Type the phrase ‘B2B marketing agency UK’ into Google and the outcome is more than 1,700,000 results in less than half a second. So, which one is right for you? Who will help you meet your targets? Who will generate the best results? Here’s a hint, it might not be the agency that appears at the top of page one in the search results.
To help you find the agency that’s right for you, here’s five helpful tips to consider…
Tip 1: Make sure they know your target market
You may think that the skills of a B2B marketing agency are transferable across all industries, but this is not necessarily the case. To see the best results, you need to find an agency that has previously worked (and succeeded) within your industry and who knows it as well as you do. Start by quizzing them on their knowledge of your prospects, their pain points, and their typical objections. To make sure they are truly knowledgeable, ask the agency to create a proposal document that outlines their plan to market to other businesses in your industry.
Tip 2: Check they have the results to back-up their claims
Showing an understanding of your industry is one thing, but successfully generating leads and sales is another. Ask to see previous work the agency did for other organisations in your sector and ask them to be specific about the results they achieved. Enquire about the metrics they used and what they learned from operating within your industry. Were there specific challenges they faced? How did they overcome these? Did they manage to exceed the clients’ goals?
Remember, you’re entitled to ask the agency to put you in contact with one of their clients in order to get direct feedback about their service and results.
Tip 3: Look for innovation
Is the B2B marketing agency doing anything unique and exciting to generate leads and sales? You’ll no doubt be aware of the marketing activity carried out by your competitors and you’ll typically have spotted a trend. Are they relying solely on emails? Are they using telemarketing and cold calling? In order for the agency to make your company stand out from the crowd, they will need to be innovative and able to provide unique solutions. Look for previous examples of distinctive campaign ideas and innovative use of multiple communications.
Tip 4: Make sure they can handle multi-channel marketing
In today’s modern world of B2B marketing and lead generation, there’s not one channel that can provide the best results on its own. In order to see a noticeable difference in your leads, sales and revenue, it’s important that the marketing agency you choose is experienced in using multi-channel marketing. Try to speak to each individual specialist within the agency to gauge their knowledge on channels such as social media, video, content and also the more traditional channels. A successful B2B marketing agency will be able to effectively utilise every channel while seamlessly tying them together and tracking the individual metrics.
Tip 5: Don’t settle for anything other than ROI
Always remember that you can’t pay bills with social media followers and email open rates. Many agencies use metrics like these to determine success, but don’t be misled. The only real way to measure success from B2B marketing is in the revenue generated. Did the agency activities create new leads, sales and revenue for your business? If they didn’t, then you need to find a new marketing agency. Establish the key objectives such as number of leads and required new business revenue before you allow the agency to start working for you.
To find out more about B2B lead generation and successfully growing your business…