As agencies navigate uncertain economic conditions and shifting consumer behaviors, building a strong pipeline and closing new business has never been more challenging. Speculation about what business development will look like in the future adds pressure to forecast accurately—especially when ghosting at various stages in the process has become an all-too-common obstacle. Coupled with the scarcity of large-budget opportunities, it’s clear that the agency landscape demands new, creative approaches to stay competitive.

For many, outbound efforts are evolving beyond the traditional sales pitch. The focus now is on fostering genuine relationships and providing value without the hard sell, all while balancing tighter budgets and delivering effective strategies at scale. 

In this environment, attending industry events has never been more critical. These events offer fresh insights into the challenges we face and the tools to overcome them, helping agencies tap into solutions that support consistent pipeline growth.

With consumer confidence and spending power down, agencies must be smarter about where they invest their time and resources. This guide will help you navigate the top annual events tailored to agency leaders looking to improve their business development efforts, scale creative solutions, and make the most of what promises to be a transformative year.

Let’s take a look at the top events that can help you meet these challenges head-on.

2024 Agency Events at a Glance

 

Event Name	Best For	Date
Mirren AI Conference	Agency new business professionals, executives	February (Virtual)
4A’s Decisions 2024	Agency leaders, thought leaders across advertising, business, and technology	February (Los Angeles) & March (Kansas City)
AI & Your Agency Atlanta	Agency leaders	March (Atlanta)
AdAge A-List & Creativity Awards	Agency executives, creative leaders	April (NYC)
Mirren Live: New Business Conference	Agency management teams, senior client leads, operations heads, pitch teams	May (NYC & Virtual)
ANA Advertising Financial Management Conference	Agency CFOs, revenue leaders, marketing procurement professionals	May (Orlando, FL & Virtual)
Cannes Lions International Festival of Creativity	Agency executives, creative directors, business development teams	June (Cannes, France)
VidCon for Business	Agency marketers, brand strategists, content creators	August (Anaheim, CA)
ANA Masters of Measurement & Analytics	Agency data analysts, measurement experts, marketing executives	September (Chicago, IL & Virtual)
Digital Summit 2024	Agency marketing professionals	August (Minneapolis, MN)
Advertising Week New York	Agency marketers, business development teams	October (New York, NY)
ANA Masters of Marketing	Agency executives, CMOs, marketing leaders	October (Orlando, FL & Virtual)
Brandweek	Brand leaders, marketers, agency strategists	September (Phoenix, AZ)
Digiday Programmatic Marketing Summit	Programmatic advertising specialists, media buyers	December (Nashville, TN)

 

2024 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. Mirren AI Conference 

February, Virtual

For agency new business professionals and executives, the Mirren AI Conference is an essential event to attend in 2024. As AI continues to reshape industries, this virtual conference goes beyond the hype, delivering actionable insights into how generative AI can transform not just creative output but also agency operations, strategy, and profitability.

Featuring a lineup of industry leaders and advanced agencies already leveraging AI, attendees will learn practical use cases that can enhance everything from client services and creative development to back-end project management and workflow optimization. For agency executives focused on profitability and operational efficiency, the event highlights how AI can cut down on time-consuming tasks and deliver more value to clients without increasing overhead.

New business professionals, on the other hand, will walk away with a deeper understanding of how to position their agencies as innovative leaders, able to offer cutting-edge solutions that resonate with clients seeking both creative excellence and cost-effective approaches. This conference provides a competitive advantage by showing agencies how to incorporate AI into their processes to improve client outcomes, enhance strategy, and streamline operations—all critical components for winning and retaining business in today’s fast-changing market.

2.  4A’s Decisions 2024  

Los Angeles: February & Kansas City: March

The 4A’s Decision event offers agencies an opportunity to explore pragmatic approaches to building for sustained growth. By connecting with thought leaders across advertising, business, and technology, agency leaders can learn strategies to drive results. The event focuses on real-world approaches to building long-term success, ensuring attendees leave with practical solutions they can immediately implement.

One of the key benefits of attending is the chance to explore how to optimize content, community, and culture to fuel commerce. As audience engagement continues to evolve with the rise of AI, personalization, and automation, this event helps agency leaders re-examine their strategies in these areas. Attendees will learn how to better connect with their audiences, adapting to new technologies while maintaining meaningful interactions that drive business results.

In addition, the 4A’s Decision event provides a platform to hear from industry veterans about the shifting demands of clients. As agencies face increasing pressure to deliver more personalized, efficient, and impactful campaigns, this event offers valuable insights into navigating these challenges while identifying new business opportunities.

3. AI & Your Agency Atlanta 

March, Atlanta

AI & Your Agency is the perfect event for agencies ready to catch up on the AI revolution. In this two-day event, you’ll gain insights into how AI can transform both your operations and the services you provide. 

Held at The Garage in Atlanta, the event equips agency leaders with the knowledge to integrate AI into their strategies for a more efficient and innovative future. Whether you’re looking to optimize internal processes or enhance client offerings, this event is a valuable opportunity to future-proof your agency.

2024 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. AdAge A-List & Creativity Awards

April, NYC

Whether you’re submitting work for an award or simply attending for the invaluable networking, the Ad Age A-List & Creativity Awards is a prime opportunity to stay on top of the industry’s most innovative campaigns. This prestigious event celebrates the bold leadership and creativity driving advertising forward, offering insights into standout work and trends that are shaping the future.

For agency executives, it’s not just about the accolades—it’s about connecting with industry leaders, discovering fresh creative approaches, and exploring how top agencies are positioning themselves for growth. With new categories like B2B and sports/entertainment agencies, 2024’s event is more relevant than ever, providing an insider’s view of where the industry is heading.

Whether you’re looking to elevate your agency’s creative game or simply make valuable connections, this event offers a unique blend of recognition and opportunity.

2. Mirren Live: New Business Conference 

May, NYC & Virtual

Mirren Live brings together over 60 of the industry’s top innovators across 30 sessions, all aimed at helping agencies build a more efficient, profitable, and future-ready growth engine. With a focus on fresh strategies, industry forecasts, and leveraging the latest technologies—especially AI—this conference is designed to help agencies streamline operations, drive new business acquisition, and foster organic growth.

Tailored for agency management teams, senior client leads, operations heads, and pitch teams, Mirren Live provides actionable insights into evolving industry dynamics and practical steps to accelerate growth. Attendees will have access to workshops that focus on sharpening new business pitches, developing stronger positioning strategies, and creating new capabilities to meet client demands.

Whether you’re looking to boost your agency’s competitiveness, refine your business development approach, or collaborate with other leading agencies, Mirren Live offers a unique blend of forward-thinking strategies and hands-on learning, making it a must-attend event for those shaping the future of their agency.

3. ANA Advertising Financial Management Conference 

May, Orlando, FL & Virtual

The ANA Advertising Financial Management Conference is the premier event for connecting marketing procurement and financial professionals with agency CFOs and revenue leaders. It offers a unique opportunity for deep networking and thought-provoking discussions on key financial topics like sustainability, supplier diversity, and effective financial management in today’s advertising landscape.

For agencies, this conference provides crucial insights into the financial dynamics of the industry, helping you optimize financial strategies, improve profitability, and gain a better understanding of the broader economic forces at play. With a mix of client-side and agency-side perspectives, attendees will walk away with actionable strategies to enhance revenue, streamline operations, and drive greater value for their organizations.

This event is ideal for agency professionals looking to elevate their financial acumen and collaborate with industry leaders to shape the future of financial management in advertising.

4. Cannes Lions International Festival of Creativity 

June, Cannes, France

The Cannes Lions International Festival of Creativity, held each June in Cannes, France, is a premier event for ad agencies worldwide. Known for its prestigious advertising awards, the festival celebrates creativity, effectiveness, and innovation across the global marketing and communications industries. 

While known for showcasing top creative work, it’s also a top-tier networking event where agencies can meet brands seeking creative partnerships and expand their client base.

For ad agencies, Cannes Lions offers a rare opportunity to gain insights from industry icons and connect with leaders from the world’s most innovative companies. It’s the perfect environment to elevate creativity, explore the latest industry trends, and foster relationships that can drive future growth.

2024 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 2024 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. VidCon for Business 

August, Anaheim, CA

This Anaheim event brings together the vibrant community of digital creators, brands, and marketers to explore the future of digital media. This year, VidCon Demand enables attendees to access sessions from both VidCon Anaheim and VidCon Baltimore, making it easier than ever to engage with the conference’s industry insights.

VidCon offers agencies the chance to learn about the latest video marketing trends and discover how to leverage content effectively to expand client bases. Networking opportunities allow agencies to connect with top creators and industry leaders, fostering collaborations that can ultimately elevate their overall strategies.

Celebrating its 13th annual show in 2024, which welcomed 55,000 attendees, VidCon is a top event to attend with its rich programming and extensive networking potential. 

2. Digital Summit 2024 

August, Minneapolis, MN 

Digital Summit is a top event for agencies looking to accelerate their growth. With workshops and seminars led by top marketing professionals, attendees receive tactical, practical, and strategic insights to sharpen their marketing skills and overall strategy. 

Whether you’re managing all aspects of a brand or specializing in one channel, Digital Summit offers the opportunity to dive deep into an array of topics. The event also prioritizes networking, providing a platform to connect with peers and explore career opportunities, making it an ideal space for agency professionals seeking growth and new connections.

3. ANA Masters of Measurement & Analytics 

September, Chicago, IL & Virtual 

With a lineup of forward-thinking marketers and researchers, this event showcases the latest tools and solutions driving business growth. Attendees have the opportunity to explore AI’s impact on measurement, evolving TV dynamics, audience insights, and outcome-based metrics.

Agencies looking to enhance their data-driven marketing strategies will without a doubt find value in this three-day conference. Sessions focused on leveraging tech and data for client acquisition and retention will provide actionable insights to help agencies stay competitive. The main goal of this event is to equip agency leaders with the knowledge needed to make informed, strategic decisions that fuel growth.

4. Brandweek 

September, Phoenix, AZ 

Brandweek is a premier event designed specifically for brand leaders, stewards, and enthusiasts within the advertising, marketing, and media industries. This event focuses on driving business growth by helping agencies develop distinctive brand identities for their clients, emphasizing the crucial link between branding and business success.

This event highlights the change and change makers who are redefining how brands fuel business success. Leveraging ADWEEK’s editorial expertise, Brandweek offers a rich program filled with sessions and discussions that inspire innovation and strategic thinking. 

2024 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. Advertising Week New York 

October, New York, NY

Celebrating its 20th edition, Advertising Week New York 2024, from October 7-10, promises an expanded program in the vibrant heart of Manhattan. Held at The Penn District, this milestone event offers agencies an unparalleled blend of education and business opportunities, featuring thought-provoking panels, insightful talks, and high-value networking sessions that focus on the future of advertising.

With new themed zones, dedicated networking lounges, and community meetups, agencies can connect with potential clients and collaborators in meaningful ways. Industry leaders will share actionable sales and growth strategies, helping agencies refine their approaches and drive success in the evolving ad landscape.

Plus, with an expanded Great Minds Stage and exclusive VIP experiences, this year’s event is bigger and better, making it a must-attend for agencies looking to stay ahead of trends and build key relationships for 2025 and beyond.

2. ANA Masters of Marketing 

October, Orlando, FL & Virtual

The ANA Masters of Marketing Conference, featuring the Global CMO Growth Summit, is a premier event for ad agencies to attend in 2024. For its seventh consecutive year, this summit will unite CMOs from leading global brands to engage in structured networking and explore critical growth priorities. 

Attendees will have the opportunity to participate in deep dives into the marketing strategies that matter most, gaining insights into client needs and the actionable steps required to achieve specific outcomes in the coming year.

For ad agencies, attending this conference is an invaluable opportunity to connect with top marketing leaders who are actively seeking innovative solutions and partnerships. By gaining insights into client needs and effective marketing strategies, agencies can align their offerings with industry demands and build relationships that drive growth.

3. Digiday Programmatic Marketing Summit 

December, Nashville, TN

The Digiday Summit is a must-attend event for agencies focused on programmatic advertising, offering insights into new strategies for driving ROI for clients. As the industry navigates changes following Google’s decision to postpone the phasing out of third-party cookies, this summit will dig deeper into key trends and innovative approaches that programmatic specialists need to adopt.

Key topics will include leveraging first-party data, harnessing AI and contextual targeting, prioritizing privacy through emerging technologies, adopting alternative identity solutions, and implementing fraud prevention measures. 

By participating in the Digiday Summit, agencies ensure their campaigns remain effective and compliant in the post-cookie era.

Conclusion: The Must-Attend Events for Agencies in 2024

Attending conferences, summits and workshops is one of the best ways to fully immerse your agency in relevant topics, acquire new skills, and learn from industry leaders. We hope this list serves as a guide for which events suit your team’s needs best. 

As you plan your conference schedule, focus on events that align with your specific growth goals in order to maximize ROI and drive meaningful results for your business. 

If you’re looking for additional channels of growth, reap the power of connections that Catapult can bring to your business. Our team works to grow your business in a strategic direction, and are ready to partner to navigate the complex new business development process together. 

Learn more about how we can help your agency grow 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.