Leaders at professional services firms say relationship-based approaches, such as referrals and networking, are the most effective marketing approaches for generating new business, according to recent research from RSW/US.
The report was based on data from a survey conducted in April and May 2025 among senior-level executives in Canada and the US who work for professional services businesses, such as marketing service agencies, law firms, accounting firms, IT firms, and engineering firms.
Respondents say the marketing tools and tactics that have been most effective in generating new business over the past year are referrals, networking, and conferences/presentations/speaking engagements.
Most respondents (51%) say obtaining new business has been harder this year compared with last year.
Respondents say the top reasons that it's been harder to obtain new business are that there are fewer opportunities out there and it's become harder to break through with prospects.
About the research: The report was based on data from a survey conducted in April and May 2025 among senior-level executives in Canada and the US who work for professional services businesses, such as marketing service agencies, law firms, accounting firms, IT firms, and engineering firms.
