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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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We are all witness to the change in marketing occurring all around us. Consumers, buyers, or more to the point, marketers are also in the middle of this change. Declining response rates, unwilling consumers, decreasing store traffic, scrutiny of transparency,... Continue reading
Posted 5 days ago at #LetsGrow!
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It is a common dilemma. You get into a review or a conversation with a marketer, and you have little or no current category-specific work to show. Your best case studies or your only cases are in other categories. You... Continue reading
Posted Apr 1, 2017 at #LetsGrow!
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The success of inbound marketing has always been vexing. But when it comes to ad agencies, the very people who make their clients’ the best content marketers, they often fall short. There are two enemies in the battle for inbound... Continue reading
Posted Mar 26, 2017 at #LetsGrow!
I provide consulting services, workshops, and seminars for advertising agencies who want to grow through a high-performance new business program – start fresh, rework an existing program, or augment current activities. I only work with a small group of non-competing... Continue reading
Posted Mar 21, 2017 at #LetsGrow!
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Imagine starting your day looking at your prospect opportunity timeline and mulling over which brands you really want to go after and which you don’t. You sip your coffee and think about all the creative ways to connect with those... Continue reading
Posted Mar 19, 2017 at #LetsGrow!
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I posted some thoughts on this last year and received a lot of good feedback. You can read it here. To summarize, three key factors influence success, and then there is the exception. The first, according to recent sales statistics,... Continue reading
Posted Mar 11, 2017 at #LetsGrow!
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Advertising agency business development is a tough job. Statistics show that firms win about 25% of what they pitch. That means they lose approximately 75% and the BD pro is at the tip of that spear. I’ve never heard any... Continue reading
Posted Mar 4, 2017 at #LetsGrow!
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Agencies that struggle to grow face many of the same problems; no time, limited resources, inadequate tools, inconsistent effort, unpredictable pipeline, lack of focus, too many misses. It is frustrating because your current clients love you and appreciate the hard work and extra effort you put into their success. Continue reading
Posted Feb 20, 2017 at #LetsGrow!
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Every new business pro will reach out to people who don’t know them. Those unsuspecting prospects often wonder why is this person is reaching out to me? When you make a cold contact, it is inevitable that the question will... Continue reading
Posted Feb 12, 2017 at #LetsGrow!
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Advertising agency business development has often been the task of a junior account person, primarily an order-taker or a salesperson, someone from a traditional sales role in media or other services. We often argue about whether it’s better to be... Continue reading
Posted Feb 5, 2017 at #LetsGrow!
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There are three primary sources for new business and healthy agencies generally grow in three ways equally. The first is prospecting which accounts for about a third of new revenue. The second is organic growth among existing clients which contributes... Continue reading
Posted Jan 29, 2017 at #LetsGrow!
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It is typical for an agency to have a BD person or a BD team, or for the owner and leadership to have responsibility for agency growth. But does it end there? My favorite quote is from Philip Kotler, “the... Continue reading
Posted Jan 22, 2017 at #LetsGrow!
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I was talking with a CMO from a well-known and highly respected national brand. At the conclusion of our 30-minute conversation she told me that while we were talking she received four emails from agencies soliciting her business. One was... Continue reading
Posted Jan 15, 2017 at #LetsGrow!
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With the increasing clutter in the marketplace, ad agencies will have a harder time getting the attention and time of marketers looking for new resources in 2017. Too often our natural inclination is to tell prospects what we want them... Continue reading
Posted Jan 10, 2017 at #LetsGrow!
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2017 has all the makings of a great year for advertising agencies of every stripe. The economy will continue to grow, and likely to grow in unprecedented ways. Marketers are looking for new ideas and new solutions to increasingly tough... Continue reading
Posted Jan 3, 2017 at #LetsGrow!
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This information is classified Top Secret so marketers won't know what's coming. The last couple of years have been tough but now its a whole new year and what a year it will be. We've been on a roller coaster... Continue reading
Posted Jan 1, 2017 at #LetsGrow!
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We all know that on January 1, the gyms will be filled with people earnestly making 2017 the year they get in shape. The same holds true for advertising agencies. The difference between the agencies that struggle and those that... Continue reading
Posted Dec 5, 2016 at #LetsGrow!
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Agencies who want an edge in 2017 should consider new ways to stand out, differentiate and delight their prospects and future clients. In a previous post, Hold onto your clients. Unleash your new business hounds; I covered the historic competition... Continue reading
Posted Nov 28, 2016 at #LetsGrow!
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The first thing everyone thinks about when you mention advertising agency business development is prospecting – the attempt to intersect need out in the wild. Book after book tells us how. Consultant after consultant shows us how. Tools and databases... Continue reading
Posted Nov 20, 2016 at #LetsGrow!
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Before you ever think about who to put on your prospect list, you have to know what your agency has to offer that’s different from your competition because that has a big influence on who should be on your prospect... Continue reading
Posted Nov 14, 2016 at #LetsGrow!
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Differentiation is a universal conundrum. It plays a role in almost every part of our lives and our choices. Marketers are no different. Agencies are no different. Marketers, with their agencies, spend countless hours trying to find and exploit the... Continue reading
Posted Nov 6, 2016 at #LetsGrow!
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I’ve seen a lot of sensational headlines appealing to ad agency leadership claiming to offer a winning new business plan and I wonder what that means. What constitutes a winning program? Any agency that doesn’t win new business won’t be... Continue reading
Posted Oct 29, 2016 at #LetsGrow!
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There is no shortage of opinions from marketers about advertising agency new business development practices. And their opinions are not very flattering. I surveyed marketers at the beginning of the year to get beyond opinions and hear it from them.... Continue reading
Posted Oct 22, 2016 at #LetsGrow!
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No doubt you are in the 4th quarter scramble to capture everything you can from your current clients before the buzzer sounds. At the same time, you try to schedule meetings with your leadership to strategize growth in 2017. But... Continue reading
Posted Oct 17, 2016 at #LetsGrow!
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It used to be that ad agency business development was a bunch of separate tasks organized in your head, in word and excel, in calendars, post-it notes, scraps of paper and assorted business cards. I pulled out an old file... Continue reading
Posted Oct 11, 2016 at #LetsGrow!