This post is for you if you are responsible for delivering the big numbers in a B2B-focused company. Yes, you -the sales leaders, the marketing heads, and everyone who feels the pressure of carrying a sales target, either directly or indirectly.
Chances are that if pay heed to the data, you would almost certainly have altered your marketing mix over the last few years to add more content, more social channels, and more of everything digital. It’s also possible that after starting down this B2B Social Media path, you may have wondered if you have the people or the time, or the strategic depth to be able to do all this on your own. At times like this, you may start considering engaging a social media agency –that’s where this post may come in handy. This is my attempt to outline the 5 defining characteristics of a B2B specialist agency. This could help you determine if the agency pitching to you has serious B2B chops or not!
- Understanding of the sales process: A true B2B specialist agency must have a deep understanding of just how the B2B Sales process is different. These agencies know that this is more complex, involves more decision makers, takes much longer, and is driven by logic more than by emotion. Such a complex sales process demands a more complex content and social strategy. Can your agency under consideration convey how the strategy will change to address the nuances of the different decision makers and the various sales stages?
- Focus on business outcomes: Branding is important, no doubt about that, but the B2B specialist agency will almost certainly focus the conversation on delivering some other, more tangible business outcomes. They will talk about numbers, they will showcase the reports they generate, they will explain at length what they measure and how those measures are relevant to the specific business objectives you are driving for. They may surprise you by their interpretation of some traditional metrics. For eg., they may well claim that reach/impressions are more important than the number of fans or followers. They may focus more on the clicks going back to the website than on the number of “likes” and so on.
- Channel focus: Most in the B2B game now agree that LinkedIn is the most important channel, with Twitter to follow, and your agency would know that too. The real expertise lies beneath the surface. What experience do they have of working with LinkedIn groups? What stories do they have to tell of the impact their clients got from Linkedin groups? On Twitter, beyond RTs, what is their plan for engaging with Influencers? B2B Influencers are acknowledged experts in their space and it takes skill to build and nurture a relationship with them that is based on mutual trust and respect. Does your agency give a sense of knowing how to do that?
- Expertise in “professional” content: B2B content is just different. This is professional content consumed by professionals. The focus is on being informative, showing thought leadership, and projecting expertise. Different objectives demand different types of content written differently. No doubt the content has to be readable but in many ways the depth of the content is even more important than the language. Can the agency point to their work that is available online? I submit that samples have relevance only if they have made an impact in the real-world.
- The right evidence: The proof of the pudding is in the eating and that’s where references or testimonials come in. Most agencies can provide references on request but to my mind, not all references or testimonials are equal. Does your agency have references they can share from companies similar to yours? Again, like content samples, I submit that the best testimonials are those that are in the public domain. Do the clients of your agency under consideration care enough about them to say so to the whole world?
This is a new space with potentially vast opportunity and a number of agencies are making their play there. But being a specialist B2B social media agency is hard. It’s not everyone’s cup of tea and so choosing the right agency could make or break your own B2B Sales effort. I hope this post will help you make that choice. Or you could make it easy on yourself and just call Midas Touch Consultants.
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