B2B Inbound Marketing Agency: Selection Checklist

Search, Online, Inbound, Internet, Digital – whatever you choose to call this form of marketing – it takes time and specialization to get results. Few industrial, B2B companies have the internal staff with the expertise to manage the various components of a B2B Inbound Marketing program. If your company has decided to make a commitment to an Inbound program and you’re interviewing more than one firm, use the following checklist to help you find a long term partner that will drive results.

1.  Do they have B2B industrial experience?

A firm with one token B2B manufacturing company in their client roster is probably not your best choice. Look for a company with a long history and extensive list of clients that are manufacturing or industrial service companies. If you find one with experience in your target markets, even better.

No matter what a firm tells you to close the deal, there IS a difference in industrial marketing and B2C, or retail marketing. I could write an entire article on the differences, there are so many. The bottom line is that if you select a firm with industrial experience, you’ll get better service; they will work more efficiently;you will spend less time having to explain things; they will be able to pro-actively make recommendations related to your industry; and you will ultimately maximize your investment.

2.  Do they have a cohesive team to provide the resources you need?

Just because a firm does business out of an impressive office with what appears to be a large staff, does not mean they have a team of individuals who are used to working together and function as a cohesive Inbound Marketing team. Many larger marketing agencies still invest in staff more experienced with traditional marketing tactics. They may include Inbound Marketing services in their promotional materials, but outsource a large percentage of the work. There is a proliferation of freelancers who specialize in search engine optimization (SEO); social media marketing (SMM); and web content writing.

Look for a firm that has a team of Inbound Marketing specialists that consistently function as a cohesive unit. Ask to meet the key players on the team, including the technical “wizards behind the curtain” that most marketing agencies never give a client access to. It is not important that the business operates under one roof; in fact, the virtual or open source business model is becoming more and more prevalent in service industries such as marketing. What IS important is that you will be serviced by a team of specialists who have a history of successes working together and who communicate and collaborate frequently to ensure their clients’ success.

3.  What technologies do they use?

If developing a new website is the first step in your Inbound Marketing program, make sure you hire a firm that utilizes an open source web development software, such as WordPress, ModX, Joomla, or Drupal. A custom, proprietary content management system (CMS) may sound more impressive, but you could end up several years down the road with a website that only your current agency can migrate to a different platform. If your website is built in an open source CMS, you’ll have no problem finding a programmer that can easily migrate your content to a new site in the future.

You’ll also want to understand what technologies the firm uses for automation and what analytics software they use for reporting.

4.  Can they strategize AND execute?

Most Inbound or Search Marketing companies have personnel to execute a list of procedures, or a process for SEO, SMM, and the other components of an Inbound Marketing program. Make sure you will also be working with a project or account manager that is a strategist and tactical planner. There is not one, cookie cutter process for Inbound Marketing. Every client is unique and there will be variations in strategy and tactics based on goals, budget, and internal resources. A customized, high level strategy and detailed plan for execution for YOUR company will deliver optimal results.

5.  Do they have a track record of success and credibility?

Look for a proven track record in the industrial sector. Ask them for case studies for industrial companies and especially B2B Inbound Marketing. Do they have customer testimonials? Will they provide references that you can speak with? You can also ask for samples of their monthly reporting to other clients.

6.  How do they interact with clients?

Ask each firm how your account will be managed. Will you have a dedicated project manager for questions about tactics and execution? Will you have a dedicated account manager for higher level issues related to the business relationship? Will you have access to key personnel during execution of large projects, such as website development? How will the firm communicate progress on large projects? How will they report the statistics of your Inbound Marketing program?

Sometimes, a firm’s experience is more desirable than their location. It is not necessary that the firm you hire be local, although occasional face-to-face meetings do help to build the relationship and allow for more personal interaction than online meetings. Software such as WebEx or GotoMeeting, to name a few, are fine for most meetings.

Another important question to ask is “how available are you?” Will you be given cell phone numbers and Skype connections for your key contacts? If you’re on the East Coast and they’re on the West Coast, will they be available during YOUR business hours? Responsiveness and availability are often lacking in larger agencies or in firms where you don’t have dedicated project and/or account managers.

7.  If you are required to sign a contract, be sure to read the fine print.

Many Inbound Marketing firms require a year commitment or longer to work with a new client. Make sure you understand the term you are agreeing to, and that it is acceptable to you.

If you are also hiring the firm to develop a website, make sure there is nothing in the contract that states that the development company owns the content on your website. Yes, this is actually practiced, and could create an expensive problem for you when and if you decide to switch firms.

Do your homework; ask all of these questions and any others you can think of and get the right answers; and you should feel confident that you’ve chosen the right firm to help you develop a successful Inbound Marketing program. One caveat: communication with the agency you hire is critical to their performance. After you’ve made the decision, work closely with them, be responsive, and provide them with the information they need to build traction and deliver results.