One-time activities like sponsoring a charity golf tournament, sending out a single direct mailer or speaking once at a Rotary event won't cut it. And giving the responsibilities to just one person or one group won't either. Think through the whole process and create a plan for a flow of consistent activities that includes everyone on the team:

Producers need to stir up interest with prospecting activities such as cold calling/emailing, participating in networking events, asking for client referrals, and sharing referrals with centers of influence.
Agency leaders should be committed to developing a strong value proposition for their clients and have clear messaging explaining how it benefits the clients. At a minimum, this message should be shared on the website and on company social media accounts.
Producers, leaders, account managers (typically client-facing team members) should be committed to sharing those same ideas through their own online presence and building on them, reinforcing them, and acting as an educational guide for their followers and connections around the core ideas of the value proposition.
In-house or outsourced marketing managers need to be sharing the message along with everyone else.

Buyers want a consistent message

What your buyers hear from producers during prospecting interactions needs to match what they read online or through other marketing activities. Be sure there is only one message and it's being shared and reinforced through all of your activity, not just on the website or buried in a brochure.

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The sweet spot for sales success

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