Bottom line: Most advertising agencies don’t know how to generate qualified leads. I want more ad agencies in the B2B lead generation business. To do this would require an agency to change their mindset. It’s thinking of marketing as a conversation (that is valuable to the customer) not as a campaign (more on that later).
Agencies are on the ropes but this isn’t new. Many mediums have been declared in trouble such as the newspaper when radio started – radio when television launched etc.
They are all still here of course but have a more fragmented share of customers. Agencies will need to get used having a smaller share of the marketing pie as well. In 2004 it is predicted that lead generation will remain a top priority for business leaders.