The business setting is highly competitive, driving the need for B2B marketing agencies. These marketing professionals are an important factor in making companies successful, particularly those at the scale-up or post-start-up level.
For any organization seeking to become a high-growth business, it is important that there is a good marketing strategy, above all else, in the digital space.
Paid advertising, Search Engine Optimization (SEO), and content are necessary for generating leads, but most importantly, a great marketing expert will help make your efforts better in general.
A B2B marketing consultant or expert not only handles campaigns but also brings in clear and strategic impacts to your marketing operations.
These professionals conduct in-depth market research and engage in content marketing to build trust and attract business clients. Thus, you can rely on their scalable, revenue-generating expertise to create a clear path towards growth.
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What does a marketing expert do?
In today’s economy, the B2B sector remains a significant component, estimated to reach $18.57 trillion in 2026. This sector drives technology sales, as well as a vast range of other products and services sold to business customers.
B2B marketing involves complexities that must be handled through strategic activities and experience. In the past, conventional businesses had an in-house chief marketing officer and a team of consultants, but these roles consumed significant resources.
Hence, many businesses, including engineering, manufacturing, and technology companies, are outsourcing their marketing to an external consultancy.
The partnership with a specialized B2B marketing strategist provides professional guidance that suits your business’s needs.
Generally, these experts have a proven track record, specializing in specific industries (e.g., SaaS or retail) or across various industries at different business stages.
While you may have fragments of ideas of what you plan to do, having an expert assist will provide an impartial view from outside your company.
Their input may help identify potential gaps or validate your corporate strategy, assisting with a series of activities that strengthen your marketing efforts.
6 Reasons why you should hire a B2B marketing expert
Whether you are considering a fresh start or have a certain campaign in mind, a great B2B expert can help you navigate efficiently.
So, here are the top 6 ways a B2B marketing agency or expert can help.
1. Essential for for scalable SaaS growth
The complex B2B sector does not thrive solely on marketing.
Yes, advertising, email marketing, and social media posting are crucial, but there’s more required. Often, multiple scattershot results in inconsistent outcomes and wasted resources, leaving SaaS startups and organizations frustrated.
Therefore, you require a B2B marketing strategist to develop a robust framework that outlines the fundamental principles and best practices of marketing for SaaS businesses.
These experts don’t execute isolated tasks; rather, they develop a comprehensive blueprint for effective growth that withstands marketing shifts.
With a key focus on sustainable scalability, their professional approach will help you achieve your marketing goals and ensure that the rest of your efforts remain successful.
2. Transform disjointed tactics into a clear strategy
What distinguishes a good marketer from a great one is the ability to separate strategy from tactics. When it comes to B2B, a person may have a few tricks that suddenly increase website traffic, but that is merely enough.
An expert consultant knows how to prioritize the Ideal Customer Profiles (ICP) that become business clients.
So, they will build an entire system that includes campaigns, strong brand awareness, and a digital presence. While fostering customer advocacy, these experts fuse all the pieces (market trends, customer data, performance metrics, etc.) into a single actionable plan.
At this point, you can’t afford to lose sight of any important aspect, as that will turn out to be the competitive edge other businesses have against yours. And the B2B scene has moved beyond the days when a company just relies on simple cold emails.
Today, buyers are smarter and engage in in-depth research; hence, your business will need solid content. Also, the buying processes now involve multiple decision-makers, requiring B2B marketers to create personalized campaigns across multiple channels.
Again, the business scene now has more Gen Z and Millennials as buyers, constituting up to 64% of total B2B purchasers.
These seismic changes call for digital strategies that resonate with the audiences.
3. Builds a robust foundation for the future
The first thing a B2B marketing expert looks into is building a defensible, robust foundation. They begin by optimizing your business’s entire digital presence to enable proper sales through the attraction of high-value customers.
Such valuable expertise lies in the consultant’s ability to define what makes your products and services stand out.
Then, they can ultimately craft a compelling tale that supersedes the noise. As part of their growth strategies, they build and implement a predictable lead engine that consistently fills the sales pipeline with reliable leads.
These activities, performed in an optimized manner, remain focused on singling out and refining prospective clients into patrons.
At the end of the day, the B2B expert will measure the resources spent and compare them to revenue growth, allowing investors to clearly see key performance indicators (KPIs).
So, hiring a B2B marketing expert is a catalyst for driving success and managing the foundational investment of your company’s future.
4. Helps with long and short term plans
With basic marketing foundations in place, you can bring in a B2B marketing consultant to help in planning and defining strategies that will generate more value.
They are able to help come up with ideas, and usually have a better idea of how to tackle projects to provide you with the results you are looking for.
With short-term plans, you can target lead-generation campaigns to gain qualified leads that produce sales. You can then work with the marketing strategist on long-term issues, such as leveraging SEO to sustain consistent web traffic for a year.
Experienced professionals in the B2B field understand that it is a combination of long- and short-term development that brings about higher conversion rates and effective sales.
Having worked for other clients for years, consultants are well aware of what works.
They know when to employ email marketing, customer acquisition strategies, and develop conversion optimization.
5. Spot gaps in marketing channels
If your company has been utilizing all possible marketing plans within your inbound and outbound channels without success, you might just need a B2B market expert.
As stated earlier, getting the foundation right is crucial, but it’s never too late to get professional support.
Specialized B2B marketing experts can help spot lapses that need to be sorted.
It could be anything, from simple content syndication to LinkedIn advertising, required to support a campaign. They can also decide that there is a need for more content, enhanced SEO, or targeted account-based sales campaigns to boost your inbound marketing.
Sometimes, this gap is found within your company’s visual identity because most businesses believe their current brand identity will suffice to compete.
That is not always the case, and you’ll require an external consultant or agency to diagnose and fix this problem.
6. Translate data for confident forecasts
At the end of the day, measuring effective strategies and campaign performance is through data; thus, data fluency is an important aspect. However, there’s a lot to unpack, and this is beyond pulling out a company’s reports from Google Analytics.
This art involves properly translating numbers into understandable, compelling stories that highlight the pains, characteristics, and needs of business clients.
While development is a focus, this may not always come up as one of the pressing things a startup or co-founder can create time to handle.
If this is the case, it will help to outsource to a top-ranked marketing expert. They’ll be the ones concerned about data to help determine which channels deliver to the most valuable customers of your business, or the hurdles blocking the buying journey.
Such data interpretation skills are at the very center of development and management in marketing. It transforms marketing into a predictable and data-driven growth engine.
Accessing B2B marketing expertise and its costs
One of the biggest calls you make in marketing as a founder is finding the right professional to help achieve your business goals.
Thus, choosing a great B2B expert requires scrutiny, looking beyond profiles that showcase skills in Google Ads or content marketing automation.
Also, the pricing structures or costs of employing these consultants are unknown to most businesses. These are valid concerns, and knowing how to manage them is critical.
1. Essential skills
While hiring a B2B expert, it is important to watch out for these characteristics:
a. Sufficient Understanding of the Industry
Ensure the consultancy expert or company understands your line of business and has experience in the same industry. This will guarantee that such professionals have an easy time comprehending your business model and providing the desired outcomes.
b. Ability to Resonate with Your Audience
It is not enough for the consultant to understand your business model, as you have to pick one that can effectively manage your specific audience by pushing out content that resonates with their needs.
c. Creates Personalized and Effective Content and Campaigns
Choosing experienced industry marketers with a good customer understanding, who can develop a streamlined content strategy, is necessary. With such extensive experience, they can handle multiple personas and complex sales cycles more effectively.
d. Hands-on Experience with your Business Technology
Outsourcing your business marketing shouldn’t require additional training resources.
The best person to fill a position like that should be an agency or expert who is already knowledgeable about how the product or services function. Depending on the industry, you may need a professional with expertise in IT, engineering, or another relevant field.
e. Effective Communication of Technical Messages
When it comes to marketing, campaign performance and lead conversions rely on proper communication. You don’t only need an expert with an efficient content strategy, but one who would push content written in clear, plain language.
2. Pricing structures
The pricing strategies employed by B2B marketing agencies vary, with cost-plus, value-based, competitor-based, and dynamic pricing being the most popular options.
Nevertheless, the size of your business will often determine the fees you’ll be charged. And the consultancy you choose will depend on the capital you have prepared for marketing.
In the US, B2B consultants charge up to $500 per hour, and this pricing is typically higher for seasoned or specialized professionals with over a decade of experience.
Conclusion
As a business owner or co-founder, there are several things your company stands to gain from brand marketing strategies built by a consultant.
It is beyond mere advertising and management. These professionals help develop a robust structure and direction, identifying what your audience needs.
They develop an all-in-one strategy that encompasses marketing tips, content development, analytics, lead generation, engagement optimization, and lead conversion into clients. Kindly note that many people are posing as consultants these days.
So, ensure you carefully evaluate the “expert” and hire someone with a proven track record.