A few weeks ago, we discussed what to look for in a marketing partner. While it’s always best to shoot for the ideal, it’s also prudent to know what to avoid. There are many mistakes waiting to happen, and being able to spot the warning signs can save you time, budget and a whole lot of aggravation.

Here are five characteristics to look out for — and actively avoid — when checking out a potential IT marketing partner:

1. Cheap
Call it what you will: bargain, low cost. It’s cheap. If your goal is to spend as little as possible, don’t engage an agency; you’ll spend nothing at all! Usually, the lowest dollar cost is indicative of rushed or incomplete service. I’d say the results will speak for themselves, but with a dirt-cheap firm, there will be no results. At the same time, don’t expect a high price tag to be a sure thing. Take the time to understand what an agency is offering, and use that to make a decision.

2. One-off
No effective marketing agency would encourage you to do a one-off project. You need a sustained effort to drive results. A company that’s pushing a one-off has no interest in development a relationship with you — which means it doesn’t have a stake in the results. With one-off projects, there are no consequences for poor service.

3. Activity
If your agency’s only goal is to generate “activity” — from names to meetings — look elsewhere. Quality must factor into the effort. Which would you rather have: meetings … or meetings with qualified IT buyers who have expressed a clear interest in certain solutions that you sell and implement?

4. Turn-key turkeys
The phrase “turn-key” was worn out a decade ago. Anyone who uses it now is either nostalgic for sock puppet commercials or is woefully disconnected from reality. Further, you’re much better off with a marketing partner that will take the time to build campaigns around your specific objects.

5. Experts
If you call yourself an expert, you probably aren’t — likewise “guru” and “maven.” Experts let their ideas, skills and track records do all the talking. Before you agree to meet with an IT marketing agency, do your homework. Ask for some success stories, and make sure you understand the specific value it can provide. By the time you sit down with a potential partner, the “expert” question should be resolved.