That vital element of new business everyone finds toughest

The many marketing agencies we meet each year to discuss new business strategies are all very different. But they do have one thing in common - they struggle to find staff to sell their services to the high value brands outside of their warm network.

And that’s a bit of a problem. Although there are channels to try and get noticed: PR, events, intermediaries etc., these leave a huge amount to chance. So, without your own direct outreach, you’re essentially cut out of engagement with 90% of your most important new business targets.

In part this is a cultural thing about cold sales. And in part it’s a sector practice thing about creative and marketing being unlike financial services or tech. But it’s also about evolved technique. So, where new business used to be 75% charm and social skills, it’s now a complex collection of talents, hard to assemble in a large team, let alone in an individual.

The cold prospector of 2025 is a polymath. They need to be a researcher, analyst, copywriter, data & CRM exec, a self-manager with an objective oversight of their own messaging, targeting and technique. They need patience, focus, and a lot of self-discipline to produce perfectly tailored one-to-one outreach that matches your service with each brand’s agenda. And no – AI can’t do it – yet...

Rainmaker puts all of this in place. We ensure you're in dialogue with all of the brands you most want to work with - not just the 10% you already know - but the 90% that either don’t know you, or don’t have you at the front of their minds.

If you think it’s time for effective, professional support to tackle the toughest, but most valuable element of new business, get in touch with Gareth Dixon to set up a chat over the next few weeks.