Top 5 Growth Strategies for Agencies in 2025

The path to growth for marketing Agencies in 2025 is no longer about simply acquiring new Clients; it’s about scaling effectively. With evolving Client demands, technological advancements, and increasing competition, Agencies must focus on strategies that enable sustainable and efficient expansion. 

For the last decade, Setup has worked with and surveyed a number of Agencies to advise them on how to stay competitive and achieve sustainable growth.

Based on insights from Setup’s research, expert advice, and industry trends, here are five key strategies to help Agencies scale effectively in 2025.

#1 Agency Growth Tactic: Strengthen Agency Positioning + Differentiation

In an increasingly crowded marketplace, a clear and distinct value proposition is critical. Agencies that have defined their positioning within a niche or specialization are better equipped to attract and retain clients. In 2024, the Setup Marketing Relationship Survey revealed that 55% of Clients prefer specialist Agencies over generalists, emphasizing expertise over breadth. Agencies with a focused value proposition are more likely to scale efficiently because they can refine processes and build expertise in their niche.

Actionable Steps:

• Identify the high-growth sectors or services your Agency excels in. If you have a hard time defining these, Setup offers Ideal Client Profile (ICP) services to help you have stronger and more effective targeting. 

• Build a library of niche-specific case studies and resources to establish authority. Case studies are necessary to showcase your strengths and advocate for your services.

• Avoid the temptation to be a generalist; focus on scaling a service area with proven demand. The 2024 Setup Marketing Relationship Survey also revealed what kinds of disciplines Clients were hiring. If you are not a specialized Agency, understanding what disciplines are important in your industry could help determine where you invest energy and resources. 

#2 Agency Growth Tactic: Build a Robust Inbound Marketing Machine

Scaling an Agency requires a steady flow of quality leads, and inbound marketing is one of the most efficient ways to achieve this. Sometimes opportunities are out of your control, but what you can control is how you position and promote your philosophies and thought leadership to the public. Investing in inbound marketing for Agencies like creating educational content and value-driven resources attracts potential Clients without the high costs of traditional lead generation.

Actionable Steps:

• Develop content like blogs, webinars, and whitepapers that address Client pain points and position you as a thought leader in a discipline or industry.

• Use SEO to optimize content for discoverability and long-term lead generation. Developing reliable, evergreen content will lead to growing audiences. 

• Create lead magnets (e.g., downloadable guides and templates) to offer value and grow your prospect database.

• Invest in a Marketing Diagnostic with Setup where we analyze your external-facing marketing communications and case studies to ensure your branding is consistent and effective. After observing numerous Client-Agency selection processes firsthand, we know what it takes to make your Agency stand out. 

#3 Agency Growth Tactic: Diversify Revenue Streams with B2B Offerings

Agencies often focus on B2C work, but expanding into B2B can provide a more stable and lucrative revenue stream. B2B Clients often require long-term strategies and specialized campaigns, creating opportunities for recurring revenue.

Actionable Steps:

• Target industries with consistent marketing needs, like healthcare, technology, or financial services.

• Train your team in account-based marketing (ABM) to cater to B2B clients.

• Tailor proposals and pitches to demonstrate your understanding of B2B-specific challenges.

• Showcase an array of case studies on your website that detail services that can benefit a range of industries.

#4 Agency Growth Tactic: Invest in Business Development Infrastructure

Scaling requires more than just a great pitch—it demands a structured and repeatable process for winning clients. Agencies with dedicated business development teams can scale faster by consistently nurturing new opportunities. By investing in and refining a business development team, you are investing in the Agency’s growth and will be prepared for larger, higher-value Clients. 

Actionable Steps:

• Establish a business development team with clearly defined roles and KPIs.

• Use a CRM to track leads, automate follow-ups, and measure conversion rates.

• Build strategic partnerships with referral networks to expand your reach.

• Create specific roles for your pitch process to make sure it is both streamlined for the staff and customized for the Client. 

• Sign up for Business Development training with Setup where our leaders with over 20 years of Business Development experience walk you through a customized presentation on how you can best position your business, utilize your tools and people, and close the deal. 

#5 Agency Growth Tactic: Strengthen Client Retention Strategies

Retaining Clients is critical for scaling effectively. The Setup Marketing Relationship Survey reveals that 40% of Clients consider switching Agencies within six months, often due to dissatisfaction with delivery or a lack of understanding of their business. Understanding what Clients need is imperative to retaining a relationship. As the matchmaker between Agencies and Brands, we regularly write about the Agency-Client relationship. You can subscribe to our content here, or download the latest Marketing Relationship Survey results to hear what over 400 marketers on both the Brand and Agency side are thinking. 

Actionable Steps:

• Create structured onboarding processes to ensure a strong start with every Client.

• Set expectations around feedback and communication. Maintain regular communication through collaboration tools like Slack or Zoom.

• Proactively deliver insights and recommendations to demonstrate value and commitment.

• Want to work on your Client relationships in a creative, low-pressure manner? Setup offers team building for Clients and their Agency partners, as well as internal teams, to break down barriers in communication and amplify collaboration across teams.

Bonus Growth Tip: Prioritize Insights from Your Team

In order to be ready for the next big Client, your team has to be in tip top shape. Just like inbound marketing should be a focus, so should internal operations. If there is tension in leadership, misalignment in communication or values, or issues with cross-team collaboration, it's important to take steps to align with your team. Setup performs an Agency Assessment service where we interview your staff as well as your Clients to get a full picture of the consistencies and inconsistencies of what your Agency is about, and what steps need to be taken to reach your full potential. By improving the internal aspects, you’ll find a lot of Client relationships will also improve. Getting in touch with your team by surveying them is a great way to gain new insights and perspectives.

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Scaling isn’t just about adding Clients—it’s about growing smarter. Agencies that focus on specialization, invest in scalable systems, prioritize Client satisfaction, and pay attention to their teams are more likely to thrive in an ever-changing landscape. By adopting these strategies, Agencies can build a sustainable foundation for long-term growth.

If your Agency is ready to scale effectively and align with industry best practices, Setup can help. From refining your positioning to optimizing your business development process, we connect Agencies with the best tools and resources they need to succeed.