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When customers get what they need, our clients get what they want.
Digital Marketing Agency Bloopers
Lessons learned in building client relationships
Client relationships
“In 1984, the average client-agency
relationship tenure was 7.2 years...
“Let’s save our marriage Mr. Hotshot Account Dire...
“Where 88% of clients claim to speak
their mind freely, only 36% of agency
partners agree.
“Let’s save our marriage Mr. Ho...
What’s going on here?
Things you WON’T see
in this presentation:
Internet memes
T-shirt guns / giveaways
Get-up-and-stretch moments
Sight gags o...
Laugh at our mistakes
Learn from them, too
Mad props
United Rentals
Tip #1: Know your audience
Identify influencers on the client team and suss out hidden stakeholders
Sean Boyle, Account Di...
Rush job
Waste Management
Tip #2: Share your plans
Get input and tailor your process to each customer
Dustin Diehl, Senior Content Strategist
Checking
the box
Farmers Insurance
Tip #3: Go beyond the data
KPIs are great, but you can’t get the whole story unless you talk to real customers
Michael Wal...
The
customer is
always right
Conn’s HomePlus
Tip #4: Speak up!
Doing what the client asks for and delivering value are not always the same thing
Gavin Francis, Manager...
To err is human...
The road to wisdom
by Pat Hein
“The road to wisdom? Well it’s plain and
simple. Err and err and err again, but less
and le...
Customer-centric tactics
work with clients, too
Lorem ipsum
Dolor sit amet
consectetuer
adipiscing elit.
Experience mapping
Lorem ipsum
Dolor sit amet
consectetuer
adipis...
Customer interviews
Empathy maps
and personas
Pinpoint where you
need to improve
At Ethology, we’re
changing the way we
do business
We went from an NPS score of
+14 in 2013 to +43 in 2015
Net Promoter Score (NPS)
That’s an increase of 29 points
in just 2...
Client attrition rate:
2013 - 33%
2014 - 21%
2015 - only 12%!
How great can a new product be...
If nobody knows about it?
526% 253%increase in revenue from
paid media (also 2 months)
i...
Don’t let client relationships
be a blind spot
Watch out for
bloopers Know your audience
Share plans with clients
Go beyond the data
Speak up!
Fail fast. Fail less.
Tony Quiroz, UX Design Strategist | @TQ_AZ #Ethology
Thanks!
Digital Summit Phoenix 2016 - Digital Agency Bloopers
Digital Summit Phoenix 2016 - Digital Agency Bloopers
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Digital Summit Phoenix 2016 - Digital Agency Bloopers

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Presentation deck from Digital Summit 2016 on "Digital Marketing Agency Bloopers".

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Digital Summit Phoenix 2016 - Digital Agency Bloopers

  1. 1. When customers get what they need, our clients get what they want.
  2. 2. Digital Marketing Agency Bloopers Lessons learned in building client relationships
  3. 3. Client relationships
  4. 4. “In 1984, the average client-agency relationship tenure was 7.2 years... “Let’s save our marriage Mr. Hotshot Account Director”, by Purnima Menon, Executive VP & CMO, CSS Corp “Today it is thought to be less than three years.” (The Bedford Group)
  5. 5. “Where 88% of clients claim to speak their mind freely, only 36% of agency partners agree. “Let’s save our marriage Mr. Hotshot Account Director”, by Purnima Menon, Executive VP & CMO, CSS Corp “Where 90% of agencies say they truly understand their client’s business, only 65% of their other-halves agree.”
  6. 6. What’s going on here?
  7. 7. Things you WON’T see in this presentation: Internet memes T-shirt guns / giveaways Get-up-and-stretch moments Sight gags or props that are outdated, cliché, and/or potentially offensive (open Kimono?)
  8. 8. Laugh at our mistakes
  9. 9. Learn from them, too
  10. 10. Mad props United Rentals
  11. 11. Tip #1: Know your audience Identify influencers on the client team and suss out hidden stakeholders Sean Boyle, Account Director
  12. 12. Rush job Waste Management
  13. 13. Tip #2: Share your plans Get input and tailor your process to each customer Dustin Diehl, Senior Content Strategist
  14. 14. Checking the box Farmers Insurance
  15. 15. Tip #3: Go beyond the data KPIs are great, but you can’t get the whole story unless you talk to real customers Michael Wallace, Local Search Senior Specialist
  16. 16. The customer is always right Conn’s HomePlus
  17. 17. Tip #4: Speak up! Doing what the client asks for and delivering value are not always the same thing Gavin Francis, Manager of Analytics
  18. 18. To err is human...
  19. 19. The road to wisdom by Pat Hein “The road to wisdom? Well it’s plain and simple. Err and err and err again, but less and less and less.”
  20. 20. Customer-centric tactics work with clients, too
  21. 21. Lorem ipsum Dolor sit amet consectetuer adipiscing elit. Experience mapping Lorem ipsum Dolor sit amet consectetuer adipiscing elit. Lorem ipsum Dolor sit amet consectetuer adipiscing elit. Lorem ipsum Dolor sit amet consectetuer adipiscing elit. Lorem ipsum Dolor sit amet consectetuer adipiscing elit. Lorem ipsum Dolor sit amet consectetuer adipiscing elit. Lorem ipsum Dolor sit amet consectetuer adipiscing elit. Lorem ipsum Dolor sit amet consectetuer adipiscing elit. Lorem ipsum Dolor sit amet consectetuer adipiscing elit. Awareness Search / Educate Online Reviews Do the Math Make the Call Compare Options Purchase Loyalty Referral
  22. 22. Customer interviews
  23. 23. Empathy maps and personas
  24. 24. Pinpoint where you need to improve
  25. 25. At Ethology, we’re changing the way we do business
  26. 26. We went from an NPS score of +14 in 2013 to +43 in 2015 Net Promoter Score (NPS) That’s an increase of 29 points in just 2 years
  27. 27. Client attrition rate: 2013 - 33% 2014 - 21% 2015 - only 12%!
  28. 28. How great can a new product be... If nobody knows about it? 526% 253%increase in revenue from paid media (also 2 months) increase in conversion within two months Local Search, Web Development, Mobile, Conversion Optimization
  29. 29. Don’t let client relationships be a blind spot
  30. 30. Watch out for bloopers Know your audience Share plans with clients Go beyond the data Speak up!
  31. 31. Fail fast. Fail less.
  32. 32. Tony Quiroz, UX Design Strategist | @TQ_AZ #Ethology Thanks!

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