B2B marketing is like coffee.

B2B marketing is like coffee.

Its no secret to many who know me that I like coffee. And not just any old coffee - I don't go near the instant stuff, I like the poncy, posh, specialty coffee. (I blame people like Josh Brown and Roberto P. for introducing me to 'proper coffee').

I like the taste and texture of a flat white, the full flavour explosion of a fresh espresso and the smell of a new bag of specialty beans opened days after roasting.... ahhh

Those who know me also know I love a good analogy (and Dad joke, but lets park those for now). It's been a while since my last blog, so bear with me...

Marketing agencies are like coffee.

Now if you can keep that analogy in mind, read on. If not - go pour a brew, then come back

Coffee shops are everywhere

You can walk down any high street or back street around the UK/US/European cities and find a coffee shop. Coffee is everywhere. But knowing what is good coffee and what is just, well 'meh' is sometimes really hard when you don't really know the difference and they all look the same to you.

A shop not far from where I live has all the signs, all the glossy logos and marketing, the nice OSB board shop fit, and the cool funky lights and cakes, oh the cakes... but the coffee is horrible. It looks lovely and latte art is on fleek (is that still a thing, kids?) but the minute I taste it you know its not specialty coffee. For me - I know its likely just run-of-the-mill beans bulk bought somewhere, potentially even somewhere like Booker, likely roasted weeks or even months ago with their branded logo stuck to the bag. Tastes burnt, off, too bitter etc.

Why you need to choose your "B2B coffee" carefully

Now, of course I'm not actually talking about the office supply of Nescafé (eww) here. I'm talking about your marketing agency you choose as a B2B brand... choose carefully... choose wisely.

We see this a lot in what we do in agency life. Countless agencies offer "B2B coffee" hidden behind a facade of pretty lights and lovely exterior, but when it boils down its nothing better than the basic stuff. Whats under the hood, perhaps lacks the expert opinion, experience of years collectively building and launching brands and products, it lacks deep strategic thought, passion, digital experience expertise, creative rigour and cohesive thought leadership to propel you to dizzy new heights, whether a global brand or a growing SME.

When you're out looking for a new marketing agency, don't get caught falling for the flashy logo, cool office and wall of retro gaming machines. Of course, we all have those things anyway; but just because it looks the part doesn't mean it can play the part at the level you need.

So how do you find the right one?

Well, i'll be honest - the right one is often more than just one. But one way to begin that search is often starting with a really strong approach and idea about your needs, clear definition as to what you need back from agencies, providing you a clear structured way to compare agency A to B and so on.

George has written a few great articles to help you find the right agency and how to be really specific to agencies about what you need, and I'd love to share these with you too. One great one is this list of tips to get you going on a brief.

That feeling when you find the right one ...

I went camping at the weekend, and shared some specialty coffee with mates over some bacon on Saturday morning...when I say 'some' - I used it all.

This meant I had none on Monday or Tuesday and had no time to order or collect from my local shop. However my subscription coffee was scheduled to arrive today.

Its just arrived, and oh my... I feel like a free man. A micro lot of light-roast coffee roasted on 25th, origin from Columbia, hints of fruity cherries and plum with a light note of lemon...

Do you want a coffee now? ?? ??

It pays to know what you're buying. Do your due diligence. Check the substance and quality of the agency you're about to invest into. Are they instant coffee, or specialty coffee material?

If you're interested in talking more about what we can do at Earnest for your B2B brand, I'd love to introduce you to George, or even better, grab an actual proper coffee...

I hear theres a bunch of shops on almost every corner, but I know a few magical ones around London ...