How to Find the Right Performance Agency or Consultant

July 18, 2023

The current state of the tech industry is well documented. In short, the industry is under some stress. For performance marketing teams operating in these conditions, there’s a high likelihood they’ve had a front-row seat to everything from layoffs and hiring freezes to diminished resources and budget cuts. All this while the demands from the company (and, in some cases, Wall St.) have remained unchanged. If anything, there’s even more pressure on performance marketing teams to meet and exceed growth goals.

So how can performance teams continue to operate — and even shine — by doing more with less?

Tech-driven agencies and consultants offer a flexible way to work within the constraints of growth teams today while maintaining the level of technical and execution expertise they expect from their internal teams. With no long-term contracts or need for headcount approval, marketing teams are leaning into this type of relationship to hit their internal goals.

But there isn’t a one-size-fits-all approach, as not all agencies and consultants are the same. If you’re considering exploring this type of relationship with an outside partner, here are some of the most important things to consider when making your choice.

1. Experience and expertise

The first thing you should consider when choosing a performance marketing agency or consultant is their experience and expertise. Look for partners with a proven track record of delivering results for clients similar to your brand. This may mean looking at case studies, client testimonials, or even asking for references. Ensure the agency or consultant has experience with the specific channels and tactics you want to use, whether it’s paid search, social, display, email marketing, or something else.

2. Communication and transparency

Another crucial factor to consider when choosing a performance marketing agency or consultant is their communication style and level of transparency. A good agency or consultant should be willing to explain strategies and tactics in a way that’s easy to understand and be open and transparent about performance metrics, reporting, and billing. Make sure you’re comfortable with the level of communication and transparency the agency or consultant offers before hiring them. For example, some consultants dictate the communication channels or have strict timeframes for when they are available. Although there is nothing wrong with providing some guardrails, I prefer to align with the client on their preferred communication channels (Slack, email, phone) and provide availability windows that fit their needs.

3. Alignment with your goals and values

The best performance marketing agencies or consultants will work with you to align their strategies and tactics with your brand’s overall goals and values. Make sure you choose an agency or consultant that understands your business objectives, target audience, and brand identity — and that they can develop a performance marketing strategy tailored to your specific needs. Look for agencies or consultants willing to work collaboratively with your team and be committed to helping you achieve your goals. Ultimately, their incentives should align with yours.

4. Technical expertise and tools

Performance marketing requires technical expertise and access to specialized tools and platforms. When choosing a performance marketing agency or consultant, make sure they have the technical skills and tools necessary to execute your campaigns effectively. This could mean having pre-existing tools built for your use or the willingness to tailor custom products to your needs. For example, before starting my consulting practice, I worked at a large social media company that needed help with ad fraud. FeedMob created customized fraud tools to fit our specific needs, as they had the expertise and engineering support that we lacked internally.

Ultimately, the uncertainty of the tech industry will continue to linger for the foreseeable future. For performance marketing teams left with fewer resources and more work, looking to high-performing, tech-driven agencies and consultants can be a flexible, efficient, and effective extension of your team.

Posted: July 18, 2023

Category: Mobile Insights Blog, Mobile Performance Strategies


Matt Knutson Principal at Monochrome

Matt Knutson is a seasoned performance marketer with over 10 years of experience in the mobile app space, focusing on growth strategy, incrementality, and customer acquisition. Before starting his consulting firm, Matt led Twitter’s performance marketing team, helped drive growth at Lyft, and managed media planning and buying for Esurance and Periscope.

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