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What Agencies Should Know Before Their Next New Business Meeting

The following is an insightful article published today, September 8, 2014, by eMarketer:

The pressure to measure marketing’s business value has increased, and agencies should remember this when competing for new business. In July 2014 polling by RSW/US, 40% of marketers in North America said that a lack of foundation in analytics was the single-biggest deficiency among agencies vying for their business, the No. 1 response. A lack of focus on meaningful key performance indicators ranked a close second, cited by 38% of respondents.

Marketers’ responses indicated that it was critical for agencies to come to an initial meeting with thoughts about their businesses and questions that showed they were interested in their companies. On a scale of 1 to 10, 10 being “very important,” 93% of marketers ranked this at 8 or higher, with 59% giving it a 10.

However, according to marketers, agencies weren’t meeting this need. Again on a scale of 1 to 10, 10 being “always,” just 16% selected 8 or higher when asked how often agencies actually came to an initial meeting with thoughts and smart questions about their companies.

Presenting creative during a pitch was also something marketers stressed as important. On a scale of 1 to 10, 10 being “very important,” 61% ranked creative being presented as part of agencies’ pitches at 8 or higher.

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