Over my years of holding various marketing roles with several large technology companies, I came to realize I needed a marketing partner rather than an ad or marketing agency.
Value of a B2B Marketing Partner
There were many times during my career when I was unable to complete a job (due to my workload, a personnel shortage, or simple know-how) and needed a third party that could handle the marketing work for me. I never needed anyone to altogether take over my campaign, as the agencies all seemed to want to do. I wanted a company that would listen to me, consider my needs, partner with me, and make me look good in front of my peers and management.
I worked with plenty of agencies that took over my campaign and charged me every time I met with them or had to rework something. Then I discovered there was something different out there: marketing companies that would partner with me and enhance what I did, rather than trying to take it over and give it their own direction.
One vision: An extension of your marketing team
From then on, I worked with companies that partnered with me, rather than agencies. These companies had project managers and creative team members who listened to my needs, made suggestions, and always went in the direction I wanted to go in. I especially appreciated those that didn’t nickel-and-dime me at every turn and didn’t seem to view our relationship as just a short-term revenue enhancement.
Needless to say, there aren’t a lot of marketing companies out there that truly understand the value of a long-term partnership. So do your due diligence. Find one that wants to help you manage your needs and your plan, and help you excel. And avoid the agencies that tell you what to do, tell you what your needs are, and take over your planning.
Finally, look for the marketing company that responds quickly, can handle fire drills, and is eager learn your brand and internal processes. A company that’s willing to do all that is a company that understands the value of partnership and is willing to invest in a long-term relationship that will better help you reach your marketing (and career) goals.
Blogger Bio: David has 20 years in the industry with 17 focused on delivering high-impact marketing with several Fortune 500 B2B companies. He joined MarketReach in 2013 to help grow our relationships. Stay tuned for David's next blog on the keys to adaptability.