Marketo, a marketing automation software provider, created this infographic on the evolution of the marketing and communications agency.

While I think they’re correct in stating agencies must change along with their clients (as well as the rest of the world), I also think they’re missing the bigger picture by focusing too much on marketing automation.

Marketing automation is a powerful tool. But the changes marketing and communications agencies are experiencing are not just about adopting a particular kind of software.

Paul Roetzer says it best in his book The Marketing Agency Blueprint, “a real time world demands real-time agencies.”

Roetzer’s premise is that traditional marketing firms (including PR, advertising, web and SEO companies) are desperately trying to remain relevant. They’re grasping for new services (including social, mobile and content creation), rather than focusing on the important stuff (pricing, technology, staffing, infrastructure, processes and purpose).

He argues that leading marketing and communications agencies are  tech savvy, offering integrated services and benefiting from diversified revenue streams. His book provides a blueprint and guide for building this hybrid firm by:

  • Generating more qualified leads
  • Winning clients with set pricing and service packages
  • Securing more long-term retainers
  • Creating diverse and recurring revenue streams
  • Developing efficient management systems
  • Constructing effective account teams
  • Recruiting/retaining top talent
  • Delivering great results and value to clients
  • Increasing client loyalty

Roetzer is a HubSpot partner who uses marketing automation in his own practice and to help his clients. But he’s smart enough to realize the ground-breaking changes marketing and communications agencies are experiencing can’t be addressed with software alone.



Here’s the Marketo infographic. How do you think marketing agencies should be evolving?



Written by Shelley Pringle