So, now you know what a Tech Stack can do, you can imagine how it might turn from ally to enemy. It could play out something like this:
Joe Bloggs started his agency last year. He’s worked hard, and the agency is now riding a lovely wave of positive momentum. The time has come, Joe thinks, to update his Tech Stack. Enter: the incredible, unbelievable solution to all his prospecting problems! Clever little pieces of software that plug into dozens of online databases, gobble up Joe’s cash and spray out thousands of cold leads. Wonderful, Joe thinks! So much business is going to come from this! All he has to do is type in a generic message and the clever little pieces of software will send it. Joe will be able to kick back, maybe have a nap, or a mojito, and let the prospects come to him!
Except, obviously, that doesn’t work. Joe will find, in a few months, that all those cold leads boil down to nothing much at all. No hot leads, no new clients. In fact, by utilising a shoddy spray-and-pray solution, he’s successfully annoyed a big chunk of his potential clientele, who now think he’s a lazy chump. And that annoyance, all those bridges you’ve burnt before even building them, isn’t a statistic that any tech, however clever, can pick up.
There’s nothing that can replace the efficacy of thoughtful human-touch outreach. It’s time-consuming, sometimes frustratingly fruitless, but there’s no denying that personalised persistence pays.
Most of the time, new business works better with stuff that doesn’t scale at the push of a button. We’re not saying that using your Tech Stack to automate some things is inherently bad. Far from it, in fact. There are some tools, a few of which we’ve outlined below, that work well. Look, we know it’s hard, but to be successful, an agency needs to resist the allure of automation. It’s about organic relationship building over time, which means you need to realise your prospects and clients are real people.