In many B2B companies , a sales-oriented culture is deeply rooted in which marketing is primarily focused on supporting sales in the initiation and implementation of business projects. This attitude means that these companies are not optimally positioned to meet the demands of a modern marketing world. The traditional conflict between sales and marketing, where the question is who makes the actual contribution to the company's success, further exacerbates the situation. A B2B agency can help to take this culture into account and circumnavigate any blockades.
In this blog article, we would like to address five misconceptions that make it difficult for B2B companies to collaborate on marketing with an agency and explain why a specialized B2B agency can be beneficial in this context.
1. incorrect assessment of one's own role
The first step to successful collaboration with a marketing agency is to realistically assess your own role in the process. A widespread misunderstanding is the assumption that an agency takes over all tasks and the company itself no longer bears any responsibility. But an agency can only work successfully if it works closely with the company and can draw on its expertise and resources.
2. underestimation of the transformative character of modern marketing.
Modern marketing goes far beyond creating campaigns and requires rethinking at all levels of the company. It's about developing an integrated marketing concept that works both online and offline and focuses on the needs of customers. An agency can help manage this transformation by contributing its experience and knowledge of digital marketing.
3. difficulties in dealing with the technical aspect of modern marketing.
Progressive digitization has fundamentally changed marketing and brought many technical aspects to the fore. B2B companies often find it difficult to build up and deploy the necessary technical expertise. A B2B agency has the necessary know-how to successfully implement digital marketing strategies and support companies in using the latest technologies.
4. neglect of the topic of brand marketing
Another misconception is that brand marketing is irrelevant for B2B companies. Yet a strong brand is crucial, especially in a digital world where customer attention is fiercely contested. A B2B agency can help companies define and strengthen their brand identity to stand out from the competition.
5. insistence on silo structures
Modern marketing strategies require close collaboration between different departments and teams within a company. Unfortunately, many B2B companies tend to stick to outdated silo structures where departments work separately and communicate little. This makes it difficult to develop a cohesive and effective marketing strategy. A B2B agency can help break down these silos and foster a culture of collaboration and sharing that is essential for success in modern marketing.
Conclusion
The modern marketing world poses great challenges for B2B companies. To overcome them, it is important to consider working with a specialized B2B agency. Such an agency has the necessary expertise to help B2B companies transform their marketing strategies, overcome technical hurdles, strengthen the brand and break down silo structures. By working with a B2B agency, companies can optimize their marketing activities and thus ensure the company's long-term success.