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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 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 yesterday 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 6 days ago 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!
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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 #LetsGrow!
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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 #LetsGrow!
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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 #LetsGrow!
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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 #LetsGrow!
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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 #LetsGrow!
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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 #LetsGrow!
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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 #LetsGrow!
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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 #LetsGrow!
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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 #LetsGrow!
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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 #LetsGrow!
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 #LetsGrow!
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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 #LetsGrow!