Marketing Briefs in an Agency – Adam Rowles; Inbound Marketing Agency (Perth)

Summary

In this interview, Adam, founder of an inbound marketing agency, shares his journey from building websites in 2007 to creating a successful business in 2015. He discusses the importance of effective marketing briefs, focusing on understanding clients, their objectives, and their target audience. Adam emphasizes the role of clear, concise briefs that align with specific marketing activities and the growing role of AI in marketing. He also provides valuable advice for marketing students and graduates, stressing the need for experience, learning, and adaptability in the ever-evolving digital marketing landscape.

Takeaways

• 😀 Adam has been working in marketing since 2007, starting with building websites and studying information systems at university.
• 😀 In 2015, Adam founded an inbound marketing agency after recognizing a gap in the market for content-driven marketing strategies.
• 😀 Adam’s agency employs over 10 people in Australia and has global team members. They have experienced 30% growth year on year for the past three years.
• 😀 Marketing briefs play a crucial role in an agency. Adam has been handling marketing briefs since 2007, evolving from web design to a variety of digital platforms like Facebook and Google Ads.
• 😀 The most important part of marketing briefs is understanding the business goals and customer needs. Clients often need education on why specific questions are asked.
• 😀 Effective marketing briefs must have a clear structure, focusing on understanding the business, its customers, and the marketing objectives (e.g., lead generation, brand awareness).
• 😀 During the briefing process, Adam's team holds internal meetings to discuss the client’s industry, create a list of questions, and then communicates with the client to refine the brief.
• 😀 One common mistake in marketing briefs is having either too vague or too lengthy content. The brief should be concise and focused, while also specific enough to guide execution.
• 😀 Adam stresses the importance of integrating marketing briefs into a CRM system for easy reference. A brief is only valuable if it’s continually accessible and used for ongoing projects.
• 😀 Artificial intelligence (AI) is playing an increasing role in marketing. Adam's agency integrates client briefs into AI prompts to produce tailored and effective content, especially for tasks like website copywriting.
• 😀 Adam advises marketing students and new graduates to seek diverse experiences across different businesses. The key to success in marketing is learning continuously and refining skills, with a focus on gaining hands-on experience.

Q & A

What motivated Adam to start working in marketing?

Adam's interest in marketing began in 2007 when he was studying Information Systems at university. He started building websites and reverse-engineering Google's algorithm, which led him to earn money and sparked his interest in the marketing field.

What is the main reason Adam founded his inbound marketing agency?

Adam founded his inbound marketing agency in 2015 after noticing a gap in the marketplace. Many agencies were not effectively using content marketing, which he saw as a key tool for business success.

What are some key statistics about Adam's inbound marketing agency?

Adam's agency has over 30 clients, 10 team members in Australia, and 4 globally. The business has grown by 30% year on year over the last three years.

How does Adam describe the most important aspect of a marketing brief?

Adam believes the most important aspect of a marketing brief is ensuring that the client understands what the agency is trying to achieve. The questions asked should help the agency understand the business, its customers, and its goals, as well as the desired outcomes of the marketing efforts.

What process does Adam's agency follow when creating marketing briefs?

The process involves team meetings to understand the industry and client needs, followed by compiling a list of questions. These questions are sent to the client, followed by a follow-up meeting to discuss the answers. The brief is then stored in a CRM system for future reference and easy access.

What are some common difficulties with marketing briefs in agencies?

Common issues include briefs being either too short and vague or too long and unclear. Additionally, briefs may include irrelevant questions that do not help execute the marketing activities, reducing the effectiveness of the brief.

What did Adam wish he knew about marketing briefs when he started in the industry?

Adam wished he understood the importance of asking questions that are directly related to the marketing activities and ensuring that the brief is clear and actionable for the team to execute effectively.

How is artificial intelligence (AI) influencing marketing briefs in Adam's agency?

AI is used in Adam's agency to enhance marketing efforts by integrating AI with the marketing brief. The agency inputs the client brief into AI prompts to generate tailored content, leading to superior results compared to generic responses.

What tips does Adam give to students learning about marketing briefs?

Adam advises students to talk to as many people as possible, including experts, clients, and team members, to understand various perspectives. He also emphasizes the importance of continuously refining marketing briefs by understanding the purpose behind each question.

What general advice does Adam offer to new marketing graduates?

Adam advises new graduates to gain as much experience as possible, including working with local businesses, to understand different business objectives, budgets, and marketing channels. He also suggests keeping an open mind and continuing to learn as the marketing field is constantly evolving.