Blog Post

Demand Generation

Growth

How to Choose the Right B2B Marketing Agency

How to Choose the Right B2B Marketing Agency

B2B marketing is a different beast than B2C marketing and can be more challenging, even for experienced digital marketing teams. To build successful growth marketing strategies, working with a B2B marketing agency might be the most productive route to take. 

With that said, it’s not a good idea to join efforts with the first agency that shows up on search engine result pages. 

Finding the right agency that will meet a business's unique needs is easier said than done, and this article will discuss how to identify the right B2B marketing agency.

#1. Know Exactly What You Need

Even a rudimentary content marketing strategy (or any strategy, for that matter) requires a good understanding of goals and aims. It’s important that all objectives are made clear before a B2B marketing agency is approached.

When a business knows exactly what they want to achieve, it will be much easier for the agency to develop an effective strategy. 

This doesn’t mean a complete and fully developed digital marketing strategy or paid media campaign needs to be prepared, but the main ideas should already be identified. It’s also a good idea to already know the target market and potential strategic foundations that could work best. 

Having already-planned brand messaging and a fleshed-out brand identity will help the agency better understand the business as well, making the marketing and sales team’s work easier. 

#2. Ask the Agency For Examples of Their Work

Before deciding which marketing agency has made the cut, it’s a great idea to get an understanding of what they can do and how they go about meeting goals. Naturally, no marketing agency can show off all the work they've done, but they should have suitable examples and archives to display their skills and abilities.

Keep in mind that finding the right agency isn’t necessarily about working with one that has done exactly what you need. 

It is highly important that the agency has an understanding of appropriate industry trends (such as the PLG funnel), though. If the team is not up-to-date with what’s going on in your industry, the agency can easily miss the mark with its strategic planning.

#3. Read Their Websites Carefully 

Once you have compiled a list of reliable and interesting marketing agencies, it’s time to see how they created their own website. An easy way to see what a prospective agency is capable of is by taking a look at its own website.

If an agency can’t show examples of how it satisfied existing customers (or previous customers), it might be best to move on to the next agency. Getting a glimpse of previous work allows for an understanding of how an agency can achieve the goals it’s given.

At Matter Made, for example, we offer case studies from many brands — including Dropbox, Productboard, Calm, Loom, and more.

The website should also highlight information such as pricing, customer reviews, and how the teams behind the agency’s success do the things they do. You’ll get an understanding of the agency’s workflow and how that can help with "speed to lead" strategies.

#4. Have a Meeting With Each Agency

Getting together with the marketing agencies and personally meeting every potential agency partner is essential. Although a lot can be learned from the agencies’ websites and brochures, etc, nothing compares to physically meeting the marketing and sales teams you'll be working with.

Allowing a business’ in-house marketing team to meet with the agencies’ team members will help everyone involved to decide if they can work together. A successful digital marketing strategy depends on every person working on it, and if there isn’t harmony, the final results may be lackluster.

Asking questions in person also gives a business the chance to gauge how the agency’s team responds and get a feel for what working with them will be like.

#5. Slowly Weigh Up Your Options As a Team 

When all potential agency partners have been looked at, it’s time to sit back and carefully compare them. It’s important to not rush the decision and think carefully, taking portfolios, track records, skills, and pricing into consideration.

Taking enough time to make this decision can feel somewhat frustrating, but it’s important not to make an emotional or hurried choice. 

Keep in mind your desired marketing campaign — will you use content marketing or social media marketing? How important is search engine optimization to you? Will the agencies be able to achieve the goals you have? How will they do that, and how long will it take them? How will their approach affect your revenue operations? The answers to these questions will help make the final decision easier.

Is Matter Made the Right B2B Marketing Agency For You?

Choosing a B2B marketing agency to work with is more complex than one might expect, and having everyone on the same page about goals and ambitions is important. 

Although working with a good agency can make digital marketing easier, teaming up with the wrong one can cause frustration and waste money as well as time. 

Matter Made’s team of experienced experts could be just what you’re looking for. Interested? 

Let’s talk!

Demand generation is a powerful tool to use in your B2B marketing strategy. It’s a full-funnel approach that engages customers and prospects at every stage.

Demand gen works by creating targeted interest to develop value for your brand. By providing essential information at the moment of need, demand generation strengthens relationships. This approach works at each stage of a prospect or customer relationship.

How Does Demand Generation Work?

A properly developed demand generation strategy uses multiple approaches. It uses strategic content, strategic messaging, data, and buyer personas to align customer needs with valuable insights.

Demand gen positions your brand as a provider of valued information at each stage. It’s the glue that connects you to your customers.

There are several key stages to demand generation. Below we will delve into each and show how it can transform your marketing strategy. The stages are:

  • Raising Brand Awareness
  • Developing Content
  • Nurturing Relationships for Sales
  • Retaining Customers

One important note: Demand generation is not lead generation. Lead generation is a narrower, focused strategy designed to collect qualified leads for sales teams to pursue. One example is collecting names and contact information on an online form.

Demand generation is a more comprehensive approach that nurtures relationships at each stage. While it uses many of the same tactics as lead generation, it’s a broader strategy.

Raising Brand Awareness

One of the most essential tasks marketers need to complete today is to develop brand awareness. Today’s customers want to relate to brands they frequent. They expect brands to know them, their needs, and interactions with your business.

Brand awareness leaves buyers with a lasting impression of your company. It fosters trust, confidence that the solutions your company provides are reliable, accurate, and impactful.

Brand awareness has multiple components, including:

  • A clear brand identity helps you differentiate your company from competitors. Your identity should provide customers with easy recall of who you are and what you’re about
  • A go-to-market strategy based on research that articulates what you’re going to sell and how. Demand marketing can be seen as a way to prove whether your assumptions are correct. It can also help to adjust based on data and results
  • Buyer personas articulate who you’re trying to reach and what characteristics they share. Identifying and developing brand personas lets you understand who you’re approaching and how
  • Thought leadership helps position your brand as an expert and authority within your space. You want people to think of your brand when they think about industry leaders
  • Strong reviews management, which includes encouraging customers to leave reviews and responding appropriately to customer feedback
  • Social media presence on the right platforms. Leveraging social media lets you set the tone and messaging for your brands. It’s a powerful way to communicate broadly

Developing Content

Your content strategy is at the core of your demand marketing approach. You want to develop content that addresses customer pain points and answers critical questions.

Content development should occur for each phase of the sales funnel. By identifying key needs at each phase, you’re able to position your brand as authoritative and valuable.

Content should answer the questions that buyers will have throughout the customer journey. The information should also be displayed in multiple formats. Today, for example, video is an increasingly important medium for gaining information and answering questions.

Among the content options are:

  • Blogs that educate your website visitors and drive SEO, with keyword-optimized content. Your blogs should be about topics of keen interest to customers and prospects.
  • Email marketing gives leads multiple opportunities during a campaign to engage with your brand. Email marketing can answer questions and speak directly to their needs while acknowledging actions already taken. If resources permit, this content can be personalized to provide more resonance
  • Conversion optimization which uses your website to gain information about prospects. At strategic points, visitors should be encouraged to seek more information. Gated content such as white papers, product guides, or videos allows you to secure contact information. Investing in website user experience (UX) tools can help to ensure visitors navigate your website to maximize leads
  • Paid advertising increases your presence and can be highly targeted based on desired customer demographics. Paid ads on both search engines and social media attract visitors and facilitate a larger prospect pool
  • Conversational marketing using chatbots and other technology lets you connect with visitors. Automated and live engagement lets you answer questions and add value to the visitor experience

Nurturing Relationships for Sales

Leads are critical and sales teams are eager to connect with prospects, especially those of high value. However, with demand marketing, there’s much more than a marketing-to-sales handoff.

Throughout the sales process, marketing tactics can deepen the relationship and assist in closing deals. Sales enablement tools include:

  • Case studies, with narratives from actual customers about the work you’ve done and solutions you’ve provided. Compelling case studies build trust and provide real-world examples of your brand’s impact
  • Testimonials are narratives provided by your customers, ideally, those who are similar to your target audiences. They are quick statements that reinforce your value and worth to a customer’s peer
  • FAQs and fact sheets offer details in easy-to-digest formats. FAQs typically use a question-and-answer format for commonly asked questions. Fact sheets are often more detailed with specifics about products and services

Retaining Customers

Retaining customers is essential for repeating business, advancing your brand’s reputation, and extending the customer relationship.

There are many ways you can provide services that focus on retention, including:

  • A knowledge base where customers can share solutions and insights and learn from each other
  • Customer support that includes ticketing tools and transparency to track inquiries and provide timely service
  • Incentive programs for customer referrals can generate new business while providing discounts for existing customers
  • Customer-only content such as first-to-know emails, special discounts, and promotions tell customers how valued they are

Demand generation marketing connects you to customers at every step of their journey. It’s the right way to engage, provide value and build credibility for deeper long-term relationships and more opportunities for business.

Ready to drive efficient demand?

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