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5 key considerations when choosing your new B2B marketing agency

Posted by: Lisa McGauley on 11 January 2018

Choosing a B2B marketing agency to help you achieve your commercial objectives can be a daunting task. With so many agencies competing for a share of your marketing budget it’s imperative to do your homework before choosing the right agency partner for your business.

In the same way as most people kicked off January with a ‘New Year, New Me’ attitude, the start of a new year is also the ideal time to review your business goals, change your strategy and redefine what you need from your agency partner.

Here are five things to consider when choosing your new B2B marketing agency:

1. B2B specialists

Any marketeer knows B2B marketing requires a completely different approach to consumer marketing. Different targeting and different sales channels and routes to market require a different approach and strategy, and certainly the need for value propositions, core messaging and creative.

A specialist B2B marketing agency will know what it takes to reach the right audiences, in the right places, with the right messages, all underpinned by cut-through creative.

2. Sector expertise

It’s a no-brainer, but finding an agency with experience in your core markets is a huge benefit. Not only will they already be familiar with your industry lingo, but they’ll know what makes your customers tick, what matters to them, what channels appeal to them, and they will be all over the right online strategy for your markets – giving you the very best chance of success.

‘What awards should we be entering?’, ‘Which events should we be seen at?’, ‘Which magazines and websites are my customers reading?’, ‘What’s the competition doing?’ – A marketing agency worth its salt will be able to answer all of these questions and more.

Check agency creds to see what they’ve done in your direct (or associated) markets to make sure there are some sector synergies.

3. All in one place

Why waste time and resource managing multiple agencies for different services when an integrated agency can deliver the whole marketing menu, from brand, creative, digital, PR and social, to everything in-between?

The beauty of this is that your core messaging can cascade through every element leading to your brand having a consistent and coherent image in the marketplace. Working with an integrated agency also ensures a genuinely joined-up strategy that is as slick and efficient as possible, reducing duplicated work, cost and time.

Having one agency also creates greater ownership of your marketing strategy and importantly, accountability over the delivery of work.

4. Measurable Results

There’s little point embarking on any marketing activity without agreeing objectives and setting KPIs at the outset so that success can be measured and reported on.

It’s important to choose an agency that not only helps you set ambitious targets but one that can prove its worth and demonstrate return on investment in helping you realise them.

In B2B marketing, it’s imperative to find an agency that is transparent about measurement and evaluation and can demonstrate true ROI.

5. Gut Feeling

It may seem obvious but make sure you choose an agency you like and have chemistry with. You’ll be speaking to them daily and meeting regularly so it’s important that there is a good rapport there with open and transparent two-way communication.

Ask yourself the following questions: ‘Do I like these people?’, ‘Do they ‘get it’?’, and ‘Am I confident they can help me achieve my goals?’

Selecting the right B2B Marketing agency partner for your brand or business may seem like a rigmarole but using these criteria should help you to make an informed decision that leads to a mutually-beneficial partnership that helps you meet and exceed your objectives.

Fox Agency is a fully-integrated B2B marketing agency with locations in Leeds and London, operating internationally with global brands in markets including automotive, engineering and manufacturing, technology and electronics, financial services, construction, real estate and the trade.

To discuss your B2B marketing plans for 2018 please get in touch.

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