Utah DMC Presents: All About Agencies - January 2020 - Featuring Jeff Allen and Jesse Semchuck

1. #UTAHDMC
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JANUARY 15, 2020

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3. DARIN BERNTSONAKA “DOC”
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5. TONIGHTS AGENDA
▸ Announcements
▸ Jesse Semchuck
▸ Jeff Allen
▸ Q&A w/ Both Presenters
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19. UTAH DMC JOB BOARD
WELCOME AJ WILCOX
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20. INSIDEOUT DEVELOPMENT, SJ
Marketing Automation Manager
‣ Manage technical aspects of key marketing systems
(Hubspot, Engagio, Salesforce, Uberflip, etc.) used to
generate, distribute, and report on leads.
‣ Create, schedule, and send emails through Hubspot
(newsletter, webinar invites, etc.)
‣ 1-2 years experience working with marketing
automation.
‣ BA/BS Degree or equivalent working experience
‣ https://www.insideoutdev.com/careers/marketing-
automation-manager/
#UTAHDMC

21. UTAHDMC.ORG/JOB-BOARD
PUT YOUR JOB IN FRONT OF OUR AUDIENCE!
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QUESTIONS? EMAIL AJ@UTAHDMC.ORG
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22. LET’S GET STARTED!#UTAHDMC

23. JESSE SEMCHUCK
HOW TO FIND THE RIGHT (AND
WRONG) MARKETING AGENCY FOR
YOUR BRAND
DIRECTOR OF ACQUISITION
TRAEGER PELLET GRILLS
SALT LAKE CITY, UTAH
TONIGHTS 1ST PRESENTER:
#UTAHDMC

24. HOW TO FIND THE RIGHT (AND WRONG)
MARKETING AGENCY FOR YOUR BRAND

25. TRIGGER WARNING

26. I RUN THE PAID, SEO, AFFILIATE, AND 3P
ECOMM MARKETING TEAMS AT
TRAEGER GRILLS AND I’VE NEVER
WORKED AT AN AGENCY.
TWITTER @JESSESEM
JESSE
SEMCHUCK

27. )

28. IN THE LAST 5 YEARS
• PAID - FACEBOOK, INSTAGRAM, SNAPCHAT,
PINTEREST, GOOGLE / PPC
• SHOPPING ADS
• AFFILIATE
• TECNICAL SEO
• LINK BUILDING MERCENARIES
• CONTENT - CREATION, EDITING, STRATEGY
• AMAZON
• CREATIVE - PHOTOGRAPHY, AD, VIDEO
• STRATEGIC AUDITS
• BRANDING / POSITIONING
AGENCY TYPES I’VE WORKED WITH
WHAT HAS THIS TAUGHT ME?
• ALL THE GOOD AND BAD THAT CAN COME FROM
WORKING WITH AGENCIES (MOSTLY GOOD)

29. WHY HIRE AN AGENCY?
LACK OF INTERNAL RESOURCES
INTERNAL RESOURCES AREN’T GOOD ENOUGH
ACCESS TO CHANNEL REPS WHICH CAN GET YOU INTO ALPHAS AND BETAS
SECOND SET OF EYES, VALIDATION, OR AUDITING
YOUR TEAM IS OVERWORKED?

30. “NEEDING HELP” ISN’T A REASON TO
HIRE AN AGENCY

31. GOALS NOT TASKS
IF YOU AREN'T LOOKING FOR AN AGENCY TO HELP WITH
A LONG TERM BUSINESS GOAL, DON’T HIRE THEM.

32. QUESTIONS YOU NEED TO ANSWER INTERNALLY
BEFORE REACHING OUT TO AN AGENCY
• WHAT IS YOUR GOAL FOR THE NEXT 1-2 YEARS (OR LONGER), AND HOW IS
THIS AGENCY GOING TO HELP YOU BACK INTO IT?
• Even if you sign a short term SOW, you should be thinking about how this partnership could help your brand long term.
• WHAT MATTERS TO YOUR BRAND AND LEADERSHIP?
• Do your leaders care more about the next week than the next quarter or year? If so, an agency is going to have a bad
time.
• What are the metrics they are going to care about?
• ARE YOU LOOKING FOR A DEAL?
• If you're looking to cheap out (under $2,000 / mo) don't hire an agency. Hire someone internally or get a consultant.
• If you somehow manage to get a deal, chances are the quality of work will suffer.

33. HYBRID TEAMS ARE BETTER
HAVE AT LEAST 1 PERSON IN-HOUSE WHO
KNOWS WHAT THEY'RE DOING

34. WHAT YOU HAVE TO KNOW FROM POTENTIAL AGENCY PARTNERS
• WHERE DOES A BRAND OF YOUR SIZE FIT WITHIN THEIR ROSTER OF
CLIENTS?
• If you’re too small, you’ll get put on the back burner.
• WHAT WILL THEY DELIVER EACH WEEK BUT ALSO FOR THE ENTIRE TERM OF
THE CONTRACT?
• Get it on the statement of work (SOW).
• HOW MANY CLIENTS IS YOUR AGENCY REP MANAGING?
• Who are they or what categories are they in?
• IS YOUR AGENCY REP GOING TO BE DOING ANY ACTUAL WORK, OR ARE THEY
A PROJECT MANAGER?
• Brands want experience and answers that are one email away.
• ARE THEY “YES MEN”?
• I've stopped working with agencies not because they were bad, but because they weren't helping our business grow.
• WHAT DO THEY THINK OF YOUR GOALS?
• Do they think they can hit them? What are the tactics they’ll use? The goals might change, but you need to open
conversations with them about your business.

35. • RESIDUAL REVENUES FOR CREATIVE WORK (THERE ARE EXCEPTIONS)
• MULTI-YEAR AGREEMENTS
• NO SPECIFIC TASKS ALIGNED TO GOALS IN THEIR SOW. DON’T SIGN AN SOW THAT SAYS "SEO
SERVICES”.
• ANY TACTICS THAT DON’T ALIGN TO YOUR LONG TERMS GOALS AND LEADERSHIP
• REACH OUT TO OTHER MARKETERS BEFORE SIGNING IF THERE THINGS THAT SEEM SUSS
DON’T AGREE TO…

36. AGENCY PARTNERSHIPS CAN* GET BETTER OVER TIME
*BUT THAT’S ON YOU

37. HOW DO YOU MANAGE AGENCIES?
• MEETINGS
• Bi-weekly, then monthly, then maybe just QBRs. Dependent on the type of work they’re doing.
• Don’t have them if you don’t need them.
• ITINERARIES FOR EACH MEETING
• Created by the agency.
• Goals are linked at the top.
• Helps prevent feeling like you’re talking about the same thing WoW.
• QBRS WITH DIRECT CONVERSATIONS MEAN NO SURPRISES
• Things can change quickly, but if they’re under or over-performing it shouldn’t be a surprise to them at the QBR.

38. COMPANIES ARE OFTEN WRONG

39. WHERE DO COMPANIES FAIL?
• THEY HIRE TO TASK, NOT TO GOAL
• THEY DON’T TREAT AGENCIES LIKE PARTNERS
• THE COMPANY DOESN'T HAVE ANY EXPERIENCE IN HOUSE
• You need someone internally that has done what you're hiring an agency for.
• THEY HIDE THEIR CHANNEL REPS FROM THEIR AGENCY PARTNERS
• You own the relationship with the channels but don't be afraid to have your agency weigh-in when you aren't sure.
• THEY DON'T HOLD THEIR AGENCY PARTNERS ACCOUNTABLE
• THEY DON’T CUT THEIR AGENCIES SOME SLACK

40. PAID
• INCORRECT GEO TARGETING
• INCORRECT AUDIENCE TARGETING
• INCORRECT AGES BEING INCLUDED
• BAD ATTRIBUTION WINDOWS - 30 DAY
CLICK, 1 DAY VIEW IS STANDARD
• MOBILE VS DESKTOP MIX
• PROSPECTING VS REMARKETING SPEND
MIX
• VIEWABILITY BASED ON IAB STANDARDS -
1+ SECOND ON SCREEN FOR DISPLAY ADS
• VIDEO REPORTING
ACCOUNTABILITY
SEO / CONTENT
• IS IT UNIQUE CONTENT?
• DOES IT PASS THROUGH AN EDITOR BEFORE
GETTING DELIVERED?
• DOES THE CONTENT HAVE A GOAL?
• ARE THEY INCLUDING EVERYTHING YOU NEED TO
GET A POST UP? META TITLES, DESC, POST
IMAGES, SOCIAL SHARING IMAGES?
• WHAT TOOLS ARE THEY USING TO ANALYZE THE
CONTENT? ARE THEY OLD?
• ARE THE LINKS FOLLOW? HOW LONG DO THEY
STAY UP FOR? WHAT’S THE DA OF THE RD?
AFFILIATE
• HOW MUCH TRAFFIC/ REVENUE ARE
PARTNERS DELIVERING THAT’S TOP
OF FUNNEL VS BOTTOM?
• WHAT’S THE GROWTH PLAN?
• ARE THEY THINKING OF THE
CHANNEL LIKE IT’S BUS DEV?
• ARE THEY REMOVING BAD
PUBLISHERS FROM THE PROGRAM?
• ARE YOU RECONCILING RETURNS
AND ORDER WITH A CHANGE
STATUS?

41. AGENCY RED FLAGS

42. • THEY DROP OFF THE FACE OF THE EARTH
• FREQUENT ACCOUNT MANAGER SWITCH UPS
• LACK OF TRANSPARENCY
• NO REPORTING (OR) AUTOMATED REPORTING WITH NO CONTEXT ON THE DATA
• NOT ASKING ENOUGH QUESTIONS
• NOT BRINGING NEW STRATEGIES OR ADS TO TRY
• THEY AREN'T REALISTIC ABOUT WHAT THEY CAN DO
• THEIR RESULTS LOOK GOOD BUT OVERALL REVENUE IS FLAT
• THEY DON'T HAVE A SPECIALTY (THERE ARE EXCEPTIONS)
AGENCY RED FLAGS

43. HOW DO YOU KNOW IF YOU HAVE A GOOD PARTNER?
• THEY TELL YOU WHEN YOU’RE WRONG
• THEY MAKE YOU LOOK GOOD
• THEY’RE CURIOUS AND ASK QUESTIONS
• THEY’RE RESPONSIVE (WITHIN REASON)
• THEY TELL YOU WHEN SOMETHING STINKS (DATA)
• THEY HAVE A TEST PLAN AND BRING YOU NEW TACTICS
• THEY UNDERSTAND WHAT’S WORKING IN THE WILD
• THEY WANT YOUR PRODUCT TO GET BETTER, MAKE SUGGESTIONS WAY
OUTSIDE OF THEIR WHEELHOUSE
• THEY EXCEED THEIR GOALS AND REVENUE TARGETS

44. WHERE CAN YOU FIND THESE UNICORNS?
•THEY DO EXIST!
•THEY CAN’T BE FOUND BY JUST GOOGLING (USUALLY)
•MARKETERS IN THIS ROOM WILL HELP (MYSELF INCLUDED)
•UTAH DMC BOARD MEMBERS - UtahDMC.org
•TWITTER, PODCASTS
•SLACK GROUPS - UTAH DMC, TRAFFIC THINK TANK

45. QUESTIONS?
https://www.linkedin.com/in/jessesem/
https://www.jessesemchuck.com
Email: jsemchuck@gmail.com
Twitter: @jessesem

46. JESSE SEMCHUCK
HOW TO FIND THE RIGHT (AND
WRONG) MARKETING AGENCY FOR
YOUR BRAND
DIRECTOR OF ACQUISITION
TRAEGER PELLET GRILLS
SALT LAKE CITY, UTAH
THANK YOU
#UTAHDMC

47. READY FOR OUR
SECOND PRESENTER? #UTAHDMC

48. JEFF ALLEN
ONE THING ANY COMPANY CAN DO
TO RETAIN 95% OF THEIR
EMPLOYEES
PRESIDENT
HANAPIN MARKETING
BLOOMINGTON, INDIANA
TONIGHTS 2ND PRESENTER:
#UTAHDMC

49. One thing ANY company can do
to retain 95% of their employees.
@JeffAllenUT

50. 50% 33% 13%
are thinking about
leaving
will leave
this year
are engaged
at work
First two points are from 2018 Indeed Employer Outlook survey, last point is from the 2013
State of American Workplace report by Gallup.
People aren’t finding meaning in work

51. What keeps people?
Treat them with decency, respect, and trust.

52. We do not get dignity from power
or money or culture.
We get dignity from work.

53. people leaving = clients leaving

54. SCARF Model

55. Common
Questions
Managers Ask
How do you get people to
do great work?
How do you get people to
care?
How do you get your
people to stay on top of
industry trends and
changes?

56. With the next breath….
Wait, but if I tell my people how much our clients pay us
they will take advantage of me!

57. 33% turnover
left me looking
for answers.

58. This page intentionally left blank

59. Applying pressure led to worse results
KPI’s
Decline
Apply
Pressure
Mistakes
Made
Vicious
Cycle

60. Structure
dictates
behavior.

61. Key Shifts
Ad-Hoc Coaching ->
L.M.C.
Exit Interviews ->
Stay Interviews
One-Track-Path ->
SWOT Goal Pathing
to move from mundane to meaningful

62. The Harvard way
Capability License
Motivation
Victorious
Cycle

63. License
Permission to act:
Granted?
Accepted?
Tools:
Decision Tree
Culture
Job Design
Motivation
What’s the purpose?
Intrinsic
Extrinsic
Tools:
Management
Culture
Job Design
Capability
Knowledge
Skills & Ability
Processes
Tools:
Hiring
Training
Job Design

64. Tips for Good
LMC Questions
Don’t say, “you aren’t motivated.”
Do say, “do you have context for why
it’s important to get this right?”
Don’t say, “you don’t have the
capability to do this.”
Do say, “do you feel like you’ve been
trained enough to take this on?”
Don’t say, “you had the license to do
this.”
Do say, “do you feel you have the
authority and autonomy to do this?”

66. If you want to keep folks,
Stay Interviews
help identify the specific
ways a person is not feeling
like they can show up and
do their best work
everyday.
Most companies seek
feedback through
Exit Interviews
Which they then dismiss
because the person is a
quitter, anyway.

67. Q3
Performance Review
Value Alignment &
Start, Stop, Continue
Q4
Stay Interview
What’s stopping you from
doing your best work &
what’s making you roll your
eyes?
Q1
Performance Review
Value Alignment &
Start, Stop, Continue
Q2
Goal Pathing
Strengths, Weakness,
Opportunities, Threats &
what’s next for you?

68. People will not feel safe
providing feedback to
the person controlling
their income.
Given that truth, ask
very specific questions.

69. When was the last time you were excited to get out of bed
and get to work?
Why, what was going on that day?

70. When was the last time you left work feeling really great,
totally empowered, like you really accomplished
something?
What happened on that day?

71. I know I’m perfect. Everything I do works great. Everyone
agrees. But help me out for a second, if there was one thing
about xyz plan that could go wrong, what would it be?

72. When’s the last time you felt totally demotivated after a
conversation?
What about that conversation was demotivating?

75. Then take action, especially on easy wins.

76. Listening Questions
to Ask Yourself
What am I not saying?
What am I saying that’s not
being heard?
What’s being said that I’m
not hearing?

77. SWOT Goal Path

78. First question after someone gets a promotion is often,
“what’s my next promotion going to be?”

79. Employees fill out their own doc

80. Career Path
Questions for
Experienced Leaders
Am I learning and growing?
Am I having the impact I
want on the world?
Is my work financially
rewarding?
Am I having fun?

81. General slide for a general presentation
High Output Management
Why We Work
Path of Least Resistance
Crucial Conversations

82. Hero Conf Austin 2020
www.ppchero.com/hero-conf
Save 20% on conference + agency workshop
AgencyHeroDMC

83. JEFF ALLEN
ONE THING ANY COMPANY CAN DO
TO RETAIN 95% OF THEIR
EMPLOYEES
PRESIDENT
HANAPIN MARKETING
BLOOMINGTON, INDIANA
THANK YOU
#UTAHDMC

84. Q&A #UTAHDMC

85. #UTAHDMCREGISTRATION IS LIVE. CHECK SITE + EMAILS

86. SEE YOU NEXT MONTH!