We’ve partnered with Mailchimp & Co to provide new opportunities for members of The Agency Collective. Mailchimp & Co is Mailchimp’s newest offering – it’s a vast, vibrant network of marketing professionals who work with clients in Mailchimp.

We know that agencies find success in sharing knowledge, insights and support. And we’ve long talked about the power of ‘finding your niche’ – like those that are based around popular technology platforms, such as Mailchimp. 

We didn’t want to bring any old partner into The Agency Collective. After months of discussions around activity, benefits and how to bring genuine value to the members of both communities – we felt really strongly that Mailchimp & Co not only offers genuine opportunities for growth, but also a huge wealth of expertise, specialism and insight that we can all learn from.

Mailchimp & Co has also helped us to take agency benchmarking global this year, as we published benchmarks and insights from over 2,000 agencies and freelancers around the world.

What this means for you, as a member of The Agency Collective


Events focused on email marketing, building audiences & converting to success

Help and support on your own marketing strategy for once, not just your client’s!

Technical expertise to drive client ROI through email marketing

Insider knowledge on how to get the best outcomes for both your agency and your clients

International insight into how overseas fellow agency owners operate their businesses

A chance to connect and network with even more agency owners

Past Events

4th November, 4.00pm GMT / 11am CDT

Going Niche – how to do it and what to think about

Year after year in the BenchPress reports of 1,000’s of agencies, one statistic bears out every time; that agencies that go niche can charge disproportionately more than their generalist counterparts. Whether specialising into a niche service or building reputation into a niche client sector, agencies that have gone niche perform better across nearly all the key metrics.

Unless starting out deliberately in a niche, agency founders face a conundrum when considering where or when to niche. Do you leave money on the table by turning down projects or clients that don’t match your niche? What about the clients you already have? It’s not quite as straightforward as changing the copy on your website and going from there.

In this super interactive session, we discuss the decision-making process and practical steps of agencies that have niched – in terms of both services offered and sectors serviced – with founders who’ve made the move. We’ll explore how they weighed up the risks, how they handled the transition and what the outcomes have been. Join us and our partners Mailchimp & Co for this candid and informative online event.

7th October, 4.00pm BST / 10am CDT

New business benchmarks, hints and tricks

This year’s BenchPress report, created in partnership with Mailchimp & Co, looked at a number of benchmarks relating to how agencies win new business. We published stats on conversion rates, where new clients come from, how much new business is won per year, and amounts spent on sales and marketing.

In this event, we’ll go beyond these benchmarks to discuss what it takes to be a high-performing agency when it comes to new business. The event will be hosted by the author of the BenchPress report, Peter Czapp, who’ll reveal what the most successful agencies do that helps them operate in the top 10% of these industry benchmarks.

This will be an interactive event and will provide a great opportunity for you to discuss what’s working right now with your fellow agency owners. You’ll leave with some great hints and tricks that you can implement in your agency right away.


30th September, 4.00pm BST / 10am CDT

Developing a client growth strategy

One of the key traits of successful agencies is their ability to truly maximise the opportunities with their existing clients. They look beyond the initial ROI metric of winning the client in the first place, but look at increasing the lifetime value of that win.

It makes perfect sense to think this way – after all, you should only pay the acquisition cost once so logically if you get two pieces of work from the same client you double your ROI. That being said, when we conducted a straw poll at a recent AC event on how many agencies have a structured, planned and tested client development process, those that did were in the minority.

We’ve organised this online session with our friends at Mailchimp & Co to help you work out the best client growth strategy for your agency. We’ll explore the practical considerations, activities and processes with agency owners that have implemented and stress tested their plans in their own agencies. Join us to find out what they did, how they did it and what they learned along the way.

26th August, 4.00pm BST / 10am CDT

What’s the best use of my time?

Time is arguably our most valuable resource. How we spend it will determine our success, so we wanted to fire up the debate around what’s the best use of our time as agency owners. 

The starting point for this discussion are the results from this year’s BenchPress report, created in partnership with Mailchimp & Co. These results show that a typical agency owner spends 37% of their time completing billable client work and 17% on account management. With well over half their time spent with clients, the danger is that this doesn’t leave enough time to spend on developing the business, with only 9% of time being spent on strategy and 16% being spent on sales and marketing. 

Yet strategy and sales and marketing are the two things that agency owners want to spend more time doing. So how do you juggle delivering client work versus spending time on activities that drive growth and progress within your agency?

Join this interactive event to learn how other agency owners tackle this conundrum, including practical steps you can take to do more of the things you want to do. Ultimately, this event will get you thinking about what’s the best use of your time, and how you can engineer your business to ensure you’re spending time on the things that really matter. 

8th July, 4.00pm GMT / 11am CST

Going from solo to your first hire

Making your first hire is one of those truly key milestones in the journey of growing your business. We know from conversations within the AC just how monumental this step is for every founder. The stakes are higher, the responsibility is greater. The structure, culture and core of your enterprise is profoundly affected by the person you bring in.

On top of the administrative work that comes with bringing someone into the business, there’s also an emotional step that you need to take, especially if you are a solo founder, but significant nevertheless as a founding team.

Take part in this interactive session organised in partnership with the team at Mailchimp & Co, we explore the rationale and thinking founders need to make before committing to a hire as well as take a deep dive into the immediate challenges faced by an agency taking on their first team member from the moment the offer is accepted.

17th June, 4.00pm GMT / 10am CST

How to raise your rates (and your profits)

Earlier this year, over 2,000 agency owners from all over the world took part in a benchmarking study that lifted the lid on how agencies charge for their services. The research showed a correlation between pricing and profitability, so finding ways to increase your rates is key to building a profitable and sustainable agency. 

In this interactive session, the report’s co-author, Peter Czapp, will take you through what he sees the top-performing agencies doing when it comes to raising their rates. It’s a chance for you to discover how to: 

  • Increase your rates without losing clients
  • Change the way your rates are perceived 
  • Handle challenges to the fees you charge
  • Sell value, not time 
  • Charge what you’re worth

This is an interactive event, so is a great opportunity to connect with other agency owners around the world to discuss best practices when it comes to how you price your services. You’ll leave with fresh ideas and practical tips you can implement right away. 

6th May, 4.00pm GMT / 10am CST

Your #1 source for new business? Your existing clients

We all know just how important new business is to the growth of our businesses. To have a reliable and sustainable pipeline of prospects would help most founders sleep a little better at night. One often overlooked avenue is through client referrals. Referrals bring a number of key benefits to the business development process such as trust and social proof but also time saving from prospecting activity. We also know that your chances of winning referred business is much greater than cold new business.

With this in mind we’ve put together this session with our friends at Mailchimp & Co to uncover what tactics, methods and models you can use to implement a referral system that works for your agency. Join us as we’ll be speaking with referral scheme experts and business owners that have successfully launched referral schemes and finding out what they learned on the way. We’ll dig deep into the things to avoid as well as exploring incentives that really work.

4th February at 4pm / 10am CST

Top Three Agency Benchmarks

Peter Czapp and The Wow Company have been benchmarking agencies since 2012. Their annual benchmark report, BenchPress, has grown to become the largest survey of independent agency owners in the UK. 

This year, BenchPress has partnered with Mailchimp & Co and The Agency Collective to take the survey globally, extending the reach to include both freelancers and agencies. 

In this event, Peter will share his top three agency benchmarks from nearly a decade studying the secrets to running a successful agency, which has included analysing data from over 5,000 agencies. These are the three stats that you need to keep an eye on in 2021 and beyond and include: 

  • Something you probably aren’t measuring at all… but really should
  • A critical benchmark that most agencies don’t measure properly 
  • A stat that represents the biggest determinant of success for agencies 

This is an interactive event, so is a great opportunity to connect with other agency owners around the world to discuss the benchmarks you measure to keep track of performance.

If you’re serious about growing a profitable and sustainable agency, this event is not to be missed.

Tuesday 26 January, 2.30pm GMT / 8.30am CST

How to leverage email marketing as part of your services

Whether you currently offer email marketing or not as part of your services, there’s no doubt that it can be a powerful complement to other channels. It is often the linchpin to moving an audience base through the marketing funnel towards some kind of conversion.

Helping your clients to understand and leverage an email comms strategy can really make the rest of your deliverables fly. But it’s essential to communicate and educate the client in the right way, especially if this is a new channel for them or they’ve not had success with it in the past.

With the guidance of email expert Glenn Edley, Director and Email Strategist at Spike, this session will explore:

  • The benefits of email marketing for your clients and how it can complement other activity, such as content marketing, PPC or social
  • How to get your clients started with email marketing
  • Common pitfalls to stay on top of
  • How to scope and price up an email campaign
  • How to analyse success – what KPIs should we be looking at?
  • Tools & systems – using Mailchimp as an example, what features will help you take your campaigns to the next level?

We’ll also discuss how, if this is a brand new service you’re thinking of offering, how you position it within your portfolio of client services and how it can work alongside them.

Once again we are partnering with Mailchimp & Co for this session, who are well placed to advise on the execution of email campaigns and the impact it can have for your clients. 

Emily Ryan Westfield Creative
Thursday 10 December, 2.30pm GMT / 8.30am CST

How to win new clients through email marketing

We all know that we tend to put our clients’ needs before our own. That’s why when it comes to thinking about our own agency’s marketing strategy, it can get left behind – unfinished – or just feels like a challenge to execute to the same vigor that you’d deliver client work.

But it’s your own marketing strategy that will end up winning you new business and it’s never been more important to focus your attention on it. How can you make sure your agency is front of mind when your prospect begins their consideration? How can you inspire them to choose you? How can you reassure them and get them to commit to giving you their business?

This is where a solid email marketing strategy comes in. During this session, led by Agency Collective member and email guru – Emily Ryan, we’ll take you through how your agency can leverage email as an effective business development channel. 

Already have a Mailchimp account? Good news—you can enjoy these benefits at no extra charge as soon as you join. You won’t lose any existing data and you can revert back at any time.

New to Mailchimp? Sign up for an account to get started.

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