Breaking Into New Categories: Diversifying & Growing Your Pipeline


Oct 31
1:00 - 2:30PM ET

In general, proactively prospecting for new clients is one of the most important new business activities for an agency. It allows you to avoid expensive competitive reviews and RFPs, consume fewer resources and connect with a greater number of prospects. And expanding into new categories can provide an even more lucrative source of new revenue.

The challenge is that most agencies don’t approach proactive prospecting – and certainly not prospecting into new categories – with any sense of strategic rigor. Instead, most agencies target prospects and categories based on emotions –– where the agency team feels they most want to do work. This ultimately ends up with little success.

This session will walk you step-by-step through the process of how agencies with the highest growth rates systematically attack and convert one quality prospect after another. They are machines. And they do it using existing resources. These agencies are stealing business with small teams (think SWAT teams) that focus and attack aggressively.

You will leave this session with a systematic approach to increasing your prospecting pipeline by expanding into new categories. From targeting and qualifying to attacking and closing, learn the most effective approach to bringing new prospects in the door.

Training Materials:

Following the webinar, you will provided with digital access to print the session materials.


Breaking Into New Categories: Diversifying & Growing Your Pipeline

Who Should Attend?

This training is designed for those team members involved in leading or supporting proactive prospecting for the agency. CEOs and management team members should also join as the outcomes often have operational and resource implications, particularly as it relates to roles, responsibilities and increasing efficiencies.

About the instructor

Nadine Tull

Director, Agency Growth Strategy

Nadine Tull is Director of Agency Growth Strategy at Mirren. She specializes in training senior teams how to more aggressively – and more methodically – generate organic growth and new business.

In her agency career, Nadine was a force in account management. She worked to establish a partnership with her clients, providing a level of strategic counsel that was focused on growing their business – and the agency’s. In fact, she believes that clients are looking for proactive business partners who lean in hard and don’t just passively take orders. It is essential to frame every aspect of the agency’s work through this lens.

Nadine spent the majority of her agency career in Los Angeles, playing a leading role on retail powerhouse clients that included Taco Bell and T-Mobile. She then moved to the WPP agency, Cole & Weber Seattle, to lead their largest accounts and run new business pitches. During her tenure as the agency partner for Washington’s Lottery, she led continuous years of record growth for the client and agency. She expanded their digital ecosystem, grew the account scope, and successfully defended against a large competitive review, securing the business for six additional years.

Most at home in the center of it all, Nadine lives in downtown Seattle, placing her at the heart of the city’s theater, event and food scene.

Nadine can be reached here by email.