The session was expertly hosted by the Managing Partners of Future Factory, Sam Wheatman and Lucy Young, alongside an all-star panel of experts:

ALISON RALPH

Head of New Business Training & Development at Future Factory

KABILLIAN NAVARATNARASA

Head of New Business at Uncommon Creative Studio

GILL HUBER

Managing Director of Ingenuity+

How to successfully nurture prospects

It’s very easy to get into the mindset that once you’ve had that first chemistry meeting, if all goes well, you’ll be catapulted straight into a live pitch, but sadly most of the time, that just isn’t the case.

(P.S check out this article if you’re looking for tips on how to land and master that all important chemistry meeting).

Take Notes and Add Value

Once you’ve had that initial chemistry meeting, you need to think about how you’ll keep those prospects engaged, so that your agency is the first that comes to mind when an opportunity arises.  

Nurturing prospects isn’t about checking in every 3 months to see how business is going and if there’s anything in the pipeline that you can support with. You need to show how your agency can add value to that brand and show that you’re genuinely interested in them and the work they’re doing. Remember, nurturing prospects isn’t about you, it’s about them.   

Kabillan explained, “I spoke with a prospect once who said that his kids don’t find his company very cool, and that one day, he’d like nothing more than to have his kids wear a T-shirt with the brands logo on it. So, then I thought, ok, well why don’t we get a T-shirt made with the brand on it and send it to him. There’s lots of non-intrusive and creative ways to show that you’re thinking about a brand and staying front of mind without being pushy”. 

During that first chemistry meeting with the prospect, make sure you take notes and jot down any important information that they share. Ask them about their pain points and the challenges they face with their business, they’re bound to share valuable nuggets of intel that you can use to keep them engaged long after that t 

Leverage your agency’s content 

Leveraging your agency’s content to support your lead nurturing strategy is an effective way to keep prospects engaged and your agency front of mind. 

Be mindful of the content you’re putting out into the world; you don’t want to be creating content just because you feel you need to say something, it needs to be relevant and resonate with your audience. 

Kabillan explained, “We don’t need another article on Brat or Demure, don’t just put noise out into the world for the sake of it. You want to be sharing purposeful content that shows what you want to be regarded for and what you stand for”. 

Think about who you are as an agency and start to think about how you can instill that in every piece of content that you do. 

Once you have a strong piece of content, don’t expect your audience to find this organically, if you think it will resonate with your prospect or help solve a brand challenge for them, reach out directly and share it with them. It shows you’re thinking about them and their brand challenges. 

Already locked in your lead nurturing strategy and looking to master the pitch? Check out this article, where we share actionable insights into how to impress during the pitch and secure the opportunity.

ARE YOU READY TO POWER UP YOUR AGENCY’S NEW BUSINESS STRATEGY FOR 2025?

If you’re looking at how you can implement these techniques into your new business strategy for 2025, or are interested in how our lead generation services and training can support your agency’s growth, email:  sam.wheatman@futurefactory.co.uk and let’s chat.