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How to Know If Your Company Needs a B2B Marketing Agency

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Hiring a B2B marketing agency may be the most beneficial next step for your company (if the price and time is right.)

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October 11, 2020 5 min read

Opinions expressed by Entrepreneur contributors are their own.

Any high-level marketing executive will agree emphatically upon mention of the stress in hiring an outside marketing agency. Sometimes choosing the agency can be seamless, especially if it comes with a trusted recommendation. But there are still additional obstacles to get the partnership off the ground, including getting financial signoff from your CFO or the final go-ahead from the CEO. There’s also the occasionally bumpy transition of information, figuring out who does what, and the rarely avoidable “this is how we do things” conversation between your team and the agency. 

But don’t get us wrong: Hiring an agency, specifically a B2B marketing agency, can be extremely advantageous for your organization. It just has to be the right fit at the . If you’re able to achieve that, your business will reap the benefits.

So how does a marketing lead decide if or when it’s necessary to bring in a third-party agency? Luckily, there are several telltale signs that point to a lucrative partnership for both parties.

If any of the following apply to your business, then hiring a B2B marketing agency should be the next bullet on your quarterly to-do list.

1. If you’re looking to increase your ROI…

And what company isn’t? Especially in today’s where cutting corners and the slicing of marketing budgets are everyday occurrences. 

At first, hiring a marketing agency seems like just another expense, but here’s the catch. When you hire a B2B marketing firm, you’re hiring the following simultaneously: copywriters, graphic designers, content strategists, web developers, analytics specialists, plus an account manager. The cost of hiring all of those roles individually, not to mention the time spent interviewing, would far exceed the cost of bringing an agency on board. 

When it comes to a greater ROI, we’re not just talking about your financial return. This also applies to the time your full-time employees would spend on executing campaigns. With an agency, however, these employees can continue to complete their daily tasks while working directly with the agency’s experts. Plus, an agency already has experience running and generating valuable leads and ; they’ll spend less time learning from data or mistakes and more time winning clients and bringing in revenue. 

Related: The 10 Essential Tips for B2B Marketing Success in a Digital Economy

2. If your short and long-term goals require specific knowledge and skilled experience…

There’s little to no room for error in B2B marketing campaigns. This is especially true when it comes to account-based marketing, a strategy that focuses on a few high-quality accounts. Nurturing these valuable leads down the sales funnel can be a very detail-oriented, often confusing strategy. In fact, 90% of B2B buyers don’t go down a linear sales funnel path; so it’s even more complicated than your marketing or sales team might initially believe. Enter an agency’s expertise in the field. 

Related: 4 Tools for Perfecting Your B2B Sales Funnel

Let’s talk SEO, for example. SEO is extremely helpful in generating brand or campaign awareness, as well as providing resources when a potential client is at the consideration stage in the buyer’s journey. But… there’s a lot that goes into figuring out ’s preferences and optimizing content to appear on the first or second pages of search engine results. With the right agency in this field, you’ll be able to deftly bypass any stress of search engine rankings; their experts will get you where you need to be (and feed your campaign with paid search and programmatic ads).

3. If your product or service requires adaptability and flexibility…

Those who’ve experienced the digital marketing agency world are exceptionally familiar with clients across different industries; they’re also adept at managing client requests and last-minute changes. Pausing an ad set in the middle of the night? Rewriting a case study or switching out social media content due to a product change? It’s all part of the job. 

And when it comes to hiring a marketing agency, you’ll never hear that ill-advised phrase mentioned in the first paragraph… Experienced B2B marketers know the key to winning campaigns is thinking outside of the box and working three steps ahead of other marketing strategies.  

Related: 5 Tips for Finding the Best Digitial Marketing Agency for Your Business

4. If you simply don’t have the bandwidth to execute a large or longer sales cycle campaign…

Many in-house B2B marketing teams are pretty barebones. You’ve got the writer, who also serves as the social media strategist. Add on the graphic designer who’s also the site developer, and then your analytics person who has a hand in 12 other different parts of the business. They just don’t have the mental or physical capacity to handle a three-month-long demand generation campaign. 

This is where you let the responsibility fall on the shoulders of a marketing agency. And if you choose a full-service B2B marketing agency, everything from the analytics to the email marketing creation will be handled. 

 

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The 6-Figure Life Coach: Debbie Cherry of Practitioner Freedom

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October 24, 2020 6 min read

Opinions expressed by Entrepreneur contributors are their own.

Turning clinicians into coaches so they can show up for their clients and earn six-figure incomes is what keeps Debbie Cherry motivated. She’s the perfect person to do it, because it’s a journey she’s walked herself.

Like many clinicians, Cherry started off trading time for dollars with one-on-one counseling sessions, but the need to make a bigger impact and start to reclaim some family time led her to launch Relationship Remedies, a couples-counseling program. The process of creating and that program helped Cherry identify some of the gaps that stop many clinicians from growing their businesses successfully. 

“I saw clinicians falling through the cracks because they didn’t get online sales and marketing, and they didn’t understand the technology,” she says. “They had something awesome to share with the world, but they needed help to do it.”

Related: The 6-Figure Trainer: Kris Taylor of Taylor Made Working Dogs

Freedom for wellness practitioners

Cherry realized that she had the marketing and to help those clinicians take the next step and launch coaching programs of their own. So in 2018, Cherry launched Practitioner Freedom, which works with therapists, counselors, clinicians, psychologists and other healers to help them transition from the one-on-one medical model to a one-to-many online delivery model that helps them serve more people while creating more personal freedom for themselves. 

“We focus on simplifying the marketing process and reducing the noise of fancy funnels and email list-building to guide clients to the most powerful way to show up and get clients,” Cherry explains.

And she has has picked a lucrative niche. According to and the ICF, the number of coaches worldwide has increased by 33 percent between 2015 and 2019. Estimated revenue from the sector was $2.849 billion in 2019. 

One of Cherry’s key mantras is “show up.” It’s what she does herself, and she helps her clients to do the same, using the technology and platforms that are readily available, like , to connect on a deeper level. As she advises: “We can leverage social media and platforms in this online connection world for good. Look at that as a new opportunity to find people and connect with people, and just start showing up and sharing what you believe.”

For her, that’s been the game-changer that helped her build a six-figure business: “The more you put yourself out there, the more Lives you do, the more people you talk to, the more you show up and are seen and stand for something, the more clients you’ll get, and the quicker you’ll have a sustainable business.”

Related: The 6-Figure Clinic Owner: David Mancini of Pure Health Chiropractic

Creating an impact with generosity and tenacity

In addition, she encourages that you have to be generous and tenacious. Generosity means being willing to be vulnerable in terms of taking risks and potentially failing. Meanwhile, tenacity is about constantly finding a way to get your message out there and create the big impact you want to make.

In this process, Cherry adds, it’s also important to identify your niche. But she cautions her clients to focus more on psychographics than on demographics. “It doesn’t have to be a focus on this person from this background doing this profession,” she says. “It’s more: What’s their worldview? What matters most to them. If you can articulate what they’re going through and where they want to be on a deep, specific level, then they feel heard and seen, and that’s how you cut through the noise.”

Clearly, this approach is working for Cherry, moving her from a six-figure to a seven-figure business in a very short time. But while showing up and building a strong business foundation gets you from nothing to six figures, the game-changer for a seven-figure business is having the right around you.

“Don’t hire people to fill holes or take pressure off,” Cherry affirms. “When people are hired to plug gaps, often they’re not as empowered to really be a part of it. Hire people who are all in on the vision you have. We believe strongly in innovation and not becoming cogs in somebody else’s wheel. We believe in throwing out old paradigms and looking for new ways to streamline and accelerate and advance quickly. We also believe in the freedom to choose how you want to do things. And we believe in having fun.”

Cherry models what she wants her coaches and her clients to duplicate. She describes her leadership style as collaborative rather than hierarchical, focused on freedom, , flexibility and leveraging team members’ gifts. She’s also keen to avoid what she sees as outdated paradigms.

“Every little decision is how do we maximize our energy and not get in a service model rut,” she says, “where we are just running ourselves into the ground.” 

Shaping the future of wellness

While 49 percent of coach practitioners reported reduced income because of the pandemic, Cherry’s own business is bucking the trend: “I think it’s helped us to really claim our position in questioning the status quo and it’s helped our clients as well in trying to enroll their clients in a transformation because more people are at home, and that’s kind of opened up new possibilities.”

One of Cherry’s favorite success stories from the program is about a person who was on disability and was on the verge of giving up. “They invested in the program, followed the steps, really did the personal growth work to show up and serve their clients at a higher level and learn new skills,” she recalls. “Within two months, they had 10 high-paying clients.” And now that client also has a six-figure business.

Related: This Business Owner Helps Fitness Trainers Go From Hourly Wages to 6-Figure Salaries

Cherry has a strong vision for the Practitioner Freedom program. “We’re really working hard at how you leverage your gifts,” she says. “How do you maximize your time and energy and resources? We want to lead by example and help form the future of wellness.”

And the coaches she works with want to do the same. “All of our practitioners want to be leaders in the wellness area,” Cherry says. “So they want to get out of diagnosis, labels and relieving symptoms and into defining wellness and the new paradigm. That’s where we’re going as a team.”

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Improve Your Home or Office Security with This Smart Detection Camera

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Save 33 percent on this security camera that doesn’t compromise.

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October 24, 2020 2 min read

Disclosure: Our goal is to feature products and services that we think you’ll find interesting and useful. If you purchase them, Entrepreneur may get a small share of the revenue from the sale from our commerce partners.

These days, people are out of normal routines. You may not know exactly where you’re going to be throughout your workday. And while the kids are attending school virtually, there’s one more stressor on your mind if you have to head out to the office for a while. Get some peace of mind with the blurams Outdoor Pro Security Camera Outdoor System.

Whether you want to know what’s going on at the office or at home, this surveillance camera is packed with security features. With smart voice integration, you can use verbal commands to view the security camera live stream and check in without having to get up or make a phone call. Plus, blurams’ facial recognition differentiates between humans, pets, and other moving objects so you can program it to let you know when somebody’s at the front door but ignore a notification if Fido is just coming in from the backyard. If the mail carrier is there with a package, you can communicate through the camera.

The blurams is also equipped with a siren and a flashing alarm in the event of an emergency, so people know immediately if something is wrong. Plus, it’s IP65 weather-resistant so it will stay up in a storm and continue to record no matter what it looks like outside.

Find out why the blurams Outdoor Pro Security Camera Outdoor System is an ‘s Choice product with a 4.2-star rating. Normally $89, you can get it today for 33 percent off at just $59.99.

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Plan for Large Purchases with This Budgeting App Designed for Couples

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This app was made to help couples save.

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October 24, 2020 2 min read

Disclosure: Our goal is to feature products and services that we think you’ll find interesting and useful. If you purchase them, Entrepreneur may get a small share of the revenue from the sale from our commerce partners.

Budgeting for your future can be difficult. Budgeting for a joint future with your significant other can be even harder. Whether you’re planning a big vacation, a wedding, a property purchase, or you just want to get your money in order, managing two sets of finances is a challenge. That’s why Honeyfi Couples Budgeting App was created.

Honeyfi is an app that helps couples see where their money is going and plan their financial futures together. The intuitive app allows you to view all of your accounts and transactions in a single central hub. (Of course, only the accounts you choose are visible—you still have a right to privacy.) Once your accounts are linked, you can track your budget and set savings goals to help both of you stay on the right path.

With Honeyfi, you’ll get notifications for new transactions and balance updates so if one of you is spending a little too much on lunch every day, there’s some accountability. As you save, you can customize your categories and budgets to your heart’s content, classifying exactly how you spend money so you know where to cut and where you can allocate a little more money. With such easy-to-use tools, it’s no surprise that Honeyfi has earned rave reviews from The New York Times, Wall Street Journal, and has 4.4 stars on the App Store.

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Start saving for that big purchase with Honeyfi. Normally $59, you can get a one-year subscription now for 50 percent off at just $29.99.

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