Choosing the right marketing agency partner for your business

For a business to thrive in today’s competitive landscape, you need a strong marketing strategy. But let’s be honest — marketing is a full-time job. Between managing campaigns, tracking data, and staying on top of the latest trends, it’s easy for marketing to become overwhelming. This is where a marketing agency partner comes in. They can be the secret weapon you need to scale your business, reach new customers, and drive strategic growth.

But what exactly is an agency partner? At its core, an agency partner is an external team of specialists who work alongside you to achieve your marketing goals. An agency partnership is a collaborative relationship: The agency brings the expertise and resources, and you bring your internal business knowledge. The result is a powerful synergy.

Choosing the right partner is a critical business decision. The wrong fit can lose you time, money, and opportunities. On the other hand, a great partnership can unlock your business’s full potential. So, what key factors should you evaluate when choosing a marketing agency partner? Let’s dive in.

Key factors to evaluate when choosing a marketing agency partner

The right partner should feel like an extension of your internal team, aligning with your vision, values, and growth strategy. Make an informed decision before entering into an agency partnership by evaluating these key factors..

1. Expertise and experience

When you’re entrusting part of your business to an external team, their expertise is the first thing you should assess. An agency’s track record and skill set speak volumes about their potential to deliver results.

Industry experience: Does the agency have a history of working with businesses in your industry? An agency that understands your market, target audience, and competitive landscape can get up to speed much faster and provide more effective solutions. They won’t just be learning the ropes — they’ll be building on a foundation of proven strategies.

Skill set and campaign history: Look at their portfolio and case studies. Have they successfully managed campaigns similar to what you need? If you want to run a complex lead generation campaign, you need to see evidence that they’ve not only done it before but have also done it well. Don’t be afraid to ask for specific examples of their work.

What to look for:

• A portfolio that showcases successful projects relevant to your needs.
• Client testimonials or case studies that detail their role and the results they achieved.
• A team of certified professionals in areas like SEO, paid advertising, and content marketing.

2. Service offerings and compatibility

A marketing agency is not a one-size-fits-all solution. You need to find a partner whose services perfectly align with your business needs and marketing goals. Are you looking for a full-service agency that can handle everything from social media to email marketing, or do you need a specialist for a single, high-impact project?

Compatibility check: Think about your current marketing gaps. Do you need help with a specific channel like SEO, or are you looking for a complete overhaul of your digital strategy? Make sure the agency’s offerings fill those gaps. If your goals involve building out a robust content strategy, but the agency focuses only on paid media, it’s probably not the right match.

What to look for:

• A clear list of services that directly addresses your business’s needs.
• Flexibility to adapt their services as your business evolves.
• An understanding of how their services fit into your overall business strategy.

3. Communication and collaboration

A successful agency partnership is built on a foundation of open communication and seamless collaboration. You’re not just hiring a vendor — you’re bringing on an extension of your own team.

Transparency and accessibility: How will the agency communicate with you? Do they have a clear process for providing updates and reports? A good agency will be proactive, not reactive, in their communication. They should be transparent about their strategies, their progress, and any challenges that arise along the way.

Working style: Evaluate how the agency’s workflow will integrate with your own. For example, will you have a dedicated account manager? How will feedback be shared and addressed? A good working relationship means you feel comfortable asking questions and providing honest feedback without hesitation.

What to look for:

• A clear communication plan that includes regular check-ins and progress reports.
• A dedicated point of contact who understands your business.
• A collaborative spirit that makes you feel like you’re part of the team, not just a client.

4. Technology and tools

Today’s marketing landscape is built on technology. The tools an agency relies on can significantly impact the efficiency and effectiveness of their work. A modern, forward-thinking agency should leverage advanced tools for campaign management, data collection, and analytics.

This is where platforms like Jotform come into play. Agencies use Jotform’s powerful form solutions to collect data, manage client feedback, and streamline workflows. But Jotform is more than just a form builder — it’s a comprehensive data collection and management platform.

An agency partner that uses Jotform can help you

• Gather data efficiently: Collect customer information, leads, and survey responses with ease.
• Automate workflows: Create automated approval flows and task assignments, saving time and reducing manual effort.
• Analyze performance: Use Jotform’s reporting and analytics features to get a clear picture of campaign performance.

When evaluating an agency, ask them about the tools they use and how they plan to leverage them to benefit your business. Their use of advanced platforms like Jotform can indicate how committed they are to efficiency and data-driven results.

5. Client testimonials and case studies

Past performance is often the best predictor of future results. Before you commit, take the time to review an agency’s client testimonials and case studies. This is your chance to see their work through the eyes of their previous clients.

What to look for:

• Specific outcomes: Don’t just look for generic praise. Look for testimonials that mention specific results, like a certain percentage increase in leads or a significant improvement in website traffic.
• Long-term relationships: A testimonial from a client who has worked with the agency for a long time is a great sign. This shows there’s trust, satisfaction, and a proven track record of success.
• Case studies: A good case study will outline the client’s problem, the agency’s solution, and the measurable results. This gives you a clear understanding of their process and capabilities.

6. Security and data privacy

In an era of increasing data breaches and privacy concerns, data security is paramount. Your marketing agency will likely handle sensitive client information, so you need confidence they will handle it with the utmost care.

Best practices: Ask the agency about their data handling protocols. Do they use secure, encrypted platforms for data storage? Are they compliant with relevant data privacy regulations like GDPR or CCPA? For agencies that use forms to collect data, platforms like Jotform provide secure, encrypted solutions that help protect sensitive information.

What to look for:

• A clear explanation of their security and data privacy policies.
• Compliance with industry-specific regulations if applicable (e.g., HIPAA for healthcare).
• A commitment to using secure tools and technologies to protect your data.

How the Jotform Agency Partner Program supports effective partnerships

Now that you know what to consider, let’s talk about a way to make your search easier. The Jotform Agency Partner Program is a powerful resource for finding qualified, trustworthy partners. This program equips agencies with the tools and resources they need to deliver exceptional results for their clients.

The program is built for a variety of professionals, including

• Digital marketing agencies
• Software development and automation consultants
• Freelancers working with multiple client accounts
• System integrators and form solution providers

When agencies join this program, they earn 30 percent lifetime commissions on every referred paying client. That means they’ll have a vested interest in your long-term success. They also get a dedicated Partner Dashboard to track referrals and commissions, and they can submit high-value leads directly through the dashboard, which will streamline the process. For enterprise deals, Jotform’s sales team manages the entire sales cycle, so the agency can focus on what they do best — serving their clients.

Agencies in the program also get access to comarketing opportunities like partner blog features and webinar collaborations. This helps them grow their business and share valuable knowledge. It also means you’re partnering with an agency that is not only skilled in their craft but also committed to continuous growth and collaboration.

For you, the business owner or marketing manager, partnering with a Jotform Agency Partner means you’re working with an agency that is

• Equipped with advanced tools: They have a deep understanding of how to use Jotform’s powerful features to create seamless workflows, collect data, and generate reports.
• Supported by a dedicated team: They get priority support from the Jotform partner team, which means any technical questions or issues can be resolved quickly.
• Focused on your success: The program’s commission structure incentivizes a long-term, successful partnership.

Choosing a partner from this program can give you peace of mind, knowing that you’re working with a team that has the resources, expertise, and support to help your business succeed.

Additional tips for choosing the right agency partner

To make your final decision, assess a potential partnership with these tips:

Ask specific questions: Don’t be afraid to dig deep. Ask about their typical workflows, how they measure and report on campaign success, and how they handle unexpected challenges. A great question to ask is, “Can you walk me through your process from onboarding a new client to delivering the first monthly report?” This will give you a clear picture of what to expect.

Start with a pilot project: If possible, consider starting with a small-scale pilot project. This could be a single campaign or a specific task that allows you to assess the agency’s communication, project management, and ability to deliver on their promises. It’s a low-risk way to see if the partnership is a good fit before committing to a long-term contract.

Assess scalability: As your business grows, your marketing needs will change. You need an agency that can grow with you. Ask about their ability to scale their services up or down as needed. A good partner will be able to adapt their strategy to meet your evolving goals.

Ready to find your ideal marketing agency partner?

Choosing a marketing agency partner is a significant decision for your business because it can have a big impact. By carefully evaluating key factors like expertise, service offerings, communication, and technology, you can find a partner who not only meets your needs but also helps you achieve strategic growth.

And remember: You don’t have to go it alone. The Jotform Agency Partner Program is an excellent resource for finding qualified partners who are already equipped with the tools and support to help you succeed. They are more than just service providers; they are collaborators dedicated to helping you reach your goals.

Ready to find a partner who can elevate your business? Explore the Jotform Agency Partner Program today to connect with qualified agencies and grow your service offerings.