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Business-to-business marketing, better known as simply B2B marketing, is the process and strategy of marketing services or products to other businesses instead of the public. It is different from standard marketing and a different approach is necessary to pull off successful B2B marketing.

Not only should the B2B marketing content be more straightforward and informational, but it should also be less emotional and ‘salesy’ than typical marketing.

Nailing your B2B marketing requires careful planning and can be quite difficult. That’s why partnering with a B2B marketing agency is such a good idea. These agencies have the experience and expertise that businesses need to successfully build and launch marketing campaigns.

So what do B2B marketing agencies do? Let’s find out!

What Exactly Is a B2B Marketing Agency?

A B2B marketing agency is a group of people that are dedicated to helping businesses and organizations plan and execute effective and efficient B2B marketing strategies.

These agencies typically have a lot of experience in the B2B industry. They know how to market to this specific audience. They know that emotional marketing isn’t the way to go, and are focused on facts and accuracy.

Because these agencies can be quite costly, it’s important that you as a business choose the right one. This article takes a look at what these agencies offer and what you should expect when working with them.

What Does a B2B Marketing Agency Do?

B2B marketing agencies have a wide range of services that they offer, depending on what agency you choose to work with.

Here are the main services and why they’re important:

Offer Strategic Insight

B2B agencies worth their salt are up-to-date with the latest technology used in marketing. They also know all the right strategies using this tech. They have honed their skills by using tactics that are effective and efficient.

When you work with such an agency, you get access to not only the strategic insight that comes with experience but also the skills required to put that knowledge into action.

Research, customer insight, timely execution, and careful planning are essential for good B2B digital marketing strategies. When working with a reliable agency, you can get all that and more.

This kind of insight will be useful even after you’ve stopped working with an agency. If you pay attention, you can learn a lot from them and the way they do things.

Undertake Customer Profiling

One of the key elements to successful B2B marketing is knowing your target audience like the back of your hand. Customer profiling is how you achieve that kind of understanding, and it’s one of the services that a good B2B marketing agency offers.

Knowing your target audience’s preferences, pain points, wants, and needs is crucial for creating content that resonates with them. An agency will be able to build a detailed and refined customer persona that will help you truly understand your customers.

Although it’s possible to build impressive customer profiles on your own with your marketing team, marketing agencies have many more premium and high-tech tools at their disposal. This makes their information and research easier and much more accurate.

Effectively Measure ROI

A strong and experienced B2B marketing agency will be able to help you take the guesswork out of your marketing efforts. These agencies have a great understanding of how to use marketing strategies to achieve various business goals, and how to measure their success.

It is essential that any marketing campaign is monitored and that the ROI (Return on Investment) is accurately measured. Getting value for the money you spent on the agency is only fair, right? A good ROI indicates that you’re making the right choices and that your marketing strategies are achieving the goals you had in mind when planning them.

If a marketing agency isn’t able to offer this service, you should choose a different one. Not knowing how strategies are paying off is like trying to find your shoes in the dark while wearing a blindfold.

If you’re not measuring the ROI of your efforts in detail, you won’t know which of your marketing ideas are working and which ones need to be adjusted or scrapped because they’re wasting resources and time.

Balance Branding and Demand Generation

It’s important that the agency you choose offers a good balance between demand generation and B2B branding. For the most part, a demand-heavy strategy is short-term, and a brand-heavy strategy is more long-term. Balancing these two will get you better results at the end of the day.

The B2B marketing agency that you partner with may want to focus on one or the other more. However you can make it clear that you’d prefer a balanced approach. Of course, this all depends on your immediate needs, and a good agency will take that into consideration.

Integrate B2B Tech Marketing Tools

To gain and keep a competitive edge in your industry, you’ll have to use the latest technology and trends. Your chosen B2B marketing agency should be able to not only identify the best technology for your goals but also know how to use it effectively.

Whether you need monitoring and listening tools, analytics tools, a new content management system, or messaging tools, your agency should be able to suggest the best options and help you integrate them with your marketing strategies.

There are many tools to choose from, so knowing which ones are worth your time can be difficult. That’s why working with an agency can be beneficial. They’ll be able to indicate which tools are effective and which ones don’t meet your requirements.


Last, but certainly not least, on our list is dedication. You need to work with a B2B marketing agency that isn’t in it just for the money. The team must be dedicated to offering you the best they have and sharing all their knowledge and expertise with you.

Some agencies will assign a dedicated person who will be able to work with your team around the clock and whenever you need them, even after business hours. This isn’t the norm, but if you find an agency that is willing to go above and beyond like that, definitely consider them.

Working with an agency that is dedicated can go a long way for your business because you’re always able to get expert advice and guidance.

Request a FREE Website and Digital Consultation!

Choosing the right B2B marketing agency can take a lot of time and consideration. You need to work with a reliable team of experts with years of experience. GoingClear is a group of highly dedicated experts in web design, development, marketing, and strategy located in the Boston, MA area. We can help you find the best ways to build a successful website. Reach out to our team today to get started!