How B2B CMOs Manage & Hire Agencies – A Discussion with Matt Heinz and Katie Hollar at Clutch

Summary

This blog highlights a video discussion with Matt Heinz, Founder and President of Heinz Marketing, and Katie Hollar, VP of Marketing at Clutch, as they unpack the fundamentals of building a reliable pipeline. Matt shares valuable insights on how to hire agency partners, setting clear accountability standards, and fostering strategic alignment. With a focus on specialization, open communication, and shared goals, he reveals what it takes to create marketing partnerships that truly perform.

By Lisa Heay, Director of Business Operations at Heinz Marketing

We’re nearing the end of 2024, and planning for 2025 is in full swing. If you want to elevate your B2B marketing game, dive into a recent conversation with Matt Heinz, Heinz Marketing’s President and Founder, and Katie Hollar, VP of Marketing at Clutch. They tackled the essentials of building agency partnerships that drive real results.

• His journey into B2B marketing and founding Heinz Marketing
• Key tips for hiring an agency (hint: specialization beats the “one-stop shop”)
• Setting partnerships up for success with clear ROI expectations and accountability
• The power of open communication (and why a “friendly audit” can be a game-changer) 

This talk is packed with actionable insights for marketing leaders looking to build lasting partnerships that move the needle. 

Visit here to watch the full interview, but keep reading below for some highlights from the conversation…

The Importance of Setting Yourself Apart

Katie: When you’re working with clients and go-to-market leaders, the agency selection process can be pretty nuanced. What are some key learnings you’ve seen that indicate an agency might be a great fit for a particular client’s needs? Or by contrast, it’s probably not a great fit?

Matt: If you’re waiting until an RFP goes out or there’s no relationship until they’re ready to choose an agency, you’re just a commodity at that point. Your best strategy is to be the most generous person in the room, sharing your expertise and building individual relationships with future buyers. If you are in an RFP situation, we have a “friendly audit” – a one-hour judgment-free review of someone’s pipeline fundamentals. By showing your generosity and expertise without asking for much in return, you show that you’ll be a thoughtful, productive partner.

Katie: How can a potential buyer of those services go into that conversation and demonstrate if this is going to be a good fit? What can the buying leader do to set that conversation up for success?

Matt: Be transparent about your situation. Don’t pretend everything’s fine – you’re seeking outside help because something isn’t working or you need to expand beyond your current capacity. Focus on the agency’s reputation and what precedes the relationship, not just their presentation. Leverage references, asking not just about the work but how they were to work with. Be open to the process, understanding that it’s not always perfect the first time.

How to Choose a Marketing Agency

Katie: As companies evaluate the right provider for them, do you recommend looking first for industry specialization or more for specific functions like brand or demand? Where do you start that evaluation to narrow down potential providers?

Matt: Start with clarity on your objectives. Figure out who is the best in the world at achieving those objectives. One mistake companies make is wanting one agency that can do everything – that’s a unicorn. You benefit by having specialists do specialist work, whether based on industry or a specific job to be done. As a service provider, find your niche, lean into it, and be the best in the world at that work or outcome.

How to Measure ROI with Your Agency Partners

Katie: How should marketing leaders hold their agency partners accountable for metrics or KPIs? How do you work with clients to ensure the work is clearly demonstrating impact on their marketing goals?

Matt: Clarity of objectives is crucial, not just what an agency will deliver, but what outcomes are expected. The working relationship and values fit are also important. We include our values and what we expect from clients in our proposal template. Treat it as a true partnership with clear outcomes and understanding of how you’ll work together.

Katie: What best practices have you found for keeping that open, collaborative relationship going and fostering open communication and feedback, not just through onboarding but beyond?

Matt: It’s got to continue with separate cadences of conversations. Have production team meetings, but also check-ins with executive sponsors to discuss what’s working, what’s not, and any changes in the organization or market that could require pivoting. Have both horizontal and vertical layers of conversations to ensure you’re on the right track and not missing important signals.

The Human Side

The part of the discussion that resonated with me the most is how Matt described building relationships with partners and understanding that we’re all human. Too often we forget that people are just that…people. And when working in a professional setting, people still bring their feelings, worries, and lives into work, despite our best efforts. To set yourself apart in any relationship, personal or professional, relating to someone on a human level goes a long way in building trust and longevity with that partner.

Watch to the end for a couple fun, rapid fire questions to Matt and hear more about who he would swap roles with for a day, his favorite MarTech tool he can’t live without, and his favorite podcast.

When searching for an agency to support your 2025 objectives, don’t settle; find one that aligns with your goals and values. Visit here to watch the full interview, and to learn more about Clutch, visit their website: https://clutch.co/.

Want to chat? Email us for a free brainstorm session!