I’m at the point where I need to partner with people in the US and Europe to scale my campaigns, but I literally don’t know anyone. How do you evaluate whether someone is actually good at what they do and won’t just take your money and disappear?
The risk feels real. There are so many agencies and freelancers claiming expertise in influencer marketing and cross-border campaigns, but how do you tell who’s legit? References can be faked. Case studies can be cherry-picked. Portfolio pieces don’t tell you what actually went wrong or how someone handles problems.
I’m also cautious about cultural mismatches. I need partners who understand Russian business culture and can actually collaborate with me, not just take a brief and execute it their way.
I’ve heard stories of founders getting burned by bad partnerships—missed deadlines, miscommunications, campaigns that completely missed the mark. I want to avoid that, but I also can’t spend months vetting every potential partner.
What’s your process for evaluating partners? How do you actually figure out if someone is trustworthy before you commit? Do you do a trial project first? Ask specific questions? Look for certain red flags?
The best way to vet someone is to actually work with them on something small first. I always recommend a trial project—nothing huge, maybe $2–5K, something you can evaluate in 4–6 weeks. You learn so much from how someone actually works that you can’t learn from a sales pitch.
Watch for: Do they deliver on time? Do they communicate proactively or do you have to chase them? Do they ask smart questions about your brand, or do they just execute the brief? Do they push back if they think something won’t work, or do they just nod and do what you say?
That trial period reveals way more about trustworthiness than any reference check. Plus, if it works out, you’ve got a partner for the long term. If it doesn’t, you’ve learned valuable lessons and you’ve only risked a small budget.
One other thing: ask potential partners about other international clients they’ve worked with. Not just North American clients—actually cross-border work. That experience matters.
Also, trust your gut on communication style. If someone’s hard to reach or vague in early conversations, they’ll probably be the same when you’re their client. Responsiveness and clarity are non-negotiable foundations for any partnership.
Ask for detailed case studies, not just portfolio pieces. Specifically ask: “What was the goal? What was the result? What didn’t work, and how did you adapt?” Real case studies include failures and learnings, not just wins.
Then dig into the numbers. If they claim a 10x ROI, ask how they’re calculating it. Ask for references from clients where campaigns didn’t go perfectly, not just their best work. Ask what their average client retention rate is—if people don’t stick around, that’s telling.
Also, evaluate their analytical rigor. Do they track metrics that matter to you? Can they articulate a clear measurement framework before you even start? Agencies that get sloppy with metrics are dangerous.
I’ve partnered with teams across Europe, and here’s what I really care about: do they ask questions about why I do things the way I do? Or do they just want to optimize based on their playbook?
The partners I’ve kept are the ones who tried to understand my company’s philosophy, our target customer, what we actually care about—not just the campaign mechanics. That takes more work on their end, but it’s worth it because they’re not just executing; they’re problem-solving with you.
Also, references are useful, but talking to partners directly is invaluable. Do a video call. See if you can have a real conversation or if it feels staged. Ask them about a campaign that went badly and how they handled it. Their answer matters way more than their pitch.
From an agency perspective, here’s what I look for when vetting partners: experience with your specific vertical (influencer marketing counts, but influencer marketing for tech startups is different from influencer marketing for fashion), proven ability to scale (can they handle growth?), and actual relationships in the markets you’re targeting.
When someone claims relationships with influencers or brands, ask them to make an introduction to one person. Not a formal reference, just an intro. If they can’t or won’t, they’re probably overstating their network.
Also, be explicit about expectations upfront. Put deliverables, timelines, communication frequency, and performance metrics in writing before you start. If someone balks at that level of clarity, you don’t want to work with them. Clear contracts protect both parties.
Structurally, I’d set up a vetting process that’s tiered. First tier: review their case studies and analytical approach (you can do this via email). Second tier: reference calls with 2–3 of their recent clients. Third tier: a proposal and strategy call where they show how they’d approach your specific challenge.
Only if they pass all three do you move to a trial project.
During the second tier, specifically ask references: “What could this partner do better?” “Have there been communication issues?” “What surprised you about working with them?” References will be positive, but the nuances in how they’re positive matter.
One final signal: do they take time to understand your market and your specific context, or do they try to apply the same solution to everyone? Partners who customize their approach are usually partners worth keeping. Partners who say “here’s our proven playbook, we just execute it” are risky.