Since AI is now ubiquitous in marketing, the critical question is no longer *if* an agency uses it, but *how*. A strong partner can articulate how they integrate AI to improve operations while ensuring the final output is strategic, on-brand, authentic, and human-led.
Look for a marketing partner who will educate you and your team, not just execute tasks in a black box. The most valuable agencies explain the 'why' behind their strategies, leveling up your entire organization's marketing knowledge and fostering a more collaborative, effective relationship.
Instead of focusing on long-term commitments, ask a potential agency what happens if you want to end the contract early. A truly confident partner, who believes in the results they can deliver, won't try to trap you with hidden fees or restrictive clauses.
Don't accept generic reports filled with vanity metrics like web traffic. A valuable marketing partner translates data into business insights, explaining what the numbers mean for your actual leads, conversions, and revenue, and how they will adjust strategy accordingly.
Many agencies build assets like websites or ad accounts under their own ownership, effectively "renting" them to you. This traps you, as leaving means starting from scratch. Mandate that you, the client, own all accounts, data, and assets from day one.