Marketing RFIs: The 2025 Playbook for Vetting Your Next Agency Partner

TL;DR – A Marketing RFI (Request for Information) is a low‑pressure, high‑insight questionnaire you send to potential agencies so you can compare real capabilities before you sink weeks into full proposals. It saves time, surfaces red flags early, and strengthens every step that follows.

What Is a Marketing RFI?

A marketing RFI is a structured set of discovery questions that lets you gather top‑line intel on an agency’s services, industry experience, tech stack, and cultural fit—without discussing exact budgets or scopes yet. Think of it as your scouting report for the vendor landscape.

RFI (Request for Information) – Best for early-stage research, RFIs help marketing teams explore the vendor landscape and gather high-level insights on services, experience, and tech compatibility. They are ideal for narrowing down a long list of potential partners without requiring full proposals.

RFP (Request for Proposal) – Once a shortlist is formed, the RFP digs deeper. It invites vendors to offer detailed solutions, strategic approaches, and budget estimates. This tool is used when you're ready to compare full-service proposals from a select few contenders.

RFQ (Request for Quotation) – The RFQ is all about precision. It’s typically used when you know exactly what you need and just want line-item cost breakdowns for comparison. Best suited for standardized or commoditized services.

Why Marketing RFIs Matter in 2025

Information overload is real. 83 % of today’s B2B buyers prefer a self‑directed discovery process—RFIs package the right info at the right time.

Speed wins deals. More than 75 % of organizations say faster, better‑organized RFIs shape early buyer perceptions and help vendors respond quickly.

AI & privacy upheavals. With cookies crumbling and regional privacy laws tightening, marketers need partners who can prove compliance before contracts are signed.

When Should You Issue an RFI?

• Exploring a new channel—e.g., TikTok ads, podcast sponsorships, or answer‑engine optimization.
  
  
• Pre‑qualifying agencies before you invest weeks writing an RFP.
  
  
• Clarifying complex, multi‑region launches that require local compliance expertise.
  
  
• Benchmarking market rates ahead of annual budget planning.
  
  

Key Components of an Effective Marketing RFI

Company background – who you are and why this initiative matters.
Example: “We’re a Series B SaaS company entering the APAC market and looking for regionally fluent agency support.”

Project overview & goals – objectives, target KPIs, success definition.
Example: “Our goal is to increase enterprise demo bookings by 30% through LinkedIn lead gen.”

Vendor questions – skills, vertical experience, sample results.
Example: “Share a case study of B2B SaaS client work in cybersecurity or fintech.”

Submission guidelines – format, word limits, deadline.
Example: “PDF format, max 5 pages, due by September 12 at 5PM EST.”

Evaluation criteria – how you’ll score answers (optional but powerful).
Example: “We’ll score based on relevance (40%), innovation (30%), and team experience (30%).”

Step‑by‑Step Guide: How to Write a Marketing RFI

Draft an engaging overview

‍Start with two concise yet compelling paragraphs. Describe your company’s background, market positioning, and what prompted this vendor search. Example: “We’re a Series B B2B SaaS company expanding from North America into APAC. After doubling our user base in 2024, we’re seeking strategic partners to help drive demand gen and brand visibility across SEA markets.” This gives vendors enough context to self-qualify.

Provide project context

‍List specific pain points, tech stack, and market challenges. Example: “Our current martech stack includes HubSpot, Clearbit, and Segment. We’re struggling with lead quality from paid social and need a fresh approach to funnel segmentation for enterprise buyers in regulated industries.” This helps agencies assess fit and bring relevant ideas.

Ask 5–8 tailored questions

‍Avoid vague or yes/no questions. Instead, structure prompts that reveal how an agency thinks. Example: “Describe your approach to targeting IT decision-makers in regulated sectors via LinkedIn.” Or: “Share a campaign where you grew pipeline by 30% using a hybrid ABM strategy.”

State logistics

Be precise about what, how, and when to submit. Example: “Please submit a max 5-page PDF response by Friday, Sept 12, 5 PM EST to rfi@yourdomain.com. Late or non-compliant submissions won’t be reviewed.” Also, specify any formatting or naming conventions.

Outline next steps

Clarify what happens after the RFI and when vendors will hear back. Example: “We’ll review responses by Sept 18 and notify shortlisted firms for chemistry calls by Sept 20. Selected vendors will be invited to respond to a detailed RFP in early October.”

How to Respond to a Marketing RFI: Step-by-Step Guide

When your agency receives a marketing RFI, it’s your opportunity to inform, position, and pre-qualify your firm for future project bids. Here's how to respond strategically:

1. Understand the Intent of the RFI
   An RFI is typically used by organizations to gather information about potential partners before issuing a formal RFP. Start by thoroughly reviewing the document to understand:
   
   • The business objectives behind the inquiry
     
   • Scope and focus areas (e.g., branding, performance marketing, automation)
     
   • Specific technologies or services of interest
     
   • Submission format and deadline
     Highlight keywords and themes so you can align your answers with their strategic direction.
     
     
2. Assign Roles and Clarify Internal Timeline
   Even though RFIs may seem less demanding than RFPs, a coordinated team response matters. Assign owners for:
   
   • Capabilities and service descriptions
     
   • Relevant experience and case studies
     
   • Tools and methodologies
     
   • Submission formatting and final QA
     Set internal milestones to ensure a polished, timely submission.
     
     
3. Provide Clear, Concise, and Relevant Information
   Tailor your response to show how your agency aligns with the prospect’s industry, challenges, and goals. Include:
   
   • A short intro about your agency (size, core services, areas of specialty)
     
   • Highlighted vertical or industry expertise (e.g., B2B SaaS, eCommerce, healthcare)
     
   • Sample client challenges and how you solved them—briefly
     Avoid marketing fluff; focus on clarity and substance.
     
     
4. Detail Your Core Offerings and Process
   Clients want to understand how you work. Outline:
   
   • Your approach to discovery, strategy, execution, and optimization
     
   • Tools or platforms you commonly use (e.g., HubSpot, GA4, Segment)
     
   • Collaboration style (weekly check-ins, shared dashboards, agile teams, etc.)
     Showing structure and methodology builds trust, even at the RFI stage.
     
     
5. Include Select Case Snapshots
   Unlike an RFP, you don’t need deep dives. Instead, offer:
   
   • 2–3 short case study summaries
     
   • Focus on problem, approach, and top-line result
     
   • Align them with the themes mentioned in the RFI
     If they mention omnichannel ROI tracking, share an example where you improved attribution accuracy.
     
     
6. Avoid Pricing but Acknowledge Budget Alignment
   RFIs rarely ask for pricing, but it’s helpful to:
   
   • Mention whether you offer flexible engagement models (retainers, project-based, hybrid)
     
   • Reassure them that your solutions are scalable to varying budgets
     You can say: “We typically tailor scope to budget ranges provided in later phases and have worked with early-stage startups and enterprise teams alike.”
     
     
7. Polish the Delivery
   Just like an RFP, professionalism matters:
   
   • Keep formatting clean and easy to skim
     
   • Ensure naming consistency and tone alignment
     
   • Include a friendly but clear closing statement
     
     
8. Make Follow-Up Easy
   Conclude your response with:
   
   • A warm thank-you
     
   • A point of contact for further inquiries
     
   • Openness to discuss via call or presentation
     Example:
     "We’d be happy to share more details or walk through our capabilities during the week of September 18. Please reach out at info@youragency.com."
     
     
9. Submit on Time in the Required Format
   Follow all instructions to the letter—especially around:
   
   • File format (PDF, Word, etc.)
     
   • Subject line
     
   • Any form templates or cover sheets
     This sets a positive tone for future RFP collaboration.

Respond to RFIs 10x Faster with Inventive AI – Your AI-Powered RFI Response Software

Best Practices for Sending & Managing RFIs

• Keep it under two pages – This is important because vendors are more likely to respond thoughtfully if your RFI is concise. Long documents often lead to vague or templated replies because agencies don’t have time to tailor lengthy answers.
  
  
• Invite 4–6 vendors – This number strikes the right balance. Too few, and you won’t get enough perspectives. Too many, and the review process becomes overwhelming and inconsistent.
  
  
• Offer a Q&A window – Good agencies will ask clarifying questions. Giving them a chance to do that encourages engagement and ensures you get high-quality responses.
  
  
• Use a standard template – This ensures that all responses follow the same format, making it easy to compare key points like pricing, strategy, or team structure across all submissions.
  
  

Scoring Matrix & Common Red Flags

Use a structured 100-point rubric to objectively compare RFI responses. Here’s a sample breakdown:

• Experience (30 points): Does the vendor have a strong track record in your industry?
  Example: If you're a B2B SaaS company, look for case studies in SaaS—not ecommerce.
  
  
• Strategy (25 points): Are their proposed approaches thoughtful and customized?
  For instance, do they explain how they'd handle your specific audience challenges?
  
  
• Cultural Fit (15 points): Do their values and communication style align with your team’s? You could assess this by tone and team structure.
  
  
• Tech Integration (15 points): Can they work with your martech stack (e.g., HubSpot, Salesforce)? Look for real integration examples.
  
  
• Completeness (15 points): Did they follow all your instructions? Were any sections left blank?
  
  

Watch out for these red flags:

• Copy‑paste answers: If their responses feel generic and could be used for any company, it suggests low effort.
  
  
• No vertical-specific results: Lack of industry-relevant examples means they may not understand your audience.
  
  
• Over-promising without data: Claims like “We always double leads!” with no numbers or proof should raise eyebrows.
  
  
• Ignored submission rules: If they submit in the wrong format or miss the deadline, that’s a signal of future communication issues.
  
  

Emerging Trends to Factor Into Your RFI

• AI‑Driven Campaigns. Ask how vendors leverage generative AI for content or bid optimization—and how they govern outputs.
  
  
• Cookieless Tracking. Probe for experience with server‑side tagging and first‑party data.
  
  
• Sustainability & DEI Reporting. More brands now require ESG data in vendor disclosures.
  
  

Pitfalls & How to Dodge Them

• Misaligned internal goals – Before drafting your RFI, ensure that all internal stakeholders (e.g., marketing, procurement, leadership) agree on project goals and success criteria.
  Example: If marketing wants leads but sales wants pipeline, your RFI will confuse vendors.
  
  
• Overly broad questions – Avoid vague prompts like “How do you approach digital marketing?” Instead, ask specific, measurable questions such as “Describe how you would increase SQL conversion rates by 20% for a SaaS company with a 3-month sales cycle.”
  
  
• No timeline for next steps – Failing to share what happens after the RFI leads to uncertainty and low participation.
  Example: “We’ll shortlist vendors for RFPs by October 1” helps manage expectations and keeps quality vendors engaged.
  
  

Real‑World Examples & Templates

• E-commerce SEO RFI – A retail brand issued an RFI to shortlist agencies specializing in organic traffic growth for high-SKU product sites. They asked for experience with structured data, internal linking, and content hubs.
  
  
• B2B SaaS Demand Gen RFI – A mid-sized SaaS platform used an RFI to assess agencies for scaling LinkedIn lead gen across the US and APAC. Questions focused on funnel optimization, regional messaging, and case studies with $100k+ ACV clients.
  
  
• Multi-brand Social Media RFI – A holding company managing 5 lifestyle brands requested RFIs from social media agencies with experience in multi-account scheduling, community management, and influencer reporting.
  
  
• Higher Ed Content Marketing RFI – A university sought partners to grow applications through blog and SEO content. Their RFI asked about CMS compatibility (WordPress/Drupal), content production scale, and voice alignment for academic audiences.
  
  

Downloadable templates from HubSpot, Responsive, and Bonsai can serve as starting points—customize them to match your industry and brand tone.

Leveraging Tech & Automation

Platforms like Responsive and Inventive.ai auto‑tag answers, manage a vendor database, and cut evaluation time by up to 70 %. Doc‑automation tools such as Canva Docs and Google Smart Chips can pull live metrics directly into your scoring sheet.

After the RFI: Turning a Shortlist into an RFP

• Host chemistry calls or request a micro‑audit.
  
  
• Issue a focused RFP with clear scopes and budgets.
  
  
• Track performance against the KPIs you set back in the RFI once the contract is live.
  

Conclusion

A marketing RFI isn’t administrative overhead—it’s strategic insurance. By clarifying needs early, you protect time and budget, shortlist only best‑fit agencies, and pave the way for data‑driven partnerships that last.

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