Business Development Challenges For Ad Agencies-Pushing Through The Intro Email Dead End

One big business development challenge for ad agencies: Pushing Through The Intro Email Dead End

We’re an outsourced ad agency business development firm that works specifically with ad agencies, marketing services firms, and PR firms to find better qualified new business opportunities and get you closer to close.

RSW/US is headquartered in Cincinnati, OH, with experts in lead generation, targeted prospect list building, and content creation driving our ad agency business development programs.

More about our advertising agency new business strategy and outsourced business development programs here.

Be sure to visit our YouTube channel and Agency New Business Blog for further insights.

Download this one-pager at the bottom of this post.

As we point out in this eBook header,

New business is hard – you send hundreds of emails, and are lucky to see a response to even a fraction of those.

So we created an ebook called RSW Tune-ups, a visual guide to driving more new business in 2022.

We’ll ultimately be releasing it in full, but we’re starting by releasing individual agency new business one-pagers, designed to cover different business development challenges advertising agencies are faced with.

Download the first, Building Awareness here, the second, Targeting The Right Prospects, here, and the third, Executing An Ad Agency New Business Refresh, here.

Below a few techniques to help that first intro email stand out.

Business Development Challenges For Ad Agencies-Pushing Through The Intro Email Dead End

1. Play to Your Strengths

Choose one core strength or capability that you can speak to.

Yes, your agency may specialize in multiple areas, but choose one for the introduction email.

A good way to help you identify your core strength is to think back to your current list of clients and ask yourself (and your team), what do our clients love
about our agency?

2. Remember: Prospects are People

You often see subject lines like: “Can I get 15 min of your time?”, or “Let our agency help you!”.

No one is going to read your email if they don’t open it first, and a broad or sales-y subject line isn’t inviting.

Remember… you’re reaching out to an actual person.

If YOU would open and read your email based on the subject line, chances are they will, too.

3. Be Mindful of Spam Filters

Having links, PDFs, or attachments is a sure-fire way to get your e-mail booted to SPAM.

Keep them text-only initially, then you can send case studies and other content once you’ve begun that relationship.

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If you’re looking for a more effective business development strategy, email Lee McKnight Jr., VP of Sales at RSW/US at lee@rswus.com.

Learn more about our outsourced business development programs here.

Learn more about our process here.

To view please fill out the form below

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.

One big business development challenge for ad agencies: Executing An Ad Agency New Business Refresh

We’re an outsourced ad agency business development firm that works specifically with ad agencies, marketing services firms, and PR firms to find better qualified new business opportunities and get you closer to close.

RSW/US is headquartered in Cincinnati, OH, with experts in lead generation, targeted prospect list building, and content creation driving our ad agency business development programs.

More about our advertising agency new business strategy and outsourced business development programs here.

Be sure to visit our YouTube channel and Agency New Business Blog for further insights.

Download this one-pager at the bottom of this post.

So two members of our RSW/US Marcom team, Steve Taggart and Bailey Kocent, created an ebook called RSW Tune-ups, a visual guide to driving more new business in 2022.

We’ll ultimately be releasing it in full, but we’re starting by releasing individual agency new business one-pagers, designed to cover different business development challenges advertising agencies are faced with.

Download the first, Building Awareness here, and the second, Targeting The Right Prospects, here.

Every agency has been there: you know you need to update your new business strategy, but old habits die hard and you soon realize it’s much easier said than done.

Here’s what you need to know to make sure it sticks and execute an ad agency new business refresh:

Executing An Ad Agency New Business Refresh

1. Positioning = 3 Sentences or Less

Think of your positioning as the fuel that gets your vehicle moving – without it, you’re not getting anywhere.

In 3 sentences or less, it should explain who you are, what you do, and, who you do it for.

Here’s a short video on avoiding the ad agency se of sameness in your positing: The Ad Agency Sea of Sameness – How To Steer Clear

2. Nail Down 20-30 Companies

Start off by nailing down 20-30 ideal companies to go after.

Prospect against 20-30 ideal companies for a month, planning on an hour each day or 2 every other day.

See where you are after that first month and adjust.

3. Avoid Shiny Objects At The Outset

All the ongoing new tech is glamorous and cool, but what do you really need?

For a solid new business program, you need a CRM and email platform that tracks opens and clicks.

Don’t get buried with all kinds of tech you’ll never use.

More content around avoiding those shiny objects: How To Add Value To Agency New Business Prospecting

4. Don’t Do What Your Competition Is Doing

You know your competition is most likely prospecting with emails and on LinkedIn.

Both are great prospecting tools, but relying on them solely will not get you to your brand new client destination.

Mix up your platforms and use each of them in concert with each other.

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If you’re looking for a more effective business development strategy, email Lee McKnight Jr., VP of Sales at RSW/US at lee@rswus.com.

Learn more about our outsourced business development programs here.

Learn more about our process here.

To view please fill out the form below

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.

Business Development Challenges For Ad Agencies-Targeting The Right Prospects

One big business development challenge for ad agencies: Targeting The Right Prospects.

We’re an outsourced ad agency business development firm that works specifically with ad agencies, marketing services firms, and PR firms to find better qualified new business opportunities and get you closer to close.

RSW/US is headquartered in Cincinnati, OH, with experts in lead generation, targeted prospect list building, and content creation driving our ad agency business development programs.

More about our advertising agency new business strategy and outsourced business development programs here.

Be sure to visit our YouTube channel and Agency New Business Blog for further insights.

Download this one-pager at the bottom of this post.

As we point out in this eBook header,

All the outreach in the world won’t help if it’s targeted toward the wrong prospects for your agency.

So two members of our RSW/US Marcom team, Steve Taggart and Bailey Kocent, created an ebook called RSW Tune-ups, a visual guide to driving more new business in 2022.

We’ll ultimately be releasing it in full, but we’re starting by releasing individual agency new business one-pagers, designed to cover different business development challenges advertising agencies are faced with.

Download the first, Building Awareness here.

This second one-pager covers a big business development challenge for ad agencies: targeting the right prospects, focusing on four business development building blocks to help define your target audience.

Business Development Challenges For Ad Agencies-Targeting The Right Prospects

1. Know Your Positioning

As you plot your course, take a look in the mirror and answer a few questions about your agency: Are you specialized for one or more industries?

Does your work relate across multiple sectors?

How are you different than other agencies?

Here’s some further RSW content to help strengthen your ad agency positioning as you focus on targeting the right prospects:

Marketers Increased Spending In These Areas — 3 Takeaways Ep.47

What Clients Expect From Your Agency — 3 Takeaways Ep. 75

2. Use Past Work In Future Content

Take stock of where the bulk of your experience lies to determine what to focus on; make sure that you’re able to draw a connection from work you’ve done to the companies you’re reaching out to.

Here’s some further RSW content to help use past work in your future content:

Why Ad Agencies Don’t Like To Self-Promote

3. Consider Your Location

Consider the location of your potential new clients. We often recommended starting close to home and moving outward, but the surge of work-from-home solutions has created a much more open market for agencies across the country.

Making Your Way Out Of The Ad Agency New Business Wilderness

4. Find Right-Fit Titles

Do you need to target the CMO for a discussion about brand strategy, or does it make more sense to talk to a Marketing Director about project work? Focusing your outreach on the right titles will increase the chance of meaningful conversations.

Why Prospect Lists Need The Human Touch

The Importance of Quality Marketing Contact Lists for Agency New Business Programs

—————————————————————————————————————————
If you’re looking for a more effective business development strategy, email Lee McKnight Jr., VP of Sales at RSW/US at lee@rswus.com.

Learn more about our outsourced business development programs here.

Learn more about our process here.

To view please fill out the form below

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.

Business Development Challenges For Ad Agencies: Building Awareness

One of the biggest initial business development challenges for ad agencies: building awareness.

We’re an outsourced ad agency business development firm that works specifically with ad agencies, marketing services firms, and PR firms to find better qualified new business opportunities and get you closer to close.

RSW/US is headquartered in Cincinnati, OH, with experts in lead generation, targeted prospect list building, and content creation driving our ad agency business development programs.

More about our advertising agency new business strategy and outsourced business development programs here.

Be sure to visit our YouTube channel and Agency New Business Blog for further insights.

We consistently talk to ad agencies about the struggle to stand out in a sea of similar firms.

So two members of our RSW/US Marcom team, Steve Taggart and Bailey Kocent, created an ebook called RSW Tune-ups, a visual guide to driving more new business in 2022.

This Visual eBook is a bite-sized guide to some of our most impactful tips along the road to new business, and will give you an introductory roadmap for developing and
executing your plan to drum up new business opportunities.

From positioning, to content production, to outreach strategies, we cover a wide range of topics in an easily digestible format that will provide immediately actionable takeaways.

We’ll be releasing it in full soon, but we’re starting by releasing individual agency new business one-pagers, designed to cover different business development challenges advertising agencies are faced with.

This first one-pager covers one of the biggest initial business development challenges for ad agencies: building awareness, focusing on three business development building blocks that will boost your agency’s signal above the noise.

Business Development Challenges For Ad Agencies-Building Awareness

  1. Ad Agency Positioning:

All marketing agencies do the same thing.

Unfair?

Maybe, but that’s exactly how a new prospect views your offering.

Brands are looking to fill a specific need, and they’re looking for an agency uniquely equipped to do it.

Maybe it’s industry expertise or a capability you specialize in.

Whatever your unique selling proposition is, lean into it and make it the central theme at the core of your messaging.

Here’s some further RSW content to help create or tighten up your ad agency positioning:

Don’t Lose Focus w/Horizontal Positioning

The Ad Agency Positioning Delusion?

Unique Positioning Without Supporting Content Is Wasted Positioning

2. Ad Agency Case Studies

Case studies demonstrating your previous work are an excellent first touchpoint – offering immediate credibility through the clients you’ve worked with, the challenges you’ve helped overcome, and the results you’ve driven.

The good news is this: you’ve likely already done the legwork on these by virtue of your work with clients.

The key now is to get credit for those success stories.

Here’s some further RSW content to help create or improve your ad agency case studies:

The Most Asked About Case Study Creation Challenge

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

3. Business Development Outreach

The final piece in finding your way into the minds of prospects isn’t a complex one, but sometimes proves to be the most difficult: getting your positioning and case studies into the hands of your prospects.

Even the best positioning needs the essentials: effective communication, a recognition of the prospect’s challenges, and polite persistence to keep your agency top of mind for when the timing is right.

Here’s some further RSW content to help form a better business development outreach strategy:

One Forgotten Reason Competitors Hurt Your Chances For More Agency New Business

You Must Do This For Prospecting Success

The RSW/US Business Development Process

 

To view please fill out the form below

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.

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!

(Hover over the rectangle below to download.)

To view please fill out the form below

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 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

To view please fill out the form below

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

 

To view please fill out the form below

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

To view please fill out the form below

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.

 

To view please fill out the form below

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.