Need To Know For The CEO

Episode #2

Collette Easton
Yard Digital

Collette Easton is the CEO of YARD Digital, a UK-based digital marketing agency. Under her leadership, YARD Digital has successfully navigated the rapidly changing landscape of the digital marketing industry, addressing the unique challenges faced by agencies today.

Embracing Change in the Agency Model

Collette’s journey with YARD Digital highlights the significant changes in the agency business model. Traditionally, agencies operated on fixed contract retainers with little performance accountability. However, Collette has recognized the need for a more dynamic and responsive approach.

"Our ideal customers are usually CMOs, and they're constantly challenged at the moment."

Understanding and Adapting to Client Needs

By engaging in conversations with CMOs, Collette has gained deep insights into their challenges. She realized that YARD Digital needed to become a better partner, aligning their efforts with the priorities and preferences of their clients.

"We needed to be much better partners than we have been."

Focusing on Quick Wins and Long-Term Strategy

YARD Digital focuses on generating quick wins that deliver immediate revenue for clients. This approach builds trust and opens the door to tackling larger strategic challenges, such as marketing effectiveness measurement and optimizing media investments.

"Quick wins that generate revenue are usually what's front of mind."

Investing in Measurement Technology

A key differentiator for YARD Digital is their investment in effectiveness measurement technology called Cubed. This technology provides multi-touch attribution and machine-learned propensity modeling, offering clients leading indicators and valuable insights to optimize their marketing efforts.

"We have invested millions over the last eight years in our effectiveness measurement technology called Cubed."

Evolving the Business Model

Collette has led YARD Digital through a significant transformation, moving away from traditional retained agreements to a more flexible, project-based approach. This change has resulted in greater client satisfaction and more opportunities for repeat business.

"We are finding that we're getting commissioned again for more projects because we are delivering great results."

Learning from Mistakes and Building Confidence

Collette reflects on her journey as a CEO, acknowledging the importance of staying connected with customers and not letting average performance persist. Her diagnosis of ADHD has helped her understand her strengths and limitations, allowing her to focus on her superpowers and delegate effectively.

"I've let average performance go on for too long and haven't delegated enough."

Overcoming Challenges and Embracing Strategic Thinking

YARD Digital’s strategy focuses on helping clients with strategic planning and marketing effectiveness. Collette has worked closely with the ZOKRI team to refine their approach, ensuring that the agency stays aligned with market needs and continues to deliver exceptional value to clients.

"The team are really excited about where we're going, and the optimism around the business is just great."

Building Strong Relationships and a Positive Culture

Collette emphasizes the importance of strong client relationships and a vibrant company culture. YARD Digital is committed to being a people-first business, with values that are lived and breathed by the entire team.

"We are a tech and people business, but first and foremost, we're still very much a people business."

Rebuilding Confidence and Looking Ahead

Through ongoing conversations with CMOs and a commitment to understanding market needs, Collette and her team have rebuilt their confidence and are excited about the future. They continue to adapt and innovate, ensuring that YARD Digital remains a trusted partner for their clients.

"Our confidence is back, which is probably the most essential component to making sure that clients are confident that we are going to deliver on what they need."