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The 2013 Definitive Guide to Agency New Business Tools Webinar

Aug 11, 2014

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Business

RSW/US

In this 6-13-13 webinar, RSW/US Director of Business Development Lee Mcknight Jr. discusses findings from the "2013 Definitive Guide to Agency New Business Tools," created with Mirren Business Development.

More specifically, with so many tools available, Lee discusses the 4 key tools RSW/US recommends for agencies when time and budgets are limited (and they always are).

Mirren and RSW/US surveyed their respective databases and received input from over 300 agency executives on platforms ranging from CRM, Social Media Monitoring Tools, Inbound Marketing Software, and Presentation Software among others, with a total of 12 new business tool categories reviewed by agencies.
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Page 1: The 2013 Definitive Guide to Agency New Business Tools Webinar

New Business Tools: The Definitive Guide

New Business Tools: The Definitive Guide

[email protected] @rswus #agencynewbusiness

Page 2: The 2013 Definitive Guide to Agency New Business Tools Webinar

New Business Tools: The Definitive Guide [email protected] @rswus #agencynewbusiness

Lee McKnight Jr.-Director of Business Development at RSW/US

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New Business Tools: The Definitive Guide

Our initial goal:

To create an annual survey of the top new business tools agencies use.

Download at http://www.rswus.com/resources/

survey-results

[email protected] @rswus #agencynewbusiness

Background

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New Business Tools: The Definitive Guide

300 agency

respondents nationwide from the RSW/US & MirrenDatabases.

[email protected] @rswus #agencynewbusiness

Background

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New Business Tools: The Definitive Guide

How many employees do you have in your agency?

[email protected] @rswus #agencynewbusiness

43%

21%

15%

7%

14%

0-25

26-50

51-99

100-150

150+

Background

Page 6: The 2013 Definitive Guide to Agency New Business Tools Webinar

New Business Tools: The Definitive Guide [email protected] @rswus #agencynewbusiness

Please select the title that most closely represents your role in the agency.

49%

11%4%

36%

President/CEO/COO

Account Manager/Director/VP

Creative Manager/Director/VP

New Business Manager/Director/VP

Background

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New Business Tools: The Definitive Guide

Ultimately chose 12 categories

[email protected] @rswus #agencynewbusiness

Background

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New Business Tools: The Definitive Guide [email protected] @rswus #agencynewbusiness

Social Media Platforms CRM Software Research Services Presentation Software Prospect Contact/List Building Services SEO Tools Email/Auto-Responder Services Survey Software Social Media Monitoring Tools Inbound Marketing Platforms Marketing/Webinar Platforms Project Management/Collaboration Tools

Background

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New Business Tools: The Definitive Guide [email protected] @rswus #agencynewbusiness

1) Break down, from these 12 categories, the 4 key platforms that should be part of your agency arsenal and explain why.

Webinar goal

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New Business Tools: The Definitive Guide [email protected] @rswus #agencynewbusiness

Webinar goal

2) Show you what platforms your agency colleagues find most successful.

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New Business Tools: The Definitive Guide

I. Your 4 Key Primary Platforms & Why (including what are your fellow agencies using)

II. 5 Key Secondary Platforms & Why

[email protected] @rswus #agencynewbusiness

New Business Tools: The Definitive Guide

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New Business Tools: The Definitive Guide

Your 4 Key Primary Platforms and

Why

[email protected] @rswus #agencynewbusiness

New Business Tools: The Definitive Guide

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New Business Tools: The Definitive Guide

But first, in a perfect agency new business world you would only need these three tools:

-An Inbound Marketing Platform

-CRM software

-Prospect Contact/List Building Services

[email protected] @rswus #agencynewbusiness

I. Your Perfect World-Just 3 Platforms/Tools

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New Business Tools: The Definitive Guide [email protected] @rswus #agencynewbusiness

Centralized, All-in-One Toolset

Customer Intelligence

Inbound Marketing Automation

Integrates With Your CRM

Inbound Marketing Services areimpressive

I. Your Perfect World-Just 3 Tools

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New Business Tools: The Definitive Guide

Couple that inbound marketing platform with CRM software and a list building service and you’re in fine shape.

[email protected] @rswus #agencynewbusiness

I. Your Perfect World-Just 3 Tools

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New Business Tools: The Definitive Guide [email protected] @rswus #agencynewbusiness

Now the reality check.

I. Your Perfect World-Just 3 Tools

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New Business Tools: The Definitive Guide

1) It’s expensive

[email protected] @rswus #agencynewbusiness

I. Your Perfect World-Just 3 Tools

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New Business Tools: The Definitive Guide

2) You don’t have the time, manpower or content generation (or all three)

[email protected] @rswus #agencynewbusiness

I. Your Perfect World-Just 3 Tools

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New Business Tools: The Definitive Guide

So back to reality

Crawl before you walk

I. Your 4 Key Tools and Why

[email protected] @rswus #agencynewbusiness

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New Business Tools: The Definitive Guide

Here are the 4 platforms/tools you need to use:

CRM

Lists

Social Platforms

Email/Auto-Responder Services

[email protected] @rswus #agencynewbusiness

I. Your 4 Key Tools and Why

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New Business Tools: The Definitive Guide [email protected] @rswus #agencynewbusiness

CRM Software

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New Business Tools: The Definitive Guide

Why CRM?

-An effective new business program must have a CRM.

-It’s easy when you start, but very quickly prospects will number in the 100’s and you can’t track, incorporate data and follow up with prospects without one.

[email protected] @rswus #agencynewbusiness

Tool #1: CRM

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CRM Advantages:

[email protected] @rswus #agencynewbusiness

-Tracking email campaigns

-Sitting in the cloud (mobility)

-Monitoring the overall sales pipeline.

-Connecting via social media

-Integrating customer data

Tool #1: CRM

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New Business Tools: The Definitive Guide [email protected] @rswus #agencynewbusiness

CRM Software % Using % Rate as Effective(7-10 rating among users)*

Salesforce 39% 58%

Sage ACT! 6% 30%

Microsoft Dynamics 4% 29%

Sugar CRM 2% 33%

Goldmine 2% 100%

Leads360 1% 50%

Oncontact 1% 0%

Other mentions 44% (Workamajig, Zelephant, The List, Highrise, Excel, NetSuite, Daylite)

Tool #1: CRM

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New Business Tools: The Definitive Guide [email protected] @rswus #agencynewbusiness

Only 37% of agencies using

a

CRM

believe

their system is

effective

Tool #1: CRM

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New Business Tools: The Definitive Guide

Why not effective?

[email protected] @rswus #agencynewbusiness

• Difficult to keep it updated• Only use it as a database• Too complex/too expensive

Tool #1: CRM

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New Business Tools: The Definitive Guide [email protected] @rswus #agencynewbusiness

Tool #1: CRM

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New Business Tools: The Definitive Guide [email protected] @rswus #agencynewbusiness

CRMEXCEL

Tool #1: CRM

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But an Excel spreadsheet is better than nothing.

A good CRM can be that critical time saver agencies need.

Tool #1: CRM

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New Business Tools: The Definitive Guide [email protected] @rswus #agencynewbusiness

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Why List Building Services ?

-Because the back bone of any program is a targeted, clean list.

-And the majority of agencies do not have time to do it.

[email protected] @rswus #agencynewbusiness

Tool #2: Prospect Contact/List Building Services

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New Business Tools: The Definitive Guide

List Building Service Advantages:

[email protected] @rswus #agencynewbusiness

-Time

-Research

-Quality of Leads

-Quantity of Leads

Tool #2: Prospect Contact/List Building Services

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New Business Tools: The Definitive Guide

Tool #2: Prospect Contact/List Building Services

[email protected] @rswus #agencynewbusiness

List Building Services % Using % Rate as Effective(7-10 rating among users)*

The List 49% 45%

Jigsaw 20% 44%

Access Confidential 17% 62%

Netprosp 1% 0%

Mintigo 0% N/A

Oceanos 0% N/A

Other mentions 13% (RSW/US, AdData, Pearlfinders, LinkedIn, Hubspot, Adweek, Inside View, Lexus Nexus)

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New Business Tools: The Definitive Guide

Tool #2: Prospect Contact/List Building Services

Only 43% of agencies surveyed used a list service.

Slightly surprising given how

difficult it can be to build, clean

and maintain lists internally.

[email protected] @rswus #agencynewbusiness

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New Business Tools: The Definitive Guide

Tool #2: Prospect Contact/List Building Services

Although we suspect it’s not that the other 57% are doing it themselves. . .

they’re just not using lists at all.

[email protected] @rswus #agencynewbusiness

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New Business Tools: The Definitive Guide

Tool #2: Prospect Contact/List Building Services

-Start small:

-20 to 40 prospects a month, if a list service isn’t in the budget.

-Build the parameters first:Geography, revenue, vertical

-Assign 20 prospects a month to different people in the agency

[email protected] @rswus #agencynewbusiness

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New Business Tools: The Definitive Guide

Tool #3: Social Media Platforms

[email protected] @rswus #agencynewbusiness

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New Business Tools: The Definitive Guide

Why Social Media Platforms?

-Social's not going anywhere-you don’t use it at your peril.

-Marketers are getting younger. “I don’t do voicemail.”

[email protected] @rswus #agencynewbusiness

Tool #3: Social Media Platforms

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New Business Tools: The Definitive Guide

Social Media Platform Advantages: (thanks to Michael Gass)

[email protected] @rswus #agencynewbusiness

Social media “teaches” agencies to promote themselves the way they should have been doing new business all along.

Agencies need a differentiated and appealing position to a particular target audience.

By enlarging the agency's online footprint so it can be found by their best prospective clients that match up with the core strengths of the agency.

Tool #3: Social Media Platforms

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New Business Tools: The Definitive Guide

Tool #3: Social Media Platforms

87% of agencies surveyed use them.

A healthy number.

[email protected] @rswus #agencynewbusiness

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New Business Tools: The Definitive Guide

But-only 18% rated social media as

being effective!

Tool #3: Social Media Platforms

[email protected] @rswus #agencynewbusiness

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New Business Tools: The Definitive Guide

Well, like anything else (in new business or otherwise), social takes time to work.

Tool #3: Social Media Platforms

[email protected] @rswus #agencynewbusiness

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New Business Tools: The Definitive Guide

Too many agencies still don’t believe in it as a new business tool.

Treat social the same way you treat your overall prospecting:

-With consistency & follow through

[email protected] @rswus #agencynewbusiness

Tool #3: Social Media Platforms

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New Business Tools: The Definitive Guide

Start small.

[email protected] @rswus #agencynewbusiness

Tool #3: Social Media Platforms

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New Business Tools: The Definitive Guide [email protected] @rswus #agencynewbusiness

Tool #4: Email/Auto-Responder Services

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New Business Tools: The Definitive Guide

Why Email/Auto-Responder Services?

-In short, time and reach.

-While many do it poorly, still an entirely viable channel, in concert with all the others.

[email protected] @rswus #agencynewbusiness

Tool #4: Email/Auto-Responder Services

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New Business Tools: The Definitive Guide

List Building Service Advantages:

[email protected] @rswus #agencynewbusiness

-Cost (low)

-List Management

-CAN-SPAM Act of 2003

-Statistics

Tool #4: Email/Auto-Responder Services

Page 48: The 2013 Definitive Guide to Agency New Business Tools Webinar

New Business Tools: The Definitive Guide [email protected] @rswus #agencynewbusiness

Tool #4: Email/Auto-Responder Services

Email/Auto-responder Services % Using % Rate as Effective(7-10 rating among users)*

Mailchimp 24% 64%

Constant Contact 22% 55%

Emma 11% 20%

iContact 3% 100%

Infusion 2% 100%

Vertical Response 2% 33%

Aweber 1% 100%

Get Response 0% N/A

Other mentions 35% (Hubspot, Campaign Monitor, Exact Target, sf.com Genius, Act On, Benchmark, Conversen, What counts,

Listrak, Pardot, Alterian, MarketFirst, Net-Results, Interspire, Prospect Smarter, MarketVolt, Silverpop)

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New Business Tools: The Definitive Guide

• They are easy to track

• They are customizable

• They are easy to use

use are very effective, primarily because:

55% of agency executives say the platforms they

[email protected] @rswus #agencynewbusiness

Tool #4: Email/Auto-Responder Services

Page 50: The 2013 Definitive Guide to Agency New Business Tools Webinar

New Business Tools: The Definitive Guide [email protected] @rswus #agencynewbusiness

The 15% that don't find their platforms effective say it’s because they don't put the time into them to make it work.

Tool #4:Email/Auto-Responder Services

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New Business Tools: The Definitive Guide

CRM

Lists

Social Platforms

Email/Auto-Responder Services

[email protected] @rswus #agencynewbusiness

I. Recap: Your 4 Key Tools and Why

Page 52: The 2013 Definitive Guide to Agency New Business Tools Webinar

New Business Tools: The Definitive Guide [email protected] @rswus #agencynewbusiness

I. Recap: Your 4 Key Tools and Why

Underlying all these:

Your agency positioning and expertise in the space.

Page 53: The 2013 Definitive Guide to Agency New Business Tools Webinar

New Business Tools: The Definitive Guide [email protected] @rswus #agencynewbusiness

II. 5 Key Secondary Platforms/Tools & Why

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New Business Tools: The Definitive Guide

Briefly look at 5 tools, I call secondary because they’re largely dependent on your content output and budget size.

[email protected] @rswus #agencynewbusiness

II. 5 Key Secondary Platforms/Tools & Why

Page 55: The 2013 Definitive Guide to Agency New Business Tools Webinar

New Business Tools: The Definitive Guide [email protected] @rswus #agencynewbusiness

II. 5 Key Secondary Platforms/Tools & Why

SEO Tools Research Services Social Media Monitoring

Marketing/Webinar Platforms Survey Software

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New Business Tools: The Definitive Guide [email protected] @rswus #agencynewbusiness

SEO Tools

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New Business Tools: The Definitive Guide [email protected] @rswus #agencynewbusiness

SEO Tools

SEO Tools % Using % Rate as Effective(7-10 rating among users)*

Google Analytics 42% 39%

Adwords 24% 52%

Wordpress 19% 43%

SpyFu 3% 57%

SEM Rush 2% 50%

Open Site Explorer 2% 71%

SEOQuake 1% 60%

Majesti SEO 1% 60%

Other mentions 6% (SEOMoz, BrightEdge, Hubspot, Get Clicky, Statcounter)

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New Business Tools: The Definitive Guide [email protected] @rswus #agencynewbusiness

SEO Tools

Only 17% of agencies say they manage their SEO analytics daily.

36% of these same executives say they dosomething in the social space every day.

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New Business Tools: The Definitive Guide

SEO isn't just about getting the technical details of search-engine

friendly web development correct. It’s also about marketing. This is perhaps the most important concept to grasp

about the functionality of search engines. You can build a perfect

website, but its content can remain invisible to search engines unless you

promote it.*

*Moz.combeginner’s

guide

[email protected] @rswus #agencynewbusiness

SEO Tools

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New Business Tools: The Definitive Guide [email protected] @rswus #agencynewbusiness

SEO Tools

-1990's=meta keywords tags and keyword stuffing

-2004=link bombing with anchor text, buying tons of links from automated blog comment spam injectors

-Today=Author Rank

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New Business Tools: The Definitive Guide [email protected] @rswus #agencynewbusiness

SEO Tools

Change is a constant when it comes to search.

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New Business Tools: The Definitive Guide

Start Small

-First set a goal to get your site optimized.

-Create one new case study a month.

-Commit to just one post a month.

-And use a free tool like Google analytics-at least once a week.

[email protected] @rswus #agencynewbusiness

SEO Tools

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New Business Tools: The Definitive Guide [email protected] @rswus #agencynewbusiness

Research Services

Page 64: The 2013 Definitive Guide to Agency New Business Tools Webinar

New Business Tools: The Definitive Guide [email protected] @rswus #agencynewbusiness

Research Services

Research Service % Using % Rate as Effective(7-10 rating among users)*

Hoovers 17% 36%

Forrester 17% 45%

Mintel 12% 56%

Iconoculture 10% 49%

Trendwatching.com 7% 44%

Redbooks 7% 43%

Jigsaw 7% 28%

Datamonitor 5% 53%

Gongos 5% 53%

Other mentions 18% (4A’s, The List, Internal Resources, WARC, Second Wind, Lexus Nexus, ComSCore, MRI, eMarketer,

Mirren, Data.com, Access Confidential, Ratti)

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New Business Tools: The Definitive Guide

The majority of agencies in our survey say they use research services (60%).

41% of those that use researchservices deem them effective at helping them bolster their agency's new business development efforts.

[email protected] @rswus #agencynewbusiness

Research Services

Page 66: The 2013 Definitive Guide to Agency New Business Tools Webinar

New Business Tools: The Definitive Guide [email protected] @rswus #agencynewbusiness

Research Services

A few reasons Agency executives say they use research services:

Clients/prospects love research

"How can you pitch someone if you don't know their business?

"It's like going to battle and not reading the decoded message from the enemy!"

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New Business Tools: The Definitive Guide [email protected] @rswus #agencynewbusiness

Research Services

A few reasons Agency executives don't subscribe to specific services:

• Data isn't granular enough• Limited information available on regional prospects• Value doesn't match cost

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New Business Tools: The Definitive Guide [email protected] @rswus #agencynewbusiness

Research Services

Let’s make a distinction:

Research for prospecting or pitching?

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New Business Tools: The Definitive Guide

Easier said than done, right?

Social Media Monitoring

[email protected] @rswus #agencynewbusiness

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New Business Tools: The Definitive Guide [email protected] @rswus #agencynewbusiness

Social Media Monitoring

Social Monitoring Tools % Using % Rate as Effective(7-10 rating among users)*

HootSuite 37% 43%

Tweetdeck 21% 45%

Klout 13% 31%

Sysomos 5% 70%

Sprout Social 5% 54%

Tweetadder 4% 29%

Socialoomph 2% 33%

Viralheat 1% 33%

Sprinklr 1% 0%

Mediafunnel 0% N/A

Topsy 0% N/A

Other mentions 11% (Hubspot, Inside View, Sociatracker, Tracx, NMIncite, Radian6, Buzzhead, TweetBot, meltwater,

Adobe Social, Spredfast, Sprial16)

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New Business Tools: The Definitive Guide

When asked to rate the most effective of the bunch, agencies rated HootSuitemost effective because:

[email protected] @rswus #agencynewbusiness

Social Media Monitoring

• Easy to use• User friendly• Allows more social platforms

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New Business Tools: The Definitive Guide

Why agencies don't like the products offered in this space:

[email protected] @rswus #agencynewbusiness

Social Media Monitoring

Limitations on social media

outlets

Hard to find actionable insights

Not using very

effectively

Can't tie to ROI

Too time consuming

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New Business Tools: The Definitive Guide [email protected] @rswus #agencynewbusiness

Marketing/Webinar Platforms

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New Business Tools: The Definitive Guide [email protected] @rswus #agencynewbusiness

Marketing/Webinar Platforms

Meeting Platforms % Using % Rate as Effective(7-10 rating among users)*

GoToWebinar 35% 59%

Webex 30% 44%

Adobe Connect 6% 55%

Anymeeting 3% 80%

Pardot 4% 100%

Adobe’s Marketing Stack 2% 0%

Other mentions 11% (Net-Results, Meltwater, Optify)

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New Business Tools: The Definitive Guide

Most users are generally satisfied, with 56% stating such:

• Makes it easy to connect with others• Have a lot of out of town clients• Allows us to control the presentation

[email protected] @rswus #agencynewbusiness

Marketing/Webinar Platforms

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New Business Tools: The Definitive Guide

Only 12% say the meeting platforms they're using are noteffective.

The few issues noted relate to:

• Technical problems• Specifically, trouble getting users logged in• Don't use enough

[email protected] @rswus #agencynewbusiness

Marketing/Webinar Platforms

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New Business Tools: The Definitive Guide

And webinars can be tough until you’ve established

your thought leadership.

Your prospects are incredibly busy, and

without a strong position and following, tough to get them in

the seats. [email protected] @rswus #agencynewbusiness

Marketing/Webinar Platforms

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New Business Tools: The Definitive Guide [email protected] @rswus #agencynewbusiness

Survey Software

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New Business Tools: The Definitive Guide [email protected] @rswus #agencynewbusiness

Survey Software % Using % Rate as Effective(7-10 rating among users)*

SurveyMonkey/Zoomerang 79% 45%

SurveyGizmo 4% 67%

Survey Analytics 4% 67%

QuestionPro 2% 75%

FluidSurveys 1% 0%

Other mentions 10% (ResearchNow, Qualtrics, Second Wind, Mailchimp, Google Docs, SPSS, Vovici)

Survey Software

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New Business Tools: The Definitive Guide

Of those that felt like survey software was not effective (25%), their reasons include:

[email protected] @rswus #agencynewbusiness

Survey Software• No bandwidth to use• No flexibility• Our lack of expertise

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New Business Tools: The Definitive Guide [email protected] @rswus #agencynewbusiness

Survey Software

Over 40% say their Survey software is effective.

• Great at helping get at original insights• Use it for clients• Prospects love to hear about themselves• Inexpensive• Straightforward

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New Business Tools: The Definitive Guide

Things to consider:

It’s a project of defined duration (versus blogging)

Excellent insights for your own content

Excellent insights to better understand the challenge

[email protected] @rswus #agencynewbusiness

Survey Software

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New Business Tools: The Definitive Guide

Thank You.

Download our report: at rswus.com

(Resources-Surveys)

[email protected]

[email protected] @rswus #agencynewbusiness