When you hear the term “white whale client,” you can probably picture one that your agency has wanted to land for some time now, has had the opportunity to pitch, or you’ve recently won their business, and now they’re investing in your digital marketing services. Each agency will have its own definition of a white whale client, but there’s one universal truth: they require elite performance to retain them.
What does a white whale client look like at your agency? It could be one or any combination of the following:
A notable business in your local market
A business that spends over a certain (high) dollar amount in marketing
A major regional, national, or global corporate entity
A specific, notable brand in an industry that you serve
A company that you’ve admired for some time that you’ve always wanted to work with
A nonprofit or government organization that shares values you’re strongly aligned with
There are also many other parameters that you could use to define what a white whale client is. For many agency leaders, when you have the opportunity to pitch the whale, you remain laser-focused on landing the account and may have to “figure out the rest later” once the work agreements are signed.
This is a common reason why agencies like yours talk to us at Conduit Digital on a regular basis. They’ve landed one of, if not the biggest client in their agency’s history, and now they need to deliver on what they pitched.
If you’re in that situation and you’re looking for what to do next, this guide is for you. Today, we’ll be going over everything that you need to know about what to do once you’ve landed the white whale client.
Start By Considering How the Whale Impacts Other Clients
The first step when you’ve landed the whale is to consider how it impacts other clients. If you’re a mid-sized agency with 10-20 clients, having one big white whale client can be great from a revenue perspective, but something that needs to be considered is the workflow and resources this account requires.
Consider whether or not you have the capacity to devote the same amount of attention to your other clients as you do with the white whale. If not, you may want to consider outsourcing some tasks or hiring new employees in order to make sure all of your clients’ needs are taken care of properly.
Next, Consider Your Team's Skillset and Expertise
Another important step is to consider your team’s skill set and expertise when it comes to the white whale client. If you don’t have the right people in place, then this can be a major roadblock to success.
Take some time to think about who on your team has the right background and skillset to handle the work that will come with having a white whale client. Do you need to hire additional employees with specific skill sets? Do you need to join forces with an external partner to fulfill any aspects of your ad operations needs for the campaign?
Leverage Technology For Efficiency and Scalability
Leveraging technology is also key when it comes to managing a white whale client. Technology can help streamline processes, increase efficiency, and ensure scalability as the scope and needs of the account increases.
Look for software or platforms that can automate various tasks associated with managing the white whale client, such as optimizing campaigns, tracking performance metrics, setting alerts, etc. These types of solutions will not only save you time and money but also help you be more efficient when it comes to managing and servicing the white whale client’s needs.
Get Help From a White Label Partner
Finally, don’t be afraid to reach out for help if you find that managing a white whale client is becoming too much of a challenge. There are plenty of digital marketing agencies and white label partners who specialize in taking on the responsibility of managing complex campaigns with high-profile clients. They may also offer expert-managed services that you do not currently offer in-house, saving you the headache of crash-coursing new digital disciplines that you may not realistically have time to learn.
By partnering up with an experienced agency or white label partner, you’ll be able to free up more time and resources for other important tasks related to servicing the white whale client. Plus, you can rest assured knowing that the client is in good hands.
When searching for the right white label partner, look for one that not only claims to offer elite performance but also has the means to back up these claims. Also, consider how they communicate with your agency, how their processes integrate (or don’t) with your own, and whether or not they can truly scale with you.
If you’ve recently landed a white whale account, let’s talk. At Conduit Digital, we partner with established and successful North American advertising and marketing agencies to deliver elite performance, backed by proactive communication and comprehensive reporting, for your clients.
To learn more about how you can unlock the power of 17 digital channels through one single partnership, connect with Conduit today.