B2B Marketing Agency, How To Drive Your B2B Growth

A B2B marketing agency is great for leader’s who are always seeking opportunities to generate more revenue?

Every year we have the hunger to improve turnover and profit.

As a B2B marketing agency we see in the B2B landscape how easy it can be to be oblivious to the people buying for the businesses you sell too.

And yet those people are the ones capable of making the decisions that will help drive your profit and revenue.

Individuals who can influence and make buying decisions about your product and service.

Living in the B2B landscape it can be easy to say your sales team can manage that.

But how easy it for sales teams to be across everything. And cover every aspect from key accounts to core customer through to prospecting with effectiveness to achieve targets?

B2B Marketing Agencies Improve Sales

We know only 6% of B2B businesses class their sales team as highly effective.

Now this does not mean they are not highly capable.

But highly up against the challenge of sales. 

Ask yourself how much time does it take to grow key accounts?

And how much or rather how little time do I have for prospecting?

In a perfect world your sales team would be time rich.

In the real world we know sales teams are time poor.

And also 55% of buyers gather information on social media. And before even meeting your sales team a buyer has already made 57% of their decision.

So your greatest opportunity is to be with that buyer where they are (digitally), when they are searching for answers and solutions.

This enables a warm pipeline of prospects and releases your sales team to focus on closing warm and not chasing cold opportunities.

Digital Is Key For B2B Marketing

Let us look through the lens of our current world.

One that is gaining pace, with more information about more topics than ever before.

Businesses have had to adopt digital technology, to be current. Not even cutting edge.

Underpinning your activity with digital is becoming the norm, as more departments and systems rely on digital and AI.

I have already said how 55% of buyers search social media for information.

That is them actively searching for the information. 

The other 45% are still there ready to see, learn and listen to new information.

Digital marketing gives you access to the 55% of buyers who are actively searching.

And digital marketing gives you access to the 45% of buyers who will one day actively search, and who now know you, your products and services and your solutions.

Digital marketing removes limitations in B2B businesses’ reach.

From national to global, digital is not reliant on how quickly a sales rep can get from A to B to C. 

Simultaneously in one press of a button buyers located anywhere can see and read your message and your solutions.

Partnering With A B2B Marketing Agency

How many times have you seen people struggle to name their 10 best attributes?

Being so close to something can cause difficulties in describing it, because it is obvious.

Using external creatives and analysts within a B2B marketing agency enables a clear view.

See your USP’s, the obvious ones and uncover your hidden ones.

And provide a fresh perspective on positioning those within your industry.

Being able to move at pace comes from knowledge allowing a B2B marketing agency to move fast to push your messages out. 

Knowledge about platforms, engaging content and visuals, new trends and perspectives whilst understanding your commercial goals. 

You also get access to scale. As an agency will develop insights and data from across industries, from millions content creation data points.

All helping hone and craft the insights and therefore the actions for your business. 

Elevate Your B2B Marketing Strategy Now

We live in a world that rapidly evolves and changes.

And we don’t really have any ability to predict our global future.

Therefore we have to adapt to maintain competitiveness. 

And focus on driving growth and taking market share in a controlled way at the opportune moments. 

By reading this you may be the known legacy brand in your market or the fearless newcomer taking it on and changing it in the process.

Optimising your B2B marketing strategy will help you capture attention. 

Supercharging your digital communication with the right content resonates with your target market, buyers and people of influence.

And with digital you can act with pace and start publishing immediately to bring the changes required. 

Bring the right solutions to different target audiences with insights and technologies that will underpin your B2B marketing strategt.

Personalisation with your B2B marketing strategy is what drives a deeper connection and builds trust in your product and service for them.

And with your customers a deeper connection that can unlock repeat business and new opportunities will keep you front and centre. 

Maximising B2B Marketing Agency Benefits

You may have worked with many or you may have worked with no agencies before.

Ultimately the reason to work with any agency is to create opportunities.

And like when identifying a new employee there are mutual traits to observe to ensure you and that both parties are in alignment.

Agency goals with business objectives

The relationship needs strong communication. 

This will ensure mutual understanding and clarity on the expectations both have about the opportunity and the work required.

Also communication will prevent misunderstandings about projects and timelines. 

Internal resistance can also become apparent if there is reluctance to embrace new methods and strategies. This can make it difficult to find alignment between both agency and your business.

Overcoming budget constraints

In the beginning, especially if new there can be concerns around ROI, this can relate to not understanding the strategies and the long play to generate topline revenue and profitability over time.

Not understanding digital can create the view of cost and liability rather than investment and asset. This view can lead to minimal advancement, ‘old school’ methods and ‘oh that worked’ mentality stifling business progression.

Managing expectations and communication

This comes back to the importance and communication being both clear and honest.

As you do see businesses harbour different expectations regarding the speed and delivery of projects and content.

Without these understood in clear daylight it can lead to frustration.

A part of this that can happen is the creeping in of additional requirements and requests.

Doing so with poor communication can derail the original objectives and reduce the impact and success of the overall work.

Technology To Identify Your Target Prospects

Every year a business may adjust targets.

But if you were to genuinely drive new business growth and cause the increase in new customers would your systems cope?

Because winning new business and losing current isn’t the aim, right!

And therefore before bringing on your B2B marketing agency have you clearly defined who your target prospect is?

Having this knowledge aids the agency in targeting and for developing content.

Cognism Best for Finding Decision Makers

Cognism Sales Prospector tool is built to deliver you with the decision-makers showing intent to buy.

You can build out personas and audiences that share identifiers which enables for highly targeted marketing and communication campaigns.

By having communication focused towards these audience personas you increase open, read and reply rates.

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Cognism wants you to understand who your prospects are.

With Cognism Sales Prospector they will support by identifying when great accounts that fit your desired audience are in the market.

Then deliver who or the team within that account who forms the buying committee. And you can skip the gatekeepers with Cognism’s direct dial contact information.

Cognism wants you to get access to the high-quality and phone-verified prospects that show buying intent activity so you focus on your highest-value prospects that are easiest to reach. 

Utilised via Cognism Intent Data you can capture warm opportunities.

Use this data to work with your B2B marketing agency to amplify social media messaging.

And understand the decision makers that are currently researching solutions like the one you offer.

Cognism, who are they?

As a software business Cognism live and breath tech. 

They are confident in their communication and ability to learn to fully understand their customer and are dedicated to seeing you succeed.

It is a journey that started in 2015 and now they have over 550 employees from across the globe.

Has led to being a 4 star reviewed business on Trustpilot.

Cognism ‘Top Features’

Cognism Sales Prospector and Intent Data are standout features, packed with top functionalities designed to enhance your lead generation efforts.

Top Features and Functions:

1. Targeted Audience Development

• Develop highly targeted audiences and personas to optimise outbound messaging.
• Improve media and social communication by reaching the right people at the right time.

2. Comprehensive Prospect Intelligence

• Generate prospect intelligence around contact data (phone, email), account data (size, technologies), and event data (buyer intent, funding).
• Gain a holistic view of your prospects to tailor your approach effectively.

3. Actionable Insights

• Receive ‘hot accounts’ with tasks to perform immediately.
• Put solutions in front of buyers actively searching for them.
• Optimise low-hanging fruit by acting on real-time data.

Cognism Experiential Reviews

Whenever we start something new it is always good to know from those that have gone before us.

Here are some of the thumbs up and down for Apollo.

Thumbs Up:

• Reviews highlight its value, praising its effectiveness for prospecting and saving time for sales organisations. Also praised is its ease of use, integration with CRM’s and the accuracy of data.

Thumbs Down:

• Some reviews cite issues with inaccurate data and some complaints include stories about receiving unsolicited emails or calls. 

Technology Optimising Your New Prospects

Now the first part of really refining your target audience. Who is the right business to sell to and who is the right decision maker to approach is known.

As a business and how a B2B Marketing Agency can support is getting in front of those decision making individuals.

Providing content that engages and informs them on opportunities for them and provide great insight into the industry.

Starting to communicate this requires clear communication and a customer relationship management (CRM) tool to control the data and the process.

Pipedrive’s CRM Platform Drives Sales

Pipedrive acts as your personal and team time management secret while serving as a powerful sales CRM. Load it with data from prospects, leads, and current customers to gain vital knowledge for closing new deals and uncovering opportunities with existing clients.

With Pipedrive, develop high-quality communication through its internal email marketing. Keep your clients engaged by personalising and automating your email campaigns.

Additionally, never miss follow-up actions again with Pipedrive’s proposed notifications. Stay on track with timely reminders and efficient task management, ensuring consistent and proactive communication with prospects and customers.

Overall, Pipedrive helps you manage your sales pipeline effectively, enhancing time management and enabling your team to focus on building and maintaining valuable customer relationships.

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Pipedrive knows that as a salesperson your time is very important and requires focus. Your time can get used supporting colleagues, attending events and across many days and weeks a lot of time gets taken by the manual tasks of organising your sales diary.

However shouldn’t your sales team be time optimised toward generating the revenue KPI’s?

To protect the time of your sales team allowing for activity to focus on customers and future customers is Pipedrives’ automation.

Therefore your team will be able to use the automation to schedule sales calls and even communicate with customers via the email marketing feature.

Making sure all customers are up to date and get even more contact.

Automate Lead Nurturing

Automation can significantly boost your new business growth while supporting your current customers.

Save time by developing an auto-nurture lead plan, which allows leads to be cultivated automatically until they are warm enough for your direct intervention.

This approach frees up your team members to focus on high-priority tasks that drive revenue.

By implementing an auto-nurture lead plan, you maintain consistent engagement with potential clients, keeping your business top-of-mind.

As leads progress through the nurturing process, your team can strategically step in at the optimal time to close the deal.

Furthermore, automation supports your current customers by streamlining routine interactions and follow-ups. Automated email sequences, reminders, and updates help maintain strong customer relationships without overwhelming your team with manual tasks.

Become Data Savvy

Another combination of time saving and revenue generation lies in insights and reporting. Dealing with large spreadsheets and performing pivot tables or VLOOKUPs can lead to errors if your data is incorrect. Consequently, this impacts your judgement.

Pipedrive’s reports and insights can be tailored to the statistics and data that matter to you. Identify winning patterns and methods that increase customer spend. Recognise the steps that consistently secure new business.

Furthermore, use the forecasting report to achieve your targets. By being future-focused and understanding where your revenue will come from, other departments can better support revenue creation.

If the forecast falls below your target, mobilise your teams in departments such as marketing and product development. Utilise their strengths to bolster your sales efforts.

Pipedrive, who are they?

Started back 2010 as a project originated by a small group of salespeople they wanted to create a powerful tool they could use to enhance what their activities.

With the intention of making the software easy to use to speed up ways of working. Secondly making it highly visual so that it is easily understandable, engaging and can be quickly adopted by new users. These key foundations helped themselves and then new users of Pipedrive to streamline their activities and generate revenue. 

Fast forward to toward Pipedrive is trusted by businesses to unlock potential and scale.

One great example of their openness to work with businesses and share their passion is with their open door policy.

All you have to do is send them an email and they can arrange a visit to one of their offices so you can see and learn how they actually do it. 

Pipedrive ‘Top Features’

Using Pipedrive to manage your time and handle prospects and customers offers several essential features:

Nurturing Leads with a Smart CRM Email Strategy

Engage leads effectively with a targeted CRM email strategy. Build awareness and trust by initiating contact at the right time for both you and your prospects.

This ensures your communication is always relevant and timely, increasing the likelihood of conversions.

Pipeline Scheduler for Seamless Appointments

Eliminate the hassle of back-and-forth scheduling with the pipeline scheduler. Share your diary with recipients, allowing them to choose a suitable date and time in one quick moment.

This feature streamlines the appointment-setting process, saving time and reducing scheduling conflicts.

Comprehensive CRM for Leads, Prospects, and Customers

Maintain a complete CRM with detailed information on leads, prospects, and customers. Sales teams can quickly access data and insights, ensuring everyone knows the status of each account.

This centralised approach prevents duplication and eliminates the need for multiple communications across various methods, optimising efficiency and teamwork.

Pipedrive Experiential Reviews

Whenever we start something new it is always good to know from those that have gone before us.

Here are some of the thumbs up and down for Apollo.

Thumbs Up:

• The praise Pipedrive receives is for its comprehensive features, its onboarding and its productivity enhancing capabilities.

Thumbs Down:

• The negatives we found were the occasional technical issues and difficulties accessing demo accounts. 

Where B2B Marketing Agencies Deliver  

As a leader you want to stay on top of what is happening to drive your revenue and results.

There is a myriad of different services within B2B marketing and working with an agency you can pick and choose what is right for you and your organisation.

Here are some key areas to consider using an agency to bring in intel, perspective and do the hard yard.

B2B agency identifying your target audience

Think about where you sell and who you are talking to, and who drives your revenue.

What you want to develop and have 100% clarity on is what type of business and who your perfect customer is. Clarifying these details eliminates the risks of wasted time and ineffective closing. 

As well as having this clarity to make positive actions it helps reduce the yo-yo ideas which we have heard of where to get sales. Sales may be possible through less obvious prospect types. However the allocation of time and resource has to be considered and utilised in line with targets and goals.

Furthermore we see time spent focused on communication, budgets and resource towards the end B2C user.

However tempting the pull of consumers can be B2B development requires B2B communication and focus.

We (B2B marketing agencies) would always focus on work to grow B2B, building new relationships, cement current connections before putting all engagement on the end user who isn’t your direct customer.

B2B agency review of market segmentation 

Using an agency will bring skill and broad insight when using methods to test a market. Explore which different businesses are within an overall market and create very defined groups or segments of those. Gaining clarity of not just what these different types of businesses are but including other demographic factors into segments guides the content that is created.

As you build your knowledge on markets an agency can build the personas of the buyers within the segments.

What drives them to act, what barriers and challenges do they talk about and why. And what are the pain points specific to those segments that need a solution. 

Communicate pain point solutions

If you are not bringing anything better to help them why would they buy from you?

However, now is the time to act on the above.

You now have clarity on your market segments, the motivations of the buyers and the pain points that they need help with.

Use this data to show up and talk to them.

A concerted and consistent effort rewards businesses with revenue.

Buyers can be building trust in your solution ready for when they can purchase.

So working with a B2B marketing agency will develop your content strategies and channel you toward becoming an industry leader in voice, thought and advice.

Personalise your communication

Maybe your new lead has come from your communication of pain points and solutions.

And now is the time to use your data and insights to understand where they are on the buying journey. 

And as you nurture them on the journey try to build a personalised strategy through account based marketing and email campaigns.

If they are worth winning then personalisation may be worth the work!

With the relevant details such as understanding who is the buying committee, you can create detailed and personalised communication.

And even with some technology understand a prospects tech stack to identify opportunities for them, allowing you to give relevant solutions.

One such technology you could use is 6sense with their account intelligence. 

6sense Best for Deep Account Intelligence 

6sense can be your game changer when getting detailed information on your prospects.

If you know everyone involved in the decision making process then your approach, the information and your style can be tuned to give the solutions they are interested in.

And use timing to take personalisation even further.

When someone says something at just the right time, it feels completely logical and makes perfect sense.

With 6sense’s engagement report you can review the level of engagement and relate it to buying behaviour so your communication and outreach can be the right message at the right time. 

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With 6sense you can develop a deep level of account intelligence which helps maximise your opportunity and also unlocks sales teams time. 

By making sure you are aligned with your B2B marketing agency and applying this knowledge your sales teams will be fully focused on your best account opportunities.

So stop chasing unknown calculable opportunities that may or may not be interested in buying. 

With 6sense your sales teams will understand the right decision maker at your prospect business so effort is focused in the right place.

The right knowledge allows for your sales team’s outreach to be personalised tailored to motivations, pain points and solutions. 

This personalised value will create a stronger relationship and more trust and confidence in your solution.

6sense, who are they?

6sense is a global business with 1,300+ employees and has a mission to transform B2B sales and marketing experiences through AI, big data and machine learning. They are part of the global 1% program, this means 6sense gives 1% of their time, equity, product and profit to their communities. 

6sense Predictive Analytics ‘Top Features’

Predictive analytics is full of useful features, so these top features focus on their Sales Account Intelligence:

Persona map

Don’t just no the names of of people. With Persona map you will understand who they are and how engaged they are and therefore how ready they are fo your solutions.

Now you have this level of knowledge you can be considered and put effort and time targeting the right people who want your solutions. This changes prospecting from some scatter gun approaches to a refined solution orientated operation.

Firmographic and technographic data

This is about gaining data so you have as much data on your prospect to understand them as much as possible, and sometimes probably understand more about them than themselves!

When you understand how your prospect operates and how their business is focused you gain significant insight into them. So whether they are lead by finance, marketing or sales in their decision making you can adapt, relate and communicate to their needs and interest.

And with deep knowledge on their intent to buy you can either hold off or move forwards knowing the solution you are presenting is personalised to them.

6sense Experiential Reviews

We all start something new so it is always good to know from those that have gone before you.

Here are some of the thumbs up and down for 6sense.

Thumbs Up:

• Highly effective account based marketing, with best in-class segment targeting.
• Platform is praised for elevating pipeline quality and the reflective sales growth.

Thumbs Down:

• Comprehensive dashboard can be overwhelming for new users.
• Some dissatisfaction from users over slow loading times.

Crafting Compelling B2B Content

Your B2B marketing agency will be focused on using the available tools such as LinkedIn and blogs to create content.

Content that can capture the attention, answer the unasked questions of customers and prospects and build the initial blocks of a strong relationship. 

Unlocking content creation frees up your teams to focus on their expertise to work on maximising revenue. 

So, how might a B2B agency work with you?

Content Strategy Development

What is your business focused on?

Any decision, vision and even brand personality can shift the message and content.

So you have to consider where is your true focus. Are you targeting high volumes of product at a lower value? Maybe you are at a point where you need to increase margin. Or potentially current business is strong and growth will be on new business.

All your decisions will make content play out differently, because of who and what is being targeted and how you want to reach them. 

Prospect motivation and pain points

From the above we then need to understand in detail your target audience. Because we want our content to motivate their decisions. Put a spot light on their pain points so they themselves understand they need a solution. And then show them your solutions and the business benefits this provides.

To emphasise this but where we focus has to be where you are targeted. So from account growth to new business your content will be tuned to that aspect.

For content it certainly is not just copying and pasting a brochure or leaflet you have onto LinkedIn.

We want to bring the trends of your industry that you customers should know about to them.

This could be content around the seasonal trends that generate sales peaks and troughs. Or trends that showcase new technology and the benefits that brings to the industry.

This knowledge shouldn’t be new to you. But this knowledge is powerful for your content. And this knowledge is powerful to share with customers and prospects.

At the end of your content strategy development we would have:

• Themes of content (trend, solution, news).
• Styles of content (video, infographic, picture).
• Distribution (where will you put your content).
• Key performance indicators (what is success to double down on what works).

Content Formats for B2B Audience Engagement

(e.g. white papers, case studies, webinars)

With your B2B marketing agency you need to identify the best format of content.

Content exists in many forms, firstly you have long form. 

These are detailed blogs, white papers, case studies and videos. They contain a lot of information that is broken into easy digestable chunks. If targeted at the right demographic you would expect the viewer or reader to be engaged and interested.

Another type of content is short form these are the fast paced videos you see on YouTube Shorts, Facebook and Instagram Reels and TikTok. 

Being short and snappy they are easily viewable, need to capture attention and get to the point quickly.

You can use these to capture the attention of people and give them snippets into your world.

Other content that is digested runs from photographic images and GIFS through to text based media and infographics.

Your B2B marketing content

Okay let us say you are a 20 plus year business with a steady customer base. Your customer know what they have always bought from you. And potentially they know you personally as well.

For your growth opportunity is two sided. We want current customers to develop awareness about more of you products and solutions. And we want to capture more new customers.

One key point is to remember the phrase let’s walk before we can run. 

Your B2B marketing is a long play, it is like an athlete training every day for a competition in 4 years.

If you sprint to become Champion in 6 months you will most likely fall short of your goals with fatigue or injury.

Start creating content with B2B marketing agency

You can start by distributing content on LinkedIn.

For example, giving a daily dose of who you are. Introduce your audience to your back office and the team members they don’t see but who keep the cogs turning.

LinkedIn is also a great home for content that gives your potential customers and customers ideas and inspiration. 

So why not identify all the good habits, you wish people and businesses in your industry would do. Make the content around best practice selling habits. Or focus on stock control methods. This can go as deep as you want on what matters in your industry.

It could be in the form of a short spoken video, written text or maybe a photo with a caption. 

Then you can start to look internally, find the success stories.

What solution has helped that customer to grow.

Or what positive change has using your solution had for a new customer.

Take these stories and build case studies around them.

So use that case study in its original format. But don’t forget the impact of breaking it into short form content. So the shorter written pieces, infographics or short video. 

Now you have started you and your B2B marketing agency will develop a rhythm of content creation.

And by using a variety of content types means you cater for people who consume information in different ways. With the consistency of creation it keeps you in the front of mind because you are regularly showing up.

As you develop your content you can add in longer form blogs (5000 words plus) and webinars. These help deliver high industry leadership status, sharing in-depth knowledge and showing expertise. Use these as part of your sales funnel to inform and convert prospects into customers. 

Incorporating SEO Best Practices into Content Creation

Choosing a B2B marketing agency that can help with SEO means you can start to rank your content in search engine results pages (SERPs).

A B2B marketing agency who specialises in SEO will be up to date with the most current search and algorithm trends.

And they will be able to optimise your content by using keywords. 

There will be a range of keywords that are relevant within your industry and suited for your product and solutions.

The research will pinpoint the ones best for you and the keywords you can rank for to bring organic traffic to your website. 

With the ever changing landscape of SEO and what best practices there are an SEO agency can put your business front and centre. Ultimately this will help to attract suitable leads and inbound inquiries. 

Leveraging AI for Content Optimisation

It is now hard to ignore the phrase artificial intelligence.

However for many people and businesses artificial intelligence is still an unknown quantity.

Apart from hearing it is game changing how do you actually use it for your business.

Firstly with some easy setting changes you can make sure AI platforms such as ChatGPT by OpenAI does not use your data and information to train its models.

Secondly AI platforms give you the opportunity to give every employee a co-worker. A super tool that can answer questions, provide ideas and analyse data.

Leading B2B marketing agencies have typically been ahead of the curve in understanding the capabilities of AI.

If your business is starting to leverage digital marketing to grow B2B then AI has become a go to tool and feature.

It helps with content ideation, testing which content performs better. Allowing more effort to be applied where it is required. And even helps create more content in written and visual forms. 

AI for your business has the ability to make sure what you create is targeted to your customer. Allowing you to speed up this creation process, ultimately giving time back to your team to focus generating revenue. 

As said, one part of AI is to help generate ideas and actual content and Canva is one platform that can help turbocharge content creation. 

Canva As Your Mini Content Agency powered by AI

Canva is best for businesses with in-team experience that want to learn and try along the way towards artificial intelligent B2B marketing excellence. 

A key point is if you know your content strategy and are ready to start. Because then using AI through Canva with its Magic Design can let you achieve many many outcomes.

For instance put any media or prompt into Canva Magic Design and you create new and unique designs ready for you to publish and grow awareness. 

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Canva and its Magic Design gives you the capability to be creative.

As a result if you are tiptoeing towards boosting your B2B marketing try Canva in-house, and let your team explore its features.

As I have said you can type your idea and let Canva’s AI start to create the content. This could even be your next sales presentation, and Canva provides your sample content, outline and title. 

Additionally you can try creating engaging videos, something which many people refrain from. But with this let Magic Design do the editing combining videos and text to capture attention.

Furthermore to create your future B2B social media posts start by using images you already have. Put them into Magic Design and it can transform them into ready to publish content. From these content pieces potential customers will have greater appreciation for your businesses solutions.

Design is one aspect, but overcoming writer’s block is another and for this Canva has created Magic Write.

Why? Because everyone can be creative with a little bit of help and AI can take away the time spent thinking and questioning on what to do!

It can be your co-author for a first draft or help re-write your blog.

In addition it can be your creative inspiration for your next or maybe first posts on LinkedIn to pull in new prospects. 

Software, who are they?

Canva is the software behind 15 Billion (and growing) designs.

They themselves started their journey in 2013.

With a mission to empower everyone in the world to design anything and publish anywhere. 

In their first decade they appear to consistently win awards, pop up as a great place of work and clearly use their own software to design their creative inspiring workspaces!

Canva ‘Top Features’

So if you fancy trying to be your own internal B2B marketing agency these are the top Canva features that can help you:

Magic Write

Get content inspiration and refine content so you can publish it and attract attention.

Magic Design

Put current images and photos to better use by turning it into interesting content people want to see. 

Canva AI Powered Apps

By linking with leading apps it means Canva can bring you new features and functions powered by AI to enhance your content creation. 

Canva Experiential Reviews

We all start something new so it is always good to know from those that have gone before you.

Here are some of the thumbs up and down for Canva.

Thumbs Up:

• Canva receives praise for being a valuable tool for content production and being versatile with many features.
• Reviews from users also appreciate Canva’s wide range of templates to inspire and start creating.

Thumbs Down:

• Some feedback from users state they have experience a slow performances and frustration from that.
• Others were disappointed and highlighted professional graphic designers would rather use different software. 

Capture your LinkedIn Opportunity

Whatever you think about TikTok, Facebook or Instagram, think differently with LinkedIn.

As I have said the right B2B marketing agencies can support your LinkedIn efforts.

As a matter of fact this maybe new information but LinkedIn is the world’s largest professional network. With 1 billion members. 

For that reason it makes LinkedIn a power house for your teams. As a result it is a key digital place to find opportunities, distribute content and be leaders of your industry. 

It is no longer a simple recruitment tool. Now being a location where business leaders and decision makers spend regular time and energy.

As a result LinkedIn has moved from job search site to social media. Therefore the principles of content marketing become important to inform and educate the viewers your content is reaching. 

As I have said with consistent content publishing your business has the opportunity to spike brand awareness. And opportunities to create new interactions compounds with every new piece of content.

LinkedIn content 

When you think about content you may think about a friend or family member who every evening seems stuck to their phone and the constant scroll of social media.

As an point of interest think about what content captures your own attention and importantly what does not. 

With LinkedIn content it should add value. Maybe it provokes a thought, provides education on a key topic or inspires people to take action. 

Nevertheless avoid the simple ‘happy Wednesday’ post that is sometimes used. It only acts as a stop gap till a business can think about what to post next. Hopefully something more informative, inspiring and thoughtful.

And remember 77% of businesses are using social media.

Our question is are businesses using it effectively in B2B environments?

B2B marketing content opportunities

And above all what opportunities are being missed and lost without a B2B social media strategy? 

Working with your B2B marketing agency will develop your calendar, this can be coordinate with the trends that are important to you, your customers and your industry. 

And consider defining with your agency or team what I have noted about distribution. Where are you going to post your B2B content? This has to be focused on where the audience that is your target customer lives digitally. I.e. LinkedIn, with its 1 billion users. 

Following that decision is choosing what content style will you use. Ultimately to show your audience how they reach their successes and remove pain points. As I have said content can be anything from long form blogs and case studies to short attention grabbing videos and infographics. 

Next as you build your strategy you have to discuss your posting frequency. For example, do you want to be that loyal friend that shows up all the time to help out and have fun with.

Or that old friend from high school, you’re not sure what they are doing but occasionally they show up at a wedding.

We want, especially as a B2B business want to build awareness, make an impact and grow revenue. All things considered a high posting frequency is preferable to achieve this.

As a result of frequency you test the results and engagement, so you know the best days and times to post. Optimising around this helps yield the best results especially as the platforms algorithm starts to see you as a reliable contributor to their own business. 

LinkedIn commitment

LinkedIn is an opportunity to grow relationships with many people and businesses.

Likewise with relationships in real life these take time to develop, build trust and flourish. 

So it is important that your strategy for social media for B2B development is a structured and consistent plan that directly links to your businesses overall targets and strategy.

Because when social media and LinkedIn is done to the best of your ability you can be in front of the eyes of your industry. Become the definition of trust, reliability and solution oriented for your sector. 

And be seen by your customers and your desired customers regularly, educating them and informing them to build that trust to purchase from you. 

This opportunity needs to be clear with your business leaders and team members not just about what LinkedIn and social media is but the transformative effects it can have. 

B2B Marketing Agency Frequently Asked Questions:

The whats and whys you need to know to maximise the work you do with an agency to make sure you are aligned with them and importantly to your targets.

How to evaluate the ROI of B2B marketing agency services

To evaluate this firstly there must be defined and agreed objectives that can be measured. 

So if brand awareness is a focus measuring the traffic to landing pages and your website can start to show measurement options.

Comparatively if your focus is generating new leads then review the quality of leads engaging with the content. 

First thing to remember is you can look at many targets. These range from conversion of deals, brand loyalty, industry impact, revenue and assess the measurable factors like traffic to sites, closing rates, revenue of time periods, customer acquisition cost, lifetime value and satisfaction reviews.

Lastly for example review ease of collaboration. Is there a good B2B fit, do they provide suitable insights, have good levels of communication and deliver on campaign criteria.

The right B2B marketing agency for your business

Firstly what do you want from the agency? What are your objectives, target audience and desired outcomes. Considering that social media creative is your focus, basically to capture attention through a blend of distribution and posting frequency. Then choosing a website marketing agency may not be as helpful.

Not everyone always lives in your space and a creative agency should be able to understand you. Grasp your needs and your industry and jump in with learnings from elsewhere to help you perform.  

Ask yourself what services do you need? For example content marketing, social media management, full service, website – choose the one that fits your need. 

Following this assess the cultural fit. Can you work closely with their team and understand their work ethic, project turnaround and consider their industry knowledge.

And finally review their pricing, is it transparent and can they agree on service levels and expectations. 

How to choose your key performance indicators for measuring B2B marketing success

Stepping into the world of B2B marketing may be a little on the unknown side but there are many crossovers from B2C marketing.

These are the KPI’s you and your B2B marketing agency can focus on:

Lead Generation Metrics – track and assess the quantity and quality of leads from your B2B marketing campaigns. And alongside those calculate the cost per lead to understand the effectiveness of the campaign to create sales opportunities with the best leads. 

Conversion Rates – you can take these at multiple stages to assess the behaviour of leads and the success of your marketing efforts. For example look at the conversion from website form submissions. Equally important the conversion from social media to website visitors. And alternately how many businesses request a demo that lead to customer conversions. 

Customer Acquisition Cost – use this data to find ways to reduce acquisition costs whilst you maximise the lifetime value of your customer. To calculate divide total marketing and sales expenses of the campaign by the number of new customers within the time frame.  

Return on Investment – compare the new profit generated against the total investment. You can do this for whole campaigns or break down for individual marketing activities across different campaigns and channels. General this should identify your most lucrative options to pursue greater growth and revenue. 

Customer Lifetime Value – understand the lifetime value of your B2B customers. Analyse purchasing behaviour, retention rates and lifetime revenue contributions. Knowledge on your customer LTV will help create strategies to enhance customer loyalty and repeat business. 

Ensuring alignment of B2B marketing agency values and company culture

This can be the hardest ones to measure. Especially up front, but getting to understand each other before committing to a contract can be the best KPI for your returns. 

You want to give the B2B marketing agency insight and equally understand their take on factors such as transparency, innovation and commitment to excellence. Identifying agencies that work with professionalism and a creative and collaborative mindset will help determine your compatibility and fit. 

Even understanding how they prefer to communicate will help determine compatibility. And understanding how they like to collaborate with you and your business gives insight into the decision making with your B2B marketing agency. 

Grange and Cairn Conclusion

So we are a long way down the page and you have read all about B2B marketing agencies and even the tools that can speed progress internally to maximise your B2B efforts.

If you want the growth propellant of a B2B marketing agency this is the summary:

Importance of digital marketing and partnering with a B2B marketing agency

55% of buyers search social media for information. 

And with these decision makers spending regular time online you have an opportunity to be seen and show your USP’s. 

Utilising digital marketing gives your B2B marketing an opportunity to broaden its reach beyond the calls and emails of a sales team.

After all as you conduct more digital marketing an agency can enhance you further. From their analysis and insights allowing your marketing messages and campaigns to be honed for greater success.

Elevate your B2B marketing strategy and maximising your B2B marketing agency

Whether you are marketing a new or established brand the world still has unknown twists we cannot see. So focusing on controlling your B2B marketing strategy allows you to control your narrative, adapt and maintain competitiveness. 

You can move with pace and personalisation to create content that resonates with the decision makers you want to meet and communicate with.

As with those decision makers, communication is key to maximise the efforts with your B2B marketing agency.

Open and clear communication around objectives, delivery expectations and costs put you in a strong position to work harmoniously together. 

Altogether it is important to appreciate that digital marketing is to further your brand is a project rather than a 3 month spike. Over time equipped with your B2B marketing agency you will nurture quality leads and optimise customer lifetime value. 

Identify important customers and prospects with your B2B marketing agency

Have you already identified clear segments? If not then use the expertise of your B2B marketing agency to analyse the market, and understand the various customer segments your products or services can cross.

Understanding your target audience, who they are and where they live (physically and digitally) gives you information on what and how to communicate. 

And the more you know and understand their motivations and pain points the more your consistent communication develops your identity as an industry leader.

Editorial process

Our articles are curated by experts in B2B business with expertise in AI. And are focused on the technological opportunities that exist for B2B businesses.

The reviews are constructed through the analysis of hundreds of actual experiences and condensed into our concise thumbs up or thumbs down format. 

Some of the links in this article may be affiliate links. This means at no cost to you they may provide us compensation that helps fund the costs of this site. 

James Ambel

With over a decade of B2B expertise across multiple industries and a passion for integrating new technology to elevate his ROI James’ writing allows all of this to come together. His belief is many B2B businesses could maximise their time, focus and ROI to an even higher level.