10 Pitfalls of Flawed B2B Agency Marketing & How to Avoid Them
Having navigated the B2B market as a marketing consulting agency since 2007, the Innovaxis team has seen thousands of companies like yours struggle with marketing that does not fuel their growth, even when they spend a lot of time and money in the effort – it’s an epidemic that needs to end.
Why does this happen – and what can you do about it?
Though well-meaning, many marketing agencies have a flawed approach to B2B marketing. Here are the 10 pitfalls of working with an agency that is not going to fuel your growth.
1. Creative Over Strategy
One of the most common mistakes made by marketing agencies is prioritizing a creative, design-first approach to marketing instead of a strategy-first approach. They often put creative directors, designers, and developers ahead of experienced business marketing strategists and copywriters. While creative elements are essential, they should always be in service of a well-thought-out marketing strategy: strategy, content, then design.
2. Shiny Object Syndrome
Beware of agencies that dazzle you with flashy designs and visuals but struggle to understand your business and explain how these elements will fuel your growth. This “shiny object” can be captivating—after all, design is their focus and strength—but it’s unlikely to translate into the results you want.
3. Empty Promises
Some agencies will promise anything to win your business, only to underdeliver when it comes time to execute. It’s crucial to discern between agencies that are genuinely committed to your success and those more interested in landing the next sale.
We’ve seen agencies claim to have deep experience and knowledge in a client’s industry but then don’t have anyone with this experience actually work with the client…
4. Buzzword Bingo
Marketing agencies often communicate in “agency speak” and buzzwords to sound like strategy experts, even if their experience is primarily focused on design and tactical execution. It’s essential to find an agency communicates in clear and understandable terms.
5. Lack of Understanding
Many agencies claim to understand your business and your target audience, but their efforts are often superficial. They may create mood boards and design-focused strategies but don’t invest the time needed to deeply understand your industry, customers, and prospects.
6. Project Focus
Some agencies prioritize landing the next project over seeing yours to completion. This can lead to projects dragging on unnecessarily and not delivering the desired outcomes.
It’s like when you hire a contractor to renovate your home – the project starts off well enough but drags on because they have to keep 10 other projects moving forward, at least a little at a time, because they’ve oversold their time and then spend the most time with those that complain the most.
7. Freelancer Roulette
Beware of agencies that are good at selling, then win your project and then outsource the work to freelancers they’ve never worked with before, often located abroad to keep costs as low as possible. This can lead to myriad quality, timing and communication issues – and happens far more often than you think.
8. Silos & Coordination Issues
Agencies with teams working in departmental silos can hinder the seamless execution of your marketing efforts. Project managers often struggle to coordinate developers, copywriters, and designers effectively because they have not authority and have to cajole them to work on their projects.
9. Employee Churn
Some agencies have a reputation for high employee turnover, especially among young digital and content marketing hires. Instead of investing in and retaining talent, they burn through employees, which can negatively impact the quality of your projects.
10. Lack of Accountability
Finally, many agency owners do not personally invest in your project’s success. They might hide behind salespeople, project managers, and execution teams, leaving you without their valuable insights and expertise when you need them most.
How to Avoid These Marketing Agency Pitfalls
To avoid wasting time and money on ineffective marketing services, do your due diligence when choosing a B2B marketing partner. Look for agencies that prioritize a strategic approach, have a track record of delivering measurable results, communicate clearly, and invest in their team’s growth and development.
By partnering with the right agency, you can navigate the B2B marketing landscape with confidence and achieve sustainable growth for your business. That’s why we wrote the guide, How to Select the Ideal B2B Marketing Partner.
The Innovaxis Difference
The Innovaxis approach begins with understanding your business and your business goals. B2B marketing is not a cookie-cutter exercise. Our work is built around holistic and customized marketing strategies that align your solutions with the problems of your target audience.
We measure our success in more than leads and sales: our approach is designed to grow the value of your business, with a marketing effort that generates an ROI of at least 300% within the first 18 months.