With AI adoption in sales skyrocketing, 81% of teams are now either experimenting with or fully embracing AI, and the impact is undeniable. For sales teams across agencies, adtech, sponsorship, and media, the right AI tools have shifted from “nice-to-have” to “must-have” status. The numbers speak for themselves: 83% of teams leveraging AI report revenue growth, compared to just 66% of those who haven’t yet made the leap.

AI and sales automation are transforming outreach, enhancing targeting precision, and streamlining workflows in ways that were unthinkable just a few years ago. And while nothing replaces the personal power of a skilled sales team, automation tools are freeing teams to focus on what they do best: building relationships and driving revenue.

In this guide, we’ll reveal the top AI sales tools for 2025 that will empower your team to work smarter, not harder. From automating repetitive tasks to delivering real-time, data-driven insights that sharpen strategy, these tools offer a tangible edge for any sales team ready to lead.

AI Sales Tools at a Glance

Let’s take a high-level look at the AI tools shaping sales strategies. From advanced automation platforms to data-driven analytics and personalized outreach solutions, these tools are designed to elevate sales performance and streamline operations. 

Our quick-reference guide offers a snapshot of each AI tool’s unique strengths, categorized by purpose to help you identify which solutions best fit your sales team’s goals.

Top AI Sales Tools
The Tool	Tool Type	Purpose
Winmo Personality Insights	Personality Profiling	Delivers personality-driven data to tailor messaging to individual preferences, improving engagement
Winmo Compose	Email Personalization	Generates personalized email content based on recipient’s communication style, tone, and preferences
Perplexity	AI-Powered Research	Delivers concise, source-backed answers for credible, time-efficient research
Waldo.fyi	Continuous Account Monitoring	Tracks accounts, trends, and competitors, providing curated, continuous intelligence in one place
Magnolia	Brand Strategy Insights	Provides insights into brand’s strategic goals and messaging to create highly relevant proposals
People.ai	Sales Productivity Optimization	Analyzes CRM and engagement data to identify optimal touchpoints and track relationship mapping
Crayon	Competitive Intelligence	Monitors competitor activities and market shifts to enhance positioning and proactive messaging
Copient AI	Conversational Training	Simulates customer interactions for unscripted practice with customizable scenarios and real-time feedback

Top AI Sales Tools for 2025

Securing meaningful business relationships hinges on understanding not just the who but the why behind each interaction. AI sales tools for company, contact, and context insights offer a transformative edge by delivering in-depth intelligence that goes far beyond basic data points. 

These tools equip sales and business development teams to build richer, more strategic relationships by tailoring outreach to resonate with individual decision-makers and company needs. Here’s our top picks for sales teams:

1. Winmo Personality Insights 

Sales is as much about knowing the person as it is about pitching the solution. Winmo Personality Insights provide sales teams with personality characteristics of their prospects as well as communication and close strategies based on unique traits. .

How Winmo Personality Insights helps improve outreach:

• Behavioral Insights: Offers detailed insights on communication preferences, decision-making style, and personality traits, helping sales teams craft messages that resonate deeply.
• Tailored Approach: Enables adaptation of tone, language, and approach to match each decision-maker’s unique style—whether they prefer data-driven pitches or warm, relationship-oriented engagement.
• Increased Engagement: Personalized outreach based on personality traits leads to 233% increase in response rates, advancing deals faster and more effectively.

2. Winmo Compose

Effective communication is at the heart of outreach. Winmo Compose combines AI and personality insights to generate email content that aligns with each recipient’s communication style, tone, and preferences.

Ways Winmo Compose can enhance sales strategy:

• Custom Email Drafts: Generates personalized emails in a few clicks, adjusting tone, language, and detail level to fit each prospect’s style.
• Time Efficiency: Saves time on email drafting while maintaining high relevance, enabling sales teams to focus on relationship-building.
• Scalable Personalization: Ideal for large pipelines, allowing teams to deliver personalized messaging at scale, driving higher response rates and fostering genuine connections.

3. Perplexity 

Accurate, reliable information is foundational for credible sales pitches. Perplexity is an AI-powered search tool that transforms complex topics into clear, source-supported insights, helping sales teams answer client questions with confidence.

Here’s how Perplexity enhances sales research:

• Concise Insights: Delivers source-backed, concise answers to complex queries, reducing research time and improving pitch relevance.
• Trustworthy Data: Ensures every interaction is based on accurate, verifiable information, building trust with decision-makers.
• Time-Saving: Ideal for rapid research on industry insights or target companies, enabling teams to stay focused on strategic engagement.

4. Waldo.fyi

For ongoing intelligence on accounts, trends, and competitor activity, Waldo.fyi serves as an AI-powered research assistant, delivering curated updates to keep sales teams informed.

Ways Waldo.fyi supports continuous engagement:

• Real-Time Monitoring: Tracks specified accounts, industry shifts, and competitors, organizing updates into a single, accessible feed.
• Custom Searches: Allows teams to set up tailored alerts for high-priority accounts or topics, enabling quick access to fresh, relevant information.
• Strategic Readiness: Empowers teams to engage prospects with up-to-date perspectives, building credibility and establishing a competitive edge.

5. Magnolia 

Magnolia provides deep insights into a brand’s strategic goals and marketing messages, enabling sellers to align pitches with each brand’s unique priorities.

How Magnolia enhances outreach customization:

• Brand Positioning Insights: Analyzes a brand’s public messaging to reveal core goals, such as innovation or sustainability, so teams can tailor their approach.
• Strategic Alignment: Assists in refining pitches to reflect brand values, whether it’s a focus on digital transformation or community impact.
• Increased Relevance: Empowers agencies, media sellers, sponsorship teams, and adtech providers to deliver proposals that resonate on a deeper level with brand decision-makers.
  

6. People.ai

People.ai leverages AI to analyze CRM and sales engagement data, surfacing insights on sales productivity and effectiveness while optimizing engagement strategies with each prospect.

How People.ai enhances sales engagement:

• Engagement Optimization: Tracks and analyzes sales team activity, identifying optimal engagement patterns and touchpoints, ensuring each outreach is timed for maximum impact.
• Relationship Mapping: Maps decision-makers and engagement history within target accounts, so sales teams can identify and prioritize contacts more effectively.
• Improved Conversion Rates: Enables adtech providers, media sellers, and agencies to refine engagement strategies based on data-backed insights, increasing the probability of advancing deals.

7. Crayon 

Crayon is a competitive intelligence AI sales tool that empowers sales teams by continuously monitoring competitor activities and market changes, providing insights that sharpen positioning and outreach strategy.

How Crayon boosts competitive intelligence:

• Real-Time Competitive Monitoring: Tracks competitors’ online activities, such as website changes, press releases, social posts, and ad placements, allowing sales teams to stay updated on shifts in competitors’ strategies.
• Market Insights: Provides insights into industry trends and competitor moves, helping teams to adjust messaging and positioning proactively.
• Enhanced Positioning: Allows agencies, media sellers, sponsorship, and adtech teams to fine-tune pitches based on competitor intelligence, positioning their offerings as distinct and strategically aligned with market needs.

8. Copient AI

Copient AI is an advanced training platform that uses conversational AI to simulate real-world sales scenarios, enabling teams to practice unscripted role-plays that mirror actual client interactions. By incorporating your organization’s proprietary learning materials, Copient AI delivers realistic, customizable training experiences that prepare sales teams to confidently lead discovery calls, demos, and client conversations.

How Copient AI strengthens sales readiness:

• Authentic Customer Simulations: Trains reps with AI characters that mimic real customer mindsets, enabling realistic practice to build confidence and adaptability.
• Customized, Scalable Training: Tailors role-play scenarios to your specific sales process and products, so teams practice relevant conversations that align with your strategy.
• 24/7 Access and Instant Feedback: Offers on-demand training with real-time insights, allowing reps to practice whenever needed and continuously improve their performance.

With Copient AI, sales teams are better equipped to engage prospects authentically and confidently, elevating their ability to drive more successful business development efforts.

Selecting the Right AI Sales Tools for Your Team

With over 10,000 AI tools available today, it’s essential to select those that best fit your team’s workflow, objectives, and budget. While AI-driven tools offer powerful ways to create personalized, impactful messaging, the right choice depends on your team’s unique needs. Below, we’ll outline key factors to consider and recommend tools based on different business development goals.

1. Budget and ROI

Decide on a budget that matches your team’s objectives and growth targets. Some AI platforms require a significant investment but provide robust, multi-functional features, while others offer targeted solutions at a lower price point.

2. Team Size

Your team’s size can impact which tools are most effective. Larger teams may benefit from tools that enhance collaboration and CRM integration, while smaller teams might prefer specialized solutions that streamline individual workflows.

3. Sales Process Complexity

Analyze your sales process to determine how complex and multi-step it is. Teams with intricate, multi-stage sales processes may need comprehensive AI tools that provide insights across all stages, while shorter cycles may benefit from tools that streamline outreach and follow-up.

4. Primary Use Cases

Define what you most need AI to achieve—whether it’s personalization, competitive insights, data accuracy, or automated content creation. Identifying clear objectives will help you focus on tools that directly support your team’s high-impact activities.

Elevate Your Sales Strategy with the Right Sales AI Tools

AI tools have become indispensable for modern sales and business development, helping teams connect more personally, gather precise insights, and stay ahead of competitors. But even the best tools are only as powerful as the team using them. Knowing how to integrate these tools into a cohesive strategy, execute with precision, and continuously refine outreach requires expertise, agility, and a market-ready approach.

That’s where Catapult comes in. As the #1 outsourced business development team for agencies, adtech, media, and sponsorship, we provide an experienced team and a proven framework to get your solutions to market in just 30 days. We don’t just leverage AI tools effectively—we bring a wealth of industry knowledge, strategic insights, and dedicated focus to drive your business growth. Contact us today to learn more. 

If you’re feeling the pressure to ignite growth, you may be wondering if an in-house business development rep is the solution. The decision is trickier than it sounds. Many companies dive in with high expectations, only to find themselves juggling hidden costs, lengthy ramp-up times, and the constant challenge of keeping that new hire engaged, effective, and aligned with the company’s goals.

Scaling business development internally often comes with unforeseen obstacles. From the high cost of recruiting top talent to the extensive training required to get them fully operational, bringing someone on board can quickly drain resources—and still not guarantee results. Even once they’re settled in, maintaining momentum, staying adaptable in a changing market, and achieving consistent results can strain internal teams and budgets.

Before committing to an in-house hire, you’ll want to weigh the risks, understand the full scope of investment, and evaluate whether internal growth truly serves your needs—or if there’s a more strategic way to reach your goals. In this guide, we’ll cover what you need to know to make an informed choice that positions your company for sustainable growth.

Defining the Role of a Business Development Representative

Before deciding to hire in-house, clearly define what you need from a business development rep. Let’s break down the key responsibilities, how to align the position with your company goals, and the skills and experience necessary for success.

1. Key Responsibilities

This role typically involves identifying and pursuing new business opportunities, building and nurturing client relationships, and developing strategies to drive revenue. It’s not just about cold outreach; it’s about understanding market trends, nurturing long-term partnerships, and finding innovative ways to unlock growth.

2. Importance of Alignment

To maximize impact, the rep’s efforts need to be tightly aligned with your broader business strategy. Whether you’re focused on scaling revenue, entering new markets, or deepening relationships with existing clients, a successful business development rep will tailor their approach to support your company’s specific objectives.

3. Skills and Experience

The best candidates for this role combine industry knowledge with strong communication and relationship-building skills. They should be skilled in negotiation, have a deep understanding of the sales cycle, and be adept at strategic thinking. 

Experience in your niche market – whether it’s agency new business, adtech, media, or sponsorship – is also critical to ensure they can hit the ground running and understand the unique challenges and opportunities your business faces.

The Financial Investment of Hiring an In-House BDR

Once you’ve clearly defined the role and the skills needed, it’s time to consider the financial investment that comes with hiring in-house. 

Bringing on a business development rep is more than just a salary, it involves a range of costs that can significantly impact your budget. Let’s break down the key financial factors you’ll need to account for.

1. Salary costs

A qualified business development rep in adtech, media, or sponsorship typically commands a competitive salary. Industry benchmarks range depending on experience and location. It’s critical to budget accordingly to attract top talent.

2. Benefits and perks 

Beyond salary, you’ll need to factor in benefits like health insurance, retirement contributions, and paid time off. These perks are essential for retaining employees and can add another 20-30% to the total compensation package.

3. Tech stack 

To enable your rep to perform efficiently, you’ll need to invest in tools like CRM systems, prospecting software, email automation, and analytics platforms. Tools like Salesforce, HubSpot, or LinkedIn Sales Navigator aren’t optional—they’re essential for success and come with ongoing subscription costs.

4. Additional overhead

Don’t forget about office space, equipment like laptops and phones, and ongoing training.These costs add up, especially if you’re scaling up your business development efforts.

Time Investment: Onboarding and Ramp-Up Period

Beyond the financial investment, there’s the often-overlooked factor of time. Hiring an in-house BDR doesn’t just cost money, it also requires a significant time commitment to get them up to speed and delivering results. Let’s take a deeper look. 

1. Onboarding time

Expect a new hire to need at least 1-3 months to get fully onboarded. This includes everything from learning internal systems to understanding your unique value propositions and sales approach. During this time, they’re not yet driving revenue.

2. Learning curve

Even the best reps will face a learning curve as they get familiar with your products, company culture, and specific sales processes. This adaptation period is essential to ensure they represent your brand effectively and build meaningful client relationships.

3. Expected time to ROI

Realistically, it could take 6 months or more before your new hire starts producing measurable results. Business development is a long game, and the time spent training and nurturing a new rep delays the return on your investment, making it crucial to factor this into your overall hiring decision.

The Hidden Costs of Hiring In-House

In addition to the time and financial investments, there are hidden costs to hiring in-house that can often be overlooked. These unseen expenses can impact your bottom line just as much as direct costs and should be a critical part of your decision-making process. 

Let’s dive into what these hidden costs look like and why they’re so important to consider.

1. The Possibility of Turnover

If your new hire leaves within a year, you’re left with the financial loss of their salary, benefits, and tools, but also the time spent training them. Plus, the need to start the recruitment process all over again can set your business back months, potentially leaving key growth opportunities on the table.

2. Time Investments

Finding the right candidate can be a lengthy process. Time spent on recruiting, conducting interviews, and onboarding is time taken away from running your business and focusing on growth. The longer this process takes, the more costly it becomes.

3. Misalignment Potential

If you don’t hire the right person, the consequences go beyond financial. A misaligned hire can disrupt team dynamics, underperform, and waste valuable time and resources. 

Worse, they might steer your business development efforts in the wrong direction, delaying your goals even further or damaging your reputation among key prospects.

4. Technology and Tools Required

Another critical factor that often gets overlooked when hiring in-house is the technology and tools needed to support a business development rep. Without the right systems in place, even the most skilled rep will struggle to perform effectively. 

Before making any hiring decisions, it’s important to assess the tools required and the additional costs they bring.

• Necessary tools: A successful business development rep will rely on a robust CRM system (like Salesforce or HubSpot), lead generation tools, and reporting systems to track progress. These are essential for managing relationships, staying organized, and measuring success.
  

• Licensing and maintenance costs: Each of these tools comes with licensing fees and ongoing maintenance costs. Depending on the size of your team, these costs can add up quickly, and they’re crucial to budget for when planning to hire in-house.
  

• Integration and onboarding: Ensuring your new hire is seamlessly integrated into your existing tech stack can take time. They’ll need to be trained on the tools you use and how they fit into your broader business processes, which can further extend the ramp-up period.

The Benefits of Hiring an In-House Business Development Rep

While there are significant costs and considerations when hiring in-house, there are also undeniable benefits that can make it a worthwhile investment for some businesses.

When done right, bringing a business development rep in-house can deliver long-term value and deeper alignment with your company’s vision. Let’s take a look at the top three pros of hiring in-house: 

1. Dedicated Team Member 

An in-house business development rep becomes a fully embedded part of your team, aligning closely with your company’s culture, values, and goals. This deep integration ensures they aren’t just selling your services but representing your brand in an authentic and consistent way, fostering stronger connections with clients that reflect your company’s mission.

2. Possibility of Long-Term Strategy 

Because they’re dedicated solely to your business, an in-house rep can focus on nurturing deeper, more meaningful client relationships. They have the time and space to understand your clients’ unique needs, building trust and fostering loyalty over the long term.

3. Direct Control 

With an in-house rep, you have complete control over how your business development strategy is executed. You can directly influence their approach, messaging, and tactics, ensuring everything aligns perfectly with your broader goals and vision for growth.

Is It the Right Time to Hire An In-House Business Development Rep?

With the benefits of hiring in-house clear, the final question to ask is whether now is the right time to make that move. Timing is crucial, and bringing on an in-house business development rep requires careful consideration of your current resources, growth stage, and long-term strategy. 

Let’s explore the key factors to determine if hiring in-house is the best next step for your business:

1. Consistent growth

If your business is experiencing steady growth and you need a dedicated team member to focus on scaling your client base, it may be time to bring someone in-house. An internal rep can provide the focused effort needed to maintain and accelerate this momentum.

2. Complex sales cycles

When your sales process is becoming more intricate and requires a deeper understanding of your services, products, and client needs, an in-house hire can offer the personalized attention necessary for navigating these longer sales cycles effectively.

3. Strong financial position

Hiring in-house comes with significant costs. If your company is in a solid financial position and can comfortably absorb the salary, benefits, and tech investments required, you’re more likely to be ready for this move.

4. Need for strategic alignment

If your current business development efforts require tighter alignment with your overall company goals and culture, an internal hire can provide the control and consistency needed to ensure your messaging and strategy stay on track.

5. Existing Team and Bandwidth

Consider whether your leadership and sales teams have the capacity to support, train, and manage a new business development rep effectively. Onboarding and ramping up a new hire demands time and attention, especially during the first few months when they’re learning your products, processes, and company culture. 

If your existing team is already stretched thin or lacks the experience to guide a new rep, you might face delays in achieving the results you’re aiming for. Ensuring that you have the internal resources to properly support this role is key.

6. Projected Growth

Lastly, assess your company’s projected growth and how a business development rep aligns with your long-term goals. If your business is poised for significant expansion, having an internal rep can help strategically drive this growth. They can focus on building relationships that support these future objectives, aligning business development efforts with your company’s vision. 

Additionally, a dedicated in-house rep provides the flexibility to adjust strategies as your goals evolve, ensuring that your growth initiatives are not only supported but accelerated by a team member who’s fully invested in your company’s success.

Outsourcing as a Faster Path to Results 

While hiring an in-house business development rep offers long-term potential, it also comes with significant investments of time, money, and resources. The ramp-up period alone can delay results, and there’s always the risk of turnover or misalignment. 

If you’re looking for a faster, more efficient path to growth, outsourcing can be a smarter solution. Catapult, with over two decades of experience and a proven team of experts, helps companies bypass the lengthy onboarding process. 

We deliver results quickly by leveraging our full suite of tools and industry knowledge without the hidden costs and challenges of an internal hire. Let Catapult accelerate your business development efforts and help you hit your growth goals faster.

In today’s sponsorship landscape, sellers are navigating an ever-evolving set of demands. Brands are no longer satisfied with just exposure; they want measurable ROI, clear alignment with their values, and impactful, purpose-driven partnerships. Facing intense competition for tighter budgets, sponsorship teams must deliver transparency, creativity, and flexibility like never before. 

Yet, many sellers remain trapped in a reactive cycle, racing to secure deals in shorter decision windows, often without the strategies or resources needed to stand out. With rising expectations for digital fluency, hybrid activations, and custom solutions, it’s clear that traditional approaches simply aren’t enough.

The solution? A proactive sponsorship sales strategy. By anticipating partner needs, crafting client-centered solutions, and prioritizing long-term value over one-off transactions, you can transform your approach to sponsorship sales. This playbook will guide you in shifting from reactive to proactive, so you can take charge of your sales process, lead the conversation, and drive sustainable growth.

Step 1: Define Your Sponsorship Assets and Value Propositions

Before you can start reaching out to potential sponsors, it’s essential to understand exactly what you’re offering and how it aligns with their business objectives. A clear foundation will help you craft compelling, customized sponsorship proposals that stand out in today’s competitive environment. This first step is critical—defining your assets and value propositions sets the direction for your entire sponsorship strategy. Let’s break down the key elements you need to get started.

1. Identify Your Sponsorship Assets 

Begin by cataloging all the assets you have available for sponsorship. This process should go beyond surface-level assets and dive into every potential touchpoint where a sponsor can gain value. Think about assets that provide tangible exposure and deeper audience engagement:

• Event Naming Rights: Offering premier branding through title sponsorships gives a sponsor maximum visibility and association with your event or platform.
• VIP Experiences: Exclusive access to VIP areas or meet-and-greet opportunities can offer high-value touchpoints that create lasting impressions for sponsors with key clients or influencers.
• Media Exposure: Think about owned, earned, and paid media—whether through broadcast opportunities, social media amplification, or digital ad placements.
• Unique Content Integration: How can a sponsor be naturally woven into the storytelling of your content, whether it’s through branded content, podcast mentions, or product placements? Content marketing is a growing focus for many brands, and an integrated approach can drive more meaningful engagement.
• Experiential Activations: These include pop-up activations, immersive brand experiences, or interactive digital events that can drive both in-person and virtual engagement.
• Data Access & Audience Insights: This can be an underutilized but highly valuable asset. Offering sponsors access to audience data (e.g., demographics, engagement trends) can help them refine their own targeting strategies.

By looking at your assets comprehensively, you’ll be better positioned to align your offering with what sponsors value most—be it visibility, lead generation, or audience engagement.

2. Understand Your Audience and Goals 

When sponsorship organizations outsource new business to Catapult, the first thing we do is develop a deep understanding of who their audience is and what sponsors can gain by exposure to this audience. This means doing homework on two fronts:

• Audience Demographics and Behavior: Who attends your events or engages with your platform? Break down your audience into clear segments (age, location, interests, buying behavior, etc.) and identify what makes them valuable to sponsors. Are they a niche, highly targeted audience, or do they offer massive scale? For example, a sports event may appeal to young, active consumers, while a business conference might attract C-suite executives.
• Sponsor Objectives: Dive into what potential sponsors want from a partnership. Are they looking for: 
  • Brand Exposure: Do they want wide visibility across multiple platforms?
  • Customer Engagement: Are they looking to create direct interactions with potential customers (e.g., sampling, experiential marketing)?
  • Reputation and CSR Alignment: Are they focused on associating their brand with a cause, such as sustainability or diversity? This is a growing priority for many sponsors.
  • Lead Generation and Sales: Do they need a partnership that helps drive tangible business results, like new customer leads or product sales?

Tailoring your approach to meet these specific sponsor objectives is key to standing out. Brands are no longer looking for generic packages—they need custom solutions that speak to their unique challenges and opportunities.

3. Craft a Value Proposition

Once you’ve identified your assets and thoroughly understood both your audience and the sponsor’s goals, it’s time to craft value propositions that clearly demonstrate why a sponsor should invest in you. A value proposition goes beyond listing features; it articulates how your sponsorship will bring the sponsor closer to achieving their marketing or business objectives.

Here’s how to craft an effective value proposition:

• Connect Assets to Outcomes: Don’t just state that a sponsor will get a logo on a banner. Frame it in terms of how that logo will reach 50,000 engaged event attendees, 30% of whom are in the sponsor’s target demographic.
• Quantify Benefits: Use data to make your case stronger. For example, explain that a sponsor’s branded content could generate an estimated 500,000 social media impressions, or a VIP experience could deliver direct access to 200 high-value potential clients.
• Solve Problems: Position your assets as solutions to the sponsor’s biggest challenges. For example, if a sponsor is struggling with brand trust or relevance, you could highlight how a partnership with your cause-driven event will position them as a leader in sustainability.
• Demonstrate Long-Term Value: Show that your sponsorship opportunity isn’t just a one-time event but can lead to long-term brand affinity, customer acquisition, or loyalty through ongoing engagement.

Ultimately, a strong value proposition answers the key question every sponsor has: “What’s in it for me?” The more clearly and compellingly you can demonstrate how your sponsorship helps them reach their goals, the more likely you are to close the deal.

Step 2: Build a Targeted Prospect List

Now that you’ve defined your assets and crafted compelling value propositions, the next step is identifying who to approach. Building a targeted prospect list is essential to ensuring your outreach efforts are focused on brands that will benefit most from your sponsorship offerings and align well with your audience. A well-researched, segmented list not only saves time and effort but also significantly increases your chances of landing high-value partnerships.

Let’s break down the key steps to building an effective sponsorship prospect list.

1. Research and Identify Potential Sponsors 

Begin by researching companies that have a natural fit with your event, platform, or audience. The goal is to find brands whose target markets, marketing goals, and values align closely with what you offer. Here are some strategies for identifying the right prospects:

• Look at Industry Verticals: Target brands that operate within industries closely related to your audience or event. For example, if you’re organizing a health and wellness event, look at companies in fitness, nutrition, and healthcare industries.
• Review Competitor Sponsorships: See which brands are sponsoring similar events or platforms. This can reveal companies that are actively investing in sponsorships and are familiar with the type of opportunity you offer.
• Search for Brands with Active Marketing Campaigns: Brands launching new products, entering new markets, or working on rebranding initiatives are often more open to sponsorship opportunities that can elevate their visibility.
• Explore Socially Conscious Brands: If your event or platform aligns with a social cause, seek out brands with a strong Corporate Social Responsibility (CSR) focus. These brands often seek partnerships that highlight their commitment to sustainability, diversity, or community support.

The key is to ensure that there’s a natural overlap between your audience and the brand’s target market. This alignment strengthens the case that your sponsorship can help them achieve their marketing goals.

2. Segment Your Prospect List 

To maximize your sponsorship efforts, segment your prospects based on fit and potential for success. This ensures you’re targeting the right brands with tailored outreach, leading to more efficient and impactful results.

• Right-to-Win Prospects: These are your top priority—brands with a strong audience overlap and a history of sponsorship investment in your industry. They see immediate value in your platform and require minimal persuasion. Focus on brands that have sponsored similar events or align with your core values.

• Ideal Prospects: Brands that aren’t an obvious fit but have the potential for strong partnerships. They may be entering new markets, launching products, or exploring sponsorships for the first time. Look for those with growth potential or shared marketing goals that resonate with your audience.

• Long-Shot Prospects: Aspirational brands or industry leaders that could elevate your event’s profile. They might require longer-term relationship building but offer significant upside if nurtured. Think of brands launching new initiatives where your platform could provide a unique advantage.

3. Be Aware of Key Prospecting Triggers 

Identifying key triggers can help you reach prospects at the right moment, increasing your chance of success. Keep an eye out for:

• New product launches: Brands will look for sponsorships to boost visibility.
• Company expansions: Entering new markets often requires increased brand awareness.
• Rebrands or marketing overhauls: Companies seeking to change their image may need fresh partnerships.
• CSR or social impact initiatives: Align your sponsorship with a brand’s new purpose-driven campaigns.
• Budget planning cycles: Contact decision-makers during annual planning or fiscal budget cycles when new opportunities are being considered.

By focusing on these triggers and aligning them with your prospect segments, you’ll approach the right brands at the perfect time.

4. Utilize Tools and Resources

To streamline the prospecting process, leverage technology and resources that help you build and manage your targeted list. Here are some recommended tools that can make the process faster, more accurate, and more efficient:

• Winmo: Winmo provides detailed insights into brands, decision-makers, and marketing campaigns, making it easier to identify companies with active advertising budgets and sponsorship history. What sets Winmo apart is its ability to track prospecting triggers—such as new campaigns, leadership changes, or company expansions—alerting you when a brand is likely to be seeking sponsorship opportunities. You can filter by industry, budget patterns, and audience demographics, helping you tailor your outreach to brands craving the exposure you provide.
• LinkedIn Sales Navigator: LinkedIn is an invaluable tool for sponsorship prospecting. With Sales Navigator, you can build advanced prospect lists by filtering companies based on industry, size, and geographic location. It’s also an excellent way to connect with decision-makers directly and track updates on brands you’re targeting.
• CRM Systems: Tools like HubSpot or Salesforce help you manage your outreach efforts, track interactions with prospects, and segment your lists effectively. CRMs are crucial for organizing follow-ups, avoiding redundancy, and keeping your sales pipeline moving smoothly.
• Google Alerts & Industry News: Setting up alerts for industry news and announcements can give you real-time insights into companies launching new campaigns, expanding their markets, or making changes to their sponsorship strategies. This can provide perfect timing for reaching out with a relevant proposal.

Step 3: Create a Winning Sponsorship Pitch

With your targeted prospect list ready, the next crucial step is crafting a personalized, compelling pitch that resonates with each potential sponsor. A well-crafted pitch not only communicates the value of your offering but positions you as a strategic partner who understands the sponsor’s unique goals. When done right, your pitch can turn an initial conversation into a long-term partnership.

1. Tailor Your Pitch to the Sponsor’s Goals 

The key to an effective sponsorship pitch is personalization. Generic pitches fall flat, but a tailored approach shows you’ve done your homework and understand the sponsor’s priorities. Here’s how to tailor your pitch to different sponsor goals:

• Boosting Brand Awareness: Emphasize high-visibility opportunities such as event naming rights, media exposure, or digital amplification. Use audience data to demonstrate the reach and demographic relevance of your platform.
• Engaging a New Audience: Highlight ways your sponsorship can give them direct access to a new market segment. For example, propose custom activations, VIP experiences, or content integration that will allow the brand to interact with your audience on a deeper level.
• Reinforcing Brand Values: If a sponsor wants to align with a cause (e.g., sustainability or diversity), show how your event or platform can help them enhance their brand story. Tie their Corporate Social Responsibility (CSR) goals directly to your sponsorship assets, like cause-related activations or partnerships with nonprofits.

By aligning your assets with the sponsor’s objectives, you demonstrate the tangible outcomes they can expect. Remember, personalization is what turns a generic pitch into a solution-oriented conversation.

2. Outline of a Winning Sponsorship Pitch

A strong sponsorship pitch should be clear, concise, and engaging, following this structure to maximize impact:

• Introduction: Start with a compelling introduction of your event or platform. Establish credibility by briefly highlighting past successes, key partnerships, or any impressive statistics that give context to the strength of your offering.
• Value Proposition: Clearly outline your unique assets and what makes them valuable to the sponsor. This could include audience reach, engagement metrics, or exclusivity. The focus should be on benefits—how your sponsorship delivers on their marketing goals, whether through visibility, engagement, or alignment with values.
• Brand Alignment: This is the most crucial part. Show exactly how your sponsorship opportunity supports their business goals. Use specific audience insights and market data to demonstrate why your event is the right match for their brand. For example: “Our audience is 70% millennial, with a strong focus on eco-conscious consumer behavior—perfectly aligning with your sustainability campaign.”
• Call to Action: End with a clear next step, whether it’s scheduling a follow-up meeting or offering to send a detailed proposal. Encourage engagement to keep the conversation moving forward.

Keep the pitch focused and concise—busy decision-makers don’t have time for fluff. A well-structured, to-the-point presentation is far more impactful than an overwhelming amount of information.

3. Engaging Presentations

A visually engaging presentation can set your pitch apart. People process visuals faster than text, so leveraging visual storytelling helps sponsors see the partnership’s potential. Here’s how to make your presentation memorable:

• Use Data-Driven Visuals: Incorporate charts, infographics, and audience data to back up your claims. For example, show engagement statistics from previous sponsors, ROI projections, or audience breakdowns to illustrate why your event is a smart investment.
• Case Studies: Include success stories or case studies from previous sponsors. A concrete example of how another brand benefited from a similar partnership can be very persuasive.
• Bring the Experience to Life: Use mock-ups of branded activations, event photos, or demo videos to help the sponsor visualize how their brand will be integrated. Whether it’s digital ads, on-site branding, or product sampling, visually showing the potential impact makes it more tangible.
• Interactive Elements: Where possible, incorporate interactive elements—like clickable elements in a PDF, or live demos in your presentation. This keeps the sponsor engaged and creates a more dynamic, memorable experience.

Finally, make sure the presentation is polished and professional. Use clean design, clear typography, and a logical flow. The easier it is to follow, the more likely it is to hold the sponsor’s attention.

Step 4: Reach Out and Start the Conversation

With your targeted list in place and a well-crafted pitch, the next step is taking action by reaching out to potential sponsors. No matter how strong your offering is, success hinges on making the initial contact count and maintaining momentum through thoughtful follow-ups. Here’s how to approach this crucial stage effectively.

1. Strategies for Initial Outreach 

The way you initiate contact can significantly impact the success of your conversation. Selecting the right outreach method is key to getting a response and setting the right tone. Common approaches include:

• Cold Emails: These work well for introducing yourself and your offer in a concise, targeted message. Be direct, but personalize each email so it doesn’t feel generic.
• Warm Introductions & Social Touchpoints: Leverage mutual connections or industry contacts to facilitate an introduction. This instantly builds credibility and increases your chances of a positive response.
• Direct Phone Calls: A more personal approach that can lead to faster engagement. A well-timed, professional call shows you’re serious about forming a partnership and can stand out in today’s digital world.
  

2. Craft a Personalized Outreach Message 

Your outreach message should be tailored to each prospect and designed to grab attention. Focus on personalization by referencing their company’s recent achievements, sponsorship activity, or brand goals. Show that you’ve done your homework.

Keep the message concise but impactful. Lead with the value you’re offering, explaining how your sponsorship opportunity helps them achieve their goals, rather than focusing on what you’re looking for. The objective is to spark enough interest to move to the next step—scheduling a meeting or deeper conversation.

3. Follow-Up Strategies 

Persistence is key when it comes to follow-ups. If your initial outreach doesn’t get a response, don’t let silence stop you. Timing matters—follow up within a few days of your first message, and if you don’t hear back, try again after a week or two.

Be consistent without being pushy. Vary your follow-up methods—such as sending a follow-up email after a phone call or leaving a voicemail. This keeps the conversation moving without overwhelming the prospect. The goal is to show you’re committed to building a partnership while staying on their radar. At Catapult, our outsourced business development advisors often send emails with category insights to educate prospects, to provide “gives” alongside “asks.”

Step 5: Negotiation and Closing the Deal

Step 5 is where all your efforts start to pay off. This step is crucial because it’s not just about securing the deal but also ensuring that both parties get value from the partnership. Successful negotiation builds trust and sets the foundation for a long-term relationship. Let’s break down how to navigate this stage effectively.

1. How to Handle Negotiations 

Negotiation is about creating a win-win situation. Be clear on the value you bring and what you expect in return, but stay flexible to adapt to the sponsor’s unique needs. Here’s how to ensure successful negotiations:

• Know Your Value: Be ready to clearly articulate what makes your sponsorship opportunity valuable. Whether it’s the audience reach, engagement potential, or brand alignment, have data on hand to back up your claims. This builds credibility and trust.
• Flexibility is Key: While you want to hold firm on the core value of your offer, be open to adjusting deliverables or pricing to meet the sponsor’s specific needs. This could mean tweaking the package to better fit their goals, offering add-ons, or structuring payment plans.
• Focus on Long-Term Potential: Don’t approach the deal as a one-time transaction. Emphasize the possibility of an ongoing partnership and suggest ways to extend value beyond the initial deal. This could be through year-round engagement or exclusive renewal options.
  

2. Common Objections

During negotiations, sponsors may raise objections. Here’s how to address the most common ones:

• Budget Concerns: If the sponsor feels the price is too high, focus on the ROI and offer flexible solutions, such as scaling down the package, offering different tiers, or creating payment plans to spread out the cost.
• Uncertain ROI: Sponsors may worry about whether they’ll see measurable results. Provide case studies, testimonials, or data from previous partnerships to demonstrate the success of your offering. Sharing real-life examples of similar sponsors’ outcomes can alleviate their concerns.
• Timing Issues: If a sponsor says the timing isn’t right, propose flexible options like a phased partnership (starting smaller now with the option to scale) or securing a spot for future events, giving them more time to plan and allocate budget.
• Internal Approval Delays: Sometimes sponsors need internal buy-in from other teams. Offer to provide additional materials—like a brief case study or an executive summary—to help them pitch the opportunity internally. Be patient but persistent.
  

3. Key Elements to Include in Your Contract

Once you’ve aligned on the terms, formalize everything in a contract to avoid misunderstandings and protect both parties. Here are the essentials to include:

• Deliverables: Clearly define what you will provide, such as media exposure, branding opportunities, or event access. List all the agreed-upon deliverables to ensure expectations are aligned.
• Timelines: Set specific deadlines for each phase of the sponsorship, including promotional activities, content delivery, and event dates. This keeps the partnership on track and avoids last-minute surprises.
• Metrics for Success: Agree on measurable goals that track the success of the sponsorship. These could include audience reach, media impressions, lead generation, or engagement metrics. Both parties should know how success will be evaluated.
• Payment Terms: Outline the payment structure, including amounts, due dates, and any flexibility offered, such as installment plans. Transparency here ensures smoother financial arrangements.
• Exit Clauses: Protect both sides by including clear termination terms. This could cover things like event cancellation, unforeseen circumstances, or non-performance issues, providing a safety net for both parties.

Being thorough during this step ensures both you and the sponsor are on the same page and sets the stage for a successful, long-term partnership. By addressing objections, staying flexible in negotiations, and formalizing everything in the contract, you build a partnership based on trust, value, and mutual success.

Step 6: Deliver on Your Promises

Delivering on your promises is essential to building lasting relationships with sponsors. This stage is where trust is solidified and future opportunities are created. Meeting (or exceeding) expectations ensures long-term partnerships and continued growth.

1. Execution and Fulfillment

To maintain credibility and deliver on your commitments:

• Project Management: Use tools like Asana or Trello to track deliverables and timelines, ensuring everything stays on schedule.
• Clear Communication: Keep sponsors updated with regular check-ins and progress reports to avoid misunderstandings.
• Flexibility: If challenges arise, adapt quickly and offer solutions that still meet the sponsor’s goals.
  

2. Proving Value and ROI

Proving the value of the sponsorship is key to securing future deals:

• Post-Sponsorship Reports: Provide data-driven insights (e.g., audience reach, media impressions, and engagement metrics) to demonstrate success.
• Tangible Results: Use metrics like lead generation or media coverage to show the direct impact on their business.
• Exceed Expectations: Whenever possible, deliver beyond the agreed-upon goals to leave a lasting impression.
  

3. Nurturing the Relationship

• Post-Event Check-In: Schedule a meeting to review results and discuss improvements for future partnerships.
• Continuous Engagement: Keep in touch with relevant industry insights and potential future opportunities to stay top of mind.

By delivering on your promises and proving value, you create the foundation for long-term partnerships and ongoing growth.

Step 7: Measure Success and Optimize

Once you’ve delivered on your promises, the final step is to measure success and continuously optimize for future sponsorship efforts. This step is critical in tracking performance, gathering insights, and refining your approach for better results over time. By analyzing data and sponsor feedback, you can strengthen your sponsorship strategies and position yourself as a valuable, long-term partner.

1. Key Metrics to Track 

To measure the effectiveness of your sponsorship efforts, focus on these essential metrics:

• Revenue: Track total sponsorship income, growth over time, and ROI for each deal. Understanding which sponsorship packages drive the most revenue helps optimize your offerings.
• Repeat Sponsorships: The number of sponsors that return is a clear indicator of satisfaction and long-term potential. High retention rates show that sponsors see value in continued partnerships.
• Engagement Metrics: Measure audience reach, media impressions, social media activity, and the overall impact on brand visibility. These metrics show sponsors how well their message resonated with your audience and can guide future improvements.
  

2. Gathering Feedback 

Collecting direct feedback from sponsors helps you refine your sponsorship packages and sales process:

• Sponsor Surveys: Regularly survey sponsors after the event or campaign. Ask about their overall experience, the effectiveness of deliverables, and the outcomes they achieved.
• Identify Pain Points: Look for common suggestions or areas where expectations weren’t fully met. Addressing these issues can enhance your sponsorship packages and make future deals more attractive.

Sponsor feedback not only helps you improve but also shows that you’re committed to evolving the partnership for mutual benefit.

3. Leveraging Data

Data is your most powerful asset for refining your sponsorship strategy. Use it to:

• Spot Trends: Identify patterns in which industries or sponsorship types generate the most interest or highest returns. This can guide you in targeting the most lucrative markets or tailoring packages to specific sponsor needs.
• Refine Sales Processes: Analyze your sales pipeline to pinpoint bottlenecks or stages where deals often stall. This insight helps streamline your approach and make it more efficient.
• Tailor Offerings: Based on past performance, adjust your packages to better align with sponsor priorities. For example, if sponsors in a specific industry see high engagement with digital content, expand your digital offerings in future pitches.

Get Ahead with Proactive Sponsorship Sales

To stay competitive and build lasting partnerships, proactive sponsorship sales are essential. From delivering on your promises to measuring success and optimizing your strategy, each step plays a vital role in driving sustainable growth. 

But staffing an in-house sponsorship team isn’t always feasible. You need results– a strong pipeline, strategic outreach, and effective partnerships—but without the time, budget, or resources required to scale internally.

That’s where Catapult comes in. 

At Catapult, we specialize in outsourced business development for agencies, media, adtech, and sponsorship sales. Our team of experts can help you build and manage your sponsorship pipeline without the overhead of hiring and training an internal team. We bring the tools, insights, and experience needed to generate leads, accelerate your sales process, and secure high-value sponsorships that align with your business goals. Contact us to learn more.

As agencies face economic uncertainty and evolving consumer behaviors, building a reliable pipeline and securing new business is more complex than ever. Forecasting feels uncertain amid challenges like client ghosting and limited large-budget opportunities, making it clear that staying competitive requires fresh, innovative approaches.

Today’s business development efforts focus on authentic relationships and delivering value over hard sales, all while balancing tighter budgets and scalable strategies. In this shifting landscape, attending industry events is critical—they offer actionable insights, tools, and connections to overcome challenges and drive growth.

This guide highlights the top events agency leaders should prioritize to navigate these complexities, strengthen their pipeline, and position themselves for success in the year ahead.

2025 Agency Events at a Glance

Event Name	Best For	Date	Location
ANA Creator Marketing Conference	Exploring the booming creator economy	Jan 29-30	Virtual
Ad Age Super Bowl Playbook	Gaining insights into high-stakes campaign strategies	Feb 4	Virtual
4A’s Decisions 2025	Merging creativity and data to drive agency innovation	Feb 12	Atlanta, GA
Ad Age NextGen Marketing Summit	Engaging Gen Z, DTC marketing, and the creator economy	Mar 4-6	New York, NY
ANA Advertising Financial Management Conference	Aligning with marketing procurement and finance priorities	Apr 27-30	Carlsbad, CA & Virtual
Digiday Programmatic Marketing Summit	Exploring the future of programmatic advertising	May 5-7	Palm Springs, CA
Mirren Live: New Business Conference	Unlocking strategies for agency growth	May 7-8	New York, NY & Virtual
Gartner Marketing Symposium/Xpo™	Connecting with CMOs and understanding client priorities	Jun 2-4	Denver, CO
Ad Age Small Agency Conference & Awards	Strategies for independent agencies	Jul 22-23	Toronto, Canada
ANA Measurement & Analytics Conference	Leveraging analytics for campaign success	Sep 8-10	Chicago, IL & Virtual
ANA Multicultural Marketing & Diversity Conference	Advancing diversity and multicultural marketing	Oct 6-8	Carlsbad, CA
ANA Masters of Marketing Conference	Engaging with top marketers and client-side priorities	Oct 21-24	Orlando, FL & Virtual
Brandweek	Rethinking brand strategy and cultural relevance	November, TBD	Location TBD
Ad Age Emerging Tech Summit	Exploring AI, mixed-reality, and data-driven marketing	November, TBD	New York, NY

2025 Q1 Agency Events: January – March

As the year begins, Q1 events offer a crucial chance for agencies to regroup, recharge, and refocus their strategies. These events are more than just an opportunity to network—they’re where agencies can find early solutions to the challenges that will shape the year, like building a sustainable pipeline and navigating an increasingly unpredictable business landscape.

Whether you’re looking to gain fresh insights on creative strategies or connect with potential partners, Q1 events provide a launchpad for the months ahead. Let’s explore what each of these key events has to offer:

1. ANA Creator Marketing Conference 

January 29-30 | Virtual

The creator economy is on track to hit $500 billion by 2025, making it one of the fastest-growing sectors in marketing. The ANA Creator Marketing Conference (January 29-30, 2025) is a valuable opportunity for marketers and agencies to stay ahead of this rapidly evolving space. This virtual event brings together industry leaders, innovators, and brands at the forefront of influencer and creator marketing to explore the latest trends, technologies, and strategies shaping the industry.

Here are three key reasons why agency leaders should attend:

• Tap Into a Booming Market: With brands across every vertical investing in creators to connect authentically with audiences, the creator economy is transforming how businesses engage consumers. For agencies, this presents new opportunities to develop services, strategies, and partnerships tailored to this thriving market. Attending the conference provides agency leaders with insights on how top brands are leveraging creator marketing to fuel growth—knowledge that can inform pitches and help better serve clients. 
• Build Relationships with Decision-Makers: The conference attracts marketers leading innovative creator marketing programs, giving agency leaders direct access to potential clients and collaborators. It’s an opportunity to understand the needs of decision-makers, engage in meaningful conversations, and start building relationships that could lead to future opportunities. The virtual format enhances accessibility, with tools like chatrooms and Q&A sessions to facilitate networking. 
• Learn from Industry-Leading Case Studies: Featuring case studies and trend analysis from brands at the forefront of creator marketing, the event offers valuable, actionable takeaways. These insights can help agency leaders refine creative approaches, develop new offerings, and position their organizations as experts in a highly competitive landscape.

By attending the ANA Creator Marketing Conference, agency leaders can strengthen their understanding of the creator economy, expand their networks, and unlock new business opportunities in one of marketing’s fastest-growing spaces.

2. Ad Age Super Bowl Playbook

February 4, 2025 |  Virtual

The Super Bowl is more than just a football game—it’s the biggest stage for advertising, where brands roll out their most ambitious and creative campaigns to captivate millions. The 2025 Ad Age Super Bowl Playbook (February 4, 2025) offers agency leaders a behind-the-scenes look at the commercials that will dominate conversations and shape marketing trends for the year ahead. This virtual event gathers top brand leaders, agency executives, and talent to unpack the strategies behind these iconic campaigns.

Here’s why agency leaders should make this event a priority:

• Exclusive Insights Into High-Stakes Campaigns: Super Bowl ads represent the pinnacle of bold, high-impact creative work. At this event, attendees will hear directly from the teams behind these ads, learning about the strategies, challenges, and innovations that drive their success. For agency leaders, these insights are a goldmine of inspiration and ideas to refine your own client strategies and craft standout campaigns. 
• Connect with Industry Trailblazers: The event brings together some of the most influential figures in advertising—brand decision-makers, top creatives, and production talent—offering agency leaders a rare opportunity to engage with industry leaders. Whether you’re exploring new partnerships or looking to grow your agency’s profile, this event is an ideal platform to connect with key players in the business. 
• Stay Ahead of Trends That Shape the Year: Super Bowl commercials set the tone for creative and cultural trends that resonate far beyond game day. By attending, agency leaders can gain early access to the ideas and themes that will influence consumer behavior, helping you pitch ahead of the curve and position your agency as forward-thinking and innovative.

The Ad Age Super Bowl Playbook is an opportunity to understand the mindset of top-tier marketers, build relationships with industry leaders, and prepare your agency to meet the creative and strategic demands of the year ahead. 

3.  4A’s Decisions 2025  

February 12, 2025 | Atlanta, GA

In a field increasingly shaped by technology, creativity remains a critical differentiator for agencies. The Decisions 2025 Conference explores the intersection of creativity and technology under the theme “Data Informs, Creativity Delivers.” Taking place in Atlanta—a city known for its vibrant creative community and thriving tech ecosystem—the event provides a unique opportunity for adtech and martech professionals to understand how creativity is driving the future of marketing and agency operations.

Here’s why agency leaders should attend:

• Harness Data to Drive Creativity: The conference offers valuable insights into how data can enhance creative innovation. Sessions will cover practical approaches to using technology as a tool to support, rather than overshadow, human creativity. These strategies can help agency leaders develop impactful, data-informed campaigns for their clients. 
• Build Agile and Adaptable Teams: With the pace of change accelerating, agencies need to stay agile. The event features discussions on how to build adaptable and collaborative teams that can respond to shifting industry demands while maintaining a focus on creative excellence. 
• Navigate the Convergence of Media, Technology, and Creativity: The merging of media, technology, and creativity is reshaping the marketing landscape. Attendees will learn from case studies and panels that explore real-world examples of innovation, offering actionable ideas for shaping their own strategies.

Decisions 2025 is an opportunity for agency leaders to explore how creativity can be a core competency in every aspect of their operations while connecting with peers and industry pioneers. This conference will help attendees navigate a tech-driven future without losing sight of creativity’s essential role.

4. Ad Age NextGen Marketing Summit

March 4-6, 2025 | New York, NY

Taking place March 4-6, 2025, in New York City, the Ad Age NextGen Marketing Summit is a three-day immersive event designed to help marketing professionals navigate the rapidly evolving landscape of 2025. Focused on Gen Z, direct-to-consumer (DTC) marketing, and the creator economy, this event is ideal for CMOs, brand strategists, agency leaders, and social marketers seeking actionable strategies to engage hard-to-reach audiences authentically.

Here’s why agency leaders should attend:

• Deepen Your Understanding of Gen Z: The summit’s first day is dedicated to understanding Gen Z—a demographic shaping the future of marketing with their unique behaviors, preferences, and values. Agency leaders will gain insights into this generation’s mindset and discover strategies for building campaigns that resonate with these highly coveted consumers.

• Learn from Direct-to-Consumer Success Stories: Day 2 focuses on DTC brands, which have built strong connections within youth culture through innovative, authentic, and often unconventional approaches. For agency leaders, this is an opportunity to explore how these brands have mastered storytelling, customer loyalty, and direct engagement—lessons that can be applied to clients across industries.

• Navigate the Creator Economy’s Impact on Marketing: The final day of the summit dives into the creator economy, examining the pivotal role of creators and influencers in today’s marketing strategies. Agency leaders will leave with a better understanding of how to incorporate creators into campaigns effectively, positioning themselves as forward-thinking partners for brands looking to leverage this powerful space.

The Ad Age NextGen Marketing Summit offers agency leaders a comprehensive look at the trends and tactics shaping marketing in 2025. By attending, you’ll gain actionable insights to help your clients succeed in a competitive landscape while connecting with peers and pioneers at the forefront of the industry.

2025 Q2 Agency Events: April – June

As we move into Q2, the focus shifts from setting the foundation to executing the strategies that will drive mid-year growth. This is the time for agencies to fine-tune their goals, ensure their plans are on track, and adapt to the fast-evolving industry landscape. Q2 events are critical for staying ahead of key trends, learning about the latest innovations, and uncovering fresh opportunities for growth.

These events offer valuable insights and networking opportunities that help agencies recalibrate for success, ensuring they maintain momentum and stay competitive through the rest of the year.

1. ANA Advertising Financial Management Conference 

April, 27-30, 2025 | Carlsbad, CA & Virtual

The ANA Advertising Financial Management Conference is a unique event that bridges the gap between client-side marketing procurement and financial professionals and agency-side chief financial and revenue officers. This conference offers a focused environment for leaders to engage in meaningful discussions, build connections, and explore strategies for driving financial and operational value in the advertising industry.

Here’s why agency leaders should attend:

• Engage with Key Decision-Makers Across Procurement and Finance: The conference offers unparalleled networking opportunities with marketing procurement and financial professionals from the client-side. For agency leaders, this is a chance to engage with stakeholders responsible for budget decisions, procurement strategies, and supplier relationships, building partnerships that can lead to long-term collaborations. 
• Explore Industry Trends and Critical Challenges: Attendees will participate in discussions on pressing topics like sustainability, supplier diversity, and economic outlooks. These nuanced conversations provide valuable insights into how financial management practices are evolving and how agencies can align with client priorities to create more value-driven partnerships. 
• Gain Actionable Insights from Industry Thought Leaders: The event brings together both client-side and agency-side leaders for thought-provoking sessions focused on financial management strategies, the state of the industry, and actionable takeaways. Agency leaders will leave equipped with ideas to strengthen their financial processes and improve collaboration with client procurement teams.

The ANA Advertising Financial Management Conference is an essential event for agency leaders looking to foster stronger client relationships, understand procurement priorities, and adapt to the financial trends shaping the industry’s future.

2. Digiday Programmatic Marketing Summit 

May 5-7, 2025 | Palm Springs, CA

The Digiday Programmatic Marketing Summit is a key event for brand and agency executives navigating the complexities of programmatic advertising. As the future of programmatic remains in flux, this summit provides an essential opportunity to explore cutting-edge strategies, address industry challenges, and connect with technology innovators.

Here’s why agency leaders should attend:

• Navigate Emerging Trends in Programmatic Advertising: The summit offers deep dives into critical topics, including privacy regulations, contextual targeting, and supply chain optimization. With advancements like Programmatic 3.0 emphasizing transparency and performance metrics, agency leaders will gain actionable insights to refine their strategies and better serve their clients. 
• Engage in Collaborative Problem-Solving: Beyond the main stage presentations, the summit features town halls and one-on-one meetings designed to foster collaboration. Agency leaders can discuss shared challenges with peers, explore innovative solutions, and connect with vendors offering cutting-edge technology tailored to programmatic advertising. 
• Gain a Competitive Edge Through Expert Insights: With industry-leading speakers and in-depth sessions, this event equips attendees with the knowledge needed to stay ahead in the rapidly evolving world of programmatic marketing. The practical takeaways from the summit will empower agency leaders to position themselves as trusted advisors to clients seeking transparency and performance in their campaigns.

The Digiday Programmatic Marketing Summit is an invaluable opportunity for agency leaders to strengthen their expertise, expand their networks, and drive success in the dynamic landscape of programmatic advertising.

3. Mirren Live: New Business Conference 

May 7-8, 2025 | New York, NY & Virtual

Returning to New York this May, Mirren Live 2025 offers a powerful lineup of 60 industry innovators presenting 35 sessions focused on driving agency growth. This event is designed for agency management teams, operations leads, senior client leads, and pitch teams—those responsible for leading innovation and growth within their organizations.

Here’s why agency leaders should make this a priority:

• Unlock Strategies for New Business and Organic Growth: Mirren Live focuses on two critical areas of growth: securing new clients and maximizing value from existing relationships. Agency leaders will gain actionable insights on how to fine-tune pitches, strengthen client partnerships, and position their agencies for long-term success in an evolving marketplace. 
• Explore New Revenue Streams and Capabilities: Learn from innovators both inside and outside the industry as they reveal strategies for diversifying agency offerings. From creating new capabilities to integrating cutting-edge technologies and AI, these sessions will equip agency leaders with tools to develop competitive, future-ready services. 
• Streamline Operations for Greater Efficiency: Operational efficiency is a key pillar of the event, with sessions dedicated to using technology and AI to accelerate workflows and improve team performance. Agency leaders can expect actionable ideas to enhance productivity and drive more impactful results for their clients.

Mirren Live is an essential event for agency leaders committed to staying ahead of industry trends and fostering sustainable growth. By attending, you’ll gain forward-thinking strategies and connect with peers and experts who share a vision for innovation and success.

4. Gartner Marketing Symposium/Xpo

June 2-4, 2025 | Denver, CO

The Gartner Marketing Symposium/Xpo™ is renowned as the premier gathering of CMOs and marketing executives, offering agency leaders a unique opportunity to connect with decision-makers, gain insights into their priorities, and position their agencies as strategic partners. This event provides actionable research, expert-led sessions, and invaluable networking opportunities, making it an essential stop for any agency leader focused on new business development.

Here’s why agency leaders should attend:

• Engage Directly with CMOs and Marketing Executives: The Symposium attracts a high concentration of marketing decision-makers, making it a prime opportunity for agency leaders to connect with CMOs, understand their challenges, and position their agency’s expertise as part of the solution. With networking prioritized throughout the event, it’s an ideal setting to build relationships that can lead to new business opportunities. 
• Understand CMO Priorities and Validate Strategies: Sessions focus on the key challenges CMOs are facing, from managing budget pressures to unlocking the full potential of data and enhancing customer experiences. Agency leaders can gain a first-hand understanding of client-side priorities, enabling them to tailor their pitches and service offerings to address these critical needs. 
• Showcase Your Agency’s Value in High-Demand Areas: The Symposium’s focus on data-driven marketing, customer experience, and operational efficiency aligns with areas where agencies can deliver significant impact. Attending gives agency leaders insights into the specific solutions CMOs are seeking, allowing you to better position your agency as a partner that drives measurable results.

By attending the Gartner Marketing Symposium/Xpo™, agency leaders not only gain actionable insights into the latest marketing trends but also access a network of influential CMOs and executives. This event is an unmatched opportunity to strengthen your understanding of client needs, position your agency’s value, and unlock new business opportunities.

2025 Q3 Agency Events: July – September

As agencies push through the year’s second half, Q3 presents a pivotal opportunity to fine-tune strategies and make critical adjustments. With mid-year plans already in motion, attending Q3 events allows agencies to stay agile, ensuring they remain competitive and responsive to emerging trends. This period is crucial for those looking to optimize their efforts, refine tactics, and position themselves for a strong year-end finish.

For agencies aiming to finish 2025 on a high note, Q3 is the time to recalibrate, capitalize on new opportunities, and set the stage for success in the final quarter.

1. Ad Age Small Agency Conference & Awards

July 22-23, 2025 | Toronto, Canada

The Ad Age Small Agency Conference & Awards is the only industry event tailored exclusively to the needs of small, independent agencies. Taking place July 22-23, 2025, in Toronto, this two-day event offers workshops, case studies, and candid conversations designed to help small agencies thrive in a competitive landscape. For agency leaders, this is a chance to gain insights, connect with peers, and celebrate the creative excellence of the small agency community.

Here’s why small agency leaders should attend:

• Learn Strategies for Building a Resilient and Sustainable Business: The conference focuses on the unique challenges and opportunities faced by independent agencies. From financial health to operational efficiency, sessions provide actionable insights to help leaders create sustainable growth while fostering a diverse and rewarding workplace culture. 
• Gain Inspiration from Case Studies and Workshops: Attendees will dive into real-world examples of small agencies creating impactful work for their clients. These workshops and case studies provide practical takeaways that agency leaders can apply to their own teams to improve creativity, strategy, and client relationships. 
• Connect with Like-Minded Peers and Celebrate Excellence: The event culminates in the Small Agency Awards, which recognize outstanding creative work and business achievements by independent shops. Even if you’re not entering the awards, the event provides a valuable opportunity to network with other agency leaders who understand the unique dynamics of running a small agency.

The Ad Age Small Agency Conference & Awards is a community. For small agency leaders, it’s an opportunity to learn, connect, and celebrate what makes independent shops essential to the marketing landscape.

2. ANA Masters of Measurement & Analytics 

September 8-10, 2025 | Chicago, IL & Virtual 

The 2025 ANA Measurement & Analytics Conference is an essential event for agency leaders looking to stay ahead in the evolving world of marketing measurement. This conference focuses on the transformative forces shaping the measurement industry and how marketers are using these changes to inform better decision-making and drive growth.

Here’s why agency leaders should consider attending:

• Understand the Changing Landscape of Measurement: The conference provides insights into the latest shifts in measurement and analytics, including emerging tools, methodologies, and frameworks. Agency leaders will gain a deeper understanding of how these changes impact campaign performance, allowing them to better support clients in achieving their goals. 
• Learn How to Leverage Data for Growth: Sessions will explore how marketers are using measurement advancements to drive smarter decision-making and achieve measurable growth. Agency leaders can take away actionable strategies to refine their own approaches to data-driven marketing and help clients optimize their investments. 
• Position Your Agency as a Strategic Partner: Staying at the forefront of measurement trends positions agencies as valuable partners to clients navigating complex marketing challenges. Attending this conference equips agency leaders with the knowledge and tools to offer insights and solutions that deliver measurable results.

For agency leaders committed to delivering value through data and analytics, the 2025 ANA Measurement & Analytics Conference is a critical opportunity to deepen expertise, gain actionable strategies, and strengthen client relationships.

2025 Q4 Agency Events: October – December

As the year winds down, Q4 events are essential for agencies looking to assess their performance and set the stage for a strong start in 2025. These events offer a prime opportunity to reflect on what worked, identify areas for improvement, and gain insights into the latest industry trends that will shape the upcoming year.

By attending Q4 events, agencies can connect with influential leaders, explore innovative solutions, and refine strategies that drive growth and strengthen client relationships. It’s the perfect time to gather fresh perspectives, recalibrate, and ensure your agency is well-positioned to hit the ground running in the new year.

1. 2025 ANA Multicultural Marketing & Diversity Conference

Oct 6-8, 2025 | Carlsbad, CA

Multicultural marketing is a necessity in today’s increasingly diverse marketplace. According to Marc Pritchard, Chief Brand Officer of P&G and ANA Chairman, this conference is “the most important marketing conference in the industry” because multicultural marketing is the biggest growth opportunity for brands. The 2025 ANA Multicultural Marketing & Diversity Conference is a critical event for agency leaders committed to driving meaningful growth through diversity-focused marketing strategies.

Here’s why agency leaders should attend:

• Understand the Imperative of Multicultural Marketing: The latest Census results reveal that the U.S. is more diverse than ever, with the multicultural population now exceeding 42%. Sessions will delve into strategies to connect with diverse audiences by addressing ethnicity, language, traditions, and more—key insights that agency leaders can use to guide their clients toward more inclusive and impactful campaigns. 
• Learn From Industry Leaders and Innovators: The conference brings together top client-side professionals and thought leaders who are advancing multicultural marketing initiatives. Agency leaders will gain actionable insights and hear about successful case studies, helping them tailor their offerings to better meet the needs of multicultural audiences. 
• Position Your Agency as a Leader in Diversity and Inclusion: As multicultural marketing becomes mainstream marketing, agencies that excel in this space will stand out as indispensable partners. Attending this conference equips agency leaders with the expertise, trends, and tools to demonstrate their commitment to driving growth through inclusive marketing practices.

The 2025 ANA Multicultural Marketing & Diversity Conference is an essential opportunity for agency leaders to engage with peers, learn from trailblazers, and lead their organizations in advancing diversity and inclusion initiatives that align with business growth.

2. ANA Masters of Marketing 

October 21-24, 205 | Orlando, FL & Virtual

The ANA Masters of Marketing Conference is a pivotal event where marketing visionaries and leaders come together to define the future of the industry. For agency leaders, this gathering provides an unmatched opportunity to understand the priorities of top marketers, position your agency as a trusted partner, and uncover new opportunities for collaboration.

Here’s why agency leaders should attend:

• Understand Client-Side Priorities to Better Align Your Offerings: This event goes beyond high-level discussions, diving into the pressing challenges faced by CMOs and marketing executives today. Agency leaders will leave with insights into emerging trends, allowing them to tailor their strategies and solutions to the real needs of clients, making pitches more relevant and compelling. 
• Spot Emerging Opportunities for Collaboration: As the conference emphasizes collaboration across the marketing ecosystem, it’s a rare opportunity to hear firsthand from decision-makers about where they see gaps and opportunities for innovation. For agency leaders, this intelligence is invaluable when crafting new services or refining current offerings to meet those needs. 
• Expand Your Network with Influential Marketers: The event brings together top-tier marketing leaders, offering agency executives the chance to connect directly with decision-makers in an environment that fosters meaningful conversations. Building these relationships isn’t just about networking—it’s about gaining a seat at the table for future opportunities.

The ANA Masters of Marketing Conference is a critical opportunity for agency leaders to gain insights, forge relationships, and position their agencies to capitalize on new business opportunities in an ever-evolving industry.

2. Brandweek 

November, Date TBD | Location TBD

Brandweek, the leading brand-strategy conference, offers agency leaders an unparalleled opportunity to rethink traditional approaches to brand building and engage with top marketing minds shaping the future of the industry. This four-day event is more than just a conference—it’s a space to uncover actionable insights, forge meaningful connections, and position your agency as a strategic partner in redefining what’s possible for brands.

Here’s why agency leaders should attend:

• Challenge Conventional Thinking in Brand Strategy: With sessions focused on breaking free from entrenched dynamics, agency leaders will gain fresh perspectives on what’s working in brand building and what needs to change. By exploring real-world case studies and innovative strategies, attendees can bring new ideas to the table for their clients, helping to set their agency apart in a crowded market. 
• Understand the Intersection of Brands and Culture: Brandweek dives deep into how brands drive cultural shifts and connect with communities through shared values. For agency leaders, this is an opportunity to refine their understanding of cultural relevance and learn how to craft strategies that resonate with audiences on a deeper level, creating lasting impact for clients. 
• Network with Industry and Cultural Power Players: The conference provides access to marketing leaders, brand strategists, and influential voices shaping the industry. For agency leaders, these connections can lead to new business opportunities, collaborations, and insights into the evolving priorities of decision-makers in the brand space.

Attending Brandweek equips agency leaders with the inspiration, tools, and relationships needed to drive brand innovation and foster growth for their clients and teams. It’s a must-attend for those committed to staying ahead in the business of brands.

3. Ad Age Emerging Tech Summit

November, Date TBD  | New York, NY

The Ad Age Emerging Tech Summit offers agency leaders an essential opportunity to explore the cutting-edge technologies transforming the marketing landscape. From AI and mixed-reality to data-powered marketing, this event provides insights into how these advancements are reshaping how brands engage with consumers. For agency leaders, it’s a chance to stay ahead of trends, connect with forward-thinking decision-makers, and position your agency as a technology-savvy partner.

Here’s why agency leaders should attend:

• Explore the Latest in Marketing Technology: Sessions will cover innovations like AI, mixed reality, and advanced data applications that are redefining advertising. Agency leaders will gain actionable insights into how these technologies can be leveraged to enhance creative strategies, improve campaign performance, and offer clients forward-looking solutions. 
• Connect with Decision-Makers at the Intersection of Tech and Marketing: The summit attracts CMOs, brand managers, technologists, and strategists eager to embrace emerging tools. Agency leaders can engage directly with these decision-makers, showcasing how their expertise aligns with the priorities of brands looking to innovate. 
• Position Your Agency as a Leader in Emerging Tech: Attending this event demonstrates a commitment to staying ahead of industry advancements. By learning how technology is shaping consumer engagement, agency leaders can refine their offerings, pitch more compelling ideas, and stand out as trusted partners for brands navigating the tech-driven future.

The Ad Age Emerging Tech Summit is great for agency leaders focused on understanding and harnessing the power of emerging technologies to deliver meaningful results for their clients.

Conclusion: The Must-Attend Events for Agencies in 2025

Attending conferences, summits, and workshops is an excellent way to stay informed, build your network, and gain insights from industry leaders. These events can spark inspiration and help your team align with the latest trends—but they shouldn’t be your only strategy for new business growth.

But the truth is, relying solely on networking and event attendance isn’t enough to build a consistent, scalable pipeline for your agency. Agencies need a proactive approach to new business development—one that identifies and pursues opportunities with the right prospects at the right time.

That’s where Catapult comes in. As your “done for you” growth partner, we take the guesswork out of business development. From pinpointing your ideal prospects to executing targeted outreach and building the relationships that matter, our team works to ensure your agency is always positioned for growth.

While events are a great supplement, Catapult delivers the consistency and focus your agency needs to turn opportunities into long-term partnerships. Ready to transform your new business efforts? Contact us to learn more today.

As a marketing agency, you know you’re capable of delivering exceptional results for your clients. Yet, one of the biggest challenges is landing new contracts and expanding your client base. 

To secure new business, it’s essential to pitch your agency effectively, and that’s where a strong capabilities presentation comes in. A well-crafted agency capabilities deck not only highlights your unique services and expertise but also showcases how you can elevate a potential client’s business. 

It gives prospects a clear picture of what sets your agency apart and why you’re the right choice to meet their needs. Whether you’re meeting with a new client, delivering a pitch, or responding to an RFP, a capabilities deck is a vital tool for demonstrating your value and building trust. 

Not sure what to include? Let’s explore the key components that make a marketing capabilities presentation a successful sales tool.

What Is an Agency Capabilities Deck and Why Do You Need One?

An agency capabilities deck is a concise, strategic overview of your agency’s services, expertise, and proven success. It serves as the “north star” for showcasing what your agency can deliver, how you deliver it, and why potential clients should choose to work with you. 

By summarizing your key offerings and highlighting relevant case studies, it provides a clear picture of your strengths and positions your agency as the ideal partner to address client needs and drive results.

Why Are Agency Capabilities Deck Important?

When executed well, a capabilities presentation can offer a significant competitive edge. However, if not crafted carefully, it can come across as a lengthy, uninspiring sales pitch that’s easy for prospects to overlook. 

Having a strong agency capes deck provides your agency the opportunity to:

1. Gain Credibility 

By presenting a well-crafted capabilities deck, you not only showcase your expertise and services but also demonstrate your commitment to transparency and client success. Trust forms the foundation of any effective partnership, and when clients see that you prioritize their needs and understand their challenges, they are more likely to engage and invest in a long-term relationship.

2. Differentiate Your Agency  

A clear and concise presentation not only reinforces your credibility but also emphasizes the client-focused benefits you offer. In a crowded marketplace where many agencies claim similar capabilities, your presentation showcases your unique approach and proven track record, making it clear why potential clients should choose you over the competition.

3. Prove You Can Solve the CMOs Greatest Challenges

Addressing prospect pain points is a crucial step in demonstrating your commitment to solving their challenges. Explain why your agency is well-equipped to deliver the ideal solution, focusing on how your expertise aligns with their specific challenges, rather than making the conversation solely about your agency. This client-centered approach fosters trust and positions you as a valuable partner in their success.

When to Use (And Not Use) An Agency Capabilities Presentation

A capabilities presentation can be a powerful tool in winning new business, but it’s not something to be used indiscriminately. Knowing when to present your agency’s capabilities—and when to hold back—can be the difference between engaging a prospect and overwhelming them with unnecessary information. By understanding the appropriate context for using your capabilities deck, and customizing it for each scenario, you ensure that your presentation resonates, adds value, and positions your agency as the ideal solution for the client’s specific needs.

When to Use an Agency Capabilities Presentation

• Formal RFP Responses: Responding to a Request for Proposal (RFP) or competing in a pitch? A capabilities presentation gives you the opportunity to present a well-rounded view of your agency. However, this is where customization is critical—address the client’s specific goals and pain points to stand out. A generic pitch won’t win the day in competitive scenarios.
• Networking or Industry Events: For shorter, more general settings like events or conferences, your capabilities presentation needs some customization. Focus on how your agency’s offerings align with industry trends or the particular needs of the event audience, providing a brief yet compelling overview.
• New Business Opportunities: When approaching new prospects, customize your presentation to highlight how your agency can meet their distinct needs. Generic overviews are not as effective as capabilities decks that focus on a specific solution your agency can bring to the table, backed up by relevant case studies.

When Not to Use an Agency Capabilities Presentation

• Established Client Relationships: With long-term clients, you don’t need to present your overall capabilities—they’re already familiar with your strengths. Instead, focus on tailored solutions for their ongoing or future needs. Here, customization means shifting from broad capabilities to specific, solution-driven discussions.
• When You Haven’t Done Your Research: If you don’t fully understand the prospect’s business or pain points, skip the presentation for now. A generic capabilities presentation can do more harm than good. Do the research, understand their unique needs, and then customize your presentation to directly address their challenges.
• Early Casual Conversations: In discovery calls or informal discussions, jumping into a full presentation can feel too scripted. Customize your conversation by asking questions and gaining insight before showing a customized deck later. Let the conversation guide how much of your capabilities you reveal.

8 Components That Make a Great Agency Capabilities Deck

A capabilities deck is more than just a showcase of your agency’s work—it’s your chance to communicate your unique value, expertise and approach in a way that resonates with your audience. A great capabilities presentation goes beyond listing services; it tells a compelling story that connects your agency’s strengths with the specific needs of the client. It’s about making your agency memorable and giving the client confidence that you’re the right partner to help them achieve their goals. 

Let’s dive into the essential elements that transform a standard capabilities presentation into a powerful tool for winning business.

1. Clear Value Proposition 

With thousands of agencies to choose from, what makes yours different from the rest? 

Once your potential client has a basic understanding of who you are and what your agency offers, it’s time to shift your focus to their specific needs and how you can address their challenges.

2. Tailored Approach 

To customize your presentation for a prospect, start by researching their business and industry challenges, which helps tailor your message. Engage them with questions to foster discussion, and present metrics that highlight your success in similar contexts, building credibility and showing the potential impact of your services.

3. Proven Expertise

Nothing demonstrates your point more effectively than a real-life example. Share a success story that illustrates how you’ve helped a client similar to them achieve their goals through your unique approach. Including evidence such as quotes and metrics enhances your credibility and strengthens your case.

4. Services Overview 

Start your services overview with a brief introduction to your agency, highlighting who you are and the range of services you offer. This initial context helps build rapport without making your agency the sole focus of the presentation. 

Provide just enough information to give the potential client a clear understanding of your expertise and capabilities, ensuring that the emphasis remains on how your services can address their specific needs and challenges.

5. Measurable Results 

As you explain why your company is the ideal fit for the client’s needs, incorporate testimonials and case studies from previous clients with similar requirements. Present clear, easy-to-understand data that illustrates the value you provided and its positive impact on their bottom line.

By presenting hard data and metrics, you can effectively showcase the ROI you’ve delivered for past clients, providing potential clients with tangible proof of your ability to drive results. 

6. Visual Appeal

According to research, 100% of people think a presentation slide should include visuals, and people prefer that about one quarter of the slide be composed of text at most.

A visually engaging design, characterized by professional aesthetics, minimal text, and impactful imagery, helps capture and maintain the audience’s attention. This approach not only enhances understanding but also reinforces your message, making it more memorable.

7. Strategic Process

You don’t need to reveal all the secrets behind the curtain, but providing insight into your process fosters trust and authenticity, ultimately helping prospects in their decision-making. 

Outline your business processes so they can visualize the experience of working with you. Highlight any unique aspects of your process that differentiate you from the competition. By doing so, you not only build confidence but also demonstrate your commitment to transparency.

8. Client Testimonials

72% of customers trust a business more after reading positive reviews and testimonials. Client testimonials are a powerful addition to your deck, offering genuine proof of your agency’s success. By featuring quotes or video testimonials from past clients, you build trust and authority, showcasing tangible results that resonate with potential clients. Here’s a few tips to encourage more referrals and testimonials for your agency.

How to Structure Your Agency Capabilities Deck

Now that we’ve explored the key components of an effective agency capabilities deck, it’s essential to understand how to structure your presentation for maximum impact. By thoughtfully arranging your content, you can effectively highlight your strengths, address client needs, and create a compelling case for why your agency is the right choice.

1. Introduction and Value Proposition 

Provide a brief refresher on who you are, highlighting your years in business and the qualifications of your team, which serve as easy wins to establish credibility. This initial overview should reinforce your expertise while emphasizing the client-focused benefits, ensuring that the prospect understands why engaging with your agency is a worthwhile opportunity.

2. Client Pain Points 

Focusing too much on your agency can lead to an awkward dynamic, where the prospect feels sidelined. By recognizing their specific needs early in the presentation, you demonstrate that you value their concerns and have tailored your approach accordingly. 

Since they are already familiar with your agency from their research, discussing their pain points reinforces your relevance and sets the stage for how you can effectively address their challenges.

3. Core Capabilities and Services 

Highlighting core capabilities and services is the perfect opportunity to ensure alignment with the prospect’s needs. When presenting your core capabilities and services, organize them logically to create a clear narrative that aligns with the prospect’s needs. 

Focus on highlighting areas of expertise that are directly relevant to the client, ensuring they can easily see how your offerings can address their specific challenges.

4. Case Studies and Proof Points 

By showcasing real-life examples of how you’ve solved challenges for past clients, you help potential clients visualize the outcomes they can expect. When presenting case studies, be sure to include specific details such as the strategies you developed, any brand audits conducted, and key metrics of success—numbers that illustrate the impact of your work. 

Highlight any substantial growth the company experienced as a result of your efforts. The more evidence you provide, including client quotes and measurable outcomes, the stronger your case will be. 

5. Process Overview 

Demonstrating your process helps manage expectations about what collaboration will entail. In your process overview, clearly outline your unique approach to delivering results by breaking it down into simple, digestible steps. 

This structured format helps potential clients understand how you navigate projects from start to finish, highlighting the thoughtfulness and strategy behind each phase. By simplifying your process, you make it easier for clients to visualize their journey with your agency.

6. Results and Metrics 

Let your numbers do the talking. Include specific examples such as percentage increases in sales, improved conversion rates, or reductions in costs. By providing these concrete metrics, you not only demonstrate your agency’s effectiveness but also help potential clients envision the tangible benefits they can expect from your partnership.

7. Call to Action 

Finally, outline the next steps for collaborating with your agency. This may involve sharing details about your onboarding process or explaining the decision-making timeline on their side. 

Ensure that everyone involved in the meeting understands these steps to keep the momentum going, and establish an actionable timeline for all stakeholders. Clarity at this stage is crucial for facilitating a smooth transition and moving forward.

Crafting a Compelling Agency Capabilities Deck to Win Clients

Key components of a successful capabilities deck include a clear value proposition, a tailored approach to addressing client needs, proven expertise through relevant case studies, and measurable results that demonstrate your impact. By organizing your presentation logically and incorporating visual appeal, you create an engaging experience that resonates with prospects.

Ultimately, a well-structured capabilities presentation equips you to confidently showcase your strengths, address client pain points, and outline a collaborative path forward, making it a vital tool for any marketing agency looking to expand its client base.

If you’re looking to elevate your agency’s business development strategy, but find yourself with little to no time for securing new clients, that’s where Catapult comes in. We identify and engage potential clients, ultimately finding new business wins – let’s talk about how our team can help your agency grow! 

When it comes to growing your business and hitting sales targets, the conversation often revolves around lead generation—getting potential clients into the pipeline. But here’s the thing: lead generation can’t exist in a vacuum. Without demand generation—strategic marketing efforts to create awareness and interest—your leads will dry up fast. 

Marketing doesn’t just help get your name out there; it fuels your entire sales process. From building credibility through blogs and social media to having an impressive website and creating compelling sales collateral. Demand generation and lead generation go hand in hand. The real question isn’t which one you need—it’s how well these two critical components are working together to drive your sales.

Let’s dive into the difference between demand generation and lead generation—and why you need both to fuel sustained growth.

Understanding Demand Generation

Demand generation is the strategic marketing function focused on creating awareness and interest—or “demand”—for your services. Its core purpose is to engage your target audience with valuable, educational content that sparks curiosity and gets prospects to “raise their hands” and reach out for more information.

Rather than pushing a hard sell, demand generation nurtures relationships at every stage of the customer journey. It’s designed to build trust and familiarity with your brand, making it more likely that prospects will convert into high-quality leads. In fact, leads converting from demand generation efforts tend to have higher conversion rates because they’re typically more informed and engaged than those generated through traditional outbound sales efforts. By the time they reach your sales team, these prospects already know, like, and trust your brand, making them more likely to close.

Demand generation operates at the early stages of the sales cycle, using a mix of tactics and channels to reach and engage potential customers:

• Organic social media
• Paid social media
• Email
• SEO (Search Engine Optimization)
• Earned media (e.g., PR, influencer mentions)
• Paid media (e.g., ads, sponsored content)

The goal is to get your brand in front of the right audience and create a steady stream of inbound interest. Once a prospect engages, it’s the sales team’s job to convert them into customers. But because demand generation leads are already warmed up with brand knowledge, they’re far more likely to buy and even refer your services to others.

Understanding Lead Generation

While demand generation is about attracting prospects to your business, lead generation takes a more proactive, outbound approach. It’s the “boots on the ground” strategy, where a dedicated team or individual actively seeks out potential customers and initiates contact. Lead generation requires focused effort to build targeted lists, conduct ongoing outreach, and engage prospects directly. Instead of waiting for prospects to come to you, lead generation is all about going out and finding them.

Key areas of lead generation include: 

1. Targeting ideal clients

The first step is identifying your ideal customers—those who are most likely to need or benefit from your products or services. This involves understanding their needs, pain points, and industry, and then crafting a tailored approach to engage them.

2. Cold calling/emailing

This is the traditional backbone of outbound lead generation. Reaching out to potential customers via phone or email introduces them to your business and opens the door to further conversations. It’s not just about volume; it’s about crafting messages that resonate and capture the attention of your ideal prospects.

3. Networking

Industry events, trade shows, and professional gatherings are goldmines for lead generation. Face-to-face interactions allow for personal connection and relationship-building, which can significantly increase the likelihood of converting prospects into leads.

4. Sales pitches and presentations

Tailored presentations and sales pitches are often necessary to convert high-value leads. Whether over the phone, in person, or via video call, the goal is to showcase the value of your offerings in a way that speaks directly to the prospect’s needs.

5. Market expansion

Sometimes, finding new leads requires exploring new markets or sectors where your business can expand. Lead generation often involves researching and identifying untapped opportunities, whether geographically or within new industries.

6. Partnership development

Building relationships with other businesses can lead to mutual benefit, creating opportunities for referrals, co-marketing initiatives, or joint ventures. Strategic partnerships can become a powerful lead source when both parties are aligned.

The goal of outbound lead generation is to expand your business’s reach, keep your pipeline full, and increase sales. This approach is especially effective when paired with demand generation efforts, ensuring your team has a pipeline of warm, informed leads ready to be engaged.

Why You Need Both: The Synergy Between Demand Generation and Lead Generation

Demand generation and lead generation are two sides of the same coin. While they have distinct functions, they work together to fuel a complete business development strategy. Relying solely on one over the other can leave gaps in your pipeline, but when they operate in harmony, they create a powerful synergy that drives sustainable growth. Here’s why you need both:

1. Building awareness vs. capturing interest 

Demand generation creates the awareness and interest necessary to prime your audience. It’s the top-of-funnel activity that ensures your target market knows who you are, what you offer, and why they should care. On the other hand, lead generation captures that interest and turns it into actionable opportunities for your sales team. Without demand generation, your outreach efforts will likely fall flat as potential customers won’t know who you are or trust your brand. Without lead generation, the awareness you’ve created will struggle to convert into tangible business outcomes.

2. Long-term brand building vs. immediate engagement

Demand generation focuses on long-term brand building. It’s about creating a consistent presence in the minds of your audience, nurturing them over time with valuable content and engagement. Lead generation, meanwhile, provides short-term wins by identifying prospects who are ready to engage now. Combining the two ensures you’re not only building a pipeline for the future but also securing opportunities in the present.

3. Warm vs. cold prospects 

When demand generation is working effectively, it warms up your prospects before they enter the lead generation phase. By the time your sales team reaches out, prospects are already familiar with your brand, your value proposition, and are more likely to be receptive to further conversation. This reduces the time and effort spent on cold leads and improves conversion rates, as you’re now talking to a more educated and interested audience.

4. Efficient sales process 

An aligned demand and lead generation strategy streamlines your sales process. Demand generation ensures that the leads coming into your funnel are high quality—meaning they have a genuine interest in what you offer. Lead generation then takes these warm leads and drives them toward action. This reduces wasted time on unqualified leads and allows your sales team to focus their efforts where it matters most: on prospects that are already primed to buy.

5. Fueling consistent growth

A healthy business development strategy needs both consistent inbound interest and targeted outbound efforts. Demand generation feeds the top of your funnel with a steady stream of interested prospects, while lead generation actively pushes qualified prospects through the sales pipeline. Together, they ensure that your funnel remains full and that opportunities are constantly moving forward.

Building a Well Oiled Business Development Arm

The debate between demand gen and lead gen isn’t about choosing one over the other, but rather understanding their complementary roles in a successful business development function. While lead gen focuses on capturing individual leads, demand gen creates broader brand awareness and engages prospects at every stage. 

By integrating both, companies can take a more holistic approach to marketing that maximizes engagement and ultimately drives higher conversion rates. The challenge isn’t just recognizing the importance of both demand gen and lead gen – it’s about executing them effectively. 

Many companies find themselves lacking internal resources or struggling to align these critical functions. That’s where Catapult steps in. We’re not just about managing demand gen and lead gen – we’re about ensuring their seamless alignment and success. If you’re ready to propel your business forward, let’s build a unique growth plan for your company!

In the fast-paced world of adtech, speed to market can make or break a company’s success. As an adtech company, you may have the most innovative product, a deep understanding of market needs, and a clear vision for growth. But without a dedicated team to drive new business, your go-to-market strategy could falter before it even begins.

Why Outsource New Business?

Outsourcing new business efforts isn’t just a stopgap measure—it’s a strategic decision that allows you to focus on what you do best while leveraging the expertise of specialists who know how to penetrate the market quickly and effectively. Here’s why outsourcing new business has been a game-changer according to several firms we’ve worked with:

1. Expertise Without the Overhead

Building an in-house sales and business development team is time-consuming and expensive. From recruiting to training, the costs can quickly add up, diverting valuable resources from other critical areas of your business. By outsourcing, you gain immediate access to a team of seasoned professionals who bring a wealth of experience in navigating the complex adtech landscape.

2. Faster Time to Market

In the competitive adtech industry, timing is everything. Outsourced firms are equipped with the tools, processes, and connections to hit the ground running. They can quickly identify and engage key decision-makers, accelerate your sales cycle, and get your product in front of potential clients faster than an in-house team that’s still finding its footing.

3. Scalability and Flexibility

As your business grows, your needs will change. An outsourced new business firm offers the flexibility to scale efforts up or down based on your current objectives. Whether you’re launching a new product, entering a new market, or doubling down on an existing strategy, your outsourced partner can adjust their approach to meet your needs without the challenges of hiring or downsizing staff.

4. Focus on Core Competencies

Your team’s expertise lies in developing cutting-edge adtech solutions—not in managing the intricacies of business development. By outsourcing new business efforts, your internal team can focus on innovation and product development while your external partner takes care of generating leads, building relationships, and closing deals.

5. Data-Driven Insights

Outsourced new business firms bring a data-driven approach to sales and marketing. They leverage advanced analytics and CRM systems to track every interaction, providing you with valuable insights into what’s working and where adjustments are needed. This level of visibility allows you to make informed decisions and refine your go-to-market strategy for maximum impact.

Choosing the Right Partner

Not all outsourced firms are created equal, so it’s essential to choose a partner who understands the adtech industry and aligns with your company’s goals. Look for firms with a proven track record of success in your sector, a deep understanding of your target market, and a commitment to transparency and collaboration.

Outsourcing new business efforts isn’t just a practical solution for adtech companies lacking internal resources—it’s a strategic path to accelerated growth. By partnering with an experienced firm, you can go to market faster, scale efficiently, and stay focused on what you do best: driving innovation in adtech.

If you made it this far, Catapult offers a complimentary consultation to determine if outsourcing is right for your business. It’s not right for everyone, but Catapult can help you weigh the pros and cons.

Navigating the unpredictable waters of lead generation and business development can often feel like an uphill battle. The stress of not knowing where your next lead will come from, combined with the pressure to consistently grow revenue, can be overwhelming. 

You’re not alone in this struggle. Many agencies, ad tech sellers and sponsorship sellers find themselves proficient in generating business for their clients, but ironically, not for themselves.  

Maybe you’ve attempted to build a business development team in-house, only to encounter obstacles and no meaningful results. This situation can leave you feeling stuck and uncertain about the best path forward.

It doesn’t have to be this way. Outsourcing offers a way to gain control over your lead generation process, ensuring a steady flow of opportunities in your pipeline without the unpredictability that’s been keeping you up at night. But how can you be sure that outsourcing is the right move for your business? Read on to find out. 

5 Signs It’s Time to Outsource Your Business Development

Feeling anxious or stressed about not knowing when your next new customer will come in is entirely understandable. This uncertainty can often stem from a feeling of not having full control over your business’s growth trajectory.

It’s a challenging position to be in, as it complicates planning and can put additional pressure on you to find immediate solutions. If these feelings resonate with you, it’s time to bring in a dedicated person to manage your outsource your business development.

But just to be sure, read on to see if any of the following can confirm the need to bring business development out-of-house:

1. You solely depend on referrals

Did you know that 65% of B2B leads come from referrals? While referrals are great- depending solely on them can put your business in a tough spot– especially in an unpredictable economy.

It means you’re waiting around for new customers to come to you through word of mouth, which can be really hit or miss. This approach doesn’t give you much control over when or how your business grows, making it hard to plan for the future. Plus, it limits who you reach, since you’re mostly getting customers from within the same circles. Not having a variety of ways to bring in business can also mean you’re missing out on building your brand and standing out in the market.

So, while you may win new clients this way occasionally, it’s a reactive approach that keeps you waiting instead of in control of your revenue growth. 

2. Your in-house resources are strained 

Maintaining an in-house business development team is certainly easier said than done. First, you may not currently have the resources needed on your team considering the expertise and time needed to effectively generate leads and close deals. In-house teams may also lack the specialized skills or networks necessary to penetrate new markets or industries. 

3. You’re trying to build a business development function without an experienced sales leader

Outsourcing business development becomes imperative when faced with the challenge of navigating sales management without expertise. Directing a sales team effectively requires a deep understanding of sales principles, strategies and tools. 

Without this expertise, managing internal sales efforts quickly becomes overwhelming and ineffective. 

4. Scaling in-house has proven to be too expensive 

Expanding in-house resources for business development can raise concerns about overhead costs for several reasons. First, hiring and training new employees requires significant investment initially. Recruitment expenses, salaries, benefits, and ongoing training starts to add up quickly. 

In addition, maintaining a larger in-house team entails fixed costs that remain consistent regardless of fluctuations in business demands. 

5. You want fresh ideas and perspectives to growth 

If your org is looking to stay ahead of the curve, in-house business development may not cut it. With rapid growth in AI and other industry trends, innovation is more critical than ever, and businesses must be constantly looking for new ways to stay competitive and achieve growth. 

 

Benefits of Outsourcing Business Development

If any of the above pain points struck a chord… it’s time to think about other options that will drive results. Outsourcing can provide your business the team, tools and strategy you’ve needed for years. Best part? You can be in market and driving qualified conversations within weeks rather than months with an in-house hire. Here’s some of the key benefits of outsourcing your sales function: 

1. You get a team of experts (bye-bye guesswork) 

As cheesy as it sounds, when it comes to business development success, it really is best to leave it to the experts. By partnering with external professionals, businesses can leverage their knowledge and experience that may not be available in-house. 

Whether it’s market research, overall strategy, or complex negotiations, outsourcing provides access to the specialized skills needed to grow your business with confidence. 

2. It’s scalable and flexible 

Unlike traditional in-house expansions that typically come with complex HR processes, outsourcing enables teams to pivot quickly depending on changing market conditions or project requirements. This agility is a huge advantage when it comes to optimizing resources, and empowers businesses to take a proactive approach rather than reactive. 

3. It saves you money (and a lot of it)

Cost savings… These two words are music to any leader’s ears. In-house business development initiatives require substantial upfront costs and time commitments getting new hires up to speed. Necessary sales tech alone can cost up to $100,000 to get into place. With an average onboarding process of 6-9 months, the costs continue to accumulate before seeing even a glimpse of ROI. 

By outsourcing these efforts, you can bypass the prolonged waiting period for ROI and gain access to specialized experts who will streamline operations in the long run. Cost savings represent a key advantage of outsourcing sales efforts, stemming from factors such as reduced overhead expenses, elimination of in-house tech investments, and the flexibility to convert fixed costs into variable costs. 

4. Go-to-market exponentially faster

Utilizing external resources for business development gives you a strategic advantage when it comes to executing your go-to-market strategy. This is because building GTM strategies is what they do. Competitive research, sales messaging, capes deck development, demand generation strategy development? It lies within their bread and butter. While it might take you weeks to learn these steps, outsourced companies have a proven playbook they’re ready to customize to your needs  and start executing upon within weeks of onboarding. 

Additionally, Outsourcing allows businesses like yours to leverage the expertise, networks, and skills of external partners, ultimately speeding up the process to establish a presence in new markets. 

5. Get new, innovative and fresh ideas for growth

With a different background of experience and viewpoint, external resources are able to uncover opportunities that may have been overlooked internally. Using a new unique vantage point, businesses can leverage fresh ideas on tapping into new markets and accelerating growth overall. 

 

Conclusion: Start Building a Sustainable Business Development Pipeline Today with Catapult 

Recognizing when to delegate certain aspects of business development can be daunting, but if you find yourself aligning with any of the warning signs mentioned above, it’s time to stop ignoring those signs. Outsourcing business development offers not only relief from these challenges but also unlocks access to expertise, scalability, and innovation essential for growth.

If you’re ready to build a stronger, more effective pipeline and no longer want to rely solely on referrals, let’s talk. At Catapult, we’re all too familiar with these common challenges and work with our clients to develop strategies that prioritize consistency and alignment, ensuring long-term success for your business. 

 

When it comes to “the big game” AKA, the Super Bowl, there’s an entertainment component that often shares the spotlight— Commercials. These carefully crafted ads have become as much a part of the annual event as touchdowns and halftime shows. 

For marketers, the Super Bowl 2024 presents an especially golden opportunity to captivate a massive audience and leave a lasting impression. The Kansas City and 49ers game had 123.7 million viewers– making it the most watched program in the US, ever. And advertisers did not disappoint. Join us as we celebrate the creative agencies and advertisers who we are dubbing as the “winners” of the Super Bowl ad game this year and why. 

Pssst- Want the opportunity to connect with brands spending big bucks on advertising for the Super Bowl and more? Check out our sister company, Winmo’s free list of 78 top spenders. And if you need the new business team to go after these spenders, Catapult can help.

1. Uber Eats: Don’t Forget Spot

The Uber ad for the Super Bowl created by creative agency Special US stood out as impactful and exciting for several reasons, each contributing to its overall appeal and effectiveness:

• Star-studded appeal: Featuring celebrities like Jennifer Aniston, David Schwimmer, the Beckhams, Jelly Roll, and USHER, the ad capitalizes on their massive fan bases and high recognition value. 
• Creative concept: The idea of having these celebrities forget their most iconic roles or achievements to highlight the convenience and range of Uber Eats is both clever and humorous. This creative approach makes the ad memorable and engaging, ensuring that the message sticks with the audience long after they’ve watched it.
• Humor and nostalgia: By using humor and playing on nostalgic elements (like referencing “Friends” and the Spice Girls), the ad connects emotionally with viewers. This emotional resonance is a powerful tool in advertising, making the message more impactful and the service more appealing.
• Timely placement: Airing the ad just after the halftime show, during the third quarter of the Super Bowl, ensures it captures a massive audience when engagement levels are high. The Super Bowl is known for its high viewership, and securing a spot in this prime time frame maximizes visibility.
• Immersive campaign experience: Beyond the ad, Uber Eats enhanced the campaign’s impact by creating an immersive experience at the Super Bowl Experience in Vegas. The “Get Almost Almost Anything Shop” brought the campaign to life, allowing fans to interact with the brand in a tangible way. 
• Strategic messaging: The ad cleverly emphasizes the wide range of items available for delivery through Uber Eats, reinforcing the brand’s value proposition. By suggesting you can get “almost, almost anything” delivered, it communicated versatility and convenience, key factors in the competitive delivery service market.

2. Verizon: Can’t B Broken

This Verizon Super Bowl ad created by Ogilvy is impactful and exciting for several reasons:

• Celebrity presence: Beyoncé is one of the biggest names in the music industry, known for her immense talent, influence, and dedicated fanbase. Her appearance in a commercial during the Super Bowl adds star power to the ad and attracts attention from a wide audience.
• Engaging storyline: The ad presents an intriguing storyline where Beyoncé is challenged to break the unbreakable, Verizon’s network. This creates anticipation and excitement as viewers wonder how she will accomplish this feat.
• Creative elements: The ad is filled with creative elements that showcase Beyoncé’s personality and brand. From the Beyoncé lemonade stand to the surprise album drop and her own AI, the ad is entertaining and visually captivating.
• Teaser for new music: The ad serves as a teaser for Beyoncé’s new music, generating excitement among fans who have been eagerly awaiting new releases from the artist. The cryptic message at the end of the ad, followed by the announcement of “Renaissance: Act II” and the release of two new songs, builds anticipation and drives engagement.
• Evolution of Beyonce’s artistry: The ad hints at the evolution of Beyoncé’s artistry, with “Renaissance: Act II” rumored to be a country album. This shift in genre and imagery from her previous work adds intrigue and showcases Beyoncé’s versatility as an artist.

3. Cetaphil: Game Time Glow

This Super Bowl ad from Cetaphil created by Prompt is impactful and emotional to watch for several reasons:

• Capitalizing on the Taylor Swift craze: The ad cleverly incorporates elements associated with Taylor Swift, such as the numbers 13 and 89, friendship bracelets, and references to her status as a famous football fan. This instantly grabs the attention of Swift’s vast fan base and creates a sense of familiarity and connection.
• Subtle references: While the ad doesn’t explicitly mention Swift, her boyfriend Travis Kelce, or the Kansas City Chiefs, it subtly alludes to them through the use of familiar symbols and scenarios. This allows the ad to leverage Swift’s popularity and association with the team without directly using her likeness or music.
• Emotional storytelling: The ad tells a heartwarming story of a father and daughter bonding over their shared love for football and admiration for Swift. The moment when the father surprises his daughter with matching jerseys and friendship bracelets adds an emotional layer to the narrative, resonating with viewers on a personal level.
• Real-life connection: The ad’s tagline, “Real Father and Daughter, Living in New York,” emphasizes the authenticity of the story and reinforces the idea of familial bonds and shared experiences. This authenticity enhances the ad’s relatability and makes it more compelling to watch.
• Social media buzz: The ad has sparked discussion on social media, with many users noting its clever use of Swift imagery and its ability to capture the essence of father-daughter relationships. This buzz generates additional excitement and spreads the shared impact of strong emotions, further increasing its reach. “Yep, now I’m crying,” shared a commenter. “I love that dad’s & daughters are now experiencing this together. It also reminds me that these days with my Daddy are coming to an end soon. I’ve got to call him now & tell him I love him & thank him for all of the games he watched with me.”

4. Dunkin’: The DunKings

This year’s Super Bowl ad from Dunkin’ created by Artists Equity, features Ben Affleck and promises to be both impactful and exhilarating for viewers, thanks to its star-studded cast and innovative expansion of the BADCU (Ben Affleck Dunkin’ Cinematic Universe).

• Star-studded cast: The ad features a powerhouse lineup of celebrities including Ben Affleck, Matt Damon, and Tom Brady, as well as popular artists Jennifer Lopez and Jack Harlow. This ensemble cast adds excitement and star power to the commercial, appealing to a wide range of viewers.
• Creative concept: The ad introduces the concept of the DunKings, an exclusive group of Boston’s coffee lovers comprising Affleck, Damon, Brady, Lopez, and Harlow. This unique premise sets the stage for an entertaining and memorable commercial experience.
• Meta storytelling: The ad takes a meta approach by incorporating elements from Affleck’s real life, such as his appearance at the 2023 Grammys and his desire to create music. This adds depth to the narrative and allows viewers to connect with the characters on a more personal level.
• Entertaining scenes: The extended cut of the ad features entertaining scenes, including a spirited dance routine by the DunKings and humorous interactions between Affleck, Brady, Damon, Lopez, and Harlow. These moments captivate viewers and keep them engaged throughout the commercial.
• Potential expansion: The ad hints at the possibility of a BADCU (Ben Affleck Dunkin Cinematic Universe), sparking speculation and excitement among fans. This opens up opportunities for future collaborations and creative storytelling, extending the impact of the ad beyond the Super Bowl.

Dunkin’s ad featuring Ben Affleck and a star-studded cast lingers in our minds like the aroma of freshly brewed coffee. With its clever blend of humor, celebrity cameos, and unexpected twists, this commercial doesn’t just entertain—it leaves an indelible mark on our collective consciousness. Whether it’s the infectious energy of the DunKings or the playful nod to Affleck’s real-life endeavors, this ad reminds us that sometimes the best moments of the Super Bowl aren’t found on the field, but on our screens during the commercial breaks.

5. State Farm: Like a Good Neighbaaa

State Farm’s Super Bowl ad created by Highdive not only reunites iconic actors Arnold Schwarzenegger and Danny DeVito but also wins over audiences, securing the top spot in the Super Bowl 2024 Ad Meter with its humorous and unforgettable storyline: 

• Iconic reunion: The ad brings together two beloved actors, Schwarzenegger and DeVito, who previously starred together in the classic film “Twins.” 
• Humorous concept: The ad’s premise revolves around Schwarzenegger’s character struggling to pronounce the company slogan correctly, adding humor to the commercial. This comedic element engages viewers and keeps them entertained throughout the ad.
• Cliffhanger teaser: The ad was teased in advance, leaving viewers curious about how Schwarzenegger’s character would resolve the pronunciation issue. This anticipation builds excitement leading up to the Super Bowl, encouraging viewers to tune in to see the full commercial.
• Creative solution: By bringing in DeVito to say the crucial line correctly, the ad cleverly resolves the protagonist’s dilemma. This unexpected twist adds an element of surprise to the commercial, delighting viewers with the reunion of these two actors and their dynamic interaction.
• Positive relationship: Schwarzenegger and DeVito’s real-life friendship and professional admiration for each other add authenticity to their on-screen chemistry. Their mutual respect and enthusiasm for working together again resonate with viewers, enhancing the ad’s appeal.

6. CeraVe: Michael CeraVe

One of the standout moments from this year’s Super Bowl was undoubtedly CeraVe’s collaboration with actor Michael Cera, created by Ogilvy. This unique partnership had been highly anticipated by fans and skincare enthusiasts alike, who were eager to see the hilarity and creativity that CeraVe and Cera delivered on game day.

• Humorous concept: In the commercial, Michael Cera delivers his ad pitch in a humorous way similar to typical, exaggerated skin care commercials. He humorously portrays himself as the developer of CeraVe’s moisturizing cream, emphasizing his passion for “human skin” and delivering lines such as “Let my cream hydrate you” with deadpan hilarity. This playful twist on the brand’s name adds humor and intrigue to the commercial, making it stand out among other Super Bowl ads.
• Viral potential: The ad’s tagline, “Developed with Michael Cera, Ve,” has already gone viral on social media, generating buzz and attention for the brand. Additionally, CeraVe’s decision to feature an image of Michael Cera with an X on his face and the disclaimer “Not Michael Cera. He’s not a Dermatologist” further fuels the viral potential of the ad.
• Celebrity appeal: Michael Cera’s involvement adds star power to the ad, attracting attention from fans of the actor as well as skincare enthusiasts. His quirky persona and comedic timing make the commercial entertaining and memorable for viewers.
• Clever marketing: By capitalizing on Michael Cera’s name and embracing the confusion surrounding it, CeraVe creates a memorable and engaging Super Bowl ad that effectively promotes its brand and products. The ad’s humorous approach and viral potential ensure that it will be talked about long after the game ends, solidifying its impact and success in the advertising landscape.

As the Super Bowl excitement settles, CeraVe’s ad with Michael Cera remains a hot topic among fans. Highly anticipated and met with immense laughter, this collaboration is sure to be remembered and discussed for a long time to come. Its clever humor and witty execution have left a lasting mark, ensuring that it will be remembered as one of the standout moments of the game. The ad was recently recognized as the games best ad, winning the Super Clio award. 

7. e.l.f.: In e.l.f. We Trust

e.l.f. Cosmetics’ ad has emerged as a standout moment, seamlessly blending legal drama with makeup finesse. Created by Shadow, this ad has undoubtedly left a lasting impression on viewers.

• Star-studded cast: The ad brings together familiar faces from the hit show “Suits,” including Gina Torres, Rick Hoffman, and Sarah Rafferty, along with iconic figures like Judge Judy Sheindlin. The inclusion of celebrities like Meghan Trainor and HeidiNCloset adds to the excitement and anticipation surrounding the commercial.
• Cultural zeitgeist: By leveraging the popularity of “Suits,” “Jury Duty,” and the resurgence of Judge Judy, e.l.f. Cosmetics taps into the cultural zeitgeist of courtroom drama. This timely theme is sure to resonate with viewers and keep them engaged throughout the ad.
• Clever concept: The ad defends e.l.f.’s case for quality and affordable cosmetics in a creative and entertaining way. With a mix of scripted humor and unscripted charm, the commercial promises to captivate audiences and leave a lasting impression.
• Viral potential: With its star-studded cast and timely theme, the ad has the potential to go viral on social media. The buzz generated by the ad’s clever concept and celebrity cameos will ensure that it’s talked about long after the game ends.
• Brand promotion: By capitalizing on emerging cultural insights and leveraging the popularity of its cast, e.l.f. Cosmetics solidifies its brand as a water cooler conversation topic. This clever marketing strategy ensures that the ad effectively promotes the brand and its products to a wide audience.

E.l.f. Cosmetics’ innovative Super Bowl ad has undoubtedly captured the attention of audiences far and wide. With its unique approach and memorable execution, this ad is poised to make waves in the advertising world and solidify e.l.f. Cosmetics’ position as a creative powerhouse in the industry.

Conclusion: Get in Front of Big Fish Advertisers 

As we wrap up our exploration of the captivating world of Super Bowl advertising, it’s clear that these commercials are more than just brief interruptions during the big game—they’re cultural phenomena in their own right. From clever concepts to star-packed casts, the ads showcased during Super Bowl 2024 left a lasting impression on viewers, sparking conversations and capturing our imaginations.

At Catapult, we understand the power of creativity and innovation in advertising, which is why we’re committed to helping agencies in this ever-evolving landscape. Our team provides the tools and resources needed to connect with big-name clients like the advertisers featured in this year’s Super Bowl, enabling you to land exciting opportunities and elevate your new business to new heights. See how Catapult can help today.

 

From figuring out this whole AI thing, keeping up with the ever-growing demand for integrated tools and strategies, and the big one, consistently adding value to our client relationships– there are a variety of areas sellers need to navigate in the new year to remain competitive.  

That’s where this blog comes in – think of it as your friendly guide to help you prepare to navigate what’s on the horizon in 2024. We’ll dive into the trends that are reshaping our industry, like understanding why brands might be breaking up with agencies more often, and how the rise of AI in marketing is changing the game. 

What to Expect from Brand Marketers in 2024

1. Brands Will Be Replacing More Agency Partners 

A new marketing relationship survey indicates that a rising number of brands are unsatisfied with their existing agency partners.The report indicates that 55% of brand marketers who responded are considering a change of agency within the next six months. Why? According the the survey, top reasons including:

• Dissatisfaction with value: Brands are increasingly dissatisfied with the value provided by their current agencies. This dissatisfaction is a primary factor driving brands to consider changing their agency partners.
  
• Issues with delivery: Brands are also unhappy with the delivery of services by their agencies. This includes aspects like the timeliness, quality, and effectiveness of the services provided.

• Agency-client disparities: There is a significant disparity between the perceptions of brands and agencies regarding the reasons for ending agency-client relationships. While brands cite dissatisfaction with value and delivery as top reasons, agencies underestimate these factors.

• Changes in strategic needs: While agencies are recognized for bringing strong strategies, they are perceived as overcharging for their services. Brands are seeking partners who can offer both strategic excellence and cost-effectiveness.

• Chemistry and professionalism: For brands looking to select a new agency partner, chemistry and professionalism have emerged as important aspects. This indicates a need for agencies to align more closely with the culture and values of their clients.

• Demand for specific services: There is an increased demand for specific services like content creation and video production, suggesting that brands are looking for agencies with particular capabilities in these areas.

2. Acquisitions and Consolidation Will Increase Pressure

Boutique and niche service offerings might run into a bit of more competition going into the new year as agency holding companies continue their acquisition spending sprees. This gobbling up of the market share has been inspired by a multitude of factors, including:

• Client demand for integrated services: The consolidation trend is largely driven by client demands for integrated, simplified service offerings. Agencies are responding by creating larger, more comprehensive entities that can offer a range of services under one roof, making them more attractive and efficient partners for brands.

• AI and tech integration: Agencies are heavily investing in AI and technology, focusing on measurement and insights. This trend is driven by advertisers’ demands for more robust analytics and validation of their campaigns’ effectiveness. Major acquisitions, such as Omnicom’s purchase of Flywheel and Stagwell’s acquisition of Left Field Labs, emphasize the growing importance of digital commerce solutions and AI in marketing.

• Influencer and social marketing emphasis: There’s a notable shift towards integrating influencer and social marketing capabilities. With the influencer market and social media spending growing rapidly, major holding companies are acquiring specialized agencies in this area. These acquisitions, such as WPP’s purchase of Goat and Stagwell’s acquisition of Movers+Shakers, show that a strong social and influencer presence is essential for modern advertising campaigns.

• Streamlined financials and full-service models: Brands are demanding more streamlined, integrated agency models. This has led to mergers aimed at simplifying structures and offering comprehensive services. Examples include WPP combining VML, Y&R, and Wunderman Thompson into VML, and M&C Saatchi’s restructure to combine multiple subsidiaries. This consolidation aims to make agencies more appealing and easier to work with for large clients.

• Increased focus on detailed reporting and campaign measurement: Recent acquisitions indicate a future trend where advertisers will demand more detailed reporting and precise campaign measurement. The emphasis is shifting from creative novelty to data-driven insights and analytics.

• Adaptation to the creator economy: The integration of influencer and social marketing arms within agencies reflects an adaptation to the creator economy. This approach allows brands to engage with audiences in more authentic and creative ways, leveraging the influence of social media personalities and platforms.
  

3. More Project Work, Less Traditional Pitches 

In 2024, we anticipate that more and more brands will be leaning toward more project-based work and run fewer traditional agency searches. We have several reasons for this prediction:

• The cost of a pitch is upwards of $1M with brands footing most of the bill 
• In 2023, agency pitches brought in 35% less revenue Y/Y
• Continued economic uncertainty 

Going into 2024, brand marketers are being asked to do more with less spend. These stats coupled with the increasing amount of resources like Wripple, that make it easy for them to get matched with agencies who can quickly start executing on projects, makes us believe that in the new year, many brands will ditch the traditional pitch and look for faster means of completing project-based initiatives. 

4. The AI Revolution Will Continue to Grow

Marketers will continue to focus on leveraging AI in 2024 due to its transformative impact on various aspects of marketing. Primary areas of focus will include hyper-personalization, content creation, and predictive analytics. This will enable marketers to create highly targeted and personalized campaigns by analyzing vast amounts of data, thus offering customer experiences at an unprecedented scale.

The challenge will be balancing this personalization with consumer privacy concerns. AI’s integration into marketing and technology software will impact all facets of marketing, offering both opportunities and challenges. Marketers will search for solutions that help them maintain content authenticity and originality. 

AI’s role in predictive analytics will also be significant, aiding marketers in foreseeing market trends and consumer behavior. Overall, the integration of AI is expected to drive marketing towards more efficient, responsive, and customer-centric approaches.

What These Trends Mean For Sellers in 2024

With these expected trends, ad tech sellers, sponsorship sellers, and ad agencies need to focus on aligning closely with client needs, specializing in high-demand services, adapting to market consolidation, leveraging AI and technology, and being flexible and responsive to project-based work demands. This presents several areas for new business leaders to focus on in the new year:

1. Consistently Add Maximum Value

Acquiring a new client costs 5x more than retaining an existing one. To ensure you’re not one of the agencies on the chopping block, take a look at your existing accounts to ensure your team is offering as much value as possible to secure the relationship for the long-haul. A few ways to do this include:

• Develop customized solutions: Move beyond generic service offerings. Tailor your strategies and solutions specifically to each client’s unique needs and business goals. Show that you understand their specific market challenges and opportunities.

• Have a results-driven approach: Focus on delivering measurable results. Utilize data analytics to track campaign performance and make data-driven decisions. This approach will demonstrate your commitment to achieving tangible outcomes for your clients.

• Have regular communication and transparency: Establish a clear and consistent line of communication. Regularly update clients on progress, challenges, and successes. Transparency in your operations builds trust and shows your commitment to their success.

• Always educate and inform: Build a culture that prides themselves on going the extra mile. Always strive to provide clients with insights and knowledge about the latest marketing trends and how they can be leveraged for their benefit.

• Strategic partnerships and network utilization: Always remember that there’s enough success for everyone to go around. As agency conglomerates continue to expand, boutique shops need to find creative ways to offer omnichannel solutions that drive results. If you can’t execute a capability, leverage your network to offer clients additional value through strategic partnerships, expanding their reach and resources.

2. Now’s the Time to Start Proactively Reaching Out to Marketers: 

With this many brands suggesting they are looking for new partners, now is a great time to start building relationships with brand marketers. Getting started can be challenging if you don’t already have an outreach strategy. But here’s our best tips to get going:

• Research and identify prospects: Success always starts with your list. You have to be contacting the right people. Conduct thorough research to identify brands that are the best fit for your agency’s expertise. Look for brands that may be experiencing challenges your agency is uniquely qualified to solve. Not sure what kind of brands to go after? Start by looking at your agency roster and identify right to win clients.

• Personalized communication: No, we don’t mean adding their first name to a mass email. After conducting thorough research, reach out with personalized messages that demonstrate your knowledge of their brand and industry. Avoid generic sales pitches. Instead, focus on how your agency can address their specific challenges or goals.

• Develop a must-try offer: Whether you’re providing a service or a software, provide something complimentary to get your foot in the door. This could be a free trial or a free brand audits or consultation. This can be an effective way to demonstrate the value you can bring to their business while also building trust with the potential client.

• Get comfortable with following up: Email cadences are your friend. If you think you’re being annoying by sending 7 emails over a few months– you’re not. It takes an average of 8 touches to get an initial meeting with a decision maker. So strap in… and get comfortable with following up regularly until they book the call or tell you to go away.

3. AI Won’t Replace You. But It Can Help You Sell More & Should Be Used Correctly.

AI isn’t going to steal anyone’s job in 2024. It is still very much in its beginning stages and is merely a tool that needs to be utilized in your toolkit. But it’s an incredibly powerful tool that should be leveraged both as a selling proposition, and internally to improve your sales processes. 

Using AI as a unique selling point:

Brands are going to continue looking for partners who can use AI to reduce costs and streamline processes and help solve problems quickly. AI innovation will be a unique selling point in 2024 and something partners will get public recognition for. For example, this year Adweek announced the first-ever AI award to MediaMonks for their use of AI in both internal operations and client work. There will be an increased focus on how partners can use AI in meaningful and creative ways for clients.

A few ways you can utilize AI as a unique selling proposition to brand marketers include:

• Predictive analytics for targeted campaigns
• Personalized customer experiences
• Automated content creation and optimization
• Streamlined production 
• Enhanced ROI measurement and analytics
• Combating social injustices and stereotypes through brand messaging 
• Voice and visual search optimization 
• Programmatic advertising
• Interactive and immersive experiences
• Inclusive and purpose driven advertising

AI is still a new territory– and in many cases, it isn’t quite living up to where marketers are hoping it can be.  So it’s important that whatever you are providing brands delivers on the promise you sold. 

Using AI to enhance your internal sales process

At Catapult, AI has been a major topic among our clients and how they can leverage it to enhance their internal sales processes.

Dixie Gilbert, Director of Partnerships at Catapult  commented, “I was just having a discussion about AI prompts and how AI is messing up good content because everybody’s using the same AI cadence.” She goes on to explain that the most important thing to know about AI is that you really have to learn how to prompt AI and then craft your messages around it. It should be a creative assistant. Prompting really holds a key for creative collaboration.” 

Remember, AI is a tool, not a replacement. So when crafting scripts, decks, email cadences using it– remember to proofread and add a human element to everything it produces. 

Conclusion: Close More Deals in 2024

One thing brands, agencies, sponsorship sellers and adtech providers alike share– the economic state of 2024 is unpredictable, yet we are being asked to hit higher and higher quotas.

Right now, expanding your sales budget for tools and adding to overhead may not be an option. But you need senior level sellers out there getting your products and services in front of brand marketers.

If this resonates with you, outsourcing your sales operations may be a great solution. 

Catapult is the industry’s leading fractional new business development firm for agencies, sponsorship sellers and adtech providers. Contact us today to learn more about how we can help you close more deals in 2024 and beyond.