You’re Not Losing Deals Because of Performance—You’re Losing Them Because No One Knows You

Most agencies and consultancies think referrals come from happy clients. Turns out that’s not really true.

Peep Laja, CEO at Wynter, the on-demand market research platform for B2B, recently surveyed 300+ C-suite executives.

The objective?

Find out how they vet vendors and build their shortlists. One insight stood out: Most executives aren’t building shortlists by searching for firm websites and social media channels.

Instead, they rely on private conversations with people they know and trust.

And the kicker?

Those referrals usually aren’t from current or past clients. They’re from people who simply know who you are and have a good impression of your brand—even if they’ve never worked with you.

This insight has significant implications for agencies and consulting firms.

It means you might be missing out on opportunities not because of performance—but because you’re invisible in the rooms where decisions are made.

Here’s what to do about it:

• Pick a niche. Develop a defined list of accounts you want to be in conversation with. Build awareness intentionally—don’t wait for referrals.
• Use signal-based outreach to connect with decision-makers at these accounts who are more likely to be in market or about to be in market for services like yours.
• Publish content that positions your firm as a peer, not just a vendor. Talk about market trends, share your point of view, and make execs think differently.
• Host small private events—roundtables, invite-only webinars, or interviews—so you can give value while quietly building trust and recognition.
• Repurpose everything into newsletters and LinkedIn content to stay visible over time. Don’t assume people remember you just because you posted once.

The truth is, most buying decisions are made before you ever get a chance to pitch. If you’re not shaping perception in advance, you’re probably not on the list.