While marketing automation keeps on rising, the agency persona has been forced to evolve to keep on paired with the market’s needs.
Many marketing agencies that started early in the 2000s (not to mention the ones from 1990s and earlier) had to face the unavoidable transformation of the basic precepts of marketing to the new marketing era ruled by data and algorithms (at least, partially).
Marketing automation for agencies: even the big ones had to evolve
And while this does not means that expertise and creativity have extinguished, long time marketing agencies had to either develop their own technologies or acquire new companies that would perform as their inner division of “digital marketing” and everything else related, marketing automation included (just look at key players like Ogilvy or Leo Burnett and you’ll understand perfectly what we’re aiming at).
So, maybe after reading all this you felt very, very identified. If this is the case, then you’ve come to the right spot, but now questions arise above ground level: How does marketing automation for agencies works? How to choose the right tools or service partners?
One thing to mention first before getting into further details: we really encourage you to associate with a marketing automation specialized company – you know, there’s always the option to develop your own technology, but… are you really focused on it? Is this where your real experience resides?
Which type of marketing automation for agencies offers are available?
Anyway, while searching for a marketing automation partner, you’ll mainly find two types of companies: the ones mainly structured as service companies with their own platforms (unreachable for you) or the ones who offer a SaaS solution with support channels.
Once you have your main options list, there are mainly 3 things to look at:
- First, look up to the business scenario provided; does your marketing automation option requires you to sign long term contracts or is it open to on-demand collaborations? How are fees stablished?
- Then again, the second question comes around with customer support. Are there limits for it? Will your agency get charged for certain number of support tickets?
- And last, but not least, is the service or platform chosen rich in features? How often does your potential partner really innovates itself and keeps up to the needs of the modern consumer?
So, up until now… which is your resolution? You know… we’re here to help you (we really mean it)!
Photo: Antoine Beauvillain