You can’t stop marketing. However, in the current economic climate, you may not feel like you can afford to continue marketing.
So what do you do?
Many companies try to find a middle ground by outsourcing some functions to external agencies, consultants, and partners. However, according to Promethean Research, the number of digital agencies in the U.S. has increased 54% over the past five years. With all these options, how do you know if you’re choosing the right partner for you?
We developed York IE’s marketing practice specifically for growing technology companies. We help you build brand awareness through a drumbeat marketing philosophy and develop results-driven go-to-market strategies using cutting-edge practices and technology.
Think of us as a challenger firm – a high-level strategic advisory firm that is more nimble than a traditional agency. We are an extension of your team. This means we can offer a wide range of full marketing programs and deeply bespoke programs to suit your GTM needs, from website development to content marketing and operational execution.
Clients often switch to York IE after experiencing the typical disconnects with traditional marketing agencies or public relations firms: high hourly rates, disjointed communication, and excessive deal deliverables that miss the bigger picture. I will know; I’ve been working on the agency side for over 10 years, so I’ve seen it from all angles.
It’s different when you feel like a partner rather than just another customer. Don’t you trust me? Just ask Michael Collins, VP of Marketing at Lytica. Our team helped Lytica secure media coverage from its Series A announcement, generate lead traffic from a new eBook, implement HubSpot to enhance marketing automation, and more.
“York IE hires diverse talent, so we can test specific hypotheses and then strengthen effective strategies,” said Collins. “This variety of capabilities makes York IE more of a partner than a standard contractor. They provide guidance on campaigns that have worked. This feeds into our larger content strategy. And they have the talent to execute those strategies and campaigns.”
We begin every engagement by understanding your vision, strategic goals and immediate needs. We’ll then guide you through every step of a successful marketing program to fill in the gaps and help you grow.
Here are 7 things that set York IE apart from other external marketing options:
1. We understand the pace and pace of technology company growth.
York IE is a growing technology company, so we are uniquely qualified to help your business grow.
We are constantly working to grow our own brands and provide the same best practices to our customers. We know what works in marketing today and how to grow organically without spending your entire budget on paid advertising and paid media opportunities. Unlike big name agencies that move slowly, we understand the pace and pace of startups. The world we live in is why we can handle tight deadlines and timely transitions.
We aim to make you feel like a true extension of your team. Here are two examples from talented marketing directors: Meaghan McGrath and Cassandra Cattabriga. Meaghan was the rare recipient of an “Auditoria OG” sweatshirt, which is only awarded to primary members of the Auditoria team. Meanwhile, Launchable had Cass so deeply immersed in her team that she flew all the way to Japan for a week of full meetings.
2. Communicate your marketing strategy. and execution.
You’re not just looking for marketing help. You want expertise that takes into account the broader goals of your business. York IE lets you see the bigger picture.
This means combining both strategies. and execution. Many agencies provide detailed plans and playbooks without actually helping clients execute those strategies. A plan is great, but if you don’t have a team to execute it, how will you see results?
Large agencies tend to be siled. For example, if you work for a PR firm, they Only Focuses on writing press releases or promoting media outlets. You’re addressing the critical components of external communications, but are you again measuring their impact on your business? Are you connecting with different aspects of your marketing team to ensure one message is being shared?
York IE gives you access to the resources you need for all aspects of growth marketing – content, distribution, measurement, and more – all in one service.
We’re here to not only help you define your strategy, but also handle the day-to-day aspects of actually implementing that strategy. Whatever your goal is to drive more website traffic, increase social engagement, optimize your content, or ensure your CRM is set up, we have the people and technology to help you achieve it.
3. We do not charge expensive hourly rates.
Most marketing agencies charge clients by the hour. This often creates a more transactional and task-oriented relationship.
Use up all your billable hours by the 15th of each month so you can feel good and dry for the rest of the year. Or, you could be stuck in an ongoing scope conversation wondering how big your bill will be.
York IE takes the guesswork out of budgeting with its customers and monthly retainers. We stick to the scope of what we can typically provide, while also maintaining the flexibility to help whenever you need it.
Have you had a big launch this month that needs a PR push? We covered all aspects of the launch, not just the press release.
Looking to engage your social media followers and think outside the box ahead of a big conference? That’s in our wheelhouse, too. We like piecemeal marketing. Our team is here to support your goals, not just move on to the next task without hitting a quota for a few hours.
4. We adapt to changing business needs.
Additionally, the overall program can be expanded over time to Grow with your business. Unlike traditional companies, we don’t rinse and repeat every month. We want to build a foundation with you, grow to the next level, and constantly challenge you to get to the next level.
We want to make sure they’re doing things that actually move their business forward. We are always focused on efficiently increasing revenue for your business.
Our team will help you:
- Implement a system to track outbound and top-of-funnel activity.
- Create compelling messages and content that grabs buyers’ attention.
- Distribute that content through owned, acquired, and paid channels. and
- Create dashboards to measure the effectiveness of your efforts and continuously improve performance.
And for early-stage clients, we help you get your message across and meet your ideal customers where they are.
5. We provide expertise for website projects.
Your website is critical to GTM functionality. This is often the first impression you have on potential customers, investors, and partners. Your website is your opportunity to tell the story of who you are, how you can help your customers, and why you are the best choice.
York IE provides comprehensive website services. We’ll help you handle everything from website copy creation to site backend development. Once you’ve established your website’s basic message, we can help you build a marketing strategy to drive customers to your site.
It is difficult to find this level of strategic and practical guidance across subject areas anywhere else in the market.
6. We rely on automation and data-driven decision-making.
Marketing is both an art and a science. We try to balance both for our customers.
Our team members offer expertise in everything from storytelling to SEO to CRM management. We complement this experience with proprietary data and automation technologies that help you gain better insight into your market and competitors.
It all comes back to efficiency. We want to spend more time on the most valuable and strategic elements of your program. That’s why we use proprietary AI tools to automate more menial marketing tasks, so you can spend your time on the finer points of the strategies we develop together.
7. We provide additional resources to help you grow your business.
York IE is more than just a marketing agency. We are an advisory and venture capital firm. We provide advisory as a service across product, GTM and finance.
We look at things holistically and utilize these other resources to help you get advice or redirect your energy to other goals. Whether you want to use our services across a variety of functions or simply need guidance from experts in another field, we’re here to help.
Your marketing goals will evolve as your business evolves. Find a partner who can scale with you. A person who is not afraid of challenges and can flexibly respond to changing needs.
Do you think working with York IE would be better than working with an existing agency? Start chatting with our team today to find out how we can help you scale your business efficiently.