Optimise for Growth (and Stop with the Cold Calls!)

Stop with the Cold Calls!

“Do we need to hire a sales house?”

“Should I invest in live events or webinars?”

“Shall we bring in a PR agency?”


As the CEO, Founder or  Managing Director of an agency (large or small), if these types of questions are keeping you awake at night, then you should stop – and read this blog!


With the relentless pace of agency life, it’s easy to feel like you’re constantly chasing ‘the next big thing’ to boost your new business pipeline. Sadly, this scattergun “shall we try this, shall we try that?” approach tends to lead to a flurry of decision-making that will set you up to fail and leave you feeling directionless.

We know, because we see it every day.


What if we told you that the key to driving engagement with new clients lies not in constantly changing direction, but in optimising what you already have? And it all starts with understanding your value proposition.


  • Why do clients choose you?
  • What do they love about working with you?
  • What business issues do you solve for them?


Answering these value-led questions (with honesty) will not only provide the foundation for your core messaging and proof points, it also allows you to tell compelling stories about the work you do – and why it matters. Once you’ve distilled your value proposition, now you can use it as a lens to evaluate your marketing channels.


Knowing who your audience is and where to find them is half the battle. Whether it’s through small networking events, tailored product suites, LinkedIn groups or one-on-one meetings at industry events, your outreach becomes more targeted and effective when guided by a clear understanding of your value.


Generic, cold calls or emails simply won’t cut it anymore, neither will inviting the wrong audience to events. To truly engage your audience, you need to get closer to them. Understand their needs and deliver value that speaks directly to those needs.


Tina Fegent brilliantly summed up her concerns about marketing procurement recently, when she described being “inundated” by an “exceptionally high number” of new business cold calls and emails, LinkedIn and meeting requests. Not one was tailored, personalised or offered any insight into their company or brands. It’s lazy and it’s a waste of everyone’s time.


Here’s what we advise clients:


  1. Less is more, so don’t spread yourself thin across every possible marketing channel. Instead, focus on a select few where you can build a strong presence over time. And once you’ve chosen your channels, be consistent.


  1. Measure your efforts, optimise them and give them time to yield results. Don’t flip-flop from one marketing strategy to the next without understanding why something hasn’t worked.


  1. Without a clear value proposition, all the marketing in the world won’t make a difference and there is little to zero benefit in appointing a new business consultancy or Director.


At Beckon we specialise in helping creative agencies uncover their ‘why’ and developing a marketing-led new business plan that is fit for purpose and delivers results. Get in touch with us today to find out more.