A Competent B2B Agency -
Just what the Doctor Ordered:

From Philadelphia Business Journal


You’ve seen the TV commercials that suggest you “Ask your doctor if the fuchsia pill is right for you…” No doubt it struck you that they seem to have forgotten something – like the name of the condition, or even the symptoms, that might compel you to visit the doctor in the first place. (“Doctor, I desperately want to run through fields of daffodils in slow motion. Is the fuchsia pill right for me?”)

Then there are the print ads that picture an SUV high atop a desolate, craggy range, as if it could have been driven there, or as if someone is foolhardy enough to drive it back down. Believe what you will, but there is not a word of copy in the ad to tell you how it got there. Or the size of the engine. Or the estimated fuel economy. Or the amount of cargo space. Or…

Try tactics like these when your aim is to sell your business’s products to another business, and here’s the response you’ll hear: (Hear anything? Neither do I.) So why, when you’re ready to begin a business-to-business (B2B) marketing communications effort, would you grab the phone book and call just any advertising and PR agency?

At first glance, the difference between a consumer-oriented agency and a B2B agency may appear subtle, but look more closely. A good B2B agency understands two very important things that not every agency knows:

The nature of your audience(s)
Business buyers don’t suddenly decide that they must have a certain item, hop in the car, and head for the nearest mall. They don’t guide their shopping carts down the aisle of the local retail outlet, merrily tossing in hydraulic pumps, flame-retardant polymers, or project management solutions. The buying process is careful, deliberate, and multi-layered. It begins with the people who identify the need, then moves on to people who give names and numbers to the technical specifications. Then it reaches the purchaser, who negotiates price and terms and, finally, to the executive who approves the purchase. Along the way, there may be others who influence one or more of these people.

In business purchasing, the stakes are exponentially higher than in consumer purchasing. Specifying and purchasing professionals often put their careers on the line. Buy the wrong autoclave and you don’t just toss it out as if it were a two-dollar tube of toothpaste – but the person who recommended the purchase might be banished that quickly. For this reason, marketing communications materials that are used to reach this audience, whether they be ads, brochures, data sheets, news releases, case studies or white papers, had better provide the right information, and reflect the appropriate gravitas, or they will be dismissed out of hand. A good B2B agency knows this, and is skilled in producing materials that provide the right information to the right audience, in the right amount and in the right tone.

Where and how to reach your audience(s)
Unlike consumer goods, there are no hip, hot, or trendy products in the B2B world. There is no “best place” to reach all of the people who may influence the decision to buy your product. The technicians read the trade journals. The C-level executives read the business and financial publications. The purchasing agents read product reviews and buyers guides, or search Web logs in the hope that a colleague has already made the same purchase and can provide some practical experience. In fact, pretty much everyone who is involved in a business purchase will check the Internet at some point – but not necessarily the same Web sites.

Consequently, there is no single message, no single venue that will reach all of these people, and a good B2B agency knows that. They know that while the technician wants speeds and feeds, the CEO wants to know that the company he’s buying from is solid and reliable. The CFO wants to know, not just the initial purchase price, but costs of operation, scheduled maintenance, repair, and spare parts.

A competent B2B agency knows where and how to deliver messages tailored to each of these influencers, in language each understands. B2B professionals know when and where to apply any of the multitude of PR tactics and tools on a client’s behalf. They will also have established relationships at appropriate media outlets. An agency that is oriented toward consumer advertising and PR will have to start from scratch, building media relationships and developing a B2B mindset – on your dime.

A good B2B agency will also know that:
Positioning is a growing thing – Part of a comprehensive marketing communications program involves positioning a company or organization as an industry leader, whether in product quality, service, technical expertise, or innovation. This is not done overnight, nor in a single big splash. Respect and credibility in the B2B universe have to be earned, and a good agency will design a plan that steadily draws attention to a client’s strengths.

News releases alone do not constitute a “comprehensive” public relations program – Some agencies think that papering the world with news releases is the best thing they can do for a client. They call it, “establishing an information flow.” They’ll say it builds awareness of a client by keeping them “top-of-mind.” Unfortunately, a never-ending stream of releases seldom offers information of any real substance, and quickly trips the media’s “fluff radar.” It also nullifies any credibility the client may justly deserve, and dooms future releases to the round file. No tool box contains just one tool. Neither should your B2B PR program.

It’s more than just meat and potatoes – In some circles, B2B advertising and PR are viewed as “dull” or “dry,” because the perception is that it’s about features and benefits and nothing else. A good B2B agency knows that sound marketing strategy only begins there. More often than not, your prospects are looking to buy a company, not just a product. An experienced B2B agency can develop a plan that makes your products and your company appealing to your prospects on a variety of levels – technical, financial, intellectual and, yes, even emotional, when that is what the situation calls for. (Hey, we’re serious, but we’re not heartless.)

When your business needs to talk business to other businesses, it simply makes sense to engage the assistance of an experienced B2B agency that knows the audience, speaks the language, and has the relationships. Choosing an agency that doesn’t offer these strengths may be a prescription for failure.


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