Five Things to Consider When Choosing a B2B Marketing Agency
From pay-per-click ads to email marketing, a B2B marketing agency can maximize the effectiveness of your marketing.
B2B marketing requires a different approach compared to consumer marketing. Unlike consumers, business does not make emotion-driven purchases.
The sales process is often long and drawn-out, requiring marketing strategies that educate the decision-makers and build stronger relationships. B2B marketers help with this process but you first need to find the right agency.
Here are five details to consider when choosing a B2B marketing agency:
Experience is one of the first factors to review when comparing B2B marketing agencies.
Newly established agencies can still offer reliable services. However, you are more likely to receive better results from professional marketers.
To learn more about the experience of the B2B marketing agency, review their case studies and past projects. If your campaign requires national exposure, ensure that the agency has experience working on national campaigns.
You can also review the personnel to gain more insight into the experience of the agency.
Inexperienced or struggling agencies often hire temporary workers based on their client load. The agency you choose should have a stable team of project managers, designers, developers, and various technical specialists.
Your marketing campaign may require a combination of platforms and services.
For example, you may require email marketing, sales funnel creation, and social media marketing to create a well-rounded campaign.
Some agencies claim that they can handle everything and then outsource a portion of these tasks to contractors. However, many agencies hire a wide range of specialists. Web design refers to the of websites that are displayed on the internet. It usually refers to the user experience aspects of website development rather than software development.
Learn more about the in-house services offered through the agency. Determine if their capabilities match the requirements of your marketing campaign.
A B2B marketing agency should offer analytics and reporting to help you measure the success of your campaigns. This also allows you to evaluate the success of the agency’s efforts.
Avoid agencies that focus solely on short-term vanity metrics such as the number of website visitors and conversion rates. B2B marketing involves long-term relationships and ongoing lead nurturing.
Look for metrics that showcase the success of the entire campaign. These metrics include cost per lead, marketing qualified leads, sales qualified leads, closed/won, and return on investment.
Some agencies specialize in marketing for specific industries while others work with businesses in any industry.
Marketers with industry experience tend to have a better understanding of what your clients need. They can highlight the strengths of your products or services and appeal to the problems faced by your target audience.
When interviewing agencies, learn more about their experience in your industry. Ask to see past examples of their marketing campaigns for related products or services.
If the agency has no experience in your industry, find out how they conduct their market research. Explore the steps that they use to analyze the needs of your core audience.
To create a productive working relationship, find a B2B marketing agency that understands your process and needs.
Every agency has its own process for developing and implementing marketing strategies. Some agencies operate with minimal input, taking the lead on each stage of your campaign.
Other agencies prefer to partner with their B2B clients. They work alongside your staff to improve your existing marketing efforts.
Think about which process matches your business.
You may need an agency that provides constant communication and updates. In some cases, you may find it more efficient to work with an agency that operates more independently.
No matter your needs, discuss these details with agencies before finalizing a marketing contract.
Working with an experienced B2B marketing agency helps you get more value from your marketing campaigns. However, you need to ensure that you partner with a qualified marketing team.
If you want to attract more sales leads and boost your marketing return on investment, take the time to choose an agency that can meet your needs.
Remember to analyze their experience and capabilities. Find out if they understand your industry and how they measure the success of marketing campaigns.
Finally, ensure that the agency follows a process that meshes well with your operating style.
With these details, you should have no problem selecting a B2B marketing agency.