
Tool
#6
Too
l
#4
Too
l
#5
T...
CATEGORIES NEW BUSINESS TOOLS –
#4 RANKED: CRM/CONTACT MANAGEMENT PLATFORMS
#5
Tool
#6
Tool
#9
Tool
#6
Too
l
#4
Too
l
#5
T...
CATEGORIES NEW BUSINESS TOOLS –
#4 RANKED: CRM/CONTACT MANAGEMENT PLATFORMS
#5
Tool
#6
Tool
#9
Tool
#6
Too
l
#4
Too
l
#5
T...
CATEGORIES NEW BUSINESS TOOLS –
#4 RANKED: CRM/CONTACT MANAGEMENT PLATFORMS
#5
Tool
#6
Tool
#9
Tool
#6
Too
l
#4
Too
l
#5
T...
CATEGORIES NEW BUSINESS TOOLS –
#4 RANKED: CRM/CONTACT MANAGEMENT PLATFORMS
#5
Tool
#6
Tool
#9
Tool
#6
Too
l
#4
Too
l
#5
T...
CATEGORIES NEW BUSINESS TOOLS –
#5 RANKED: PROJECT MANAGEMENT / COLLABORATION TOOLS
#5
Tool
#6
Tool
#9
Tool
PROJECT MANAGE...
CATEGORIES NEW BUSINESS TOOLS –
#5 RANKED: PROJECT MANAGEMENT / COLLABORATION TOOLS
#5
Tool
#6
Tool
#9
Tool
#6
Too
l
#5
To...
#5
Tool
#6
Tool
#9
Tool
76.8%
24.2%
10.5%
7.4%
4.2%
3.2%
3.2%
2.1%
1.1%
0.0%
0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0...
CATEGORIES NEW BUSINESS TOOLS –
#5 RANKED: PROJECT MANAGEMENT / COLLABORATION TOOLS
#5
Tool
#6
Tool
#9
Tool
#6
Too
l
#5
To...
CATEGORIES NEW BUSINESS TOOLS –
#6 RANKED: SOCIAL MEDIA MONITORING TOOLS
#5
Tool
#6
Tool
#9
Tool
53%
47%
62%
0%
10%
20%
30...
CATEGORIES NEW BUSINESS TOOLS –
#6 RANKED: SOCIAL MEDIA MONITORING TOOLS
#5
Tool
#6
Tool
#9
Tool
#5
Too
l
#7
Too
l
#6
Too
...
CATEGORIES NEW BUSINESS TOOLS –
#6 RANKED: SOCIAL MEDIA MONITORING TOOLS
#5
Tool
#6
Tool
#9
Tool
#5
Too
l
#7
Too
l
#6
Too
...
CATEGORIES NEW BUSINESS TOOLS –
#6 RANKED: SOCIAL MEDIA MONITORING TOOLS
#5
Tool
#6
Tool
#9
Tool
#5
Too
l
#7
Too
l
#6
Too
...
CATEGORIES NEW BUSINESS TOOLS –
#6 RANKED: SOCIAL MEDIA MONITORING TOOLS
#5
Tool
#6
Tool
#9
Tool
#5
Too
l
#7
Too
l
#6
Too
...
CATEGORIES NEW BUSINESS TOOLS –
#9 RANKED: MARKETING AUTOMATION / INBOUND MARKETING PLATFORMS
#5
Tool
#6
Tool
#9
Tool
22%
...
CATEGORIES NEW BUSINESS TOOLS –
#9 RANKED: MARKETING AUTOMATION / INBOUND MARKETING PLATFORMS
#5
Tool
#6
Tool
#9
Tool
87%
...
CATEGORIES NEW BUSINESS TOOLS –
#9 RANKED: MARKETING AUTOMATION / INBOUND MARKETING PLATFORMS
#5
Tool
#6
Tool
#9
Tool
51%
...
CATEGORIES NEW BUSINESS TOOLS –
#9 RANKED: MARKETING AUTOMATION / INBOUND MARKETING PLATFORMS
#5
Tool
#6
Tool
#9
Tool
CATEGORIES NEW BUSINESS TOOLS –
#9 RANKED: MARKETING AUTOMATION / INBOUND MARKETING PLATFORMS
#5
Tool
#6
Tool
#9
Tool
ADDITIONAL CATEGORIES: RESEARCH SERVICES -
• Research Services
• SEO Tools
• Prospect / List Building Tools
• Content Deve...
ADDITIONAL CATEGORIES: RESEARCH SERVICES -
• 2013: 60%
• 2014: 58%
• 2015: 48%
Reported category usage declining: Reported...
ADDITIONAL CATEGORIES: SEO TOOLS
• 2013: 67%
• 2014: 74%
• 2015: 71%
Reported category usage flat:
Google Tools lead this ...
ADDITIONAL CATEGORIES:
PROSPECT/LIST BUILDING TOOLS
• 2013: 43%
• 2014: 38%
• 2015: 45%
Reported category usage:
31%
26%
1...
AND, A NEW CATEGORY:
CONTENT DEVELOPMENT TOOLS
2015 reported category usage: 19%
52.4%
28.6%
19.0%
14.3%
4.8%
4.8%
0.0%
0....
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
3
1. People
2. Website
3. List-Building Tool
4. CRM
ADDITIONAL REFERENCE AND RESOURCES
• The 2015 Survey Report is posted on
our website.
• Coming in June – further insights ...
RSW/US 2015 Agency New Business Tools Webinar
RSW/US 2015 Agency New Business Tools Webinar
RSW/US 2015 Agency New Business Tools Webinar
RSW/US 2015 Agency New Business Tools Webinar
RSW/US 2015 Agency New Business Tools Webinar
RSW/US 2015 Agency New Business Tools Webinar
RSW/US 2015 Agency New Business Tools Webinar
RSW/US 2015 Agency New Business Tools Webinar
RSW/US 2015 Agency New Business Tools Webinar
RSW/US 2015 Agency New Business Tools Webinar
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RSW/US 2015 Agency New Business Tools Webinar

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Agencies and marketing service firms provided insight on the effectiveness of a wide variety of new business tools they use to support and grow their business. Learn what tools they’re using and how it can help your agency.

In this webinar, RSW/US Director of Business Development, Lee McKnight Jr. discusses:

• One of the most important tools – that may not be getting enough attention.
• The most popular tools and how to use them most efficiently.
• The tools and technology that are increasing most rapidly in use.

2015 marks the third year that Mirren and RSW/US have collaborated on the New Business Tools Survey and Report.

See what agencies said in 2015. Learn what's changed, and what new offerings have arrived in the mix.

View the webinar here: http://bit.ly/1FkfWzg

RSW/US 2015 Agency New Business Tools Webinar

  1. 1. 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
  2. 2. Lee McKnight Jr. – Director, Business Development at RSW/US
  3. 3. INTRODUCTION Nearly 300 agency respondents nationwide from RSW/US and Mirren databases.
  4. 4. INTRODUCTION Thanks to https://www.mirren.com/
  5. 5. INTRODUCTION Download at: http://www.rswus.com/survey /agency-new-business-tools- 2015-annual-report/
  6. 6. 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)
  7. 7. 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 / VP New Business Manager / Director / VP Strategy Manager / Director / VP President/CEO/COO New Business Lead
  8. 8. MOST CRUCIAL TOOLS FOR AGENCY NEW BUSINESS
  9. 9. • Hubspot - 27% MOST CRUCIAL TOOLS FOR AGENCY NEW BUSINESS: BRANDED
  10. 10. • HubSpot - 27% • Salesforce – 17% MOST CRUCIAL TOOLS FOR AGENCY NEW BUSINESS: BRANDED
  11. 11. • HubSpot - 27% • Salesforce – 17% • LinkedIn – 16% MOST CRUCIAL TOOLS FOR AGENCY NEW BUSINESS: BRANDED
  12. 12. • HubSpot - 27% • Salesforce – 17% • LinkedIn – 16% • Access Confidential – 10% MOST CRUCIAL TOOLS FOR AGENCY NEW BUSINESS: BRANDED Access Confidential
  13. 13. MOST CRUCIAL TOOLS FOR AGENCY NEW BUSINESS
  14. 14. MOST CRUCIAL TOOLS FOR AGENCY NEW BUSINESS 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?
  15. 15. MOST CRUCIAL TOOLS FOR AGENCY NEW BUSINESS “People, people, people ---- we don’t use software.”
  16. 16. DESCRIBE THE IDEAL NEW BUSINESS TOOL YOU WISH EXISTED…
  17. 17. 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 DESCRIBE THE IDEAL NEW BUSINESS TOOL YOU WISH EXISTED…
  18. 18. Themes in response: 1. A tool to better integrate data from existing sources DESCRIBE THE IDEAL NEW BUSINESS TOOL YOU WISH EXISTED…
  19. 19. 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.) DESCRIBE THE IDEAL NEW BUSINESS TOOL YOU WISH EXISTED…
  20. 20. 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 DESCRIBE THE IDEAL NEW BUSINESS TOOL YOU WISH EXISTED…
  21. 21. 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 DESCRIBE THE IDEAL NEW BUSINESS TOOL YOU WISH EXISTED…
  22. 22. 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?
  23. 23. 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
  24. 24. CATEGORIES NEW BUSINESS TOOLS – IN ORDER OF MOST USED BY AGENCIES 92.7% 73.4% 70.6% 70.2% 69.5% 62.4% 48.5% 45.3% 39.9% 19.2% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 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 % of 2015 Respondents Using In survey for first time in 2015.
  25. 25. CATEGORIES NEW BUSINESS TOOLS – CATEGORY USAGE, ANNUAL COMPARISONS: 2013 THROUGH 2015 93% 73% 71% 70% 70% 62% 49% 45% 40% 19% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% SocialMedia EmailMarketingServices SEOTools CRM/ContactManagementSoftware ProjectManagement/Collaboration Tools SocialMediaMonitoringTools ResearchServices ProspectContact/ListBuildingSoftware MarketingAutomation/Inbound MarketingPlatforms ContentDevelopmentTools Changes in Reported Year to Year Category Usage 2013 - 2015 2013 2014 2015
  26. 26. CATEGORIES NEW BUSINESS TOOLS – CATEGORY USAGE, ANNUAL COMPARISONS: 2013 THROUGH 2015 93% 73% 71% 70% 70% 62% 49% 45% 40% 19% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% SocialMedia EmailMarketingServices SEOTools CRM/ContactManagementSoftware ProjectManagement/Collaboration Tools SocialMediaMonitoringTools ResearchServices ProspectContact/ListBuildingSoftware MarketingAutomation/Inbound MarketingPlatforms ContentDevelopmentTools Changes in Reported Year to Year Category Usage 2013 - 2015 2013 2014 2015
  27. 27. CATEGORIES NEW BUSINESS TOOLS – CATEGORY USAGE, ANNUAL COMPARISONS: 2013 THROUGH 2015 93% 73% 71% 70% 70% 62% 49% 45% 40% 19% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% SocialMedia EmailMarketingServices SEOTools CRM/ContactManagementSoftware ProjectManagement/Collaboration Tools SocialMediaMonitoringTools ResearchServices ProspectContact/ListBuildingSoftware MarketingAutomation/Inbound MarketingPlatforms ContentDevelopmentTools Changes in Reported Year to Year Category Usage 2013 - 2015 2013 2014 2015
  28. 28. CATEGORIES NEW BUSINESS TOOLS – CATEGORY USAGE, ANNUAL COMPARISONS: 2013 THROUGH 2015 93% 73% 71% 70% 70% 62% 49% 45% 40% 19% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% SocialMedia EmailMarketingServices SEOTools CRM/ContactManagementSoftware ProjectManagement/Collaboration Tools SocialMediaMonitoringTools ResearchServices ProspectContact/ListBuildingSoftware MarketingAutomation/Inbound MarketingPlatforms ContentDevelopmentTools Changes in Reported Year to Year Category Usage 2013 - 2015 2013 2014 2015
  29. 29. 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
  30. 30. TOOL #1: SOCIAL MEDIA PLATFORMS TOOL USAGE, ANNUAL COMPARISONS: 2013 THROUGH 2015 87% 89% 93% 84% 85% 86% 87% 88% 89% 90% 91% 92% 93% 94% 2013 2014 2015 Social Media Platforms
  31. 31. TOOL #1: SOCIAL MEDIA PLATFORMS RANKING BY PLATFORM 97% 89% 88% 54% 43% 43% 31% 28% 28% 4% 4% 0% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% LinkedIn Facebook Twitter YouTube Google+ Instagram Vimeo Pinterest SlideShare Vine Quora XING Social Media Platform - % Respondents Using 2015
  32. 32. TOOL #1: SOCIAL MEDIA PLATFORMS USAGE 2015 VS. 2014 29% 97% 89% 88% 54% 43% 43% 31% 28% 28% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% LinkedIn Facebook Twitter YouTube Google+ Instagram Vimeo Pinterest SlideShare Vine Quora Usage Comparison 2015 vs. 2014 2014 2015
  33. 33. TOOL #1: SOCIAL MEDIA PLATFORMS 2015 EFFECTIVENESS 4.4% 9.4% 19.5% 8.2% 15.7% 16.4% 12.6% 9.4% 1.3% 3.1% 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% 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)
  34. 34. 2015 Top Three TOOL #1: SOCIAL MEDIA PLATFORMS WHAT RESPONDENTS SAY: Tops in referrals, establishing connections with contacts.
  35. 35. 2015 Top Three TOOL #1: SOCIAL MEDIA PLATFORMS WHAT RESPONDENTS SAY: Highly mixed reviews. Reported value seems to be primarily in showcasing agency “culture” and personality.
  36. 36. 2015 Top Three TOOL #1: SOCIAL MEDIA PLATFORMS WHAT RESPONDENTS SAY: Recognized for bringing traffic to the website. Could it overtake Facebook in 2016?
  37. 37. 2015 Special Mentions TOOL #1: SOCIAL MEDIA PLATFORMS WHAT RESPONDENTS SAY: Reported #4 most used platform Big year to year jump: 2015: 43% 2014: 29%
  38. 38. TOOL #1: SOCIAL MEDIA PLATFORMS GENERAL CONSENSUS
  39. 39. TOOL #2: EMAIL MARKETING SERVICES TOOL USAGE, ANNUAL COMPARISONS: 2013 THROUGH 2015 55% 63% 73% 0% 10% 20% 30% 40% 50% 60% 70% 80% 2013 2014 2015 Email Marketing Services #4 Too l #3 To ol #2 To ol
  40. 40. TOOL #2: EMAIL MARKETING SERVICES RANKING BY PLATFORM 54% 25% 15% 13% 6% 5% 1% 1% 1% 0% 10% 20% 30% 40% 50% 60% MailChimp Constant Contact Emma Campaign Monitor Salesforce Marketing Cloud iContact Benchmark Email GetResponse VerticalResponse Email Marketing Services - % Respondents Using 2015
  41. 41. TOOL #2: EMAIL MARKETING SERVICES RANKING BY PLATFORM 59% 54% 25% 15% 13% 6% 5% 1% 1% 1% 0% 10% 20% 30% 40% 50% 60% 70% Other (please specify) MailChimp Constant Contact Emma Campaign Monitor Salesforce Marketing Cloud iContact Benchmark Email GetResponse VerticalResponse Email Marketing Services - % Respondents Using 2015 HubSpot was Specified in Nearly Two-Thirds of “Other” Responses Counting “Other” Responses: #1: MailChimp #2: HubSpot #3: Constant Contact
  42. 42. TOOL #1: EMAIL MARKETING SERVICES USAGE 2015 VS. 2014 34% 32% 4% 7% 12% 3% 54% 25% 15% 5% 1% 1% 0% 10% 20% 30% 40% 50% 60% MailChimp ConstantContact Emma iContact CampaignMonitor VerticalResponse Usage Comparison 2015 vs. 2014 2014 2015
  43. 43. TOOL #2: EMAIL MARKETING SERVICES 2015 EFFECTIVENESS 1.6% 3.3% 6.5% 13.8% 10.6% 12.2% 18.7% 17.1% 8.1% 8.1% 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% 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)
  44. 44. TOOL #1: SOCIAL MEDIA PLATFORMS GENERAL CONSENSUS
  45. 45. CATEGORIES NEW BUSINESS TOOLS – FASTEST GROWING CATEGORIES 56% 54% 47% 18% 70% 70% 62% 40% 0% 10% 20% 30% 40% 50% 60% 70% 80% CRM/Contact Management Software Project Management/Collaboration Tools Social Media Monitoring Tools Marketing Automation/Inbound Marketing Platforms Changes in Reported Year to Year Category Usage 2013 - 2015 2014 2015 #4 Tool #5 Tool #6 Tool #9 Tool
  46. 46. CATEGORIES NEW BUSINESS TOOLS – #4 RANKED: CRM/CONTACT MANAGEMENT PLATFORMS #5 Tool #6 Tool #9 Tool CRM USAGE, ANNUAL COMPARISONS: 2013 THROUGH 2015 45% 56% 70% 0% 10% 20% 30% 40% 50% 60% 70% 80% 2013 2014 2015 #7 Too l #4 Too l #5 Too l
  47. 47. CATEGORIES NEW BUSINESS TOOLS – #4 RANKED: CRM/CONTACT MANAGEMENT PLATFORMS #5 Tool #6 Tool #9 Tool #6 Too l #4 Too l #5 Too l 32% 68% CRM Tools Used Contact Management Only Full CRM
  48. 48. CATEGORIES NEW BUSINESS TOOLS – #4 RANKED: CRM/CONTACT MANAGEMENT PLATFORMS #5 Tool #6 Tool #9 Tool #6 Too l #4 Too l #5 Too l 39% 29% 12% 5% 4% 3% 3% 2% 1% 1% 0% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% Salesforce HubSpot CRM Excel ACT! Pipeline Deals Microsoft Dynamics SugarCRM Infusionsoft Nimble ZoHo Maximizer Used for Contact Management Only
  49. 49. CATEGORIES NEW BUSINESS TOOLS – #4 RANKED: CRM/CONTACT MANAGEMENT PLATFORMS #5 Tool #6 Tool #9 Tool #6 Too l #4 Too l #5 Too l 46% 42% 8% 2% 2% 2% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% HubSpot CRM Salesforce SugarCRM Infusionsoft Microsoft Dynamics Nimble Full CRM Suite Used
  50. 50. CATEGORIES NEW BUSINESS TOOLS – #4 RANKED: CRM/CONTACT MANAGEMENT PLATFORMS #5 Tool #6 Tool #9 Tool #6 Too l #4 Too l #5 Too l 38.7% 11.8% 5.4% 29.0% 3.2% 0.0% 5.0% 10.0% 15.0% 20.0% 25.0% 30.0% 35.0% 40.0% 45.0% Salesforce Excel ACT! HubSpot Sugar Year-to-year usage: Contact Management Only 2014 2015
  51. 51. CATEGORIES NEW BUSINESS TOOLS – #4 RANKED: CRM/CONTACT MANAGEMENT PLATFORMS #5 Tool #6 Tool #9 Tool #6 Too l #4 Too l #5 Too l 41.5% 46.2% 7.7% 1.5% 1.5% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% Salesforce HubSpot CRM SugarCRM Microsoft Dynamics CRM Infusionsoft Year-to-year Usage as CRM Suite 2014 2015
  52. 52. CATEGORIES NEW BUSINESS TOOLS – #4 RANKED: CRM/CONTACT MANAGEMENT PLATFORMS #5 Tool #6 Tool #9 Tool #6 Too l #4 Too l #5 Too l 1.7% 5.1% 8.5% 7.6% 18.6% 14.4% 12.7% 13.6% 11.9% 5.9% 0.0% 2.0% 4.0% 6.0% 8.0% 10.0% 12.0% 14.0% 16.0% 18.0% 20.0% 1 = Not Effective 2 3 4 5 6 7 8 9 10 = Very Effective Effectiveness of CRM/Contact Management Tools
  53. 53. CATEGORIES NEW BUSINESS TOOLS – #4 RANKED: CRM/CONTACT MANAGEMENT PLATFORMS #5 Tool #6 Tool #9 Tool #6 Too l #4 Too l #5 Too l Respondents indicate optimization is primarily on themselves.
  54. 54. CATEGORIES NEW BUSINESS TOOLS – #5 RANKED: PROJECT MANAGEMENT / COLLABORATION TOOLS #5 Tool #6 Tool #9 Tool PROJECT MANAGEMENT TOOLS, ANNUAL COMPARISONS: 2013 THROUGH 2015 50% 54% 70% 0% 10% 20% 30% 40% 50% 60% 70% 80% 2013 2014 2015 Project Management Tools #6 Too l #5 Too l #6 Too l
  55. 55. CATEGORIES NEW BUSINESS TOOLS – #5 RANKED: PROJECT MANAGEMENT / COLLABORATION TOOLS #5 Tool #6 Tool #9 Tool #6 Too l #5 Too l #6 Too l …ALWAYS Remember…Time is a Tool…
  56. 56. #5 Tool #6 Tool #9 Tool 76.8% 24.2% 10.5% 7.4% 4.2% 3.2% 3.2% 2.1% 1.1% 0.0% 0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0% 80.0% Basecamp Workamajig Advantage Asana Pbworks Docurated FunctionFox Central Desktop Lighthouse WorkflowMax Project Management / Collaboration Tool Usage 2015 CATEGORIES NEW BUSINESS TOOLS – #5 RANKED: PROJECT MANAGEMENT / COLLABORATION TOOLS
  57. 57. CATEGORIES NEW BUSINESS TOOLS – #5 RANKED: PROJECT MANAGEMENT / COLLABORATION TOOLS #5 Tool #6 Tool #9 Tool #6 Too l #5 Too l #6 Too l 56% 18% 8% 77% 24% 10% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Basecamp Workamajig Advantage Growth in Usage - Top Three Tools 2014 2015
  58. 58. CATEGORIES NEW BUSINESS TOOLS – #6 RANKED: SOCIAL MEDIA MONITORING TOOLS #5 Tool #6 Tool #9 Tool 53% 47% 62% 0% 10% 20% 30% 40% 50% 60% 70% 2013 2014 2015 Social Media Monitoring Tools #5 Too l #7 Too l #6 Too l
  59. 59. CATEGORIES NEW BUSINESS TOOLS – #6 RANKED: SOCIAL MEDIA MONITORING TOOLS #5 Tool #6 Tool #9 Tool #5 Too l #7 Too l #6 Too l 75% 37% 29% 27% 20% 19% 6% 6% 5% 5% 2% 0% 0% 0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0% 80.0% HootSuite HubSpot Klout TweetDeck Buffer Sysomos IFTTT Social Tracker Manage FlitterRadian6* SocialOomph Unmetric Reachpod Sociota Social Media Monitoring Tool Usage *Salesforce
  60. 60. CATEGORIES NEW BUSINESS TOOLS – #6 RANKED: SOCIAL MEDIA MONITORING TOOLS #5 Tool #6 Tool #9 Tool #5 Too l #7 Too l #6 Too l 54% - Mentioned HubSpot in “Other” 46% - the rest of “Other” “HubSpot comprises over half of “Other” tools Mentioned Hubspot Other
  61. 61. CATEGORIES NEW BUSINESS TOOLS – #6 RANKED: SOCIAL MEDIA MONITORING TOOLS #5 Tool #6 Tool #9 Tool #5 Too l #7 Too l #6 Too l 75% 37% 28% 27% 20% 0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0% 80.0% HootSuite HubSpot Klout TweetDeck Buffer Top Five Social Media Monitoring Tools - 2015
  62. 62. CATEGORIES NEW BUSINESS TOOLS – #6 RANKED: SOCIAL MEDIA MONITORING TOOLS #5 Tool #6 Tool #9 Tool #5 Too l #7 Too l #6 Too l Is your audience engaged?
  63. 63. CATEGORIES NEW BUSINESS TOOLS – #9 RANKED: MARKETING AUTOMATION / INBOUND MARKETING PLATFORMS #5 Tool #6 Tool #9 Tool 22% 18% 40% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 2013 2014 2015 Marketing Automation Tools
  64. 64. CATEGORIES NEW BUSINESS TOOLS – #9 RANKED: MARKETING AUTOMATION / INBOUND MARKETING PLATFORMS #5 Tool #6 Tool #9 Tool 87% 10% 10% 5% 5% 2% 0% 0% 0% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% HubSpot Marketo Pardot (Salesforce) Act-On SharpSpring Silverpop Eloqua Salesfusion Velocify Marketing Automation Tools Usage 2015
  65. 65. CATEGORIES NEW BUSINESS TOOLS – #9 RANKED: MARKETING AUTOMATION / INBOUND MARKETING PLATFORMS #5 Tool #6 Tool #9 Tool 51% 15% 0% 62% 14% 19% 87% 10% 10% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% HubSpot Marketo Pardot Annual Change in Usage by Platform: Marketing Automation 2013 2014 2015
  66. 66. CATEGORIES NEW BUSINESS TOOLS – #9 RANKED: MARKETING AUTOMATION / INBOUND MARKETING PLATFORMS #5 Tool #6 Tool #9 Tool
  67. 67. CATEGORIES NEW BUSINESS TOOLS – #9 RANKED: MARKETING AUTOMATION / INBOUND MARKETING PLATFORMS #5 Tool #6 Tool #9 Tool
  68. 68. ADDITIONAL CATEGORIES: RESEARCH SERVICES - • Research Services • SEO Tools • Prospect / List Building Tools • Content Development Tools
  69. 69. ADDITIONAL CATEGORIES: RESEARCH SERVICES - • 2013: 60% • 2014: 58% • 2015: 48% Reported category usage declining: Reported use of The List up notably: 32% 46% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% 2014 2015 The List: Reported Usage
  70. 70. ADDITIONAL CATEGORIES: SEO TOOLS • 2013: 67% • 2014: 74% • 2015: 71% Reported category usage flat: Google Tools lead this category: 79.6% 58.3% 34.0% 17.5% 15.5% 0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0% 80.0% 90.0% Google Keyword Planner Google Trends MOZ SpyFu HubSpot* Which of the following SEO Tools do you currently use? (Select all that apply)
  71. 71. ADDITIONAL CATEGORIES: PROSPECT/LIST BUILDING TOOLS • 2013: 43% • 2014: 38% • 2015: 45% Reported category usage: 31% 26% 10% 11% 8.0% 65% 58% 24% 14% 11% 0% 10% 20% 30% 40% 50% 60% 70% LinkedIn The List Access Confidential Jigsaw (Data.com) Hoovers Top Five Contact/List Building Software Offerings 2014 2015
  72. 72. AND, A NEW CATEGORY: CONTENT DEVELOPMENT TOOLS 2015 reported category usage: 19% 52.4% 28.6% 19.0% 14.3% 4.8% 4.8% 0.0% 0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% In-House Video Content Development Zerys Contently WriterAccess Video Creation Marketplace VideoPixie Scripted Which of the following Content Development Tools do you currently use? (Select all that apply)
  73. 73. REVIEWING OUR OBJECTIVES
  74. 74. TOP TOOLS 3
  75. 75. TOP TOOLS 3 • People
  76. 76. TOP TOOLS 3 • People • Website
  77. 77. TOP TOOLS 3 • People • Website • List-Building Tool
  78. 78. TOP TOOLS 3 1. People 2. Website 3. List-Building Tool 4. CRM
  79. 79. 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: lee@rswus.com

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