Survey: The most successful customer acquisition channels for agencies in 2020

January 16, 2021

Survey participants

We asked our users in a survey whether they were able to grow in 2020 – and if so, through which channels they won their new business. Among the responses were 269 agencies of various sizes.

Which channels were successful despite the pandemic?

Personal contacts and events were very limited in the 2020 pandemic year. How did agencies compensate for the loss of these important channels in customer acquisition?

What stands out:

  • No surprise: Recommendations remain the most important channel
  • Uncomfortable truth: Cold calling and cold email seem to be essential, especially for small and medium-sized agencies
  • Remarkable: Many agencies of different sizes are successful with mailing printed content

The top 3 channels beyond recommendations

Larger Agencies

(>50 employees)

1. Content (Social Media)
2. PR & Rankings
3. Digital Events & Conferences

Medium Agencies

(10-50 employees)

1. Cold Calling
2. Cold Email (LinkedIn)
3. Content (Social Media)

Smaller Agencies

(<10 employees)

1. Cold Email (LinkedIn)
2. SEO & Blog
3. Cold Calling (Telefon)

Quick Insights

➜ Recommendations have generated the most business

Cold calling and cold email are still crucial for growth – especially for small and medium-sized agencies

➜ Strong positioning via content (social media) has become more important than pitches & PR

➜ A surprising number of agencies generate new business with printed content mailings

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