AMS · Agency SourcingProcurement notes for marketing buyers

Category · Amsterdam

The best Digital Marketing Agencies in Amsterdam

Digital marketing is the widest label on this list, which makes it the easiest to buy badly. The useful first move is deciding which half you are outsourcing: the thinking or the doing.

What you are buying

  • Strategy work: audience, positioning, channel mix and a plan with a budget attached. Bought in weeks, not months.
  • Execution: campaigns, content, landing pages, reporting. Bought as ongoing capacity.
  • Buying both from one supplier is convenient and removes the check on whether the plan was any good.

How it is priced

  • 55%Retainer with scopeFixed monthly fee against an agreed list of activity.
  • 22%Hours drawn downA pool of hours, spent as priorities move.
  • 23%Project feeA defined piece of work with a start and an end.

Rough share of engagements. Drawn-down hours suit teams whose priorities move weekly; a scoped retainer suits teams that can commit to a quarter.

Running the selection

Ask for the plan they would run in the first ninety days and what they would need from you to run it. Vagueness here predicts vagueness later.

Have them explain your current numbers back to you. An agency that has read the analytics before the meeting is telling you something about how they work.

Test the handoff: who writes, who designs, who builds the page, and how long that chain takes for a simple change.

Put these in the contract

A single source of truthOne agreed definition of a conversion, in one place, before anything starts.
Attribution honestyA supplier who explains the limits of their own attribution is more useful than one who does not.
Baseline before launchRecorded and shared, or every later claim is unfalsifiable.
Test cadenceHow many experiments per month, and who decides what wins.
In-house transferWhat your team learns to do without them.

Ask before you sign

  1. What would you do in the first ninety days, and why in that order?
  2. How do you define a conversion for us, and where is it counted?
  3. Which of these activities should we bring in house within a year?
  4. How many experiments would run in a typical month?
  5. What would make you tell us to stop spending?
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