Productization for Ad Agencies – Pros & Cons

For the past several years, productization has been a consistent topic in our industry, however, since we included questions on it in our latest report (RSW/US 2025 New Year Outlook Report), I’ve had several agency principals ask about it, and what exactly it looks like. 

So, for the uninitiated, and even for those agency principals that are initiated, consider this a basic primer on productization for ad agencies, including the associated pros and cons. 

What is Productization? 

In recent years, more advertising agencies have increasingly adopted the productized services model, which involves standardizing and packaging services with predefined scopes and pricing. 

More formally, productization involves transforming traditional, bespoke agency services into standardized, packaged offerings that clients can purchase as defined programs or products.  

Instead of tailoring every project from scratch, agencies develop repeatable solutions with set deliverables, timelines, and pricing structures.  

RSW 2025 New Year Outlook Report: Productization 

We were pleased to have Tim Williams of Ignition Consulting Group, provide the following questions.

The first, to agencies: 

To what degree have you ‘productized’ your business, where you are selling programs/products instead of services and capabilities? 

A majority of agencies (52%) indicated they “sometimes” productize their business by selling programs or products instead of traditional services and capabilities. marketers remain more inclined toward purchasing services and capabilities.

 We then asked Marketers:  

Do you prefer buying ‘productized’ offerings from marketing agencies or prefer buying services and capabilities? 

38% of marketers prefer “services and capabilities” somewhat more, while another 27% prefer “services and capabilities” much more — compared to just 8% expressing any preference for productized offerings. 

Tim William’s Take 

Per Tim, “Our view is that productization (along with burying the billable hour) is the most important trend not only in the agency industry, but in professional services across the board. Law firms, accounting firms, architects, and engineering consultancies are all engaged in moving toward a productized business model.” 

“We expect these findings (on the marketer side) to change within the next few years as marketers acclimate to the concept of productized services. We predict a strong preference to emerge for programs and products over the typical bullet-point list of agency services and competencies.” 

What Agencies Are Currently Offering Productized Services? 

While you can Google or ask your generative AI of choice this question, I wanted to provide you 5 examples since you’re here: 

  • Loganix: Specializing in SEO and digital marketing, Loganix offers productized services such as link building, local SEO, and content creation. Their services are packaged with clear deliverables and pricing, allowing clients to select and purchase services directly from their website.  
  • Scribly: A content marketing agency, Scribly provides scalable content packages tailored to various business needs. They transitioned from offering unlimited copywriting to structured content packages, resulting in improved client retention and streamlined operations.  
  • Design Pickle: Offering unlimited graphic design services for a flat monthly fee, Design Pickle has productized graphic design by providing clients with a consistent and scalable solution for their design needs.  
  • WP Speed Fix: Focusing on WordPress speed optimization, WP Speed Fix offers predefined service packages to improve website performance. Clients can choose from various packages with set deliverables and pricing, making the optimization process straightforward.  
  • FATJOE: A white-label SEO and link-building service provider, FATJOE offers productized services to agencies looking to outsource specific tasks. Their services are clearly defined with transparent pricing, allowing for easy integration into existing agency offerings 

Productization for Ad Agencies – Pros & Cons

Sensing a pattern here? 

SEO, Content Marketing, WordPress? 

And if you search around, you’ll see a lot of these types of agencies productizing, which makes sense. 

What you’ll see a good deal of in 2025, in terms of successful agency productization, are those firms combining rigorous process standardization with niche expertise, leveraging AI to maintain margins while delivering consistent results. 

That’s all well and good, but of course, many agencies can’t so easily fit into the above description. 

Nevertheless, According to HubSpot 75% of agencies offering productized services report improved operational efficiency, and 60% see faster scaling compared to custom services.   

But what about creative agencies, for example?   

I dug around and found several examples of how creative firms could get in on the action: 

Ways a Creative Agency Can Productize Services 

1) Brand Identity Packages 

  • Fixed deliverables: Logo, color palette, typography, brand guidelines
  • Standard pricing based on business size (e.g., startup vs. enterprise) 

2) Social Media Content Bundles 

  • Monthly package of posts, captions, and design templates
  • Different tiers based on the number of posts and platforms 

3) Video Production Kits 

  • Pre-defined scope for social media ads, explainer videos, or testimonial reels 
  • Set pricing based on length, complexity, and edits

4) Website Design Packages 

  • Templated website builds with predefined structures 
  • Optional add-ons like eCommerce functionality or SEO setup 
  • Fixed number of slides and revisions per package 

Productization for Ad Agencies – Pros & Cons

Let’s start positive and talk about the Pros first.  

I found a thorough and transparent Reddit thread (don’t roll your eyes) that I’ll take examples from, but I encourage you to read the whole thing to get very specific monetary and process examples. 

Top 10 Pros of Productization 

  1. Predictable Cash Flow: Prepaid monthly models eliminate payment chasing  
  2. Scalability Through Systems: Minimal overhead 
  3. Client Acquisition Simplicity: Fixed pricing reduces negotiation time – “No proposals needed”  
  4. Automated Referral Engines: One user gained SEO partner referrals through standardized 100/100 page speed websites 
  5. Labor Cost Control: In one example, $125/hr internal rate enforcement keeps margins at 65%+ for managed services. 
  6. Niche Specialization: Micro-offerings like $8k e-commerce packages  
  7. Reduced Client Management: “Cancel anytime” models coupled with template libraries cut revision requests by 80% in one example 
  8. Enterprise Upsell Potential: Productized services become gateway to premium custom work 
  9. Operational Transparency: Clear scope boundaries reduce “endless Zoom call” culture 
  10. Talent Optimization: Global teams enable 24/7 service delivery at 20-30% of domestic labor costs 

These look pretty tasty. 

Would they all apply to your firm currently? 

For many, the answer is no. 

But could you adapt this approach and get there?  Possibly. 

Well, let’s look at the cons. 

Productization for Ad Agencies – Pros & Cons

Top 10 Cons of Productization 

  1. Margin Erosion Risk: Copywriting services dropped to 20% margins after outsourcing in one example. 
  2. Quality Perception Issues: “Big players never choose this – they think it’s for broke clients” 
  3. Scope Creep Trap: Unlimited editing packages at $1.5k/mo risk negative margins with active clients 
  4. Talent Bottlenecks: $987/mo packages require expensive specialists to maintain quality. 
  5. Commoditization Pressure: Flood of identical $1k/mo design offers will; inevitably spark price wars. 
  6. Implementation Complexity: Requires “years” of process refinement to avoid chaos. 
  7. Client Education Burden: 68% of buyers still expect heavy customization despite fixed packages 
  8. High Churn Vulnerability: Easy cancellation policies lead to 30%+ monthly attrition in some models 
  9. Service Limitations: SEO deemed “unpackageable” except for basic GMB optimization. 
  10. Volume Dependency: Requires 100+ clients to offset automated system costs 

Several of these give very specific situations, to be fair, but the potential difficulties nevertheless are clear.  

Where Does This Leave Agencies? 

The Agency Perspective on Productization 

For agencies, productizing their services offers the potential for greater scalability, efficiency, and profitability.  

By creating repeatable, packaged offerings, agencies can simplify engagements, reduce complexity, and improve margins. 

However, from our RSW report, the fact that only 2% of agencies “always” and 11% “usually” sell productized services suggests that many are still figuring out how to integrate this model into their business.

Meanwhile, the majority—over half—”sometimes” productize, indicating that while they are experimenting with this approach, they may not yet be (aren’t) fully committed or confident in its long-term effectiveness.

Marketer Preferences for Services and Capabilities 

From the marketer’s perspective, the preference for customized services over productized offerings likely stems from their need for tailored solutions to address unique business challenges.  

Marketers often view agencies as strategic partners, valuing high-touch, customized support over prepackaged solutions. 

Meanwhile, the 27% of marketers who expressed “no preference” in our report may suggest that some clients are open to productized offerings in certain situations, though this openness is not yet widespread. 

Bottom Line 

While I’ve really just scratched the surface on productization here, agencies considering it must carefully balance scalability and customization.

Successful productized offerings should deliver clear value while remaining flexible enough to feel tailored to individual client needs.

(It’s just that easy!) :)

If agencies choose to explore this path, educating marketers on the benefits—such as faster delivery, cost predictability, and proven effectiveness—will be essential for driving adoption.

By aligning productized services more closely with marketer expectations, agencies can better position themselves for success.

We shall see. 

The Art of Skateboarding & Business Development: Lessons from My Son’s Journey 🛹💼

This weekend, my son is competing in a skateboarding competition, and as I watch him practice, I’m reminded of the parallels between skateboarding and business development.

🔄 Resilience & Repetition

Landing a new trick takes hundreds of attempts—falls, adjustments, and breakthroughs.

In business development, hearing “no” is just part of the process.

Success comes from refining the approach, learning from feedback, and staying persistent.

The Art of Skateboarding & Business Development: Lessons from My Son’s Journey

⚡ Creativity & Adaptability

Skaters see opportunities everywhere—rails, ledges, and gaps become places to create something new.

In business, the best opportunities often come from seeing possibilities where others don’t. Innovation and adaptability define long-term success.

🤝 Community & Support

The skateboarding world thrives on mentorship, encouragement, and shared knowledge. Similarly, business growth isn’t a solo act. Relationships, trust, and collaboration fuel long-term success.

As I cheer my son on this weekend, I’m taking these lessons to heart in my own work—pushing through challenges, embracing creativity, and leaning into meaningful connections.

Here’s a quick clip of him in action—proof that persistence pays off! 👇

The Art of Skateboarding & Business Development: Lessons from My Son’s Journey

https://dagsson.com/

AI won’t take your job. It’s somebody using AI that will take your job. 

Richard Baldwin, economist and professor at the Geneva Graduate Institute in Switzerland 

Agencies believe they’re holding their own when it comes to trends and tech, but marketer confidence is eroding. 

77% of Agencies Confident in Staying Ahead of Trends, But Marketer Confidence Drops to 62% 

Actionable AI Business Development Strategies for Ad, PR & Marketing Firms

I’ll be writing a another post specifically around ways agencies can do a better job of getting in front of their clients and their prospects when it comes to staying on top of trends and tech.

For this post I want to get into AI, specifically, and before you stop reading give you 5 very real world examples with actionable steps you can take, so keep reading. 

Setting the table for actionable AI business development strategies for ad agencies 

73% of agencies cite AI-powered personalization as the top trend for 2025, up from 70% in 2024 and only 25% in 2023. 

And from Forrester:

91% of US ad agencies are currently using, exploring generative AI 

And finally, because we focus on small and mid-sized firms at RSW predominantly:  

Large agencies are further along the generative AI adoption path, with 78% of respondents at agencies with more than 201 employees saying they leverage the tech compared to only 53% of small agencies, or those with less than 50 employees.   

With these stats, it’s not specified whether the AI usage is directed at client work or business development strategy, but certainly it applies to both.  

And for this post, I want to focus specifically on driving business development for your firm. 

Before I get into some core strategies, I want to give you a few sentences from a newsletter I receive daily called Inbox Hacking, and one you may want to check out for yourself as well. 

AI Slop – Avoid At All Costs

Specifically this article: What’s worse than AI slop: 

In case you haven’t seen the definition of AI slop… 

The Guardian referred to “slop” as the advanced iteration of internet spam: low-quality text, videos, and images generated by AI. 

Plenty of that crap to go around. And I know AI isn’t perfect. It’s just a useful tool that needs a human to monitor it and check its work. 

What’s happening, though? Humans are avoiding that task. It’s too easy to save time by not checking AI’s work.

I love this term, and I know you’re nodding your head vigorously in agreement. 

I strongly urge you read the entire post, it’s good, and has specific examples of AI slop, to serve as an ongoing reminder of what not to do. 

That’s the caveat here as I get into my actionable AI business development strategies. 

You can’t rely too heavily on AI at this point, it’s not there yet.  (When it is, that might be scary, but let’s not think about that at the moment). 

It is an incredibly useful tool, and so many firms don’t realize what it can actually do. 

And while I am certainly no expert, here are several ways you can use it right now: 

https://dagsson.com/

https://dagsson.com/

Actionable AI Business Development Strategies for Ad, PR & Marketing Firms (with example prompts)

First, let me stress, all of these can be carried out without paying for multiple platforms. 

As you well know, there are a dizzying amount of AI-powered platforms out there, but you can accomplish all of the following with a free version, or an upgraded version, usually $20 or so a month, of Chat, Claude, Gemini, Perplexity, or Copilot. 

And a side note, I’m not getting into the image generation, video/animation, music, or coding platform versions, just Text & Conversational AI for this post, which is a good place to start if you’re somewhat of a neophyte. 

 

1️⃣ Prospect Research & Lead Identification  

  • Use AI to research potential clients by generating lists of companies in specific industries, locations, or revenue ranges. 
  • Copy and paste LinkedIn bios or company descriptions and ask AI to summarize their challenges and marketing needs. 

Here’s an example prompt: 

Find 10 mid-sized eCommerce brands in the U.S. with recent funding rounds or product launches.

We’ve used AI for this at RSW, and while it’s very helpful, don’t get overly excited about one aspect: 

It will not generate full contact lists with email, address, etc.

That is where you will have to invest in a platform dedicated to prospect list-building. 

BUT, this is fantastic for finding new companies, which is half the battle in direct outreach. 

 

2️⃣ Personalized Email & LinkedIn Outreach  

  • Paste a prospect’s LinkedIn profile or website copy and ask the AI platform to generate a custom outreach email. 

Example prompt: 

Write a short, engaging cold email to [Prospect Name], the CMO at [Company Name]. They recently launched [Product Name] and are investing in digital ads. Our agency specializes in scaling eCommerce brands through performance marketing.

  • For LinkedIn DMs, here’s an example prompt: 

Craft a casual, non-salesy LinkedIn message for [Prospect Name] introducing our agency’s expertise in [Service]. Keep it conversational.

Again, use this technique with caution and governance. 

Avoid AI slop! 

I will never take an email directly from Chat, because it’s just too evident that AI wrote it. 

As previously stated, that will change as AI evolves, but what this is great for? 

Providing new ways of thinking around your messaging. 

 

3️⃣ RFP & Proposal Writing  

  • Speed up proposal creation by asking ChatGPT (or other platforms previously mentioned) to structure responses, rewrite sections, or enhance clarity. 

Example prompt: 

We’re responding to an RFP for a social media marketing campaign. Can you draft a compelling executive summary and a breakdown of our services?

  • If you have previous proposals, paste them and ask the AI to refine and improve language. (This one is super-helpful!)

I can’t recommend this enough. 

This can save hours of work and make proposals more persuasive. 

I recently had a conversation with an agency principal who created a GPT specifically for proposal writing and he said it cut his time in half. 

But, my previous caveat still holds – it will not spit out a perfect version, especially on the design side. 

And you will absolutely need to make changes and additions, but you should experiment and give this a try. 

 

4️⃣ Thought Leadership & Content Creation  

  • Generate LinkedIn posts, blog ideas, or industry insights to position your agency as a leader. 

Example prompts: 

Summarize the latest trends in digital advertising and how agencies can adapt.

Write a LinkedIn post on why agencies should rethink RFP participation in 2024.

  • And if you want to repurpose content, ask: 

Turn this blog into a Bluesky thread and a LinkedIn carousel outline.

In this case, you’re only using AI + Google Trends. 

Reminder #34: Don’t forget my previous caveat, but wow, this really helps with continuous content ideas and saves a ton of time.

 

5️⃣ Competitive & Market Analysis  

  • Ask AI to analyze competitors and summarize industry reports. 

Example prompts: 

What are the key differentiators of top ad agencies working with DTC brands? 

Summarize this competitor’s services and their strengths vs. weaknesses. (Paste website copy!) 

  • Use AI-generated insights to adjust your agency’s pitch and highlight competitive advantages. 

Again, this is where AI can do the heavy lifting. 

Ideally these have been helpful. 

Time to incorporate them into your business development strategy. 

RSWUS 2025 New Year Outlook Report

This is the RSW/US 2025 New Year Outlook Report.

If this is your first time here, RSW/US is an outsourced lead generation/business development firm that exclusively services ad agencies, PR firms, and marketing service firms (of all sizes and types).

We work with over 50 agencies across the U.S., operating as their outsourced sales and marketing team.

More about us here.

2025 is shaping up to be a pivotal year for agencies, and we’ve got the insights to help you stay ahead.

Our report has real-world data and actionable takeaways from agencies and marketers across the U.S. and Canada.

Here’s a taste of what’s inside:

  • Growth Expectations: 78% of agencies and 75% of marketers predict growth this year—but how will they get there?
  • Top Discovery Channels: Relationships still reign, but direct outreach surged to 52%. Are you connecting in the right ways?
  • Mind the Gap: 77% of agencies think they’re ahead of the curve on trends, but only 62% of marketers agree. What’s driving the disconnect, and how can you bridge it?
  • AI’s Big Moment: 73% of agencies say AI-powered personalization will define the year—are you ready to leverage it?

We created this report for you and your team to use as an initial blueprint to win more business and grow in 2025.

RSWUS 2025 New Year Outlook Report

The 2025 RSW/US New Year Outlook survey was conducted with senior-level Marketers and Marketing Agency executives in November & December 2024.

This survey aimed to uncover key insights into marketer and agency perspectives as they prepared for the challenges and opportunities of 2025.

The agency sample included over 5,000 marketing services, advertising, and PR firms in the U.S. and Canada, ranging from under $3M to over $75M in capitalized billings.

These agencies represented a variety of disciplines, including full-service, digital, PR, and marketing consultancies.

The marketer sample was drawn from our RSW/AgencySearch database of 20,000 marketing decisionmakers, representing companies of varying sizes, locations, and categories.

If you’d like to reproduce any of our findings in any format, please reach out to Lee McKnight at 513-559-3111 or via email at lee@rswus.com.

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.

Average Length of Time To Close Business 

In our 2024 Agency New Business Report, 83% of agencies told us the average length of time to close business is 1-6 months, up from 75% in 2023. 

And “more than 6 months” has dropped slightly from 18% last year (to 13%), which was the highest percentage since we started asking the question in 2020. 

How does this impact your business development strategy? 

What does this mean in practice for your firm, from a business development standpoint? 

Initially, taking both these stats into consideration, it means the typical sales cycle has shortened slightly compared to the elongated time frames seen in 2023. 

That’s good news, right? 

But then we get some cold water dumped on us from this Ad Age story: 5 challenges facing agency leaders as 2025 looms 

As M.T. Fletcher wrote an Ad Age piece this year, new business pitches are broken—they’ve only continued to get more expensive and dragged out. This continues to be a challenge for agencies heading into 2025. 

Winterton said the pitch process has become so “prolonged.” Adam&eveDDB is in a pitch that was supposed to be done in six months—which have now elapsed—and there is not even feedback on what the outcome might be, she said. 

 Cold water indeed, but these are predominantly larger firms. 

 For a sizeable portion of you reading, you’re not typically in ongoing pitches, they aren’t the norm for small and mid-sized firms. 

 You’re typically in the prospect’s door with an initial project. 

 So that’s good news as well, but it means you’ll have to do what small and mid-sized firms don’t like doing, aren’t good at doing, or don’t have time to do (sometimes all three): nurture those leads to close. 

Average Length of Time To Close Business 

 Average Length of Time To Close Business is 1-6 months – now what?

  1. Establish realistic expectations

Adjust expectations and plan for a lead nurturing process of at least 6 months.  

If the close happens sooner, fantastic. 

As we point out in our report,  

It’s understandably one of the hardest aspects of business development. Most agencies are not built with the business development mindset and flame out on an internal effort 3 or 4 months in, which we can tell you from our almost 19 years of experience in the industry, is not enough time to see the process play out. 

  1. Tighten Up Your Lead Qualification Process

With more time spent on deals, you must focus on the right prospects out of the gate.  

Create a snapshot of your ideal client, with all key parameters, which are, broadly: geography, title, vertical (or verticals) and company revenue. This is a form of pre-qualification that will help you avoid wasted effort on prospects that may never close.  

  1. Build Trust Over Time

Longer deal cycles mean more opportunities to build relationships, especially for small and mid-sized firms.  

Prioritize providing value at each touchpoint, through content and a personalized outreach.  

Show your prospects what it’s like to work with you before they ever do. 

And long-form content, a podcast, or video series are excellent ways to provide that value, but even a few sentences against a trend, article, or new tech will help you accomplish this. 

  1. Improve Your Follow-Up Cadence

As the sales cycle extends, it’s easy to lose momentum.  

Develop a clear follow-up strategy based on established timeframes ahead of time that keeps communication active without overwhelming your prospects.  

  1. Also, Establish those timeframes

I mentioned timeframes above.  

Do your utmost in that first meeting to set the second meeting, or at least a timeline for follow up.  

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Preparing for and expecting deals to take time to close will keep you motivated and most importantly, keep frustration at bay. 

(And you will still get frustrated at some point, but at least you’ll be more prepared.) 

Ad Agency Business Performance so far in ’24: 3 Takeaways Ep. 105

Ad Agency Business Performance so far in ’24: 3 Takeaways Ep. 105

Welcome to “3 Takeaways”, our agency new business video series where we give you three takeaways to help improve your new business program.

We just released our 2024 RSW/US Mid-Year Progress Report-we surveyed ad agencies and marketers at the end of June as a follow up to our 2024 New Year Outlook Report in January, and we’ve got some stats to report to you agencies out there

The first one comes from this question we asked agencies:

How was your business performance the 1st half of 24 versus the first half of 23?

Ad Agency Business Performance so far in '24 3 Takeaways Ep. 105

Happy to report 62% of agencies said there was some improvement, or it was significantly better.

’23 was rough, agencies needed this.

So let’s dig into some of the reasons behind this stat, and a few things to be aware of for the rest of the year

Here’s your first takeaway:

Sales pipelines increased

One agency responded with “We have a solid sales pipeline again”.

We’re not out of those 2023 woods all the way yet, but if your agency is not actively pursuing new business, you need to start yesterday, because pipelines are generally stronger so far in 2023

Alright, second takeaway:

Specialized agencies are in a better position

One agency responded: “We have really honed our niche and are actively promoting it. Starting to see returns!”

I’ve said it before in this series, specialization doesn’t mean you only focus on one vertical

But you do need focus, that’s what prospects are looking for

And your third takeaway:

Mixed project sizes and client spending caution

Not all roses and rainbows at this point.

Activity is increasing, but certainly seeing some agencies experiencing a mix of larger and smaller projects.

One agency said:

More activity, but with smaller projects to supplement, while working to retain all our current clients

And then despite an increase in leads and pipeline, some agencies are still seeing some slower deal closures, reminiscent of 2023.

One agency said: “greater lead volume and pipeline activity, still slow to close”.

Look, if nothing else, you’ve got to take advantage of what’s coming in the rest of 2024 and you’ve got to get that business development strategy and process in place as soon as possible.

So, again, not completely out of the 2023 woods yet, but definite signs of optimism at this halfway point in the year, and more stats and data for your agency in our latest report, which you can download now at no cost.

All right, we’ve got more videos around our report coming in the next several weeks.

Thanks for watching.

You can get more of our content at rswus.com, just hit that resources drop down 

Watch the full episode below:

Marketer’s Edge Interview with Randy Kush: Local Retail Marketing

RSW/US is an outsourced ad agency business development firm that works specifically with ad agencies, PR Firms, and Martech Firms to find better-qualified new business opportunities and get you closer to close


In this episode of Marketer’s Edge we’re talking Local Retail Marketing with Randy Kush, co-owner of 7 Day Furniture in Omaha and Lincoln, Nebraska.

If your ad agency focuses on local retail marketing, you should watch this episode of Marketer’s Edge.

Founded by ex-NFLer Rod Kush, the company is now run by Rod’s two sons, Troy and Randy.

7 Day Furniture is truly a local, family-owned business with 65 employees.

They are proud to be a part of the greater Omaha and Lincoln communities and their promise to their customers and their mission is to always provide the best quality service and products at the most affordable prices.

Why Ad Agencies and Marketing Services Firms Should Watch This Episode – Randy talks:

  • Changes made by Randy and his brother Troy since taking over in 2020
  • Importance of company culture and strategies to improve it
  • Impact of the economy on consumer spending and the retail market in Nebraska
  • 7 Day Furniture’s marketing strategy and brand positioning
  • Use of AI in marketing and other current trends
  • Future plans for e-commerce at 7 Day Furniture
  • Use of external marketing agencies and their roles
  • What kind of business 7 Day Furniture is and Randy’s role within the organization
  • The origin of the name 7 Day Furniture
  • Family dynamics in the business and advice for other family-run businesses
  • Challenges faced by marketers and marketing agencies in 2024
  • Advice for marketers considering bringing a new agency onboard
  • And, Advice for agencies trying to win business from marketers like Randy

If your firm is struggling with new business, contact Lee McKnight Jr. at lee@rswus.com for a conversation. That’s our sole focus at RSW/US.

 

Marketer’s Edge Interview With Jason Falls: Influencer Marketing

RSW/US is 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


In this episode of Marketer’s Edge we’re talking influencer marketing and generative ai with Jason Falls, the Executive Vice-President of Marketing at CIPIO.ai.

If your ad agency focuses on influencer marketing, generative AI, or visual content platforms, you should watch this episode of Marketer’s Edge.

CIPIO.ai is on a mission to democratize visual content, uniquely combining the power of brand communities and generative AI.

The patent-pending Visual Content Platform allows brands to search, discover, manage, create, regenerate, distribute, and collaborate visual content at scale.

Visual Content Platform allows Brands to deploy user-generated content and GenerativeAI Content in paid advertising, customer purchase experiences, website engagement, and social media campaigns at a fraction of time and cost.

This unique approach has driven growth for esteemed brands such as JBL, Orange Theory Fitness, and Botanic Choice.

Why Advertising Agencies Should Watch This Episode-Jason talks:

  • His most notable career highlights and the accomplishments he’s most proud of.
  • How CIPIO.ai differs from other platforms, such as CreatorIQ.
  • The biggest challenges he expects to face as EVP of Marketing for CIPIO.ai and how he believes he will address them.
  • Experiences from his past he’ll draw upon to navigate the challenges in his current role.
  • Strategies for marketing CIPIO.ai to build awareness, including their target customers and the most effective methods to reach them.
  • What CIPIO.ai is and what he does for the company.
  • How influencer marketing has changed over the past 5-10 years.
  • Jason’s predictions for the influencer marketing space over the next 3-5 years.
  • His past work with agencies, how he has utilized them to support his business needs, and whether he currently works with any.
  • The advice he would give to a marketer looking to bring an agency on board.
  • Any advice he would offer to an agency looking to win business from him.

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If your agency or PR firm is struggling with new business, contact Lee McKnight Jr. at lee@rswus.com for a conversation. That’s our sole focus at RSW/US.

Marketer’s Edge Interview With John Vincent-Automotive Marketing

In this episode of Marketer’s Edge we’re talking automotive marketing with John Vincent, Director of Business Development at Apex Automotive.

If your ad agency focuses on automotive or the concept of Modern Retail Marketing, you should watch this episode of Marketer’s Edge.

The Apex Automotive Group, with locations in Myrtle Beach and Anderson, SC, treats the needs of each individual customer with paramount concern.

They know that you have high expectations, and as a car dealer they enjoy the challenge of meeting and exceeding those standards each and every time.

Why Advertising Agencies Should Watch This Episode-John talks:

  • John’s predictions for future changes in the industry over the next decade.
  • The impact of companies like Carvana on dealership business.
  • The concept of Modern Retail Marketing and the possibility of it reaching an inflection point, and if so, when.
  • What The Apex Automotive Group does as an organization and John’s role within it.
  • The notable changes that John has observed in the auto dealer industry over the past few years.
  • The need for a shift in the “net to gross” mindset for Modern Retail Marketing to be widely adopted.
  • Whether John has an agency to assist him in overseeing all of the marketing activities for Apex Automotive.
  • Any advice he would offer to agencies seeking to win business from him.
  • Advice for marketers who are considering partnering with an agency.

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If your agency or PR firm is struggling with new business, contact Lee McKnight Jr. at lee@rswus.com for a conversation. That’s our sole focus at RSW/US.

3 Ways to improve your business development efforts

Continuing content around your agency’s business development efforts, and coming off last week’s post on four consecutive months of growth in the U.S. ad market (Brands, Agencies, and The Currency Of Resiliency), more good news this week:  

In November, employment in US advertising, public relations, and related services reached an all-time high for the second straight month, adding 1,200 jobs to bring the total to 504,500. (US advertising and agency hiring soars amid forecasts calling for 2024 spending growth) 

The piece points out, “advertising and PR industries are adjusting to new technologies and evolving consumer behaviors, necessitating an expanded workforce”, and that new technology presents opportunity, but with a note of caution. 

I know you’re receiving the same explosion of lead-generation emails and offers promising unrealistic returns that I do, much of it purportedly AI-based. 

Your prospects are getting bombarded as well, and you need to remember that. 

From Ad Age (Phony AI Ad Tech—How Brands Can Avoid Misleading Marketing Products): 

Brands are being flooded with offers from vendors with AI-based products that promise to improve marketing and work efficiencies. 

3 Ways to Improve Your Business Development Efforts Right Now

I mentioned in my previous post,  

Brands, across the board, will need help to accomplish these solutions, beyond what any internal teams might offer. And that help will come from agencies, of all types, but you must bring expertise and leadership to the table.

Sticking with the AI theme from above, from Ad Age: 

As many as three out of four marketing products billed as AI really aren’t, Rashidi said, and marketing executives often can’t tell the good from the bad. “Executives are struggling”

So now to those 3 ways:

1) Show prospects (and clients) you’re staying on top of trends and tech 

You don’t have to become the AI expert at this point, it’s effectively still the wild west, but you can show your prospects you’re staying informed, and that you’re keeping your clients informed. 

Amidst all the junk your prospects get every day, you should be the voice of reason and expertise. (I’ll give you an example of this in #3 below) 

2) Look at your current prospect targets-are they best-fit?

A real-world example: taking a recommendation from their RSW new business director, we took a look at target companies within a 100-mile radius of our client and found an ideal company 20 miles away they didn’t know existed. 

Our client thought they were aware of companies within a certain range, and it was just a matter of taking a step back.  

Think about my example as you read this quote from the Ad Age article: 

The AI transition can be expensive, Rashidi said, which makes it even more important for companies to do their homework. “So marketers who aren’t technology-based, marketers who aren’t AI-based, who are drinking from a firehose of information,” Rashidi said, “how do we help them? 

I realize I’m being very AI-focused here, but take that out and replace it with what your firm specializes in. 

How can you help your prospect?

Tell them. 

3 Ways to Improve Your Business Development Efforts

3) Give Away Your Thinking 

I don’t mean the true secret sauce or anything that’s contractually protected of course, but give away your knowledge. 

I mentioned above in #1 I would give you an example. 

This example combines sharing helpful knowledge with a well-written email, increasingly rare these days. (And thanks to Tigercomm owner Mike Casey for sending this email  he received my way) 

I’ll preface by saying this email is a little long, but as I pointed out to Mike, there’s value given, it’s more conversational in tone (rather than SELLING!) and so the writer has more inherent permission to be a little lengthier. 

Hi Mike, 

 I wanted to reach out and share some interesting developments regarding LinkedIn’s algorithm that could significantly impact your executive presence and engagement on the platform. 

 Over the past three months LinkedIn has implemented several noteworthy updates to its algorithm, aimed at creating a more personalized and engaging user experience.  

One of the most powerful updates is focused on Engagement Timing & Consistency:  

 The algorithm is placing emphasis on the timing and consistency of engagement. Engaging with your connections’ content promptly and consistently can positively impact your visibility on their feeds and vice versa. 

 This is quite meaningful, as it means that when you engage with others’ content directly (mainly via comment) then your future content will be more likely to appear within their feeds (not just their content in your feeds). If done correctly, this will allow you to really get on the radar and nurture relationships with key people, even if they have not previously engaged with your content. 

I left out about 3 more sentences at the end, the last being a soft sell of his platform, but as Mike pointed out when he sent it to me, “Gives value, isn’t obnoxious, bumps offer of help, but at the end. I think this is nicely done.” 

My Challenge To You 

Now, I know this can sometimes be tricky to come up with, but I encourage, and actually challenge you, to bring together your team, and take an hour breaking down your last 5-10 projects:

What were the business challenges in each, and

How did you help solve them? 

Make a list and craft outreach and content around each of them.