Choosing a B2B marketing agency: criteria to compare
To choose a B2B marketing agency, name the job first. B2B marketing is not one specialty page. Demand generation and ABM are two of the pages. Check each agency's own site for that job, then ask who owns the work and how pipeline is counted.
What you are choosing
B2B marketing is the work of selling to other businesses.
That work is not one specialty page on this site.
A demand generation agency fills a pipeline from the market.
An ABM agency works a named list of accounts with sales.
Name the job before you open a list.
Criteria to compare
Use the same points on every agency.
| Criterion | Why it matters | Where to check |
|---|---|---|
| The job | Demand generation, ABM, content, and ads are different scopes. | The services page on the agency's site. |
| The buyer | A shop that sells to consumers is the wrong shop. | The line about who they serve. |
| Pipeline | You need to know how a program becomes a sales conversation. | Ask what the report counts. |
| Who does the work | You need a named owner. | The team page, and the proposal. |
| Account ownership | You keep the accounts and the data if you leave. | The contract. |
Questions to ask
- Which job is in the monthly work, and which job is out?
- Who is the buyer you usually serve?
- How do you count pipeline?
- Who does the work, and is that person named?
- Who owns the accounts and the data if we leave?
If the choice is a market or a named list, readdemand gen agency or ABM agency. If the job is ABM, readhow to choose an ABM agency.
Red flags
- They cannot name the job in one sentence.
- The examples are consumer brands when you sell to businesses.
- No one is named as the owner.
- The report shows traffic and hides pipeline.
- The accounts stay in the agency's name.
Where to read the lists
This guide does not name agencies and does not pick a shortlist for you.
Open demand generation agencies when the job is pipeline from the market.
Open ABM agencies when the job is a named account list.
Both lists are A to Z. Position on either list is not a rank.
How to compare two or three agencies
Send every agency the same brief.
Ask the same questions.
Compare the answers on the criteria table.
FAQ
How do I choose a B2B marketing agency?
To choose a B2B marketing agency, name the job first. B2B marketing is not one specialty page. Demand generation and ABM are two of the pages. Check each agency's own site for that job, then ask who owns the work and how pipeline is counted.
Is there one page for every B2B marketing agency?
No. B2B marketing is more than one specialty page. Open the page that names the job, such as demand generation or ABM.
What should I ask a B2B marketing agency?
Which job is in scope? Who is the buyer? How do you count pipeline? Who owns the accounts if we leave?
Where do I read the list?
Open the demand generation page and the ABM page. Both lists are A to Z. This guide does not name agencies.
Does Listed Agencies rank B2B marketing agencies?
No. Listings are unpaid and sorted A to Z. Each one shows facts from the agency's own site.
Related guides
Next step
Open demand generation agencies or ABM agencies and pick two or three to contact.