What Are the Business Development Success Strategies for 2024?

L-R: Steve Ogborn, Nikki McCulloch, Tim Bonnet, Kerri Brown

The clocks are about to leap forward and the supermarkets are full of chocolate eggs - it can only mean one thing, the start of a new financial year is imminent. With that, the team at UNLIMITED has taken some time to reflect on the business development strategies and habits that can make all the difference in the next 12 months.

Steve Ogborn, director at Walnut UNLIMITED

Right tools for the right job. It goes without saying that across the marketing and communications industry, using data or insight alone to inform strategy or campaigns is limiting. Our approach of bringing together and blending the expertise of researchers, behavioural, neuro and data science experts, empowers our teams and clients with deeper human understanding to work smarter and faster. Latest figures indicate that UNLIMITED’s pitch-to-win rate is 66% more successful when our Human Understanding Lab is front-and-centre. 

Nikki McCulloch, chief marketing officer at UNLIMITED

Our strategy for business development success in 2024 is the same as it was in 2023.  Stay close to our clients. Happy clients are growing clients. If you look at our client satisfaction scores, 8.3 out of 10, that’s higher than most of the industry and coincidentally so is our new business growth. We need to be strong partners who continue to deliver the basics brilliantly for our clients, whilst also adapting to take advantage of new technologies and to navigate economic and political challenges together.

Tim Bonnet, president client services at UNLIMITED

Our ability to fuse science, creativity and strategic thinking as part of our Human Understanding Lab, has made a huge impact on both new and existing clients. It has arguably been a core driver of winning government contracts for the Cabinet Office, HMRC, NS&I, the Ministry of Defence, Met Police, and more. So, for this new financial year, whether it’s supporting new business pitches, or helping clients identify and tackle complex challenges, our strategy remains focused: use our unique capabilities in behaviour change as a differentiator.

Kerri Brown, sales and marketing manager UNLIMITED B2B

If you’re seeking accelerated success in business development in 2024 you may be familiar with the phrase ‘new business is everyone’s business.’ This shift has been key in driving growth. Making new business a part of everyone’s day-to-day ensures that all employees are fluent in the agency proposition, everyone can articulate the full capabilities and most importantly everyone is passionate about our values. By shifting the new business to everyone’s responsibility, from creative to client services, the rewards are seen in the increased and consistent reach of the culture, communications, content, marketing, partnerships and relationships.