For the better part of a decade, my business development role involved talking to companies like NASA and SpaceX, talking about high and low-cycle fatigue limitations of their spacecrafts. And, while the space industry will always have my heart, after an intriguing conversation with Liquid’s leadership, I saw an opportunity where my skills and perspective could make a real impact in the world of digital marketing.
So, in February of 2024, I made the leap to join Liquid as the VP of Strategic Growth. To my surprise, the amount of technical expertise needed in the marketing industry was equally complex and might even confuse some rocket scientists! To date, it’s only been an 11-month crash course, but I’m excited to be in such a dynamic environment where it seems learning never stops.
After gaining valuable insights from the incredible minds here at Liquid, engaging with dozens of clients across diverse industries, and attending various events for marketing leaders, here are some key lessons I’d like to share about working with a marketing agency.
1. No company should take on all their marketing alone.
Even the most resourceful internal teams can always benefit from external expertise. This is admittedly something I didn’t fully grasp at first. Personally, I used to think it was more than possible to handle marketing entirely in-house—especially with access to all the tools, technology, and talent. But I’ve realized that marketing is about more than execution. It’s about strategy: staying ahead of trends, leveraging outside perspective, and finding that elusive “x-factor.” Marketing agencies can offer fresh ideas, highly specialized skills, and a broader understanding of what works across industries. All this can help companies achieve goals they might not have even considered possible!
2. When it comes to quality, you get what you pay for.
Something I’m learning quickly: marketing doesn’t always get the love and attention it deserves. And when times are tough, the marketing budget is usually among the first to get cut. This leaves marketing teams facing tough decisions—sometimes ones that can kill a campaign. Whether it’s finding the cheapest solution, rushing project timelines, or neglecting the strategic planning phase, cutting corners often results in failing to connect with your audience or achieve any lasting impact.
On the other hand, the most successful companies are typically spending more on their marketing, and it’s a huge factor in their success. Investing in top-notch pros (you know, like Liquid 😊) can be the difference between a forgettable campaign and a game-changing one.
3. Specialization is key: no one excels at everything.
In the complex landscape of marketing, specialization is crucial. Much like in aerospace engineering, it takes a whole supply chain to build a rocket. At the top, the OEM can leverage a lot of expertise in the plan to build the rocket, but they need the forge shops, the tube mills, the testing houses, and more to come together to form the finished product. While business units can excel in multiple disciplines, being an expert in every function simply isn’t done.
In the same way, while some internal marketing teams can be comprehensive within mid- to large-sized organizations, the most successful teams recognize their core strengths and strategically collaborate with trusted partners to fill any gaps. It’s key for marketing teams to understand how to purposefully build out a professional network. Only then will they be closer to guaranteeing the best results.
4. Relationships and communication drive success.
Marketing is fundamentally a human-centric venture. Beyond technical skills and creative strategies, how you work together can make or break a marketing initiative. Clear, transparent, and consistent communication builds trust between the agency and the client, creating a healthy environment where great ideas can flourish.
With the sheer number of agencies around every corner, relationships and referrals are what drive growth and success. The interesting part about this is that unlike an insurance broker or mortgage company, marketing agencies don’t all produce the same deliverables. That means specialization (see above) and great working relationships need to go hand-in-hand.
5. Beyond skill, marketing requires fit and synergy.
While relationships, communication, and talent are important, the best marketing partnerships really shine when there’s true alignment and chemistry. Marketing has a subjective side, and when the creative vision resonates with all involved, the results can be extraordinary. But creative ideas that spell success for one company may not land the same way with another, and that’s okay—it only means you need to find a different perspective everyone shares.
Fun fact: this is the secret to Liquid’s success. Our average client relationship lasts seven years (which also happens to match our average employee tenure). It’s a testament to how aligning the right people with the right companies make for the best mix. By carefully matching our strengths with our clients’ needs, we create lasting partnerships that thrive and deliver consistently impressive results. It’s this commitment that supports our ability to establish trust, build collaboration, and achieve impactful outcomes.
It's Called a Marketing “Launch” for Good Reason…
Take it from me: marketing is extremely complex. It’s so much more than running ads or pushing out promos. It’s a finely-tuned mix of technical know-how, creative thinking, strategic planning, and genuine connection.
If you want to unlock your true potential, play to your strengths and build strong relationships to fill those gaps. Most importantly, think about creating synergy. When all the pieces come together, marketing can go from another cost to another engine for growth and innovation.
It’s true: the journey to understanding marketing is never really over. Tools and tech will continue to change and so will your audience. The best thing we can do is to stay curious, adapt, and stay humble—because the learning never stops.
Is your marketing ready for liftoff? Click here to get in touch and discuss how Liquid’s expertise and insights can fuel your growth journey.