New business remains the lifeblood of every agency, but pursuing it can feel like pushing a boulder uphill. While traditional new business methods remain essential, today’s most effective efforts combine strong fundamentals with selective use of new tools and a renewed focus on relationship-driven growth.

Relationships continue to drive agency new business, with referrals far and away the primary way agencies bring in new work. Even as tools and tactics evolve, warm introductions consistently deliver better outcomes than cold outreach because they start with trust already in place. AI can play a useful supporting role by helping agencies research prospects, tailor outreach, and prepare for more productive conversations, but it does not change the fundamental reality that new business is still built on relationships first.

This session will review the strategies agencies need to succeed in today’s new business landscape. We’ll cover how to build the right new business team, where traditional methods still deliver results, how to use AI in practical and manageable ways, how to activate referrals more intentionally, and what it really takes to secure meetings with the right prospects. The goal is a practical, sustainable new business approach built for how agencies actually win work in 2026.

• Building the right new business team 
• Sharpening agency positioning 
• Creating a focused prospect list with AI-assisted research
• Developing a repeatable new business plan that works
• Which new business tactics deliver results
• Using LinkedIn, email, and outreach channels more effectively
• Establishing expertise through content and thought leadership
• Using AI to personalize outreach and prepare for meetings
• Turning referrals into a consistent growth engine
• Using value-led deliverables to open doors
• Managing the pipeline and prioritizing real opportunities
• Getting meetings with the right prospects