At some point in my sales conversations with a prospect, I ask if their company has ever worked with a marketing agency. About ninety percent of the time it’s a “Yes”. And because this is important for our agency to understand, I probe a little deeper.
Me: What did they do for you?
Prospect: They created blogs, eBooks and did some email marketing.
Me: How did it work out?
Prospect: Well, I’ll tell you what happened. At first…
And so these simple few questions invariably open up a flood of memories. The reasons for the break ups, in my experience, boil down to a handful of areas (oddly enough, lack of results is almost never mentioned as a direct reason).
They Didn’t Understand Our Business
I’m just a soul whose intentions are good
Oh Lord, please don’t let me be misunderstood
This could be an entire blog post by itself and is probably the one I hear most often. It can be the final diagnosis (and client exodus) from all of the other negative symptoms combined that creep into a relationship.
It’s one thing if a client is selling consumer moving services and quite another if it’s artificial intelligence software. To market each of these, however, will require a documented strategy. This “getting to know” the client phase is crucial for success going forward. Evidence of its absence or corner cutting may not make itself known for months, but it emerges eventually.
It’s when a company’s product/solution is complex that misunderstanding becomes obvious quickly, particularly if an agency doesn’t take the time to perform internal and external client interviews, competitive research, lead definitions/analysis and buyer journey development.
Missing these steps is evident in the content created whether it’s truly not understanding what a client does, not identifying their potential buyers’ challenges, or simply being repetitive in their content topics.
Agency Employee Turnover
I hear this a lot, especially when a client was working with a large agency. There’s one big agency in particular that gets mentioned most often. They employ enough writers and account managers to build the Great Pyramid of Giza, and reading their Glassdoor reviews, the toiling they do seems like the modern equivalent of pyramid building albeit behind a desk.
The complaint is always straightforward: as soon as one writer or account manager got up to speed on our business, they were replaced by someone else who had to start all over again. This disrupted the flow, slowed progress and left us little confidence in them.
If you’re surrendering your inbound marketing to a large agency, expect there to be turnover and consequently, upheaval. It’s the nature of working with quantity over quality.
Bad Cultural Fit
Small companies can be as concerned with cultural fit as they are with an agency’s capabilities. Look at any job posting for a start-up and see how obsessed they are with offering the coolest perks in town: dogs at work, multi-handle kegerators, mechanical bull rides–everyone trying to offer what they feel will keep their employees happier and working longer hours.
Some of these companies also want the Go to the full article.
Source:: Business 2 Community