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Create my pitch →Marketing Agency
Qualify SMBs and decision-makers, compete with in-house marketing, and close toward a free audit.
Marketing agencies face a specific challenge in outbound prospecting: almost every prospect has either tried an agency before and been disappointed, or is skeptical that digital advertising will produce measurable returns. Objections come early and are often emotional, past bad experiences, distrust of reporting, and uncertainty about what good results even look like. This script is built for business developers at marketing and advertising agencies prospecting SMBs and mid-market companies. It covers cold, referral, and competitor-trigger openings, discovery questions across current channels, goals, and budget history, and objections around in-house teams, past agency experiences, and ROI. The fastest close is a free audit that removes all risk from the first yes.
Right now, how do you generate most of your new clients?
Do you have someone in-house handling marketing, or is it outsourced?
Which channels are you currently active on: Google, Meta, SEO, something else?
Do you manage the marketing yourself, or have you delegated it to someone?
Measurable ROI, not just impressions
We don't sell you visibility. We sell you results: leads generated, cost per acquisition, attributable revenue. Every month, you receive a clear report with the numbers that matter for your business. (Google Economic Impact, 2023: businesses using Google Ads generate an average of $2 in revenue for every dollar invested. Campaigns managed by certified specialists achieve a 2.5x higher conversion rate than self-managed campaigns, according to WordStream 2023.)
Specialists in your sector
We've worked with businesses in [prospect's sector] for [X years]. We know the words your customers type, the angles that convert, and the platforms where your audience spends their time. No learning curve at your expense.
Cost per lead reduced 30–50% in 90 days
Our clients see an average 30–50% reduction in their cost per lead within the first 90 days. That's driven by continuous optimization of audiences, creatives, and landing pages. (HubSpot State of Marketing, 2023: companies that entrust their digital advertising to a specialized agency reduce their cost per lead by an average of 35% in the first 6 months, versus 8% for internal teams working without support.)
How do you pitch a marketing agency to a business owner who has been burned before?
Acknowledge the experience before pitching anything. "I hear that a lot, agencies that deliver reports but not leads." Then differentiate on accountability: measurable goals defined upfront, results visible month by month, and a 90-day money-back guarantee if targets aren't met. Putting your fee on the line changes the dynamic immediately.
How do you handle "I do my marketing in-house" objection?
Don't compete with the internal team, find the gap. Ask what the team has the least time for. Most in-house teams handle content and communications well but struggle with paid strategy, technical SEO, or campaign optimization. Position the agency as a complement, not a replacement.
What is the best close for a marketing agency prospecting call?
A free audit. It removes all the risk from saying yes to a first meeting, provides immediate value, and gives you a concrete deliverable to come back with. "I'll audit your current digital presence, site, ads, SEO, competitors, and send you a report with the top three priorities. No cost, no commitment." That offer converts far better than asking for a retainer on the first call.
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