The Prospecting List, Turbocharged: Pumping the Right Fuel Into Your New Business Engine

The Prospecting List, Turbocharged: Pumping the Right Fuel Into Your New Business Engine

One of the most confounding scenarios for an agency?

Investing the resources to build a new business program…only to see it fail to produce opportunities.

Eventually, new business idles to a standstill as the day-to-day of client work presses in.

In these cases, when a new agency client comes on board with RSW, one of the first things we scrutinize is the quality of the fuel powering their new business engine.

Does the list of companies and contacts they are pursuing match their stated goals?

The foundation of outreach is the prospecting list, but it often gets overlooked.

When you get right down to it, a prospecting list might seem like a mere collection of companies, titles, industry sectors, revenues, and various other criteria.

However, isn’t it also a vision of where you see your agency in the next few years?

Our proficient operations team here at RSW, in conjunction with our fantastic MarCom team, created this guide/eBook, “The Prospecting List, Turbocharged: Pumping the Right Fuel Into Your New Business Engine” to help agencies take a step back and view the list creation function with a clinical eye.

Step-by-step, our operations team, who build and clean all of our agency client prospecting lists, take you through the process in a simple, but effective way, to help you gain better focus and clarity around:

  1. Who your ideal targets are
  2. How to find them, and
  3. How to efficiently create an effective, highly targeted prospecting list for your new business efforts.

In this guide, we’ll walk you through the process of:

  • Defining Your Agency
  • Defining Your Targets
  • Diversifying your category outreach and what to look out for
  • Volume-what’s the best approach?
  • Tailoring your group of prospects
  • The importance of sub-industries
  • The importance of right-titles
  • The top resources for company & contact research
  • List Hygiene – Maintaining your database
  • The importance of the human factor

And More!

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A Guide To Help Agencies Drive New Business Through Thought Leadership

RSW eBook: Thought Leadership’s Role in New Business: Finding Your Voice, Telling Your Story

Continuing from our previous two eBooks, A Guide To Help Agencies Drive New Business Through Better Case Studies, and A Guide To Help Agencies Drive New Business Through Better Websites, we’ve created this guide on thought leadership to help agencies, PR firms and marketing services firms tackle what can often seem insurmountable: a consistent thought leadership creation process.

There are numerous facets to an agency new business program:

There’s your website itself, which serves as a digital handshake, taking your prospect on a tour of everything you have to offer.

There’s the case studies and showcases of previous work, which serves as the product demonstration, allowing the prospect to see themselves in the work you’ve done for others.

But of course, a handshake and a demonstration can only get you so far without a voice behind them.

That’s where thought leadership comes in: it defines who your agency is, and the lens through which you see the work you do.

Solving for Why: The Numbers Behind Blogging Success

First, a bit of self-validation: why create content?

You’ll quickly find, and probably already know,  that getting into the thought leadership groove is much easier said than done.

As much as we’d like to tell you that it’s a quick and easy way to make millions, the fact is that developing this kind of content requires consistency and persistence, and it’s easy to pack it in before you even put digital pen to paper.

And while we recommend a blog hosted within your agency “ecosystem,” if the hurdle you face is one of website design (or time) – LinkedIn and/or Medium, are powerful alternatives; all principles noted in this ebook will apply to these sites as well.

However, you’ll find that thought leadership is a shortcut for multiple facets of your new business process, which is reason enough to get over that proverbial hill.

A Guide To Help Agencies Drive New Business Through Thought Leadership

This guide will help you think about how to improve, or realistically start, a thought leadership creation process.

In this guide, we’ll walk you through:

  • How to promote Without Promoting
  • Building A Better Blog Post
  • Best sharing practices
  • Building around tent-pole content
  • Content Calendars (with an example)
  • SEO

And more

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While we offer the resources found on our site at no charge, we do ask for your assistance in maintaining a certain level of knowledge about who is accessing our valuable assets. We will never sell or distribute your information to any third parties.

A Guide To Help Agencies Drive New Business Through Better Websites

A Guide To Help Agencies Drive New Business Through Better Websites

Continuing from our initial eBook, A Guide To Help Agencies Drive New Business Through Better Case Studies, we’ve created this guide on better websites to help agencies, PR firms and marketing services firms in a similar way for their sites.

Your agency’s site is a visual elevator pitch, yet many agencies don’t consider this when creating or updating their sites.

Your site is typically the first thing a prospect sees, and as we discuss in our guide, it’s the most important member of your agency new business team.

Does your agency’s website tell your target audience who you are, what you do, and your value?

In 20 or so seconds?

Agencies spend countless hours to get a client’s value prop, not just right, but perfect, testing through dozens (hundreds?) of iterations.

Why don’t agencies do the same for their sites?

 

This guide will help you think about what your website communicates to prospects.

Unless it’s designed with new business acquisition in mind, it may not be helping you get closer to closing business.

In this guide, we’ll walk you through:

  • First Principles
  • SEO
  • Analytics
  • Security
  • The Basics of Site Design Through a Sales Lense
  • The Anatomy of a New Business Website
  • And more

 

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While we offer the resources found on our site at no charge, we do ask for your assistance in maintaining a certain level of knowledge about who is accessing our valuable assets. We will never sell or distribute your information to any third parties.

A Guide To Help Agencies Drive New Business Through Better Case Studies

The Case For Better Case Studies

We initially created this primer because agencies often ask us about best practices for case studies.  

Despite COVID 19 changing our industrynew business is more important than ever. 

Ideally you have very little downtime in regards to work, but we know many of you do. 

This is the time to make sure your site and case studies are up to date and prospect-ready.

You need to be prepared when we come out the other end of this.  As one agency principal told us: 

“Now is not the time to slow down. It’s the ONLY time we may ever have to get all this concentrated amount of work done in a short period of time that we will need later for new business efforts.”   

A Guide To Help Agencies Drive New Business Through Better Case Studies

This guide will walk you through the process of creating case studies that will ultimately become a vital asset to your new business strategy.  

We walk you through: 

  • Effective Case Study Design 

  • Proper Formatting 

  • Key questions to ask yourself before creating 

  • How to handle a lack of quantifiable results 

  • And more.. 

For more resources to help your new business strategy beyond case studies, we’ve made our 3 Takeaways Video series fully focused on ways to help your prospecting:

3 Takeaways Video Series: Subscribe Here For The Good Stuff

Update: As a companion to our Case Study Primer, the RSW Marcom Team is creating a 5 part blog series, adding further detail and tips to key topics within our eBook. We’ll update every week.

RSW Agency New Business Case Study Series, Pt. 1: Secure Your Audience

RSW Agency New Business Case Study Series, Pt. 2: Case Studies Aren’t About You

RSW Agency New Business Case Study Series, Pt. 3: Picking A Format

RSW Agency New Business Case Study Series, Pt. 4: Nuts And Bolts

RSW Agency New Business Case Study Series, Pt. 5: If You Don’t Have Results for Your Case Study, It’s Time for a Pep Talk

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While we offer the resources found on our site at no charge, we do ask for your assistance in maintaining a certain level of knowledge about who is accessing our valuable assets. We will never sell or distribute your information to any third parties.

RSW/US Agency of the Future eBook

How to Flourish as an Agency of the Future

This book evolved from a request from Magnet Global for us to paint the picture of “The Agency of the Future” at one of their conferences.

While it could seem daunting to peer several years into the future of an industry undergoing incredible evolution, RSW/US is particularly well primed for it.

Uniquely positioned in the advertising industry as an outsourced agency new business development group, we are deeply engaged with both agencies and marketers.

For nearly ten years, we have conducted surveys with both agencies and marketers.

These produce tremendous insight from key executives on both “sides” about trends that impact how brands go to market and the way agencies and marketers work together.

Our Magnet Global talk identified eight traits that agencies need to possess to “future-proof” their business and thrive as our changing industry tosses up new challenges and serves up tremendous opportunities.

These traits are:

• Nimble & Agile
• Student of Technology
• Curator & Contractor
• Real Timer
• Content Creator
• Selectively Specialized
• Savvier Competitor
• Partner, Not Player

Of course, not EVERY individual in your firm needs to possess these traits. However, your culture needs to foster them.

Across your organization, these characteristics need to be strong and continuously nurtured.

With this eBook and accompanying agency new business resources, RSW/US has literally “painted the picture” of The Agency of the Future.

 

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While we offer the resources found on our site at no charge, we do ask for your assistance in maintaining a certain level of knowledge about who is accessing our valuable assets. We will never sell or distribute your information to any third parties.