We’re living through a challenging era for B2B marketing, where tightening budgets, rapid technological changes and shifting customer expectations can put agencies under pressure.
But this is also a time of great opportunities for agencies that are willing to innovate and explore new operating models. In the face of huge changes to our ways of working, and a need to demonstrate our value to clients, the time has come for our industry to reassess how we do things.
In a sponsored episode of the Trust and Influence in B2B podcast, Beettoo’s CEO and founder Stuart Giddings joined Joel Harrison to discuss our new agency model, and how we’ve built a network of B2B specialist partners based on long-term engagement and strategic thinking.
Stuart and Joel explore the commodification of B2B marketing, driven by clients’ changing perceptions and a trend towards agencies performing rote and box-ticking exercises rather than delivering genuine insight and innovation.
They outline how only by re-establishing the genuine value of our services to customers can we reverse this perception and strengthen the client-agency relationship, and how, by investing in new, flexible and responsive models of working, the B2B marketing industry can make this essential transition.
