What does a B2B agency do?
A business-to-business (B2B) agency is a full-service agency that will market primarily toward other businesses. (As opposed to marketing towards individual customers, which would be B2C).
B2B marketing agencies use similar channels to e-commerce marketing agencies, like digital ads (PPC), emails, SEO, and content.
The main difference between B2B and e-commerce agencies is that a B2B marketing agency will have:
- A good understanding of B2B benchmarks for top-of-the-funnel KPIs. For example, a few hundred searches on a specific keyword are great for B2B but terrible for e-commerce. Your B2B agency will know that and make the right recommendations.
- In-depth knowledge of the B2B sales cycles.
What are Saas Marketing Agencies?
SaaS marketing agencies are a type of B2B agency that focus on marketing and acquiring leads for subscription-based SaaS products (that’s “software as a service”). A SaaS marketing agency will help find ways to increase software sign-ups and sales from other businesses. If they’re full-service, then SaaS agencies will do this by using multiple marketing channels.
SaaS marketing agencies understand a few things that other agencies will not, including:
- The SaaS sales cycle, which is shorter than enterprise sales cycles most
- Industry-specific marketing efforts that work for software
- How to sell a subscription, rather than a one-time product
- A good understanding of B2B technology
Type of Services Provided by B2B Marketing Agencies
Given that B2B marketing agencies fall under the category of a full-service agency, they can provide the same well-rounded services. That can include content creation, SEO, website management, email marketing, social advertising, CRM and Marketing Automation Management, Digital Advertising and much more.
How do you find a B2B Marketing Agency?
Similar to finding a growth marketing agency, to find a B2B marketing agency, you’ll want research and references.
First, that means making sure that you provide a product or service for other businesses and that you want a full-service agency that can help you across multiple channels.
Next, do some preliminary research and check out some agency websites. Does an agency have an easy-to-use site with helpful information and recent testimonials and case studies?
Then, it might be time to book an initial call with a few agencies and see which ones come prepared and have actionable ideas. When you follow these steps, you’re likely to find the right agency.
What are the best KPIs for a B2B marketing agency?
If you’re looking for good KPIs to set for your B2B marketing agency, the KPIs are the same as those for full-service marketing agencies:
- Critical KPIs:
- New Revenue Generated
- Influenced Revenue
- New Opportunities Opened
- Supporting KPIs:
- Number of leads generated
- Form completions
- Demo requests
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