How Clients Find Marketing Agencies

Besides a simple Google search, or leaning on a past/familiar relationship with an agency, what are the other methods Brands use to find the perfect Marketing Agency partner? In our 2022 Marketing Relationship survey, we uncovered that referrals from trusted colleagues and friends were the most popular way Client-Side Brand Marketers found their next Agency partner. 

We all know the power of an informed recommendation that comes from someone you trust - that’s one of the reasons that Influencers on social media are so effective for brands in reaching consumers. Marketers are no different behind the scenes, looking for trusted referrals from colleagues whose work they admire or friends with similar marketing challenges to their own to influence their business decisions. Word of mouth is powerful, and that is why relationship building is so important.  

Why is this information important for Marketing Agencies?

Reflect on your past relationships. Do you nurture them or burn bridges? You never know who someone knows, so it’s just a generally good business practice (and human one) to be nice, to do your best work, and act professionally no matter the length of the partnership.

Why is this information important for Client-side Marketers?

Well, are you asking your peers for recommendations? They have first-hand experience with how a Marketing Agency will prioritize you in the partnership and can list the strengths and weaknesses of the Agency. That kind of insight is helpful when making a commitment. That’s also where Setup can come in. We make sure to carefully vet the Marketing Agencies we send to Brands to ensure the Agency is the right fit for the Client’s needs. In other words, Setup can act as that trusted referral source when it’s time to consider new agencies. 

Client-side Marketers use the following methods to find Marketing Agencies (listed from most popular to least popular):

1. Referral from someone outside my organization

2. Referral from someone in my organization

3. Word-of-mouth

4. Search Consultant

5. Professional organization (AMA, 4A’s, ANA, etc.)

6. Events (trade shows, networking, conferences)

7. Internet Search

8. Procurement

9. Inbound contact from an agency

What can Marketers learn from the list above? 

Marketing Agencies need to do a better job at reaching out to brands, and Procurement needs to do a better job of finding Marketing Agencies. Or, Brands and Agencies can alleviate the pressure and financial burden that both of these roles face and hire Setup.

Setup works with Marketing Agencies to help connect them with the right opportunities with Brands, in addition to operating as both an external referral source and a search consultant for various Brands in different ways and at different times. If you are a Client looking for a new Agency Partner or an Agency looking to be a part of our Sustainable Pipeline process, please reach out!