Integrated marketing agencies have been a part of the B2B landscape for years. And as the marketing landscape shifts, first from print to digital, and now into a data-driven and analytical mindset, it got us wondering: “Where do agencies fit in this new B2B reality?”
To get some answers, we turned to Keith Booton, founder and CEO of Ivor Andrew, an integrated agency located in the Chicago area that specializes in the B2B industrial market.
According to Keith, full-service integrated agencies can help businesses diagnose problems with their marketing, offer a strategic approach to building markets, and also execute the tactics used to reach B2B buyers.
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As marketing evolves, Keith said strong agencies are maintaining their relevance by keeping pace with the buyers’ journey. Over the next 10 to 15 years, he expects this will remain the secret to agency success, as buyers discover new tools and approaches to researching their B2B investments and comparing vendors.
Keith also shared one of our favorite quotes from a B2B Nation guest: “In B2B, marketing is no less valued than in B2C, but marketers tend to be less valued.”
2:18: What is the value proposition for agencies today?
5:49: How has the value proposition for agencies changed in the last 10 to 15 years?
8:22: How are businesses judging their relationships with agencies in a data-obsessed world?
10:10: Misconceptions about working with an agency.
11:21: How does Ivor Andrew market itself to B2B marketing organizations?
13:34: How will agencies need to evolve in the next 10 to 15 years?
17:15: What is Keith’s favorite tool, the one he cannot work without?