The Marketing Performance Blueprint: Strategies and Technologies to Build and Measure Business Success

Chapter 5 Propel Growth through Agency Partners

The marketing industry is moving too fast to internalize everything.

THE MARKETING AGENCY ECOSYSTEM

The marketing services industry is in a state of flux. As CMOs navigate the marketing talent gap, they are increasingly seeking performance-driven agency partners that are immersed in marketing technology and staffed with digital-savvy professionals. SMBs need partners that can deliver fully integrated solutions and in essence function as outsourced inbound marketing teams. Large enterprises commonly look for niche expertise in core digital disciplines such as content marketing, paid search, SEO, social media monitoring, and analytics to complement internal marketing teams.

The future belongs to dynamic agencies with more efficient management systems, integrated services, versatile talent, value-based pricing models, a love for data, and a commitment to producing measurable results. These tech-savvy modern marketing firms thrive on change and continually apply advances in technology to strengthen their businesses, adapt their services, and deliver greater value to you, the client.

As I wrote in my first book, The Marketing Agency Blueprint, “We are on the cusp of a truly transformational period in the marketing-services industry. The old guard, rooted in tradition and resistant to change, will fall and new leaders will emerge. The industry will be redefined by marketing agencies that are more nimble, tech savvy, open, and collaborative. ...