Marketero · Entrevistas
Jesse DeBear's Insider Secrets to Scaling Your Ad Agency FAST!
26 ideas de marketing sacadas de «Jesse DeBear's Insider Secrets to Scaling Your Ad Agency FAST!», de Professor Charley T. Sobre todo de retención y…
- 26 ideas despiezadas
- Fuente Professor Charley T
- Dura 56 min
- Publicada en 2024
Ver la entrevista entera en YouTube
De qué habla
Las 26 ideas de esta entrevista se reparten así entre las etapas del marketing. El reparto es lo que distingue una entrevista de otra: dice en qué se detuvo de verdad quien hablaba.
Las 26 ideas, con su cita y su minuto
Cada una está sacada de un punto concreto de la entrevista. El enlace del titular lleva a
la página de esa idea, donde se ve quién más la dice por separado; el del pie salta al
segundo exacto del vídeo para que la compruebes tú.
Retención y relación con el clientePara diferenciarse más allá de la ejecución básica, el proceso de incorporación (onboarding) de clientes debe ir más allá de solicitar accesos y canales de comunicación: debe incluir preguntas profundas sobre la historia de origen del negocio, miedos y objeciones de sus clientes, marcas aspiracionales y documentación personalizada de marca.
step one after the contract is signed is onboarding the onboarding process and I see a lot of agencies that just do the basics and for the most part that's fine right like the purpose of onboarding is to say like okay this is what you purchase this is what we need to get moving uh we got everything give me access to everything give me your assets and we set up a slack Channel and you know we need your goals and here we go but what makes it memorable I think is like if you really extrapolate on that and you go beyond just the uh like the basics and you dive into the gray area and you keep all…
Escúchalo en el minuto 32:35
Adaptar el formato y duración de las reuniones según el perfil del cliente
Retención y relación con el clienteLos gestores de cuenta deben calibrar su estilo de comunicación al tipo de cliente: los perfiles corporativos y fundadores orientados a datos prefieren reuniones ultraeficientes que les devuelvan tiempo y entreguen resultados directos para reportar a sus jefes, mientras que los fundadores emprendedores valoran que el equipo se interese por la historia y visión de su negocio.
think sometimes client Market fit is just I've been with extraordinarily Dr focused Founders who don't give a like minutes we're booking an hourong call you need to give them 45 minutes back and get them to spend more money next other side and all I had to do was make him look good to his boss who wrote a Founders you're dealing with like someone that just has a job there it's the marketing manager director or maybe founder entrepreneur side I think more ask what was the origin story and why did you start the business and tell us like your account manager comes in they have to know really…
Escúchalo en el minuto 35:33
Auditar el esquema de incentivos y compensación del equipo al contratar una agencia de medios
Canales de adquisiciónAntes de contratar una agencia de marketing o compra de medios, se debe investigar cómo está estructurado el equipo asignado a la cuenta y cómo se le remunera. Saber si los gestores directos cobran comisiones vinculadas al rendimiento del cliente o solo un salario fijo permite prever si actuarán como socios proactivos alineados al crecimiento o si requerirán supervisión constante para rendir.
much with the bigger ones but if you're you know a a brand and you're looking to hire an agency these are things that you might not think about or know to ask that you should be asking in terms of like how is the team structured how are they compensated how are they incentivized like you want to know who you're working with meet them and understand how they're actually in is this just a job to them do I need to stay on their ass 247 to make sure I'm getting results or is more of a partnership and you want your client to make it feel like this is a true
Escúchalo en el minuto 8:36
Retención y relación con el clienteDurante la etapa de incorporación inicial, el proveedor de servicios debe formalizar las expectativas de tiempos de respuesta, horarios límite de atención y el canal prioritario de contacto (como Slack) para prevenir fricciones en la relación.
the expectations that you're setting um I think aside from just expectations but like boundaries that you're going to set as a service provider like that should be as part of like as like a sub bullet of expectations yeah that 800 PM Friday email when is that going to get re answered yeah yeah I mean preferred communication too it's like hey this is how we're going to do it we're going to do it on slack is that cool with you 99% that how are we going to communicate in the most efficient and effective way right so there's just expectations and and you know when will I answer and uh
Escúchalo en el minuto 52:08
Graduar a los clientes que superan el tamaño ideal de la agencia para fomentar referencias
Marca y posicionamientoEstablecer un límite claro de madurez para los clientes (por ejemplo, hasta 20 o 30 millones de ARR) y derivarlos estratégicamente a agencias asociadas más grandes cuando superan ese umbral permite cerrar el ciclo con éxito y convierte a los fundadores en promotores clave que recomiendan tus servicios a otras marcas en su etapa inicial.
they consider it graduating and they talk to these clients and say like hey we really help you up until your you know 20 or 30 million ARR and then we pretty much will graduate um yeah let you graduate away from us and we'll make those intros to strategic like agency partners that we have that kind of take our top guys um so I think that they're a critical piece of the story and you want to have success during whatever part of that uh that timeline is and have the brand founder speak really highly about you and recommend you know your services to other brands that are where they were when…
Escúchalo en el minuto 20:05
Demostrar valor real mediante tests A/B constantes frente a grupos de control y métricas incrementales
Medición y experimentosEl valor entregado por una agencia o equipo creativo se demuestra superando la percepción subjetiva y reportando el impacto medible: comparativas históricas (año contra año, semana contra semana) y pruebas A/B continuas con grupos de control para evidenciar un incremento incremental real en conversión.
obviously pulling and and visualizing results looking at you know what you were doing previously like how do we compare to your previous agency how do we compare year over year week over week campaign over campaign uh you know the new creative assets that we rolled in versus the topper you know the previous ones are we constantly AB testing are we establishing controls and then testing against those controls to always show incremental lift oh man now you're think obviously communicating just any type of measurable success that that proves out value that's the actual value moving away from…
Escúchalo en el minuto 30:30
Retención y relación con el clienteEn empresas de servicios y agencias, emparejar estratégicamente a ejecutores técnicos y analíticos con gestores de cuentas enfocados en comunicación y relaciones interpersonales mejora la entrega operativa y prolonga significativamente la retención del cliente.
that's all relationships right and 100% a beauty in like having an agency where you can have a team especially if you're pair if you're pairing people up right like strategically pairing one of each of those Folks up or having you know I mean that's really why there's an account manager yeah that uh or a client success director whoever is really the relationship manager that can really step in and be the communication point of contact for the you know the the Jet Pilot to really go in there and execute and be you know precise and be a warrior the different ways you pair people up and and…
Escúchalo en el minuto 15:48
Adaptación e innovación continua en performance marketing
Canales de adquisiciónEn performance marketing no se puede depender indefinidamente de tácticas o productos pasados; es imprescindible adoptar nuevas tecnologías, sincronizar los mensajes creativos con las tendencias vigentes y monitorear proactivamente hacia qué plataformas se desplaza la atención de las nuevas audiencias.
too but I think for a really great agency especially in the Performance Marketing space you know which is where I come from where everything is about results got to be ahead of the curve right you can't just find a product that works and you're like okay great this has been really successful this year and and the previous year like you have to adopt technology you have to make sure that like you're uh evolving the same rate that the creative messaging is is evolving that all the social media platforms are evolving where's the younger generation going who's actually where are all the…
Escúchalo en el minuto 3:11
Oferta y precioLas agencias de producción creativa enfocadas en el tope del embudo pueden generar contratos recurrentes y de mayor valor si amplían su oferta hacia la respuesta directa, entregando páginas de aterrizaje, creatividades estáticas y variaciones cortas de video (10, 15 y 30 segundos) o asociándose con compradores de medios.
onetime uh you know contract they don't have a lot of recurring they evolves um but I think there was a big opportunity for them to really say like supplement it with like everything that's that comes afterwards all the Dr they doing landing pages that match like don't they have static images that are templated you know Dr ads for Tik Tok for Instagram that are going to cut their twom minute spot down into like 30 15 10 second videos um they don't have missing piece of like strategic Partnerships with uh with media buyers you can build you can give sell bigger packages you can retain them by…
Escúchalo en el minuto 25:26
Estrategia y decisiones de negocioPara maximizar el valor de una agencia, la marca debe mantener una rendición de cuentas activa mediante liderazgo interno con conocimiento técnico y delimitar con precisión qué áreas se delegan por completo, cuáles se mantienen bajo control interno y cómo se orquesta la colaboración entre diferentes proveedores especializados.
can be for Brands there's a lot of accountability that needs to happen on both sides right so the brand has to make sure that they've got strong management that's managing the agency asking the right questions has someone that's dedicated and has knowledge in terms of what they're doing um and then there also has to be really good expectations that are set when you're making that agency decision what do we need help with how much do I actually need the agency to take over and how much do we want to have in control and then there's some gray area in terms of like well where do we want to be…
Escúchalo en el minuto 2:12
Estrategia y decisiones de negocioPara maximizar el valor de una agencia, la marca debe mantener una rendición de cuentas activa mediante liderazgo interno con conocimiento técnico y delimitar con precisión qué áreas se delegan por completo, cuáles se mantienen bajo control interno y cómo se orquesta la colaboración entre diferentes proveedores especializados.
can be for Brands there's a lot of accountability that needs to happen on both sides right so the brand has to make sure that they've got strong management that's managing the agency asking the right questions has someone that's dedicated and has knowledge in terms of what they're doing um and then there also has to be really good expectations that are set when you're making that agency decision what do we need help with how much do I actually need the agency to take over and how much do we want to have in control and then there's some gray area in terms of like well where do we want to be…
Escúchalo en el minuto 2:12
Retención y relación con el clienteAl finalizar la primera sesión de onboarding, el equipo de entrega debe realizar una autoevaluación interna para clasificar a los interlocutores del cliente según su nivel de experiencia técnica, su necesidad de formación y su potencial para generar conflictos operativos.
when you finish the first process like the self assessment ask yourself how did it go what were they like who are the players on their side and what are their roles who's going to be difficult who's not who's lacking certain knowledge that we're going to need to educate and nurture maybe who's really an expert in certain areas where like I may not want to step toe-to-toe with them here because I'm gonna even if I'm right going to lose that argument every time yeah you and educating the rest of the team on that um and then you know I
Escúchalo en el minuto 53:02
Medición y experimentosConsolidar el rendimiento de todos los canales y agencias en un modelo centralizado de ROAS del ecosistema permite evaluar el impacto incremental al reasignar presupuestos entre canales, evitando discrepancias de atribución aislada.
crio and what I did was I L I built out this dock that I still used to called the ecosystem Raz Dock and it was literally sit there to measure incremental lift like at a glance in a agency we're going to have all of our agencies you have all of your inhouse teams whatever we're all going to put our performance into a dock and we're going to see like when we invest more in one place what happens like let's get better our Investment Portfolio yeah and
Escúchalo en el minuto 28:45
Oferta y precioLas agencias de servicios pueden crear nuevas líneas de valor y diferenciarse asociándose con plataformas tecnológicas emergentes (como herramientas de vídeo comprable o gestión de contenidos), lo que permite ofrecer capacidades avanzadas a los clientes sin necesidad de contratar equipos de desarrollo internos ni incurrir en grandes inversiones.
like there's these Tech platforms there's all these SAS companies that are coming out that are going to that can allow agencies to develop services that don't require Dev work that don't require full teams and and millions of dollars in investment or hundreds of thousands of dollars in investment um and I don't think they know enough about how to like change their service to be more valuable and be more unique and say hey I can actually create a publishing site uh and create like a whole new environment and offering for my brands that other agencies don't have inhouse or native I don't know…
Escúchalo en el minuto 41:17
Retención y relación con el clienteInmediatamente después de cerrar el contrato, se debe indagar a fondo en los puntos de dolor y objeciones de los compradores del cliente y conectar a nivel personal con el fundador para afianzar la retención y posicionarse como socio estratégico en vez de mero ejecutor.
of that comes down to like you know asking really intelligent questions really getting to know their business what the pain points are ask them you know know what their customers pain points are right like what are what are the objections and fears that your they're really going to appreciate these types of questions because you really separately from the business just get to know them as people right so I think I'm really seeing this person as a partner not just as a a vendor or an
Escúchalo en el minuto 12:17
Escalamiento del alcance de agencia según la madurez de la marca
Retención y relación con el clienteEn etapas iniciales, un cliente requiere velocidad de ejecución y foco estricto en rentabilidad directa (ROAS/MER) en canales mínimos; para retener y expandir la cuenta a medida que la marca crece, la agencia debe ampliar su alcance sumando nuevos canales (búsqueda, shopping, email) y soporte de infraestructura.
but when they're growing like let's say you're working with a smaller uh brand and they're kind of like at the early stage of their their launch like all this fluffy process stuff it's kind of it's really not that important it's all about just executing moving fast keep me you know at a at a strong row as or a strong me like I just have to have money coming in um I need to get to this level need to evolve so I think for a larger agency like you know you can have a critical piece of their Story by saying like hey you're coming in uh this is your your spend level we're only going to do two…
Escúchalo en el minuto 18:32
Contratar agencias con acuerdos temporales para inyectar disrupción e internalizar después
Estrategia y decisiones de negocioCuando el equipo interno se queda sin ideas frescas o pierde impacto, una alternativa eficaz es contratar una agencia mediante un contrato temporal (por ejemplo, a seis meses) para recibir un impulso creativo y estratégico disruptivo, con la meta de absorber luego los aprendizajes de vuelta al equipo interno.
that could be a time to say like Hey we're going to go to an agency maybe we're not looking at it long term it could be a temporary boost and we're going to do a six-month contract and see if they can you know be a little disruptive in what we're doing and then take it back in house so I think there's
Escúchalo en el minuto 46:39
Retención y relación con el clienteLa estrategia técnica de paid media se ha comoditizado porque existen especialistas similares en casi cualquier agencia; la verdadera diferenciación y retención del cliente depende del encaje interpersonal y la habilidad del gestor de cuentas para conectar con la psicología del cliente.
there is a fit to the clients and the agencies although I sadly I see a lot of folks say well the fit isn't about is about the strategy and I don't think it has anything to do with the strategy I think it has to do with the people right yeah because the strategy is a commodity like I think the strategist in the paid social space or paid search like yes that's good but that person exists 12 times under every
Escúchalo en el minuto 39:27
Estrategia y decisiones de negocioEscalar una agencia a ocho cifras frecuentemente dispara los costes operativos, nóminas, asuntos legales y responsabilidades, por lo que una agencia especializada de siete cifras con un equipo pequeño puede dejarle al fundador de 3 a 5 veces más beneficio neto y con menor carga de trabajo.
think to be fair bigger isn't necessarily better either like I know plenty of people that do one thing pretty well and like maybe they're the five million to 20 million agency and they got a five person team yeah and they're really good at that work and they do the same stuff basically every day in and out and they're able to really iterate and get into the weeds of that and their workload is less and their take-home is more yeah than well because the more clients you have you also have larger legal you have larger payroll you have larger liabilities and Jan says like operating costs…
Escúchalo en el minuto 20:46
El riesgo de reemplazo por comoditización frente a la IA y la automatización
Marca y posicionamientoOfrecer únicamente servicios de ejecución operativa estándar (como compra básica de medios o redacción) convierte la habilidad en un commodity fácilmente reemplazable por IA y herramientas de autoservicio; para retener clientes y evitar la sustitución es indispensable incorporar innovación estratégica constante y una propuesta de valor única combinada.
just going to do the the standard hey we do media buying and and strategy however you define it um and creative like that's all just going to be the status quo and then on top of that you've got the AI threat and you have automation threats think like the agencies that they really want to survive you're going to need to move faster and be more efficient and learn all the AI tools now and not look to have strategic Innovation you got to have at least one person in your leadership team that's focused on that that can say we need to we need to change our standard operating procedures our…
Escúchalo en el minuto 42:09
Retención y relación con el clienteLa retención de clientes en agencias y servicios no depende únicamente de los resultados técnicos entregados, sino por igual del valor percibido generado mediante comunicación transparente, alineación constante y una adecuada gestión de expectativas.
relationship and I think that there's there's like the actual value that you drive and then there's the perceived value that you drive and I think that they're weighted equally and the perceived value is not a lie right it like the relationship building it's the setting of expectations it's communicating properly it's making sure have a lengthy relationship like that's where the value is going to going to
Escúchalo en el minuto 11:11
Alinear talento y resultados en agencias mediante comisiones transparentes y sin tope
Estrategia y decisiones de negocioEstructurar la compensación de los gestores de campañas combinando un salario base moderado con comisiones transparentes y sin tope ligadas al escalado rentable de las cuentas alinea los intereses del cliente, del especialista y del negocio. Este esquema fomenta la retención natural del mejor talento, elimina el bajo rendimiento sin necesidad de despidos forzados y garantiza que el aumento de facturación solo ocurra…
speak to like you know the agency that I I came from we were very transparent like it was commission based essentially there was a there was an ask for people to kind of take a haircut on their base with uncapped commission it was very transparent you know your level of your same job had access to so the salaries were there was a lot of transparency there and then it was commission based take-home they would get and the better they did if they could actually scale their clients and we could bill more they would earn more so you had a lot of very well the clients are doing well because like…
Escúchalo en el minuto 6:46
Retención y relación con el clienteEn negocios basados en servicios, la calidad del proceso de onboarding sienta las bases para el éxito del primer periodo de contrato y es el factor clave para conseguir renovaciones, actuando como el equivalente a la recompra en el comercio electrónico.
say that I love the idea here that the perfect onboarding sets up the successful first term because it's about the relationship and it's about getting that second check and making that relationship work because yeah just as you think of an EC business of that person coming back to buy again like in a service business it's do they renew
Escúchalo en el minuto 54:10
Retrasar la optimización de tasa de conversión (CRO) externa hasta alcanzar escala masiva
ConversiónEn la marca Underoutfit, el propio CEO gestionó el diseño de las páginas web sin contratar una agencia externa de CRO hasta alcanzar los 40 millones de dólares anuales en facturación, demostrando que tener un sitio web imperfecto no siempre es el cuello de botella inicial para escalar.
this yeah like for instance at under outfit we didn't hire a cro company like this the CEO is handling like web page design yeah until we got to 40 million a year and like the website was not great but like that wasn't the problem yeah you it seems to be you know producing a lot of a lot of Revenue we're doing all
Escúchalo en el minuto 47:14
Externalizar canales secundarios para asegurar rentabilidad base sin fricción de gestión
Retención y relación con el clienteAl delegar canales de apoyo como el email marketing, el criterio de contratación no siempre debe ser buscar crecimiento exponencial, sino asegurar que un equipo competente ejecute de manera rentable y autónoma para proteger la facturación base sin consumir atención directiva.
opportunity hire for that in a way where like for instance I've hired email teams and sometimes I hired them because I knew they were robust enough to just not do it poorly and if I paid them to do the job I was going to make profit off of that investment and I just needed that box checked yeah like it's checked we're profitable cool done moving on because like I I like that's not what's gonna make me go from 50 to 100 yeah I just need to make like that's what's gonna allow me to not screw up the 50 and their whole job is to make sure that they never need to talk to them and I
Escúchalo en el minuto 47:50
Medición y experimentosDemostrar que las campañas de retargeting no producían impacto incremental neto permitió reubicar 50 millones de dólares en facturación publicitaria en un solo año hacia canales con retorno comprobado.
I think in one year I probably pulled 50 million in billable from crio from like wow just showing that what they did didn't actually produce any result yeah and what we were able to do is say well like just give us that money and then Hey look this number went up by more and so we were really able to prove a bottom
Escúchalo en el minuto 29:11
Seguir leyendo
Esta es una de las 1872 entrevistas despiezadas. Puedes
ver todas, leer las ideas por tema o
empezar por la ruta guiada si no sabes por dónde.