How to get clients for a marketing agency in the UK
The biggest question on every agency subreddit: where do the first clients come from? The answer is simpler than most threads make it sound. Pick one sector, build a short list of local businesses, and start conversations. Here is how to do it efficiently.
Pick one sector before you do anything else
Agencies that try to serve everyone struggle to explain what they do on a cold call. An agency that says "we do social media for independent hotels in the Midlands" gives the listener a reason to keep talking. One that says "we do digital marketing" does not.
Choose a sector you already understand or have results in. Restaurants, bars, hotels and venues are a strong starting point because there are thousands of them, they need marketing help, and most are not locked into long agency contracts. Trades, professional services and local retail all work too.
Build a list of 200 businesses in that sector
You do not need thousands of contacts to start. A list of 200 businesses in your chosen sector and geography is enough for a meaningful first campaign. Use Google Maps, Companies House, LinkedIn or industry directories to find them.
For each contact, get a name, phone number and company name. The more specific the contact ("the owner" or "the marketing manager"), the better. See how to build a UK cold-calling list for step-by-step guidance.
Make discovery calls, not sales pitches
The first call is not about closing a deal. It is about finding out whether the business needs help, what they are struggling with, and whether they would be open to a conversation. That is a discovery call.
A good opening for an agency sounds like: "We work with independent restaurants in Birmingham on their social media and Google presence. I am calling to see whether that is something you are looking at right now." Short, specific, and easy to answer yes or no.
When someone says yes, you follow up personally. When they say no, you move on. The volume is what makes it work — 200 calls will surface 10 to 20 conversations worth having. Read more on what your first campaign should aim for.
Let an AI agent handle the dialling
Making 200 calls yourself takes the best part of a week. That is a week you are not doing client work, not billing, and not growing. An AI calling agent can work through that list in hours.
FoxEra's AI agents phone each contact, deliver your approved script, and record the full conversation with a transcript. After the campaign, you get a clear list of who is interested, who asked for a callback, and who said no. You then call back the warm ones yourself — the part that actually wins the client.
The agent does not negotiate, quote prices or promise anything. It opens the door. See AI calling for agencies for how other agency founders are using this.
Use your AI assistant to run the whole workflow
If you already use ChatGPT, Claude or another AI assistant, connect it to FoxEra Calls via the MCP server or REST API. Your assistant can upload your lead list, preview the cost, launch the campaign with your approval, and afterwards pull every transcript and summarise who showed interest.
You can ask it to draft personalised follow-up emails for each interested lead, using the transcript as context. The assistant handles the admin; you handle the relationship.
Follow up the same day
When someone tells an AI agent they are interested in hearing more about marketing help, call them back the same day. The conversation is fresh, and you already know what they said — you have the transcript. That is a warmer start than any cold call.
For leads who asked to be called back at a specific time, set a reminder and honour it. For leads who were not interested, do not call again. See cold call follow-up sequences for how to structure what comes after.
What it costs
FoxEra charges from 12p per connected minute. Unanswered calls are free. There is no subscription, no contract and no minimum spend. New accounts get £7 of free calling credit — enough to test a batch of 10 to 20 businesses and read every transcript.
For an agency, the maths is simple: if 200 calls cost a few pounds and one of those calls turns into a retained client, the return is immediate. Use the cost calculator to estimate your campaign.
Frequently asked questions
Will businesses know it is an AI calling?
The AI agent is transparent about what it is when asked. See do you have to tell someone they are talking to an AI for the current UK position.
Can the AI agent describe my agency's services in detail?
The agent follows a script you approve before the campaign starts. It can introduce your agency, name the sector you serve and ask whether they need marketing help. Detailed proposals are for your follow-up call.
How do I get my first agency client if I have no portfolio?
Lead with the sector knowledge, not the portfolio. A call that says "we specialise in social media for independent hotels" is about their problem, not your track record. The portfolio builds after the first client.
Is cold calling legal for B2B in the UK?
Yes. Business-to-business cold calling is legal. TPS and CTPS screening applies to sole traders and partnerships. See is cold calling legal in the UK for full details.