Tag Archives: b2b marketing agency

Surprise: Most B2B Advertising Isn’t Good. Or Is It?

A recent report by LinkedIn and research agency System1 found that the bulk of B2B advertising is ineffective.  I’ve written elsewhere in this space about the sorry state of B2B creative in general, so the headline came as no surprise.  What was surprising, however, was the criteria by which the… Read More

Report: B2B Buyers Engaging Earlier with Sales

For the last decade or more, it’s been an accepted principle – almost a key tenet – of B2B demand generation that business buyers don’t want to talk to a sales rep until the last possible moment.  It’s why, for example, we marketers have assumed control for more and more… Read More

demand creation agencies

Infographic: SiriusDecisions on How to Evaluate Demand Creation Agencies

Just as B2B marketing has evolved rapidly in the last decade, so too have the marketing agencies who service those B2B companies. In particular, a new breed of agency focused on demand generation (or demand creation) has emerged – these firms tend to be part strategic consultants, part creative agency,… Read More

what's working in B2B marketing

The Myth of “What’s Working” in B2B Marketing

In the agency business, clients look to us, naturally enough, for advice on what’s working in the marketplace, on the assumption that an agency’s collective experience, providing it aligns with a client’s market or product category, can bring real world insight to bear against important decisions relating to topics like… Read More

Personalized Content

Driving B2B Engagement with Personalized Content

Earlier this month I co-hosted a Webinar with Greg Kelly of Vidyard and Jason Oakley of Uberflip on “Driving B2B Engagement with Personalized Content.” During the event, we discussed trends driving the interest in content personalization, addressed some of the key challenges, and presented examples of B2B companies having real… Read More

marketing agency references

Stop Asking Your Marketing Agency for Client References

First, a confession: I hate providing references. As one of the principals at a B2B marketing agency, I get asked for them frequently (though not always) by prospective new clients and, quite aside from the hassle of selecting (who have we not asked recently?), contacting, and requesting permission from the… Read More