19 Agency Leaders Provide Expert Tips for Growing a Marketing Agency

Working closely with more than 7,000 marketing agencies has given AgencyAnalytics the opportunity to learn from the growth journeys of thousands of agency founders. 

Though every agency leader’s story is unique, we’re often surprised by the similarities shared between our customers in the digital marketing industry, regardless of their niche, service offering, or team size. 

The highs and lows of scaling a successful digital marketing agency are diverse, but many challenges are shared. This means that there’s an incredible benefit to learning from the real-life experiences of agencies that have set their sights on success, navigated the hurdles, and achieved their targets.

That’s why we asked 19 of our clients to share some of the lessons they learned while scaling their agency. Imagine transforming financial instability into a foundation for growth, or turning chaotic workflows into a well-oiled machine. Picture a team that not only meets but exceeds expectations, and client relationships that evolve into lasting partnerships. 

Today we’re highlighting these insights, broken down into the 7 most common elements of agency success mentioned in their responses. Let’s get started.

Read on to learn about:

• Finding Your Sweet Spot

• Managing Cash Flow

• Streamlining Marketing Agency Processes

• Talent Acquisition and Management

• Managing Client Relationships

• Data Management and Client Reporting

• Leveraging Technology and Tools

1. Finding Your Sweet Spot

To grow an agency over the long haul, you need to figure out what your agency does best. This isn't just about picking a random industry or offering every digital marketing service under the sun. It's about understanding the kind of client you can really help and the problems you uniquely love to solve.

We asked digital agencies about the process of identifying their ICP (Ideal Client Profile) and tailoring services to meet their needs. Here’s what they had to say:

Understanding Your Ideal Client

The key to an agency's long-term success lies in understanding who their perfect client is. This goes beyond basic details like size or location. You need to dig deeper and figure out what problems your agency solves best, and for who. 

Once you know the specific type of client where you truly shine, customize your services to perfectly match their needs. 

Be clear on your ideal client, and offer something undeniably valuable to them that no one else does.

David Metcalf, Managing Director, Distl

Pinpointing a Specific Niche

Specializing in a particular niche helps set your agency apart from competitors. By developing deep expertise in a specific industry or type of service, you position your agency as a go-to expert. 

It is far easier to repeat results for similar clients than to be an expert in every field imaginable.

Joaby Parker, President, Cover3 Creative 

This not only attracts prospective clients looking for specialized knowledge but also allows you to charge premium rates for your services.

Niche down the agency into the exact businesses you want to work with. This allows everything to be streamlined and simple, which reduces stress while also making future growth easier. 

The main focus is to offer one solution for one main problem to one main type of client. This makes all marketing material, lead generation tactics, and your own content marketing easier to manage, which in turn contributes to more growth.

Guy Hudson, Founder, Bespoke Marketing Plans

Tailoring the Approach for Each Client

If Guy’s experience has one lesson built into his success, it’s about the value of industry-specific expertise and the competitive edge it provides a digital agency. But it’s not for everyone.

Nothing we do is cookie-cutter; each client has its own unique set of challenges, budget limitations, etc., and so each strategy is tailored to meet the client's goals in the most efficient way possible. 

We also are not niched down into any one industry, which makes us extremely nimble and able to pivot quickly to help a variety of clients, and use cross-industry learnings to add variety and creativity to the strategies we put together.

Molly Lopez, Owner-Partner, Sparo

Offering the Right Range of Digital Marketing Services

Another approach is to offer a comprehensive range of digital marketing services tailored to your clients' needs and your agency’s capabilities. This may include SEO, PPC, content marketing, social media marketing, corporate marketing training, and more.

Keep in mind that expanding agency services may become a double-edged sword. By providing a full suite of services, you become a one-stop-shop for your clients, making it easier for them to manage their marketing efforts and increasing your agency's value.

We offer everything: website design, development, and hosting, search engine optimization, advertising, print and digital graphic design, photography, videography, and animation, CRM management, email marketing, and social media. 

Most importantly, we tie all of these services together with cohesive strategies and in-depth reporting.

Graham Lumley, Director of Marketing, Blackhawk Digital Marketing

However, full-service agencies can experience a case of “Jack of all trades, master of none.” 

In the digital space, there are too many subject matters-you can't be an expert in all of them.

Mike Gualtieri, Chief Operating Officer, WSI - Comandix

The challenge is to find the right mix of services that align with your agency’s capabilities and your clients’ needs. 

Our growth and success are based on building long-term client relationships and making them successful. We focus on lead-generation-based clients because this is the type of clients we started with. 

This approach allowed us to become experts in generating leads across all sorts of industries.

Rony Mirzaians, Managing Partner, Softline Solutions

Leveraging Your Unique Strengths

Finding your sweet spot also means leveraging your agency's unique strengths. Whether it's a distinctive approach to client service, innovative use of technology, or a highly skilled team.

We learned that most local businesses care about leads so introducing systems and processes to manage leads and add transparency to clients on what we have generated then in terms of revenue helps to increase the value of our services on items that matter most to local businesses.

Ben Spray, Managing Director, We Are Marketable

Understanding and promoting what makes your agency unique will attract the right clients and set you apart from the competition, driving digital marketing agency growth.

Both SEO and PPC have their unique strengths, and by combining them, businesses create a comprehensive digital marketing strategy that delivers long-term results while also generating immediate leads and conversions. At NativeRank, we have extensive experience in both SEO and PPC, and we work with our clients to determine the best approach for their unique needs and goals.

This targeted approach creates a framework for offering a comprehensive suite of services tailored to your client's unique challenges. It ensures you consistently exceed expectations and drive superior results. 

Daniel Dye, President, Native Rank, Inc.

2. Managing Cash Flow

Cash flow management is a fundamental aspect of scaling a marketing agency. It's not just about keeping the lights on; it's about ensuring you have the financial stability to grow, innovate, and compete. 

We asked some of our top agencies to provide insights into why cash flow is critical, the common cash flow challenges agencies face, and effective strategies to manage it.

Why Cash Flow Is Critical for Agency Growth

Anyone who has experienced a cash flow crisis will attest to the importance of this factor in financial success. For growing marketing agencies, it holds particular importance. 

The single piece of advice I’d give is to always have three months of cash on hand to pay for company-related expenses and seek out new investment opportunities.

Dan Delmain, Founder, :Delmain

As projects expand and client demands grow, maintaining a steady cash flow ensures that the agency will meet its financial obligations, invest in new opportunities, and weather any economic uncertainties–like clients who don’t pay on time.

I have had trouble with multiple clients who I have known and trusted to pay me on time and took ages to pay. One certain client told me, one hour before the final deadline, that they had just put their company into liquidation, leaving us with a large debt that had to be written off.

Ben Spray, Managing Director, We Are Marketable

Ben Spray’s experience underscores the unpredictability and potential risks associated with cash flow management, highlighting why it's a critical area for any agency aiming to grow. Without cash, tapping into new opportunities becomes a challenge that could stunt agency growth–or, by contrast, having cash on hand positions an agency to pounce on new opportunities. 

Healthy cash flow enabled us to take advantage of an opportunity for growth when a client reached out to us for an on-site video podcast. 

Quickly, we assembled our podcast host as well as a team of professional videographers, editors, and the like, so that we could take advantage of this unique opportunity. 

As such, we're now able to offer this service to a wide range of clients.

Danny Star, CEO and Founder, Website Depot

Common Cash Flow Challenges Agencies Face

One of the most significant challenges in managing cash flow is dealing with late payments from clients. This issue can disrupt financial planning and strain resources. Additionally, agencies in the early stages of growth often struggle with balancing time and resources, making it harder to maintain consistent cash flow.

Being a smaller agency makes it harder to bring in new staff, so you need to make sure you have the long-term cash flow.

Ben Spray, Managing Director, We Are Marketable

Managing outgoing payments is just as important as ensuring timely incoming payments. Keeping tight control on expenses and verifying all outflows may prevent unnecessary financial strain.

We don’t pay a bill to anybody unless it’s signed off to move that cash out.

Trevor Shirk, CEO and Founder, Terrayn

Strategies for Effective Cash Flow Management

To mitigate these challenges, agencies need to implement robust cash flow management strategies. This includes maintaining a healthy reserve, using financial tools to track and forecast cash flow accurately, and setting clear payment terms with clients.

We had to overhaul our billing policy and put stricter payment terms in place with clients because unfortunately, we've been burned more than once by clients that we put our trust in to pay us and pay on time. 

Once legal gets involved, nobody wins, so it's better to get paid upfront for the work that you do or get a deposit to protect yourself from similar situations. 

Molly Lopez, Owner-Partner, Sparo

3. Streamlining Marketing Agency Processes

Streamlining your agency workflows and automating processes helps fine-tune the frameworks for scaling an agency. With clear processes, your agency handles more clients without sacrificing quality, hits deadlines consistently, and keeps your team firing on all cylinders.

These agency experts helped us explore why efficient processes are key, the chaos that can ensue without them, and how to optimize your workflows.

Why Efficient Processes Matter

Efficient processes are vital for handling increased workloads and maintaining high service standards. They ensure all team members are on the same page, tasks are completed on time, and client expectations are consistently met.

Balancing the need to generate revenue and the capacity/capability to deliver that marketing service consistently was our biggest challenge. 

Scaling our internal team with top talent was just as challenging as bringing in the leads to keep the lights on! Creating detailed and repeatable processes and workflows on both sides of the house (sales and delivery) was transformational for our business.

Rodrigo Campos, Founder & CEO,  Splurge

The Chaos of Unstructured Processes

In the early stages, many agencies rely on informal, undocumented processes. This often leads to missed steps, errors, and inefficiencies, which hinder growth and frustrate clients.

In the beginning, all of the work processes were in my head, and when I hired my first team member, I noticed that some of the steps in the process that I followed were missing. 

I started writing the processes and involved my team to continue to improve those as we go. Now, we rarely miss anything and keep on improving.

Khurram Shahzad, Founder & CEO, Digilatics

Steps To Optimize Workflows

To transform chaos into efficiency, digital marketing agencies must document, review, and refine their standard operating procedures as well as their project management processes. 

Time is everything for a growing agency. Spending lots of time on one task not only has financial effects, but it can also burn out the agency owner mentally. 

This, in turn, can lead to poor decision-making, which impacts the business further. Allowing processes to be simple and effective allows for easier onboarding of staff members alongside a less stressful environment. 

This reduces the risk of burnout and improves the longevity of yourself, your staff members, and your agency.

Guy Hudson, Founder, Bespoke Marketing Plans

Here are some practical steps to consider:

• Document Everything: Write down every step of your workflows to ensure consistency and completeness.

• Get the Team Involved: Engage your team in documenting processes to capture different perspectives and identify areas for improvement.

• Continuously Improve Processes: Regularly review and update processes to adapt to new challenges and opportunities.

Because we don't use cookie-cutter strategies, distilling our processes into repeatable SOPs has been very challenging. 

I really wish I had either dedicated more time personally to this or hired the right person for it from day one.

Molly Lopez, Owner-Partner, Sparo

4. Talent Acquisition and Management

Just like a race car, even the most powerful engine sputters without a skilled pit crew. Recruiting and retaining top talent isn't just about finding warm bodies; it's about building a cohesive unit that can seamlessly scale alongside your growing client base. 

A strong team ensures that you maintain peak performance, optimize workflows, and keep your agency accelerating toward the finish line.

Creating the best possible place for work and a culture that respects employees drives the ultimate goal–exceptional marketing and happy clients. 

When people feel valued and cared for, they naturally deliver their very best work. 

This culture can also help your agency grow, attracting top talent by showing people what you do to support your staff and that you truly respect their needs.

Michelle van Blerck, Communications Manager, Digital Freak

Building a strong team not only drives success but also ensures the agency scales effectively. 

My team members are at the core of our business. I need them more than they need me.

Ruben Roel, President & Founder, Investigator Marketing 

Our agency experts explored some of the challenges of agency talent acquisition, the impact of a strong team, and best practices for building and managing high-performance teams.

Challenges in Hiring and Retaining the Right Talent

A strong, well-oiled team is essential for the success of any digital marketing agency. However, it’s not uncommon for agencies to struggle when trying to find candidates who have the necessary skills and fit well within the company culture.

When team members are skilled and motivated, they contribute significantly to the agency's growth and efficiency, leading to better client outcomes and overall success. When they are not, the agency leader must take decisive action. 

After years of hiring, one thing has stood true: if you feel/learn that someone is not a good fit soon after hiring them, it's better not to 'try to make it work.' It's better to either find a different position within your agency or find a new candidate for that role. 

We have tried to 'make it work' with underwhelming or low-performing candidates in the past only to regret keeping them for so long.

Dustin Fatch, Founder, Marketing Done Right

Impact of a Strong Team on Agency Success

A strong team composed of skilled and motivated individuals is essential for the success of any digital marketing agency. But it’s about more than putting butts in seats. 

The biggest challenge was people. Not finding the right people, but ensuring that we had the right mix of people and then supporting their individual needs while staying focused on the company as a whole. 

When you're building a company, you don't want to hire all the same types of people. Just like in a recipe you need different ingredients to make a dish shine.

Yanira M. Castro, Humanity Communications Collective  

Supporting each individual while keeping an eye on the bigger picture will drive creativity and innovation, setting your agency apart in a competitive market.

However, managing a larger team requires more time for training, hiring, and internal communications, which may increase overall stress levels within the company.

When you grow your team, you need team members to manage it. Training, hiring, and reporting take more time. The more people you have, the more stress the total company experiences.

Dustin Fatch, Founder, Marketing Done Right

5. Managing Client Relationships

Growing a digital marketing agency is not just about acquiring more clients; it's about retaining and nurturing these relationships to foster long-term success. 

By deeply understanding and aligning with your clients' objectives, you build a foundation of trust and demonstrate your commitment to their success. This trust is essential as it sets the stage for a more profound and impactful collaboration.

There are two phases to most client relationships. Phase one is all about working hard to prove results and build trust. Phase two involves harnessing that trust to push the boundaries with work we know will benefit the client in the long term.

Don't be too impatient to engage clients for multiple services, it's better to build trust and introduce complementary services when the time is right.

David Metcalf, Managing Director, Distl

We asked our experts about the complexities of managing transparent client relationships, the importance of exceptional service, and techniques for strengthening partnerships with successful clients. Let’s explore their insights.

Complexities of Managing Client Relationships as the Agency Grows

With agency growth comes the challenge of maintaining personalized attention and service quality for each client. 

The most difficult thing about maintaining efficiency for large-scale client portfolios is that there is a lot more to manage, and it's easier for things to fall through the cracks. It's so critical to have your project management dialed in and to meet frequently with your team to make sure you're managing that client well.

Joshua Kimmes, Owner, Bear North Digital

As the client base expands, it's make-or-break to ensure that every team member understands the clients' business goals and how marketing efforts align with those objectives.

The most significant challenge we faced was getting our team to understand the link between marketing and business. I brought firsthand experience from the industry, but some of our team members lacked this perspective. 

So, it became essential to teach them about the fundamentals of how businesses operate. This, in our opinion, is crucial because it allows us to seamlessly integrate our marketing strategies into the broader business objectives of our clients. 

Our goal is to give our clients tailored effective solutions that directly contribute to each client’s financial success.

Ruben Roel, President & Founder, Investigator Marketing

Importance of Exceptional Service in Client Retention

Providing exceptional service is also key to retaining clients and ensuring the long-term success of a digital marketing agency. After all, they hired you to fill a specific need. 

Going above and beyond in the services you provide is the minimum expectation if you want to increase customer retention. Listen to your customers and their goals and see how you can help them achieve their business goals.

Khurram Shahzad, Founder & CEO, Digilatics

Critical Nature of Communication

According to the AgencyAnalytics Marketing Agency Benchmarks Survey, the majority of agencies agree that communication and transparency are the top factors influencing client retention.

Building strong client partnerships requires a proactive approach. Regular communication with clients deepens the partnership. 

The biggest lesson I learned while growing my agency was the importance of communication. Keeping clients in the loop and making them feel involved in the process helps build strong, lasting relationships.

Joshua Kimmes, Owner, Bear North Digital

6. Data Management and Client Reporting

Effective data management and client reporting are foundational for any digital marketing agency. These practices ensure that clients understand the impact of your work and trust your agency’s efforts. 

Our experts had a lot to say about the importance of data management, the role of storytelling in client reporting, and how to transform raw data into actionable insights.

Importance of Data Management

At a digital marketing agency, data is king. Effectively managing data makes it easier for agencies to track performance, make informed decisions, and demonstrate value to clients. 

The biggest lesson we learned was understanding our clients' bottom-line needs. Clicks, Impressions, and Conversions are used as indicators of success. It means we did our job. 

But we realized early on that these metrics, while important to us, don't translate to value for our clients. We had to find a way to show a correlation between marketing and money - their bottom line. 

Simply put, no matter how impressive our marketing metrics might be, they're meaningless if they don't directly contribute to our clients' profitability. So, in order for us to grow, we had to find a way to show our clients that our efforts made them money.

Our narratives are structured to remind clients of their initial goals, outline the strategic actions we took, and demonstrate the outcomes. That way, we can illustrate a direct line from our actions to their growth.

Ruben Roel, President & Founder, Investigator Marketing

Ensuring data accuracy and accessibility is vital for building trust and driving success.

This is the most essential part of our business. Our name, Digilatics, is derived from two words, Digital and Analytics, and we rely on the data with actionable insights all day, every day. 

We don't want to teach our clients how to do digital marketing if they are not interested, but we always emphasize showing the Real Marketing ROI through our dashboards that are built on AgencyAnalytics. 

We added some customizations on the dashboard where we show our clients how much they spent on Paid Ads with us, and the revenue in sales from those campaigns = Real ROI and not BS. We are asking clients to trust our recommendations, and this can only happen once we show them the insights, trends, and where we are winning.

Khurram Shahzad, Founder & CEO, Digilatics

The Role of Storytelling in Client Reporting

Storytelling is a powerful tool in client reporting. It helps translate complex data into understandable, compelling narratives that highlight the value of your work. Effective data storytelling makes data more relatable and actionable for clients.

Our clients are less concerned about the macro elements, and more concerned with the tangible solutions and results. So, our approach involves clearly articulating how specific actions improved their bottom line. 

Our internal mantra is to always bring the receipts. We track and report the actual effects of our strategies. Our narratives are structured to remind clients of their initial goals, outline the strategic actions we took, and demonstrate the outcomes. 

That way, we illustrate a direct line from our actions to their growth.

Ruben Roel, President & Founder, Investigator Marketing

Transforming Raw Data Into Actionable Insights

For agencies, the real challenge lies in interpreting raw data and turning it into compelling stories that drive strategic decisions. It's not just about analyzing numbers, but about weaving a narrative that highlights successes and informs future strategies. After all, it doesn’t really matter how fast you’re going if you’re headed in the wrong direction. 

Quality data is essential to make good decisions, but without experienced, insightful observations it remains a sea of noise.

David Metcalf, Managing Director, Distl

By identifying trends and patterns, agencies craft marketing reports that clearly demonstrate the impact of their work and guide clients toward making informed decisions.

Transforming raw data into actionable insights is very important. It is the cornerstone of our agency's approach. 

By clearly showing how our strategies translate into measurable results, we help our clients understand the true impact of our work and make informed decisions about future campaigns.

Joshua Kimmes, Owner,  Bear North Digital

7. Leveraging Technology and Tools

For agency owners, leveraging the right tech stack tools are used to streamline workflows, improve client communication, and enhance overall efficiency. 

Here's a closer look at how these successful agencies see the role of technology in scaling operations, key tools for agency project management and client communication, and how to choose and implement the right systems for your agency.

Role of Technology in Scaling Operations

Technology acts as your nitrous boost, accelerating growth without sacrificing quality. By automating repetitive tasks, managing projects with powerful tools, and keeping communication flowing seamlessly, technology frees up your team's time for the strategic thinking that drives real results. 

It's the difference between burning rubber and leaving the competition in the dust.

We invest heavily in resources that give us leading insights into how the Investigations & Security industry change, helping us stay ahead of the competition and optimize our performance at every level. 

All our resources go towards better tools, resources, and platforms that assist the industry we serve. Overall, our clear understanding of the industry we work in is one of our greatest strengths, allowing us to consistently outperform the competition and achieve success in everything we do.

Ruben Roel, President & Founder, Investigator Marketing

Staying ahead of industry changes and investing in the right resources are crucial for maintaining a competitive edge. This deep understanding allows agencies to be proactive rather than reactive, ensuring they adapt quickly and efficiently to every unexpected curve or fork in the road.

People generally like the path of least resistance, which means staying with existing tech even when it's inferior to other new options.

David Metcalf, Managing Director, Distl

Key Tools for Project Management and Client Communication

Effective project management and clear communication are vital. Using the right tools enhances these aspects, ensuring projects run smoothly, and clients are kept in the loop.

Marketing agencies are usually started by entrepreneurs who are known for "doing everything themselves." That's not scalable with a marketing agency and delegation is crucial to growth and success.

You need to do the right thing day after day and the compounding effect is what leads to success, but you can't speed up those early years.

One of the biggest challenges we faced was not fixing processes sooner on predictable, repeatable tasks. Revamping our onboarding and templated communications to start projects and campaigns has been a HUGE time saver.

Matt Sullivan, Founder & CEO, Torro Media

Choosing and Implementing the Right Systems for Your Agency

The right technology isn't just about ticking boxes; it's about implementing the most effective tools that fundamentally transform agency operations. 

By streamlining repetitive tasks, automating workflows, and freeing up your team's valuable time, the newfound time can be focused on what truly matters–crafting exceptional marketing campaigns and onboarding new clients. 

It's the strategic edge that separates good agencies from great ones.

Utilize technologies as much as possible to automate processes that require little to no thinking. Consider having a team member whose role is to determine what to automate.

Dustin Fatch, Founder, Marketing Done Right

Key Takeaways for Growing Digital Marketing Agencies 

Growing a digital marketing agency is a journey filled with challenges and opportunities. For agency leaders, navigating the twists and turns requires a clear understanding of the key principles that underpin successful scaling. 

Managing Cash Flow is Critical for Ensuring Financial Stability. This allows you to invest in growth and innovation. Late payments from clients can be a significant hurdle, but with clear payment terms and effective financial tools, you can maintain a steady cash flow and keep your agency on track.

Streamlining Processes is Vital for Handling Increased Workloads Efficiently. When your agency relies on well-defined workflows, you minimize errors and enhance productivity. Documenting these processes and involving your team in continuous improvement efforts creates a robust operational foundation.

Consistency is the key; keep working hard and find growth-minded individuals and help them in their growth journey.

Khurram Shahzad, Founder & CEO, Digilatics

Hiring and Retaining the Right Talent is One of the Biggest Challenges. A strong team is the backbone of your agency's success. Hire decisively, use paid trials for technical roles, and invest in automation to reduce routine tasks. These practices will help you build and manage a high-performance team that drives your agency forward.

Maintaining Client Relationships Becomes Increasingly Complex as You Grow. Exceptional service is key to retaining clients and building long-term partnerships. Regular communication, understanding your clients' businesses, and seeking feedback strengthen these relationships, making your agency indispensable to both potential clients and new clients.

Focus on building strong relationships with your team and your clients. Trust and reliability are, in my opinion, the cornerstones of a successful marketing agency.

Ruben Roel, President & Founder, Investigator Marketing

Leverage Technology and Tools To Transform Your Operations. Embrace project management software, automated reporting tools, and communication platforms to streamline workflows and improve efficiency. Carefully selecting and implementing the right systems ensures that your agency runs smoothly and scales effectively.

Your Agency Website Should Reflect Your Commitment to Excellence. Drink your own champagne by making sure that your website serves as a hub for your marketing services. 

Never lose sight of your why. I got into this business to help businesses grow. When you lead with your why, the other stuff falls in line.

Joshua Kimmes, Owner, Bear North Digital

Be Patient, Change Doesn’t Happen Overnight: The bigger and bolder the move, the more time it might take to understand the results.  

Sometimes, it takes time for a new strategy to provide evidence that it will work. We made a fundamental shift in our positioning, and it took almost three years before it clearly delivered results.

David Metcalf, Managing Director, Distl

Ready to implement the fantastic insights brought to you here by our industry experts? Get started by streamlining your client reporting and data management processes using AgencyAnalytics!

Access robust tools for tracking, reporting, and optimizing your agency’s digital marketing efforts, and manage your operations more efficiently and effectively.