Are you not seeing the leads you need from your email marketing campaigns? You could be using email the wrong way. This powerful tool can produce results, but following best practices is key. Here are some of the top proven practices heading into 2016, and how they can help your business grow!

 1. Collect More Email Addresses

It’s time for easy math: The more email addresses you collect, the more leads you can obtain. As a marketer you should be generating fresh, new email contacts regularly. Your contacts’ email addresses may become stale over time as contacts move jobs, opt-out of your email campaigns or abandon old email addresses. As a result, there are many ways for companies to increase their email leads, simply by encouraging more customers to sign up for email messages, promoting a contest or sweepstakes online, creating newsletter-only deals, or offer a birthday club to give something away on their special day.

The most useful tool in accomplishing this is to develop an automatic CTA (call to action) which appears to all website visitors. This simple pop-up form needs to be easy to understand, quick to complete, and rewarding to use.  

2. Offer Value in Exchange for CTAs

We mentioned that a call to action should be “rewarding to use” and its important to understand the value of this tactic for both CTAs and the emails you send to your customer list. People don’t like to give away their email addresses in exchange for nothing, so offer regular rewards for viewing emails and collecting lead opportunities. A classic example is sending an email with a unique link to download a discount code for a product purchase. Without that email, the consumer doesn’t get the discount. This confirms early on the value of signing up and reading emails from your brand. It opens the door for more effective conversions down the road. Also, remember to clearly show the value offered in your email headlines!

 3. Don’t Go Too Hot – or Too Cold

How many emails do you send out to customers each week? Send out too many, and customers will block your emails or leave them to languish in the “promotion” section of the email client that no one ever visits. Send out too few, and consumers will trash your emails because they don’t even recognize them when they do show up. The middle ground is important to find here. Studies indicate that one email per week is around the best rate to avoid the pitfalls.

 4. Format for Mobile and Easy Consumption

If customers can’t read your email, they won’t. If they have to go to extra effort to read your email, they won’t. Due to more and more consumers accessing email via mobile devices, it’s vital that you optimize your messages, make them responsive for mobile devices, and make them very easy to read (avoid that dreaded newsletter format if you possibly can). Ensure that your calls to action appear early in the email, are large, invoke your logo colors, and whisk consumers away to better content.

5. Personalize and Automate

We know that these are both popular buzzwords, but they are also revolutionizing email campaigns. Personalization taps into customer data about recent purchases and viewed products to make customized recommendations and offer unique deals to past customers – results that guarantee a higher number of successful repeat sales. Automation helps save a lot of time and makes sure that customers get emails when they are supposed – right after signing up, after making purchases, when the company has important news, and so on.

Remember, the best email campaigns take advantage of the strengths you already have; When in doubt, consider what already engages your customers and wins their loyalty. With the right timing and format, those things will work through email channels, too! For any additional questions or a look at the latest ways email marketing can help your business, visit AgencySquared.com

Keeping your business top-of-mind to current and prospective clients is a very repetitive job, but with marketing automation, much of the repetitive nature of the business can be replaced by software.

While it is true that marketing automation is extremely helpful and makes the job easier, it isn’t going to replace the need for human outreach, nor will it miraculously take the place of marketing specialists.  People will still need to generate leads and maintain prospecting lists.  Purchasing lists of contacts might seem like a great idea at the time, but simply purchasing cold lists and sending them one-size-fits-all mailings or emails, is likely not going to produce much revenue, let alone long-term revenue.  Automation will not and cannot take the place of cultivating relationships with potential clients.

Becoming too dependent on marketing automation can actually kill your business in the long run, so the key to being successful with marketing automation is to understand its purpose fully and utilize its tools in an intelligent, efficient way.  

Marketing automation was designed to streamline lead generation, lead scoring and lead nurturing across a customer’s lifecycle. It is a huge part of being able to create a repeatable process that keeps business development efforts running regardless of what’s going on within the agency.

So, how does this automation ensure that activity is constant within your business development process? Here’s a look at what you can expect from a successful marketing automation program:

• Capturing relevant data completed from online forms while compiling them into its own list
• Creating a variety of lists based upon your specified demographics and prospective profiles
• Nurturing your leads that have been to your website and have shown interest in your services or products
• Extending customer relationships and engagement throughout the cycle

Marketing automation can be highly successful if you use it properly.  Whether you are already generating quality leads and have a solid procedure in place to follow up with them, or your pipeline is currently dry, marketing automation could be helpful for you.  

It is essential to remember that automation marketing, just like any other tool you’d use for your business, is not a cure-all solution.  Additionally, you can’t implement it and forget it.  In order for the automation to be effective it needs to be maintained, monitored, and evaluated periodically to determine it’s effectiveness and if your business is getting an acceptable return on the investment.

Ready to start driving more qualified leads for your business? Contact us for a free demonstration or call us at 404-564-2429.

 

There are many reasons successful agency executives join industry associations, and they boil down to two key goals:

1. Operational Excellence: You want to learn more about what your peers are doing to achieve success
2. New Business Growth: You’re simply looking to expand your network, get “face time” and drive a few sales on the side

Regardless of your intentions, participating in different groups within your industry can provide tremendous benefits for your business– especially when coupled with a proactive sales outreach program.

Associations are a great place to acquire knowledge to run your agency optimally, and depending on the organization, to make connections that lead to new business or potential referrals. 

We at Catapult have been in this business long enough to know the who’s-who of the adworld’s associations. To help agency executives, we’ve organized the top 5 marketing and advertising associations we think are worth investing your time. Check it out!

The Benefits for Agencies Joining a Marketing & Advertising Association 

The benefits of joining a marketing and advertising association range from networking opportunities and professional development to industry insights and advocacy. By leveraging the resources, connections, and expertise provided by these associations, you can enhance competitiveness, expand reach, and drive sustainable growth in the dynamic marketing and advertising landscape. 

Embracing association membership is not only a strategic investment in your agency’s future, but it’s also a testament to your commitment to excellence and innovation in serving clients and advancing the industry as a whole. We’ve listed the multiple significant advantages agencies can gain by becoming members of such associations.

1. Networking opportunities 

Networking lies at the heart of every successful agency’s growth strategy. Marketing and advertising associations provide a fertile ground for your agency to connect with like-minded professionals, potential clients, and industry leaders. By participating in association events, conferences, and online forums, you can expand your professional network, forge valuable partnerships, and uncover new business opportunities. These connections not only enhance your client base but also foster collaborations that can lead to innovative solutions and shared success.

2. Professional development 

Continuous learning and skill development are essential for your agency to remain competitive in the dynamic marketing landscape. Marketing and advertising associations offer a wealth of resources, workshops, seminars, and educational programs designed to enhance the professional development of agency professionals. From industry-specific certifications to specialized training sessions on emerging trends and technologies, these associations empower you and your team to hone your skills, stay updated on best practices, and adapt to evolving client needs.

3. Industry insights and trends 

Staying informed about the latest industry trends, consumer behavior shifts, and technological advancements is paramount for agencies striving to deliver cutting-edge solutions to their clients. Marketing and advertising associations serve as invaluable sources of industry insights and market intelligence. Through access to research reports, whitepapers, webinars, and expert panels, as a member, you gain a deeper understanding of market dynamics, emerging trends, and disruptive innovations. This knowledge equips you and your team to anticipate market changes, tailor your strategies accordingly, and maintain a competitive edge in the industry.

4. Advocacy and influence 

Marketing and advertising associations play a vital role in advocating for the interests of their members and shaping industry regulations and policies. By representing the collective voice of agencies, these associations influence government initiatives, industry standards, and ethical guidelines. As a member, you benefit from the advocacy efforts of these associations, which seek to create a conducive business environment, promote fair competition, and uphold the integrity of the profession. Additionally, active participation in association advocacy initiatives enables agencies to contribute to industry-wide conversations, drive positive change, and elevate their influence within the sector.

5. Visibility and credibility 

Membership in a reputable marketing and advertising association enhances your agency’s visibility and credibility within the industry and among potential clients. Being affiliated with a respected association signals to clients that your agency is committed to professional excellence, ethical conduct, and continuous improvement. Association membership also provides agencies with opportunities for recognition and awards, further bolstering their reputation as industry leaders and trusted partners.

6. Resource sharing and collaboration 

Let’s face it, we live in a work-from-home/hybrid, digital industry. Connecting with like minded people isn’t exactly easy. And this trend isn’t going anywhere. Marketing and advertising associations are a great way to break down digital barriers. They allow for collaboration and knowledge-sharing among agency members and brand marketers alike through online platforms, forums, and collaborative projects. Whether it’s sharing best practices, exchanging ideas, or collaborating on industry initiatives, these associations foster a culture of collaboration that benefits agencies of all sizes. 

Top Advertising Associations for Agency Executives 

Top 5 Marketing & Advertising Associations
Association	Description	Value for Agency Executives
Association of National Advertisers (ANA)	The ANA, founded in 1910, leads the marketing industry with over 680 companies and 10,000 brands, collectively spending $250 billion, embodying a century-long legacy of excellence.	Networking with brand decision makers Prospecting Building referrals
Mirren Direct	Founded in 2006, Mirren supports agency growth with consulting, training, and a resource center including Daily Leads, On-Demand Learning, and Advanced Webinars, empowering executives to optimize new business strategies.	Networking with other agency executives Staying up to date with client demands and industry trends
4A’s	Established in 1917, the 4A’s is the foremost U.S. trade association for advertising agencies, representing over 80% of total agency advertising volume with a membership of primarily small to mid-sized firms, of which over 60% bill less than $10 million annually.	Agency education Networking with other agency executives
Insights Association	Formerly the Marketing Research Association, Insights was founded in 1957 and is the largest U.S. association in the opinion and marketing research sector, setting industry standards.	Continued industry education Networking with brand decision makers Prospecting Building referrals
Interactive Advertising Bureau (IAB)	Founded in 1996, the IAB is the digital media’s primary hub, uniting over 650 leading companies, setting standards, conducting research, and educating on digital marketing’s significance.	Networking with brand decision makers Prospecting Building referrals

 

1. Association of National Advertisers (ANA)

The ANA (Association of National Advertisers) provides leadership that advances marketing excellence and shapes the future of the industry. Founded in 1910, the ANA’s membership includes more than 680 companies with 10,000 brands that collectively spend over $250 billion in marketing and advertising. The ANA also includes the Business Marketing Association (BMA) and the Brand Activation Association (BAA) which operate as divisions of the ANA, and the Advertising Educational Foundation which is an ANA subsidiary. With a rich history spanning over a century, the ANA has evolved into a powerhouse of marketing expertise and collaboration. 

Why Agency Executives Should Join ANA 

ANA is the premiere association for brand marketers, making it one of the most ideal forums to get in front of potential new business opportunities for agency executives. With numerous conferences tailored to advertisers held throughout the year, the chance to collaborate and network with top global brands, predominantly composed of corporate marketing executives, is unparalleled. From staying ahead of emerging trends to getting in front of potential clients, ANA is an ideal membership for any agency leader trying to build relationships with like minded industry pros and potential prospects. 

ANA Membership Fee 

While the ANA does not exclusively list its membership fees on its website, interested parties can easily inquire about pricing by contacting the association here.

ANA Events 

The ANA has an impressive list of industry events– hosting nearly 700 events every year. Several of these events are specifically designed to support agency growth initiatives. For a comprehensive look at the ANA’s event calendar, check out their website here. 

2. Mirren Direct 

Working closely with agency CEOs and their management teams, Mirren supports agencies with consulting and training regarding best practices in new business development. Through their membership you get access to their resource center which includes their Daily Leads, On-Demand Learning and Advanced Webinars. They provide invaluable insights and tools for agency executives seeking to optimize their new business development strategies.

Why Agency Executives Should Join Mirren 

Although Mirren isn’t technically an ‘association’, we wanted to include them on this list because Mirren is a household name for agencies, specifically those responsible for new business. Across events, on demand training and their new Mirren Talent platform agency professionals leverage Mirren to crank up their growth by staying on top of the cutting-edge best practices. By leveraging Mirren’s expertise and resources, agencies can enhance their competitive edge, drive growth, and expand their industry presence. 

Mirren Membership Fee 

Mirren membership pricing varies by the agency plan. The monthly fee for the Starter membership is $285, while the Premium membership is priced at $465 per month. Opting for the All Access membership entails a monthly fee of $885. Explore the details and membership benefits of each plan here. 

Mirren Events 

One of the go-to annual events for those responsible in driving agency new business, Mirren Live consistently brings together an impressive group of leading agencies and search consultants each year to learn about hot topics and growth drivers for successful agencies. Besides Mirren Live, Mirren also offers specialized workshops, training sessions, and webinars tailored to agency executives and professionals seeking to optimize their new business strategies and drive agency growth. These events may focus on specific topics such as prospecting techniques, pitch strategy, client retention, agency operations, and leadership development. Find their events here. 

3. 4A’s 

Founded in 1917, the 4A’s is the national trade association representing the advertising agency business in the United States. As a management-oriented association, the 4A’s offers its members the broadest possible services, expertise and information regarding the advertising agency business. Its membership produces approximately 80 percent of the total advertising volume placed by agencies nationwide. Although virtually all of the large, multinational agencies are members of the 4A’s, more than 60 percent of our membership bills less than $10 million per year.

Why Agency Executives Should Join 4A’s

In our opinion, the 4A’s is the ‘mother organization’ of agencies, and is a great fit for agencies of all types and sizes. They offer valuable training, conferences, and best practices in how to drive agency sales, profits and develop new business. For agencies seeking unparalleled industry insights and networking opportunities, the 4A’s is the go-to resource. Members gain access to exclusive tools and events designed to elevate your agency’s success in the dynamic advertising landscape. With their extensive network and comprehensive services, the 4A’s is committed to empowering agencies to thrive in the ever-evolving world of advertising.

4A’s Membership Fee 

Joining the 4A’s involves a straightforward application process upon meeting eligibility criteria and endorsing the code of conduct. Upon submission, applications undergo thorough review of agency and financial documentation, followed by a voting process that typically takes 2-4 weeks. Membership dues are determined by the annual gross income of the agency for the preceding calendar year, aligned with the 4A’s fiscal year running from April 1 to March 31. Dues are pro-rated according to the commencement date of membership, ensuring fair and transparent financial arrangements for all members.

4A’s Events 

From dynamic conferences to insightful workshops, 4A’s events gather industry leaders, creative minds, and innovative thinkers to explore the latest trends, strategies, and technologies shaping the advertising landscape. These events have unparalleled networking opportunities, expert panels, and inspiring keynotes designed to empower agencies of all sizes to thrive in today’s competitive market. For an overview of 4A’s events, check out the full calendar here.

4. Insights Association 

Previously known as the Marketing Research Association, Insights Association was founded in 1957 and based in Washington. The Insights Association is the leading and largest U.S. association of the opinion and marketing research profession, which delivers insights and strategies to help guide the decisions of companies providing products and services to consumers and businesses. Insights continues to shape the industry landscape, setting standards for excellence and ethical conduct. 

Why Agency Executives Should Join Insights

The Insights Association has a bit more wide-reaching content designed for easy consumption. You’ll find videos and case studies on particular trends, as well as frequent editorials on the latest marketing news. But underneath this sort of aggregation is a solid foundation of research and marketing communities available to those who take the next step. Membership is divided in multiple levels, but again the focus is primarily around the core principles of research and data-driven decision-making as opposed to more social aspects of marketing. 

Insights Membership Fee 

Membership dues are $375 USD annually and will be prorated if joining between April 1 and November 30. If selected, Optional Additional Chapters will be billed at $40/each. Learn more about the application process here. 

Insights Events 

Discover the latest trends and innovations in marketing research at Insights events. Insights has engaging conferences, interactive workshops, and expert-led sessions designed to deepen your understanding of consumer behavior and market dynamics. Connect with industry leaders and expand your network while gaining valuable insights to drive your business forward. Here is a listing of all of their upcoming events. 

5. Interactive Advertising Bureau (IAB)

IAB (Interactive Advertising Bureau) serves as digital media’s biggest tent, comprising more than 650 leading media and technology companies that are responsible for selling, delivering, and optimizing digital advertising or marketing campaigns. Working with its member companies, IAB develops technical standards and best practices and fields critical research on interactive advertising, while educating brands, agencies, and the wider business community on the importance of digital marketing.

Why Agency Executives Should Join IAB 

The IAB gives the best of all worlds for agency executives… much like the ANA, many of its members consist of brand marketers– making it an ideal place for prospecting opportunities.  And like the MRA, the IAB is a great place to stay ahead of industry trends. The association provides many tools and classes for free without requiring membership or certification which is always a plus. This includes fee calculators, ad viewability guides, and much more. Certification is divided into several different specialties and levels of expertise, allowing you to customize your training based on your position and goals. 

IAB Membership Fee 

Depending on the type of business you are in there are 3 rate cards that may apply.

The Media Buying agency Rate Card ranges from $10,000 to $200,000 annually. The Creative Agency Rate Card ranges from $5,000 to $15,000. The All Other Rate Card ranges from $10,000 to $294,933+. You can find more information on the IAB membership categories and rate cards here. 

IAB Events 

Discover unparalleled insights and networking opportunities at IAB events, where industry leaders meet to shape the future of digital advertising and marketing. From dynamic conferences to interactive workshops, IAB events offer a platform for professionals to remain at the forefront of innovation in the digital space. Gain invaluable knowledge from expert-led sessions and panel discussions, covering the latest trends, technologies, and best practices in digital advertising. IAB events provide a unique opportunity to expand your network, elevate your skills, and stay informed on the latest industry developments. You can find all of their upcoming events here. 

Conclusion: Couple Networking with a Proactive Business Development Program for Optimal New Business Success

Joining leading marketing and advertising associations such as the ANA, Mirren, 4A’s, Insights, and the IAB opens doors to a wealth of opportunities and resources for agency executives. By becoming a member of these esteemed associations, you can stay informed on the latest trends, gain access to valuable resources, expand your network, and elevate you and your team’s skills.

But we’re gonna take it a step further. We won’t deny the value of networking– relationships are key. But, referrals aren’t consistent, no matter how many associations you join. That’s where having a proactive outbound business development program is critical to ensure you aren’t leaving money on the table. 

At Catapult, we not only provide outsourced business development services dedicated to driving new revenue for your firm– but we also have strong, established relationships with these associations. Our mission is to create a sustainable pathway to agency growth by getting you ‘in the conversation’ and ‘in the room’ with brands that can benefit from your solutions. With our expertise across all facets of the marketing communications industry, we help convert relationships into new business wins—all without a competitive RFP. Agencies partner with us when they’ve made the commitment to grow and need a proven, viable, and scalable way to do so, with a resource solely focused on proactive new business prospecting. Join us at Catapult where we have generated qualified leads and created pipelines with over $1 billion in defined new business opportunities to date. 

Check out a few recent wins for our agencies!

 

Updated March 5, 2024

With the rise of social media, it’s easy to assume that email marketing is going the way of the dodo. However, nothing could be further from the truth. The fact is that people still use and rely on email for many things, so it continues to be a valuable and effective way to reach out to them. Email campaigns are inexpensive, so the ROI is often considerable. The trick, however, is handling them properly and having specific objectives in mind. Pick up a few helpful tips to build email campaigns that help your business grow.

Know How to Write Effective Emails

Before considering anything else, make sure you know how to create effective emails. First, the headline must be attention-grabbing, or it will get lost in the shuffle. Use A/B testing to see which subject headlines work well and which fall flat. Include plenty of graphics and links in your email to keep readers engaged, and send them at the right time of day. Finally, always include at least one strong call-to-action in your emails so readers know how to proceed.

Remind People of Your Brand

In today’s fast-paced digital world, it’s easier than ever for brands to get lost in the shuffle. Email marketing is an effective way to keep a brand top of mind. As long as the messages are low-key, they can remind consumers about a brand and prompt them to turn to the brand when they need a product or service. Birthday messages, holiday greetings and company newsletters are great examples of gentle reminders that you can send.

Build Lasting Relationships

Through effective email marketing, you can take a single purchase and turn it into a lasting relationship. Reaching out regularly through email shows consumers that they matter. After a customer establishes an account–even if they don’t buy anything–a welcome email is a great way to forge a bond. Later, reorder emails and “we miss you” emails can help sustain the relationship, increasing the odds of additional conversions.

Establish Authority

Email marketing also allows brands to establish and demonstrate their authority. Occasionally sending useful, informative messages is an excellent way to reach out without being abrasive or intrusive. Things like product showcases that include special tips or instructions and industry news help to spark conversation. When they’re well-written, they may even be shared, expanding the reach of your marketing even further.

Learn More About Your Prospects

Finally, email marketing gives brands an opportunity to learn more about their prospects, existing customers and leads. Through special technology, it’s possible to see how people react to emails and to track how they proceed from there. This provides valuable insight into how a consumer’s mind works and can enhance the marketing process in a big way.

Ditching email marketing for a purely online or social media approach is a mistake. It may not be hip or trendy, but email marketing is still one of the best ways to grow a business–as long as it’s performed correctly.

Just because someone is a skilled marketing professional does not mean that he or she knows how to sell.

New business development professionals at ad agencies very often, it turns out, get little to no training on how to effectively complete large, complex sales. Yet using some proven techniques and a little pre-call planning, business development reps can greatly improve their success on calls with prospects.

This article explores how mastering a few basic sales call techniques will develop the right approach to effectively establish a relationship that moves a sale forward.

Mastering the SPIN

Neil Rackham developed a new approach to the selling process in 1988. Rackham’s company Huthwaite, Inc. assessed more than 35,000 sales calls for products and services. Rackham identified the techniques most frequently used by successful sales professionals.

These observations disproved a number of popular myths about the selling process, such as objection handling, which Rackham argued could actually hurt the chances of selling. In turn, Rackham established a new sales model – SPIN selling.

SPIN selling focuses on four core sets of questions:

• Situation Questions, which focus on finding background details that help form a better understanding of the prospect’s situation
• Problem Questions, which allow you to unearth the problems a prospect has that your product can solve
• Implication Questions, which gets a prospect discussing the ramifications if the problem is not resolved
• Need-Payoff Questions, which address how your product can help address the implications raised

Today, sales professionals around the world incorporate the SPIN selling model into their sales process and sales calls with great success. Using the SPIN framework, an agency business development professional can achieve significant results. Business will not be won on the first sales call, but through multiple sales calls that establish a relationship and lay a foundation. Each call will have its own objectives and outcomes aimed at moving the sales forward.

Stage 1: Opening

The purpose of an effective opening is to gain the prospect’s agreement for you to ask questions. You are seeking permission to begin a relationship and gain a deeper understanding of the prospect and his or her business needs.

In the Opening stage, there’s no need for benefits statements. In smaller sales and brief calls of 10 minutes or less, an opening benefits statement may help engage the prospect’s interest. But in longer B2B calls, there is no link between success and an opening benefits statement.

It’s tempting at this stage to share everything that’s great about your agency and jump right to a solution. But research shows that successful sellers don’t talk about themselves until late in the call. If you start talking about yourself or your services too soon, you allow the prospect to start asking the questions and take control of the call.

That said, it is important to communicate who you are, why you’re making the call and establishing a basis for asking questions, but it’s not about giving a large number of details about your agency or services.

This opening needs to be brief, 30 seconds at most.

Stage 2: Investigating

The Investigating stage is the most important stage in complex sales.

The core objective is to uncover a need the prospect has. Before that conversation occurs, however, you need to do pre-call planning homework.

Look at your prospect’s industry, company and at the prospect himself or herself. What are the potential weaknesses or opportunities that you can identify?

Make a list of each of your agency’s capabilities that can improve upon the prospect’s weaknesses or take better advantage of an opportunity you’ve identified.

Frame several questions for each of these weaknesses or opportunities.

Your focus in the investigating stage should be to ask these types of questions that lead the prospect into explicitly identifying a need that you are uniquely positioned to solve.

How will you know when that need is expressed? It’s a matter of keying in on any statement a prospect makes that expresses a concern or want that can be satisfied by your agency.

Once you’ve identified a problem or dissatisfaction, ask key questions about where the issue arises, when, how often, and to whom. Explore what happens if or when the problem arises.

By asking thought provoking and relevant questions, you add considerable value to the relationship. Prospects say that asking questions about specific problems increases their respect for sellers.

Stage 3: Demonstrating Capability

Once you have a firm grasp on the needs and the ramifications of those needs, it’s time to turn to your agency. There are three main ways to describe your agency’s capabilities and the solutions you can provide.

• Features. Using this approach, you detail facts about your services; such as how large your social media team is or what awards the agency has won.
• Advantages. This approach focuses on how a capability can be used to help a prospect. For example, “Using our [capability] we can engage with your audience on social media quickly, typically with an average response time of four hours or less.”
• Benefits. This method describes how a feature or advantage meets an explicit need expressed by the prospect. “We can give you the real-time responses you said you want on Facebook 24 hours a day.”

Of the three, focusing on benefits is the most persuasive way to secure business. Why? Because in doing so, you are connecting the dots for the prospect. You are drawing the line between your services and the need the prospect confided in you.

Waiting to introduce your solution is more effective. By waiting for the prospect to express a specific need you can meet, you can tailor the capability message to address that particular issue.

Stage 4: Obtaining Commitment

Ask most people what makes a good sales person and they will sale it’s about closing the deal. In large, complex sales this is not true. Asking questions is.

In small sales you often get a commitment to buy or not buy on the first call. In complex sales it’s different. Fewer than 10 percent of calls result in a sale or no-sale. If this is the case, how can you define success?

In most complex sales it’s about advancing. This means taking deliberate movements forward with commitments that get closer to the sale.

What constitutes an advance for an ad agency new business call? It depends certainly on the business and your agency, but typical examples of successful advances are:

• Agreement to meet in person at their office or yours
• Agreement to schedule a time to review relevant case studies or thought leadership that the prospect has identified to be of interest
• Introductions to other relevant decision-makers at the company that were identified on the call

If the outcome of the call does not reach an agreement on an action that moves the engagement forward, it’s a continuation. The call is unsuccessful, no matter how nice the other party was. Building rapport is not an advance.

You can prepare to avoid a call ending in just a continuation. It begins by understanding what kind of advances will be used to decide if the call was successful.

This planning requires you to set realistic call objectives that move the sale forward. You then need to select the advance that involves the highest realistic action you think you can achieve. Make this your primary call objective.

Top sellers will plan out these advances and ask questions during the Investigation stage that lead the prospect in the direction of the primary objective.

Conclusion

In agency new business, your first sales call with a prospect is not a pitch or a presentation. It is a way to establish two-way communication.

Each sales call requires pre-call planning that identifies objectives that moves the sale forward. To accomplish this, you have to strategically uncover the prospect’s needs by asking the right questions at the right times. You can’t expect the prospect to come right out and state their challenges.

With a little planning and practice, you will see better outcomes from your calls. Prospects will come to trust you more and to rely on you and your agency as a problem-solving expert. 

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Author Bio

Christian Banach is an advertising agency new business consultant and sales director at Catapult New Business. You can connect with him on LinkedIn and Twitter.

Are you ready to make a new sales script that will increase your successful lead generation, improve sales numbers, and increase your brand recognition? Here are several keys to a great sales script in any circumstance, from telemarketing to complex cold call selling.

Talk in Specifics

If you aren’t being specific, you are wasting time. This can make some scripts more difficult to write, but the extra effort will be rewarded by hard-won attention. This rule applies to nearly every line. Don’t ask how their day is going, ask how this day of the week is going. Don’t ask them if they want to save money, ask if they want to save 30% of their monthly fees using your new system…and so on. This helps provide actionable data and keeps the lead’s focus on your words.

Never Waste Time

This ties closely to the first point: There’s no room on a sales script for unnecessary words. So don’t try to ingratiate people by spending time with pleasant nothings. You are wasting a decision maker’s time, and they will rightly hang up on you for that. Instead, be professional and get straight to the point. A brief introductory phase is important, but don’t wallow there.

Hook and Net

Every good script needs a hook – a line that dives right into what you are trying to sell and why it’s important. Usually this focuses on the money people can save or new features they can use – however, it’s important that it actually hooks the listener. “Do you want to save more on your monthly mortgage payment?” is a nice line, but falters when the customer says “No.” Make your intro interesting and provocative – with a good reason to listen for more.

Use Questions Wisely

You have a limited number of questions before even the most patient lead will hang up on you. Use them well. Important goals for questions include:

• Finding out who has the power to make decisions
• How the offering can be adapted to this particular lead
• What budget range/package works best for the lead
• Which competitors the lead is considering
• What problems the lead has with your offering

Use Different Data for Different People

A good script should include a reference to data and research backing up your points and the reasons to consider your product/service. However, a single research point or set of data is limiting – what if it doesn’t apply to a lead, or a lead doesn’t understand it? Include several data references as options in your script, so that it can be tailored to the questions and concerns of individual leads.

Allow for Adaptation

This is one of the most important and most difficult features of a good sales script; There needs to be room to go off script. This applies not only to conversations but also to the sales contract and purchase deals being made. Adapt the sales script for the consumer you are speaking to and explain the product benefits to which they can relate. Cold callers need to adapt on the fly to meet the needs of the lead, no matter what.

Once you realize your script is successful, you now have a prospective customer engaged in a conversation with you, and from there you can determine if they are a good lead for you and your company.

 

Despite the proliferation of channels available these days, email marketing campaigns remain a consistently reliable method to secure leads and gain new customer data (particular in the B2B world). The key is sculpting emails with clear goals in mind that get results from customers with very little attention to give: Try out these methods for sending out lead-friendly emails even in trying circumstances.

Include Your Branding Colors and Designs

A plan text email, no matter how professional your fonts are, won’t attract much interest. You need an email template that makes the email look attractive – like a page straight from your site. Make sure that you use your logo and brand colors somewhere inside the email. They don’t have to overpower your message, but they should be visible. This reminds customers (even subconsciously) where the email is from, and when creating new leads it helps link the email to the rest of the sales funnel.

Calls to Action

An email sent without a call to action is essentially a wasted effort. It may help with brand engagement, but how will you know? A CTA turns the email from a shot in the dark to content with a purpose – and with an excellent way to measures its efficacy. The CTA doesn’t need to be complicated and certainly doesn’t need to result in a sale: Many effective CTAs in emails simply ask viewers to download a report, fill out survey, or visit a product page. Remember, to create a lead you need to take the reader to the next step.

Targeting and Personalization

Targeting is more difficult when focusing purely on lead generation. After all, customer data on leads tends to be thin, which makes targeting with specific products or services challenging. However, more general targeting is possible and advisable: Good lead management provides a number of details about the type of person you are trying to reach. Use your customer personas and demographics information to personalize emails as much as possible by identifying unique needs and offering specific solutions.

Centered Idea

Don’t try to say too much in lead generation emails. If necessary, use newsletters for that kind of thing. Keep the email focused on a single idea or value offering. If you look at the more impressive email marketing campaigns, you’ll notice that (in addition to following some of our previous advice) they all limit themselves to very simple ideas – a new tool to try, a new deal, a press release, etc. Emulate this method.

Something New

Try to give leads something they haven’t heard before. Remember, they will be getting marketing emails every day, filled with promises and deals and “Do you have a problem with this?” messages. Avoid getting lost in the clutter by crafting more innovative subject lines and introductions that show clearly what sets your company apart. If this is problematic, then you need to do some competitor analysis first.

Sales Reward

Promise something to really win a lead’s interest. Use a special code or link to provide a discount that only the email recipient can access: This is a great way to get people involved in the email and lead them straight to your call to action.

Establishing and executing an effective email marketing campaign is about more than consistently being in touch with contacts from your mailing lists. Without routinely gauging the results of your campaigns, you’ll end up spinning your tires and wasting copious amounts of time, energy and money. In other words, consistent analytics are crucial to the long-term success of any email marketing strategy.

Even if you already check analytics on a consistent basis, you could very well be focusing on the wrong metrics–or omitting ones that could propel your campaign from being just so-so to simply spectacular. With these points in mind, familiarize yourself with some of the most important metrics that might be missing from your email marketing strategy. If any of them sound familiar, take steps to remedy the situation and to ensure that your campaigns deliver the best ROI possible.

Lifecycle Metrics

All too often, email marketing campaigns start out with a bang and then slowly but inevitably fizzle out until virtually no one on the list is paying attention anymore. Just because a campaign produces exciting results in the early stages doesn’t mean it will continue to do so for extended periods of time. For this to happen, careful attention must be paid to metrics that reflect user engagement. This means consistently and regularly checking metrics for things like opens, clicks and conversions on a daily, weekly and monthly basis.

By considering user engagement across various periods of time, you will get a better sense for how well your campaigns are designed to deliver results over the long haul. This also gives you an opportunity to see when and where users appear to lose interest, so you can take steps to remedy the situation.

While you’re at it, track metrics for first-, second- and third-time buyers as a percentage of total purchases versus established benchmarks. This will demonstrate whether people are coming back for more or abandoning your emails and brand after certain periods of time.

Quality Metrics

Your email marketing strategy will go nowhere without a high-quality mailing list. Therefore, you must routinely analyze metrics relating to your list if you want consistent, effective results. Most notably, are the addresses on your list even active? How often are they checked?

If they’re not used very often, they’re essentially useless to you. On a regular basis, check the overall quality of your list. As new addresses are added, assess their quality by considering their source. Make a point of checking the percentage of addresses that serve as “primary” addresses too as well as the percentage of addresses that are strong buyers of your particular product or service.

Mailbox Type

Finally, perform a regular analysis of how email addresses that are linked to different mailbox types or domains appear to fare in your marketing efforts. This can help you understand your target demographic better and give you a strong idea of which direction to go in moving forward. Even if most of your addresses aren’t very high in quality, it could be that certain mailbox types or domains perform well.

If you’re not already strict about assessing the quality of your email marketing strategy, it’s time to get on board. Prioritize the aforementioned metrics to make your analyses all the more effective.

One of the most dangerous traps your agency can fall into is thinking that once you’ve signed a client, your job is done. This mentality is even more dangerous if you or your business development team overpromised and oversold to get the client in the first place.

In fact, signing the client is just the beginning of the work. Maintaining a high level of client satisfaction is critical — and not just for client retention. Just as employers check references and look at a candidate’s tenure with previous companies, new prospects share the same concerns when hiring an agency.

If a potential new client hears negative feedback through word-of-mouth referrals or online reviews, it immediately undermines whatever relationship you have built up to that point and discounts your agency’s credibility. To be fair, every agency is going to have at least a couple of disgruntled former clients, but if your agency is known for over promising and under delivering, or for its struggles with client retention then acquiring new business is going to be an uphill battle.

Although you can’t prevent every client from leaving, you could be chasing clients away without even realizing it. Here are three of the most common reasons why agency relationships fall apart, causing clients to walk out the door.

Allowing the Quality of Service To Slip:

Allowing your customer service to decline once you’ve secured their business is one of the top ways to ensure that you lose that client.  Your level of service and excitement should stay the same during your working relationship as it did when you were pursuing the client.  Letting the amount of attention, care, and creativity decline will lead clients to believe that they aren’t as important as they were before, which will lead to discontent with the product they are paying for, and eventually they will move to another agency.

Not Meeting Their Needs/Evolving With Them:

Don’t let them get bored with you! If a client feels that you are out of new and exciting ideas for them, what reason do they have to stay with you?  Just because a campaign has been successful, doesn’t mean that you get to stop innovating.  Successful agency/client relationships are built on an ever changing and improving flow of ideas and communications, when you stop listening to your client and anticipating their needs, the odds that you will lose their business skyrockets.  Become an expert at anticipating your clients needs, read between the lines if you have to and learn to pick up any clues that might indicate they are dissatisfied.  If they appear to be losing excitement over a campaign, chances are it’s time to come up with a new plan.

Toot Your Agency’s Horn:

If your client forgets how successful your agency is and how much quality work you crank out, what is going to keep them with you?  Remind them how successful you’ve been with their account, highlight major wins, and always keep a tight handle on their budget.  When you stop meeting their needs and either go way over budget, or way under budget, they will start to wonder what they are paying you for.

Clues Your Client Is About to Stray:

If you notice a dramatic change in these three clues, you’re client relationship is likely in big trouble.

Lack of communication – has the client stopped taking your calls or contacting you?

New and Unusual Requests – is the client asking for different or more specific methods of measurement for your service?

Sudden Micro Management – is your hands off client suddenly on top of everything you do?

Stay tuned into your client, keep the lines of communication open, and ASK them if they are satisfied with your service, or if there is something more you can do to meet their needs, doing so might save you from losing their business!

Is your agency ready for what’s ahead in 2016? The marketing world continues to evolve at a rapid pace. In 2016, it’s truer than ever. Agencies that fail to adapt to the “new normal” run the risk of being left in the dust by their competitors. While many of these changes involve technology, many others involve cultural and social shifts within our society. Familiarize yourself with the five most notable trends to watch out for in 2016 to remain as competitive as possible.

1. The Digital Transformation is Upon Us 

For a long time, agencies have kept digital technology separate from other aspects of marketing. That’s changing rapidly. In 2016, things won’t be so siloed. Creatives and others within agencies will increasingly work in a collaborative fashion. The digital revolution is done, and the post-digital world requires agencies to seamlessly incorporate digital technology into all aspects of their work.

2. Personalized Conversations 

Retailers have been tracking consumers online for some time, but now the technology exists to actually do something useful with the information. More importantly, the information is no longer only useful in the online world. Indeed, retailers will increasingly have the ability to connect directly with consumers wherever they are, whether it’s online or off. Access to free Wi-Fi and mobile is largely responsible for this particular shift. Agencies should encourage retailers to embrace omnichannel marketing to create a seamless experience.

3. Generation Y 

By 2020, more than 50% of the workforce will be made up of workers who belong to generation Y. Born between 1981 and 1999, they are known for their desire to control their own destinies. They don’t crave the stability of long-term job commitments but are driven by their passion for what they do. Entrepreneurs and freelancers, they thrive on creativity and will rapidly change the face of marketing in the years to come.

4. Advertising and Media Merge Again 

Thanks to developments like big data and the rise of social media, marketing and media are getting cozy again. Successful marketing agencies understand this and will embrace it. Already, many brands are hiring younger, hipper agencies that understand how to effectively market to online users, as it’s a whole different ballgame than it is with other forms of media.

5. Diversity 

More than ever, gender equality and diversity in general are top concerns for both retailers and marketing agencies. Retailers understand that inclusivity is key, and agencies are taking note. The best and most successful agencies will make a concerted effort to hire more young women and to elevate women and minorities to higher positions. They will also strive to help employees achieve an optimal work-life balance, so you can expect a lot more telecommuting to happen in the months and years to come.

With any luck, you’re already at least somewhat aware of the trends to watch in 2016. Whether you are or not, make a point to embrace them however you can. In doing so, you will be well ahead of the competition.