To grow a B2B company in today’s highly competitive environment, one will need much more than an excellent product and an efficient team. The success of growing a B2B company will entail consistent exposure to the right buyers, relevant messaging aimed at decision-makers familiar with all pitches in the book, and a systematized process of transforming this exposure into an actual pipeline ready for closing by the sales department without having to rely on heroic individuals’ performance.
This is exactly what the proper b2b marketing agency does. Not only do they produce creative works and content, but they implement effective marketing strategies which contribute to business growth.
What a B2B Marketing Agency Actually Does
There is a real lack of clarity in the marketplace with respect to what makes a quality B2B marketing skillset beyond LinkedIn page management, pitch deck creation, and ad hoc paid campaigns when the sales pipeline starts getting noticeably thin.
A quality b2b marketing agency develops marketing systems for all stages of the B2B buying process. The first thing they do is extensive research into your ideal customer, how they decide, which media they rely on, and which messaging is effective at addressing their unique business concerns. Then based on this strategy they create an integrated program involving content marketing, search visibility, paid advertising, outbound marketing, email nurturing, and account based marketing all working together to generate real value behind the numbers.
Why B2B Marketing Requires Specialist Expertise
B2B purchasing is inherently different from consumer purchasing in that it requires an entirely different approach to marketing, content creation, and evaluation compared to what has proven effective in consumer products, where emotion and branding play a vastly greater role than rational evaluation.
Inherent in B2B purchases is the involvement of multiple decision-makers. Time frames are longer and more research intensive. Transactions are of a larger value and represent an actual organisational risk for each one of the people making the decision. And there is a far greater link between expertise, trust, and the purchasing decision than in virtually any other consumer marketing situation.
It is always the case that generic approaches will not work in B2B situations since they do not take into account the issues that concern the professional buyer.
Core Services the Right B2B Marketing Agency Delivers
- Demand generation campaigns: Generating ongoing awareness and genuine interest within your ideal customer profile through combined outbound and inbound campaigns making sure you remain visible and relevant to your potential customers throughout their full consideration cycle and not just at the moment they become buyers, where the competition will be fiercest.
- Content marketing & thought leadership: Producing genuine value through blog articles, case studies, white papers and educational video content creating real authority, driving SEO, and helping your sales team create credible content that builds customer confidence and drives faster sales cycles that can take up a lot of your team’s time.
- Account Based Marketing: Targeting your highest value targets and creating hyper-personalised campaigns for them by speaking directly to those specific decision makers through messages that are tailored to their particular industry and issues.
- Measuring performance tied to revenue: Real measurement from a good b2b marketing agency focuses on pipeline, opportunities and influence of revenue rather than just metrics that make pretty graphs but do nothing to justify ongoing marketing spend.
Choosing the Right B2B Marketing Partner
Look for agencies starting every client relationship with genuine deep discovery rather than an immediate proposal revealing they recommend the same solution regardless of specific market position, competitive landscape, or growth stage. Ask for specific case studies demonstrating measurable commercial outcomes for businesses similar to yours. Understand exactly how they measure performance and whether success metrics connect directly to your actual business objectives rather than marketing activity metrics feeling good without driving revenue.
Your Business Growth Deserves a Proper Marketing Engine
It is precisely those companies whose marketing efforts reflect the importance that should be given to marketing as an important business process, as opposed to a secondary one to selling and product development activities, which tend to take precedence and measure up much better.
To learn more about the kind of marketing agency for your company that is based on both strategic vision and ability to deliver, see Incinque Agency.
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