When you’re looking to select an email marketing agency, face-to-face meetings are a crucial step, especially when seeking comprehensive services beyond just a self-service solution. These interactions often take the form of presentations, demonstrations, or creative pitches. But what exactly do marketers expect from an agency pitch to truly impress them?
A compelling question posed by a recent RSW/US research survey asked: “What one piece of advice would you give to agencies about their pitches and presentations?” The survey gathered insights from 174 marketers at diverse companies, including industry giants like AT&T, Abbott, Volkswagen, Yamaha, Baxter, and Premera. Their responses unveiled recurring themes that offer invaluable guidance for agencies aiming to win new business. While selecting a supplier involves many factors, this article compiles direct insights from those marketers on what truly makes a pitch stand out.
What Marketers Truly Want in an Agency Pitch
1. Hook Us and Keep It Interesting
An agency’s pitch needs to be dynamic and engaging from the very start. Marketers emphasize the importance of capturing their interest within the first two minutes. If an agency struggles to create an engaging presentation, it raises doubts about their ability to craft compelling messaging hook for the client’s customers. Agencies must demonstrate enthusiasm and clearly ask for the business, showcasing their competence in marketing themselves.
2. Answer Key Areas First
Respecting the client’s specific issues and questions is paramount. Agencies should diligently address all points raised in the Request for Proposal (RFP) or briefing document, even if some seem like formalities. Only after comprehensively covering these key areas should an agency venture into other topics or innovative ideas they believe the client should consider. Failing to address the client’s core inquiries during a pitch can signal a lack of attention to detail and responsiveness.
3. Keep It Short, Sweet, and Relevant
Conciseness is key. Pitches should be brief and to the point, minimizing jargon and buzzwords. Marketers prefer agencies to “show more and tell less,” believing that simple, straightforward communication captures attention most effectively. Avoid overwhelming the client with a comprehensive retrospective of every project ever undertaken; instead, focus on showcasing only the most relevant materials. As one marketer succinctly put it: “Be on time, be quick, and be creative!”
4. Align with Our Business Needs
The most effective pitches demonstrate a deep understanding of the client’s unique needs. The more an agency’s presentation reflects an intimate knowledge of the client’s products, market, and challenges, the greater the trust and confidence it will inspire. While “thinking out of the box” is welcome, a significant portion of the presentation must remain relevant and actionable, demonstrating that the agency understands the client’s world.
5. Strategic Direction and Leveraging Past Work
Agencies must not only present “what” they will do but also explain the “why” behind their strategies. It’s crucial to fully grasp and appreciate the strategic direction the client has already chosen. Pitches should include a thorough analysis of research and strategy that underpins creative solutions, rather than just showcasing the creative output. Furthermore, agencies should be aware of the client’s past marketing efforts (including those by previous agencies) and be prepared to build upon existing investments. Marketers seek agencies that can extend their internal teams, thoughtfully challenging the status quo and offering “bigger thinking” to help them overcome day-to-day operational constraints.
“I would be more inclined to award the business to an agency that got the strategy/market understanding correct, even if I was not ‘wowed’ by their initial creative.”
6. Introduce the Real Day-to-Day Team
Marketers want to meet and build rapport with the people they will actually be working with on a daily basis. It’s essential that the individuals pitching the business are the same ones who will manage the account and execute the work. Agencies should avoid the tactic of presenting “big gun” sales executives upfront only to switch to a different team once the business is secured. Introducing the creative director and key account representative during the pitch allows clients to assess cultural fit and working dynamics.
“I had a recent experience with an agency where the ‘big gun’ VP came to the pitch and after we were signed, we never saw or heard from him again. I want to interact with the creative director and my key account rep. to determine if it is a good fit. Don’t sell and bail.”
7. Make It All About the Client
An agency’s pitch must clearly demonstrate how they will address the client’s specific needs and generate measurable results. Agencies should put themselves in the client’s shoes, presenting information that directly speaks to what the client wants to know, learn, and see. This means less focus on the agency’s background and more on solving the problems that keep the client up at night. Generic, overly slick presentations often fall flat; instead, pitches should be themed around the client’s particular issues and how the agency will help achieve their objectives.
8. Do Your Homework Thoroughly
A fundamental expectation is that agencies understand the client’s business and are familiar with their industry-specific terminology. This can often be achieved simply by thoroughly reviewing the client’s website. Agencies should ask intelligent questions in advance, avoiding assumptions and demonstrating genuine interest in understanding the type of relationship the client seeks. Humility is appreciated, and crucially, always refer to the company you are pitching by its correct name.
“I find it particularly onerous to have to explain our product line to someone I’ve already met with once and have explained it to before, or even worse, when they confuse us with a competitor and call us by the wrong name. Sheesh!”
The Opportunity: Marketers Are Seeking Better Partnerships
A key finding from the RSW/US research revealed that only 44% of marketers are truly satisfied with their primary agency. This figure has fluctuated over the years (41% in 2008, 47% in 2009-2010), but consistently indicates a significant portion of marketers seeking better partnerships. This dissatisfaction presents a clear opportunity for email marketing agencies who can deliver outstanding pitches by meticulously addressing these core expectations.