Digital Marketing

How Agencies are Disrupting the SaaS Model

Marketing through Design, Data & Technology

Author

Jordan Carlson

National Account Executive

Monday, April 20, 2020

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Over the past several years, we have seen the boom of "Software-as-a-Service" companies that offer businesses and their employees the tools to do their jobs better without having the IT burden of on-premise software or developing programs in-house. The industry offers everything from self-service, pay-as-you-go programs to large enterprise contracts, and for marketers, there are seemingly infinite platforms, tools, and gadgets that all promise similar results.

We often hear from clients that when they purchase licenses for these types of programs that they are getting a lot more of the software, and a lot less of the service than they originally planned for. In a lot of these instances, companies find that they have been oversold on technology without having the internal resources to effectively implement a solution. Once they are in a contract like this, brands are left with few options. They can either simplify and use fewer of the features they paid for, or they can fork out for pricey implementation partners to help them stand up the solution. This has even enabled a niche industry of agencies focused on implementation to spawn, dramatically increasing the costs of deploying some of these technologies and eating into campaign ROIs.

But what if there was a way to connect with your customers with the right message, at the right time, through the right channel – using the same agency without having to sort through endless software vendors and deal with massive implementation projects?

Seamless Communication & Cost Reduction

By utilizing a full service agency, it allows marketers to gain customer insights with ease and efficiency through analytics and AI, empowering their brand with precise targeting and personalization to reach their customers and increase ROI without having to shell out thousands of dollars to multiple companies. Plus, implementation agencies tend to further fragment the conversation across marketing departments. For example, in order to successfully deploy an email campaign a marketer might have to coordinate between their own internal stakeholders, a creative agency, a data agency, and their implementation partner just to roll out a single campaign. This can chew up internal resources and prevent them from focusing elsewhere, along with increasing the risk of miscommunication or things falling through the cracks.

That’s exactly the reason clients have come to DBM Group looking for a revamped marketing model, which ranges from strategy, design, technology and implementation. Our versatile team includes full stack developers that are able to customize and deploy solutions efficiently while meeting clients’ exact needs, and a creative team to match corporate branding and specifications while reducing costs. In addition, this model allows marketers the agility to get their programs up and running quickly to reach their clients with the most current messaging.

Custom Marketing Strategies

SaaS company tools tend to be one size-fits all. Many solutions are designed through feedback from the software company’s earliest and largest customers. However, every company has needs that do not all fit into the same package deal. Across industries, or even within the same industry, we understand that the needs of marketing software users vary greatly. Take email marketing for example. Some companies have a greater need for transactional emails. For others, it might be content-centric or those who only produce weekly newsletters to internal sales teams or subscribers.

As brands realize the costs and pitfalls of purchasing these “out of the box” solutions, some traditional marketing agencies are stepping up to offer alternatives. As opposed to one-size fits all method, agencies are able to identify the exact needs of their client, and those who have development capabilities are able to create the tools that serve them specifically. Whether it's email, digital ads, loyalty programs or acquisition campaigns, clients are seeing the benefits and efficiency of a one-stop shop that can formulate a cohesive strategy including analyzing the data, utilizing technology, and creating custom solutions for a seamless process across all of their marketing channels.

Learn how a customized marketing solution can serve your brand – get in touch.