Dipesh Pattni and Jamie Peach teamed up to provide a dual perspective talk at BrightonSEO 2016 on hoe Client/Agency relationships could be improved using a 4C's model they created.

1. @pdipsy @jamiepeach
Under the Hood of
Client/Agency Partnerships

2. Opener

3. The In-House Guy
Head of SEO at House of Fraser
• 8+ years SEO experience
• Half of that agency-side
• Manages a team of 8
• Plus 3 agency partners
Head of SEO & Content at PHD
• 8+ years SEO experience
• All of that agency-side
• Manages a team of 10
• 10+ clients on the roster
The Agency Guy

4. Barriers for SEO
Source: UK Search Engine Marketing Benchmark Report 2014

5. Jamie’s Challenges
Partner
Status
Discovery
Alignment Delivery
Quality

6. Dipesh’s Challenges
Partner
Status
Trust
Advise Deliver
Relate

7. 4Cs of Successful
Client/Agency Partnerships
3
Creativity
2
Communication
4
Celebrate
1
Commercial
4Cs

8. 4Cs of Successful
Client/Agency Partnerships
3
Creativity
2
Communication
4
Celebrate
1
Commercial
4Cs

9. Map Your Negotiation Variables
Exclusivity
Contract
Length
Bonuses /
Penalties
Consultancy
Time
Deliverables
Price PR
Value-Adds
Physical
Presence

10. 13%
25%
36%
26%
26%
23%
14%
27%
46%
38% 33% 34%
5% 3% 5% 3%
9% 11% 11% 10%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
SEO Paid search Display advertising Social media
marketing
3 months or less 4-6 months 12 months 24 months Other
Source: UK Search Engine Marketing Benchmark Report 2014
Length of Agency Contracts

11. The Project vs. Retainer Model
Project Basis
•Less commitment
and risk for client
•Test agencies
•More focussed
•Budget uncertainty
Retainer Basis
•Less admin
•Guaranteed budget
•Strategic partner
development
•Economies of scale

12. Collaborative KPI Setting
What Success Looks Like
Are the KPIs achievable through the SOW?
Can the KPIs be effectively measured?
Has this been tested?
Are the KPIs aligned to business goals?
Are the right tools in place to provide
transparency of KPI reporting?

13. Making the Scope of Work, Work
KPIs
Deliverables
ResourceTime

14. 4Cs of Successful
Client/Agency Partnerships
3
Creativity
2
Communication
4
Celebrate
1
Commercial
4Cs

17. “Stop hiding behind
technology, and start
spending time with your
client or agency again…”
- Marketing Magazine

19. IMAGE 1

20. IMAGE 2

21. IMAGE 1 IMAGE 2
1. What does the word or/and picture mean to you?
2. What significance does of the word or picture in your life right
now
3. What thoughts and emotions arise when you look at the
picture/word?
4. What is the message it contains for you?
5. What actions does it make you want to take?

22. Being on the same page
is not easily done…

23. RACI Model: A process to stay clear
R
A
C
I
RESPONSIBLE
The person assigned to do the work
ACCOUNTABLE
The person who makes the final decision and has the
ultimate ownership
CONSULTED
The person who must be contacted before a decision or
action is taken
INFORMED
The person who must be informed that a decision or
action has been taken

24. How does it work…
Head of
Marketing
SEO
Manager
Head of
SEO
(Client)
Content
Manager
(Both)
Head of
SEO
(Agency)
SEO
Strategist
Keyword
Research
Technical
Site Audit
Meta Data
Client Agency
A C
I
C AI
I
R
R
R
A
A
A
C

25. 4Cs of Successful
Client/Agency Partnerships
3
Creativity
2
Communication
4
Celebrate
1
Commercial
4Cs

26. Ideating Together
Fail to prepare, prepare to fail
Creativity has a process
Make it interdisciplinary
Not everyone is Don Draper

27. STEPPS Principles

28. Validating Together
Brand Values Alignment
Customer Segment Mapping
STEPPS Radar
Demand Validation
Competitor Analysis
Outreach Targets & Tactics
Is the idea on brand?
Who are we trying to reach?
Does the idea have virality?
Is there sufficient interest in the theme?
Has the idea been done before?
How will we promote the idea and to who?

29. STEPPS Radar
0
1
2
3
4
5
Social Currency
Triggers
Emotion
Practical Value
Public
Stories

30. Creativity Comes In
All Shapes & Sizes
It can’t be scoped
Creativity
beyond
content Be
Challeng
-ing
Steal with
pride!

31. “All ideas are second-
hand, consciously and
unconsciously drawn from
a million outside sources”
- Mark Twain

32. 4Cs of Successful
Client/Agency Partnerships
3
Creativity
2
Communication
4
Celebrate
1
Commercial
4Cs

33. Celebrate the small wins

34. Case studies are not just for
agencies to show off!

35. Keep It Simple!
Determine
your
audience
How much do
they know
about SEO?
What would
they want to
see?
What will
stand out for
them?
Create more
than one
version

36. Sell the whole story!
Problem Solution Result Learnings
What
challenge
are we
trying to
solve?
What did we
do to to
solve the
problem?
What was
the
outcome or
result?
What have
we learnt &
how can we
improve
further?

37. Challenge eachother to be better, with mutual understanding
Take time regularly to review how the relationship is going
Great client-agency partnerships extend beyond the office!
Key Takeaways

39. @pdipsy @jamiepeach
Thanks for listening!