Post on 11-Aug-2014
description
New Business Tools: The Definitive Guide
New Business Tools: The Definitive Guide
lee@rswus.com @rswus #agencynewbusiness
New Business Tools: The Definitive Guide lee@rswus.com @rswus #agencynewbusiness
Lee McKnight Jr.-Director of Business Development at RSW/US
New Business Tools: The Definitive Guide
Our initial goal:
To create an annual survey of the top new business tools agencies use.
Download at http://www.rswus.com/resources/
survey-results
lee@rswus.com @rswus #agencynewbusiness
Background
New Business Tools: The Definitive Guide
300 agency
respondents nationwide from the RSW/US & MirrenDatabases.
lee@rswus.com @rswus #agencynewbusiness
Background
New Business Tools: The Definitive Guide
How many employees do you have in your agency?
lee@rswus.com @rswus #agencynewbusiness
43%
21%
15%
7%
14%
0-25
26-50
51-99
100-150
150+
Background
New Business Tools: The Definitive Guide lee@rswus.com @rswus #agencynewbusiness
Please select the title that most closely represents your role in the agency.
49%
11%4%
36%
President/CEO/COO
Account Manager/Director/VP
Creative Manager/Director/VP
New Business Manager/Director/VP
Background
New Business Tools: The Definitive Guide
Ultimately chose 12 categories
lee@rswus.com @rswus #agencynewbusiness
Background
New Business Tools: The Definitive Guide lee@rswus.com @rswus #agencynewbusiness
Social Media Platforms CRM Software Research Services Presentation Software Prospect Contact/List Building Services SEO Tools Email/Auto-Responder Services Survey Software Social Media Monitoring Tools Inbound Marketing Platforms Marketing/Webinar Platforms Project Management/Collaboration Tools
Background
New Business Tools: The Definitive Guide lee@rswus.com @rswus #agencynewbusiness
1) Break down, from these 12 categories, the 4 key platforms that should be part of your agency arsenal and explain why.
Webinar goal
New Business Tools: The Definitive Guide lee@rswus.com @rswus #agencynewbusiness
Webinar goal
2) Show you what platforms your agency colleagues find most successful.
New Business Tools: The Definitive Guide
I. Your 4 Key Primary Platforms & Why (including what are your fellow agencies using)
II. 5 Key Secondary Platforms & Why
lee@rswus.com @rswus #agencynewbusiness
New Business Tools: The Definitive Guide
New Business Tools: The Definitive Guide
Your 4 Key Primary Platforms and
Why
lee@rswus.com @rswus #agencynewbusiness
New Business Tools: The Definitive Guide
New Business Tools: The Definitive Guide
But first, in a perfect agency new business world you would only need these three tools:
-An Inbound Marketing Platform
-CRM software
-Prospect Contact/List Building Services
lee@rswus.com @rswus #agencynewbusiness
I. Your Perfect World-Just 3 Platforms/Tools
New Business Tools: The Definitive Guide lee@rswus.com @rswus #agencynewbusiness
Centralized, All-in-One Toolset
Customer Intelligence
Inbound Marketing Automation
Integrates With Your CRM
Inbound Marketing Services areimpressive
I. Your Perfect World-Just 3 Tools
New Business Tools: The Definitive Guide
Couple that inbound marketing platform with CRM software and a list building service and you’re in fine shape.
lee@rswus.com @rswus #agencynewbusiness
I. Your Perfect World-Just 3 Tools
New Business Tools: The Definitive Guide lee@rswus.com @rswus #agencynewbusiness
Now the reality check.
I. Your Perfect World-Just 3 Tools
New Business Tools: The Definitive Guide
1) It’s expensive
lee@rswus.com @rswus #agencynewbusiness
I. Your Perfect World-Just 3 Tools
New Business Tools: The Definitive Guide
2) You don’t have the time, manpower or content generation (or all three)
lee@rswus.com @rswus #agencynewbusiness
I. Your Perfect World-Just 3 Tools
New Business Tools: The Definitive Guide
So back to reality
Crawl before you walk
I. Your 4 Key Tools and Why
lee@rswus.com @rswus #agencynewbusiness
New Business Tools: The Definitive Guide
Here are the 4 platforms/tools you need to use:
CRM
Lists
Social Platforms
Email/Auto-Responder Services
lee@rswus.com @rswus #agencynewbusiness
I. Your 4 Key Tools and Why
New Business Tools: The Definitive Guide lee@rswus.com @rswus #agencynewbusiness
CRM Software
New Business Tools: The Definitive Guide
Why CRM?
-An effective new business program must have a CRM.
-It’s easy when you start, but very quickly prospects will number in the 100’s and you can’t track, incorporate data and follow up with prospects without one.
lee@rswus.com @rswus #agencynewbusiness
Tool #1: CRM
New Business Tools: The Definitive Guide
CRM Advantages:
lee@rswus.com @rswus #agencynewbusiness
-Tracking email campaigns
-Sitting in the cloud (mobility)
-Monitoring the overall sales pipeline.
-Connecting via social media
-Integrating customer data
Tool #1: CRM
New Business Tools: The Definitive Guide lee@rswus.com @rswus #agencynewbusiness
CRM Software % Using % Rate as Effective(7-10 rating among users)*
Salesforce 39% 58%
Sage ACT! 6% 30%
Microsoft Dynamics 4% 29%
Sugar CRM 2% 33%
Goldmine 2% 100%
Leads360 1% 50%
Oncontact 1% 0%
Other mentions 44% (Workamajig, Zelephant, The List, Highrise, Excel, NetSuite, Daylite)
Tool #1: CRM
New Business Tools: The Definitive Guide lee@rswus.com @rswus #agencynewbusiness
Only 37% of agencies using
a
CRM
believe
their system is
effective
Tool #1: CRM
New Business Tools: The Definitive Guide
Why not effective?
lee@rswus.com @rswus #agencynewbusiness
• Difficult to keep it updated• Only use it as a database• Too complex/too expensive
Tool #1: CRM
New Business Tools: The Definitive Guide lee@rswus.com @rswus #agencynewbusiness
Tool #1: CRM
New Business Tools: The Definitive Guide lee@rswus.com @rswus #agencynewbusiness
CRMEXCEL
Tool #1: CRM
New Business Tools: The Definitive Guide lee@rswus.com @rswus #agencynewbusiness
But an Excel spreadsheet is better than nothing.
A good CRM can be that critical time saver agencies need.
Tool #1: CRM
New Business Tools: The Definitive Guide lee@rswus.com @rswus #agencynewbusiness
New Business Tools: The Definitive Guide
Why List Building Services ?
-Because the back bone of any program is a targeted, clean list.
-And the majority of agencies do not have time to do it.
lee@rswus.com @rswus #agencynewbusiness
Tool #2: Prospect Contact/List Building Services
New Business Tools: The Definitive Guide
List Building Service Advantages:
lee@rswus.com @rswus #agencynewbusiness
-Time
-Research
-Quality of Leads
-Quantity of Leads
Tool #2: Prospect Contact/List Building Services
New Business Tools: The Definitive Guide
Tool #2: Prospect Contact/List Building Services
lee@rswus.com @rswus #agencynewbusiness
List Building Services % Using % Rate as Effective(7-10 rating among users)*
The List 49% 45%
Jigsaw 20% 44%
Access Confidential 17% 62%
Netprosp 1% 0%
Mintigo 0% N/A
Oceanos 0% N/A
Other mentions 13% (RSW/US, AdData, Pearlfinders, LinkedIn, Hubspot, Adweek, Inside View, Lexus Nexus)
New Business Tools: The Definitive Guide
Tool #2: Prospect Contact/List Building Services
Only 43% of agencies surveyed used a list service.
Slightly surprising given how
difficult it can be to build, clean
and maintain lists internally.
lee@rswus.com @rswus #agencynewbusiness
New Business Tools: The Definitive Guide
Tool #2: Prospect Contact/List Building Services
Although we suspect it’s not that the other 57% are doing it themselves. . .
they’re just not using lists at all.
lee@rswus.com @rswus #agencynewbusiness
New Business Tools: The Definitive Guide
Tool #2: Prospect Contact/List Building Services
-Start small:
-20 to 40 prospects a month, if a list service isn’t in the budget.
-Build the parameters first:Geography, revenue, vertical
-Assign 20 prospects a month to different people in the agency
lee@rswus.com @rswus #agencynewbusiness
New Business Tools: The Definitive Guide
Tool #3: Social Media Platforms
lee@rswus.com @rswus #agencynewbusiness
New Business Tools: The Definitive Guide
Why Social Media Platforms?
-Social's not going anywhere-you don’t use it at your peril.
-Marketers are getting younger. “I don’t do voicemail.”
lee@rswus.com @rswus #agencynewbusiness
Tool #3: Social Media Platforms
New Business Tools: The Definitive Guide
Social Media Platform Advantages: (thanks to Michael Gass)
lee@rswus.com @rswus #agencynewbusiness
Social media “teaches” agencies to promote themselves the way they should have been doing new business all along.
Agencies need a differentiated and appealing position to a particular target audience.
By enlarging the agency's online footprint so it can be found by their best prospective clients that match up with the core strengths of the agency.
Tool #3: Social Media Platforms
New Business Tools: The Definitive Guide
Tool #3: Social Media Platforms
87% of agencies surveyed use them.
A healthy number.
lee@rswus.com @rswus #agencynewbusiness
New Business Tools: The Definitive Guide
But-only 18% rated social media as
being effective!
Tool #3: Social Media Platforms
lee@rswus.com @rswus #agencynewbusiness
New Business Tools: The Definitive Guide
Well, like anything else (in new business or otherwise), social takes time to work.
Tool #3: Social Media Platforms
lee@rswus.com @rswus #agencynewbusiness
New Business Tools: The Definitive Guide
Too many agencies still don’t believe in it as a new business tool.
Treat social the same way you treat your overall prospecting:
-With consistency & follow through
lee@rswus.com @rswus #agencynewbusiness
Tool #3: Social Media Platforms
New Business Tools: The Definitive Guide
Start small.
lee@rswus.com @rswus #agencynewbusiness
Tool #3: Social Media Platforms
New Business Tools: The Definitive Guide lee@rswus.com @rswus #agencynewbusiness
Tool #4: Email/Auto-Responder Services
New Business Tools: The Definitive Guide
Why Email/Auto-Responder Services?
-In short, time and reach.
-While many do it poorly, still an entirely viable channel, in concert with all the others.
lee@rswus.com @rswus #agencynewbusiness
Tool #4: Email/Auto-Responder Services
New Business Tools: The Definitive Guide
List Building Service Advantages:
lee@rswus.com @rswus #agencynewbusiness
-Cost (low)
-List Management
-CAN-SPAM Act of 2003
-Statistics
Tool #4: Email/Auto-Responder Services
New Business Tools: The Definitive Guide lee@rswus.com @rswus #agencynewbusiness
Tool #4: Email/Auto-Responder Services
Email/Auto-responder Services % Using % Rate as Effective(7-10 rating among users)*
Mailchimp 24% 64%
Constant Contact 22% 55%
Emma 11% 20%
iContact 3% 100%
Infusion 2% 100%
Vertical Response 2% 33%
Aweber 1% 100%
Get Response 0% N/A
Other mentions 35% (Hubspot, Campaign Monitor, Exact Target, sf.com Genius, Act On, Benchmark, Conversen, What counts,
Listrak, Pardot, Alterian, MarketFirst, Net-Results, Interspire, Prospect Smarter, MarketVolt, Silverpop)
New Business Tools: The Definitive Guide
• They are easy to track
• They are customizable
• They are easy to use
use are very effective, primarily because:
55% of agency executives say the platforms they
lee@rswus.com @rswus #agencynewbusiness
Tool #4: Email/Auto-Responder Services
New Business Tools: The Definitive Guide lee@rswus.com @rswus #agencynewbusiness
The 15% that don't find their platforms effective say it’s because they don't put the time into them to make it work.
Tool #4:Email/Auto-Responder Services
New Business Tools: The Definitive Guide
CRM
Lists
Social Platforms
Email/Auto-Responder Services
lee@rswus.com @rswus #agencynewbusiness
I. Recap: Your 4 Key Tools and Why
New Business Tools: The Definitive Guide lee@rswus.com @rswus #agencynewbusiness
I. Recap: Your 4 Key Tools and Why
Underlying all these:
Your agency positioning and expertise in the space.
New Business Tools: The Definitive Guide lee@rswus.com @rswus #agencynewbusiness
II. 5 Key Secondary Platforms/Tools & Why
New Business Tools: The Definitive Guide
Briefly look at 5 tools, I call secondary because they’re largely dependent on your content output and budget size.
lee@rswus.com @rswus #agencynewbusiness
II. 5 Key Secondary Platforms/Tools & Why
New Business Tools: The Definitive Guide lee@rswus.com @rswus #agencynewbusiness
II. 5 Key Secondary Platforms/Tools & Why
SEO Tools Research Services Social Media Monitoring
Marketing/Webinar Platforms Survey Software
New Business Tools: The Definitive Guide lee@rswus.com @rswus #agencynewbusiness
SEO Tools
New Business Tools: The Definitive Guide lee@rswus.com @rswus #agencynewbusiness
SEO Tools
SEO Tools % Using % Rate as Effective(7-10 rating among users)*
Google Analytics 42% 39%
Adwords 24% 52%
Wordpress 19% 43%
SpyFu 3% 57%
SEM Rush 2% 50%
Open Site Explorer 2% 71%
SEOQuake 1% 60%
Majesti SEO 1% 60%
Other mentions 6% (SEOMoz, BrightEdge, Hubspot, Get Clicky, Statcounter)
New Business Tools: The Definitive Guide lee@rswus.com @rswus #agencynewbusiness
SEO Tools
Only 17% of agencies say they manage their SEO analytics daily.
36% of these same executives say they dosomething in the social space every day.
New Business Tools: The Definitive Guide
SEO isn't just about getting the technical details of search-engine
friendly web development correct. It’s also about marketing. This is perhaps the most important concept to grasp
about the functionality of search engines. You can build a perfect
website, but its content can remain invisible to search engines unless you
promote it.*
*Moz.combeginner’s
guide
lee@rswus.com @rswus #agencynewbusiness
SEO Tools
New Business Tools: The Definitive Guide lee@rswus.com @rswus #agencynewbusiness
SEO Tools
-1990's=meta keywords tags and keyword stuffing
-2004=link bombing with anchor text, buying tons of links from automated blog comment spam injectors
-Today=Author Rank
New Business Tools: The Definitive Guide lee@rswus.com @rswus #agencynewbusiness
SEO Tools
Change is a constant when it comes to search.
New Business Tools: The Definitive Guide
Start Small
-First set a goal to get your site optimized.
-Create one new case study a month.
-Commit to just one post a month.
-And use a free tool like Google analytics-at least once a week.
lee@rswus.com @rswus #agencynewbusiness
SEO Tools
New Business Tools: The Definitive Guide lee@rswus.com @rswus #agencynewbusiness
Research Services
New Business Tools: The Definitive Guide lee@rswus.com @rswus #agencynewbusiness
Research Services
Research Service % Using % Rate as Effective(7-10 rating among users)*
Hoovers 17% 36%
Forrester 17% 45%
Mintel 12% 56%
Iconoculture 10% 49%
Trendwatching.com 7% 44%
Redbooks 7% 43%
Jigsaw 7% 28%
Datamonitor 5% 53%
Gongos 5% 53%
Other mentions 18% (4A’s, The List, Internal Resources, WARC, Second Wind, Lexus Nexus, ComSCore, MRI, eMarketer,
Mirren, Data.com, Access Confidential, Ratti)
New Business Tools: The Definitive Guide
The majority of agencies in our survey say they use research services (60%).
41% of those that use researchservices deem them effective at helping them bolster their agency's new business development efforts.
lee@rswus.com @rswus #agencynewbusiness
Research Services
New Business Tools: The Definitive Guide lee@rswus.com @rswus #agencynewbusiness
Research Services
A few reasons Agency executives say they use research services:
Clients/prospects love research
"How can you pitch someone if you don't know their business?
"It's like going to battle and not reading the decoded message from the enemy!"
New Business Tools: The Definitive Guide lee@rswus.com @rswus #agencynewbusiness
Research Services
A few reasons Agency executives don't subscribe to specific services:
• Data isn't granular enough• Limited information available on regional prospects• Value doesn't match cost
New Business Tools: The Definitive Guide lee@rswus.com @rswus #agencynewbusiness
Research Services
Let’s make a distinction:
Research for prospecting or pitching?
New Business Tools: The Definitive Guide
Easier said than done, right?
Social Media Monitoring
lee@rswus.com @rswus #agencynewbusiness
New Business Tools: The Definitive Guide lee@rswus.com @rswus #agencynewbusiness
Social Media Monitoring
Social Monitoring Tools % Using % Rate as Effective(7-10 rating among users)*
HootSuite 37% 43%
Tweetdeck 21% 45%
Klout 13% 31%
Sysomos 5% 70%
Sprout Social 5% 54%
Tweetadder 4% 29%
Socialoomph 2% 33%
Viralheat 1% 33%
Sprinklr 1% 0%
Mediafunnel 0% N/A
Topsy 0% N/A
Other mentions 11% (Hubspot, Inside View, Sociatracker, Tracx, NMIncite, Radian6, Buzzhead, TweetBot, meltwater,
Adobe Social, Spredfast, Sprial16)
New Business Tools: The Definitive Guide
When asked to rate the most effective of the bunch, agencies rated HootSuitemost effective because:
lee@rswus.com @rswus #agencynewbusiness
Social Media Monitoring
• Easy to use• User friendly• Allows more social platforms
New Business Tools: The Definitive Guide
Why agencies don't like the products offered in this space:
lee@rswus.com @rswus #agencynewbusiness
Social Media Monitoring
Limitations on social media
outlets
Hard to find actionable insights
Not using very
effectively
Can't tie to ROI
Too time consuming
New Business Tools: The Definitive Guide lee@rswus.com @rswus #agencynewbusiness
Marketing/Webinar Platforms
New Business Tools: The Definitive Guide lee@rswus.com @rswus #agencynewbusiness
Marketing/Webinar Platforms
Meeting Platforms % Using % Rate as Effective(7-10 rating among users)*
GoToWebinar 35% 59%
Webex 30% 44%
Adobe Connect 6% 55%
Anymeeting 3% 80%
Pardot 4% 100%
Adobe’s Marketing Stack 2% 0%
Other mentions 11% (Net-Results, Meltwater, Optify)
New Business Tools: The Definitive Guide
Most users are generally satisfied, with 56% stating such:
• Makes it easy to connect with others• Have a lot of out of town clients• Allows us to control the presentation
lee@rswus.com @rswus #agencynewbusiness
Marketing/Webinar Platforms
New Business Tools: The Definitive Guide
Only 12% say the meeting platforms they're using are noteffective.
The few issues noted relate to:
• Technical problems• Specifically, trouble getting users logged in• Don't use enough
lee@rswus.com @rswus #agencynewbusiness
Marketing/Webinar Platforms
New Business Tools: The Definitive Guide
And webinars can be tough until you’ve established
your thought leadership.
Your prospects are incredibly busy, and
without a strong position and following, tough to get them in
the seats. lee@rswus.com @rswus #agencynewbusiness
Marketing/Webinar Platforms
New Business Tools: The Definitive Guide lee@rswus.com @rswus #agencynewbusiness
Survey Software
New Business Tools: The Definitive Guide lee@rswus.com @rswus #agencynewbusiness
Survey Software % Using % Rate as Effective(7-10 rating among users)*
SurveyMonkey/Zoomerang 79% 45%
SurveyGizmo 4% 67%
Survey Analytics 4% 67%
QuestionPro 2% 75%
FluidSurveys 1% 0%
Other mentions 10% (ResearchNow, Qualtrics, Second Wind, Mailchimp, Google Docs, SPSS, Vovici)
Survey Software
New Business Tools: The Definitive Guide
Of those that felt like survey software was not effective (25%), their reasons include:
lee@rswus.com @rswus #agencynewbusiness
Survey Software• No bandwidth to use• No flexibility• Our lack of expertise
New Business Tools: The Definitive Guide lee@rswus.com @rswus #agencynewbusiness
Survey Software
Over 40% say their Survey software is effective.
• Great at helping get at original insights• Use it for clients• Prospects love to hear about themselves• Inexpensive• Straightforward
New Business Tools: The Definitive Guide
Things to consider:
It’s a project of defined duration (versus blogging)
Excellent insights for your own content
Excellent insights to better understand the challenge
lee@rswus.com @rswus #agencynewbusiness
Survey Software
New Business Tools: The Definitive Guide
Thank You.
Download our report: at rswus.com
(Resources-Surveys)
lee@rswus.com
lee@rswus.com @rswus #agencynewbusiness