Earlier today we were reading up on the B2B Agency Of The Year awards, and it got me thinking about the criteria we use to judge an agency. So here are our Top Ten things to look for in a b2b agency:

One: Creativity and thought leadership

This is number one for us. An agency who can really come up with some stonkingly fresh ideas: something that would stop you in your tracks, make you look at things differently, maybe even just something that’s so funny it makes you snort your coffee out your nose. Why should b2c have all the fun?

Two: A focus on results

Doesn’t matter how pretty it is. It’s gotta do the job. And it’s gotta deliver. Nuff said.

Three: b2b focus

An agency that just does b2b, and nothing else. None of this shoehorning b2c strategy into a b2b outfit for us, thanks.

Four: Value for money

We’re not talking cheap and dirty here, just making sure you get what you pay for: results which directly affect your bottom line.

Five: Ability to listen

We love an agency that understands its clients’ business and won’t let go until it really gets to the bottom of a brief.

Six: A balance of freshness and experience

Throw in a handful of seasoned b2b pro’s and a good smattering of tech-savvy bright young things and you’re nearly there.

Seven: Transparency and collaboration

No scurrying off with a brief and going deadly quiet until the creative presentation 6 weeks later!

Eight: A size that fits

Not some whopping multinational behemoth who doesn’t know who you are whenever you call. Nor some tiny two-bit operation run out of some guy’s mum’s back room. Like shoes, an agency’s only as good as its fit.

Nine: Good people

Decent people who you trust and can have a laugh with. Don’t think it matters? We do.

Ten: Other people’s word

Last of all, check out what other people are saying about them. Look at their client list and testimonials, ask around.


Brand chemistry is a strategic inbound marketing agency that goes the extra mile to deliver results for our b2b clients. Our inbound marketing specialists are HubSpot certified and use the latest techniques to provide our clients with a steady stream of relevant new leads.

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