The Complete Guide to Marketing Agencies: What They Do, How They Operate, and How to Grow Your Agency

Are you curious about what marketing agencies actually do day-to-day? Want to understand how they are structured, generate revenue, win new business, and deliver results? Looking for tips on growing your own agency? This comprehensive guide will lift the curtain on the inner workings of marketing agencies. We’ll explore the types of agencies, services offered, org structures, business models, growth strategies, keys to success, reasons to hire one, and more. By the end, you’ll have unparalleled insight into how marketing agencies operate and thrive. Read on to unlock all the secrets of the marketing agency world!

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What is a Marketing Agency and What Do They Do?

A marketing agency is a business that helps other companies plan, manage, and execute marketing activities to promote their products and services. In simple terms, marketing agencies act as marketing consultants and campaign managers for their clients.

But what exactly does a marketing agency do on a day-to-day basis? Let’s break it down.

An Overview of Marketing Agencies

Marketing agencies offer a wide range of services to support businesses with their marketing efforts. This usually involves strategizing, creating marketing materials, managing campaigns across different channels, and tracking performance.

The main services provided by most full-service marketing agencies include:

  • Advertising: Developing ad campaigns across media like television, radio, print, outdoor, and digital platforms. This includes conceptualizing, designing, and executing ads.
  • Branding: Helping build and manage brands through logo design, brand guidelines, messaging, visual assets, etc.
  • Campaign Management: Planning and managing marketing campaigns end-to-end, including setting objectives, budgeting, project planning, and tracking results.
  • Digital Marketing: Managing digital marketing channels like SEO, PPC, email marketing, content marketing, and social media marketing. Optimizing website design and performance also falls under this bucket.
  • Social Media Marketing: Creating and executing social media strategies across platforms like Facebook, Instagram, Twitter, LinkedIn, YouTube, TikTok etc. This includes content creation, ad management, influencer marketing, performance tracking, and community management.
  • Public Relations: Building strategic PR plans, managing media relations, generating earned media coverage, managing events/sponsorships, crisis communication, and brand reputation management.

Beyond these core services, some marketing agencies also provide specialized services like market research, sales enablement, product marketing, and even web/software development services in select cases.

Key Responsibilities of a Marketing Agency

At a high level, a marketing agency is responsible for:

  • Developing marketing strategies aligned with the client’s business goals
  • Planning and budgeting for marketing activities
  • Developing and executing marketing campaigns
  • Managing communications across media channels
  • Producing marketing collateral like videos, websites, presentations, etc.
  • Tracking and reporting on campaign performance
  • Identifying new marketing opportunities and platforms

Essentially, a marketing agency serves as a client’s outsourced marketing department. The agency handles the heavy lifting across all marketing functions, allowing the client to focus resources on core operations and sales.

More specifically, here are some of the key responsibilities of a marketing agency:

  • Researching and analyzing the market, target audiences, competitors, industry trends, and other factors to inform strategy.
  • Identifying marketing opportunities by evaluating the client’s products, positioning, strengths and weaknesses in relation to market forces.
  • Setting measurable goals and objectives for marketing initiatives based on the client’s business targets. Common goals could be increasing brand awareness by X%, boosting website traffic by Y%, or generating Z new sales leads in a period.
  • Developing multi-channel marketing strategies and plans to achieve established goals. This covers everything from messaging and branding to selecting channels and tactics.
  • Producing marketing deliverables like ad campaigns, website enhancements, videos, event plans, promotional materials, and other outputs.
  • Managing the implementation of marketing initiatives as per the project plan and timelines. This includes multi-tasking between different projects and workstreams.
  • Monitoring and reporting on performance using parameters like leads generated, website traffic, rankings, conversions, social media engagement, media coverage etc.
  • Analyzing results and identifying areas for optimization. Then updating strategies and plans accordingly.
  • Maintaining budgets and ensuring cost-effective utilization of the marketing spend.
  • Liaising and coordinating with external partners like media agencies, PR firms, web developers, and other vendors.

The Goal of a Marketing Agency

The overarching goal of any marketing agency is to help clients achieve their marketing objectives and promote their products or services effectively.

More specifically, a good marketing agency strives to:

  • Understand the client’s target audience deeply
  • Build brands by shaping positive perceptions
  • Communicate compelling messaging through the right media mix
  • Engage and convert qualified prospects into customers
  • Amplify reach and share-of-voice in a cluttered market
  • Increase ROI from marketing efforts and budgets

The best agencies become trusted advisors and true partners to their clients. They combine strategy, creativity, technology and data to deliver results and grow the client’s business.

To accomplish this, marketing agencies remain constantly updated on trends in consumer behavior, media consumption, campaign tactics, marketing tech and more. They leverage this expertise to provide cutting-edge solutions tailored to each client’s needs.

At their core, marketing agencies function as the strategic and operational marketing arm for their clients. They fulfil the entire spectrum of marketing needs, freeing up internal client resources to concentrate on other areas of the business.

So in summary, a marketing agency:

  • Acts as your outsourced marketing consultant and department
  • Provides end-to-end strategy and execution across marketing channels
  • Manages marketing campaigns, communications and brand-building
  • Helps achieve business goals by promoting your products and services
  • Brings experience, objectivity and the latest expertise to the table

Hope this gives you a clear overview of what marketing agencies do! Let’s move on to exploring the different types of marketing agencies next.

Types of Marketing Agencies

Not all marketing agencies are created equal. There are different types of agencies that focus on specific services, industries, or capabilities. Here’s an overview of the main types of marketing agencies out there.

Full Service Agencies vs Specialized Agencies

The main distinction is between full service agencies and specialized/niche agencies:

Full Service Agencies

As the name suggests, these agencies offer end-to-end marketing services under one roof. Their capabilities usually span:

  • Branding and Messaging
  • Advertising
  • Digital Marketing (SEO, Social, Content, Email etc.)
  • Campaign Execution and Management
  • Marketing Technology

Full service agencies develop comprehensive marketing strategies and execute campaigns covering various channels/tactics. They act as a one-stop shop handling all marketing needs.

Specialized Agencies

These agencies focus on a specific functions like social media marketing, SEM, PR, experiential marketing, political marketing etc.

Specialized agencies deliver deep expertise in their niche area but don’t provide other marketing services. Clients must coordinate with multiple specialist partners to cover all marketing bases.

Traditional Marketing Agencies

These agencies plan and manage traditional advertising channels like television, radio, print, and out-of-home. Their focus is on branding and mass reach rather than data-driven marketing.

Traditional agency services include:

  • Television and Radio Advertising
  • Print Ads in Magazines/Newspapers
  • Billboards and Outdoor Media Planning
  • Direct Mail Campaigns

They rely heavily on creative teams for ideation, storytelling, and producing ads. Media planning and buying is also a core capability.

Increasingly, traditional agencies are expanding into digital and evolving into integrated agencies.

Digital Marketing Agencies

Digital agencies concentrate on online marketing tactics like SEO, SEM, social media marketing, content marketing, and email marketing. Their expertise lies in leveraging technology and data to acquire customers.

Typical services offered by digital marketing agencies include:

  • Search Engine Optimization
  • Pay-Per-Click Advertising
  • Social Media Strategy and Advertising
  • Content Creation and Marketing
  • Conversion Rate Optimization
  • Email Marketing Automation
  • Marketing Attribution and Analytics

Digital agencies stay on top of the latest algo changes, platform updates, and trends in online consumer behavior. They optimize and adapt campaigns based on performance data.

Branding Agencies

As the name suggests, branding agencies specialize in building brands through positioning, visual identity, messaging, and other assets. Their focus is on shaping perception rather than direct marketing or sales enablement.

Core branding services include:

  • Brand Messaging and Tone
  • Logo Design
  • Brand Guidelines and Collateral
  • Packaging Design
  • Experiential Marketing (events etc.)
  • Concept Development and Campaign Ideation

Branding agencies drive consistency across touchpoints to reinforce the desired brand image. They rely heavily on art directors, copywriters and designers.

Public Relations Agencies

PR agencies specialize in earned media and reputation management. This involves securing favorable publicity and managing brand perception.

Their services revolve around:

  • Media Relations
  • Securing Press Coverage
  • Managing Events, Launches and Sponsorships
  • Social Media Profile Management
  • Crisis Communication
  • Reputation Repair

PR agencies leverage relationships with journalists, bloggers, and influencers to gain visibility for clients. They focus on building brand credibility and trust.

Specialized Digital Agencies

There are super-specialized digital agencies focusing on just one facet like:

  • SEO Agencies: Handle search engine optimization to boost rankings and traffic.
  • PPC Agencies: Manage pay-per-click ad campaigns on Google, Facebook etc.
  • Social Media Marketing Agencies: Specialize in social media strategy, content, and advertising.
  • Email Marketing Agencies: Focus solely on email campaign creation, automation, and optimization.

These niche digital agencies deliver very targeted expertise in one channel but don’t offer a comprehensive digital marketing suite.

Industry Focused Agencies

Some agencies work with clients in specific industries like healthcare, real estate, hospitality, or financial services. They build deep industry expertise in terms of regulations, buyer needs, and competitive landscapes.

Industry specialization allows them to craft tailored solutions leveraging insider knowledge of that sector. But their capabilities may not translate well when dealing with other unrelated verticals.

Key Takeaways

  • Full service agencies offer a full suite of marketing services while specialized agencies focus on specific channels or tactics.
  • Traditional agencies handle mainstream advertising channels like television and print while digital agencies focus on online marketing.
  • Branding agencies specialize in shaping brand perception while PR agencies manage communications and media relations.
  • There are super-targeted digital agencies specializing in just one area like SEO, SEM or email marketing.
  • Some agencies build deep industry-specific expertise to better serve clients in those verticals.
  • Companies must select agency partners according to the expertise required, channels to be managed, budgets available and in-housing capabilities.

Now that we’ve covered agency types, let’s look at how marketing agencies are structured.

The Structure and Operations of a Marketing Agency

Marketing agencies organize their staff into specialized roles and departments to deliver expertise, efficiency and results across the services they offer.

Here’s an overview of the typical structure and operations within a full service digital marketing agency.

Key Roles and Departments

Marketing agencies assemble teams of specialists across functions like strategy, account management, creative, media, and technology.

1. Account Management

This team serves as the primary point-of-contact for clients. They are responsible for:

  • New Business Development
  • Managing Client Relationships
  • Crafting Project Scope and Timelines
  • Coordinating with Creative, Strategy, Media etc.
  • Presenting Work and Deliverables
  • Gathering Client Feedback
  • Contract and Billing Management

Strong client management skills and communication abilities are critical for this role.

2. Creative Team

The creative team develops ideas and produces marketing assets like websites, videos, social posts, banner ads, infographics, emails etc.

Roles in this team include:

  • Copywriters: Write text for different media from website pages to social captions.
  • Art Directors: Visualize and deliver creative concepts.
  • Graphic Designers: Design visual assets like logos, ads, marketing material etc.
  • Motion Graphic Designers: Produce animated videos and gifs.
  • UI/UX Designers: Design engaging and conversion-focused user experiences.

3. Media Team

The media team plans and executes tactical campaign delivery across channels like search, social, email, and display advertising. Their responsibilities cover:

  • Managing Paid Ad Campaigns (Google, Facebook etc.)
  • Planning Media Buys and Ad Inventory
  • Optimizing Based on Campaign Performance
  • Developing Targeting Strategies
  • Leveraging Insights to Improve Results

4. Strategy Team

The strategy team shapes plans to meet client goals and target audience needs. Their responsibilities include:

  • Researching Markets and Competitors
  • Identifying Target Audiences and Buyer Personas
  • Performing SWOT Analysis
  • Developing Positioning Strategy
  • Crafting Campaign Strategies and Messaging
  • Planning the Optimal Media Mix

5. Technology Team

The technology team handles development, analytics, and marketing automation. Key responsibilities are:

  • Website Design and Development
  • Implementing Marketing Technology Stacks
  • Managing CRMs, MA Platforms and Analytics
  • Tag Management and Data Configuration
  • Reporting and Performance Analysis
  • APIs and Custom Integrations

6. Production Team

Dedicated project managers, content editors, quality testers and campaign coordinators form the production team. They ensure flawless execution by:

  • Coordinating Across Teams and Workstreams
  • Managing Asset Production Timelines
  • Reviewing Deliverables for Quality
  • Ensuring Brand Guidelines are Followed
  • Functionality and Compatibility Testing
  • Trafficking Marketing Assets

Agency Structure and Workflow

Marketing agencies organize these specialized roles into departmental teams for efficiency and optimal workflow. The overarching structure typically follows:

!Marketing Agency Org Structure

Image: Typical marketing agency organizational structure

The workflow follows a sequential path:

  • The client briefs the account manager on campaign requirements and goals.
  • The account manager engages the strategy team to develop the marketing plan.
  • The creative team conceptualizes and produces marketing assets as per the plan.
  • The media team implements tactical campaign delivery and optimizations.
  • The production team reviews, tests and approves the campaign elements.
  • The account manager presents the campaign deliverables to the client for signoff.
  • Post-launch, the analytics team tracks performance and shares insights.
  • These insights feed into subsequent strategy iterations and campaign optimizations.

Through this workflow, the specialized teams contribute towards delivering a seamless, high-impact marketing campaign for the client.

Tools and Software

To coordinate work and run campaigns effectively, marketing agencies rely on a technology stack including:

Project Management

Platforms like Asana, Trello, Basecamp etc. to collaborate, assign tasks, and track project progress.

Design and Content

Tools like Adobe Creative Suite, Canva, Over, InDesign, etc. to produce marketing assets and content.

Analytics and Reporting

Platforms like Google Analytics, Adobe Analytics, Sprout Social etc. to capture and analyze campaign data.

CRM and MA Platforms

Software like Salesforce, HubSpot, Marketo etc. to manage customer data, email campaigns, workflows, and other automation.

Ad Tech

Like Google Ads, Meta Business Manager, LinkedIn Campaign Manager etc. to run and optimize paid ad campaigns.

Website and Tag Management

Solutions like Google Tag Manager to manage tags and website code implementation.

APIs and Custom Integrations

To connect the marketing technology stack and transfer data across platforms.

Specialist Tools

SEO tools, social media management platforms, video creation tools and more for specific functions.

With the right structure, workflow and tools in place, agencies can deliver complex omni-channel campaigns at scale and drive results for clients.

Now that we’ve seen agency structure, let’s examine the business model and finances behind marketing agencies.

Key Elements of a Marketing Agency Business Model

Let’s examine how marketing agencies generate revenue, structure their costs, price services, and ultimately make money. Understanding the finances and billing models is crucial for running an agency business.

Revenue Streams for Marketing Agencies

There are three main sources of revenue for most marketing agencies:

1. Retainers

Many agencies charge monthly retainers to clients for a fixed scope of work. This provides a recurring, predictable revenue stream.

Retainers are priced based on factors like:

  • Number of Hours Included
  • Services Covered (social media, content marketing etc.)
  • Complexity of Work
  • Minimum Guaranteed Spend

For example, a $5,000/month retainer may cover 100 hours of content marketing and social media management.

2. Project Fees

Agencies charge one-time project fees to clients for defined marketing initiatives done in a specific timeframe.

Project fees are determined by:

  • Scope of Work
  • Size of Assets to be Created
  • Delivery Timelines
  • Effort and Resources Required

For instance, a client may be charged $20,000 for an integrated digital campaign spanning website design, social media creative, and videos.

3. Commissions

Some agencies earn commission based on the total media budget managed or business results achieved for clients.

Examples of commission models:

  • 15% commission on total ad spending
  • 10% of sales revenue generated
  • $50 per lead generated

Performance-linked commissions incentivize agencies to drive results. But they can be unpredictable.

Cost Structures

There are major costs agencies must account for:

Labor Costs: Salary, benefits, taxes, insurance for staff and freelancers. Employee costs are typically the largest expense.

Overheads: Real estate, utilities, equipment, supplies, software, hosting, etc. These fixed costs must be covered.

COGS: Any direct costs for project production like design software, stock imagery, event supplies, and more.

Administration Expenses: Costs for legal, HR, accounting, recruitment and other centralized functions.

Sales & Marketing Costs: Lead generation, advertising and other expenses for winning new business.

Since labor costs account for a major share, profitability relies on optimal utilization of teams across client projects.

Pricing Models

Agencies use different pricing models to bill clients:

1. Time and Materials

This model bills on actual time spent and is commonly used for:

  • Retainers pricing hourly, monthly or annual blocks of time
  • Project fees pricing agency hours required

It provides predictability but clients may perceive it as incentivizing inefficiency.

2. Value Based Pricing

Here, pricing is based on the value delivered to the client rather than hours worked. Clients may be charged a fixed project fee or monthly retainer fee based on ROI expectations rather than time.

This incentivizes efficiency but predicts ROI upfront.

3. Commission Fee

Commission or bonus fees based on results or budgets managed reward performance. But commissions are harder to forecast.

4. Mixed Fee Structures

Many agencies use a hybrid model combining fixed retainers or base fees plus commissions on top to balance predictability and performance.

Average Agency Profit Margins

According to industry benchmarks, typical agency profit margins range between:

  • 10% to 20% EBITDA for small agencies (<$10M revenue)
  • 15% to 25% EBITDA for midsize agencies ($10M – $50M revenue)
  • 20% to 30% EBITDA for large agencies (>$50M revenue)

Top performing agencies can achieve EBITDA margins of 40% plus.

Profitability varies based on pricing power, overhead costs, utilization rates and operating efficiency.

How Agencies Bill and Charge Clients

Let’s look at some details around how agencies structure pricing and bill clients:

Hourly Rates

Agencies track time across projects and roles to bill clients hourly. Hourly rates depend on:

  • Level of expertise (junior vs senior staff)
  • Role (creative, strategist, media planner etc.)
  • Geographic region
  • Seniority and years of experience

Typical hourly rates range from:

  • $60 – $150 per hour for junior to mid-level roles
  • $150 – $300+ per hour for senior positions

Markups are applied on top of base hourly costs.

Monthly and Annual Retainers

Retainers allow agencies to charge an upfront recurring fee in exchange for a predefined scope of work each month or year. The retainer fee depends on services, hours and minimum contract values.

Many agencies require minimum 3-6 month retainer engagements for smaller budgets. Higher budgets can secure 12 month or multi-year retainers.

Project Fees

Project fees allow agencies to price one-off initiatives like a brand launch campaign encompassing strategy, visual identity, website development, launch events and more.

Agencies estimate costs based on historical data and benchmarks for the defined scope. Fixed project fees shift risk to the agency but provide revenue visibility.

Performance Fees

Agencies that manage media budgets or paid campaigns may charge 10-20% commission on total media spend or ad spending.

For lead generation campaigns, agencies may charge fixed fees per lead generated or a share of revenue from closed sales.

Markups on Vendor Costs

When working with media reps, production teams and other external vendors, agencies typically markup the costs by 15-30% to account for coordination effort and profit margin.

For example, a $100,000 media buy may be marked up by 20% to $120,000 when billed to the client.

Media & Material Costs

Any hard costs for items like print ads space, commercial shoot costs, stock photos, event venues etc. are billed directly to clients without any markup.

Key Takeaways

  • Marketing agencies generate revenue through retainers, project fees and commissions.
  • Typical agency profit margins range from 10-30% EBITDA based on revenue, efficiency and pricing power.
  • Agencies bill clients based on hourly rates, value-based pricing, media commissions and markups on vendor costs.
  • Managing utilization and margins across resources, retaining clients, and winning new business is key to agency profitability.

Now that we’ve reviewed the finances behind agencies, let’s look at strategies to scale up and grow your agency.

How to Grow and Expand Your Marketing Agency

Starting and sustaining a marketing agency is one thing. But driving growth and expansion is a different ballgame altogether.

Let’s look at proven strategies to scale up your agency:

Business Development Strategies to Win New Clients

Growing your book of business begins with lead generation and new client acquisition. Here are proven tactics:

Leverage Existing Client Referrals

Happy clients who see results are the best source of referrals. Ask satisfied clients to connect you to others in their network who may need your services. Offer rewards like discounts or credits to motivate referrals.

Network at Industry Events

Attend and sponsor events for your target client profiles. Network with prospects and leverage the stage/podium to build thought leadership. Convert promising leads into discovery calls.

Publish Content and Case Studies

Publish articles, guides, podcasts and case studies showcasing your expertise and results. Promote them through social media, PR and outreach. Convert site visitors into leads.

Run Pay-Per-Click Ads

Target high-intent keywords related to marketing services in your city. For example, “Atlanta social media marketing agency”. Drive clicks to a lead capture landing page.

Develop Sales Playbooks

Document your sales process including prospecting, objection handling, closing techniques, optimal contact frequency and more. Ensure consistency across business development reps.

Prioritize High-Value Prospects

Identify ideal prospects most likely to become long-term clients versus chasing every lead. Focus sales efforts on high-potential targets that align with your positioning.

Offer Free Audits or Consultation

Attract prospects by offering a free website audit, SEO analysis, social media assessment or marketing plan consultation. Aim to convert them into paying clients.

Have a Strong New Business Team

Hire experienced salespeople who can generate and qualify agency leads. Ensure they have marketing knowledge versus pure sales skills.

Expanding Services for Existing Clients

An easier growth avenue than new logos is expanding relationships with active clients.

Upsell Additional Services

Audit existing client needs across other capabilities like social media marketing, influencer campaigns, video production etc. Present service offerings beyond their current scope.

Become an Indispensable Partner

Evolve from a vendor into an invaluable strategic advisor. Learn their business goals, challenges and processes intimately. Uncover new ways to contribute.

Solve Adjacent Problems

Drive value outside agreed scope by alerting them to digital threats, new technologies etc. If an SEO client has a website issue, proactively fix it even if unasked.

Cross-sell to Client Affiliates

Check if existing clients have sister brands, subsidiaries or partnerships open to your services. Request referrals to decision-makers within extended networks.

Right of First Refusal

Institute a contractual right-of-refusal on new projects or expanded work based on performance. Clients must come to you before engaging another agency.

Run Loyalty Programs

Offer discounted rates, service upgrades, and account credits to loyal clients who renew contracts. Reduce churn risk.

Conduct Quarterly Business Reviews

Set up periodic account reviews to discuss campaign performance, additional needs, and new agency capabilities. Uncover expansion opportunities.

Develop Pricing Incentives

Offer discounts, capped fees or extra services for long-term or large-budget commitments. Structure pricing to reward continuity versus one-off projects.

Hiring More Talent as You Scale

Ramping up teams and capabilities is crucial to serve growing client demand.

Build a Recruiting Process

Document a structured interview and selection process for each role. Screen for must-have skills like Salesforce expertise or video production.

Interview for Culture Fit

Look beyond hard skills to assess whether candidates match your values, work styles and agency culture. Poor culture fit increases attrition risk.

Cast a Wide Talent Net

Explore diverse channels to source candidates like job boards, freelance platforms, LinkedIn, networking events, employee referrals etc.

Partner With Universities

Build campus recruiting relationships to tap graduating talent. Sponsor projects, attend career fairs and offer internships.

Offer Competitive Compensation

Benchmark pay and benefits to attract top talent, especially for niche skillsets like UI/UX design or PPC experts.

Highlight Growth Trajectories

Showcase career advancement opportunities during interviews. Talented people seek upside and professional growth.

Develop Internal Capabilities

Boost in-house skills through training programs on digital analytics, presentation skills etc. Rotating staff cross-functionally also expands abilities.

Acquire Specialized Firms

Buy niche agencies to absorb in-demand capabilities like video production or VR rapidly versus organic recruiting.

Opening Additional Office Locations

Serving new geographic markets through physical presence has advantages:

Go Where Big Clients Are

Prioritize opening offices in cities where your target clients are concentrated. Catering to major accounts locally breeds loyalty.

Tap New Talent Pools

Expand hiring access by setting up offices across multiple states. Some skills may have limited local supply where you’re currently based.

Mirror Client Headquarters

When serving large national/global brands, mirror their geography with dedicated outposts near corporate HQ or regional centers.

Meet Local Business Needs

Open locations to serve clients who prefer or require in-market agencies for reasons like cultural nuances, language, regulations etc.

Increase Media Buying Clout

More regional offices allow bigger upfront commitments when negotiating ad rates with local media reps.

Reduce Client Travel Needs

With staff located closer to clients, you reduce the need for client teams to fly in for meetings and reviews.

Seed Future Leadership

Allow rising managers to open new offices as a career development move. They gain general management experience.

Acquiring Smaller Firms to Grow

Buying smaller agencies in complementary capabilities or locations can boost growth:

Expand Offerings

Acquire niche providers in emerging needs like content production, influencer marketing etc. to expand integrated services.

Deepen Locations

Buy agencies with an existing local presence to quickly build density in target markets versus opening own offices.

Acquire Talent

cherry pick skilled teams and accounts through acquisitions as a faster route compared to organic recruiting.

Eliminate Competitors

Consolidate market share by merging competing agencies into your portfolio.

Gain Marquee Clients

Buy agencies working with aspirational accounts you have failed to organically win. Mergers bring the clients over.

Increase Economies of Scale

Merge back-office functions like Finance, HR and IT across acquired firms to lower costs and overhead.

Realize Cross-Sell Synergies

An acquisition provides readymade opportunities to cross-sell additional services to the new clients.

Key Metrics and KPIs for Agency Growth

Tracking macro performance indicators is crucial to measure the impact of growth initiatives:

Revenue Growth

Year-over-year revenue expansion indicates market traction. Target high double digit growth to outpace competitors.

Number of Clients

Growing your client roster and avoiding concentration risk reflects new business momentum.

Client Retention

High client retention indicates strong relationships and satisfaction. Benchmark to industry averages.

New Services Offered

Introducing additional capabilities like influencer marketing or PPC reflects the ability to meet evolving client needs.

Employee Headcount

Increasing team size shows your agency’s momentum and ability to scale execution.

Average Client Spend

Growth in share-of-wallet per client signals pricing power and client confidence.


Effective hourly rate earned across the agency should increase with pricing optimization and efficiency.

Profit Margins

Rising profitability must accompany growth to ensure financial health.

Key Takeaways

  • Business development, upselling clients and acquisitions drive new account growth.
  • Hiring, opening new offices and acquiring capability boost service capacity.
  • Tracking macro KPIs including revenue, clients, retention and margins is crucial.
  • Ultimately, balancing growth and profitability sustains success over the long-term.

Now let’s examine how to market your own agency effectively.

Effectively Marketing Your Own Agency

Agencies excel at promoting their clients’ businesses, but often struggle to market themselves. Here are proven tactics to build your agency brand:

Content Marketing

Publish relevant articles, guides, and videos to attract potential clients.

Blog Regularly

Share examples, how-tos, and insights related to your expertise. For example, a PPC agency can blog about bid optimization tactics.

Create Educational Guides

Develop comprehensive guides like “The CMO’s Guide to SEO” to demonstrate thought leadership. Gate with lead forms.

Promote Content Actively

Repurpose content across social media, email nurturing, direct mail and outreach campaigns. Aim for virality.

Optimize for SEO

Research topics prospects search for and create ranking content like “How to Choose a Social Media Marketing Agency.”

Post Client Testimonials

Sprinkle positive client quotes and success stories across your content. Social proof builds credibility.

Give Away Free Tools

Offer free tools like ROI calculators or site grader tools. Capture leads in exchange for the tool.

PR Outreach

Earned media exposure lends third-party credibility.

Distribute Press Releases

Announce new creative hires, expanded services, big campaign wins or other newsworthy events.

Land Expert Interviews

Pitch reporters with ideas for expert input from your leadership team on industry topics.

Contribute Guest Columns

Propose informative guest articles that position your agency as thought leaders.

Publish Awards Lists

Compile and publish lists like “Top 10 Mobile Marketing Agencies” with your brand featured.

Highlight Media Placements

Promote press mentions/interviews through owned channels to build authority.

Speaking and Events

Position executives as industry experts through speaking engagements:

Speak at Conferences

Have leadership present at high-profile industry events related to your capabilities.

Host a Webinar Series

Position your team as thought leaders through educational webinars on marketing best practices.

Sponsor Relevant Events

Pay to sponsor targeted conferences and meetups attended by your buyer personas.

Conduct Lunch & Learns

Host free educational sessions for clients showcasing your team’s expertise.

Enter Industry Awards

Compete for prestigious industry awards like “Best Social Media Campaign” from media publications.

Networking and Referrals

Relationships drive referrals. Strategically network through:

Referral Partnerships

Formalize referral partnerships with providers offering complementary services like SaaS platforms.

Join Associations

Have staff participate actively in professional bodies and industry associations.

Business Development Events

Attend association meetings, chamber events and industry networking nights.

Host Client Workshops

Arrange educational workshops exclusively for existing clients to network amongst each other.

Alumni and Affinity Groups

Leverage university alumni networks and groups like non-profits or charities you support.

Partner Integration Events

Co-host experience days and client days together with key technology partners.

Develop Case Studies

Create detailed written and video case studies showcasing your results across clients:

Quantify Business Impact

Highlight tangible ROI and metrics achieved like “2.5X increase in website conversions”.

Feature Recognizable Brands

Promote case studies for impressive brand name clients assuming approval permissions allow.

Get Client Endorsements

Include direct quotes from clients validating your services and demonstrating trust.

Repurpose Across Channels

Embed case studies on website, sales presentations, brochures, sales emails, etc.

Optimize for Search

Target relevant SEO keywords in case study titles, subtitles, and headings.

Promote Through Ads

Run paid ads targeting decision-maker titles with links to your case studies.

Thought Leadership Content

Position your brand as visionaries via blogs, videos, guides, ebooks etc:

Share Future Outlooks

Publish perspectives on industry trends, challenges, and innovations ahead.

Create How-To Playbooks

Provide comprehensive best practice guides like “The CMO’s Playbook to Customer Retention.”

Give Advice and Tips

Blog actionable tips and advice based on hands-on client experience.

Launch Original Research

Conduct surveys and publish primary data-driven reports.

Host Roundtables

Convene client advisory boards and document insights shared.

Q&A Expert Interviews

Interview top executives and extract learnings for readers.

Creating a Marketing Plan

Now let’s examine how to structure an integrated marketing plan specifically for your agency:

Set Marketing Objectives

Define specific goals for brand awareness, new business pipeline, agency scale etc.

Identify Target Clients

Detail an ideal client profile based on industry, size, budget, needs and other attributes.

Calculate Marketing Budget

Allocate adequate budget to achieve objectives across both staff time and paid media.

Define Your Value Proposition

Articulate what makes your agency distinct and document your differentiated positioning.

Map Client’s Buyer Journey

Outline the typical client research process and buying journey from awareness to close.

Create Audience Personas

Build persona profiles documenting client challenges, media habits, decision motivators etc.

Select Marketing Tactics

Choose a mix of owned, earned, promoted and shared marketing tactics to engage persona groups across the buyer journey.

Establish KPIs

Define quantifiable metrics to track effectiveness for each tactic like website traffic, leads generated and media mentions.

Document Detailed Execution Plans

Build monthly or quarterly plans detailing each campaign’s execution including budgets, timelines and team assignments.

Brief Leadership and Staff

Train staff across the agency to communicate your value proposition, services and differentiators accurately.

By aligning your agency’s marketing strategy and execution to specific business goals, you can attract ideal prospects efficiently and demonstrate authority.

Now let’s examine the keys to building a successful agency overall.

Keys to Running a Successful Marketing Agency

Launching a marketing agency is one thing, but sustaining success requires mastering several best practices including:

Develop Strong Client Relationships

Happy clients are the lifeblood of agencies. Nurture the relationship through:

Take a Consultative Approach

Drive value by acting as a strategic marketing advisor versus just executing tactics. Offer ideas beyond the agreed scope.

Focus on Trust and Rapport

Invest time upfront to build personal connections and trust through frequent conversations. Understand their goals deeply.

Over-Communicate Proactively

Set clear expectations, provide frequent updates, outline next steps and risks proactively. Don’t let clients be surprised.

Resolve Issues Quickly

If something goes wrong, acknowledge it immediately and outline how you will resolve it. Don’t be defensive.

Manage Expectations

Avoid overpromising results or metrics upfront. Set realistic expectations and try to over-deliver versus overselling.

Institutionalize Feedback Loops

Schedule regular touchpoints for informal discussions, feedback and new ideas, not just work reviews.

Quantify Value and Impact

Track campaign ROI rigorously. Share metrics demonstrating how you move the needle for their business.

Foster Executive Alignment

Ensure your senior-most talent engages with client leadership directly. Don’t delegate key relationships.

Make It Personal

Learn about client’s families, interests and passions. Ask about their career progression. Personal bonds retain.

Hire the Right Talent

Assembling a talented team with chemistry takes work:

Look Beyond Credentials

Skills matter, but also assess energy, work ethic, teamwork, creativity and ability to handle ambiguity.

Check Cultural Fit

Ensure candidates align with your values like transparency, collaboration or flexibility. Misfit hires won’t last.

Mix Experience Levels

Blend seasoned team leaders with energetic junior staff. Mentorship boosts capabilities over time.

Trust Your Gut Instinct

If something feels off about a candidate, probe deeper during interviews. Don’t ignore red flags.

Don’t Compromise on Core Skills

For niche roles, have patience and keep searching rather than lowering the bar. Mediocrity shows.

Interview in Phases

Use multiple interviews to evaluate different strengths like leadership, analytical skills and executive presence.

Look Internally First

Before external searches, check if current staff are ready for promotion. It builds loyalty.

Check Portfolios Rigorously

Scrutinize writing samples, campaign results, design work and strategy decks thoroughly to avoid inflated claims.

Verify Every Claim

Independently validate credentials, past employers, salaries, awards, client logos and campaign results listed.

Maintain Clear Communication

Miscommunication erodes agency-client relationships fast. Ensure:

Define Terms of Engagement

Document project scope, timelines, fee structure, key results, required resources, risks, constraints etc.

Formalize Workflows

Establish step-by-step internal workflows detailing activities, hand offs between teams, reviews, approvals etc.

Over-Communicate on Work Status

Provide frequent updates on work completion status, delays if any, dependencies and next steps.

Quick Issue Resolution

When problems arise, escalate immediately internally and coordinate to investigate, diagnose and resolve.

Require Written Approvals

Secure official signoffs from clients on key items like creative concepts, media plans, target audiences etc.

Institute Ongoing Performance Reviews

Set up recurring meetings to evaluate metrics, results achieved, and ideas for optimization.

Simplify Reporting

Synthesize data into dashboards, summaries and visuals versus complex spreadsheets or manuals.

Coach Clients on Work Methods

Educate clients on your team’s work styles and quirks so interactions are smoother.

Automate Where Possible

Streamline recurring communication through automation like scheduled reports, alert triggers etc.

Leverage Data and Analytics

Data should guide all aspects of work:

Quantify Everything

Track detailed metrics for media performance, asset resonance, lead quality, workload and more.

Access Real-Time Dashboards

Enable self-serve analytic access to both your team and clients through interactive dashboards.

Set Optimization Benchmarks

Define quantitative thresholds that will trigger campaign improvements based on results.

Tie Analytics to Actions

Review performance data regularly and align on priorities and next steps based on insights.

Conduct Multivariate Testing

Test alternative creative, messaging, offers, and segments systematically to make campaign decisions.

Build Feedback Loops

Incorporate client feedback, reviews, marketplace responses etc. back into the optimization loop.

Monitor Trends

Watch metrics over longer time periods to identify tendencies and seasonal patterns for advanced planning.

Combine Quantitative and Qualitative Data

Balance hard campaign response metrics with softer brand health and sentiment indicators.

Democratize Agency Data

Beyond client-facing analytics, provide team-wide access to data like resource utilization, billable ratios etc. to inform planning.

Focus on Delivering Results

Ultimately, marketing impact matters most to clients:

Establish Clear Success Metrics

Align on the few (3-5) key quantifiable results that define campaign success upfront.

Optimize Towards Outcomes

Continuously refine strategies and tactics aimed at moving the needle on the established metrics versus generic optimizations.

Remain Pragmatic

Balance ambitious targets with pragmatic plans that offer best chance of success based on historical baselines.

Ruthlessly Prioritize

Eliminate tactics that analysis proves ineffective at driving outcomes to double down on what works.

Ensure Technical Hygiene

Verify marketing technology integrations, tag firing, site speed etc. to minimize data gaps that distort optimization.

Isolate Agency Impact

Identify and exclude factors like seasonal trends that influence results outside the agency’s efforts for fair assessment.

Highlight Value Delivered

Quantify campaign financial return and value generated for client’s business specifically attributable to the agency.

Reward Outcomes

Incentivize teams internally through recognition, promotions and compensation based on client results achieved.

Adopt Processes for Efficiency

Systems and processes boost productivity:

Standardize Repeatable Work

Document templates, guidelines, workflows and samples to ensure consistency across recurring workstreams.

Leverage Project Management Tools

Utilize collaborative software to assign tasks, share files, track project status and facilitate team coordination.

Automate Where Possible

Review workflows to identify manual steps that could be automated through tools like Zapier, IFTTT etc.

Limit Work Interruptions

Implement practices like “Focus Fridays” or “No Meeting Wednesdays” to enable extended periods of distraction-free work.

Facilitate Internal Sharing

Create central repositories of knowledge, creative assets, presentations etc. accessible across the agency.

Codify Best Practices

Document “cheat sheets” and how-to guides capturing proven processes, expert techniques, useful data sources etc.

Compartmentalize Client Work

Divide teams into dedicated account groups that “own” end-to-end delivery for assigned clients.

Require Structure in Deliverables

Mandate the use of templates, frameworks and formats in documents, plans, data reports etc. submitted internally.

Standardize Governance Policies

Establish consistent rules, reviews and approvals governing project scope changes, vendor selection, budgets etc.

Keep Ahead of Marketing Trends

In a dynamic field, agencies must stay cutting-edge:

Dedicate Innovation Budgets

Allocate time and funding for evaluating emerging tactics, technologies and experimenting with new platforms.

Attend Industry Events

Invest in sponsoring and participating in major conferences to stay updated on trends like CES, SXSW etc.

Develop Partnerships

Form strategic relationships with ad tech vendors, martech startups, media partners etc. for early access to innovations.

Foster a Culture of Curiosity

Encourage staff at all levels to ask questions, share ideas and explore new methods. Welcome challenges to the status quo.

Prototyping New Offerings

Experiment with new services like influencer program management or connected TV early to evaluate client appetite.

Publish Trend Reports

Research emerging consumer behaviors, tech shifts, ad formats etc. and share perspectives through forecasting reports.

Leverage Staff Specializations

Encourage employees to develop deep expertise in next-gen topics like AI, NFTs, Web 3.0 etc. through side projects and external learning.

Conduct Hackathons

Organize internal collaborative competitions and idea jams focused on future-oriented themes.

Designate Trend Scouts

Appoint team members exclusively responsible for identifying nascent opportunities through extensive conferences, webinars, publications etc.

Host Expert Panels

Arrange talks by industry pioneers in newer disciplines to educate your team.

Rotate Staff Across Service Lines

Boost aptitude in newer tactics by providing assignments and shadowing opportunities in unfamiliar areas.

By honing these fundamentals, agencies position themselves for sustainable success driven by meaningful client outcomes and market leadership.

Now let’s discuss why hiring an agency makes sense for marketers and brands.

Why Businesses Should Work with Marketing Agencies

Is it better for brands to handle marketing themselves or hire an agency? Here’s why outsourcing to marketing experts makes strategic sense:

Gain Marketing Expertise and Experience

Specialist agencies dedicate themselves solely to marketing. This expertise would be difficult for brands to recreate internally across the spectrum of skills needed.

Core advantages of tapping agency knowledge include:

Deep Channel Expertise

Agencies bring deeper hands-on expertise within specific disciplines like SEO, social media advertising, influencer marketing etc. versus generalist marketers.

Expanded Skills Library

Agencies offer a broader mix of specialized skills under one roof including research, consulting, creative, digital, traditional, analytical and more.

Proven Campaign Strategies

They bring experience across hundreds of past campaigns in what strategies work best for different business scenarios.

Up-to-Date with Latest Trends

Agencies stay on top of latest platform algorithms, ad formats, technologies and innovations given their singular marketing focus.

Industry Specialization

Niche agencies develop vertical expertise around unique regulations, buyer nuances, seasonality etc. for specific industries.

Perspective from Fresh Eyes

External consultants provide an objective perspective, unbiased by internal team dynamics or politics.

Get Access to Broader Resources

Agencies maintain larger resource pools that can be tapped by clients on-demand.

No Need to Recruit

Clients avoid costs and delays of having to recruit and train specialist in-house marketing talent.

Flexible Team Scaling

Agency staffing can expand or contract dynamically based on client workloads and needs.

Vendor Relationships

Established agencies have pre-negotiated preferential media, technology and platform vendor relationships and rates.

Shared Knowledge

The collective knowledge, documented processes and assets across an agency’s clientele benefits every client.

Expanded Breadth of Tools

Agencies pay for and maintain an expanded suite of marketing technologies from analytics to automation platforms that clients can leverage.

Focus Internal Teams on Core Operations

Delegating marketing execution frees up in-house resources for priorities like product, sales and service.

Align to Business Strengths

Brands remain dedicated to what they do best like engineering, support or operations rather than building marketing skills.

Move Faster

Specialists can execute faster with fewer internal meetings, office politics or resource constraints hampering work.

Reduce Operational Burdens

Vendors handle all campaign management, analysis, optimization, reporting and other workload internally.

Flexible Time Commitment

Agencies accommodate fluctuating workloads unlike salaried employees with fixed hours.

Shift from Fixed to Variable Costs

Trading hefty payroll expenses for flexible project or retainers costs gives better cost control.

Bring an Outside Perspective

External consultants provide an independent, outside-in point of view.

See the Big Picture

Agencies take a high-level approach to identify wider trends, opportunities and strategies clients may have missed.

Overcome Internal Biases

They counteract preconceptions and groupthink that can develop internally when marketing is handled in-house for long.

Leverage Wider Experience

Agencies apply learnings, proven ideas and out-of-box strategies from their diverse clientele.

No Office Politics

Consultants make recommendations based solely on merit rather than internal relationships or past methods.

Ask Uncomfortable Questions

Outsiders critically examine fundamentals and freely challenge assumptions clients shy away from internally.

Inject Fresh Thinking

Externals stimulate new ways of tackling challenges and growth beyond prevailing internal mindsets.

Course Correct Quickly

Outsiders spot issues and recommend changes earlier before problems escalate compared to insiders.

Cost and Time Savings

Handling activities externally reduces certain costs and speeds output.

No Learning Curve

Specialists hit the ground running with niche expertise – no need for clients to train staff.

No Bad Hires

Paying fixed project fees avoids costs from mis-hiring and turnover in in-house teams.

No Downtime Between Campaigns

Agencies handle workload spikes and lulls flexibly unlike permanent employee needs.

Scalability on Demand

Quickly expand expert teams as needed instead of lengthy internal recruiting and hiring processes.

Latest Technologies

Tap into latest tools and software without significant investments in in-house capabilities.

Ability to Scale Marketing Efforts Quickly

Marketing initiatives can accelerate faster leveraging external teams proficient at scalable execution.

More Efficient Processes

Seasoned teams execute refined workflows honed across other accounts to speed output.

Specialist Production Teams

Leverage dedicated resourcing for campaign production – content, design, videos, apps etc. versus ad hoc internal efforts.

Proven Scaling Methods

Engineered approaches to rapidly test new market viability and scale up what’s proven.

Surge Capacity

Ramp up initiatives without sudden organizational shock from ballooning headcount.

Pooled Resources

Spread costs over multiple clients to tap more expensive strategic guidance, technologies and media than affordable internally.

Key Considerations When Selecting an Agency

While benefits abound, choosing the right agency partner tailored to your needs matters. Questions to weigh include:

How Aligned Are Your Values and Work Styles?

Check for compatible operating cultures and transparency expectations.

Do They Offer the Capabilities You Need?

Audit specialty skills from analytics to influencer marketing.

What Industry Experience Do They Have?

Gauge expertise in your specific vertical like healthcare, automotive etc. if relevant.

How Strategic is the Approach?

Assess if strategy and planning is rigorous before execution.

What Results Have They Produced for Similar Clients?

Evaluate case study results achieving goals like your own.

How Current Are the Campaign Approaches?

Examine if latest platforms and innovations are incorporated.

How Are Teams Structured?

Seek integrated teams with end-to-end ownership versus siloed groups.

What Methods Are Used to Prove Value?

Review performance tracking, attribution and ROI analysis depth.

How Transparent is Reporting and Communication?

Check for proactive updates, visibility into work status and budgets.

How Is Work Quality Ensured?

Explore quality assurance, security and approval protocols.

Through an objective RFP and vetting process, brands can select agency partners that become invaluable allies through future evolutions and growth phases.


Marketing agencies offer significant advantages, from expertise at scale to external perspectives and expanded resources. While costs and control are considerations, the right agency alignment empowers brands tremendously.

I hope this guide gave you a comprehensive overview of what marketing agencies do, how they operate, proven ways they generate growth and reasons to partner. Let me know if you have any other questions!

Conclusion and Key Takeaways

Let’s recap the key things we learned about marketing agencies:

What is a Marketing Agency?

A marketing agency is a business that serves as the outsourced marketing department for clients. They offer services covering advertising, branding, digital marketing, social media, PR and campaign management. The goal is to help clients promote their products, engage customers and meet business goals through marketing.

Types of Marketing Agencies

There are full service digital agencies, traditional/offline agencies, specialized niche agencies, industry-specific agencies and more. Companies pick partners matching their needs.

Agency Structure and Workflow

Agencies organize staff into teams covering capabilities like account management, creative, media, strategy and analytics. They follow structured workflows to deliver campaigns seamlessly.

Marketing Agency Business Models

Common agency revenue sources include retainers, project fees and performance commissions. Average profit margins range from 10-30%. Typical costs include labor, overheads, production and administration.

Growing a Marketing Agency

Business development, upselling current clients, strategic hiring, opening new offices and acquiring niche firms can drive growth. Tracking KPIs like revenue, clients and margins is key.

Marketing Your Own Agency

Content marketing, PR, events, referrals and thought leadership establish authority. Crafting a positioning strategy and marketing plan focused on ideal clients is crucial.

Keys to Agency Success

Success factors include strong client relationships, communication, leveraging data, delivering results, staying updated on trends and having efficient processes.

Benefits of Hiring Marketing Agencies

The advantages of working with agencies include gaining expertise, an outside perspective, broader resources and flexibility. It allows brands to focus internally.

Selecting a Marketing Partner

Companies should review capabilities, experience, strategic rigor, culture fit, results and transparency when vetting agencies. Picking the right fit is critical.

I hope this guide provided a detailed overview explaining what marketing agencies are, how they work, how to grow an agency and the benefits of hiring one! Let me know if you have any other questions.

Key Takeaways

  • Marketing agencies are external partners that help companies execute marketing strategies and campaigns to promote brands, engage customers, and achieve business goals.
  • Services provided by agencies span advertising, branding, digital marketing, social media, PR, campaign management and more.
  • Main types of agencies include full service digital agencies, specialized niche partners, traditional shops, and industry-focused players.
  • Agencies assemble teams covering capabilities like account management, creative, media planning, analytics, strategy, and technology.
  • Typical agency revenue sources are monthly retainers, project fees, and performance-based commissions. Profit margins range from 10-30% in the industry.
  • Growing an agency involves business development, expanding current client work, making strategic hires, opening new offices, and acquiring niche firms.
  • Agencies should focus on strong client relationships, constant communication, leveraging data, delivering results, and staying on top of marketing trends.
  • Companies can benefit from agencies’ expertise, expanded capabilities, external perspective, cost and time savings, and ability to scale marketing quickly.
  • Brands should review agencies’ experience, culture fit, strategic approach, work methods, and transparency during the vetting process to pick the right partner.
  • Aligning with the right agency provides brands with a valuable extension of their marketing capabilities and expertise.

In summary, this guide provided a comprehensive overview of marketing agencies – what they do, how they operate, strategies for growth, and reasons for brands to partner with them. Let me know if you need any clarification or have additional questions!

Frequently Asked Questions

What is a marketing agency?

A marketing agency is a business that provides marketing services to clients, serving as their external marketing department. They handle services like advertising, branding, campaign management, digital marketing, social media, and more.

What do marketing agencies do?

Marketing agencies are responsible for planning marketing strategies, executing campaigns across channels, producing creative assets and marketing collateral, analyzing performance data, managing media budgets, and essentially driving results for clients.

What are the different types of marketing agencies?

Common agency types include full service digital agencies, specialized niche partners (PR, social media etc.), traditional/offline shops, industry-specific players, performance marketing, and branding agencies.

How are marketing agencies structured?

Agencies assemble teams covering capabilities like account management, creative, media planning, analytics, strategy, and technology. Workflows move sequentially across these specialized teams.

How do marketing agencies make money?

Typical agency revenue sources are monthly retainers, one-time project fees, and commissions based on marketing budgets managed or performance achieved. Profit margins range from 10-30% in the industry.

How can you grow a marketing agency?

Growth strategies include business development, expanding work with current clients, making strategic hires, opening additional offices, acquiring niche firms, and tracking KPIs like revenue, client counts, new services etc.

How should agencies market themselves?

Agencies should use content marketing, PR, events, referrals, thought leadership and developing robust case studies to establish credibility and authority in their market.

What makes a successful marketing agency?

Key success factors are strong client relationships, constant communication, leveraging data, delivering measurable results, staying on top of marketing trends, and having efficient and standardized internal processes.

Why should businesses hire marketing agencies?

Benefits include getting access to marketing expertise, an external perspective, a broader pool of capabilities and talent, cost and time savings, and the ability to scale marketing efforts quickly.

How to select the right marketing agency partner?

Companies should vet agencies’ experience, results, culture fit, transparency, work methods, strategic rigor, chemistry, and understanding of their industry. Picking the right strategic fit is critical for success.