New Business Guide

1. Marketing 2. Prospecting

Getting started

3. RFI & credentials 4. Work sessions 5. Final presentation

In the pitch

6. Closing & negotiating 7. Transitioning & on-boarding

Building a relationship

Step 2: Prospecting

You want to:

Fill the new business pipeline with qualified leads:

1. Position the agency advantageously with key clients and prospects:

Pick your categories to pursue
Determine companies within the categories
Set prospecting selection criteria
Research contact names, and outreach information
Manage the contact history in a CRM database

2. Act strategically on how to best grow the agency by finding the best-suited clients

Research background on prospect's business
Research background on all contacts
Learn about the category
Read up on relevant consumer insights/and journeys
Do a competitive analysis

3. Reduce the need for 'shoot-out' pitches; go into pitches with a strategic advantage

Prospect agency relationships
Pull together work samples and case studies of recent campaigns
Determine best sales materials to send to prospect

How WARC can help

Brand Alerts
Set up alerts to receive new content on the brands you are prospecting or their competitors.

Topic Updates
Set up alerts to receive new content on the site matched to your prospecting interests.

WARC News
Keep yourself up to date on brand and marketing news; know what leading brands and marketers are reporting on and speaking about.

WARC Search
Do a word search on a prospective brand for the case studies, news, articles and latest reports from industry conferences. Or do a word search around key contacts to see if they have written on WARC or spoken at any industry conferences.

Step 3. RFI & credentials