How to Not Suck as a Client (and Vice Versa) – Keys to a Thriving Client-Agency Partnership Speakers Micah Perzichilli, of Augurian (meet the speaker) Hannah Kaeter, of Edina Realty (meet the speaker) Ever wish you could dive inside the mind of [insert your client/agency’s name here] to hear their thoughts – uncensored? This session will examine the client-agency relationship from within an active partnership between Edina Realty and Augurian. Join us as we explore topics such as: agency-splaining and why to avoid it, partnership advocacy, and opportunities for innovation and collaboration. By the end of the session, digital marketers (on both sides of the client-agency partnership) will take away: Actionable tips to get better and faster results from your partnership Recommended tools and technology to maximize your role in the agency-client relationship Examples of what a thriving partnership can achieve

1. How to Not Suck
as a Client
(and Vice Versa)
Keys to a Thriving
Client-Agency Partnership

3. 90% of agencies say they truly
understand their client’s business,
only 65% of clients agree.
- RPA and USA Today survey

4. Hannah Kaeter
Work
● Digital Marketing Manager at Edina Realty
● Strategist, analyst and optimizer who loves
discovering and mastering new technology to
solve problems and increase efficiency
Play
● Live and play in south Minneapolis with husband, Mike
● Fun Fact: I love old houses and am obsessed with DIY renovations
● Favorite summertime activity: Walking happy hour

5. Micah Perzichilli
Play
● Live, work and play in NE Minneapolis with wife Bailey and 2 boxers
Murphy and Harvey
● Fun Fact: My title for my first job was “Laser Tag Sheriff”
● Favorite summertime activities: Dog parks, breweries and Yappy Hour
with the dogs
Work
● Founding Partner | Director of Paid Media at Augurian
● Digital marketing, real estate dabbler

6. Agency insider tips:
● Have a plan
● Have a framework
● Have a beer
Client insider tips:
● Build
● Grow
● Amplify
Tonight’s Topics

7. ● If we use a buzzword such as
“transparency” - Drink
● If you like or dislike anything at any
point in the presentation please - Drink
● If you run out of drink tweet
@MNSearchBarkeep
● Or don’t
Rules of Engagement

8. Big Data

9. Content
Is King

10. The Year of
Mobile (5th year
running)

11. Low
Hanging
Fruit

12. Omni-Channel

13. Real Time

14. Holistic
Strategy

15. TRANSPARENCY!

16. Agency insider tips: Have a plan

17. Have a plan: Kickoff

18. ● Have on-boarding doc
● Adapt your questions
● Build trust from the get go
● Break down the business
● Understanding goals
● Goal scenarios based on prior research
● Product/Service
● Audience
● Competitors
● Marketing strategies
● Potential hurdles
● Next steps
https://augurian.com/pp
c-onboarding-process/
Have a plan: Kickoff

19. ● Utilize an audit template
● Prioritize
● Present a plan - don’t email the issues
Have a plan: Audit

20. Have a plan: Audit

21. ● Prioritize findings
● Present a plan - don’t email
the issues
Have a plan: Audit

22. ERMAHGERD MaggieOutraged Oscar

23. https://instagantt.com/shared/s/346008709162538/latest
Have a plan: plan when to plan; map
it out

24. Have a plan: Map it out

26. ● Recap
○ Come prepared at Kickoff
○ Develop initial strategy
based on impact
○ Have a plan for when you
plan
○ Map it out
● Useful tools
○ Client onboarding link
○ Audit doc link
○ Asana
○ Harvest
○ Instagantt
Have a plan: Recap

27. Build: Don’t Get “Agency-Splained”

28. Build: Don’t Get “Agency-Splained”
● Don’t get overwhelmed by industry jargon
● Ask questions
● Understand what your partner is doing and why
● Empower yourself - learn about relevant strategies or
tools to create a more effective partnership
● Empower your team - help those not in the
day-to-day to understand the plan

29. Build: Trust & Communications
● If there’s no trust or honesty - you won’t be
successful, enough said
● Establish your communication style - skype, slack,
carrier pigeon, whatever works for both of you
● Respect each other’s time

30. Have a framework

31. Search
Social
Display
Bid Mgmt
CRO
Remarketing
Automation/CRM
Confidence Calculator
Website Funnel

32. Have a framework: Bimodal
Graph from One North Interactive

33. Have a framework: Bimodal Marketing
Bimodal is the practice of
managing two separate but
coherent styles of work - one
focused on predictability and the
other on exploration

34. Bimodal Marketing: How this might
look for Edina Realty
● Experimentation
○ Becomes a proven tactic, pivots
or gets killed
○ Typically runs 1 week - 1 month

36. Bimodal Marketing: Proven Tactics
You need to kill it

37. Bimodal Marketing: Experimentation
How do you determine what to test?
● Assumptions about users
● Segmenting your data
● Search query reports
● Restructures
● etc

38. Bimodal Marketing; Experimentation
Are you using Google Drafts and Experiments?
1. Drafts > Create New

39. Bimodal Marketing: Experimentation
2. Name your draft >
Create

40. Bimodal Marketing: Experimentation
3. Make yo changes > Apply
● Things you can’t test
○ Ad customizers that use "Target
campaign" or "Target ad group"
○ Some automated strategies:
■ Target search page location
■ Target outranking share
■ Target return on ad spend
(ROAS)
● Things you can test
○ Pretty much anything but >
○ Demographics
○ Device
○ Ads
○ Landing pages
○ Target CPA
○ Ad Extensions
○ Negative keywords

41. Bimodal Marketing: Experimentation
4. Analyze the results and apply or move on

42. Bimodal Marketing: Experimentation
Other thoughts
● Platforms like Unbounce are pretty nifty
● Google Optimize just released

43. ● Recap
○ Have a framework that
works for your client
○ Kill it with proven tactics
○ Experiment to win
● Useful tools/tips
○ Drafts and
Experiments
○ Segment during
download
○ Google Optimize
Have a framework: Recap

44. Grow: Bring Your Own Ideas
● Don’t wait for your agency to pitch you every idea
or tactic
● Discover what’s a fit for your company’s goals and
bring ideas for solutions; collaborate and
brainstorm as a team
● Challenge them with specific problems

45. Grow: Bring Your Own Ideas
● Dynamic Remarketing
○ Interested in launching this to test
results and show agents how we can
promote their listings
○ Worked with internal IT team to
create feed, created GTM variables
and tags from web code and worked
with Augurian’s Google rep to launch

46. Grow: Advocate from Within
● Treat your agency like a partner, not a vendor
● Understand projects can only be accomplished with
the position and skills of both parties
● Share what your company wants to achieve so
everyone is working toward the same goals

47. Grow: Advocate from Within
● Become pseudo-
coworkers: communicate
regularly, understand
priorities, work as a team
(and this could be you)
● Share agency success up
the chain

48. Grow: Advocate from Within
Case Study: Assigning goal values to move from CPA to ROAS
We don’t sell houses on the internet.
Therefore, in order to move to a ROAS
measurement model, we needed to assign values
to our conversion goals.

49. Grow: Advocate from Within
Case Study: Assigning goal values to move from CPA to ROAS
Situation:
● Micah recommends moving to ROAS model
● As is common for non e-commerce companies, we didn’t have
dollar values assigned to our goals
● Implementing goal values required input from various internal
ER departments
● Micah and I worked together ensure all stakeholders (VP of
Marketing, Client Services Manager) understood benefits

50. Grow: Advocate from Within
Case Study: Assigning goal values to move from CPA to ROAS
Solution:
● Working with finance & customer care
to calculate estimated conv values
○ Took amount of corporate revenue
generated (customer care team)
○ Multiplied by % of revenue that comes through web forms
○ Calculated % of each type of web form received
○ Divided each form type’s total value by # received
○ Equaled estimated goal value for each web form

51. Grow: Advocate from Within
Case Study: Assigning goal values to move from CPA to ROAS
Reporting on ROAS vs CPA began almost instantly

52. Amplify: Own What You Want To Own
● Find a system and balance of ownership that work
for both people
● Don’t be afraid to take on and own areas that you
excel at or are interested in
○ For example, with a background and interest in
paid social, I manage those efforts primarily

53. Amplify: Maximize Strengths
● Maintain a collaborative spirit
● ‘Prove’ your worth as team - working towards
achievements together
● Identify and maximize individuals’ strong suits
● Celebrate team members’ contributions to successes

54. Amplify: Maximize Strengths
Case Study: Using AdWords Experiments & CRO to Improve
SEM Campaign Results

55. Amplify: Maximize Strengths
Case Study: Using AdWords Experiments & CRO to Improve
SEM Campaign Results
Micah: Sets up AdWords experiments to run tests between website pages
and landing pages.

56. Amplify: Maximize Strengths
Case Study: Using AdWords Experiments & CRO to Improve
SEM Campaign Results
Hannah:
● Creates, manages & optimizes
campaign-specific Unbounce pages
● Utilize testing capabilities for
some non-home search related
conversion goals
● Maintains content and integrates
with internal systems

57. Amplify: Maximize Strengths
Case Study: Using AdWords Experiments & CRO to Improve
SEM Campaign Results
● Outcomes:
○ Optimize landing pages to continually improve
conversion rates
○ Apply winning variation to search campaign
○ Use learnings to inform future website updates
and enhancements

58. Amplify: Maximize Resources
● Pair internal skills & resources with agency tools
● Google Tag Manager - most likely managed in-house
(side note: learn it and use it - the possibilities are
virtually limitless!)
○ Mouseflow sessions, dynamic remarketing, custom advertising tags,
schema markup and more
● Mouseflow - bonus tool agency has license for, easily
managed through GTM

59. Have a beer
● Realign regularly
● Post mortem meetings
● Be consistent in reporting
○ Google Data Studio
○ Google Attribution
○ Supermetrics
● Celebrate the wins
● Drink said beer

60. Thank You!

61. Resources
● Unbounce: landing page builder
● Mouseflow: web session heatmaps, recordings and feedback
● Google Tag Manager
● AdWords Experiments
● Asana
● Instagantt
● Supermetrics
● Google Data Studio
● Google Attribution
● New Client onboarding questions