Choosing a B2B Marketing Partner

A Definitive 12-Point Checklist to Choosing Your Strategic Marketing Partner.

How the world has changed! Back in 2018, I read a no-nonsense and practical article, to help companies find, evaluate and choose a PPC Agency. For transparency, this was written by Digital Clarity, the company i represent. Shortly after, there was a similar effort to help brands choose a Digital Agency , again dealing with the new challenges of an ever more complex array of marketing platforms, technology, and new measurement metrics.

That was back in 2018 and having spoken to the author, Reggie James, had written it because he was fed up with pitching potential clients who didn’t have a clue of what to look for when investing their hard-earned cash, into a third party that they had read about or had they had seen an ad – or even worse, had been recommended to them by some well-meaning people.?

Back then, Gartner said 80% of B2B sales interactions between suppliers and buyers would occur in digital channels by 2025.?

Roll-on 5 years, and though the world has changed after a post-pandemic and economic landscape, the challenge of finding a marketing partner remains an issue – and to be honest, it’s a lot worse now than it was back in 2018.

Alongside successful CEOs, experienced CSOs, CMOs, and CROs know that in B2B marketing, finding the right agency can be the key to unlocking clear focus and unparalleled success. It can mean the difference between those companies that stay in the middle lane and those that move into 5th gear and accelerate toward growth.

This comprehensive guide will not only illuminate the best practices in selecting a marketing partner but also shed light on the challenges of internal marketing, the strategic positioning of a marketing team, and the crucial elements of an effective marketing plan.

Fundamentals First. Questions You Need to Ask Yourself

Though you may want growth, do you have the appetite to implement change to achieve change? This is the fundamental question that needs to be answered. Are you committed to change?

Like wanting to lose weight, gain a six-pack or run a marathon, there needs to be united belief by the company to pivot from what you are doing now if you want to accelerate your plans.

So ask yourself these questions first:

• Do you really want change??
• Are you willing to change??
• What will that mean for the business??
• What has blocked me from stop/start marketing in the past?
• Can my marketing partner help me implement change?

And here’s the simple but important point. It's not just Marketing - it's the business as a whole.? Not siloed departments. Your marketing partner has to look at all the moving parts, as well as the unseen parts, for example, stakeholders, investors, and your current customers.

?When you're looking for a marketing partner, you have to be confident that they also understand the changing landscape.?

The Buyer Journey Has Changed

Gartner recently talked about understanding the B2B buyer journey - B2B Buying: How Top CSOs and CMOs Optimize the Journey https://www.gartner.com/en/sales/insights/b2b-buying-journey ?

Gartner found that 75% of B2B buyers prefer a rep-free sales experience. But self-service digital purchases are far more likely to result in purchase regret. Sales and marketing must be able to identify the right mix of digital and human interaction to drive profitable purchase decisions.?

Key Stats to Consider as B2B Buyers Change

• B2B buyers will reject traditional B2B experiences
• Nearly two-thirds (65%) of B2B buyers are between the ages of 18 and 40, according to an American Marketing Association survey.
• As millennial's and Gen Zers become the dominant players on B2B buying committees, the process will shift toward vendors they can easily engage with.
• These buyers grew up in a digital world. They expect to manage the buying journey on their own terms.
• B2B buying committees have grown bigger and more diverse, lengthening the process.
• To engage buyers in a longer buying process, marketers need to develop personalized, targeted content.
• It’s back to basics: providing the right content on the right channels at the right time in the buying cycle.

Sources: The American Marketing Association & Behind the Numbers Podcast

Internal vs. Outsourced B2B Marketing

A question that often arises at the board level or when planning a product launch is "Should they keep their marketing function in-house or outsource it to external experts? Each approach has its merits, but understanding the challenges and benefits is crucial for making an informed choice.

Challenges of Internal In-House Marketing

Running a comprehensive B2B marketing strategy internally comes with its set of challenges. Many businesses struggle with the ever-changing digital marketing landscape, as staying abreast of the latest trends and technologies demands constant learning and adaptation. Moreover, in-house teams may lack the specialized skills required for certain aspects of B2B marketing, such as data analytics, SEO optimization, or the intricacies of targeted lead generation. The opportunity cost of keeping an internal team can be significant, as valuable time and resources are diverted away from core business functions.

Research from sources like the Harvard Business Review emphasizes the growing complexity of marketing, with demands for expertise in areas like data analysis, digital advertising, and content creation outpacing the skill set of many in-house teams. This gap in expertise can hinder a company's ability to stay competitive in a dynamic marketplace.?

Benefits of Outsourcing to a Marketing Partner

Outsourcing B2B marketing to an experienced partner offers a range of compelling benefits. Foremost, external marketing experts bring a wealth of specialized knowledge and skills to the table. Companies like McKinsey highlight the advantages of outsourcing, noting that external agencies often have a more extensive network and experience base, enabling them to stay ahead of industry trends and execute cutting-edge strategies.

Furthermore, outsourcing allows businesses to access a diverse talent pool without the constraints of recruitment and training. The flexibility to scale marketing efforts up or down based on business needs is a key advantage, particularly in the B2B landscape. Research by *Deloitte indicates that 47% of businesses outsource to gain access to skills they don't have in-house, demonstrating the value placed on specialized expertise.

The cost-effectiveness of outsourcing is another crucial consideration. While some may view outsourcing as an added expense, the return on investment often outweighs the costs. A study by MarketingProfs found that 68% of businesses outsource to improve the quality of their marketing efforts, emphasizing the belief in the effectiveness of external expertise.

In-house or outsourcing is a strategic choice

The decision to keep marketing in-house or outsource is a strategic choice that can significantly impact a company's success. The challenges of internal marketing, from the demands of continuous learning to potential skill gaps, are compelling reasons to consider external partnerships.?

The benefits of outsourcing, including access to specialized expertise, a diverse talent pool, and cost-effectiveness, underscore the value that experienced strategic-led marketing consultants can bring to the table. As the digital landscape continues to evolve, businesses looking to thrive in the competitive B2B arena should seriously consider the advantages of outsourcing to ensure their marketing strategies remain agile, effective, and future-proof.

Attempting to handle marketing internally may seem cost-effective, but challenges arise. Internal teams often face limitations in expertise, tools, and scalability. Outsourcing to a specialized agency can overcome these hurdles, providing a dedicated team with a wealth of experience and resources.

Best Practices in Partner Selection: A Collaborative Process for CMOs

Finding a marketing agency that aligns with your goals is a strategic move. It also has to be a collaborative process.?

The right marketing partner is a pivotal decision for any business, and the process is most effective when approached collaboratively. Marketing success requires a deep understanding of both the partner's expertise and the unique nuances of the business seeking support.?

A collaborative process fosters open communication, enabling the exchange of ideas, goals, and expectations. By working together, the business and the marketing partner can align their strategies, ensuring a comprehensive and tailored approach. Collaboration facilitates the sharing of insights, market trends, and industry knowledge, allowing for a more informed decision-making process. This joint effort creates a stronger foundation for successful campaigns, as the combined strengths of both parties are harnessed to navigate the complexities of the market.

Ultimately, the collaborative approach ensures that the marketing efforts are not only aligned with the business objectives but also leverage the unique strengths and insights of both the client and the marketing partner, leading to a more effective and sustainable long-term partnership.

What Your Marketing Partner, Needs to Know About You

When marketing partners, agencies, and consultants start working with a new client, there are several key areas they should pay attention to establish a successful and productive relationship. Here are some important considerations:

Understanding the Client's Business

Understanding a client's business is paramount before embarking on any collaborative endeavor, as it forms the bedrock of a successful partnership. A thorough comprehension of the client's industry, products, services, and target audience is essential for crafting tailored and effective strategies.?

This understanding enables marketing partners, agencies, and consultants to align their efforts with the client's objectives, ensuring that every action taken resonates with the core values and mission of the business. Moreover, it lays the foundation for strategic decision-making, allowing for the identification of unique selling propositions and opportunities within the market.?

By delving into the intricacies of the client's business, professionals can develop campaigns that not only meet immediate goals but also contribute to the long-term success of the client, fostering a collaborative relationship built on trust and shared vision.

?Key points -?

• Gain a deep understanding of the client's industry, products, services, and target audience.
• Familiarize yourself with the client's history, values, and mission.

Clarifying Goals and Objectives

Clear and well-defined goals and objectives are the compass that guides any successful collaboration between marketing partners, agencies, consultants, and their clients. Before embarking on any project, it is crucial to have a mutual understanding of what the client aims to achieve.?

This process involves delineating specific, measurable, achievable, relevant, and time-bound (SMART) objectives that serve as benchmarks for success. By clarifying these goals from the outset, both parties can align their efforts, resources, and strategies effectively. This not only minimizes the risk of misunderstandings but also ensures that the undertaken initiatives are directly tied to the client's overarching business objectives.?

Clearly defined goals provide a roadmap for planning, execution, and evaluation, fostering a collaborative environment where everyone is working towards a shared vision. Additionally, it facilitates open communication, allowing for adjustments as needed, and sets the stage for a successful and results-driven partnership.

Key points -?

• Clearly define the client's goals and objectives for the marketing campaign or project.
• Ensure alignment between the client's expectations and what your team can realistically deliver.

Target Audience and Personas

Defining the target audience and creating detailed personas is a fundamental step in any collaborative venture between marketing professionals and clients. Understanding the demographics, behaviors, preferences, and pain points of the intended audience is pivotal for crafting marketing strategies that resonate and engage.?

By identifying and creating detailed buyer personas, marketers can tailor their messaging, content, and campaigns to speak directly to the needs and interests of the target audience. This not only enhances the effectiveness of marketing efforts but also ensures that resources are invested where they will yield the highest returns.?

Precise knowledge of the audience helps in selecting the most appropriate channels, tone, and content, creating a more personalized and compelling experience. In essence, defining the target audience and personas lays the groundwork for a strategic and customer-centric approach, fostering a deeper connection between the client's brand and its intended consumers.

Key points -?

• Identify and understand the client's target audience.
• ?Develop buyer personas to tailor marketing strategies effectively.

Competitor Analysis

Conducting a thorough competitor analysis is a strategic imperative before embarking on any collaboration with a new client. This process provides invaluable insights into the strengths, weaknesses, opportunities, and threats within the client's industry landscape.?

By understanding the competitive environment, marketing partners, agencies, and consultants can identify unique selling propositions, market gaps, and potential areas for differentiation. Analyzing competitor strategies and performance benchmarks not only helps in avoiding pitfalls but also provides a benchmark against which the success of the client's initiatives can be measured. This information is crucial for developing targeted and effective marketing campaigns that position the client favorably in the market.?

Furthermore, it enables a proactive approach, allowing for adjustments to strategies based on industry trends and competitor movements. Ultimately, a comprehensive competitor analysis is instrumental in crafting a robust and differentiated marketing strategy that enhances the client's competitive edge and market positioning.

Key points -?

• Conduct a thorough analysis of the client's competitors to identify strengths, weaknesses, opportunities, and threats.

Communication and Reporting

Establishing clear communication and reporting protocols is a cornerstone of a successful collaboration between marketing professionals and new clients. Effective communication ensures that both parties are on the same page, fostering transparency, trust, and a shared understanding of goals and expectations.?

By defining communication channels, frequency of updates, and key contact points, potential issues can be addressed promptly, preventing misunderstandings and enhancing the overall efficiency of the partnership. Regular reporting mechanisms are equally crucial, offering a structured way to assess the progress of campaigns, evaluate key performance indicators, and measure return on investment.?

This not only keeps the client well-informed but also provides an opportunity for collaborative decision-making and adjustments to strategies based on real-time data. In essence, robust communication and reporting systems create a foundation for a dynamic and responsive working relationship, ensuring that both parties are actively engaged and aligned throughout the course of the collaboration.

Key points -?

• Establish clear communication channels and protocols.
• Define reporting mechanisms and frequency to keep the client informed of progress.

Are Sales & Marketing Aligned?

In B2B organizations, the alignment of sales and marketing is paramount to achieving overall business success. When these two crucial functions work in tandem, it creates a seamless and cohesive approach to engaging potential clients, nurturing leads, and driving conversions.?

A unified sales and marketing strategy ensures that the messaging and efforts across both departments are consistent, reinforcing brand identity and building trust with clients. This alignment becomes even more critical when bringing in an external marketing team. The external team needs to understand the intricacies of the sales process, target audience, and unique value propositions to craft campaigns that resonate effectively.?

By fostering alignment, the internal sales team and external marketing experts can collaboratively shape strategies that complement each other, resulting in a more holistic and impactful approach to acquiring and retaining clients. This synergy not only maximizes the return on investment for marketing initiatives but also enhances the overall efficiency and effectiveness of the sales process in B2B organizations.

Technology and Tools

The consideration of technology and tools is a pivotal aspect of any collaboration between marketing professionals and a new client. Ensuring compatibility and alignment in the technology stack is crucial for seamless integration and efficient workflow.

Understanding the client's existing tools and systems allows for a smoother transition and maximizes the effectiveness of collaborative efforts.

Moreover, selecting and implementing the right technology and tools can enhance data analytics, streamline communication, and optimize campaign management. A shared understanding of the platforms and software involved establishes a foundation for effective collaboration, enabling both parties to leverage the full potential of available resources. By aligning on the technological landscape from the outset, marketing partners, agencies, and consultants can enhance their ability to deliver results, fostering a collaborative environment that capitalizes on the benefits of modern marketing tools and technologies. Confirm the technology stack and tools used by the client.

Key points -?

• Ensure compatibility and integration with your tools if necessary.

Key Performance Indicators (KPIs)

Defining Key Performance Indicators (KPIs) is a critical step in establishing a clear roadmap for success when initiating collaboration with a new client. KPIs serve as measurable benchmarks that align with the client's overarching goals, providing a tangible means to evaluate the effectiveness of marketing strategies. By clearly identifying and agreeing upon KPIs from the outset, marketing partners, agencies, and consultants can ensure a shared understanding of what success looks like. This not only facilitates focused and targeted efforts but also enables both parties to track and measure progress accurately. Well-defined KPIs contribute to transparency, accountability, and the ability to make data-driven decisions throughout the collaboration. Additionally, having a set of agreed-upon KPIs allows for meaningful reporting and regular performance assessments, fostering a results-oriented partnership where all stakeholders are aligned toward achieving tangible business outcomes.

?Key points -

• Agree on key performance indicators that align with the client's objectives.
• Establish a system for tracking and reporting on KPIs.

Team Collaboration

Establishing effective team collaboration is a fundamental prerequisite for a successful partnership when commencing work with a new client. A cohesive and communicative team, both internally and with the client's representatives, lays the groundwork for a synergistic working relationship. Clearly defining roles, responsibilities, and workflows ensures that everyone involved understands their contributions to the project's success.

Open lines of communication foster an environment where ideas and feedback can be freely exchanged, enhancing creativity and problem-solving. Furthermore, collaborative efforts contribute to a shared sense of ownership and commitment to the project's goals, driving motivation and productivity.

A well-coordinated team, comprising both client and agency members, creates a positive working atmosphere, promoting trust and effective problem resolution. In essence, team collaboration is not merely a procedural aspect; it forms the backbone of a dynamic, results-driven partnership where collective expertise and efforts are harnessed to achieve shared objectives.

Key points -?

• Clearly define roles and responsibilities on both sides.
• Foster open communication and collaboration between your team and the client.

?Timeline and Milestones

Clearly defining timelines and milestones is of paramount importance when initiating a partnership with a new client. A well-structured timeline serves as a roadmap, outlining the sequence of activities and deadlines for various project phases.?

Establishing milestones ensures that progress can be measured incrementally, providing both parties with clear benchmarks to assess the project's advancement. This not only helps in managing expectations but also facilitates effective project planning and resource allocation. Moreover, a defined timeline promotes accountability and keeps the collaboration on track, minimizing the risk of delays or misunderstandings.?

It allows for a shared understanding of project pacing and ensures that all stakeholders are synchronized in their efforts. In essence, a thoughtfully crafted timeline and milestones not only contribute to the successful execution of the project but also contribute to a positive client-agency relationship built on transparency and adherence to deadlines.

?Key points -?

• Develop a realistic timeline with achievable milestones.
• Ensure that the client is aware of key deadlines and deliverables.

Feedback Mechanism

Establishing a robust feedback mechanism is integral to the success of a collaborative venture with a new client. A well-structured feedback system ensures a continuous loop of communication, providing a channel for both parties to share insights, opinions, and evaluations.?

Clear communication of expectations on how feedback will be gathered and processed is essential. This includes defining specific touchpoints for feedback throughout the project lifecycle, whether they be regular check-ins, milestone reviews, or post-campaign assessments.?

The purpose of the feedback mechanism is to solicit constructive insights on what is working well, areas that may need improvement, and any adjustments required to align strategies with evolving goals. Encouraging open and honest communication fosters a collaborative environment where challenges can be addressed promptly, and both client and agency can iterate and refine their approach. Ultimately, a well-established feedback mechanism cultivates a culture of continuous improvement, ensuring that the collaboration remains adaptable, responsive, and consistently aligned with the client's evolving needs and expectations.

Key points -?

• Establish a feedback loop for continuous improvement.
• Encourage the client to provide constructive feedback on strategies and campaigns.

Building Long-Term Relationship

Prioritizing the establishment of a long-term relationship is crucial before embarking on a collaboration with a new client. Beyond the immediate project at hand, cultivating a lasting partnership contributes to mutual success and growth.?

The best way to achieve this is by demonstrating a commitment to the client's overall business objectives and consistently delivering value. Building trust through transparent communication, reliability, and a proactive approach to problem-solving is essential. Seeking opportunities for ongoing collaboration, understanding the client's evolving needs, and adapting strategies accordingly fosters a relationship that extends beyond transactional engagements.?

Regularly assessing and reassessing goals, KPIs, and performance ensures that the collaboration remains aligned with the client's changing priorities. By investing in a long-term relationship from the outset, marketing partners, agencies, and consultants can position themselves as trusted advisors, creating a foundation for sustained success and enduring partnerships.

?Key points -?

• Build a foundation for a long-term relationship by demonstrating value and commitment.
• Seek opportunities for ongoing collaboration and future projects.

A 12-point checklist for choosing a marketing partner, a comprehensive checklist

In B2B marketing, the choice of a marketing agency can be the linchpin of your success. By following best practices, acknowledging the pitfalls of internal marketing, and prioritizing strategic positioning, your business can thrive.?

Embrace a partner that not only shapes your marketing plan but understands the profound impact of brand building and value proposition. With a well-defined game plan and a meticulous evaluation model, you're poised for a transformative journey toward B2B success.

1. Make a list of questions important to you?

Begin by identifying the key aspects of your business that are crucial for marketing success. Formulate a list of questions that touch on your specific goals, target audience, and desired outcomes. This proactive approach ensures that your potential marketing partner aligns with your unique needs.

2. The importance of making sure the agency asks you the right questions

A reputable marketing partner should show a keen interest in understanding your business. The questions they pose should delve into your objectives, challenges, and the nuances of your industry. Their ability to ask insightful questions reflects their commitment to tailoring strategies that align with your business goals.

3. Observe the questions they ask

Pay close attention to the questions the marketing agency asks. Do they go beyond the surface? Effective questions demonstrate a commitment to understanding the intricacies of your business, industry, and target market.

4. Observe if they challenge your assumptions

A valuable marketing partner doesn't just nod along; they challenge assumptions and offer alternative perspectives. This indicates a commitment to critical thinking and a willingness to explore innovative solutions that may challenge conventional wisdom.

5. KEY QUESTION – are they strategically led?

The foundation of a successful marketing partnership lies in strategic thinking. Assess whether the agency demonstrates a strategic approach to their work. Are they focused on long-term goals, market positioning, and comprehensive planning? A strategically led partner is crucial for sustainable and impactful marketing efforts.

6. Look at who they have worked with

Evaluate the agency's client portfolio. Have they worked with businesses similar to yours? Familiarity with your industry can be an asset, but versatility in serving diverse clients also showcases adaptability and expertise.

7. Do they have case studies and testimonials

Case studies and testimonials offer tangible evidence of an agency's capabilities. Scrutinize their past successes and the feedback from clients. These real-world examples provide insight into the agency's strengths and areas of expertise.

?8. Be aware of the awards they have won – many are useless

There is a lot of ‘awards fatigue’ and while awards can be a positive indicator, not all are created equal. Evaluate the relevance and prestige of the awards the agency has won. Focus on recognitions that align with industry standards and excellence.

?9. Ask if they have a process – if so, does their process work with you?

Inquire about the agency's processes for strategy development, execution, and evaluation. A well-defined process indicates professionalism and reliability. However, it's crucial to ensure that their process aligns with your business dynamics and goals.

10. Look at the value you get – not the price

Value surpasses cost in importance. Assess the comprehensive value proposition, including the quality of services, strategic insights, and potential for long-term success. A focus on value ensures a mutually beneficial partnership that extends beyond monetary considerations.

11. Think who at your company will liaise with the agency

?Identify a dedicated point of contact within your organization to liaise with the marketing agency. Clear communication channels enhance collaboration, streamline decision-making, and foster a more productive working relationship.

12. Are the people pitching going to be your account managers

Clarify whether the individuals presenting the pitch will be directly involved in managing your account. Consistency in personnel ensures a smoother transition from pitch to execution, minimizing misunderstandings and maintaining continuity.

Moving Forward?

Choosing the right marketing partner is a strategic decision that requires careful consideration. By employing this comprehensive checklist, businesses can navigate the selection process with confidence, ensuring that the chosen agency not only meets their immediate needs but also contributes to long-term success.?

From strategic alignment and client history to process compatibility and value assessment, each aspect plays a vital role in establishing a fruitful and enduring partnership. Remember, the right marketing partner should not just meet expectations; they should exceed them, bringing creativity, expertise, and strategic thinking to the forefront of your business growth.

Working with seasoned strategic marketing consultants becomes imperative in this context. These professionals not only comprehend the intricacies of AI applications but also possess the strategic acumen to align AI-driven insights with broader business objectives. As AI continues to shape the marketing landscape, partnering with consultants who blend AI expertise with strategic thinking ensures that businesses can leverage the full potential of these technologies to drive sustainable growth and stay ahead in an increasingly competitive market.

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References?

Deloitte?

DeloitteGlobal Outsourcing Survey2022

https://www2.deloitte.com/content/dam/Deloitte/us/Documents/process-and-operations/us-global-outsourcing-survey-2022.pdf

Gartner?

B2B Buying: How Top CSOs and CMOs Optimize the Journey https://www.gartner.com/en/sales/insights/b2b-buying-journey ?

Harvard Business Review?

Traditional B2B Sales and Marketing Are Becoming Obsolete

https://hbr.org/2022/02/traditional-b2b-sales-and-marketing-are-becoming-obsolete ?

McKinsey?

The new B2B growth equation

https://www.mckinsey.com/capabilities/growth-marketing-and-sales/our-insights/the-new-b2b-growth-equation

Digital Clarity?

How to Choose a PPC Agency

https://www.digital-clarity.com/choosing-ppc-agency/

Digital Clarity?

How to Choose a Digital Agency

https://www.digital-clarity.com/how-to-choose-the-best-digital-agency/

Forrester?

The B2B Marketing Gyroscope is Forrester’s view on the expanding remit of the B2B CMO

https://www.forrester.com/research/b2b-marketing/

Medium

How AI is Revolutionizing B2B Marketing?

https://reggiejames99.medium.com/how-ai-is-revolutionizing-b2b-marketing-5b8ca1729651