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Author: Ben Potter
I was the Commercial Director at digital marketing agency, Leapfrogg, for almost 14 years, amassing a huge amount of new business experience in that time.
A meticulous approach to lead generation, nurturing, qualifying, briefing and presenting saw the agency achieve an average win rate of 70%, including high profile brands such as Agent Provocateur, Dune London, Crabtree & Evelyn, Cath Kidston, Wolseley PLC, The Press Association and TUI.
I now work with aspiring agencies who are looking to improve how they win and retain the right clients, my mission being to make the experience of buying and selling digital services better for all those involved.
Inevitably, the resource, skills and processes for winning business differ greatly from agency to agency. However, I have found there to be three issues, common to many agencies, that impact their ability to win and retain the right clients (and therefore to grow).
A while back, I shared 10 guiding principles to help small digital agencies win more business. The pop-pickers amongst you would have noticed that ‘proposition me’ came in at number two.
A relevant, compelling and credible value proposition is very much the foundation of a successful business development strategy, so let’s spend some time taking a closer look at what it is, why it’s important and how to go about creating one.
In the recent Econsultancy/Adobe Quarterly Digital Intelligence briefing, 25% of companies said they placed most emphasis on "making our experience as personalised and relevant as possible" in terms of improving the overall customer experience.
Unfortunately, in my experience, key decisions are too often based on guesswork; following the latest fad, copying the competition or buying a solution that isn’t aligned to objectives and customer behaviour.