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

1. When customers get what they need, our clients get what they want.

2. Digital Marketing Agency Bloopers
Lessons learned in building client relationships

3. Client relationships

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. “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. What’s going on here?

8. 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Sight gags or props that are outdated,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?)

9. Laugh at our mistakes

10. Learn from them, too

11. Mad props
United Rentals

12. Tip #1: Know your audience
Identify influencers on the client team and suss out hidden stakeholders
Sean Boyle, Account Director

13. Rush job
Waste Management

14. Tip #2: Share your plans
Get input and tailor your process to each customer
Dustin Diehl, Senior Content Strategist

15. Checking
the box
Farmers Insurance

16. 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

17. The
customer is
always right
Conn’s HomePlus

18. Tip #4: Speak up!
Doing what the client asks for and delivering value are not always the same thing
Gavin Francis, Manager of Analytics

19. To err is human...

20. 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.”

21. Customer-centric tactics
work with clients, too

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Experience mapping
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Awareness
Search /
Educate
Online
Reviews
Do the
Math
Make the
Call
Compare
Options
Purchase Loyalty Referral

23. Customer interviews

24. Empathy maps
and personas

25. Pinpoint where you
need to improve

26. At Ethology, we’re
changing the way we
do business

27. 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

28. Client attrition rate:
2013 - 33%
2014 - 21%
2015 - only 12%!

29. 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

30. Don’t let client relationships
be a blind spot

31. Watch out for
bloopers Know your audience
Share plans with clients
Go beyond the data
Speak up!

32. Fail fast. Fail less.

34. Tony Quiroz, UX Design Strategist | @TQ_AZ #Ethology
Thanks!