- Gather intel and insights in your target: CMOs
- Relationship builder with specific individuals and brands. Be gentle. And do not abuse.
- Source material for blog posts (see Fuqua’s take on their own work is seen here)
- Send along as extra credit or relationship builder for current clients
Are you familiar with the CMO Survey? To hear them describe themselves, “the CMO Survey collects and disseminates the opinions of top marketers in order to predict the future of markets, track marketing excellence, and improve the value of marketing in firms and in society.” Another description: pretty smart stuff that can help your agency’s new business development efforts.
They have been publishing the CMO survey for a few years. Here are some thoughts on how you might use the survey and other content found on the site:
Finally, and this idea might not be for everyone: develop a partnership with this organization. Become a sponsor. Approach them with an idea or two that will benefit your agency’s new business efforts as well as help your new partner reach their goals. You will see the AMA and McKinsey as other sponsors. Nice company. Why not your agency?
What I love about this is the academic angle. This is not the local community college or trade school in your town. But Duke University and the Fuqua School of Business. Their name adds some third party gravitas and weight to the content. Which will help ensure prospect connectivity and value. All for less than a college credit.
Anywho, hope this gets you excited for how this resource can improve your agency’s prospecting yield. Should you have any thoughts for how an agency might use this and other tools like the CMO Survey…why do I think you’re gonna keep it to yourself?!
Enjoy. And happy pitching.