For a client to ensure that their agency can consistently deliver value to their business, marketing executives need to be honest and transparent about what they expect from the outset. Based on these expectations and needs, a decision can be made as to whether the agency’s current model can help them achieve their marketing objectives or not. If not, then the client needs to consider its options, which could include searching for agencies who offer a new model approach with higher levels of flexibility and collaboration.
There has been a significant shift in the number of partnerships, acquisitions and collaborations taking place in the B2B marketing agency business. Smaller, more niche agencies are recognising the need to be part of a larger group or organisation to meet the diverse and expanding demands from their clients. We’ve noticed that our partners’ collaborations are increasingly less about the location and more about leveraging expertise and skills from within the BBN partner group to meet increasing client demands.
Many agencies are heavily investing in tech-driven talent to offer their clients the tech support they need, therefore fostering longer-lasting partnerships. While these agencies provide a well-rounded martech proposition, they tend to be software agnostic, ensuring that their clients get a tailored solution to meet their needs.
As marketing becomes more innovative, targeted and technology-driven, it is inevitable the skills needed to execute these activities will need to come from more than one agency; This will, therefore, demand greater collaboration or projects and campaigns could become fragmented and inconsistent. Many clients have said they have a desire to work with a lead agency that can work with other specialists and optimise relationships with them. Very much like our partners already do under the BBN ‘Rules of Engagement’ model.
Another changing trend in the B2B agency community is the blurring of boundaries between PR and marcomms agencies. These new hybrid forms of agency are very successful at offering clients the best of both worlds, and BBN is living proof of this.