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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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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 6 days ago at Lets Grow!
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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 Lets Grow!
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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 Lets Grow!
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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 Lets Grow!
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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 Lets Grow!
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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 Lets Grow!
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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 Lets Grow!
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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 Lets Grow!
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A survey of more than 500 of America’s top advertisers, maybe one of your clients, was fielded over the summer and the results are pretty exciting and scary. Those surveyed said they plan to launch an unprecedented number of reviews... Continue reading
Posted Oct 2, 2016 at Lets Grow!
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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!