"There are still a lot of agencies and boutique web shops who don't have the search marketing expertise in-house, but their clients are asking for it as soon as they launch the site. This program is for them," said
The premise of the program is to partner with agencies that have limited or non-existent search marketing expertise to sell Pear's services to clients at a healthy discount. Pear does most of the heavy lifting and the agency can simply act as a point-person, or take on a more hands-on role if they wish. The agency no longer has to blindly refer these services for little or no benefit, and can actually make significant profit in the process. Proceeds come from not only the wholesale discount, but also from the additional billable hours that could result from the online campaigns, such as landing page design, banner ad graphics, and much more.
Pear began beta testing the partner program nearly two years ago with Parscale Media (now Giles-Parscale) -- a leading web design and development shop in
Kelly says that the company has done extensive research into about 15 agencies nation-wide who deal with small and medium-sized business clients. The results were interesting. None of the agencies could point to an industry leader in terms of a "go-to" partner to handle Internet marketing, despite being in a saturated industry with an abundance of options and pricing. While most believed in the power of Internet marketing for their clients, the skepticism was centered around: "How do I sell this? How do these products integrate with our current process? And who is responsible for what?"
Pear believes they have answered these questions by providing the agency with a set of tools to help qualify customers and recommend the right package based on an extensive needs analysis. The agency can then use Pear's online marketing plan builder to create a custom search marketing plan for the customer, complete with predictions on how well the campaign will perform over time. The agency has the option to incorporate the entire plan builder module into their own website and match their current styling. This way the client has a seamless relationship with the agency, and feels less like a "handoff."
Kelly says that in this model, the agency no longer has to front any project costs and can avoid receivables since Pear's system handles all of the billing through an advanced payment system that takes payment up front and automates the recurring billing cycle.
Pear has added several agencies to the program from
Keywords for this news article include: Software, Marketing, Advertising.
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