Prospecting Shouldn’t be a Side Job
Most agencies talk about prospecting a lot more than they actually do it. It usually happens in short bursts when the pipeline dips, someone says, “We should do some outreach,” or rushes to plan an event six weeks out. Then it disappears again.
The truth is, prospecting isn’t a side project. It’s the engine of growth. And if you treat it like an occasional task instead of a core business function, you’ll always be chasing opportunities instead of creating them.
1. Plan your year before it starts
A consistent process begins with clear planning. By the end of each year, you should already know which industries you’re targeting, what kind of content or events will engage them, and how you’ll measure success.
Even mapping out the first six months sets a stronger foundation than reacting month by month. The key is to make prospecting proactive, not something you scramble to do when work slows down.
2. Make prospecting a system, not a sprint
Prospecting only works when it’s treated like an ongoing operation. Every other business that sells something has a structure for generating leads — agencies need to do the same.
Create rhythm and accountability. Assign ownership. Track progress. You’ll be ignored more than you’ll get replies, but the agencies that win are the ones that keep showing up consistently, not the ones that do a single push and stop.
“Prospecting only works when it’s treated like an ongoing operation. Every other business that sells something has a structure for generating leads — agencies need to do the same.”
3. Think long-term
Agency work is often project-based, and buying cycles can be slow. Not every meeting will lead to an immediate brief, and that’s fine. The goal is to build recognition and familiarity so that when the next opportunity comes around, you’re already in the conversation.
Keep showing up with value — ideas, insight, or perspective — and your agency will stay front of mind long after that first call ends.
4. Keep going
When things start to click, don’t ease off. The worst time to take your foot off the gas is right after momentum begins. Use that traction as proof that your approach works — then double down.
The agencies that grow consistently are the ones that keep investing in what’s already working, turning early success into a long-term rhythm.