In tough economic times, marketers are held even more accountable for their budget dollars. To help you identify the best products and partners in which invest, here are key factors to consider when evaluating whether or not a marketing plan or strategic partner is worthy of your budget dollars:

➊ Does your partner provide turnkey service? If you’re spending too much time thinking about the day-to-day production of your marketing pieces, it may be time to find another marketing partner.

➋ Does it allow me to send custom messages to my audience? Avoid syndicated approaches or “customizable” platforms featuring content that may not be relevant to your readership.

➌ Is it targeting my desired demographic? Make sure your strategic partners are capable of pinpointing desired targets within your primary service area or those within an income category, specific type of household, or other key qualifier.

➍ Can I measure the results? Whether motivating a specific behavior through calls to action or surveying readers to glean specific insight into how your strategy influences their perceptions and preferences, make sure your marketing program provides a set of ROI solutions that clearly deliver proof of performance and drive accountability for your marketing dollars.

➎ Does your marketing partner provide excellent customer service and value-added benefits? A true partner should be considered an extension of your team—willing to go the extra mile to ensure your success. If you must lead your marketing partner or aren’t receiving timely responses to your requests, it’s time to look elsewhere.