About this article

Read time:

4 minutes

Category:

Uncategorized

How to find the right B2B marketing agency for you

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.

About this article

Read time:

4 minutes

Category:

Uncategorized

Q&A on PR measurement with Richard Benson, CEO and founder, Releasd

Skout’s 2024 Annual Offsite: Glitz, glamour and mystery

Browse more blog posts

Posted on
byJames Bentley
Richard Benson is the founder and managing director of PR reporting and measurement platform Releasd. He used his agency background to develop an intuitive platform designed to address the reporting challenges faced by today’s PR professionals. Releasd hasn’t been developed with the sole intention of measuring coverage of PR campaigns. Its next iteration will measure their impact too and the...
Posted on
byHonor Williamson
In the world of B2B PR, breaking away from the day-to-day routine can bring fresh perspectives and a change of pace to the work we do here at Skout. So, for our eagerly anticipated annual business offsite last week, Skout traded the office walls for the grand fortress of Peckforton Castle, in the heart of the Cheshire countryside.   The grounds...
Posted on
byJack Doyle
Has the conversation around tech always been so negative? Maybe it’s just me, but it seems that every second headline I read about tech today is just doom and gloom. The excitement around AI has been drowned out by the fear of it. “Is it going to steal my job?” “Is it going to destroy the education system?” “Is it...
Posted on
byJames Bentley
The world in that we live is unpredictable, to say the least. Businesses, organisations and even individuals are all vulnerable to issues which may lurk in the shadows or around corners. Some of these crises are natural while some are very definitely man-made, but they can strike at any time and with them put reputations and livelihoods on the line....
Posted on
byLee Simpson
Priority Consultants share further insights into the media landscape in India, from the booming print media, to regional trade publications. Mitabh, last time we spoke about the Indian tech sector and areas which you’re seeing high growth in currently. But thinking more about the work you do for your tech clients. What do you see as some of the key...
Posted on
byLee Simpson
Meeting PR agencies from different regions around the world is something we are always keen to explore. Whether that’s to work in partnership with one another, or simply to understand and learn more about their region. We recently spoke to Mitabh Saud, director of India Operations at Priority Consultants about why India’s tech sector is booming, and what the future...
Posted on
byJames Weaver
In today’s fast-paced and consistently evolving world of technology, innovation is key to stay ahead of the competition. While breakthrough products and next-generation solutions are fundamentally crucial, the importance of public relations (PR) for the tech industry should not be underestimated. Here, we explore the reasons why tech companies, both innovative start-ups or big tech, need PR and how it...
Posted on
byJames Weaver
Since the dawn of the 21st century, the tech industry has surged and evolved through countless groundbreaking innovations. But in the ongoing pursuit of digital transformation, layoffs in the sector have become an unwelcome trend. We saw it in the aftermath of the pandemic with the industry increasing its layoffs by 649% in 2022, which is the highest since the...
Posted on
byJames Bentley
Things change quickly in the world of B2B marketing, so it’s vital to be ahead of the curve. 2024 will bring with it new challenges and opportunities, so here are five incredible B2B marketing strategies which can make a significant impact for your business this year.  1. Personalised content marketing  Identifying and then producing content for specific target audiences has...
Posted on
bySkout team
Why was Operations your chosen career? I realised that Business Operations and Finance is the ideal path for me as I’ve always been passionate about finance and business, and I really love problem-solving. I love the challenging nature of the role and it is incredibly satisfying for my numerical mind to tackle challenges and turn them into opportunities for growth....

Send us a message

Download The B2B business relationship report

The B2B relationship renaissance – did digital kill it? The importance of relationships throughout the customer buying journey. Please complete the form below and receive a download link via email.