RSW/US Agency New Business Tools 2014 Survey Report Webinar Slide Deck

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7-17-14 RSW/US Agency New Business Tools 2014 Survey Report Webinar

In the “RSW/US-Mirren 2014 New Business Tools Webinar,” RSW/US Director of Business Development Lee McKnight Jr. digs into report results and provides comparisons, perspective and insight into nine new business tool categories agencies are using for new business. Lee also delves deeper into the report’s findings, providing you a roadmap for the best and most effective tool choices available for agency new business.

More specifically, the following questions are answered:
• What tools are agencies using and why?
• What changes have occurred in usage compared to last year's survey?
• What new tools are your peers using that may benefit your new business efforts?
• If resources are limited (and they usually are) what are the top 3-5 tools we recommend.

View the webinar here: http://www.rswus.com/resources/webinars

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RSW/US Agency New Business Tools 2014 Survey Report Webinar Slide Deck

  1. 1. New Business Tools: 2014 Webinar
  2. 2. lee@rswus.com @rswus #agencynewbusiness Lee McKnight Jr.-Director of Business Development at RSW/US BACKGROUND
  3. 3. lee@rswus.com @rswus #agencynewbusiness 350+ agency respondents nationwide from the RSW/US & Mirren Databases. BACKGROUND
  4. 4. lee@rswus.com @rswus #agencynewbusiness Thanks to BACKGROUND
  5. 5. lee@rswus.com @rswus #agencynewbusiness Download at: http://www.rswus.c om/white- paper/rswus- mirren-2014-new- business-tools- report BACKGROUND
  6. 6. lee@rswus.com @rswus #agencynewbusiness BACKGROUND
  7. 7. lee@rswus.com @rswus #agencynewbusiness BACKGROUND
  8. 8. lee@rswus.com @rswus #agencynewbusiness WHAT YOU WANT FROM THE FUTURE
  9. 9. 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
  10. 10. lee@rswus.com @rswus #agencynewbusiness BETTER DATA ABOUT WHO’S VISITING THE AGENCY WEBSITE WHAT YOU WANT FROM THE FUTURE
  11. 11. 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
  12. 12. 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
  13. 13. lee@rswus.com @rswus #agencynewbusiness I. Break down each new business tool category, answering the following: WEBINAR GOAL
  14. 14. lee@rswus.com @rswus #agencynewbusiness 1) What tools are your agency peers using and why? WEBINAR GOAL
  15. 15. lee@rswus.com @rswus #agencynewbusiness 2) What changes have occurred in usage compared to last year's survey? WEBINAR GOAL
  16. 16. lee@rswus.com @rswus #agencynewbusiness 3) What new tools are your peers using that may benefit your new business efforts? WEBINAR GOAL
  17. 17. lee@rswus.com @rswus #agencynewbusiness II. If resources are limited (and they usually are) what are the top 5 tools we recommend. WEBINAR GOAL
  18. 18. lee@rswus.com @rswus #agencynewbusiness I. Category Breakdowns
  19. 19. 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
  20. 20. lee@rswus.com @rswus #agencynewbusiness TOOL #1: SOCIAL MEDIA
  21. 21. lee@rswus.com @rswus #agencynewbusiness 1) Social Media-The most used agency new business tools 2014: 89% 2013: 87% TOOL #1: SOCIAL MEDIA
  22. 22. lee@rswus.com @rswus #agencynewbusiness TOOL #1: SOCIAL MEDIA
  23. 23. lee@rswus.com @rswus #agencynewbusiness 2014 2013 20% 18% 17% 11% 8% TOOL #1: SOCIAL MEDIA 21% 21% 20% 14% 8%
  24. 24. lee@rswus.com @rswus #agencynewbusiness Overall effectiveness = 40% this year- only 18% in 2013 TOOL #1: SOCIAL MEDIA PLATFORMS
  25. 25. lee@rswus.com @rswus #agencynewbusiness “Driver of brand awareness but not lead generation.”Agency Survey Participant TOOL #1: SOCIAL MEDIA PLATFORMS
  26. 26. 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
  27. 27. 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
  28. 28. lee@rswus.com @rswus #agencynewbusiness Start small. TOOL #1: SOCIAL MEDIA PLATFORMS
  29. 29. lee@rswus.com @rswus #agencynewbusiness Make sure you’re where your prospects are! TOOL #1: SOCIAL MEDIA PLATFORMS
  30. 30. lee@rswus.com @rswus #agencynewbusiness Google+ basically still a wasteland and now authorship rank is gone (sort of). TOOL #1: SOCIAL MEDIA PLATFORMS
  31. 31. 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
  32. 32. lee@rswus.com @rswus #agencynewbusiness Why aren’t you using: TOOL #1: SOCIAL MEDIA PLATFORMS
  33. 33. lee@rswus.com @rswus #agencynewbusiness TOOL #2: CRM/CONTACT MANAGEMENT SOFTWARE PLATFORMS
  34. 34. lee@rswus.com @rswus #agencynewbusiness 2014: 56% 2013: 45% CRM-#2 most used agency new business tool TOOL #2: CRM
  35. 35. lee@rswus.com @rswus #agencynewbusiness TOOL #2: CRM
  36. 36. lee@rswus.com @rswus #agencynewbusiness TOOL #2: CRM
  37. 37. lee@rswus.com @rswus #agencynewbusiness 2014 2013 TOOL #2: CRM 40% 26% 11% 8% 8% 39% 6% 4% 2% 2%
  38. 38. lee@rswus.com @rswus #agencynewbusiness As with new business generally- it’s about time and ease of use TOOL #2: CRM
  39. 39. lee@rswus.com @rswus #agencynewbusiness 68% of agencies using a CRM believe their system is effective TOOL #2: CRM
  40. 40. 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
  41. 41. 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
  42. 42. lee@rswus.com @rswus #agencynewbusiness CRMEXCEL TOOL #2: CRM
  43. 43. 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
  44. 44. lee@rswus.com @rswus #agencynewbusiness • Difficult to keep it updated • Only use it as a database • Too complex/too expensive TOOL #2: CRM
  45. 45. lee@rswus.com @rswus #agencynewbusiness TOOL #3: RESEARCH SERVICES
  46. 46. lee@rswus.com @rswus #agencynewbusiness 2014: 58% 2013: 60% TOOL #3: RESEARCH SERVICES
  47. 47. lee@rswus.com @rswus #agencynewbusiness TOOL #3: RESEARCH SERVICES
  48. 48. lee@rswus.com @rswus #agencynewbusiness 2014 2013 TOOL #3: RESEARCH SERVICES 13% 17% 12% 11% 10% 17% 12% 10%
  49. 49. lee@rswus.com @rswus #agencynewbusiness 2014=72% 2013=41% TOOL #3: RESEARCH SERVICES
  50. 50. 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
  51. 51. 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
  52. 52. lee@rswus.com @rswus #agencynewbusiness TOOL #4: PROSPECT CONTACT/LIST BUILDING SERVICES
  53. 53. lee@rswus.com @rswus #agencynewbusiness 2014: 38% 2013: 43% TOOL #4: LIST BUILDING
  54. 54. lee@rswus.com @rswus #agencynewbusiness 2014 2013 30% 49% 26% 11% 9% 20% 17% 1% TOOL #4: LIST BUILDING
  55. 55. lee@rswus.com @rswus #agencynewbusiness 64% of agencies surveyed found their service effective in 2014 vs. 54% in 2013. TOOL #4: LIST BUILDING
  56. 56. lee@rswus.com @rswus #agencynewbusiness Why LinkedIn? TOOL #4: LIST BUILDING
  57. 57. lee@rswus.com @rswus #agencynewbusiness TOOL #4: LIST BUILDING
  58. 58. 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
  59. 59. lee@rswus.com @rswus #agencynewbusiness TOOL #5: SEO
  60. 60. lee@rswus.com @rswus #agencynewbusiness 2014: 74% 2013: 67% TOOL #5: SEO
  61. 61. lee@rswus.com @rswus #agencynewbusiness 2014 2013 TOOL #5: SEO 70% 15% 10% 3% 42% 24% 17% 3%
  62. 62. lee@rswus.com @rswus #agencynewbusiness 67% of agencies surveys said their SEO platform is effective in 2014 vs. 54% in 2013. TOOL #5: SEO
  63. 63. 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
  64. 64. lee@rswus.com @rswus #agencynewbusiness You’ll burn both new business ends keeping up with all the changes in Search. TOOL #5: SEO
  65. 65. lee@rswus.com @rswus #agencynewbusiness Authorship rankings, keyword, organic, AdWords, the link between social sharing and search rankings, etc. TOOL #5: SEO
  66. 66. 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
  67. 67. 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
  68. 68. 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
  69. 69. 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
  70. 70. 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
  71. 71. lee@rswus.com @rswus #agencynewbusiness TOOL #6: EMAIL/AUTO- RESPONDER SERVICES
  72. 72. lee@rswus.com @rswus #agencynewbusiness 2014: 63% 2013: 55% TOOL #6: EMAIL/AUTO-RESPONDER
  73. 73. lee@rswus.com @rswus #agencynewbusiness 2014 2013 TOOL #6: EMAIL/AUTO-RESPONDER 28% 26% 16% 10% 24% 22% 11% 3%
  74. 74. 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
  75. 75. 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
  76. 76. lee@rswus.com @rswus #agencynewbusiness TOOL #6: EMAIL/AUTO-RESPONDER
  77. 77. 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
  78. 78. 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
  79. 79. lee@rswus.com @rswus #agencynewbusiness 7. SOCIAL MEDIA MONITORING TOOLS
  80. 80. lee@rswus.com @rswus #agencynewbusiness 2014: 46% 2013: 53% TOOL #7:SOCIAL MEDIA MONITORING TOOLS
  81. 81. lee@rswus.com @rswus #agencynewbusiness TOOL #7:SOCIAL MEDIA MONITORING TOOLS
  82. 82. lee@rswus.com @rswus #agencynewbusiness 2014 2013 TOOL #7:SOCIAL MEDIA MONITORING TOOLS 30% 17% 17% 13% 30% 17% 13% 5%
  83. 83. 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
  84. 84. 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
  85. 85. lee@rswus.com @rswus #agencynewbusiness TOOL #8: MARKETING AUTOMATION/INBOUND MARKETING PLATFORMS
  86. 86. lee@rswus.com @rswus #agencynewbusiness 2014: 18% 2013: 22% TOOL #8:INBOUND MARKETING PLATFORMS
  87. 87. lee@rswus.com @rswus #agencynewbusiness TOOL #8:INBOUND MARKETING PLATFORMS
  88. 88. lee@rswus.com @rswus #agencynewbusiness 2014 2013 TOOL #8:INBOUND MARKETING PLATFORMS 62% 19% 14% 51% 15% 11%
  89. 89. 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
  90. 90. 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
  91. 91. 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
  92. 92. lee@rswus.com @rswus #agencynewbusiness TOOL #9: PROJECT MANAGEMENT/ COLLABORATION
  93. 93. lee@rswus.com @rswus #agencynewbusiness 2014: 54% 2013: 59% TOOL #9: PROJECT MANAGEMENT/COLLABORATION
  94. 94. lee@rswus.com @rswus #agencynewbusiness TOOL #9: PROJECT MANAGEMENT/COLLABORATION
  95. 95. lee@rswus.com @rswus #agencynewbusiness 2014 56% 19% 8% 2013 50% 22% 1% TOOL #9: PROJECT MANAGEMENT/COLLABORATION 56% 19% 8% 50% 22% 1%
  96. 96. lee@rswus.com @rswus #agencynewbusiness TOOL #9: PROJECT MANAGEMENT/COLLABORATION
  97. 97. 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
  98. 98. 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
  99. 99. 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
  100. 100. lee@rswus.com @rswus #agencynewbusiness II. If resources are limited (and they usually are) what are the top 5 tools we recommend.
  101. 101. lee@rswus.com @rswus #agencynewbusiness YOUR 5 KEY TOOLS AND WHY
  102. 102. 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
  103. 103. lee@rswus.com @rswus #agencynewbusiness Reach me at lee@rswus.com Twitter: @RSWUS or @LeeMcKnightJr

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