What do B2B marketing agencies do?
They’re hundreds of B2B Marketing agencies in the UK alone. As in B2C, some specialise in particular sectors – such as technology, retail, or hospitality, whilst others focus on a specific area of expertise – digital, advertising or public relations (PR), to name a few. Some agencies provide a broader range of services such as strategy and storytelling, PR and influencer relations, digital marketing, advertising, and social media, making them the perfect partner to help steer and deliver your B2B marketing strategy. A great B2B agency will be one which aligns with your wider business and marketing goal and helps you to communicate with the specific B2B audiences you want to influence.
But, in this overcrowded landscape with endless possibilities, what makes an agency a great companion for your business?
What to look for in a (top) B2B marketing agency
1. Focus on building brighter relationships not just in generating leads
Beware of those agencies that offer a ‘one stand-alone’ gimmicking tactic to overcome your challenges. In the best-case scenario, they will have a short-term impact, but they also might end up backfiring and harming your reputation. Although important, the B2B customer’s journey is not just about generating leads. Therefore, underpin your tactic within a well-rounded strategy. A top agency will offer you this strategical and integrated approach that will allow you to have defined goals and messages mapped, as B2B marketing is about increasing audience engagement and generating trust, as well as offering value and solving your customer frustrations. So, try to incorporate your messaging over a variety of channels to generate a consistent message that enhances your brand awareness and reputation. The bottom line is ensuring all your story assets are relevant to your audience and support your business objectives.
2. Embrace your audience: know their needs and interests
The way the audience is addressed is usually where B2B and B2C take different paths. The decision-making process tends to be more complex in B2B, with people taking on different roles – such as starters, gate keepers, influencers, etc. This makes B2B customers less impulsive and more rational oriented in principle, as they are often more informed about the markets they are interested in. However, this also means that the number of customers in B2B is smaller, so a good agency will make the most of this by analysing and truly understanding your customers’ wants and needs. Don’t let anyone tell you that a B2B audience is not emotionally engaged. In fact, the boundaries between a consumer buyer and a business buyer are blurring.
3. Be bold and push some boundaries
In a digital landscape, experimentation is everything. Let your marketing and PR agency spice up your business strategy, they will bring fresh ideas to the table. Let them be creative and challenge your perspective. Businesses gather great stories, but sometimes don’t understand how to unearth these insights and craft the right message for communication purposes – and here’s where a great agency will bring the magic of storytelling. Also, don’t be afraid of experimenting on different channels and platforms, rather than waiting for others to explore and exploit those platforms where no one else is yet – are you reaching GenZs and Millennials in Tik Tok? Have you already set your strategy for the Metaverse? Whatever you do, build up your strategy, act fast and measure your results, as entrepreneurs do. Experimentation should be something to embrace not to be afraid of.
As we mentioned, there are many agencies out there, but just a few will be suitable for you. Find a B2B agency that matches your wants and needs. The right team with the right mindset. One that makes you build brighter relationships, embraces your audience, and expands your (marketing) horizons. And if you think we can be that team, just give us a shout.
