In our earlier article on ‘The New Model Agency’, we mentioned a higher than average flexibility enabled by a more collaborative agency model. However, why and when do you need more flexibility in your marketing and how does this affect the bottom line? In this article, we explore four areas where increased levels of flexibility can significantly improve the outcome.
The Expertise & Service Matrix Model

To deliver effective campaigns in specialist B2B industries requires a full breadth and depth of skills. Quite often B2B businesses will look for an agency who has experience and a successful track record in their particular specialist industry. This decision makes a lot of sense when you consider that the learning curve would be considerably longer and more involved with an agency of no, or little, experience. It would be challenging and unreasonable for a business to expect one agency to have in-depth insights across all sectors. Therefore, an alternative mechanism for their agency to access insights and experts into industries outside their normal spectrum of expertise could offer a more flexible alternative to meet requirements.

The same goes for marketing services. There has been a tendency towards agencies becoming more specialised in their service offering, so if a business needs brand management work, but their agency specialises in digital marketing, then they would then need to invest a considerable amount of time and effort seeking out a branding agency to meet their current need.

Therefore, an expertise and service matrix model that allows businesses the flexibility to maintain their current agency relationship but have access to proven experience and skills from elsewhere becomes very attractive. Clients working with BBN who have benefitted from such a model have reported this as a far more efficient way to meet their varied requirements.

Global to local

Businesses need consistency and cohesiveness when rolling out a campaign across different geographies that requires on the ground implementation. Unless you employ a global agency with offices in each of your sales markets, this can be challenging. In our article ‘Global. Local. Yeah’ we explore how having International reach with localised relevance in your B2B marketing is so important. We’re pleased to tell you there is a flexible and cost-effective alternative if your local agency is not able to support your international marketing strategy.

Tech savviness

The world of marketing communications, particularly martech moves at an ever-increasing pace, so it’s tough to ensure your people keep abreast of new developments and technologies. One option is to employ an agency who does this on your behalf, so you spend less time and investment trying to keep up. We mentioned in our previous article ‘The New Model Agency’ that many agencies have elected to invest heavily in technical talent to offer the tech support their clients need, however with so many different platforms available it would be difficult to find an agency who had experts and knowledge on all of them. However, if an agency has collaborative relationships with other tech-savvy agencies, then the variety of platforms they can support suddenly becomes wider. With this in mind, the client can expect a far more flexible, agnostic and objective approach to martech solutions.

Rules of engagement that foster innovation

As we explored in a previous issue of Buzz magazine, a purely transactional relationship, between client and agency, limits the agency’s mission to non-critical tasks and is characterised by a low level of interdependence and engagement, which is ultimately unsatisfactory for both parties. Successful collaboration between a business and its agency enables innovation to emerge, itself a source of increased benefits for both. Industrial and commercial success is increasingly based on co-innovation and co-development between customers and their partners. To maintain efficient account management and seamless communication between client and agency (especially when multiple locations are involved) requires a tried and tested process that sets out specific ‘rules of engagement’ that cover responsibilities, expectations, financial transparency and consistent communications. Without such a model, organisations like BBN could not function effectively. However, the model BBN employs also allows for flexibility to adapt freely to the client’s way of working.

If you need a ‘flexible friend’

Then look for an agency who is open and experienced in collaborative partnerships, it will be far more effective than other alternatives.

To learn more about BBN’s flexibility go to:


This is an article from BBN’s Buzz Magazine on ‘B2B marketing without borders’.

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