While there appears to be no slowing down in terms of the number of agency new business technology tools being developed every day, new research show there’s a limit to how much marketing agencies can do to stay on top of what’s new—which impacts how much they can truly benefit from these offerings.

Marketing agency lead generation and business development firm RSW/US recently completed its fifth annual New Business Tools & Technology Report in partnership with training and resource center Mirren.

In this year’s survey, agencies state they do not have the resources to utilize agency new business tools in a consistent and productive manner—which in the end, makes them feel like many of the offerings simply aren’t that effective.

This feeling of inadequacy has resulted in meaningful declines in the usage of tools over the past couple of years, to the point that it’s become a “new” version of the cobbler’s children tale.

Do your marketing agency's children have shoes?

* 2016 rankings

Feeling like a cobbler whose children have no shoes is not new to marketing agencies.  Back in 2005, when we started our outsourced lead generation business, agencies struggled to do much of anything to market their own firm.

In this year’s survey, comments like: “We don’t have capable in-house staff to use and manage these tools” and “not easy to use” were present throughout the open-ended responses.

In other past surveys run by RSW/US, agencies have cited the importance of referrals and networking as a key resource for agency new business—but also recognize that relying on those resources is not a sound way of building a sustainable agency new business program.

If agencies are going to continue to grow, they’ll need to find the time and resources to manage their own process or look outside for competent help.

Want more like this?

Subscribe to get daily or weekly PR News updates from Bulldog Reporter

Bulldog Reporter

Bulldog Reporter

Bulldog Reporter is a leader in media intelligence supplying news, analysis and high-level training content to public relations and corporate communications professionals with the mission of helping these practitioners achieve superior competitive performance.


ICYMI: Bulldog’s Top 10 posts from November

We had another awesome month of engagement in November, with a nice range of articles making up our Top 10 most read—including a handful of new research-based posts about Gen Z’s preference for “sensory journalism,” new metrics for measuring the ROI of social good,...

Why you should thoroughly audit your social media presence

The way most people, especially younger generations, will experience your brand is through your company’s online presence, particularly on social media. People care about what is said on social media and the overall message you are putting across. There is no other...

Closing the CX gap—why consumers say marketers are doing it wrong

Despite increasing investment from brands in marketing technology, nearly half of consumers say brands aren’t meeting their expectations when it comes to the customer experience (CX)—and even fewer remember the last time a brand exceeded expectations, according to...