Choosing the right marketing agency can feel risky. Like many accountants, you might feel uncertain after having been locked into confusing contracts or dazzled by jargon. Or simply working with an agency who promised results and didn’t deliver. The good news is that you can remove a lot of that uncertainty by asking the right questions from the start.
Below are ten questions to ask a marketing partner that help you understand what kind of relationship you’re stepping into. Use them during your sales calls. Listen not just for the answers, but for how those answers are delivered. A good partner will happily talk through each point in plain language, invite your curiosity, and make you feel informed rather than pressured.
When you meet with PF, we’ll happily go through all these questions with you: and we’ve added a note under each question about how we approach this.
- Who owns my accounts and data?
- How do you define success, and how often is it reviewed?
- What’s your strategy process, and how do the tactics connect to it?
- What happens if I want to end the contract?
- Who will I actually work with day to day?
- Can I see a sample of your reporting?
- How do you use AI, and what’s still human-led?
- How will you collaborate with my team?
- Do you use the same strategies you recommend to clients?
- What will you teach me along the way?
1. Who owns my accounts and data?
Why it matters: You need full control of your marketing assets: website logins, ad accounts, analytics profiles, email lists and domain registrations. If an agency insists on owning these, it could trap you or limit your ability to leave.
What a healthy answer looks like: “You own everything. We’ll set things up in your name and add our team as users.” They might offer to manage permissions and backups, but ownership should stay with you. Good partners treat your data as your property and will have a clear handover process.
What to listen for: Avoid vague promises or statements like “we manage the accounts for you” without clarifying ownership. Ask specifically how you would regain control if the relationship ends and expect a direct, confident response.
How PF approach this:
- We help set up your analytics, always with you as the owner and PF as a user. Sometimes we’ll be an administrative user, but never an owner: and we’ll make sure you retain full ownership of every account, system, app, and site.
- When we build a website, you own the site and all its contents. Again, our team will have administrative access, but your ownership means you always have control over that site (and even if you later don’t work with us for any reason, we don’t hold your site hostage in any way).
2. How do you define success, and how often is it reviewed?
Why it matters: Success looks different for every firm. For some, it’s a certain number of qualified leads; for others it may be improved client retention or team growth. Without a shared definition, you’ll struggle to measure progress.
What a healthy answer looks like: They’ll ask you about your goals and translate them into measurable outcomes. They’ll suggest regular check‑ins (monthly or quarterly) to review results, adapt plans and ensure you still agree on priorities. A good partner combines quantitative metrics (conversion rates, pipeline quality) with qualitative insights such as brand perception and client satisfaction.
What to listen for: Beware of agencies who only talk about vanity metrics like follower counts or impressions. Sometimes an obsession with metrics can cause firms to forget the long‑term value of brand building. A balanced view covers both data and brand health.
How PF approach this:
- We set headline goals together at the start of our relationship, and review these in monthly strategy calls. Success metrics depend on your goals and audience, and we measure what matters most to you.
- Every month, you’ll receive an Impact Report showing the progress of your analytics (website, social, email, proposals, leads, clients, and others related to your goals)
- You’ll receive a Loom video with every impact report so you can see and hear what’s going on.
- We adapt our communications to suit you, whether that’s video, email, calls or something else. Our focus is on setting and reviewing your goals and metrics regularly so you always know how things are progressing.
3. What’s your strategy process, and how do the tactics connect to it?
Why it matters: Tactics without strategy waste time and money. Solid strategy is built on research, analysis and planning. Asking about their process reveals whether they prioritise groundwork or rush straight into delivery.
What a healthy answer looks like: They’ll outline a repeatable process: understand your audience, set goals, develop messaging, create a marketing plan and only then choose tactics. They should explain how each piece supports the bigger picture and how it will be measured.
What to listen for: If they jump straight into specific channels or promise immediate results, they may be selling tasks. Good partners tailor strategy to your firm’s specific goals and culture. They’ll also be willing to adjust tactics if the strategy evolves.
How PF approach this:
- We always start with a Gap Analysis so you can be clear (based on the marketing analytics & data) what’s working and what isn’t, and where your opportunities lie.
- From there we use our Marketing Map framework to build a strategy tailored to your firm. We look at your audience, goals, messaging and assets before recommending any tactics. The process is documented and repeatable, so you know exactly how your plan comes together.
- Once we’ve built your marketing strategy, we set out a series of 3 month “sprints”: a focused time period to work on the first actions we’ve agreed. Every 3 months we check back in with you, and with this plan, to make sure we’re on the right track and you’re starting to see impact.
4. What happens if I want to end the contract?
Why it matters: Circumstances change. Knowing how to exit protects you from being tied down.
What a healthy answer looks like: “We have a clear notice period and we’ll provide all your assets, logins and documentation at the end.” They’ll respect your decision without pressure and will help transition your work smoothly. Transparent terms in writing are a positive sign.
What to listen for: Watch for evasive answers or penalties that feel punitive. If they get defensive when you ask any of these questions, that’s a red flag.
How PF approach this:
- We recommend you work with us for at least 6-12 months (marketing impact doesn’t happen instantly, and it’s definitely a long term game). However, our contracts are all month-to-month, so you can make any changes you need with 30 days’ written notice.
- If you do move away from us for any reason, we’ll offboard you by sending a full list and folder of any assets we’ve created for you during our collaborative time together.
5. Who will I actually work with day to day?
Why it matters: You need to know who handles your strategy, who executes tasks and how communications work.
What a healthy answer looks like: They’ll introduce you to the team or share biographies. You’ll know your main point of contact and who else is involved. You’ll have direct access to the people doing the work, not just an account manager.
What to listen for: Be wary of bait‑and‑switch tactics. If they can’t name your team or they restrict access to specialists, consider how that would affect your working relationship.
How PF approach this:
- Every client has a lead strategist who knows your firm and coordinates the work. Specialists from the PF team join strategy calls when their expertise is needed.
- You get a dedicated Slack channel with access to the whole team for questions and feedback, plus a separate community channel with all PF clients for accountability and support.
- We also manage projects and communication in Monday.com so nothing gets lost.
6. Can I see a sample of your reporting?
Why it matters: Reports are your window into what’s working and what needs adjustment. They should make sense to you without needing a marketing dictionary.
What a healthy answer looks like: They’ll show anonymised examples that highlight key metrics, interpret the data in plain language and link results back to agreed goals. Reports should help you make decisions rather than just present numbers. They might include narrative summaries alongside charts.
What to listen for: Avoid reports packed with jargon or metrics you don’t care about. A singular focus on metrics can cause your firm to overlook your brand. Good reporting balances data with insights.
How PF approach this:
- Here’s a sample impact report : yours would be custom to you (with your firm, branding, numbers, and notes).
- Every monthly impact report includes a short video from your lead strategist walking you through the results. The first page gives a clear summary with overviews and recommendations. We review these reports together so you understand what’s working and what to do next.
- We are happy to share other demo reports, workbooks, checklists, and processes as we are discussing how the relationship would work.
7. How do you use AI, and what’s still human‑led?
Why it matters: AI tools can save time and offer insights, but human judgement and creativity remain essential. You need to know where your partner uses automation and where human expertise remains.
What a healthy answer looks like: “We use AI to gather data, suggest improvements and handle repetitive tasks; our strategists and writers remain in control of key decisions and creative work.” They should talk about using AI responsibly to amplify thinking, not to replace human understanding.
What to listen for: Agencies that rely solely on AI for content creation or strategy may produce generic work. You’re looking for a balance where technology supports human expertise.
How PF approach this:
- We use AI as a partner, not a shortcut. We combine research, client data, brand voice and real conversations to draft smarter and more quickly, but a human strategist refines every output before it reaches you.
- AI helps us gather insights and create first drafts; it never replaces human judgement or creativity.
- We also offer a custom ChatGPT, accessible to anyone, trained on PF’s years of marketing expertise. It also includes the full content of our founder’s book, The Accountant Marketer, as well as every video, blog post, checklist, and resource we’ve created over the past 14 years.
- This does mean you won’t find our prices being cheaper because we use AI: on the contrary, we charge well for the in depth, custom, strategic work we do. The AI tools are a support, not a replacement. (Just as we’d expect you to use them internally as well – perhaps making routine work more efficient, but allowing you to focus more on advisory and strategic support with your clients.)
8. How will you collaborate with my team?
Why it matters: Marketing doesn’t happen in a vacuum. Your input and your team’s knowledge are critical. A good partner integrates with your internal processes instead of working separately.
What a healthy answer looks like: They’ll ask about your workflows, communication preferences and approval processes. They’ll schedule regular meetings and provide shared tools or dashboards. Collaboration should feel like working alongside another department rather than outsourcing to strangers.
What to listen for: Beware of agencies that plan to work independently or rarely involve you. It sounds nice to “delegate” your marketing, but often that turns into abdication – and then after a few months you realise it’s not marketing that is accurate to who you are and who you serve. Good partners integrate, not isolate.
How PF approach this:
- When we start, our strategic sessions are structured to hear from you. What’s your opinion, your view, your experience – not only with marketing, but with your clients and prospects? We invite feedback from your team as well
- Throughout the relationship, we collaborate with you and your team via Slack channels, Monday boards and regular zoom meetings. We make sure your team knows what we need from them and why.
- We integrate with your processes instead of working separately, so it feels like you’ve added a marketing department rather than outsourcing it to strangers.
9. Do you use the same strategies you recommend to clients?
Why it matters: If an agency believes in their approach, they use it themselves. When their own marketing follows the same principles they’re suggesting for you, you know the process is tested, lived, and refined.
What a healthy answer looks like: “Yes, and here’s how.” They can point to their own content, brand work, website, reporting, SEO, or planning processes and explain where the same thinking shows up. They’re honest about what they’re still improving. They demonstrate alignment between their advice and their actions.
What to listen for: Straightforward examples. Evidence that their strategy isn’t just theory. If the answers feel deflective or overly polished, keep listening closely. You’re looking for a partner who trusts their own approach enough to use it in their business too.
How PF approach this:
- We practise what we preach. PF uses the same strategies we recommend to clients – from consistent content and SEO work to monthly impact reports and measurement of our own marketing. We follow the strategy-first approach outlined in our Marketing Map, and we refine our processes based on our own results before rolling them out to clients.
- We also give away a TON of information. If you go to our Free Resources page you’ll have endless blog posts, videos, webinars, masterclass recordings, checklists, guides, and more. We believe in giving away information, and only charging for implementation (how it affects your firm specifically).
10. What will you teach me along the way?
Why it matters: The best partnerships leave you smarter. Learning how marketing works gives you confidence, helps you make decisions and prevents dependency.
What a healthy answer looks like: They’ll commit to explaining their rationale, showing you how things work and sharing resources. They might recommend training (like PF’s Accelerator coaching group) or share notes of the strategy sessions. Education is part of the service, not an optional extra.
What to listen for: Avoid agencies that dismiss your questions or hide behind technical language. A good partner is open and transparent, and wants you to understand how and why marketing works that way.
How PF approach this:
- We provide client workbooks that house all materials and notes.
- Every meeting is recorded in Fathom and notes are available afterwards if you want them.
- We teach you the ‘why’ in strategy calls and share free resources like webinars, blogs, guides, templates and video FAQs.
- There’s no such thing as a silly question – we’re here to explain anything you’re unsure about, and we encourage you to learn alongside us.
- Oh, and when you sign up for a project or a monthly retainer, you also get FREE access to the Marketing Accelerator – not only for you, but for your entire team. We’ll also send free copies of The Accountant Marketer to anyone on your team. We want you all to understand and enjoy marketing – and for each person to participate in it in a way that fits their role!
Where accountants get stuck
You might hesitate to ask questions because you worry you’ll look uninformed. You might be overwhelmed by jargon or caught up comparing prices. Remember: it’s your money, your data and your firm. You are entitled to clarity. Asking questions like these helps you stay in control and protects you from vendor promises that sound too good to be true.
Want to ask PF any of these questions?
If you’re evaluating marketing partners and want to talk through your answers, fill in our discovery form. We’re always happy to explain how we work and whether we’re the right fit for your firm.
And to read case studies of accounting firms we’ve partnered with previously, check out our client stories.
Related reading
- Strategy → Plan → Action: The marketing sequence most firms skip. Understand why jumping straight into tactics hurts your results and how to build a marketing plan that works.
- How to start marketing when you don’t feel ready (the first pancake approach). Learn why imperfect action beats perfectionism and how to get started with marketing even when you feel unprepared.
- 5 things you can expect from a good marketing partner. Covers nurturing creativity, asking questions, accountability, collaboration, and relationship.
With thanks to Sara Nay for inspiring some of the questions on this post.