According to the American Association of Advertising Agencies, the average life-span of a client/agency relationship is now less than 3 years. In the 1980s it was more than 8.
It’s a challenge Mary Alice LaPoint knows well. As the President and Chief Strategist for To the Point Marketing (TTPM), job #1 is making clients successful. And for her expansive list of B2B and B2C clients, success hinges on TTPM’s ability to craft multifaceted campaigns that generate qualified leads.
“More and more, we were piecing together our email service provider [ESP] with temporary workarounds to build client campaigns,” said Mary Alice. “It worked for a while, but it was extremely manual and based on an extremely simple response model of only opens and clicks. It was getting to the point where we couldn’t charge enough to recoup the number of hours it took to run complex campaigns. There was no ROI on our labor rates.”
All that changed when she adopted Act-On marketing automation.
A new case study looks at how Act-On technologies have helped TTPM take its clients – and itself – to new levels of success and profitability.
The result: Successful clients, long-term client/agency relationships, lower costs, and higher revenues.
A short list of the upsides:
- 300% increase in revenues. The power of marketing automation has opened new doors for TTPM, allowing the agency to do higher-level, more sophisticated work that commands a higher price and attracts new clientele. The net-net: topline growth of 3x in Year One.
- 80% increase in efficiency. Translation: more clients, less turnover. Act-On helped TTPM reverse the negative ROI on labor rates by significantly reducing the time it takes to manage each program. Improved efficiencies mean TTPM can take on more clients and more projects, and can keep its workforce happier, which is essential for client/agency relationships.
- The reward of repeat, long-term contracts. Using Act-On’s inbound and outbound capabilities, TTPM launched a comprehensive campaign that expanded its client’s presence and product to a national audience, winning TTPM a new – and larger – contract in 2014.
Image “The digital MKT ways to go” by Henripontes, used under a Creative Commons Attribution-Share Alike 3.0 Unported license.