“What experience do you have in my industry?” It’s a pretty typical question I get from prospective clients. I always share the most relevant experience we have, but in the back of my mind, I’m also weighing the pros and cons of industry specialization.
So, should you hire a marketing agency that’s deeply embedded in your industry, or one with a broader, industry-agnostic approach? Here’s my take.
The Case for an Industry-Specialized Agency
Pros:
Established industry connections – A specialized agency likely has relationships with key players, media outlets, and influencers within your space.
Shorter learning curve – They already understand the market, customer behavior, and competitive landscape, which can speed up execution.
Industry-specific insights – Experience in your sector may have given them a head start in knowing what creative approaches work, common customer pain points, and proven marketing strategies.
Faster ramp-up time – They don’t need as much onboarding to grasp your value proposition, challenges, and goals.
The trade-off:
With all these benefits, why would anyone consider an industry-agnostic agency? It turns out there are some compelling reasons.
The Case for an Industry-Agnostic Agency
Pros:
Fresh perspective – A broader view across multiple industries helps uncover creative strategies and trends that industry insiders might overlook.
Value-based selection – Instead of choosing an agency based on niche experience, you can focus on their core strengths—whether that’s data-driven optimization, innovative storytelling, or growth-focused strategy.
Less competition for attention – If a specialized agency works with multiple companies in your industry, you have to trust they’re prioritizing your interests fairly.
Flexibility and adaptability – Industry-agnostic agencies are used to learning new markets quickly and pivoting strategies based on what drives results, rather than relying on standard industry playbooks.
Business-first focus – Every company, regardless of industry, ultimately aims for growth and profitability. An outside agency can help you focus on financial performance rather than getting bogged down in industry norms.
Objective thinking – Every industry has its own biases and conventional wisdom. A fresh perspective helps challenge assumptions and uncover new opportunities.
Which Approach is Right for You?
There’s no universal answer—it depends on what you’re looking for in an agency partnership. If your industry has highly specific nuances, regulations, or networks that an outsider would struggle to navigate, a specialized agency might seem like the safer choice. But safe doesn’t always mean better.
Industry-agnostic agencies bring fresh ideas, cross-industry insights, and a focus on business outcomes rather than rigid industry norms. They challenge assumptions, adapt quickly, and prioritize what actually drives results—rather than simply repeating what’s always been done.
For us, being industry-agnostic isn’t just a preference; it’s a strength. It allows us to apply high-level strategic thinking, leverage deep financial insights, and craft innovative solutions without being boxed in by conventional wisdom. While we know this approach isn’t for everyone, for businesses looking to break through plateaus and drive meaningful growth, it’s exactly what they need.