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jHeenan
Birmingham, AL
Agency Growth Consultant | Connecting Agencies with Clients and Brands with Customers
Interests: He is a contributing author of "The World’s Foremost Authorities On Marketing: Top CMOs Share What They Know Best", http://amzn.to/L83SZG and is currently ranked in Social Media Marketing Magazine's list of the "World's Top CMO's to follow on Twitter".
Recent Activity
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I’ve had a lot of discussion about the About page on an agency website and specifically the people who are featured or not. I’ve looked at a lot of about pages, and they run the gamut, telling me that most... Continue reading
Posted Sep 17, 2016 at Lets Grow!
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I surveyed marketers, your future clients about their preferences for agency business development. When asked if it is important to be made aware of new agency resources, 51% said it is “very” or “somewhat” important while 26% said yes when... Continue reading
Posted Sep 10, 2016 at Lets Grow!
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I remember when my father loaded us all in the station wagon and off we went to Disneyland. You can imagine the excitement from brother to sister, all seven of us. I, in my usual spot far back in the... Continue reading
Posted Aug 27, 2016 at Lets Grow!
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Ad Agency business development is too often an individual sport. Even though they have a team behind them, the job ultimately falls on BD, alone, into the wee hours of the night, lost weekends, missed anniversaries, but I digress. The... Continue reading
Posted Aug 20, 2016 at Lets Grow!
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In conversations I’ve had over the years one thing stands out that has never made sense to me. So many times I’ve heard, I don’t want to ask for help because my boss, colleagues, subordinates will think I can’t handle... Continue reading
Posted Aug 13, 2016 at Lets Grow!
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August is prime summer vacation month, and most prospecting activity slows to an agonizing halt. Prospects are on the beach, toes in the sand recharging for the all-important fourth quarter. This is the time when most BD people question their... Continue reading
Posted Aug 7, 2016 at Lets Grow!
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We have all heard it time and time again – content is king. Our clients are investing more in content every year. According to Econsultancy and Oracle Marketing Cloud research, 77% of companies are planning on increasing content marketing budgets... Continue reading
Posted Aug 1, 2016 at Lets Grow!
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Your website is new. Your prospect list is fresh. Your business development program is full speed ahead, but the results are not what you had hoped for. All this effort and investment doesn’t seem to move the needle. Why don’t more prospects respond to your business development efforts? It's pretty simple. Continue reading
Posted Jul 24, 2016 at Lets Grow!
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At the end of last year, I surveyed 156 small, medium and large advertising agency owners and senior leadership about their business development practices. A wide variety of organizations participated, with a good distribution of sizes by employees. 28% were... Continue reading
Posted Jul 17, 2016 at Lets Grow!
Thanks for your thoughts Jerry. I've studied this very issue a lot and am a practitioner of new business for ad agencies as well but do not consider myself an expert by any means. I've done my own research among both advertising agencies who are trying to sell their services and marketing executives who are the buyers of agency services. You can download the survey results by filling out the form in the right column of this site. In case you haven't, you can read my latest post about cold calling here http://bit.ly/29LH1pE. In my opinion, there is no definative source for best practices. It is as much dependant on the personality of the salesperson as it is the buyer. There are broad percentages of success to guide us but still are enough exceptions to the rules to keep us comfortable in our bad habits. I suggest you ask your prospective customers how they want to be engaged, as I did in this post http://bit.ly/29AZkdu, and model your approach from the customer's perspective. Good luck!
Toggle Commented Jul 14, 2016 on Stop the call bombing! at Lets Grow!
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I’ve seen a lot of chatter recently about the death of cold calling. The phone still works. We all answer calls. Cold calling isn’t dead. It’s simply a matter of whether it is right for your business and your sales... Continue reading
Posted Jul 10, 2016 at Lets Grow!
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Research suggests that 3% of marketing executives are actually in the market ready to buy – only 3%. That should have significant implications on advertising agency business development but too often is ignored. 3% is a tiny percentage of people... Continue reading
Posted Jul 4, 2016 at Lets Grow!
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Ever play that game when you were a kid? Well, one of the most frustrating things about ad agency new business development is having to play that game with prospects. “I don’t know what my budget is. I don’t know... Continue reading
Posted Jun 20, 2016 at Lets Grow!
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What would happen if you make YOUR agency your best client? First, almost certainly, panic would set in across the firm. Second, what a ridiculous idea – billings and cash flow would be upside down. Third, I can’t keep up... Continue reading
Posted Jun 16, 2016 at Lets Grow!
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It’s been my world for more than 15 years. Not as a consultant but in the trenches honing my approach at small, mid-size and large agencies. I sell agency services, projects, programs and AOR relationships. I bring fresh hands-on experience with many different kinds of new client wins that have generated millions of dollars for agency owners. I have experience as a client, too, managing, hiring and firing agencies. I know how your prospects want to be engaged and how agencies can succeed. I work as your fractional New Business Director to engage and develop relationships that lead to more clients, more revenue, and a more predictable pipeline. Continue reading
Posted Jun 4, 2016 at Lets Grow!
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When salespeople decide to go after a prospect, look out. You’ve never seen such single-minded focus, determination and sheer force of will. They rarely think about what is on the receiving end of their effort. It is for this reason... Continue reading
Posted Jun 3, 2016 at Lets Grow!
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We’ve all heard a lot of horror stories about the business development role in advertising. It is one of the most maligned jobs at the agency. BD people are often the scapegoat for bigger more systemic problems. Hero one day... Continue reading
Posted May 29, 2016 at Lets Grow!
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There is a lively debate going on in the On Startups - The Community For Entrepreneurs group over at LinkedIn about whether cold calling is effective anymore. Over 285 business development and sales professionals have weighed in so far. I... Continue reading
Posted May 22, 2016 at Lets Grow!
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The goal is to win but when you don’t the next best thing is to understand why so the agency can improve and grow. Surprisingly, many agencies don’t ask why. When they do, it is likely the Business Development person... Continue reading
Posted May 16, 2016 at Lets Grow!
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What are the three biggest barriers to new business success for agencies? If you ask agency owners, you may get a different answer than the business development people at the agency. I just conducted a survey among advertising agency business... Continue reading
Posted May 2, 2016 at Lets Grow!
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We all know things change. Over 75% of marketers believe our business has changed more in the last couple years than in the past 50. The speed of change continues to accelerate, and there’s no telling where our future clients... Continue reading
Posted Apr 9, 2016 at Lets Grow!
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It is often a brisk conversation in the heat of pitch preparation. Should the agency president be in the presentation, in the room, in it at all? According to marketing executives who hire and work with agencies, agency leadership is... Continue reading
Posted Apr 2, 2016 at Lets Grow!
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New clients are essential for ad agency success. What are the best qualities of a person who can successfully match a good client with a deserving agency? How can you spot that future superstar, the one you can keep, grow... Continue reading
Posted Mar 26, 2016 at Lets Grow!
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Have you ever sat through 100+ slides in a PowerPoint presentation and wondered, “what have I done to deserve this”? So why do so many business development professionals think they are the exception to the rules of presenting? When I... Continue reading
Posted Mar 20, 2016 at Lets Grow!
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What should advertising agencies spend on their business development activities? I say more than you are! It is a topic of great debate among agencies and all businesses alike. Apple spends 7% of their revenue on sales and marketing, Tempur... Continue reading
Posted Mar 7, 2016 at Lets Grow!