This interview is with Adam Whittaker, CEO at Manifest New Business Ltd.

Adam Whittaker, CEO, Manifest New Business Ltd

Adam, could you start by telling us a bit about yourself and your journey to becoming an expert in new business lead generation for agencies?

Of course. I’m Adam Whittaker, CEO of Manifest, a specialist lead-generation agency that helps advertising, PR, creative, and digital agencies win more new clients. My journey into this space wasn’t exactly planned—it evolved through experience and a deep understanding of how agencies struggle with business development. I started out in the agency world, working in client services and new-business roles, where I saw firsthand how difficult it can be for agencies to consistently bring in high-quality leads.

Many were overly reliant on referrals or sporadic outreach, which meant growth was unpredictable. I realized there was a gap—agencies needed a structured, strategic approach to winning new clients rather than just hoping for the next big opportunity to land in their lap. That led me to focus entirely on new-business development, refining strategies that actually work in the agency space.

Over the years, I’ve worked with agencies of all sizes, helping them create systems that drive consistent, meaningful conversations with potential clients. Manifest was born out of this expertise—we don’t just generate leads, we help agencies position themselves, engage the right prospects, and ultimately win better business.

What pivotal moments or experiences in your career led you to specialize in helping agencies specifically with their new business efforts?

There were a few pivotal moments that made it clear to me that agencies needed a smarter, more structured approach to new business—and that I could help solve that problem. Early in my career, working in client services and new business for agencies, I saw the same struggle repeated over and over. Agencies were brilliant at delivering work for clients but often chaotic when it came to winning new ones. Most relied heavily on referrals or inconsistent outreach, meaning their pipeline was either overflowing or completely dry.

I realized that without a proactive and strategic approach, even the most talented agencies could find themselves stuck in a cycle of feast or famine. Another defining moment came when I was consulting for an agency that had all the right credentials but was struggling to convert leads into real opportunities. By refining their positioning, sharpening their outreach strategy, and focusing on the right prospects, we turned things around—and that was when I saw the real impact a dedicated new business strategy could have.

That experience shaped how I approach lead generation today: it’s not just about getting agencies in front of potential clients, but making sure those conversations lead to meaningful growth. That’s why I started Manifest. I wanted to create a process-driven, results-focused approach to new business that actually works for agencies—so they can spend less time chasing leads and more time doing what they do best.

You've spoken before about Manifest's unique approach to lead generation for agencies. Can you elaborate on a specific strategy that yielded impressive results for one of your agency clients?

One strategy that has delivered impressive results for our agency clients is highly personalized, insight-led outreach—moving away from generic cold emails and instead leading with value. For one agency specializing in brand strategy, we noticed that their previous outreach efforts weren't landing because they were too broad. They were targeting a wide range of industries with the same messaging, which meant they weren't standing out.

We shifted the approach by first identifying key sectors where they had a competitive edge and then tailoring outreach to each prospect based on specific business challenges. Instead of just introducing the agency, we crafted outreach that included insights relevant to the prospect's industry—such as trends, potential gaps in their current branding, or competitor activity. We also included a personalized video message where the agency's founder briefly outlined how they could help, making the approach more human and engaging.

The result? A 35% increase in response rates and a significant improvement in conversion from conversations to meetings. By demonstrating expertise upfront and making outreach feel bespoke rather than templated, we helped the agency not just get attention but secure meaningful discussions with high-value prospects.

The key takeaway here is that in new business, relevance and personalization win every time. Agencies that take the time to show real understanding of a prospect's needs will always outperform those relying on a one-size-fits-all approach.

Many agencies struggle with creating a consistent pipeline of qualified leads. From your experience, what is the biggest mistake agencies make in their lead generation process, and how can they fix it?

The biggest mistake agencies make in their lead generation process is failing to be proactive and consistent—too many rely on referrals, sporadic outreach, or inbound leads that trickle in unpredictably. When the pipeline is full, they pause their efforts, and when it dries up, they scramble to restart, leading to a feast-or-famine cycle.

The fix? Treat lead generation like a structured, ongoing process rather than a short-term campaign. Agencies should have a dedicated strategy in place that includes a mix of targeted outbound outreach, thought leadership, and strategic networking. One of the most effective approaches we’ve seen is insight-led outreach—where instead of just introducing the agency, you lead with valuable industry insights or a perspective on the prospect’s challenges. This builds credibility and opens up meaningful conversations.

Another key factor is nurturing leads over time. Not every prospect is ready to buy immediately, but keeping in touch with valuable content, check-ins, and well-timed follow-ups ensures you stay top-of-mind. Agencies that implement a structured, always-on approach to new business—rather than treating it as a stop-start function—are the ones that build a sustainable pipeline of high-quality opportunities.

You've emphasized the importance of understanding the unique challenges of agency growth. How can agencies effectively tailor their lead generation efforts to resonate with potential clients in today's competitive landscape?

Agencies can effectively tailor their lead-generation efforts by deeply understanding their ideal clients’ pain points and positioning themselves as problem solvers rather than service providers. Too often, agencies focus on selling their capabilities—branding, digital, PR—without clearly addressing why a potential client should care. The most successful agencies flip the approach: they lead with insights and solutions that directly resonate with their target audience’s challenges.

One way to do this is through insight-led outreach. Instead of sending generic emails, agencies should research their prospects and provide relevant, industry-specific observations. For example, if targeting retail brands, an agency could highlight shifts in consumer behavior and suggest a strategy for adapting their digital presence. This shows expertise and makes outreach feel valuable rather than sales-driven.

Another critical factor is niching down and speaking directly to a well-defined audience. Agencies that try to appeal to everyone often end up resonating with no one. By specializing—whether in an industry, a service, or a unique approach—they can create messaging that feels highly relevant to the right prospects.

Finally, consistency is key. Agencies should treat lead generation as an ongoing process, leveraging a mix of outbound, content marketing, and strategic networking to stay top-of-mind. In today’s competitive landscape, agencies that demonstrate expertise, personalize their outreach, and build relationships over time are the ones that win new business.

Personalization is crucial in today's marketing world. Can you share an example of how an agency successfully used personalization in their lead generation strategy to stand out from the crowd and attract high-value clients?

One standout example of an agency using personalization effectively in their lead generation strategy was a design agency we worked with that wanted to break into the luxury hospitality sector. Instead of relying on standard outreach emails or generic case studies, we helped them create highly-customized prospecting assets tailored to each brand they were targeting.

For each potential client, the agency produced a mini brand audit—a beautifully-designed one-page analysis highlighting opportunities to refine their visual identity, guest experience, or digital presence. This wasn’t a generic template; each audit was created based on research into the prospect’s branding, customer reviews, and market position. The outreach message was short and direct, referencing a specific challenge the prospect was facing and offering the audit as a conversation starter.

The results were remarkable. Instead of struggling to get attention, they saw a 50% increase in response rates, and the quality of conversations improved dramatically. By showing genuine insight and effort upfront, they positioned themselves as true experts rather than just another agency looking for work.

The key takeaway? Personalization goes beyond just using a prospect’s name in an email—it’s about demonstrating real understanding of their business and offering value before they even ask for it. Agencies that take the time to personalize their outreach in a meaningful way will always stand out in a crowded market.

Data plays a significant role in effective lead generation. What advice would you give to agencies that are overwhelmed by data or unsure how to leverage it for generating qualified leads?

For agencies overwhelmed by data, my advice is simple: focus on actionable insights, not just numbers. Too many agencies collect vast amounts of data—website traffic, email open rates, social engagement—but struggle to translate it into meaningful lead-generation strategies. The key is to identify the metrics that directly impact pipeline growth and use them to refine your approach.

Start by tracking which channels and outreach methods are actually converting into qualified leads. Instead of just looking at email open rates, analyze which messaging, formats, or industries are driving real conversations. For example, we worked with an agency that was sending broad outreach emails but saw low engagement.

By diving into the data, we discovered that their highest response rates came from a specific niche—so we doubled down on that sector, refined the messaging, and saw their conversion rate increase significantly.

Another tip is to automate what you can, but don’t lose the human element. Use CRM and analytics tools to track interactions, but don’t let data replace personalized engagement. If someone downloads a white paper, don’t just leave them in an automated drip campaign—use that data as a trigger for a tailored follow-up.

The best approach is to simplify your focus: track what works, double down on high-performing strategies, and use data to enhance personalization, not replace it. Agencies that treat data as a guide rather than a burden will see the biggest impact on lead generation.

The marketing landscape is constantly evolving. What emerging trends in new business lead generation should agencies be paying attention to in the coming year?

Agencies looking to stay ahead in new business lead generation should pay close attention to three key emerging trends: hyper-personalization, AI-driven prospecting, and relationship-focused outreach.

Hyper-Personalization Beyond First Names

Generic outreach is becoming less effective as decision-makers expect more tailored engagement. Agencies that leverage deep research—such as referencing a prospect’s recent business moves, industry challenges, or even specific content they’ve engaged with—will stand out. This means using insight-led outreach, where instead of just pitching services, agencies provide valuable perspectives on a prospect’s pain points.

AI-Driven Prospecting and Automation with a Human Touch

AI is making lead generation more efficient, from predictive analytics that identify high-intent prospects to automated follow-ups that maintain engagement. However, the key is blending AI with genuine human interaction—agencies that rely too heavily on automation without personalization will struggle to build real connections. AI should enhance outreach, not replace relationship-building.

Building Long-Term Relationships, Not Just Immediate Wins

Decision-makers are becoming more selective, and the agencies that succeed will be the ones that invest in ongoing relationship nurturing rather than just quick-win outreach. This means consistent thought leadership, well-timed check-ins, and creating value beyond the initial conversation. Agencies that approach lead generation with a long-term mindset—offering insights, not just sales pitches—will be the ones winning more business.

The common thread across all these trends? Agencies that invest in smarter, more personalized, and relationship-driven lead generation will outperform those still relying on outdated, spray-and-pray tactics.

What final piece of advice would you give to agencies looking to level up their new business lead generation efforts and achieve sustainable growth?

My final piece of advice for agencies looking to level up their new-business lead generation is this: consistency beats intensity. Too many agencies treat lead generation as a reactive process—ramping it up when work slows down and neglecting it when they’re busy.

This stop-start approach leads to unpredictable revenue and missed opportunities. The agencies that achieve sustainable growth are the ones that treat new business as an ongoing, structured function rather than a last-minute scramble.

To do this effectively:

Have a clear, repeatable process. Identify your ideal clients, craft messaging that speaks to their challenges, and use a mix of outbound, inbound, and networking to engage them consistently.

Focus on relationships, not just transactions. The best agencies don’t just sell services—they position themselves as trusted advisors. Regularly share valuable insights, check in with prospects, and nurture relationships over time.

Track and refine your approach. Use data to see what’s working, double down on high-performing strategies, and tweak what isn’t. If your outreach is getting low responses, change the messaging. If your pipeline is slowing, revisit your targeting.

Ultimately, agencies that commit to a disciplined, strategic, and relationship-driven approach will build a strong, predictable pipeline—without the constant stress of chasing the next project.

Thanks for sharing your knowledge and expertise. Is there anything else you'd like to add?

It’s been a pleasure—thanks for the great questions. If there’s one final thought I’d leave agencies with, it’s this: Winning new business isn’t about having the best credentials; it’s about making the strongest connections. The agencies that thrive are the ones that understand their prospects’ needs, engage them with valuable insights, and build relationships long before a pitch is even on the table.

New business isn’t a one-time push—it’s a habit. Agencies that embed lead generation into their daily operations, rather than treating it as an occasional task, will always have the upper hand. Stay consistent, stay relevant, and most importantly, stay human in your approach. If any agency leaders reading this are struggling with their pipeline or just want to refine their strategy, I’m always happy to have a chat.