Sydney-based digital marketing agency RedPandas, worth $15 million, has been acquired by US sales and marketing training company IMPACT.
The acquisition comes after years of RedPandas and IMPACT implementing a similar strategy of training clients to run their marketing independently. The self-developed framework known as, TAYA - They Ask, You Answer was created by IMPACT partner Marcus Sheridan.
Moby Siddique, CEO and owner of RedPandas, said the traditional agency methodology was broken and that inspired the RedPandas model.
"With agency account managers taking on too many clients and expected to deliver on value, the average digital marketing agency is slow, terrible at creating client content and fails at trying to juggle to many clients at once," Siddique said.
"We took the standpoint to do our jobs so well for our clients that they eventually wouldn't need us anymore. That's what is happening now, with many of our clients so well-trained in marketing strategy and delivery, they can self-manage the process. We can strengthen this offering even more by working with IMPACT and their methodology."
RedPandas still offer clients the option of a traditional full-service digital agency 'Done for you' model and tailored sales and digital marketing training. Together RedPandas and IMPACT are coaching to empower clients with sales and marketing training/coaching to never need an agency again, aka ‘Done by you’.
RedPandas will continue to offer a managed service for clients who require full support. CEO, Moby Siddique sees enabling clients to self-manage their marketing as their primary growth opportunity over the next decade.
Marcus Sheridan said it made sense to see what we and RedPandas could achieve together.
"What they're doing is completely in sync with our strategy, giving the power back to businesses to self-manage the marketing and sales process. Our systems and experience help to push them onto a new level while we learn from their extensive knowledge of the APAC market," Sheridan said.
While Siddique looks forward to helping current clients with the transition to ‘Done by you’ marketing, he was quick to confirm the traditional support options continue to form a critical part of their business.
"For some clients, having an external agency doing their digital marketing will always be the best choice. Even for those clients, including our existing full-service done-for-you clients, we truly believe they should aspire to graduate from their digital marketing agency to enjoy the exponential traffic, leads and sales results TAYA practitioners achieve," Siddique said.
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