What Clients Want From Their Agencies | Marketing Relationship Survey Data

For those familiar with the dating process, oftentimes single people looking for love have a checklist of attributes their ideal partner possesses. A typical list for any relationship might include someone motivated who communicates well and prioritizes alignment and understanding - all of the qualities that make up a successful Agency-Client relationship as well. 

In the 2022 Setup Marketing Relationship Survey where we surveyed over 300 Marketing respondents, we discovered that the top 5 things Clients look for in their marketing agency partner are:

1. Professionalism

2. Collaboration

3. Receptiveness to feedback

4. Timeliness

5. Communication

The top 5 things Clients wanted more from their partners included:

1. Innovativeness

2. Creativity

3. Data-Driven Results/Strategy

4. Value

5. Understanding of my business

Clients want to feel understood. They don’t want to be just another partner on an agency’s roster. A partnership is a two-way street where, if both parties are invested, both reap the reward. But, in order for that to happen, communication, transparency, and collaboration are vital. 

If you’re a Client-side marketer and your agency is lacking in any of the traits above, consider having a conversation or reevaluating the partnership. Just because you’re in a relationship right now does not mean you’re stuck in it. At any time, you should be able to reflect on and communicate your needs to see if they are being met. A good way to do this is to use the Agency Evaluation Scorecard. 

This specific Scorecard prompts you to evaluate your current marketing agencies in the following categories:

• Creative

• Innovativeness

• Return on Investment (ROI)

• Collaboration

• Strategy

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Finding a new partner may seem stressful and time consuming, but it is less energy compared to working with a partner who does not meet your expectations. You need to do what’s best for you and your team. If finding and hiring a new agency seems too daunting, download this Agency selection guide that breaks down the process, and know that if it feels at all daunting, Setup can help. We conduct In-network and Custom Agency Search offerings for Client-side marketers. Check out those offerings here. 

If you’re an Agency and your team may be lacking in the following arenas above, consider evaluating your processes. Setup works with Agencies to uncover gaps in their current offerings and provide action items by surveying the internal Staff and Current and Past Clients. Learn more about the Agency Assessment process here. 

Most of the time, Clients leave an Agency-Client relationship because of a leader, team personnel, and/or overall relationship. This may sound cheesy, but the one thing we know for certain is that chemistry always wins over capability. If you are not likable, then you will have a tough time finding business, networking, or getting anywhere in life. People want to work with people they like…so, how do you make people feel? In a world that is increasingly becoming more digital and AI-centric, the human element/empathy remain one of the most important assets a company can offer. 

Read more - How Clients Feel About Marketing Agencies

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We will be collecting survey responses for the 2023 Marketing Relationship Survey soon. To share your thoughts and see the results as well as other Marketing industry updates, subscribe to the Setup Newsletter below.