How do you discover what marketers want from their agency partners and incorporate that into your new business program? How do you know what keeps them up at night, what they anticipate the future will bring, or how they assess their agency's performance? I seek to answer these and many other questions to make my clients more relevant and competitive. And that helps them break through the clutter to engage with prospects more often and more effectively. I collect and post the most important and informative reports, thought leadership, surveys, and other press available across the web that guide my process. I make them available as I find them for agencies to access here. Check back often to keep your business development program on the leading edge of all the changes happening each day. Let me know if I've missed anything.
Want to know what marketers and agencies are thinking heading into 2021? The 2021 RSW/US New Year Outlook survey was completed by senior level Marketers and Marketing Agency executives during December 2020. Topics include “biggest challenges facing marketing agencies” as seen through the eyes of marketers and agencies, spending and investment expectations, the growth of specialty agencies and in-house agencies, and the importance of data and analytics.READ MORE
Are you going after the winners or the losers in 2021? It’s clear that in 2020, strong brands have become stronger as a result of the COVID effect, which has accelerated digital transformation trends, such as cloud-based tech and streaming, across sectors, reinforcing the dominance of technology first brands. As the pandemic and wider social outrage exposed fault lines in society and polarized people further; we see a similar divergence in the Best Global Brands with 43% of brands growing, and 57% declining in value (vs 29% declining in 2019).READ MORE
Where do you find specific opportunities to capitalize on in 2021? The Winmo team has paid close attention and we’ve seen several categories skyrocket — both stimulating the ad economy and representing fertile ground for prospecting. Here are the insights that Winmo customers have access to on a daily basis, packaged into actionable nuggets detailing: eight key brands in four of the fastest-growing industries, decision-maker contact information to get in the door,
opportunity analysis tailored to different seller types, spend details, audience demos, and insight to fuel your outreach, and more. Take advantage of early indicators to get in with these brands ahead of major campaign planning.
R3's latest new business league rankings find that agencies that have invested in digital specialization are now reaping the rewards. Brands and marketers are looking for agencies with the skills and people to take advantage of current digital trends.read more
LoSingular takes the opinions of 350 industry leading CMOs on the coming trends in marketing technologies. Singulars calls the emerging trends of digital marketing and brand empathy "holistic marketing," and points to the connection between consumer and brand as the way forward.read more
Chief Executive lays out important strategy points for directing a marketing agency in 2021. Themes of a strong digital presence and sticking to principles are found throughout. Chief Executive recommends staying close to your customer base, in both presence and values.
Ad Age's annual ranking of the best marketers follows a theme of disruption. The best performing marketers of 2020 took full advantage of new digital media, and turned the challenges they faced into opportunities. Insights into how these marketers think and how they see the world will help you model and target your prospects.READ MORE
Winmo has compiled 21 easy to understand statistics on how marketers performed through the challenges of last year. These statistic give several interesting points of learning about marketers that you can use to improve your outreach strategy in 2021.READ MORE
Talk about marketing and agency brainpower, in 2020 SharpSpring brought together some of the top industry experts to share their advice on how to be more successful in 2021 and beyond. Hear from Seth Godin, Ann Handley, Karl Sakas, Shama Hyder, Drew McLellan, and many more in these short 15-minute on-demand webinars.READ MORE
Forbes' looks back over the social causes and movements the influenced consumers in 2020, and how marketers responded. They predict that consumers will demand more accountability from brands, going beyond what a brand says to see if their actions line up. Understanding the power of social causes can provide guidance on how your agency should better align with the trends.Read MOre
Hubspot's 21 marketing experts lay out a plethora of emerging trends in the marketing space. There is a heavy focus on digital marketing as well as virtual platforms and events. The article makes a point of saying the feature and programs for interactivity that have been promised to consumers are fast becoming a necessity.Read More
MarketingDive takes an indepth look at the challenges the marketing industry, as well as the world at large, faced last year. Their analysis shows that brands will have to work hard to reach consumers in the coming year. Brands will need to show their customers that they are a force for good in 2021.Read More
The WARC Marketer's Toolkit offers a number of solutions to problems facing the industry in the coming year. They advise marketers to be more adaptable and more ready to reach consumers where they already are. Customers will want to shop online, and their goods sent to them, and feel safe while working with a brand.READ MORE
Deloitte sets out a course for C suite decisions in 2021. Purpose, Agility, and Trust top their list of core priorities for the coming year. However, Deloitte reminds executives to be aware of market disruptions and new ecosystems.READ MORE
Trendhunter sets out several specific examples of new and innovative marketing techniques that they expect to grow over the next year. Greater use of technology and digital space, and branding focused around responsible products are among Trendhunter's top picks.READ MORE
The 2020 RSW/US New Business Report lays out clearly the issues agencies have had over the last year. 2020 was a difficult year fo agencies to come by new business, primarily due to COVID. However, RSW/US has compiled data on the strategies that have been most effective even when adaption is necessary.READ MORE
Wunderman Thomspon's The Future 100 sets out what priorties should be for the Marketing industry in 2021. The report notes the people in 2021 will be searching for security, safety, and above all optimism. Their research shows that consumers care about how companies are handling the COVID pandemic, and reflects a growing skeptism of social media and a desire for the digital space to be reigned in.READ MORE
This Adweek survey has some promising results for the marketing industry. Most of those questioned have positive things to say about their marketing agencies, and there is great opportunity on the horizon in the marketing industry.READ MORE
This survey of 274 senior-level marketers highlights the varying levels of success of organizations in weathering the pandemic’s storm. Marketers are reporting plummeting levels of optimism about the US economy previously only seen during the Great Recession of 2008, with B2B companies reporting higher levels of optimism than B2C companies. Marketers, however, are more optimistic about their own organizations than the overall economy (68.8 out of 100 versus 50.9).READ MORE
iab finds that there is a growing divide between traditional media and digital media spending. Tradition media spending saw a decrease in 2020 as compared to 2019, whereas digital media spending has grown. With many ad-buying budgets still in flux, iab reflects on market uncertainty.READ MORE
Forrester's cautions that CMO's will need to find new ways to reinvent and reestablish their roles in 2021. The digital marketing platform is positioned to be propelled by current economic challenges. Forrester tells CMO's they must find ways to improve user experiences and diversify their teams.Read MOre
Want to know what CMOs are thinking and doing? Take a look at this survey for ideas on how to approach CMOs and what to say. According to a recent global survey by Dentsu, fielded in May that includes 200+ U.S. CMOs or similar marketing decision-makers, the results are pretty consistent with other surveys from Gartner, McKinsey, Deloitte, 4As, and others. I'm sure there will be many additional reports and opinions to consider as more data comes out during the remaining months. What I find useful in Dentsu's survey, among other things, is a distinction between marketers surveyed; those who feel prepared for the changes this year (48%), and those who feel unprepared (52%). There are notable differences in these groups, including budgets, priorities, and needs worth considering as you plan how to get your prospect's attention.READ MORE
Details about service offerings and messaging that will resonate with what brands and marketers are doing and will likely continue to do. AdAge predicts an increase in digital marketing spending, as consumers respond to covid with a desire for safety and certainty. AdAge points to the ongoing pandemic and changing lifestyles, as well as growing distrust in third party cookies as driving forces in increased digital spending. At the same time, consumers want to feel confident about where they spend their money. AdAge concludes that optimism, familiarity, certainty, and originality will be the keys to success in 2021.READ MORE
See what CMOs are planning to spend and where they will put their money to know where your best opportunities are. Gartner's yearly CMO spending survey finds many CMO's optimistic about the 2021 fiscal year. This is in spite of many marketing budgets being cut in 2020. Gartner advises that there is an opportunity to build market leadership by investing in adaptive and flexible plans. However, they caution to be prepared if more budget cuts come.Read MOre
Cella's 2020 creative industry survey finds creative teams moving into the digital world. Cella reports more money being spent on social media and motion graphics, and a greater use of development processes. However, the creative industry continues to suffer from a lack of qualified talent to hire from.READ MORE
4A's top three primary growth drivers to agency success are Agency Positioning, Vertical Offerings, and New Agency Design. The top three client facing capabilities that agencies planned to invest in were identified as Brand Strategy, Creativity, and Digital Transformation. 4A projects with those principles, and other outlined, agencies can find growth in 2021.READ MORE
Trend Hunter's 2020 report relfects a strong move towards tech. Consumers want things faster, easier, and more convenient. Trends also reflect a move towads easy of use, with voice functions and IoT.