According to Scott Brinker's Marketing Technology Landscape Supergraphic, there are nearly 7,000 solutions in the advertising and marketing technology marketplace.
That’s a huge leap from a decade prior.
What this means for your agency is this: You have more competition than ever in the growing industry of web services and technology tools.
Especially with all the technology platforms available.
So, how do you successfully pitch your agency prospects and clients on new, technical projects? What are they looking for? And what results do they want to achieve that you can help them attain?
Here’s a list of things to consider when communicating the “why” behind certain technology, when pitching your clients.
Ideally, you want to focus your pitch on helping your clients create and develop new business and growth.
But don't forget to remind them that you're thinking ahead. You want to help them scale, utilizing technology and business applications. Just because your client has technology like CRM, CMS, HR, Accounting, billing, and other business tools, doesn’t mean it’s going to help them be more efficient and create a path of scalable growth. The needs of businesses and agencies grow with the needs of their current or new clients and with trends in the market. Choosing a platform with your future growth in mind is a lot easier than moving from one system to another when you need more tools. Companies that don’t plan ahead often add one tool at a time and end up with a dozen tools that are not complementary. Forward planning gives you the ability to choose the right platform that has all the features you need today, and further down the road.
You want to provide the best campaign results and marketing services to your clients. We get it, and we want that too.
But, in order to do that, you need the best technology toolset and technology that’s future-proof. With the technology landscape in constant flux, ensuring the work your agency pitches today will not require a complete overhaul a year from now is a more complex task than ever before. Apart from strict documentation and frequent updates, there are a few strategies developers and technology leaders can take to better future-proof their design and engineering work.
First, don’t follow the pack. Your clients may desperately want to try the latest in technology advances, but resist. Future- proofing is thinking long term. New technologies are constantly popping up, and many will fail. Let others be the guinea pigs, find the faults, and undergo the cost of redesigning to use another system. The early adopters will start to gravitate to a clear market leader that will stand the test of time.
Second, work with a technical partner like Oshyn who can help your clients understand the value of open systems, like APIs that are built with integrations in mind. Having a flexible system that can be configured with different components that allow one-off customer requests to be handled cleanly enables incremental replacement of core modules. This provides both tactical and strategic advantages.
Lastly, always follow best standards. There’s nothing worse than web dev projects that are horribly coded. We want you and your clients to avoid terrible experiences from bad development in projects. The best works of art will come from combining a great UX and UI with the most solid architecture at the engineering level. Always remember to follow the highest standards while you are developing your projects. Adhering to expertise in standards will allow you to refresh your work with ease when required updates knock at your door.
One of the most overlooked items when choosing tech solutions is the initial investment of onboarding.
There are many tools that will cost your agency time and money. If you know you need a simple tool, or one that requires little effort to set up, make sure to take this into consideration. The right tool will be one that strikes a balance between setup costs and time, price, features and service, and ultimately value in the result these tools offer.
Support and maintenance is critical when pitching technology to your clients and prospects.
The last thing you want, and your clients want, is a newly coded or developed piece of software that’s not supported when inevitable issues come up. There’s nothing more frustrating than a project that’s been implemented, only to not have the proper level of tier one or tier two support, ensuring the investment from your clients is protected.
One of the things to consider in your pitch is providing testimonials and proof sources that show how you and your technology partner have a plan for ongoing technical maintenance.
You absolutely will want to have an answer to the question “then what?”. When the client you're pitching asks this question, you want to be prepared with a solid answer that builds trust and credibility.
Oshyn partners with some of the best agencies in the world to create exceptional digital marketing solutions for their clients. By providing services, technology, and platforms that enhance your agency’s offerings, we help you look like a hero to your clients and prospects, all the while focusing on what you do best: creating amazing work.