Marketing leaders are confronted with countless daily decisions on driving growth, especially when it comes to customer acquisition: How do we expand our customer base? How do I assemble a team to enact our plans? How do I effectively manage that team while responding to other stakeholders and company priorities?
As part of this decision process, we’re often asked “at what point does it make the most sense to bring on a tech marketing agency?” and “which tactics make most sense to manage in house?”
When can a tech marketing agency add value?
We’re a bit impartial, but we know that agencies can provide new thinking and diversified talent at all stages of business. However, there are certain milestones and challenges which make the need for an agency even more acute. When an agency marries marketing expertise with in-house corporate knowledge of problems and challenges, these partnerships can produce real results.
Here are 6 signals that it’s time for an agency:
1. Storytelling falls flat
Good agencies rely on their abilities to weave a compelling narrative to prospects across multiple touchpoints. Without a compelling story, tech marketing can come across as a listing of products, lacking an explanation of why consumers should be interested. This can turn your carefully crafted message into white noise for your prospects.
Take a look at your communications channels and messages. Are some performing much lower than others? Do none stand out at all? These are signs you may be missing a storytelling opportunity. Agency partners excel at helping tech companies turn product messaging into proven reasons to believe that get prospects to take action.
2. Preparing for business inflection points
How will your business evolve over the next 1 – 5 years with technology or market forces? For example, is your industry ripe for disruption by new players? How will artificial intelligence impact your solutions? A great digital marketing partner can analyze data to help identify future trends and ensure your communication strategy meets prospects where they are heading.
3. Maximizing product launches
A new product requires a launch strategy, compelling messaging, landing pages, SEO, social support, public relations and inbound marketing to drive demand. The right fit tech marketing agency has multi-channel experience bringing solutions to life.
4. Navigating outside impacts
COVID-19 and the following economic upheaval completely disrupted daily routines. Consumer behavior shifted dramatically, changing commutes, media consumption patterns, and work habits. For example, Sprout Social noted that 44% of consumers said they spent more time on their own social networks over the last six months. A good partner can help you navigate changing buyer behaviors and preferences, nimbly meeting and engaging with buyers and stakeholders as decision patterns change.
5. Optimizing media spend
As Google and other platforms have simplified campaign setup, they have reduced barriers to entry for investing in paid search or display advertising. Internal team members can achieve Google Ads certifications and manage tools as directed by the algorithm. However, maximizing ROI from media spend is more complicated. Determining bidding approach, audience targeting, segmentation, competitive strategies and keyword research requires learned experience. Without knowledge of the nuances in weaving together campaigns to create a powerful message, paid efforts may not realize true efficiency.
6. Identifying tech stack efficiencies
The rise of marketing technology software has made it easier to set up effective baseline campaigns and marketing materials – from landing pages to videos to infographics. However, this can also create an illusion of simplicity, masking issues of efficacy and cost. Since martech solutions are not tailored to your business out of the box, there is opportunity cost in setting up the proper data reporting. For example, are the default goal tracking suggestions mapped to how your company drives revenue? Also, data is only as strong as your analysis and responses. Is the right partner in place to analyze data, evaluate success, refine campaigns and launch new ones? This is where an agency partner can really prove valuable and help you get the most out of your marketing investments.
The pace of digital marketing evolution has increased substantially, and B2B buyers have changed the way they evaluate brands. Finding the right agency partner won’t slow this speed of change, but it will supply you with more creative solutions to address future challenges.