Is there a better way for agencies to generate new business leads?

In our third article in this series, we look at one of the most viable alternatives to employing a dedicated lead generation / new business manager.

This time we look at the alternatives to having dedicated lead generation inhouse. If you’ve downloaded our infographic, you’ll already have seen how the costs compare between inhouse and agency lead generation, but let’s take a look at it in more detail.

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What’s the True Cost of an In-house New Business Manager?

How much does it actually cost to employ someone dedicated to generating new business leads?

In this article, we examine the cost implications of this resource and ask if it’s really something you can afford to budget for.

In our first post, “The Lifecycle of a Marketing Agency New Business Manager”, we looked at the typical journey of inhouse lead generation. If you missed it, you can read it by clicking here.

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New Business is Everyone’s Business

RSW believes that there needs to be a very real involvement by everyone in the firm in the agency new business programme. Everyone from Receptionist through to the CEO and Chairperson.

I was astonished the other day when I had an email exchange with the MD of a pretty large agency who was 100% adamant that he had ‘absolutely nothing’ to do with new business. He didn’t sully his hands with it. It was someone else’s problem.

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How to Reach Decision Makers

One of the most frustrating aspects of outbound lead generation for agency new business is one of the most fundamental aspects of it. What we in the B2B sales agency world call ‘access’. That is, managing to get a CMO (for example) to take your telephone call and listen to what you have to say.

It is indeed, one of the main reasons why marketing communications firms use outsourced new business agencies.

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The Lifecycle of a Marketing Agency New Business Manager

Many agencies believe that the role of outbound lead generation should be undertaken in-house by a dedicated resource. That resource will probably have a job title made up of a combination of some (or even all!) of these words – new, business, account, sales, manager, development, client, lead – but for the purposes of this article, we’ll call them a “new business manager”.

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New Business – F1 or Dodgems?

In an F1 team there are three principal components that all play an equal part in the success of the team:

The Crew – who monitor the performance of the car and driver and step in to fix any problems to keep the car on the track operating to its maximum potential and the driver safe.

The Car – honed to perfection by a group of first rate engineers and designers.

The Driver – whose role is to win the race.

To be a successful team each one of these elements needs to be place and working its specific magic. If the crew doesn’t monitor performance, the car could break down.

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MD of PR Agency

“Adam is a no bullshit operator who will provided you with a great service based on an honest assessment of your needs and what he can realistically deliver to your business. If he came in a tin, he would do what it says on it.” (MD of PR Agency)

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Partner of Advertising Agency

“RSW has been working with us for over a year, providing strategic consultancy and lead generation services. They’ve become an invaluable partner for us and an extension of our team here. Their appointment has given our new business effort wings, and we enjoy working with their highly professional and results-oriented team. If you’re not already working with them, and aren’t competitive to us, you should be speaking to Adam and Sam!” (Partner of Advertising Agency)

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LinkedIn, PR and the good old Telephone reign for agency new business

 

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The latest RSW New Business Report (our eleventh) tells us that clients rate LinkedIn as being the most effective outreach method employed by agencies, with PR coming in second and the good old telephone third. Click HERE to download of view the whole report.

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The Agency Football Team

My agency is like a football team.

The new business team are the strikers.

Account management are the midfielders.

Client services are the defence and keeper.

Every month is a new game against the opposition.

A new client won is a goal for us.

A client lost is a goal for the opposition.

The objective is to win each game.

But I’d rather we won 1-0 or 2-1 than 4-3 or 3-2.

Keeping a clean sheet is the most important aspect of our tactics, so let’s park the bus and counter-attack.

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