How This Agency Uses Client Objectives to Set Better Retainers

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How This Agency Uses Client Objectives to Set Better Retainers

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Episode 87 of The Agency Owner Podcast. Lucas and Luna unpack a concrete case: how a seven-figure B2B marketing agency in Austin shifted from scope-based retainer pricing to an outcomes-based model tied directly to client objectives. The agency — let's call it Signal Peak Marketing — lost two clients in the transition but raised average retainer value by 28 percent and saw retention climb to 92 percent. Lucas walks through the specific framework: a 'Client Objective Scorecard' used in quarterly reviews, and how the agency tied 30 percent of its fee to measurable KPIs like lead volume or demo requests. Luna pushes back on the risk, and they discuss what types of clients this works for — and which ones it scares off. No theory. Real numbers. One episode that could change how you price your retainers. #AgencyOwner #MarketingAgency #RetainerPricing #OutcomesBased #ClientObjectives #SignalPeakMarketing #B2BMarketing #RetainerStrategy #AgencyGrowth #ClientRetention #KPI #PricingModel #ServiceBusiness #FexingoBusiness #BusinessPodcast #MarketingPodcast #AgencyOwnerPodcast #ClientSuccess Keep every episode free: buymeacoffee.com/fexingo

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