Fix the Backend, Free Up the Work: Data + AI for Modern Marketing Agencies
- Mclain Reese
- Jun 12
- 2 min read
By Mclain Reese
Marketing agencies have more tools than ever—but, with that, more pressure.
Clients expect fast, personalized, data-driven campaigns. Internal teams are juggling tight timelines, shifting scopes, and tech stacks that don’t always play nice. Both the demand and the churn is constant.
That’s where smarter data infrastructure and AI automation come in. Not to replace creativity—but to make the backend operations smoother, quicker, and more reliable.
The Common Headaches
Even with a solid CRM and campaign tools in place, most agencies still run into the same issues:
Contact-Company Confusion When contact records aren’t properly tied to companies, communications miss their mark. It makes targeting harder and reporting murky.
Messy Account Hierarchies Parent-child account relationships—especially in platforms like HubSpot or SugarCRM—can be tough to track. But they’re essential for segmentation and performance insight.
Hitting the Wrong People All it takes is one wrong data point to send your best campaign to the wrong inbox. Without clean data, even brilliant creative falls flat.
What Better Data + AI Actually Do
This isn’t about buzzwords—it’s about real fixes to recurring problems.
Automatic Contact-Company Associations AI-powered data pipelines can keep your CRM clean by automatically linking contacts to the right companies. Updates push straight into HubSpot, so your campaigns stay on target.
Clearer Account Structures Build and maintain multi-level account hierarchies in your data layer, then sync them to your CRM. The result? Better reporting and smarter targeting.
Smarter Segmentation Using Data Flags AI can tag contacts based on job title, seniority, company match, and more. That way, your list pulls the right people—and your message lands better.
What It Looks Like in Practice
One advertising agency partnered with Interloop to improve how they were targeting email campaigns in HubSpot. The team was manually uploading Excel files with lists of contacts—a time-consuming process that often led to errors.
Interloop helped them automate that flow. Using dynamic data flags, we mapped each contact to the right company, role, and campaign segment—then synced it all into HubSpot.
The result? Sharper targeting, more reliable execution, and several hours a week freed up to focus on campaign planning and creative. Less time in the weeds. More time on the work that moves the needle.
Ready to Take This Off Your Plate?
Whether you’re deep in campaign season or just trying to clean up your CRM, Interloop meets you where you are. Our agency partners count on us to simplify the backend—so their teams can stay focused on what they do best.
Let’s talk about what’s possible and your marketing agency’s potential to do more with data – start here.
