A critical element of success for all agencies is winning new, high-quality clients. It’s a reputation-builder and typically leads to more growth. And it all starts with one thing: an exceptional pitch.
When crafting a pitch, remember the Golden Rule: Pitch the way you would want to be pitched. If you were an in-house marketer, you would want to know that agency’s approach is rooted in data, evidence they did their homework on both you and your competitors, and a fresh, authentic message.
In a recent survey by my company, Vennli, an Indiana-based data insights platform, agency professionals and in-house marketers identified the following elements of an effective pitch.
1. Data wins projects
When asked about the biggest mistakes an agency can make when pitching, “not showing how they plan to back up their claims to increase revenue,” was No. 1.
The survey also found that 70 percent of marketers expect primary research in pitches, and 75 percent of agencies said they conduct primary research. Why? Because an in-house marketer expects from an agency what their management team expects from them: proof that marketing efforts have a return on investment.
2. Play the long game
As stress and pressure mounts, it becomes easy for agencies to focus on short-term projects and push long-term plans to the back burner. But consider this: 40 percent of marketers reported putting their business up for review every one to two years, and 47 percent reported that the typical length of their relationship with an agency is between two to four years.
Of course, focusing on the long term is easier said than done. But agencies should approach every project as the beginning of a long-term relationship....
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