How to Hire a Digital Marketing Vendor

LSA Bootcamp

August 30, 2015

Agenda

• Agenda

• Me

• The Most Important Question

• An Analogy

• The Types of Marketing Vendors

• How to Hire Each Type

• Summary

@lance@callrail

Lance Weatherby

• Business Guy

• Grew Up In Sales

• 20 Years Of Internet Marketing Experience

• Customer Acquisition Focused Marketer

“The  purpose  of  business  is  to  create  and  keep  a  customer.”

Peter  Drucker

@lance@callrail

The Most Important Question To Ask A Marketing Vendor

“How  are  you  going  to  help  me  create  and  keep  a  customer  at  an  acceptable  cost.”

You

@lance@callrail

Hiring A Vendor Is Like Buying A Car

• You Have To Decide What Kind You Want

• You Have To Do Your Research

• You Have To Talk With The Seller

• You Have To Determine If There Is A Fit

• You Have To Have Alternatives

• You Have To Hold The Seller Accountable

@lance@callrail

Types Of Digital Marketing Vendors

• Marketing Technologies

• Marketing Service Providers

@lance@callrail

Marketing Technology Selection

• Do Your Research

• Make A Long List

• Engage The Long List

• Set Your Criteria

• Make The Long List Short

• Eval The Short List On Criteria

• Price Them Out

@lance@callrail

Marketing Technology Selection Tools

• Marketing Technology Evaluation Criteria Template

http://bit.ly/MarTechEval

• Marketing Technology Price Comparison

http://bit.ly/MarTechPrice

@lance@callrail

Marketing Service Provider Selection

• Do Your Research

• Create A Brief

• Make A List

• Engage The List

• Eval The Brief Responses

@lance@callrail

Marketing Service Provider Selection Tool

• Agency Brief

http://bit.ly/AgencyBrief

@lance@callrail

Summary

• Hiring A Vendor Is Like Buying A Car• Research• Create Criteria• Eval on Criteria

• Ask The Most Important Question

• Be Methodical

• Trust Your Instincts

@lance@callrail

Resources

• http://www.slideshare.net/lanceweatherby/how-to-hire-a-digital-marketing-vendor

• http://www.callrail.com/blog/

• http://bit.ly/MarTechEval

• http://bit.ly/MarTechPrice

• http://bit.ly/AgencyBrief

• @callrail

• lance@callrail.com

@lance@callrail

To  learn  more  about  how  CallRail’s  self-­‐service  call  analytics    helps  data  driven  marketers  please  visit  www.callrail.com