RSWUS_Capabilities_Booklet_Final
1 like137 views
RSW/US is an outsourced business development firm that helps marketing agencies find new clients. They assign an experienced director to each client agency who works to generate qualified leads, set meetings, and help move prospects closer to closing deals. RSW/US handles all outreach, provides marketing support, and helps throughout the entire sales process from initial prospecting to closing. Their goal is to deliver 20-24 qualified meetings per year for their agency clients and help increase their client's new business.
RSWUS_Capabilities_Booklet_Final
- 1. OUTSOURCED NEW BUSINESS DEVELOPMENT FOR MARKETING SERVICES FIRMS
- 3. RSW/US helps agencies find qualified leads, set meetings, and move them closer to close. Our vision is to build an organization that helps create lasting and meaningful relationships between agencies of all types/sizes and marketers. We strive to create and maintain an inspiring, exciting workplace, where employees know they are valued, see the purpose of what they do, have opportunities to learn and grow, and are proud of what they do as individuals and teams. On behalf of the RSW/US team, I invite you to explore these pages to gain deeper insight into who we are, what we do, and how we create value for our clients. Enjoy the journey. Mark Sneider Owner/President RSW/US 6725 Miami Avenue, 2nd Floor | Cincinnati, Ohio 45243 mark@rswus.com | 513.559.3101 www.rswus.com 1
- 5. About RSW/US RSW/US is an outsourced lead generation/business development firm that only services marketing organizations (e.g., advertising, PR, digital). RSW/US was established in the U.S. in 2005 by Mark Sneider. Mark was a former client of RSW, having hired them out of London (where it started in 1992) to represent the marketing services firm he managed for seven years. He believed that other marketing firms in the U.S. could benefit from the same supporting service. RSW/US uses its strategic marketing and selling expertise in conjunction with its full team of professionals to help you: • Deliver qualified, high-interest prospect meetings • Better position your agency “brand” in the marketplace • Create a more consistent stream of new business opportunities • Facilitate the close AGENCIES Outsourced New Business Development for Marketing Services Firms 3
- 6. Our annual rate of growth doubled once we began working with RSW/US. They operate like an extension of our business. Mike Lotito Chief Operating Officer Media IQ, New York WE ARE YOUR BUSINESSPARTNER. 4
- 7. How RSW/US works We assign a tenured new business director (20+ years of marketing/ sales experience) who reaches out to a pre-agreed list of prospects on your behalf via post, phone, digital, and social mediums. To the outside world, they look like they’re part of your firm (they have an email box and voice mail box in your organization). Their goal is to find qualified leads, set meetings on your behalf, and help you move closer to close. At the outset of the program, we develop a communication strategy/ brand story to frame the best way to represent your firm in a compelling way that differentiates your position in the market. We have a dedicated team internally who builds lists for programs. We manage all the mailings and electronic outreach for the programs. We build content drafts for collateral to support the program – both at the outset and ongoing. What you will gain • 20 to 24 qualified meetings during the course of a year • 30 to 50 percent of all meetings turn into bid, pitch, or RFP opportunities within a few months of the meeting • 90 percent of clients with RSW/US for more than a year experience a 2x to 7x payout on the program Who can benefit Anyone in the marketing services space can and has benefited from RSW/US services. We work with a variety of different types of firms (from digital, to PR, to full service agencies) and of varying sizes. 5
- 8. 6
- 9. Kick-off meeting A member of the executive leadership team visits the client onsite to create the initial foundation and communication strategy for their new business program, with immersion into the client’s specializations, services, and culture. New business director immersion Shortly after the initial kick-off, the New Business Director (NBD) also visits the client, immersing the NBD into the agency culture, service offerings and experience. Prospecting plan development We develop an organized plan, detailing what supporting materials need to be built and how to sequence the material so that it maximizes the effectiveness of the program. List development We have a team of 10+ indivuduals solely devoted to building and cleaning targeted, sector-specific lists within weeks of the initial prospecting effort. pre-prospecting preparation 7
- 10. 8
- 11. Engaging prospects with polite persistence NBDs use all available prospecting channels to break through, and initially follow a standardized process of increasing prospect awareness by emphasizing agency expertise and asking probative questions to discover potential business challenges . Content strategy and development We write new business collateral content, including case studies, introductory mailers, ongoing email communication, and digital pieces. Our marketing department reviews findings from initial client meetings, any available collateral, and researches the agency’s online presence to develop a comprehensive value-added email program, which is analyzed, tested, and optimized to ensure performance goals are met. Ongoing value-added content development and analytics We draft content monthly for trackable, value-added email outreach marketing programs – drawing from blogs, white papers, social media efforts, or other relevant external sources. prospecting support 9
- 12. Social media monitoring and management We track prospects’ social activity and gather intel to help facilitate our outreach efforts. We also communicate with prospects via appropriate social channels to help facilitate the connection. Company/prospect snapshots Detailed information about the company and the prospect are provided prior to each meeting we set. prospecting support 10
- 13. Coaching and strategy planning pre-meeting We provide counsel leading up to the initial prospect meeting so our clients know how to best position themselves during the meeting. Beyond the meeting The first goal in every RSW/US new business program is to secure a qualified meeting with the right prospect. But, we don’t stop there. Our ultimate goal is to get closer to closing business, both before and after the meeting, by ensuring the process is continually moving forward, providing content, counsel, and ongoing support. 11 RSW/USACCOMPLISHES WHATANENTIRETEAM WOULDACCOMPLISH FORYOURAGENCY.
- 14. Post-meeting strategy discussion We often discuss post-meeting strategy with clients to help them improve their chances for closure. Post-meeting follow-up support We write content for follow-up communication and ensure any follow-up meetings are scheduled accordingly. RFP/proposal review Prior to submission, RSW/US offers its expertise in reviewing RFP responses or proposals. Ongoing tracking of post- meeting progress RSW/US NBDs track deadlines, additional meeting re-scheduling and additional prospect requests to ensure all the necessary steps are taken to move activity closer to close. 12 post-meeting support
- 15. Interactive and social media recommendations We provide recommendations for redesigning websites, new category-specific landing pages and initial review and recommendations of social media platform usage. Survey development and management We also develop and manage surveys to prospects for our agency clients. This allows you to garner industry-specific data to use in your prospecting or other activities. Pre-/post-tradeshow prospecting We book meetings at trade shows as well as follow up afterwards. other value-added support (all part of the ongoing program) 13
- 16. 14
- 17. Better qualified leads and meetings 30 to 50 percent of what we turn over to clients turns into some kind of bid, pitch, or proposal. Superior lists Each list is built and cleaned weeks before the program begins, so it’s more accurate. More marketing-centric We redefine your offering in a compelling way, differentiating your market position while maintaining consistency of messaging throughout the program. More experienced The person representing you brings 20+ years of marketing/ sales agency experience. Marketing service firm exclusive We know better what works and what doesn’t work for prospecting in your particular space. RSW/US vs. other firms 15
- 18. Superior program control The entire RSW/US team is located at our Cincinnati headquarters. Closing facilitation Our New Business Directors are given bonuses based on the quality of meetings set and the business you close. Full-service support We will do whatever needed to help you win business — all as part of the program. More transparent You’ll have weekly update calls and bimonthly Strategy/Planning sessions. We reach out with relevancy We learn about the prospect before we reach out, so it’s more about them. 16
- 19. 17 We deliver insights beyond the day-to-day management of programs RSW/US is continuously surveying marketers and agencies to better understand what clients want and how agencies can more effectively deliver. These insights feed us a constant stream of valuable content delivered to agencies throughout the year. Walking the talk We use the same methods for our client outreach as we do to generate new business for RSW/US. Not as expensive We bring more value and are fairly priced.
- 20. The lifespan of a new business manager is about 18 months. Here are some of the reasons we’re typically given for this revolving door. Too many responsibilities Agency principals divert the attention of the new business manager so he/she can’t stay focused on generating leads. Wrong skill set Too many agencies try to hire people without regard for their real understanding of the agency or marketing business. RSW/US vs. an internal hire 18
- 21. No methodology and no consistency Few new business managers come in with a well-grounded methodology. One person can only do so much While one person can reach out to prospects, time still has to be allocated to the critical tasks of implementing ongoing strategy, follow-up, content creation and list building/cleaning. Little to no value “Setting up useless meetings” is one of the top reasons agency principals note as the reason why new business managers fail. 19
- 23. MARKETERS The No Cost Way to Find Better Agencies Simply, easily, and affordably helping Marketers find Agencies (of all types) to satisfy their marketing services needs. RSW/AgencySearch background Started in 2009, RSW/AgencySearch helps marketers find better agencies at no cost to the marketer. We operate in a much more neutral position than typical search firms. We are not only there to help the marketer make the search simple, but we are there to find the best agencies and help them present their best possible work. 21
- 24. RSW/AgencySearch founder’s background RSW/US was started by Mark Sneider, a 20-year+ veteran of the CPG marketing and marketing services community. Prior to graduating from Northwestern’s Kellogg Graduate School of Business, Mark started his career with DDB Needham in Chicago. Following graduation from Northwestern, Mark spent the next 10 years working for two formidable CPG players: SC Johnson and KAO Brands. The next seven years were spent as General Manager of the U.S. division for a major Global research firm, working with marketers to test new product concepts and advertising campaigns. Finding the best agencies RSW/US is continuously researching and communicating with agencies in an attempt to better understand the true value of the talent in the market. Hundreds of conversations are had monthly with principals of agencies of all types and sizes. As a result of these efforts, RSW/AgencySearch has an excellent sense of how to best match marketer needs with agency expertise. RSW/AgencySearch has managed searches for companies large and small. Clients have included Jack-in-the-Box, Citrix, Legrand, Psion, Middle Atlantic Products, Nissan, and University Hospitals. RSW/AgencySearch has a database of 5,000+ agencies. 22 RSW/AgencySearch
- 25. 23 Marketers: If you have NEVER used a search firm in the past RSW/AgencySearch can help (at no cost to you) identify the best talent equipped to meet your specific needs – whether they be PR needs, digital needs, or any other marketing need. RSW/AgencySearch manages the search, presents Agency options for consideration, provides counsel on the selection, and operates as the intermediary with the Agencies so you don’t have to take the time or deal with the challenges associated with a search. If you HAVE used a search firm in the past RSW/AgencySearch is different and better than other firms. They operate as a very neutral intermediary. They take no money from you, the Marketer. They take no money from any of the participating agencies up-front. This enables them to be very neutral, equally helping the Marketer by shepherding the process and providing counsel on the search – and the Agencies by providing them with advice on how to best deliver on the needs of the Marketer. RSW/AgencySearch only “wins” if one of its Agencies is selected. Only then is a small commission paid by the Agency over the first year of the engagement with you. How to start a search To start a search, you can go directly to our site and fill out an Agency Needs Form (http://www.rswagencysearch.com/ are-you-a-client-looking-for-an-agency). An RSW/AgencySearch executive will be in touch after receipt of the form. Or you can contact RSW/AgencySearch directly by either calling Mark Sneider (Owner/President) at 513.559.3101 or emailing him at msneider@rswagencysearch.com.
- 26. 6725 Miami Avenue, 2nd Floor | Cincinnati, Ohio 45243 513.898.0940 | www.rswus.com