B2B marketing agencies are often better versed at communicating more complex B2B products and services, bringing an added level of expertise to the marketing strategy that you otherwise may not find in a consumer agency. With the right agency, a B2B business will be able to communicate to prospects in a compelling way with outstanding results.

How to choose the right B2B marketing agency

Finding the right B2B marketing agency is a key decision for any B2B company. Selecting the wrong agency-client fit will waste time and resources and adversely affect your campaign’s success, brand image and even your business’s bottom line. It is important, therefore, to invest time and effort into making this crucial decision, to know what to look for and what questions to ask.

Here are some things to consider:

1. Prospect insight | It is imperative that the B2B marketing agency you choose has a full understanding of your business and its scope of work. They must demonstrate deep prospect insight, as well as an understanding of your B2B business channels and target demographic. Browse through their portfolio of previous B2B work to see whether they will be able to deliver in your specific marketplace, and if their approach is what your business needs.                                                                                                                                                                                                                                        
2. Credentials | It is important to find out whether a team is experienced enough to handle your needs. Consider their heritage, credentials, strategic prowess, and skill sets. It may also be worth finding out about the agency’s staff turnover – you want to be able to collaborate well with your B2B marketing agency and the attitude and morale of the agency team will have a impact on this relationship, which in turn will likely affect the quality of the resulting work delivered.                                                                                                                                                                   .
3. Results, not size | The key to choosing a B2B marketing agency is finding one that is genuinely interested in the creative challenge your company offers, or is keen to work with you for the long term. The size of a B2B marketing agency, on the other hand, is less important, especially if you prefer to start small. Large B2B agencies with a long list of impressive clients may actually put their larger clients on priority, often at the expense of smaller firms, so it is important to consider the needs and intentions on both sides.                                                                                                                                                                                                                                                            
4. 360° capability | Depending on your needs and strategy, ensure the B2B marketing agency is able to provide all-round support for your company, covering all appropriate marketing channels such as print, broadcast, Internet, direct marketing, PR, etc. To hire a different agency for each different medium is quite time consuming and will be less cost-efficient for your B2B company.

Now that you have considered these points, you can kick-start the action plan of choosing the B2B marketing agency that’s right for your B2B business, in nine steps:

1. Outline your objectives

First, highlight the top objectives for your marketing strategy. Are you looking to build your corporate brand before an IPO? Or is sales leads generation more important? Are you looking to focus on digital marketing only? Knowing exactly what you’re aiming for will help you narrow down your choices for an appropriate B2B marketing agency.

2. Compile a list of B2B agencies to evaluate based on your objectives

The best way to start is through referrals from business peers and acquaintances who may have had previous experiences with B2B agencies. Other sources may include Internet resources such as online B2B directories and search engines.

Limit your initial list to a maximum of eight B2B agencies and do not worry if the agencies are not located in the same country or city as you. In today’s connected world, meetings can easily be conducted via the Internet with video and phone conferencing, often for free.

3. Conduct initial research

Start your research on each B2B marketing agency and eliminate any that are poor fits for your company. You will notice that some B2B agencies are industry-specific, while others may state clearly that they are either B2B or B2C agencies. Check their list of current B2B clients to make sure they are not already servicing a competitor company.

4. Develop a request for proposal (RFP)

The goal of the RFP is to collect specific information from each of the B2B agencies on your list, which will help you make an effective decision. In addition to simply asking questions, it is important to also provide information about your own industry, company and specific needs so that the B2B marketing agency can determine whether it is a good fit from their perspective as well.

Respect their time and state a clear due date for the RFP response, giving them adequate time to prepare (2-3 weeks should be sufficient). Clearly highlight your objectives, specifications of the project (if needed), approximate budget, and details of your decision process, and ensure that your list of questions are specific and not excessive.

5. Make your first contact with the B2B agencies

Call each agency on your list and briefly introduce yourself and your intention of including them in the RFP process. That way, you will be able to start establishing rapport with the point of contact at the B2B marketing agency and send the RFP directly to him/her, while agencies that do not have interest in your proposal can opt out right away.

6. Evaluate and shortlist

After receiving the RFP responses, shortlist the B2B agencies to at least two finalists –consider their experience, resources, approach, and quality and tone of their creative work.

Remember to call their references to find out whether their clients are satisfied with the B2B agency relationship, work ethic, results or other areas you may be concerned with.

7. Arrange for meetings

Arrange meetings with each of your shortlisted B2B agencies, where they will be able to tell you more about their B2B marketing approach and capabilities. During this time, you will also have the opportunity to share with them more in-depth information about your B2B company and industry.

In addition to all the facts presented, consider also the chemistry between your company and the B2B marketing agency – will you feel comfortable working with them and entrusting them with your company’s communication programs?

Here are some things to consider:

• Approach | Decide whether your company will benefit more from an innovative and creative approach or a safe and pragmatic concept. Your B2B communications strategy should ultimately consist of a balance of strategy and creativity, but it is important to establish where your company stands first before evaluating the approach of the B2B marketing agency.
• Deliverables | Though it is usually quite difficult to measure the exact effectiveness of any marketing campaign, try to narrow down the deliverables to be as specific as possible. Surveys on brand recall or customer inquiries can later be indicators of how well your B2B marketing campaign has been rolled out.
• Number crunching | Compare and assess what the agencies are charging, and when payments are required. Most charge a flat fee on retainer or for project work. Ensure that the payment terms are stated clearly in the quotation or contract and any supplementary costs are flagged.
• Reliability Check | As the B2B marketing agency you choose will have access to much of your company information and plans, it is important to ensure that they are able to keep confidential information to themselves. Have them sign a non-disclosure agreement.

8. Make a decision

Discuss internally after the agency presentations are over, weighing the pros and cons of each B2B marketing agency, and ensuring that all opinions and facts have been brought forward by the decision team. This way, regardless of what the final decision is, at least all aspects of each B2B agency have been discussed and acknowledged.

9. Inform the agencies

The last step of the selection process is informing all the B2B marketing agencies of your decision. Follow up with an email or call to thank them for their participation, and include a brief note again on your rationale behind the final decision.

Informing the winning B2B marketing agency is easy – call them with the good news and start working out the next steps in your new B2B agency partnership!