New Survey Data Proves It: Agencies Need to Be More Aggressive to Win Clients in 2018
Referrals are in decline, and in-house agencies abound. If you’re not feeling it yet, you will. The changing agency and marketer landscape has significantly impacted the way agencies find and win new business. No longer can agencies exclusively rely on referrals and networking to drive the success of their firm.
The changing marketing service firm and marketer landscape has significantly impacted the way PR firms find and win new business.
No longer can PR firms exclusively rely on referrals and networking to drive the success of their firm.
Once an almost exclusive source of new business for marketing firms, referrals from marketers as a source of new business have dropped significantly since RSW/US first started measuring their importance as a new business resource in 2007.
U·NIQUE: BEING THE ONLY ONE OF ITS KIND; UNLIKE ANYTHING ELSE
In this year’s RSW/US Agency New Business Survey, 52% of the responding ad agencies identified themselves as a “full-service agency.” In 2008, 64% of agencies responding identified themselves as “full service.”
While it’s nice to see fewer agencies define themselves so simply without any real definition around the specifics of their business, it is still concerning that so many advertising and marketing firms put themselves in a bucket that isn’t more uniquely defined.
In the same study, 8% of marketers said they get up to 21 calls a week from agencies. 60% say they get 6-10 calls per week. That’s a lot of you attempting to capture the attention of the marketer.
While there appears to be no slowing down in terms of the number of agency new business technology tools being developed every day, new research show there’s a limit to how much marketing agencies can do to stay on top of what’s new—which impacts how much they can truly benefit from these offerings.
Marketing agency lead generation and business development firm RSW/US recently completed its fifth annual New Business Tools & Technology Report in partnership with training and resource center Mirren.
In this year’s survey, agencies state they do not have the resources to utilize agency new business tools in a consistent and productive manner—which in the end, makes them feel like many of the offerings simply aren’t that effective.
5 Trends That Will Define Agency New Business in 2017
Will 2017 be the year agencies fall dangerously out of touch with client expectations?
How will the shift towards project-based work impact your agency’s ability to retain long-term clients?
Do clients intend to move more marketing services in-house in 2017?
A new report from RSW/US examines these and other troubling trends, offering valuable insights into both agency and marketer perspectives on key topics such as spending, project work versus AORs, and the explosive rise of marketing technology.
RSW/US, the nation’s leading outsourced lead generation firm for marketing agencies, just completed its 11th annual New Year Outlook survey. One of the most compelling questions that has hit a nerve with marketers and agencies is whether 2017 is going to include more project work with agencies needing more revenue and marketers demanding more as agencies work with less.
The day-to-day work with our clients at RSW/US enables us to understand on a personal level new business development challenges advertising agencies face in real time. For a more comprehensive, macro view of the industry and dynamics affecting the new business development process, we field the Agency New Business Survey every other year.