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Under the hood of client agency relationships - Dipesh Pattni & Jamie Peach

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Dipesh Pattni and Jamie Peach teamed up to provide a dual perspective talk at BrightonSEO 2016 on hoe Client/Agency relationships could be improved using a 4C's model they created.

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Under the hood of client agency relationships - Dipesh Pattni & Jamie Peach

  1. 1. @pdipsy @jamiepeach Under the Hood of Client/Agency Partnerships
  2. 2. Opener
  3. 3. The In-House Guy Head of SEO at House of Fraser • 8+ years SEO experience • Half of that agency-side • Manages a team of 8 • Plus 3 agency partners Head of SEO & Content at PHD • 8+ years SEO experience • All of that agency-side • Manages a team of 10 • 10+ clients on the roster The Agency Guy
  4. 4. Barriers for SEO Source: UK Search Engine Marketing Benchmark Report 2014
  5. 5. Jamie’s Challenges Partner Status Discovery Alignment Delivery Quality
  6. 6. Dipesh’s Challenges Partner Status Trust Advise Deliver Relate
  7. 7. 4Cs of Successful Client/Agency Partnerships 3 Creativity 2 Communication 4 Celebrate 1 Commercial 4Cs
  8. 8. 4Cs of Successful Client/Agency Partnerships 3 Creativity 2 Communication 4 Celebrate 1 Commercial 4Cs
  9. 9. Map Your Negotiation Variables Exclusivity Contract Length Bonuses / Penalties Consultancy Time Deliverables Price PR Value-Adds Physical Presence
  10. 10. 13% 25% 36% 26% 26% 23% 14% 27% 46% 38% 33% 34% 5% 3% 5% 3% 9% 11% 11% 10% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% SEO Paid search Display advertising Social media marketing 3 months or less 4-6 months 12 months 24 months Other Source: UK Search Engine Marketing Benchmark Report 2014 Length of Agency Contracts
  11. 11. The Project vs. Retainer Model Project Basis •Less commitment and risk for client •Test agencies •More focussed •Budget uncertainty Retainer Basis •Less admin •Guaranteed budget •Strategic partner development •Economies of scale
  12. 12. Collaborative KPI Setting What Success Looks Like Are the KPIs achievable through the SOW? Can the KPIs be effectively measured? Has this been tested? Are the KPIs aligned to business goals? Are the right tools in place to provide transparency of KPI reporting?
  13. 13. Making the Scope of Work, Work KPIs Deliverables ResourceTime
  14. 14. 4Cs of Successful Client/Agency Partnerships 3 Creativity 2 Communication 4 Celebrate 1 Commercial 4Cs
  15. 15. “Stop hiding behind technology, and start spending time with your client or agency again…” - Marketing Magazine
  16. 16. IMAGE 1
  17. 17. IMAGE 2
  18. 18. IMAGE 1 IMAGE 2 1. What does the word or/and picture mean to you? 2. What significance does of the word or picture in your life right now 3. What thoughts and emotions arise when you look at the picture/word? 4. What is the message it contains for you? 5. What actions does it make you want to take?
  19. 19. Being on the same page is not easily done…
  20. 20. RACI Model: A process to stay clear R A C I RESPONSIBLE The person assigned to do the work ACCOUNTABLE The person who makes the final decision and has the ultimate ownership CONSULTED The person who must be contacted before a decision or action is taken INFORMED The person who must be informed that a decision or action has been taken
  21. 21. How does it work… Head of Marketing SEO Manager Head of SEO (Client) Content Manager (Both) Head of SEO (Agency) SEO Strategist Keyword Research Technical Site Audit Meta Data Client Agency A C I C AI I R R R A A A C
  22. 22. 4Cs of Successful Client/Agency Partnerships 3 Creativity 2 Communication 4 Celebrate 1 Commercial 4Cs
  23. 23. Ideating Together Fail to prepare, prepare to fail Creativity has a process Make it interdisciplinary Not everyone is Don Draper
  24. 24. STEPPS Principles
  25. 25. Validating Together Brand Values Alignment Customer Segment Mapping STEPPS Radar Demand Validation Competitor Analysis Outreach Targets & Tactics Is the idea on brand? Who are we trying to reach? Does the idea have virality? Is there sufficient interest in the theme? Has the idea been done before? How will we promote the idea and to who?
  26. 26. STEPPS Radar 0 1 2 3 4 5 Social Currency Triggers Emotion Practical Value Public Stories
  27. 27. Creativity Comes In All Shapes & Sizes It can’t be scoped Creativity beyond content Be Challeng -ing Steal with pride!
  28. 28. “All ideas are second- hand, consciously and unconsciously drawn from a million outside sources” - Mark Twain
  29. 29. 4Cs of Successful Client/Agency Partnerships 3 Creativity 2 Communication 4 Celebrate 1 Commercial 4Cs
  30. 30. Celebrate the small wins
  31. 31. Case studies are not just for agencies to show off!
  32. 32. Keep It Simple! Determine your audience How much do they know about SEO? What would they want to see? What will stand out for them? Create more than one version
  33. 33. Sell the whole story! Problem Solution Result Learnings What challenge are we trying to solve? What did we do to to solve the problem? What was the outcome or result? What have we learnt & how can we improve further?
  34. 34. Challenge eachother to be better, with mutual understanding Take time regularly to review how the relationship is going Great client-agency partnerships extend beyond the office! Key Takeaways
  35. 35. @pdipsy @jamiepeach Thanks for listening!

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