Is your agency truly unique?  Or are you one of the thousands of agencies selling the same products and services? Almost all agencies claim to be unique, different or better while using essentially the same descriptors as the others. The truth is, most prospects (advertisers) can barely tell the difference in your agency and your biggest competitor.

In this session we looked to fix that by discussing:

• Your differentiator isn’t different at all
• How to find your difference
• Using your differentiator to generate more opportunities

For any business development program to be successful, we need to take this first step of identifying a truly unique position.  Once that positioning is in place content and distribution becomes much more effective.  Hopefully this webinar will give you a great first step in finding your uniqueness!

Our guest host this month was John Heenan.  Be sure to check out his website for other great insights and content!

So many agencies. So little difference. from Catapult New Business on Vimeo.

There’s a saying around our office that if you look at a company’s website, and you can’t tell what they do, they are probably an agency.  That ambiguity might be considered cheeky when the visitor knows who your agency is, but it spells certain doom for any agency looking to generate new business and leads through their website with prospects that are visiting them for the first time.  While your website can be a fun, creative playground for your team, we need to remember that the primary goal of any good website is to convert prospects into new revenue.

The fact is 39% of people will stop engaging with a website if images won’t load or take too long to load.  (Source: Adobe).  What does this mean for your design?  It means that we need to be conscious of where our visitors come from, what devices they are using to research you, and make sure that while your site is attractive, that attractiveness does not take away from the experience of finding out just what you do.  For creatives (non-sales people) I understand the push back here.  Nobody wants a plain or salesy feeling agency website, but we do want to be sure that it is a revenue generator, not a confusion generator.

The most successful agencies I’ve seen all have their past creative prioritized on their site, but it’s important to remember – it’s not the website itself that is the creative showcase.  This is an important distinction, because when a prospect is visiting your website, they want to know:

A) Can you solve my problem?  (clear and unique agency positioning on all pages)

In the case below, the positioning is very clearly and cuts directly to the problem they solve for their clients.  Within 3 seconds, we know exactly who they are and what they do that is unique. 

B) Have you done it previously? (clear view of past creative and case studies)

Love this use of Case Studies – short and clear problem, solution, results.  This is a great CTA target for any outgoing communication.

C) How do we get in contact? (contact page for key agency decision makers)

Multiple places to take action on this homepage, giving prospects a place to convert from anywhere on their site.  They do a nice job of consistent positioning as well, along with vocalizing that immediately.

If we can simplify this online journey for our prospects, then we can greatly increase our chance of converting them from an anonymous visitor to a lead conversation.  I would encourage you to sit down and go through this journey yourself with your current website.  If you can’t find a truly unique positioning statement on each page, we need to edit.  If you are not led quickly to outstanding results and work, then we need to edit.  If you have to click a few times to find someone to contact, we need to edit.

This isn’t meant to say that your site should be boring and plain, or that you should just have random “contact us” buttons on every page like you are pushing a free trial.  Be creative, show off your digital chops, but just be thoughtful in where and how you do that.  If they have to sit through a five minute video, or go through an interactive hide and seek on the home page to find your agency’s past work, they will probably run rather than seek.

Every well-run agency is consistently looking at their mix of clients and where their revenue is coming from.  The better understanding you have of your current revenue forecast, the better prepared you will be for any bump or turn on the road ahead.  During our last webinar (Driving Agency Growth and Building Value Before the Sale) we discussed navigating this winding road by making sure your agency is following the 40% rule.  The rule is simple:  No more than 40% of your agency’s revenue can come from one client.

Now I know there are a lot of small agencies out there that got their start by landing one big client that contributes most of the revenue to your overall agency, and naturally, we all want more clients.  While it’s easy for me here to say “diversify!” I fully understand that it is entirely something else to put into practice.  There are so many reasons why you need to live by this 40% Rule and do everything you can to make sure your agency isn’t in this typical position, but here’s a few:

A wide building is sturdier than a tall one.

• I would much rather have 10 equal size clients, rather than 2 super clients because turnover happens.  It does not matter how great your service is, how good your ROI is for your client, or how much the client loves you as a person, they are going to turnover at some point.  It’s a lot easier to manage turnover from a revenue and employee standpoint if we have 10 clients, rather than 2.

Having to cut employees because of a lack of work is simply the worst.

• It breeds resentment and negativity in those employees that get to stay, and it’s an all around un-fun part of business.  If we can mitigate that need by having 10 smaller clients rather than 2 large, we can not only give our employees peace of mind, but we can show them that we are doing everything we can to give them stability and room to grow.

We aren’t beholden to bad deals.

• I’m sure we have all at some point left an initial fee negotiation, in the beginning, feeling like we made a good deal, only to find out that this client is way more work than we bargained for.  We then either need to change the scope of the work or raise the fee.  This normally goes over like a lead balloon, so we need to be able to walk away from a bad deal, and by having the account only represent 10% of your revenue verse 60%, you give yourself the ability to actually walk away if necessary.

It makes our agency more valuable.

• Charles Fallon of SI Partners talked specifically how when acquirers are evaluating agencies and looking at their value multiplier, that number goes up if client diversity exists.  This means that any acquirer is willing to pay you more money for your agency if they can see a larger range of clients by revenue and type.  More money is a good thing, right?

If you find yourself in a position of being over that 40% threshold, it’s probably time to begin thinking about your new business development plans.  Waiting for referrals will get you killed, so putting a new business process in place that can consistently generate new clients for your team should be an absolute priority for any agency that wants to be more stable, more predictable, and more valuable.

At some point, every new business person has been presented with this situation: A prospect comes to us that heard great things about what our agency does from a previous client and they think we are a great fit for them. Unfortunately, we don’t think it’s a great fit. They could be too small of a partner, in an industry we don’t want to work in, or located in an inconvenient region of the world. Whatever the reason is that they aren’t a perfect fit, we are left with the problem of needing new business, having an “easy” win standing in front of us, but possibly taking on another client that could be more pain than they are worth. What do you do?

Whether or not you choose to work with the referral above, there is an easy solution to the dilemma. Actively seek new referrals and STOP WAITING for them to come to you. If you are trying to truly grow your agency this year, sitting back and waiting for those referrals will not lead to double-digit growth. We need to proactively build a referral machine that will generate conversations between our networks with companies that we actually want to work with. So how do we go about doing this?

Creating a true referral machine has a ton of different pieces that incorporate almost every piece of your agency. Your marketing, sales, account management, executive team, and social presence all need to be aligned in order to really build a scenario where referrals produce themselves naturally in an organic way. If you want a great book on referrals, I would recommend “The Referral Engine” by John Jantsch. While he has gone through many of the points above, the one that I believe is most applicable for my new business directors and easiest to institute immediately is the idea that “the most easily referred companies are naturally social”.

So what is “naturally social”? In the new business world, to me it means that you are creating content that invites conversation, telling stories via blogs or video, working with partners to deliver content that is of value, and most importantly, actively having conversations within your immediate and extended networks. The last part is where we tend to see people who fall off the most, reaching that extended network. We all work to build these LinkedIn networks, and then we find ourselves only really “liking” content or posts that come from those that we know the closest. Well, those folks are already the most likely to send us a referral if they come across one, right? What I want to push my new business directors to do is find specific companies that they want to work with and then utilize those extended (and less used) network contacts to generate a conversation. There’s a really simple process that you can take advantage of tomorrow to do this:

1. Build a list of prospect companies

2. Search each company in LinkedIn and find their most applicable contact for prospecting that is also a 2nd-degree connection.

3. Identify your shared connection with that prospect and request a referral directly to that prospect company from your shared connection.

Seems simple right? Here’s the key part – make the referral EASY for your shared connection. Too often we either a) simply don’t ask our shared connection for a referral or b) we put the onus completely on them in terms of coming up with the reason for the referral. The idea here is that we want the referral ask to be specific, time sensitive, and pre-written for our connection. This allows them to simply forward on a message with as little work as possible for them. And because your message is time sensitive in nature, we have a built-in urgency to the request for referral.

Here’s an example:

Hi (First),

I was hoping you could help me.

You’re connected to (John Smith) of (Company) and I have some (Valuable Marketing Intelligence) that I’d like to put into their hands, and it’s a bit time sensitive. 

Since you two are connected on LinkedIn, I hoped you’d be open to introducing me today with the message below?  Feel free to edit as you desire:

 -Or- 

(First Name),

It’s been a while since we last connected – hope all is well! I thought you’d be interested in this introduction to Matt Chollet (cc’d) who has competitive market intelligence on (Company) that he wanted to ensure got into your hands today – it’s time sensitive and may impact your competitive media investments in Q3.

I’ll leave it with you both from here, hoping this is a valuable connection for you.

Best,

The essence of the above sample is the fact that all your referrer has to do is hopefully copy and paste two sentences, sign their name, and move on with their day. By making it simple like this, you take away the hurdle of creating a whole new message themselves.

By building a very simple, straightforward referral plan like this, with a straightforward referral request, we can begin to proactively create referrals around prospects that we actually want to work with.  Hopefully, this pushes us from a place of hoping and wish for referrals, to actively pursuing and engaging referrals on a daily basis that can convert the types of prospects we really want to work with.

Any successful new business strategy starts with knowing who your target audience is. As an agency you have likely already honed in on your unique value proposition and are ready to start engaging with prospective clients.

“A critical piece many agency new business professionals miss out on is making sure they have a broad enough target audience to sell and market to. We find that the key to fueling your marketing and sales efforts is an effective, targeted AND substantial audience.”

When working with our clients, we’re often asked, “How many prospect records do I need?” To get the most from your outreach, we recommend a minimum of 3,000 with the goal of having 5,000 that you can continuously engage with.

Those numbers might seem like a lot but keep in mind there are tools to help you build out your prospecting database. In fact, many of your agency peers are likely using one. According to the 2016 Mirren/RSW Mirren New Business Tools Report, 9% more agency executives are investing in list building tools (compared to 2014) to help grow their new business. Our clients typically use Winmo, however there are other resources like Hoovers, Data.com and LinkedIn to help you create hyper-targeted data sets.

The importance of audience segmentation.

As you continue to grow your prospecting audience, segmenting the data into relevant batches is very important as it keeps our content highly relevant, even when we begin to do outreach in groups of hundreds or thousands. We are not looking to spam the world with emails and phone calls, we are trying to deliver less often, but with more impact.

“By properly segmenting our audiences, we are able to ensure that the right content gets in the right hands at the right time.”

When I begin to look at a new agency list, I often segment prospects into these three groups to help us prioritize outreach and customize content:

1) Right to Win

Right to Win clients are those that are a perfect fit for our solutions. We set parameters for what a perfect client is for our agency: what issues they have, where they are and what they specialize in. If they fit those criteria, then they HAVE to be working with us and we need to talk to them in such a way that shows our perfect fit. This is likely to be a somewhat smaller group, as we are talking about perfect here. The goldilocks zone of prospects!

2) Great Fit

This will be your biggest group of prospects. They have a problem we can solve, but may fall just outside our parameters on a few criteria here or there. Maybe they are a bit outside of our typical geographic region, slightly bigger or smaller in revenue ranges, or they’re an industry adjacent to our sweet spot. If they fit 95% of our criteria and we can recognize and solve their problems, then I want to be sending them content. Too often I see agencies immediately give up on quality prospects because they put so many restrictions and criteria on who they can work with. If you want to grow, consider widening that net just a bit.

3) Stretch

This is may be the smallest group, as they are more of ‘passion projects’ from the team – or the ‘great white whales’ that would be incredible to land. They are probably not worth committing the majority of your 1 to 1 new business time to chasing, but landing one could make a huge difference in morale or revenue. Putting them in your drip content is a great way to keep them warm and fish a bit, without taking away from your time that you spend on those prospects that are going to be your stable base of revenue in the future.

Keep in mind this is just one way to segment your data. Every agency has a different strategy, and how you go about slicing your sales intelligence might be very different. Some find that the easiest way to group prospects is simply by industry vertical, while others choose to base their groupings off of job titles. Taking the time to think through who you want to be working with, and more importantly, what your prospects care about, will help you determine just how your agency should be dividing your prospect target list.

Lastly we need to remember, we are segmenting these groups because we want to get bespoke, quality content in front of the most appropriate people. Each new group you create is going to require their own set of targeted communication and targeted content, so do not break these into ten different target groups if you do not have the bandwidth to create ten different content tracks. We want to do everything we can to broaden our reach while staying highly targeted and focused in order to remain relevant. Taking the extra time to think through these audience segmentation lists and properly grouping them can save you an immense amount of time on the back-end.

The most effective new business processes turn prospects into leads by educating those prospects on how your products and services can solve their specific problems.

But when creating a proactive new business program, many teams struggle to know where to begin. We always point to these three areas to start your plan of attack: Audience, Content and Execution.

Audience

The first and most important step you should take when deciding how to begin your proactive outreach to prospects is to determine who your audience is. You need to know who your target audience is so you ask the right questions – who, why and what – to help narrow who you are marketing to. You must clearly define who your “right to win” clients are. If your team is perfectly positioned to provide the best service possible to a prospect in your niche, that’s a right to win client, and they should be working with you.

After you create your right to win list, you can begin including additional targets you see as great fits, which are a slight reach from your perfect right to win group. Agencies will often limit themselves by “fishing in too small of a pond,” or creating lists of prospects that exclude too many winnable clients. Create a realistic and appropriately sized group of contacts to attack with your approach. A great way to start thinking about Audience is to ask the following questions:

• In what areas is the agency most profitable?
• Who are you talking to now?
• What kind of business do you walk away from?
• What brands should be clients?
• What areas are most interesting to the team? What is the team passionate about?

By asking these questions, you’ll be able to determine who your audience is in a very specific, lead-driven way.

Content

Content drives just about every aspect of what we do in our lives—professionally and personally. In new business, you need to provide content that your new, specifically targeted audience wants to consume and share online. When getting started with your content strategy, start slow and don’t overextend yourself.

We’ve found that when teams commit to too much, too soon, one of two things happens: a) they burn out quickly on the process and it becomes a chore creating unique, branded content or; b) they begin building too much around a single whitepaper/eBook. Long-form content can be beneficial to your content strategy, but be careful not to let it consume hours of labor or hinder your ability to pivot across multiple audience groups.

When deciding what content should live on your editorial calendar, ask yourself questions like:

• Why does your agency exist? (less about what and how)
• What’s the one thing you do better than anyone else?
• What are the benefits of working with your agency?
• What type of work is outside of your scope? (this will help you drive more qualified conversations)
• What business problems do you solve for the identified prospect categories?

Content plays a key role in advancing your new business strategy, and increasing your prospects both within your targeted audience and outside of it.

Execution

We all dream big about winning new business, but you can’t approach that dream in an ad hoc manner. You need to have a plan set in place that is consistently repeatable, with very defined goals, measurements and activities. Your plan should involve everyone in the new business process—from Sales and Marketing to Management. At Catapult New Business, our goal is to always set a process in place that can be seamlessly transferred when changes to the team take place. During the execution phase, these are important questions you should ask:

• Who from the in-house team will be fulfilling each role in the sales/marketing process?
• What technologies do we currently have in place?
• How do we want to approach new prospects?
• How have we approached prospects in the past? What has worked best?
• Who has typically been the most receptive to our messaging?

A critical part of execution is how you leverage the content you’ve created, and the process your sales and marketing team uses that content to drive 1-1 sales conversations. By using your content to engage more often with prospects, you’ll see more opportunities to win clients.

Need help identifying a strategic plan of attack for winning new business? Contact us to learn more about how Catapult New Business implements successful new business processes for agencies.

The road to agency new business Nirvana is paved with never-ending training, consulting, workshops and self-help guides. Undoubtedly, growth through a systematic business development program often eludes agencies, but there’s no reason for agency business development professionals to go at it alone.

The reality is, like anything worth doing well, its hard. Really hard. New business is work that the vast majority of those within the professional marketing services industry didn’t sign-up for, and have no inclination to be held accountable for now, or in the future. I see it and hear about it from out of work agency new business people and frustrated agency owners every day.

The good news? It is possible for your agency to have an effective new business process in the year ahead. While it can be difficult to know what your competition is doing to be so successful, we have found that the invisible trend has increasingly been to outsource your new business.

Over the past five years, for more agencies than you’d guess, the answer to solving the business development equation has come from partnering with an outside firm for proactive prospecting. More recently, the trend has evolved to include organic client development too, once the exclusive domain of the agency account and leadership team.

Why are more agencies increasingly handing the reigns of client growth over to a third-party? It’s a daunting thought for some, but for those who’ve experimented with this model, success has come quickly. “I’ve seen agencies win more business from our involvement in their organic client development efforts this year than any other,” said Dave Currie, President of List Partners Inc. “Its often the low hanging fruit that everyone can see, though rarely is there a systematic and accountable plan to harvest it,” he continued.

What value do agencies find in outsourcing?

 

A Systematic Approach.

Agencies often find that creating a new business process from scratch is difficult. It’s usually thrown together last minute at the onset of a lost account and the strategy and tools are often lacking. Outsourcing to new business professionals, like Catapult, allow agencies to implement a systematic approach to how they win new business. Teams are able to move swiftly into market because there is a proven model of success, and the tools to back it up.

Accountability

We come across agencies every day that have multiple people working on new business, but not dedicated to it with 100% of their time. Once you have this “we all chip in approach,” when it fails, who is accountable? All? Nobody? With this outsourced model, it is very clear who is accountable for success and we can put clear objectives and goals at each stage of the process. This leads to greater transparency and understanding to who the responsibility of driving new business lies with.

A Specific Focus on New Business

Similar to our Accountability point, according to Hubspot’s Agency’s Pricing & Financial Report, 66% of agencies do not employ a full-time new business person. What does this mean? Those in-house people that are working on new business do not know where to spend their time every day. If I have learned anything during my time as a new business professional, it’s that you cannot minimize the importance of focus. Focus ensures greater success by keeping all efforts dedicated to prospecting and driving conversations with those most sought after prospects.The invisible trend of outsourcing may always remain slightly hidden due to the nature of the business, but we are seeing more inquiries than ever from agency execs that are seeing the benefits of having a systematic approach that provides accountability and focus. I’m confident we will continue to see an increase in adoption of outside resources to manage new business in 2017.

When you can win more business at a lower cost, why would you not outsource?

On average, agency-client relationships last about 36 months, which means that at any given moment one of your competitors is about to lose one of its clients. Or you are.

It’s no surprise that experienced new business professionals capture a bigger slice of that business. If you’re looking to grow your agency through building your client portfolio, you should consider hiring a full time new business director.

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

The expanding reach of the Internet is increasing competition for clients, making it difficult to find the right marketing mix to generate new business. Fortunately, using online tools to aggregate your marketing efforts can streamline your business development initiatives and boost your gross sales. In particular, comprehensive online marketing platforms tend to be the best tools for winning new business.

Online Marketing Platforms

If you’re having a hard time managing ad campaigns, lead generation campaigns and your marketing research objectives, then online marketing platforms can make a substantive difference in your life. You can perform all of these functions and more, simply by logging into a single platform that aggregates these services for you. There is no reason to log in and out of multiple applications to win new business, when a single platform makes the process easier.

In addition to making the process more efficient, these platforms also enhance the quality of your activities and the results you generate. You’re able to generate real-time analytics that can help you optimize the way you gather leads, and who you actually gather them from. Whether its higher sales conversions and sales, lower levels of bad debt and higher repeat business, online marketing plaforms can change the dynamics of your business.

Additional Resources

In addition to online marketing platforms, online marketplaces can help you generate new business without a lot of additional marketing costs. Online marketplaces help you reduce everything from your operating expenses to your cost of sales, because the marketplace maintenance is typically handled by a third-party service provider. You can advertise your services to clients all over the world and conduct transactions is a single currency, depending on the construction of the marketplace.

There are also organizations that specialize in content marketing and online marketing strategies that can help your advertising agency generate new business. The content you put out to the world has a high impact on your ability to generate and retain business, making it one of the most important marketing factors to master.

5 of the best online tools and resources for new business development include:

1. DailyVista
2. Winmo
3. Content Marketing Institute
4. Guru.com
5. Elance.com

Winning new business is a process that requires research and effective online marketing tools that help you leverage the power of the Internet to grow your company. Be sure to use online marketing platforms to optimize your marketing campaigns and advertising strategies.