By When we go to make a purchase, an incredible 95% of the decision-making process occurs unconsciously. Emotions — rather than logic — drive a significant amount of consumer behavior. That means both B2C and B2B marketers have to connect with prospects on an emotional level if they want to effectively convince them to buy.
This phenomenon is further complicated by the fact that customers can be as far as 70% through the buying process before they actually reach out to a potential brand. In other words, businesses need to know how to create multifaceted campaigns that allow them to engage their target audience as they navigate the internet, long before they actually speak to the leads personally. This is particularly true for B2B technology companies, whose products and services are inherently digital.
Effective B2B technology marketing requires an intricate, rapidly evolving understanding of the industry landscape and the agility to quickly shift resources whenever the need arises. The ability to mold campaigns and effectively engage the increasingly digitally sophisticated customer is where B2B inbound marketing agencies shine.
While many businesses can accomplish some marketing goals with an in-house team, there are clear and distinct advantages to working with an experienced agency. Here are just a few.
Save time
A B2B digital marketing agency focuses all their work on engaging people effectively online. Since they dedicate all their time towards encouraging the subconscious decisions we discussed above, they can accomplish the same results in less time.
Additionally, to reach these customers, you need a team that can go deeper than planning and organizing campaigns. You need talented writers who can create engaging content that your customers appreciate. You want to have graphic design specialists who can help you create effective infographics and images for your content. Then you need strategists who can help with social campaigns and search engine optimization (SEO).
A digital agency has all of these subject matter experts — either on their in-house team or in their professional network — ready to work on your campaigns and make sure every touchpoint has been expertly produced.
Improve your results
You want your inbound marketing efforts to yield an excellent marketing ROI. Digital marketing agencies have the background knowledge and understanding to make this happen.
An agency is working with a variety of clients, producing campaigns and engaging customers across the B2B space. They see in real-time what customers respond to and the latest trends that have evolved in interacting with customers. Since their business focuses completely on B2B marketing, they have the time and resources to stay up to date on the latest information.
Working with a digital agency allows you to tap into this potential as well. You’ll gain access to the resources needed to pivot quickly to meet changes in consumer needs. The information that an agency can bring together from working on countless campaigns far outpaces a digital team from just one brand. This combination of experience and expertise amplifies their understanding and their ability to help your organization seize the latest opportunities.
Leverage the cost-effective potential
Although it might sound cheaper upfront to work with in-house marketers, in the long-term, hiring a digital agency will actually become a cost-saving measure.
- Employees at digital agencies work faster and more efficiently. Since they specialize in digital marketing as a whole, they know how to work faster and smarter to accomplish the same tasks as anyone else.
- These marketers have access to the latest techniques, tools, and industry contacts. Rather than having to bring in your own marketing tools. regularly update your software, or constantly vet and recruit new vendors, you can tap into the resources of a digital agency.
- You know the flat rate of what you need to pay. With a digital agency, you have a predetermined monthly fee you will pay for them to get your brand in front of customers. If you end up having to quickly pivot a certain part of your campaign, they have resources to make it happen while still keeping your bill predictable. In-house employees can come with unforeseen fees, such as overtime or onboarding costs.
Working with a digital marketing agency can help those in the B2B technology industry take their inbound marketing even further. Rather than simply counting on a few professionals to manage the intricacies of the complex, emotion-driven campaigns needed to engage the modern consumer, you will have an entire team of highly experienced professionals at your side ready to help you achieve your B2B marketing goals.
If you want to learn more about what makes a digital marketing agency such an asset for a modern company, contact Relequint. We also invite you to download our B2B technology case study for a real-world example of how inbound strategies can yield significant marketing ROI.
