🌟 Editor's Note
Q2 2025 numbers are in and 2928 companies shared their 1H highlights and lowlights. Our database now has over 63K digital marketing agencies and Martech SaaS companies.
I’m going to say the quiet part out loud.
Most marketing agencies struggled in Q2 2025.
The numbers are in from agencies I have detailed financial data. And the pattern is clear:
Retainers aren’t being reduced—they’re being cut entirely.
Clients aren’t spending more—they’re spending differently.
The only growth is in automation, analytics, and data engineering—requiring new technical skillsets and leaner delivery models.
📉 Who’s Shrinking (and Fast):
Full-Service Agencies (–3%)
Web Design (–5%)
Creative & Branding (–7%)
Content Marketing (–9%)
CRO Agencies (–11%)
📈 Who’s Growing (Against the Current):
RevOps Agencies (+25%)
LinkedIn Agencies (+18%)
Influencer Agencies (+12%)
Email Marketing (+10%)
Analytics Shops (+5%)
Of the 47 categories of agencies, only 11 reported revenue growth in 1H 2025
What are the ones that are growing doing better?
“We shifted to RevOps - focusing on automating parts of the B2B prospecting cycle” - Aaron, Email Marketing Agency founder SFO
“We had to cut 7 people and move a few to contract. We are streamlining our onboarding with n8n” - Cynthia, Klaviyo agency, Boston
As always - feel free to drop me a note with questions.
