THE AGENCY PITCH

Four Reasons Why We Should Work Together

If your advertising, social media, SEO or web design agency serves B2B clients, you need demand generation, powered by marketing automation, as part of your comprehensive offering. Here’s why:

1) Your Clients Are Probably Ignoring Mid-Funnel ROI

In B2B marketing, it’s crucial that you fill the gap in the buying journey between awareness and purchase with mid-funnel strategies and tactics that 1) capture and track leads; 2) deliver multi-touch, multi-channel nurturing campaigns; 3) track, monitor and manage leads appropriately based on their readiness for engagement with the sales team; 4) integrate and align marketing’s activities, processes and metrics with sales’ activities, processes and metrics. You can generate dramatic revenue improvement for your B2B clients by addressing this gap in the buying journey and bringing marketing and sales into alignment.

Proof Point: Forrester, Gartner, Aberdeen Group and Sirius Decisions report that best-in-class companies who invest in these demand generation strategies achieve the following results:

• 150% increase in qualified leads
• 33% increase in close rate
• 49% increase in year over year revenue
• 16.5% higher campaign response rates and conversion rates
• 50% decrease in time to execute campaigns
• 85% decrease in cost per lead
• 33% increase in marketing ROI

2) It’s Good Offense: New Revenue

Adding demand gen services (powered by marketing automation) to your service offering will drive new, additional revenue for your agency. Why? Because it reveals the need (and measurable value) of content and creative that targets personas in the middle and late stages of their buying journey. This equates to a steady stream of creative and content development work for properly positioned agencies.

Proof Point: Buying has clearly changed, and now, marketing budgets are following suit. The shift away from traditional, interruptive advertising strategies and toward inbound, online, content marketing strategies is well underway. Analyst firm eMarketer is predicting double-digit growth of internet advertising through 2015, to $50 billion. The Business Marketing Association (BMA) found that 9 out of 10 organizations now market by using content and 51 percent of B2B marketers are planning to increase their content marketing budgets in the coming year. Marketing Sherpa’s research shows that the most B2B marketers are shifting their budgets from outbound (direct mail, print ads, trade shows, telemarketing), to inbound (website, social media, webinars, email, SEO, paid search).

3) It’s Good Defense: Retention and a More Comprehensive Offering

At a minimum, adding demand generation services to your offering is good defense. Simply put: if you don’t provide it, another agency will.

Proof Point: the marketing automation industry recently doubled and is expected to grow at 50%+ (depending on which analyst report you read). Less than 20% of companies have adopted marketing automation technology yet. There is much room for growth. Clearly, marketing automation is a high growth area within B2B marketing.

4) Partnering With An Expert is Smart

You’re great at what you do. So are we. Intelligent Demand specializes in B2B, demand generation marketing, powered by marketing automation and CRM. Our singular focus is the dramatic improvement of our clients’ revenue performance. We work very closely with our partner agencies–as their demand gen partner and marketing automation specialist–to create and deploy revenue growth strategies that truly move the ROI needle. In these situations, our agency partner (you?) offers a single point solution for their clients, and we provide demand gen partner services as an integrated member of the service delivery team.

The end result of choosing Intelligent Demand as your demand gen partner is a more complete solution for your clients, more billable work/revenue, the ability to measure the impact of your campaigns on sales ready leads and revenue, and a deeper relationship with your clients.

To learn more

Contact us at info@intelligentdemand.com or toll free at (877) 654-2234.

An Important Note
Successful and effective demand gen programs require more than just technical aptitude. Real results come by integrating strategy + technology + content + process + analytics. We offer the diverse set of skills and experience you will need in a service partner to reliably deliver results for your clients