Survey Results

RSW/US 2021 Marketing Technology & Agency New Business Tools

We’re excited to release our RSW/US 2021 Marketing Technology & Agency New Business Tools report. 

We took a break last year and have completely revamped our report.  

CMO tenure slipped to just 40 months in 2020, the lowest average since 2009. 

And with 67% of marketers saying their company’s spending on analytics and marketing technology tools is increasing, and 88% of agencies recognizing that the need for these tools continues to grow, we didn’t think you needed to know that LinkedIn is the most-used social media platform for agency new business again. 

Instead, we surveyed marketers on a specific, brief set of questions around these tools and their potential challenges, for additional perspective, and then performed a more in-depth survey of agencies, to bring you a total of 19 tool categories: 12 on the tools you and your peers are using to support the marketing activities of your clients, and 7 on the tools you and your peers use to help drive agency new business. 

RSWUS 2021 Marketing Technology & Agency New Business Tools

These categories include retargeting ad tools, audience analytics tools, cross-channel measurement & attribution tools, marketing automation tools, and target audience research tools, to name a few. 

While the bulk of our business is focused on operating as an outsourced sales and marketing group for marketing agencies looking to build a more productive agency new business program, our goal in gathering these insights is to help you build your agency business by staying on top of these tools and trends. 

Each category in this survey is reported separately, with all the technology tools shared by agencies included in the report.

If an agency noted that they were either “Very Satisfied” or “Dissatisfied/Very Dissatisfied”, we specifically called this out to help guide you in your evaluation of technology tools, and every platform is hot linked to their website’s URL in order to make it easy for you to learn
more about the platform.

Please note that this report is not intended to be a scientific study of technology tool performance.

The reporting of data reflects opinions of your agency peers and is delivered from a neutral stance by RSW/US, without endorsement of any specific platform.

We hope you enjoy the read and find this report to be helpful in moving your business to an even better level!

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