How to sell to Heads of Marketing at Agencies companies in Australia
Heads of Marketing at agencies in Australia are primarily measured on client retention rates. They respond positively to outreach that showcases a deep understanding of their unique campaign challenges, particularly how to align creative strategies with measurable ROI. Demonstrating familiarity with their current projects and industry trends can significantly increase your chances of a response.
Written and maintained by the SoloRiff team, who build outbound software and run outbound with it. The figures below are our own: we measured 558 agencies company domains over public DNS on 2026-09-03. Last updated 2026-09-03.
What actually hurts
- client turnover
- project delays
- budget constraints
- resource allocation
The playbook
- 01
Identify recent client wins
Research agency websites and social media to find announcements about recent client acquisitions or successful campaigns. This shows you understand their current focus and can tailor your message to their success stories, increasing relevance.
- 02
Analyze their content strategy
Examine the agency's blog and social media posts for themes and topics they prioritize. This insight allows you to frame your outreach around their interests, highlighting how your solution can enhance their existing strategies.
- 03
Pinpoint budget cycles
Look for public records or news articles about budget announcements or financial planning periods within the agency. Timing your outreach just before these cycles can help you engage when they are considering new investments.
- 04
Address common agency pain points
In your messaging, reference specific issues such as client turnover or project delays that agencies often face. By acknowledging these challenges, you position yourself as an ally who understands their day-to-day struggles.
- 05
Leverage industry awards and recognitions
Identify any recent awards or recognitions the agency has received. Mentioning these accolades in your outreach not only flatters them but also opens a conversation about how your services can help maintain or elevate their market position.
Can agencies companies even receive your mail?
We measured the DNS of 558 agencies companies, sampled evenly across company sizes, to see how many authenticate their own email. It matters in both directions: a domain that does not authenticate is a domain whose team is used to mail going missing — and if your own domain is in the gap, yours is the mail going missing.
Publishes a DMARC policy of quarantine or reject — the domain actually asks receivers to act on failures.
The gap is the finding: 16.8% of 1–10-person companies against 55.4% of the largest — 39 points apart. Small companies are where the unauthenticated domains are, and small companies are who most cold outreach is aimed at.
Where does your domain sit?
Same three lookups, run live against your domain. Nothing is stored and nothing is emailed to you.
How this was measured
Company domains were sampled within employee-count bands, then queried over public DNS for SPF (TXT at the apex), DMARC (TXT at _dmarc.) and MX. One domain per company, deduplicated. Anyone can reproduce any single row of this with dig.
DKIM is deliberately absent. A DKIM key lives under a selector that cannot be enumerated from outside the domain, so a company with flawless DKIM under a name we did not guess would be counted as having none. That would measure our guess list, not the industry.
Domains with no MX record are excluded rather than counted as failures — parked and redirect-only domains would otherwise drag every figure down and make the result an artefact of the sample.
Sampled within bands, so this describes the population of companies, not of employees: a 10-person company counts once, as does a 10,000-person one. Each band is at least 60 domains; bands below that are not published. Figures are percentages of the sample, not of the whole industry, and we publish no company names — only counts.
Measured 2026-09-03. Re-measured monthly.
The full census across every industry — sortable, with sample sizes, free to reuse under CC BY 4.0.
Subject lines that fit
- Enhancing client retention
- Boosting your creative strategy
- Navigating budget challenges
Questions
- Why do Heads of Marketing at agencies ignore cold emails?
- Heads of Marketing often receive numerous cold emails that lack personalization or relevance. Many ignore outreach that doesn't directly address their current challenges or showcase an understanding of their agency's unique position in the market.
- What messaging resonates with agency CMOs?
- Messaging that highlights measurable outcomes, such as improved client retention or successful campaign metrics, resonates well. Agency CMOs appreciate insights that align with their strategic goals and demonstrate a clear understanding of their industry landscape.
- How can I make my outreach stand out?
- To stand out, incorporate specific details about the agency's recent work or industry trends in your outreach. Tailoring your message to reflect their current initiatives shows that you have done your homework and are genuinely interested in their success.
- What are common objections from agency marketing heads?
- Common objections include concerns about budget constraints, the effectiveness of new solutions, and the potential disruption to existing workflows. Addressing these objections proactively in your outreach can help mitigate their concerns and open the door for further discussion.
Or have it run itself
SoloRiff does every step above on its own — finds the companies, finds the people, writes each of them individually, and handles the replies. Drop your URL and watch it work before you sign up for anything.
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