Finding the Right B2B Marketing Agency in 2023

It can be challenging to find the right marketing agency to partner with. This conversation explores some key considerations to keep in mind when searching for the right B2B marketing agency.

Community is the new Google

In the past, when we needed to find something, we would turn to Google. But now, Kathleen Booth, SVP of Marketing at Pavilion, suggests that community is the new Google. In other words, to find the right talent, software, or outside partners, we need community to find the right one. Referrals are gold in this industry. When looking for a B2B marketing agency, the first thing you should do is ask your peers for recommendations. This can be done through industry events, trade shows, or online forums.

Finding an agency is easy, finding the right agency is hard

There are roughly 90,000 companies that identify as agencies in the United States. With so many options available, finding an agency may not be the difficult part. The challenge is finding the right agency. It is essential to do your research and identify what your business needs. Determine what you want to achieve with your marketing efforts, and look for an agency that can help you achieve those goals.

What goes wrong when picking the right agency or marketing partner?

Misaligned expectations and communication issues are the top two issues with hiring an agency or freelancer. Before partnering with a marketing agency, it is essential to have clear expectations and goals. If you don't have a clear understanding of what you want to achieve, it can be challenging to communicate your needs to the agency. Additionally, communication issues can arise if there is no clear point of contact or if there is a lack of transparency.

How are agencies differentiating themselves?

The best B2B marketing agencies and freelancers are hyper-focused on something. They may specialize in specific services, such as content marketing or SEO, or they may focus on specific verticals, such as healthcare or technology. By specializing in a particular area, they can become experts in that field and provide better service to their clients. It makes a lot of sense to niche down and own that category.

The question to ask yourself when picking an agency

When looking for a B2B marketing agency, it is crucial to ask yourself if they really care. You want to partner with someone who is invested in your success and is willing to go the extra mile to help you achieve your goals. Additionally, consider who will answer the phone on Friday night at 6 pm if a marketing emergency arises. While these types of emergencies may not happen often, it is comforting to know that you are partnering with someone who is there to support you when you need them.

In conclusion, finding the right B2B marketing agency can be challenging, but it is essential to partner with an agency that understands your needs, communicates effectively, and is invested in your success. By keeping these key considerations in mind, you can find an agency that can help you achieve your marketing goals and take your business to the next level.