13 things you can do right now for a healthier new business pipeline

We can’t believe it either but there’s pretty much only one week left of business in 2022. Yep, the mince pies are out and Mariah Carey’s playing on every radio station which can only mean one thing - soon brands will be closing their doors for Christmas.

Whether 2022 has been great for business and you want to continue momentum into the new year, or this year hasn’t been the best and you’re looking to turn things round in 2023, it’s not too late (or too early) to start making steps in the right direction. 

New year health kicks aren’t just about green smoothies. Here’s what you can do right now to kick off 2023 with a healthier new business pipeline. 

1. PUT TOGETHER A CASE STUDY

When you’re busy concentrating on client projects it can be easy to neglect internal work. But if things are starting to quieten down for Christmas, use this time to reflect on your biggest successes of the year and write up a case study or two. Focus on the business challenges that you helped each brand to overcome as this is what resonates most with potential clients. Then make sure you don’t just let your new case study gather dust on your website – share it on LinkedIn, add it to your email signature, and send it to prospects you know are facing similar challenges.

2. EMAIL ONE PROSPECT A DAY BETWEEN NOW AND THE CHRISTMAS BREAK

If you don’t have people’s contact details, sign up to Lusha or Signal Hire for free email address searches. With Christmas party hangovers and clients pushing to finish projects before the new year, it’s easy for a task like this to fall by the wayside. So block out 30 minutes in your calendar daily to ensure it happens. When it’s time, close your Slack and turn off all notifications to make sure you get that email sent. 

3. FRESHEN UP AN OLD BLOG POST AND SHARE IT ON LINKEDIN

Remember all that time spent writing that blog back in summer? Well, you can extend its lifespan by quickly updating any stats and adding some references relevant for now. Then get sharing it. Whilst the article might feel familiar to you, thanks to the unpredictable nature of algorithms, most of your network won’t have ever seen it before. 

This is how we define it: A believable summary of the most persuasive reasons people should notice and buy from you.

4. SHARE A TESTIMONIAL

If you’ve got testimonials hiding on your website, banging them on social media is an easy win when it comes to new business. Not got one? Reach out to a client whose project went really well and ask for a quote. Once you’ve got it, share it far and wide –  from your website and socials, to your email signature and creds decks.

5. IDENTIFY SOME NEW TARGETS FOR THE NEW YEAR

Start by exporting your LinkedIn connections into an Excel doc. Don’t panic, it’s easier than you think. There’s even a handy guide you can follow. Once you’ve got a list of your connections in a shiny Excel spreadsheet, go through them and highlight a few people who you’d like to work with next year. Then send them a carefully crafted message. Acknowledge that December is short and diaries are busy, and propose some meeting dates for January when everyone has less mulled wine and more headspace.

6. ASK A CLIENT FOR A REFERRAL

It’s simple but effective, with a referral often being what helps your agency get up the next rung of the ladder. But we know asking can feel awkward, so check out our guide to bagging a referral without sounding desperate.  

7. FIND THREE AWARDS YOU’D LIKE TO ENTER NEXT YEAR

And get the entry deadlines in your diary. With such little time left before Christmas, now’s not the time to burden yourself with unrealistic expectations. Start small – carving out the time in your calendar to enter these awards is the first step towards winning both them, and your dream clients.

8. CONNECT WITH FIVE PROSPECTS ON LINKEDIN

Growing your LinkedIn network means you’ll have more eyes on all the great content you’re going to be sharing in 2023. Just pick who you’re connecting with carefully, as you want to make sure it’s the right eyes. Top tip: connection requests with no message actually have the best acceptance rate. 

9. GET BACK IN TOUCH WITH A FAILED PITCH

Think back to your pitches of the last 12-18 months and consider who might be game for a catch up. Find out how it panned out with the agency they went with, and ask if there are any gaps where they could use your support. 

10. RELOOK AT LOST PITCHES WITH FRESH EYES

The work you put into a lost pitch doesn’t have to have been wasted. Research which other brands are trying to achieve the same objectives as your prospect and reach out to them. With a few tweaks you’ll have a proposition that’s perfect for them, meaning you can share your ideas for free. The brand will appreciate the attention, and you’ll come across as proactive and passionate.

11. FOLLOW UP ON THE NEW BUSINESS MEETINGS THAT DIDN’T GO ANYWHERE

Christmas is the perfect excuse to send an email out of the blue. So wish now-cold prospects a happy holiday and sew the seeds for arranging a proper catch up in January. 

12. GRAB A DRINK WITH YOUR WARM PROSPECTS OR EXISTING CLIENTS

If there’s ever a time when people are up for socialising it’s Christmas. Take clients for a festive beer and use it as an opportunity to give them a taste of your plans for 2023, sharing your appetite for growth and openness to new projects.

13. REVIEW YOUR NEW BUSINESS AND MARKETING PLAN

Ask yourself if you’re in line with your plans. Whether you’re ahead, behind or perfectly on track, use this time to refine, recalibrate and supercharge what you’ve got ready for next year. Then plan specific actions for the first 6 weeks of 2023 and schedule them in your diary.

Keep up with your new business efforts in 2023 and it can absolutely be your best year yet. While the economic outlook is making many scale back their ambitions, now’s the time to get in front, be hungry and stack the odds in your favour. So, what are you waiting for? We’ll see you in the new year.

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