An increasing agreement among people who work with b2b marketing agencies within major corporations is that executing B2B marketing in practise necessitates specialisation and experience to cope with the various issues associated with this universe of products and services. While the major themes of B2B marketing are gaining prominence and new colours in major international events and in the market, perhaps the most visible manifestation of this new relevance is the emergence of many digital marketing agencies that position themselves as B2B marketing specialists.
Remember that B2B companies are not the same as B2C enterprises, and their differences necessitate a somewhat different approach to their target demographic. Because each market has its own set of rules, as well as an audience with varied objectives, methods that work for a B2C may not always work for a B2B.
Why should you work with a specialised B2B agency?
There are not only B2B agencies, but also generalist ones that serve different business categories and enterprises, as well as those that only have a B2B cell. Companies that sell B2B and B2C solutions and goods frequently opt to centralise all marketing in a single agency, whereas others divide the segments among multiple specialist firms. On the surface, you might wonder if this choice makes a significant difference.
Yes, the answer is yes. B2B dynamics differ from B2C dynamics. B2B purchasing has a significantly more complicated decision-making chain. The entire B2B sales cycle is longer, with each situation requiring a unique customer journey. B2B marketing’s role is to give effective assistance to the customer and sales area at all phases, including post-sales, customer success.
Did the principles, vision, and values match?
It is impossible not to draw parallels with other sorts of partnerships. Isn’t it true that a long-term partnership cannot exist without a match of principles, vision, and values? It’s the same across agencies and businesses.
Another aspect to consider is the “uberization” of marketing services, particularly content. Many agencies and hubs pay exorbitantly cheap rates to their freelancers and content providers, promoting fragile and unjust working relationships. As a result, these experts grow discouraged or are subjected to inhumane workloads, both of which have a negative impact on the quality of their job. In practise, low pay translates to minimal differentiation. Is your company concerned about this? If you answered yes, please refuse to work with partners who support this business model!
Are there ready-made and universal formulas? Its best not to
Do you believe you should take a certain path simply because your competition is doing so? Do you think there are ready-made formulations that are appropriate for everyone? If you answered no to these questions, it’s a red flag that you should avoid agencies who promise and “push” just that.
The planning is another factor that influences the pricing. Anyone with a decent plan understands why they need to create content, what the problem is, what the decision-making process is, what objections must be addressed, and so on. This planning must be done with expertise and care, taking into account the company’s principles and ideals. After all, it is in the content that it expresses itself and determines whether it is a market leader or just another company.
