Intro

When a marketing agency is faced with a nearly dry pipeline, leadership’s first instinct may be to panic. Today’s guest, John Heenan, expresses the importance of reinforcing your business development efforts before this happens. Even if the things that have worked in the past are no longer working for your agency, his suggestions may offer you the information you need to course correct and generate new business.

What you will learn in this episode:

Why new agencies shouldn’t focus solely on early success.
The importance of reflecting on what is currently in high-demand within your niche.
What it means to lack “freshness” in your pipeline and how to combat this issue.
How to develop an effective prospecting program for your agency.
Some ways to recalibrate your current prospecting strategy to suit marketplace demands.
An honest comparison of virtual pitching and in-person pitching.

Bio

John Heenan started on the client side in marketing. During that time, he established an in-house agency, managed multi-million dollar marketing budgets, hired and fired agencies, and pushed brands to new heights. John then joined the dark side as an agency new business leader. He worked at various small and mid-size ad agencies, standing up and managing new business programs that have generated millions of dollars in new revenue.

John left his last firm seven years ago to consult with agencies that need help finding and engaging with new clients. He applies his experience and practical know-how to agencies who want to start, restart or reimagine their business development efforts; agencies who want to win more and better clients.

Resources:

Website: https://www.jheenan.com/
LinkedIn: https://www.linkedin.com/in/jheenan/

205. Perfecting Your Prospecting Program, with John Heenan