Taking the brand/agency partnership to the next level
Summary
In a joint presentation, Sharon Conner (search marketing strategist at Autodesk) and Chad Gingrich (senior SEO manager at Seer Interactive) compared the brand/agency partnership to dating. Agencies have access to data across a client set and can anticipate industry changes or suggest creative strategies that have worked on other sites. Every brand or agency is unique, and if both sides come into the relationship remembering that it will be easy to customize the work, they’ll find a way to create the results both parties are hoping for. Next, Cindy Yerkie (global SEO technical lead at Hewlett Packard Enterprise) and Bill Hunt (president at Back Azimuth Consulting) talked about the challenges within an enterprise-level company, HP. Allow your agency to solve complex problems and act as the expert you hired them to be by including them in the problem-solving process and aligning incentives.