There are some details that distinguish classic marketing from B2B marketing. In principle, B2B – or business-to-business marketing – makes it possible to specifically address the needs of companies. After all, business customers often have different requirements than private customers. And that is precisely what needs to be taken into account when developing the various campaigns.
A modern B2B marketing agency knows exactly which standards apply and how it is possible to stand out from the rest of the competition and showcase your own services and products through the appropriate advertising campaigns. It is also able to relieve companies that no longer have to take care of their advertising themselves.
The following sections take a closer look at the areas of activity of a B2B marketing agency and show how it differs from a traditional marketing agency. In addition, the relevant information helps to determine which agency is the right one for your needs.
What does a B2B marketing agency do?
As the name suggests, a B2B marketing agency is aimed at companies that offer goods and/or services to other companies and are therefore active in the “business to business” sector. The main objectives of a B2B marketing agency include developing individual marketing concepts that are ideally suited to the needs of the target group and are therefore promising.
In addition, the comprehensive service portfolio of such an agency includes processing the results of their campaigns and showing their customers the extent to which which measures have been successful. Transparency plays a particularly important role in this context. After all, one of the aims is to reach the largest possible target group with the available budget.
Ideally, the respective end result appeals to both new and existing customers, thus ensuring an increase in sales and/or an increase in the awareness of the respective brand.
However, many B2B marketing agencies start a little earlier by not only developing campaigns, but also helping companies find the right customers. The more clear it is who belongs to the target group, the easier it is to address exactly these people. It is certainly no exaggeration to say that B2B marketing agencies usually offer a “full-service program” that allows customers to put together their own service package. In any case, it is important to focus more on personalized content these days. In this context, OneLine uses a B2B solution called “Auto Monkey” (for B2B). Here, automated lead generation ensures that, ideally, long-term customer relationships are established in a minimum of time.
What makes B2B marketing special
There are a few details that distinguish B2B marketing from B2C marketing.
The decision-making cycles in B2B marketing are often more extensive and longer. Thus, the development of the various campaigns can also take more time.
For many companies, the aim is to work with other companies in the B2B sector on a long-term basis. Accordingly, advertising campaigns are also usually designed for long-term results.
Over time, numerous B2B marketing agencies have developed an in-depth understanding of the various industries they work in, enabling them to develop particularly well-founded and detailed campaigns.
Although there are exceptions, most advertising campaigns for B2B are more fact-based than emotional. As a result, classic elements such as storytelling are not usually used here. Rather, the aim is to convey emotions.
Another characteristic feature of B2B and B2C marketing is that both variants must be able to recognize the needs of the customers in order to be as successful as possible. While “customers” in the context of B2C marketing are private individuals, in B2B marketing, customers include buyers, department heads and managing directors. And as is so often the case, knowing what your customers expect of you also gives you the opportunity to respond even better to their needs.
Which B2B marketing agency do you need?
Not all marketing agencies are the same. This is particularly true in the B2B sector. If you have decided to outsource all your marketing agency work, you should consider working with a full-service agency. If the agency in question actually offers such a comprehensive portfolio, it will quickly become the sole point of contact for its customers. After all, these companies offer all services related to marketing.
In addition to these, there are individual specialist agencies that focus exclusively on a specific area and employ absolute experts in that area. This is a good solution for those who either have no problem hiring multiple agencies or who only want to outsource a small portion of their marketing activities.
So, if you are currently asking yourself, “Which B2B marketing agency do I need?”, the first step is to take a good look at your needs and expectations. For example, do you want to be completely unburdened? Or do you want to take advantage of the expertise of a professional who focuses solely on a specific area?
Last but not least, you should always take a little time to familiarize yourself with the working methods of the agency you have shortlisted. OneLine has found a tool called “Auto Monkey” that relies on automated processes and helps both the employees of the B2B marketing agency and the companies that book them save time. Among other things, precise analytical methods ensure that the offers for companies (of all sizes) can be even better adapted to the respective expectations. The tool offers a perfectly coordinated contact search, personalized e-mail addresses and the good feeling of regularly receiving qualified leads in you
