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Finding a growth marketing agency is no easy feat. Maybe you’ve worked with an agency before that hasn’t delivered the results you wanted, or maybe this is your first time looking into marketing agencies but you don’t know where to start, what you need, or how it’ll impact your company’s wallet. 

The Needle in the Haystack 

With so many agency varieties out there, it can seem overwhelming to find the one that suits your exact needs AND isn’t a pain to work with. When you search “growth marketing agency” on Google, there are nearly 600 million results – finding the right one definitely qualifies as finding a needle in a haystack. 

Well, you can take a deep breath! You’ve made it to the ultimate guide that will teach you everything you need to know about both hiring and working with a growth marketing agency that’s right for you.  

Growth marketing agencies are a subcategory of general marketing agencies that focus on, to put it simply, helping businesses grow. These agencies usually take an approach that combines marketing, sales, technology, and more to scale a business and see measurable results. 

An effective growth marketing agency can make a major impact on a business, so it can really be a service worth investing in...as long as you choose wisely. In this guide, you’ll take a deep dive into the different types of growth marketing agencies (and there are quite a few!). You’ll find out how to hire the agency that’s best for you, and how to best work with them to help your business reach new heights. 

Keep reading for everything you need to know about choosing and using a growth marketing agency. 

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I. Growth Marketing 101

What’s a Growth Marketing Agency?

A marketing agency is the umbrella term for an external company or firm that helps you develop and implement marketing strategies and solutions, all in the name of driving more business. Growth marketing agencies fall under that umbrella. But not all marketing agencies are growth marketing agencies. For example, Branding Agencies, Design Agencies, Web Agencies, and Marketing Research firms are all types of marketing agencies that are NOT growth marketing agencies.  

Growth marketing agencies focus especially on helping companies scale in size and revenue. They’re usually not limited to the typical marketing activities, like content creation. Instead, these agencies like to align with sales to implement strategies that get everyone on the same page and create a seamless funnel that leads to more business. 

If you’re looking for a marketing agency that combines creativity with practical understanding of finance and data, a growth marketing agency is for you.  

Growth Marketing Agency

What are Different Types of Marketing Agencies?

You won’t be surprised to hear that there’s a pretty large subset within growth marketing agencies themselves! There are several different types, and each one focuses on a certain aspect of growth-oriented marketing. 

Here are the most common types of Growth Marketing Agencies: 

Full-Service Growth Marketing Agencies
Specialized Growth Marketing Agencies

Later on in the guide, you’ll get a high-level profile on every single type of growth marketing agency, so you can stop wondering which one is right for you.

II. How to Find the Right Growth Marketing Agency

That’s why you’re here! To find the right growth marketing agency, you have to know what you’re looking for and what they should do for you. What goals do you want your agency to help you accomplish? What KPIs are you hoping to meet? What expectations should you have when it comes to agencies? 

Exploring the different types of agencies, what they can offer, and what they’ve done for other companies is also crucial. Find out what each agency does, and you’ll gain a deeper understanding of what you require. By asking the right questions and doing the right research, you’ll find the best fit for your needs in no time.  

Here’s a list of practical steps you can take to find the growth marketing agency that fits your needs:

Practical Steps for Finding the Right Agency

  • Determine what subset of marketing agency you’re looking for 
  • Ask your network AND go to Google to research 
  • Once you find an agency, go to their website. Their own marketing will reveal a lot 
  • Next, it’s about asking the potential agency the right questions: 
    • What KPIs do they usually report on? 
    • Will they need access to your sales team? (That’s a trick question. If they say no, you run!) 
    • Will they need access to sales data? 
    • What’s their longest-standing client, and what do they do for that client? 
    • What makes them different and better than other agencies? (If they say “our people,” don’t accept that! What makes a good agency is the structure they have in place to deliver excellent results consistently across clients. The involvement of leadership in the success of each client also matters. Good people are a minimum expectation.) 
    • Who is going to be running your account? What’s their background? (Your salesperson might be great, but they also might not be the one running your account.) Ask to meet who this person is! Remember, you’re not buying a product. You’re hiring people. So, it’s the people who matter more than any sales deck you get to see. 
    • Why do they do what they do? It’s a classic interview question for a reason. You want to hire people who care, because your account will get the attention it deserves. 

III. What to Ask of Your Growth Marketing Agency

growth marketing agencyTo make sure you’re on the same page as your growth marketing agency, start by setting minimum expectations. Any marketing agency you work with should be offering a minimum. If an agency can’t give you the time and energy your projects need, then keep looking! Take a look at this handy checklist to see what you should be getting out of your agency:

  • A senior point of contact (POC): Although you likely won’t communicate with this person daily, you should have access to a higher up in the agency in case there’s a more serious concern. You want a captain on the ship, someone who can lead the strategy on your account. 
  • A day-to-day POC: This is your point person, who you can shoot an email or message and get back a response within the day. 
  • A regular project management meeting: periodic meetings will not only help you get to know your agency, but will also ensure that you’re aware of any important updates and questions on various projects. 
  • Regular goals & KPIs review: goals and KPIs are the backbones to any successful campaign, and they have the tendency to change. Make sure your agency is setting the right ones for you, not them. 
  • Clear channels of communication: your agency should establish from the get-go how to best contact them and how quickly they respond so you never have to wonder how to get in touch. They should also provide a project dashboard so you have full visibility on project timelines and progress. 

IV. Making Things Work with Your Growth Marketing Agency

Ready for a scary statistic? It’s not uncommon for agencies to have a 40% churn rate. That means the likelihood of you firing your agency this year is VERY high. This has multiple downsides: 

  • You’ll have to justify firing the agency. If you’re the one who hired them, it might not look all that good. 
  • You’ll have to find and ramp up a new agency. That means a lot of wasted time. 
  • Worst case scenario, you keep an agency that’s not performing because you don’t want to deal with onboarding a new one. That’s not a solution! At some point, someone will realize that the company is sinking money into something that doesn’t work. 

How can you avoid this nightmarish scenario? It starts with hiring the right agency (see above), and the next critical step is setting the right framework to work with your agency, and here’s how: 

Set the Right KPIs

Undoubtedly, setting the right key performance indicators (KPIs) is one of the most important steps you can take to optimize the ROI of your engagement with your growth marketing agency.  

Want to get results, reach goals, and advance your career? The right KPIs will get you there. What do we mean by “the right KPIs”?  

That means paying attention to what actually matters, like revenue and discovery calls. Remember that leads, clicks, and impressions won't necessarily help with growth if they’re not going anywhere. 

Full-service marketing agencies can help with this, as they’re better positioned to impact critical bottom-of-the-funnel metrics because they have more channels at their disposal. They can test out more than one channel and recommend the one(s) that works best. 

Full-service agencies won’t be shy about reporting poor performance on one channel because they can recommend alternative channels. That’s a bit trickier for a specialized agency. For example, let’s say you have an emerging market with really low search volumes, but you hired a specialized SEO agency. 

Naturally, they’ll want to do everything they can to keep you spending money and resources on SEO, rather than killing that channel and recommending that you invest in something with more immediate returns instead. This is something to keep an eye on. 

Whether you’re using a specialized or full-service agency, without a clear understanding of your goals and KPIs, your agency is set to miss the mark. Setting smart KPIs from the outset is critical for you and your agency to succeed. 

If you’re looking for some good KPIs to start with, here are a few, and you’ll find more detailed list for each type of agency below. 

Great KPIs to Start With

  • New revenue generated 
  • New opportunities opened 
  • The RIGHT KIND of conversion rates (meaning conversions that bring qualified, sales-ready leads) 

1) KPIs Red Flags 

  • Your agency reports on “leads” and not on discovery calls booked, opportunities created, or revenue generated/influenced. 
  • Your agency doesn’t regularly meet with leadership and show impact on revenue. 

2) How to fix it 

  • Give your agency access to bottom line data. This will help them see the return on investment (ROI) of prior campaigns and understand how they should be making an impact. If this is not something that is available to you, consider investing in a tool like HubSpot, which can cleanly lay out reports and data. 

Set Clear Priorities

marketing agencies

When it comes to running a successful business, prioritization is everything. That also applies to how you interact with your agency. 

Something your marketing agency will likely never outright talk about, but it’s a given: you’re one of many clients. Your agency has a certain number of hours and resources dedicated to your account.   

In the long run, if you ask for too much or try to widen the scope of work to impossible lengths, the work itself will suffer.  

If you don’t set priorities, your marketers might end up working on things that don’t have as much impact on your goals, which will only hurt you. If your agency doesn’t clearly help you reach your company’s goals, your budget might be cut or, at the very least, it’ll be a poor reflection of you. Having the right priorities will prevent that. 

Luckily, a good marketing agency will be able to help you prioritize. Their experience and their knowledge and understanding of your company, industry and goals will enable them to make recommendations about what will have the most impact on your growth. They will also alert you about competing priorities and will be transparent about timelines, expected project completion, and expected impact. 

1) Red Flags 

  • Your agency doesn’t help you prioritize projects and has no opinion about what should be done first. 
  • Your agency can’t back up recommendations for project orders and timelines with a logical argument. 
  • Your agency doesn’t work on your top priorities first. 

2) How to fix it 

  • These red flags are tricky, and there’s no simple fix. 
  • The best thing you can do is have an open conversation with your account manager. Give them specific examples of how they’re not helping prioritize or respecting your priorities. 
  • If the problem persists, this particular agency might not be the right one for you. 

Streamline Communications

marketing agencies

You’ve heard it before: Communication is key. There are lots of ways to streamline communications with your agency, and a big one is meeting preparation. If you’re working with a full-service marketing agency, they probably do a whole lot for you, so you’ll want to cover a lot during your meetings. 

By coming to meetings prepared with what you want to address on your side and a clear idea of the outcome you’ll want from the meeting, both you and your agency will accomplish more. 

As for your agency, they should come in with a clear agenda with specific topics they want to cover with you. They should send the agenda in advance of the meeting so you can be fully prepared. 

Providing Feedback 101 

Another way to ensure helpful and consistent communication is through providing feedback and using email wisely. Anything that your agency produces for you is likely going to require rounds of feedback and edits – that's just a fact! 

Your agency team likely works for 4 to 10 different clients at any given time. For iterations to happen quickly, it’s best to centralize feedback and send it in writing. That means making sure to gather all internal feedback before passing it on to your agency. 

Here are some other helpful feedback tips that will increase speed and efficiency for you and your marketing agency: 

  • When possible, you should provide feedback on a document rather than in an email. 
  • For content and copy, ask your agency for a Word or Google Doc so you can easily provide comments and leave suggestions. 
  • For design elements, ask for something like an Invision doc so that it’s simple for you to provide feedback on specific visual elements. 
  • Keyword research should come in the form of an Excel or Google sheet so that you can comment on specific keywords based on search volume, position, and more. 
  • For ads, bullet points usually work best. 
  • For reports, using a reporting tool such as HubSpot Dashboard or a shared PowerPoint is best as you can provide feedback or ask specific questions directly on the report. 
  • Giving feedback in meetings is great for communicating general and high-level ideas. Still, anything related to positioning or smaller details might be more easily conveyed in writing using bullet points. 

Of course, emails are still okay. But always make sure you CC the entire team that works with you and keep feedback centralized in a specific email to avoid confusion!  

1) Red Flags 

  • You don’t have regular meetings with your agency. 
  • Your agency doesn’t come prepared with an agenda. 
  • Your agency doesn’t regularly propose new ideas that will help them achieve your goals. 
  • You don’t have a dedicated point of contact at your agency and have to communicate separately with each specialist. This probably indicates that they do not have anyone on staff that has a great grasp on your account. 
  • There is no senior staff member on your agency team and issues don’t get escalated appropriately. 
  • Your agency takes several days to reply to your emails. 
  • You don’t know what your agency is working on or when projects will be delivered. 
  • You don’t know what’s required of your internal team to complete projects., 

2) How to fix them 

  • Ask for a regular meeting with your agency. 
  • Ask your agency to come prepared with an agenda. 
  • Get in touch with the agency leadership to ask for a senior team member oversight on your account. 
  • Require responsiveness.
  • Ask for a project dashboard, like ClickUp, that’ll give you an overview of project tasks and timelines. 
  • Ask for centralized lists of to-dos, and recap of meetings in writing. 

V. Working with Specific Types of Growth Marketing Agencies

A. Full-Service Marketing Agency

What is a full-service marketing agency? 

Rather than specializing in a particular marketing area, a full-service or full-service marketing agency can do it all for you. That means everything from search engine optimization (SEO), email marketing, and content creation to social media, pay-per-click (PPC) advertising, and user experience.  

A full-service marketing agency’s invaluable and well-rounded expertise means they can test out various marketing channels and see what works best. Your full-stack marketers should be knowledgeable, flexible, and enthusiastic about helping you reach your goals using every marketing weapon in their arsenal. 

Full-Service Growth Marketing Agencies

 What to ask of your full-service marketing agency? 

Your full-service agency should be able to do everything, so you can ask them for everything...within reason. Along with following the general checklist from above of what to ask for from your growth marketing agency, you’ll also want to very clearly set the right KPIs for your agency. 

KPIs have that name for a reason: they’re the key to unlocking a business’s success. This especially rings true when you’re working with a marketing agency. If you don’t set the right KPIs, your marketing agency will do it for you. If you leave it completely up to your agency, then they might end up reporting on what’s convenient for them, not what’s important to you. 

The good news? We’ve worked out the most important KPIs to track down for every type of agency you might work with, so keep reading for this, and take a look at which ones to set for a full-service agency: 

Great KPIs to Set for Full-Service Marketing Agencies

Critical KPIs: 

  • New Revenue Generated 
  • Influenced Revenue 
  • New Opportunities Opened 

Supporting KPIs 

  • Number of leads generated 
  • Form completions 
  • Demo requests 

B. B2B Marketing Agency

What does a B2B agency do? 

A business-to-business (B2B) agency is a full-service agency that will work with you to market primarily towards other businesses. (As opposed to marketing towards individual customers, which would be B2C).  

B2B marketing agencies use similar channels to e-commerce marketing agencies, like digital ads (PPC), emails, SEO, and content. 

The main difference between B2B and e-commerce agencies is that a B2B marketing agency will have: 

  • A good understanding of B2B benchmarks for top of the funnel KPIs. For example, a few hundred searches on a specific keyword is great for B2B, but terrible for e-commerce. Your B2B agency will know that and make the right recommendations. 
  • In-depth knowledge of the B2B sales cycles. Your agency should work closely with sales. 

Saas Marketing Agencies 

SaaS marketing agencies are a type of B2B agency that focus on marketing and acquiring leads for subscription-based SaaS products (that’s “software as a service”). A SaaS marketing agency will help you find ways to increase software sign-ups and sales from other businesses. If they’re full-service, then SaaS agencies will do this by using multiple marketing channels. 

SaaS marketing agencies understand a few things that other agencies will not, including: 

  • The SaaS sales cycle, which is shorter than enterprise sales cycles most 
  • Industry-specific marketing efforts that work for software 
  • How to sell a subscription, rather than a one-time product 
  • A good understanding of B2B technology 

Type of Services Provided by B2B Marketing Agencies 

Given that B2B marketing agencies fall under the category of a full-service agency, they can provide the same well-rounded services. That can include content creation, SEO, website management, email marketing, social advertising, CRM and Marketing Automation Management, Digital Advertising and much more.  

How do I find a B2B Marketing Agency?  

Similar to finding your growth marketing agency, to find a B2B marketing agency, you’ll want research and references. 

First, that means making sure that you provide a product or service for other businesses and that you want a full-service agency that can help you across multiple channels. 

Next, do some preliminary research and check out some agency websites. Does an agency have an easy-to-use site with helpful information and recent testimonials and case studies? 

Then, it might be time to book an initial call with a few agencies and see which ones come prepared and have actionable ideas. When you follow these steps, you’re likely to find the right agency. 

Oh, and if you’re looking for good KPIs to set for your B2B marketing agency (which you should be!), see Full-Service Marketing Agency – the KPIs are the same. 

C. Demand Generation Agency

What’s a Demand Generation Agency and is it different from a Growth Marketing Agency? 

To answer this question, you first need to know what B2B demand generation is. Demand gen is all about creating long-term engagements with leads, then nurturing those leads through every step of the Buyer’s Journey. 

B2B demand generation is that and more. It especially emphasizes developing a sales pipeline that’s predictable and easy to use.  

Your B2B demand generation agency aligns with sales to form and implement that pipeline, effectively creating the kind of interest in your product or service that leads to real sales. 

A demand generation agency is a type of growth marketing agency; it’s just a bit more specific in what it does. 

As for good KPIs to set for your demand generation agency, take another look at Full-Service Marketing Agency for some excellent full-stack performance indicators. 

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D. Revenue Marketing Agency

What’s a Revenue Marketing Agency and is it different from a Growth Marketing Agency? 

Revenue growth is the goal of most marketing agencies, but a revenue marketing agency takes it to a whole new level.  

They focus on metrics that really matter to develop a revenue marketing strategy that’s primary goal is to raise the bottom line. 

A good revenue marketing agency will go beyond lead generation; they’ll form and implement strategies that create lift across the entire funnel, from awareness to post-sales. With the help of an agency, you’ll be making data-fueled decisions and watch marketing leave behind its old label of “cost center.” 

And like a demand generation agency, a revenue marketing agency is a specific type of growth marketing agency. Revenue marketing isn’t really a specialty, but rather a philosophy with a singular goal. The intention is, of course, still to help you scale and grow, but the primary focus is to generate revenue through full-service marketing efforts.  

Also like a demand generation agency, the best KPIs you can set are the same as with a Full-Service Marketing Agency. (Trust us, those are really good KPIs that a lot of people ignore.) 

Want to know even more about revenue marketing? Check out our Revenue Marketing Guide

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E. Specialized Marketing Agencies

What is a Specialized Marketing Agency? 

True to its name, a specialized marketing agency will specialize in a particular area. They won’t cover all marketing bases, but these agents are experts in a certain field – like paid social, SEO, or automation, for example. All their resources go into their specialty, so if you only want to focus on driving results in a certain area, you might be looking for a specialized agency. 

What’s the difference between a Full-Service Marketing Agency and a Specialized Marketing Agency? 

By now, you know that a full-stack or full-service marketing agency can do all things marketing for you. They cover every aspect of marketing, giving you well-rounded, multi-channel efforts. 

But if your business has a specific need or lack in marketing, or perhaps flourishes the most within a specific channel, that’s where a specialized marketing agency might come in. They take just one area from the marketing stack and pour all their skills and resources into making it work seamlessly. 

What about KPIs? 

If you’re asking about KPIs, then you’ve got your priorities straight! The KPIs that you should set for your specialized marketing agency differ depending on the type of agency you’re working with. And unsurprisingly, there are a bunch, and we’ll cover them all. 

Find Your Specialized Marketing Agency

F. HubSpot Marketing Agency

What is a HubSpot Marketing Agency? 

A HubSpot marketing agency is a marketing agency that deals specifically with HubSpot, a popular marketing, sales, and customer service software.  

HubSpot agencies can either be specialized or full-service. For example, ProperExpression is a full-service HubSpot agency. We can help manage everything that HubSpot offers. Some HubSpot agencies are specialized, so they’ll focus mainly on one HubSpot-related aspect, like implementing HubSpot, migrating a website to HubSpot HS, creating workflows, managing automation, managing properties and fields, and more. 

At its core, a HubSpot agency helps you take full advantage of HubSpot. Investing in HubSpot without having a well-versed agency set it up, optimize it, and continuously leverage it is like buying an F1 Ferrari without hiring a pit crew. The car may be good, but that’s not how you’ll win the Grand Prix. 

HubSpot marketing agency

What does HubSpot do for marketing? 

The genius of HubSpot is that at its core, it provides a centralized platform for both marketing and sales to work together to bring in leads and close deals.  

HubSpot’s tools work best when they work together. With HubSpot, you get a bevy of tools at your disposal that attract prospects, convert leads, and close deals. 

There’s the HubSpot CRM, which is where you can store contacts, manage customers, and collect helpful data. The HubSpot CMS is where you can build and manage your website. The Sales Hub allows you to create deals and sequence and much more. The Marketing Hub is where you can run ads, email marketing campaigns, social media campaigns, etc. And you can do it all with automation! 

HubSpot has so much to offer and can be a lot to manage, which is where a full-service or specialized HubSpot marketing agency can help. 

What is a HubSpot partner agency? 

 HubSpot partners agencies are formally recognized as being well-versed in the tools and implementation of HubSpot. If you’re looking for a HubSpot Marketing Agency, keep your eyes peeled for the partner badge on the agency’s website (they’ll likely have it displayed proudly somewhere!) 

The badges vary in type, but they all declare that an agency is partnered with HubSpot in finding the most effective inbound marketing solutions. 

If you’re curious about how many HubSpot partner agencies there are, the HubSpot directory lists over 700 agencies and sales consultants who can deliver top-quality HubSpot services. 

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G. Marketing Automation Agency

Marketing Automation Agency

What is a Marketing Automation Agency? 

This specialized agency is primarily focused on helping clients automate processes behind the scenes to create a flawless pipeline and drive revenue. 

This can include automating lead segmentation to allow for prioritization and targeted messaging. Email marketing can also be automated, so the right people – based on anything from job title to industry – are receiving the right messages at the right time. If someone interacts with a certain email, that can trigger an automated process. 

Lead scoring, drip campaigns, account-based marketing (ABM) - automation can have a hand in it all. A marketing automation strategy can help visibly improve marketing and sales for businesses. By creating standardized procedures and saving employees from having to do time-consuming processes manually, marketing automation can become a business’s lifesaver. 

Who needs marketing automation? 

Everyone! Marketing is ever-changing, and marketing technology (MarTech) especially. To keep up with the most recent best practices and stay on top of marketing trends, implementing automation backed by a solid strategy is recommended. 

How do I choose marketing automation software? 

There’s not one automation software that will necessarily do everything you need overnight. There are tons of different types of automation out there, and the best way to find the right one is to consult a marketing automation agency that can help you best form a strategy and find what you need. 

Accelerate your Growth

H. Search Engine Optimization Agency (AKA SEO Agency)

What is an SEO Agency? 

There’s a chance you ended up on this page because you searched a question, likely in Google. Ranking in search engines and getting in front of leads at the right time is not something that happens by accident. 

An SEO agency conducts the research and may implement both on-page and technical SEO to get your business ranking for specific highly strategic keywords. This process takes a considerable amount of time, effort, and skills. so to have an SEO agency developing and managing an optimization strategy tailored to you is exactly what you need to start making your way up those search engine result pages! 

SEO Agency

What services do SEO companies provide? 

The services provided by SEO companies can vary, but some of the main ones are on-page SEO and technical SEO. On-page SEO is all about making sure your website’s content is aligned around specific clusters of topics based on in-depth keyword research. This way, your site and its content can start answering the questions that people are asking. On-page SEO includes creating optimal H1 and H2 tags, meta-descriptions, alternate texts for images, and strategic interlinking. 

Technical optimization happens more behind the scenes but is just as important.  To ensure a positive user experience, your agency will make sure your website is structured and formatted properly. They’ll optimize your code and images for site speed, eliminate duplicate content, and add structured data to your website so users don’t have to deal with a slow website that makes them want to click away.   

Your SEO agency will also help you build authority, a necessity if you want to rank. The best way to do this is through backlinking, where other sites link to your content, helping you stay relevant and authoritative.

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Great KPIs to Set for a Search Engine Optimization Agency

Critical KPIs:  

  • New Revenue Generated from Organic Leads 
  • Opened Opportunities from Organic Leads 

Supporting KPIs:  

  • Number of organic leads 
  •  Number of form completions from organic 
  • Demo requests from organic 

Important early stage KPIs: 
SEO takes a long time to work and you won’t be able to understand how it impacts bottom line metrics for several months. Things you can keep track on in the meantime are: 

  • Site speed  
  • Organic visits 
  • Ranking on specific, relevant keywords 

 

CAUTION: If you just look at your overall traffic and ranking, you might be misguided. Remember, you don’t just want traffic. You want the right traffic. Sometimes, you’ll start a new SEO effort and your traffic will go down. This is totally okay if you’re eliminating irrelevant traffic to replace it with relevant traffic) 

I. B2B Content Marketing Agency

What are content marketing agencies? 

Ever receive a newsletter or coupon via email? Or maybe you’ve recently seen a social media post with a catchy headline and image that’s caught your eye.  

There’s a chance that what you’re seeing was created by a content marketing agency. 

A content marketing agency develops a content strategy, then executes the strategy. They’ll produce materials – like blog posts, social media posts, and emails – that target different audiences and different personas 

A strong B2B content marketing agency will use SEO research to ensure every piece of content is centered around a primary keyword that will help answer prospect questions before they’re even asked. 

How do I find a content marketing agency? 

As with all the other agency types, it’s all about research and case studies.  

Find content that a prospective agency has produced: 

  • Does the content seem cohesive?  
  • Does it answer questions clearly?  

You’ll want audiences to feel cared about and understood when they read content. So, when you’re looking for a content marketing agency, you should feel the same way! 

Which companies are best at content marketing? 

The best content marketing agencies use other skills.  

Unless you're a publishing company (and even if you are), you generate content to help with a specific goal, like get more traffic, generate new leads, nurture existing leads, etc. 

Content by itself will not produce these results.  

You’ll need an agency that can use content in combination with one of the following: SEO, PPC, Paid Social, SEM Marketing or Email Marketing 

Great KPIs to Set for a Content Marketing Agency

This one is trickier. If your content marketing agency doesn’t do at least SEO or email, there really isn’t a great way to evaluate them.  

We would recommend using either the Search Engine Optimization Marketing Agency KPIs or Email Marketing Agency for this one.

J. Email Marketing Agency

Email Marketing Agency

What does an email marketing agency do? 

An email marketing agency oversees strategizing, producing, and distributing emails to your audience (from cold contacts all the way to customers). There’s a lot more to that than it might seem! A good agency will segment your audience and create content and drip campaigns specific to each lead status or funnel stage. Everything from the email’s design to when it’s sent should be optimized to prime your audience.

Is email marketing still profitable? 

We’ll shout this from the rooftops: Email isn’t dead! In fact, this is one of the most effective channels across all of our clients.  

Around 4 billion people use email, and statistics project that the number will keep growing. There are so many effective email campaigns you can run that will help you nurture and convert leads.  

What are the 4 types of email marketing? 

There are a bunch of different types of marketing emails, but the four main ones are newsletters, acquisition emails, retention emails, and promotional emails. 

Newsletters update subscribers on the goings-on of a company and provide resources and tools. Acquisition emails are the ones centered on acquiring new leads and customers. The CTAs should be action-oriented, and the audience should be segmented. Retention emails are all about nurturing current customers. You want your customers to become your company’s advocates, so reminding them that you care is a must. Lastly are promotional emails, which are meant to drive an action like a purchase or a sign-up, so they’ll often offer deals. 

Guess what? Your email marketing agency should do all four types for you! 

Great KPIs to Set for an Email Marketing Agency

Critical KPIs: 

  • To understand the effectiveness of your email marketing campaigns, take a look at open rates and click-through rates (CTR) to assess the engagement of your audience 
  • Conversion rates, depending on your email CTAs 

CAUTION: Remember that iOS can impact the validity of email open rates – click here to learn more. 

Supporting KPIs: 

  • Unsubscribe rates 
  • Bounce rates  
  • Spam reports. 

K. Paid Social Agency

What is a Paid Social Agency? 

Like with emails, nearly 4 billion people use social media worldwide! That means it’s an area ripe for marketing. A paid social agency will research what social media channels are most relevant to your audience, then devise and implement a strategy to run ads on the platforms and reach a massive number of people. 

What channels are paid social? 

 Pretty much any social media channel you can think of has opportunity for paid ads. That includes: 

  • LinkedIn (especially popular in B2B) 
  • Facebook (especially popular in B2B) 
  • Twitter 
  • Instagram 
  • YouTube 
  • TikTok 
  • Pinterest 
  • Snapchat 
  • And the list goes on! 

Of course, you won’t want to run paid social on every channel. Your agency will help you develop an audience and create social content that targets different funnel stages. 

What’s the difference between paid search and paid social? 

When you pay to have your ads displayed on social media channels (think: LinkedIn, Facebook, Instagram, etc), that’s paid social. When you pay to have your ads displayed on a search engine result page (think: Google & Bing), that’s paid search. They can complement each other nicely when your paid search campaign ensures that your brand is only coming up for the most relevant searches. 

 What are some good KPIs for a paid social agency? 

KPIs get a little tricky when it comes to paid social. You’ll see below that we recommend looking at conversions, but there’s a big caveat there. Sometimes, people get excited at high conversion rates without stopping to think about what those numbers actually mean. 

If a conversion isn’t well-defined, your efforts could be a big waste of money. Agencies often find the easiest conversion and optimize for that, even if the “conversion” doesn’t do anything for business! Don’t be fooled by the word “conversion.” It’s an easy mistake to make because conversion can be pretty technical. Just keep in mind that sometimes, it’s about conversion quality, not quantity, and it’s critical that you align with your agency on this. 

Great KPIs to Set for a Paid Social Agency

  • Conversions (and don’t forget to clearly define your conversion for each campaign!) 
  • ROAS (return on ad spend) 
  • New revenue generated (new deals closed) 
  • New opportunities generated 

 CAUTION: Remember to monitor ad frequency so audiences aren’t being overwhelmed by how often they’re seeing your ads. 

L. B2B PPC Agency

CMO Revenue Marketing

What is a PPC Agency? 

A pay-per-click (PPC) agency does ads for display, social, and search, which are those ads you’ll notice on top of a search engine page. Want to get your brand in front of an ideal audience? A PPC agency can help (and can work in harmony with paid social). 

(And by the way, sometimes “PPC agency” is used to mean paid search agency.) 

What do PPC services include? 

This agency will start out with extensive keyword research and management. What does your audience search for when they find you? What do they search for when they find a competitor’s page? The keyword research should constantly be updated to stay relevant. 

A PPC agency will then create and optimize ads that will resonate with your audience and help monitor keyword bidding. A good agency will keep things optimal, and review bids every day so that you’re never spending money somewhere that can’t give you a good ROI. 

Does PPC work for B2B? 

It certainly does! PPC can help businesses capture ideal leads efficiently. The audience is usually smaller than B2C, so keyword search volume tends to be a bit lower, but that’s expected: your market is smaller than a consumer market, search volumes just reflect that. PPC is a great way to get the attention of ideal prospects as long as the right research is conducted, and the right ad groups are created. 

What’s great about search ads for B2B, specifically, is that they enable you to capture your audience at the exact time that they’re interested in a service or product like yours. The purchase intent is really high, so the conversion to sales opportunities on these also tend to be very high. 

More leads into sales CTA

V. Conclusion

Whew! A lot of marketing agencies out there, right? But know you’ve got everything you need to find the right agency for you, work in harmony, and set the strongest KPIs possible. Picking your marketing agency should be a breeze. 

And by the way, if you want a full-service marketing agency that will check every box on your list and help you drive revenue through every channel, you found it! Book a call with our experts and business will be booming in no time. 

Revenue Marketing Workbook Templates Mobile
Revenue Marketing Workbook Templates Mobile