Source: RSW/US [download page]
Notes: Referrals and networking remain the best ways of generating new business from client marketers, much as they have been for several years now, finds the latest new business survey from RSW/US. In comparison, few believe that phone calls or social networks have been effective. Senior-level marketers separately surveyed for the study reported that, aside from referrals, they most often learn about new agencies from emails (57%), industry conferences (53%) and calls (40%). Meanwhile, they express a clear preference for email as a method of contact when agencies are trying to reach out to them.
About the Data: The 2014 RSW/US Agency-Client Business survey was completed by 110 senior level Marketers and 220 Marketing Agency executives during July, 2014. The agency sample came from the RSW/AgencySearch database of marketing service companies in the U.S. and Canada ranging in size from under $5M in capitalized billings to over $100M. The disciplines of each Agency varied from full service advertising, to digital, to PR, to marketing consultancies.
The marketer sample came from the RSW/US database of more than 50,000 marketing decision maker contacts. Client company size, location, and size varied.