Adam Whittaker, CEO, Manifest New Business Ltd!

 

Adam, could you start by telling us a bit about yourself and your journey to becoming an expert in business development for creative agencies?

 

I started in ad sales in 1987 before joining a below-the-line agency doing new business for them in 1989, followed by a branding agency. I was then made redundant and, in a mad panic (having just gotten married and bought an apartment), set up a company to which agencies could outsource new business lead gen. And that, as they say, was that! More than 30 years later, I’m still doing it! And loving it just as much! 🙂

 

What key experiences or insights have shaped your approach to helping agencies thrive in today’s competitive landscape?

 

The human touch, augmented by AI, is a powerful tool to build quality new-business outreach at scale.

 

You’ve talked about Manifest’s specialized focus on agencies. What advice would you give to agency leaders who are trying to define their niche in a crowded market?

 

Don’t try to be all things to all people. It can be tempting to look at your list of clients and think, “Wow, we appeal to EVERYONE!” But the reality is that in the early days, clients come to you mainly from referrals and from people you already know.

 

Building on that, how can agencies effectively communicate their unique value proposition to potential clients and stand out from the competition?

 

Niche, niche, niche. Focus on the problems you solve, not the services you provide. “We help marketing teams in the janitorial-supplies business to shift more boxes” is a surprisingly strong pitch!

 

You’ve mentioned the importance of data-driven insights in your content marketing strategy. Can you elaborate on how agencies can use data to inform their new business efforts and attract the right clients?

 

Analyze the most popular pages of your key competitors (or those you aspire to compete with). What are the keywords they are using, and where do they rank? Inspired by their content, create your own, and then get AI to rewrite it to incorporate the keywords you want; sense-check it, publish, and watch and learn. Repeat.

 

In your experience, what are some common mistakes agencies make in their new business approach, and how can they avoid these pitfalls?

 

Most agencies approach new business like headless chickens, running around trying everything but then dropping it if it doesn’t work, and then trying the next shiny new thing. We have clients who’ve been using us for over 15 years who sometimes go a year or two with no wins and then land that $1M client in year three. New business is a marathon, not a sprint.

 

Let’s talk about client relationships. How can agencies nurture strong client relationships that lead to repeat business and referrals?

 

Marketing teams have an exceptionally high turnover, so don’t just build relationships with them but with everyone in the buying committee. Be that procurement, HR, technology—you name it, find a reason to build a relationship.

 

You’ve highlighted the power of personal branding in sales success. What practical steps can agency professionals take to build a strong personal brand that attracts clients?

 

Be yourself, only more so. Be the person they remember. One of our clients always wears a bright cravat—very distinctive. I asked him about it, and he told me that it was so clients would remember him in pitches: “Who stood out for you, John?” “Oh, the guy in the pink cravat, what was his name? I remember him saying some interesting stuff.” Did John remember the ‘interesting stuff’ or the pink cravat? It doesn’t matter; he remembered the agency. That’s a personal brand.

 

Looking ahead, what emerging trends or challenges do you see shaping the future of business development for creative agencies, and how can agencies adapt to stay ahead of the curve?

 

AI and sales enablement platforms now make it so easy to send out thousands of emails and LinkedIn messages, it can be tempting to fall for the trap—but it is a challenge in itself. Try to avoid spray-and-pray techniques. Be resolute in your approach and your niche.