How to Use Software to Differentiate Your Agency
Key Takeaways
- Top agencies find low-cost software solutions that scale and amplify their work for clients
- Building software in-house is more effective than outsourcing despite higher perceived costs
- If five agencies pitch the same cookie-cutter solution, software is what sets one apart
- Select tools strategically to amplify service delivery rather than adding complexity
Mike Donnelly from Seventh Sense joins the Agency Journey podcast to discuss how agencies can use software as a competitive differentiator - both by adopting the right tools and by building their own.
The Commoditization Problem
When five agencies pitch the same client with essentially the same content marketing or email marketing approach, there is nothing to differentiate one from another. The services become a commodity, and the conversation shifts to price. Mike explains that the agencies winning in this environment are the ones that bring something extra - a technology edge that amplifies their results.
Software gives agencies a way to deliver better outcomes without simply adding more hours. A tool that optimizes email send times, automates a workflow, or surfaces insights from data can make the difference between mediocre results and exceptional ones.
How Seventh Sense Works
Seventh Sense is a predictive email optimization platform that determines the best time to send emails to each individual contact. Rather than blasting an entire list at the same time, the software analyzes each recipient’s engagement patterns and delivers emails when they are most likely to be opened.
Mike explains that individual communication patterns vary significantly. The more data Seventh Sense collects, the better it predicts optimal send times. For agencies managing email marketing for multiple clients, this kind of technology provides a measurable edge that clients can see in their results.
Building vs. Buying Software
For agencies considering building their own software tools, Mike recommends doing it in-house rather than outsourcing. While outsourcing appears cheaper upfront, it often leads to higher costs and more headaches in the long run. Communication issues, missed requirements, and misaligned priorities can derail an outsourced project.
Building in-house gives the agency full control over the product, the timeline, and the quality. It also creates a proprietary asset that competitors cannot easily replicate.
Selecting the Right Tools
Not every agency needs to build software from scratch. Mike suggests that agencies start by evaluating which tools can amplify their existing services. The goal is to find solutions that are low-cost, scalable, and directly tied to better client outcomes. An agency that packages the right combination of tools alongside their services creates a unique offering that is hard to replicate.