New business development for marketing agencies. If you are a big, established agency then you may well run a finely tuned new business or demand generation machine already. If you are a smaller or a start up agency and growth so far has been accidental then where do you start with a more proactive, controlled approach to generating New Biz New business is, I think, is more competitive than ever and there are a few reasons The sheer number of agencies of all types. There are 1. 8,0. UK alone figures I have seen vary from 1. Client prospect time is stretchedthin with smaller teams and more to do. It follows that decision makers are less willing to hear you out, unless they have a burning need and you catch them at that exact time. An increasing understanding of all things inbound marketing means some of your competitors are already attracting more interest than you are. Face to face account servicing is still to my mind important but clients are more comfortable with their agencies being out of town, in remote rural locations even. Meaning you cant rely on proximity as being a plus point for you. Competitive times indeed. So you might think everyone was on the case and had a solid plan for new business. However, this Rswus new business report surprised me. Two points jumped out of Rswuss US AgencyMarketers New Business Report were Everyone minus the 1. A vast majority,  8. B7RIgaVCAAEvbn-.jpg' alt='Face Identikit Software' title='Face Identikit Software' />New Business Director lasted less than 2 years. Of those, 6. 6 said that was because they didnt have a methodology for new business. The role of the Agency New Business Director. The point above tallies with my own experience over the years the New Business Director role can be a precarious one. They can be seen as a silver bullet, shouldering all of the responsibility for magically attracting work. But without everyones buy in and senior team ownership, its a flawed appointment from the start. The New Business Director if you have one needs to own business generation but you the agency owner senior team shouldnt leave them in isolation to devise the methodology or indeed police it. Program De Salarizare Gratuit here. Which is where the accompanying checklist comes in. Whether you hire a specific senior person or not I have worked with a couple of very successful agencies who dont have a dedicated New Business Director you should plan out your new business machine demand generation strategy to make sure that conveyor belt always has some new work trundling down it. Dont start trying to fill it once it is empty Ive mentioned Demand Generation a couple of times now. It might not be a term you are that familiar with depending on your experience and the type of work that you do for clients but in a nutshell,Demand Generation encapsulates all the various marketing programs and processes you can use to stimulate awareness about your products or services and agency of course. It covers both inbound and outbound marketing. As Hub. Spot nicely put it What makes demand generation a distinct concept from other customer acquisition tactics is a commitment to long term customer relationships and a strategic mindset. Some principles for your New Business Marketing. Before you get to the checklist here are some principles for New Business Marketing. Make time for new business. IPgJM4dTxc2f9OykL3Yc=/2012/02/13/82be3ac5-fdc3-11e2-8c7c-d4ae52e62bcc/spade_1_no_border.jpg' alt='Face Identikit Software' title='Face Identikit Software' />Theres always the existing client work and youll never have enough time. But thats an excuse you cant hide behind. And likewise, whilst you need to make sure all of your collateral is up to date, dont use that as an excuse to not to get prospecting. Spread bet. By that I mean you cant rely on just one channel or technique to attract business. Chromium develops remarkable, vibrant brands that outshine their competitors strategically, visually, and culturally. No doubt your advice to clients is to continuously test, learn and optimise for any campaigns. Do that for yourselves. Think data. Successful new business marketing is underpinned by segmentation, testing and learning and fuelled by data. So develop an ethos of continual data collection and analysis. Inbound Marketing first. Focus on your inbound marketing first. Try a range of content and channel mixes. Blogs are hugely important but you can do more. If Inbound marketing and within that, Content marketing are still fuzzy concepts to you have a look at our Simon Swans post on SEO and Inbound Marketing. Use Outbound. There is a lot written about outbound approaches having had their day direct mail, telephone approaches and theres truth in that but well researched, targeted, clever creative proactive approaches can still work and you should employ them for selected prospects when your inbound strategy is up and running. Its continuous. If you bunch your new business activity into sporadic efforts youll have gaps in the pipeline conveyor belt. It can take weeks or months to convert initial enquiries so you should always have some prospects that youre developing into a live client. ZlRh_ExSxOrUD7-FHVFjN2LLNDM=/724x407/2012/02/14/7692f631-f0ee-11e2-8c7c-d4ae52e62bcc/vaughn.jpg' alt='Face Identikit Software' title='Face Identikit Software' />A culture of New Business. Everyone has a role to play. Ask your whole team to keep an eye out for new opportunities. Things they may have read about e. The obvious answer would seem to be to an identikit Uber competitor. 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In, Twitter, Trade press etc. And remind them to always have business cards real or metaphorical to hand at any networking events. They may not be salespeople but they should feel empowered and motivated to sell the agencys brilliance wherever they meet prospects. Keep New Business visible. Add new Business reporting as an agenda item in your board and senior management team meetings. Discuss what is working and what isnt. Set up either shared Google Docs, basecamp or a CRM platform that everyone can access not just the New Business Director team. Checklist for new business marketing. Spend time if you havent already getting that right, before completing the rest of the form. A quick review will show you that many agencies have identikit About Us Proposition pages. Make yours stand out and be buyable. There are a host of tools you can use for new business and across a range of use cases content creation, pitch project planning, market research and of course lead tracking CRM. Theres a blur between prospect management lead tracking and customer client  management CRM tools and they come in all shapes and sizes Standalone platforms. Some examples of relevant platforms Integrated platforms. Integrated platfors where you have a CRM function built into a wider agency management suite job bag management, finance reporting etc include From my personal viewpoint, working as a consultant with just a handful of prospects and clients at any one time Ive found that Contactually works really well for me. It actually has more features than I need, it integrates with Gmail and keeps the disparate social network updates for all my contacts synced into central profile for them in Contactually. If youre an agency with a lot more leads and clients to manage and a new biz team it will scale to that too. As with all software choices you should review a few platforms, ask them for a demo, ask industry contacts for their thoughts and create a scorecard for yourself. I would also look at the excellent G2 peer review site link to the CRM category Further reading links or generating new business. If youre involved in New Business then you should have these guys on your radar for a mix of great thought leadership. There are other consultancies practitioners in this space but I come back to these often, hence sharing them here.