One Marketing Agency or Several Specialists? Which Works Better?

Should you hire one marketing agency to handle everything, or the best specialists you can find for each individual channel? If you have a strong marketing leader in-house with the bandwidth to coordinate everything, separate specialists can work well. If you don't, one capable team with a clear owner of the strategy is likely the path of least resistance. I've been deeply involved in marketing programs set up both of these ways, and I own a marketing agency that handles everything. In this video, I break it into the two decisions that actually matter: who owns the overarching strategy, and who executes each piece. The full written guide, with the comparison table and the hiring checklist: https://rodneywarner.com/blog/full-se... CHAPTERS 0:00 One agency or specialists? 2:25 Who should own your marketing strategy? 4:56 What should every team know before pen hits paper? 6:39 How should brand and SEO shape your website? 8:24 What can paid ads teach you about your website? 9:56 How should sales feedback change your marketing? 11:17 How do you get your channels moving as one unit? 13:41 When should you hire a specialist instead of one agency? 15:48 What should you ask before you hire? QUESTIONS TO ASK BEFORE YOU HIRE AN AGENCY OR SPECIALISTS Who's actually doing the work? Will I be dealing directly with them, or through a go-between? What's their background, and what results have they gotten in the past? If we sign up for several channels, what flexibility is there to move budget from one channel to another if one isn't working? And if you think the budget shouldn't move, how would you justify it? How do you keep every channel rowing in the same direction? For example, what would you expect paid search to teach organic, and vice versa? How do the channels all work as one program? Is every channel expected to fill a pipeline, or are some more of a supportive role? How do you set goals for each one? Give me an example of a time one channel's learning informed another's. Who owned that decision, and what changed? Before you hire anyone, get clear on three things: who owns the strategy, who does the work in each channel, and who's making sure everyone sticks to the plan and learns from everyone else's success. #B2BMarketing #MarketingStrategy #BusinessOwner