Do your marketing agency’s children have shoes?

by | Jun 14, 2017 | Marketing, Public Relations

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.

Daily PR Updates

Essential PR industry news, opinion, and analysis delivered to your inbox daily.

Richard Carufel
Richard Carufel is editor of Bulldog Reporter and the Daily ’Dog, one of the web’s leading sources of PR and marketing communications news and opinions. He has been reporting on the PR and communications industry for over 12 years, and has interviewed hundreds of journalists and PR industry leaders. Reach him at; @BulldogReporter


ICYMI: Bulldog’s most popular posts from June

ICYMI: Bulldog’s most popular posts from June

With the COVID crisis still raging, June also saw the renewed Black Lives Matter movement and social justice protests take off following the killing of George Floyd by police in Minneapolis on Memorial Day, and brands were once again challenged to take a stand on the...

When is it appropriate to take risks as a PR agency owner?

When is it appropriate to take risks as a PR agency owner?

Risks taken in business involve decision making and good old-fashioned hard work. Running a consistently growing and thriving business for the past six years, I’ve realized the importance of taking risks in order to achieve success. However, I understand it’s not easy...

5 public relations tips for health and fitness products

5 public relations tips for health and fitness products

It can seem like every other day there is a new health or fitness product in the news either being launched or being rocked with scandal. Navigating the market as a health and fitness brand can be challenging, and knowing how to keep your public relations on point can...