At Manifest we understand the three distinct client types we serve. These types are known as “Big Game Hunters,” “Hunter Gatherers,” and “Farmers.” Each requires a unique approach to lead generation, outreach strategy, and expectations on return.
Big Game Hunters: Focused on High-Value Accounts
Big Game Hunters are exclusively focused on major wins.
These agencies only want meetings with prospects spending over £500,000 annually. They’re not interested in smaller accounts, however easy they are to convert.
For these clients, a new business agency like Manifest will typically arrange one or two high-quality meetings per month. Budgets for this level of precision targeting tend to sit around £4,000 per month.
Big Game Hunters measure success in long-term revenue, not volume of leads. They expect strategic alignment with industry leaders and household brands.
For an example of this approach in action, see The Drum’s profile on Mother London’s targeted new business wins.
Hunter Gatherers: Balancing Big and Small Wins
Hunter Gatherers are happy to win medium-sized accounts but also welcome smaller opportunities along the way.
These agencies understand that new business is a pipeline, and smaller clients often lead to bigger ones.
With a budget of £4,000 per month, a lead generation agency typically secures three to four meetings per month for Hunter Gatherers.
The pipeline moves faster here. The sales cycle is shorter, meaning Hunter Gatherers often see results quicker than Big Game Hunters.
According to Campaign Live, agencies using this blended approach often build momentum and stronger long-term pipelines.
Farmers: Waiting for Live Briefs Only
Farmers are cautious and selective. They only want to engage with prospects who already have a live brief.
They believe timing is everything in new business. Rather than casting a wide net, they wait for the right moment.
As a result, the volume is very low — perhaps one qualified meeting every month or two.
Lead generation agencies supporting Farmers must monitor:
- Pitch calendars
- Procurement announcements
- Inbound signals like awards or PR
Farmers often benefit from platforms like ALF Insight, which offer intelligence on live marketing briefs.
Matching Lead Generation Strategy to Agency Type
Choosing the right approach is critical. A new business agency must tailor their service to fit the agency’s appetite, team size, and growth ambition.
Blending elements of each model can work, but trying to do all three risks weakening results.
Understanding your agency’s mindset is key to choosing the right lead generation agency and budget structure.
In a market that values both efficiency and creativity, choosing the right model means you’ll spend time on the right conversations.
For further reading, Forrester’s research on B2B sales cycle types is a helpful guide for aligning strategy with intent.
Final Thoughts
The best new business outcomes come from matching tactics to ambition.
Whether you’re hunting elephants, picking berries, or waiting for rain, clarity is everything.
A strong new business agency will help define that clarity and execute accordingly.
