13th March 2020 - 5 Min Read Time

Partnering for Ecommerce Personalisation Success

Partnering with the evolving world of technology

The digital market is evolving at such an astounding rate that any business can find it hard to keep up and know about new technology developments.  In the agency world there is a constant need to be scalable to not only attract, but also successfully service, new clients as well as their existing ones.

A modern digital agency is a business that combines online marketing and analytical techniques with software development. The bottom line is that agencies need a consistent source of quality clients and additional revenue streams into their businesses.

Agency clients can equally struggle to stay abreast of new technologies in the market and in the most part will struggle for time to research, implement and manage new tech ideas so in the most part will look to their incumbent agency for recommendations and services to fulfil.

Which is great, however…

However, agencies have at their core a set of well honed, perfected and proven digital and ecommerce services that they effectively implement and optimise daily for their clients. The full list of services provided by digital and ecommerce agencies is huge: strategy content creation, social media marketing, search engine optimisation, digital design, ecommerce development, UX and UI, the list goes on.  The question is whether an agency has the capacity to development additional software needed by their clients to fulfil additional requests. This is where partnering with successful SaaS companies comes into play. It’s a win-win scenario all round.

Imagine the scenario

Let’s use ecommerce personalisation as an example here. Not only because that is what we at PureClarity specialise in, but because over the last two years this topic has been the key agenda point on every ecommerce and marketing expo worldwide.  Clients are attending these expos and reading about the growing need to offer a personalised online experience to their customers to survive. Their first port of call will be to their incumbent digital agency to provide the solution. They want the additional revenues and improved conversion rates that ecommerce personalisation guaranteed to deliver.

What are the options?

Option 1: Let the client research providers themselves

Not ideal as it’s time consuming and expensive for them, plus it doesn’t shine any agency in a good light in terms of customer service and value added. Having spent time myself heading up ecommerce teams across several verticals, the time wasted on searching for the perfect software solution was extremely frustrating either because it didn’t work correctly, or it didn’t deliver what was promised. If I had had an agency with trusted partnerships with various software providers, life would have been a whole lot easier.

Option 2: Suggest providers that you have heard about

Again equally not ideal given the vast range of features and price points available in the market. Any credible agency knows their clients objectives, resource and budget restrictions so the benefits would look very similar to those above in option 1.

Option 3: Partner with an established ecommerce personalization software solution provider

By understanding the benefits and features available and directly offering your clients the solution as you can help them implement and optimise. Clients will generally on-board any recommendations made by their incumbent agency and be thankful for the negatives associated with options 1 & 2.

Option 3 provides gold stars all round and here are some of the main reasons why:

Additional revenue

Agencies benefit from partnerships by generating additional revenue. In many cases that may be passive, recurring revenue – the sort of revenue that shows on the bottom line without lifting a finger. The type of ROI every business would like. Successful SaaS companies offer comprehensive commission structures for client referrals which over time add up to a very decent income for an agency.

You can partner with others in the same field as their feature offerings and price points may differ and you will have clients with different requirements and budgets.

Additional strings to your services bow

New software enables new services. The time and resource it would take an agency to develop a fully comprehensive set of AI-driven personalisation features is vast. SaaS companies are entirely dedicated to perfecting their offering and can provide not only multiple layers of features and pricing, they can offer freemium models, self-service adoption, onboarding academies with direct and quick support to both the agency and their client when needed.  Not only will the client love the fact their agency has a direct solution to implement but one that can easily be packaged with additional services to increase your revenue.

Further increase your clients ROI

SaaS companies have broad client bases which clearly showcase the great results they are delivering. By partnering with a successful SaaS company and integrating their activity agencies can further increase the overall ROI being delivered to the client.

Reduced risk

When an agency builds their own software to sell to clients, they are solely responsible if there are bugs or downtime. Maintaining their own software is a massive, ongoing cost to any agency.  By partnering with a tried and tested provider that has flushed out any of those issues, agencies can have peace of mind that all is and will be taken care of. The beauty of reselling and recommending proven, existing software is that they can focus on what they’re best at — marketing strategy, consultancy and development — and leave ecommerce personalisation to a dedicated team of developers and testers working on it all day every day.

Increased exposure

One of the perks of being a certified partner with a SaaS is that they list Partners in their marketplace or directory. Not only that but they will offer access to markets they may not yet have been exposed to.   SaaS companies are good at marketing themselves and by partnering will enable co-marketing opportunities such as webinars, blogs, content creation, email marketing and social announcements.  Every little bit of exposure for an agency helps both sides build reputation, trust and in turn qualified leads.

Increase in leads generated

Not only will the SaaS company have many existing clients who need a good digital /ecommerce agency in place, but their own lead marketing efforts will drive leads as mentioned above. Referring to option 1 of your choices of whether to partner, SaaS companies get many leads from businesses requesting integration directly and are often vocal on additional digital requirements they have. Those requirements are probably something an agency would love to pick up. Clients who are looking for a very specific type of agency usually don’t care where the agency is located; they care about the results they provide.

Receive guidance and training

When Partnering with a SaaS it is in the best interest for all that full training on the software from implementation, onboarding and optimisation is provided. Not only does this offer plenty of help and guidance so an agency knows the software inside and out but can recommend it to their clients effectively.

So, what next?

If you run a digital marketing or ecommerce agency and have (or haven’t) made the plunge, or are thinking about it, we at PureClarity would love to hear from you. Contact Andre de Gaye today at andredegaye@pureclarity.com to find out more.

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