Dec 07: The Intelligent New Business Survey
The Intelligent New Business Survey seeks to understand how marketing communications agencies should best engage with prospective clients for the purpose of winning new business. We polled opinion from 150 US corporations regarding three areas where accurate insights are critical for agencies to be successful with their new business activity. We put a series of questions to marketing decision-makers to confirm: (1) what prompts them to search for a new agency, (2) the most effective ways for agencies to engage with them, and (3) the reasons they choose one agency over another.
Our method was to contact senior decision-makers at major marketing
spenders, using a mixture of telephone calls and emails, throughout 2007. We then gathered statistical and free text data from them via an email form. The sample group comprises decision-makers with remits across the marketing spectrum, including: advertising, PR, design, research, experiential, promotion, digital, media and direct marketing. Decision-maker titles range from brand manager to VP marketing and CMO.The findings reveal sharp contrasts between what marketing agencies tell us and what marketing decision-makers are telling us. These have enabled us to make some straightforward recommendations for how agencies might alter their approach to become more effective at new business.
To receive a free copy of the Intelligent New Business Survey 2007, please submit your details and a member of our team will contact you.