Agencies are great at marketing their clients and terrible at marketing themselves. The work that pays the bills always wins over their own outreach, so their pipeline runs hot and cold with referrals.
Who You Are
The buyer is an agency owner or partner who knows marketing cold but has no time or internal capacity to run their own. They're skeptical of anything that sounds like the pitch they give clients.
What Hurts Most
- Feast-or-famine pipeline driven entirely by referrals.
- Their own marketing is always the first thing dropped when client work spikes.
- Hard to show prospects proof without breaking client confidentiality.
Channels That Work
- Cold email to a sharp niche the agency specializes in.
- LinkedIn content and outreach from the founder, showing the agency's point of view.
- SEO for the specific services and verticals they want more of.