John advises agencies not to rush into new ideas,

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but to maintain a future-focused perspective and connect albania email list recommendations to current priorities. This extends the view from quarter to quarter without being distracted by shiny things.

When it comes to metrics, John focuses on setting goals in analytics and creating attribution models to demonstrate which marketing efforts are directly driving client business growth. While metrics like social media engagement can show positive momentum, what's most important to clients is seeing concrete increases in revenue and customers from specific campaigns.

So in addition to tracking performance, John implemented tools like call tracking to attribute sales to marketing campaigns he ran directly. This shows clear ROI and his work is leading to real customer acquisition.

While the occasional "unqualified" client slips through the cracks, John rarely receives requests or frequent changes from clients because his marketing hourglass process allows prospects to understand the differences between each other and reveals gaps in marketing. This process lets them ask John's agency how to solve these problems, rather than pitching to the client.

By effectively communicating the prospect's perspective and attracting the right prospects, John and his team set the tone for the collaboration from the start. He avoids encountering demanding clients who constantly want to change strategies later on. A relationship begins when you discuss with a potential client what you can do together.