When engaging a new marketing or business consulting firm, there are several major points you would want to check to assure you contract with a firm that will maximize your growth potential. Personal chemistry with the person(s) who?ll be handling your account is important. But here are some other things you need to consider when evaluating business to business marketing companies:
Vertical market knowhow ? You want a business or marketing company that has specific experience in your industry and your market. Irrelevant experience will not maximize your investment. Check a company?s website, Facebook page, customer list and LinkedIn profiles of the firm?s executives.
Track record ? Ask for client references and don?t hesitate to contact them to inquire about the results achieved and the cost effectiveness of campaigns done with that firm.
Compensation method ? Business to business marketing companies that want a high retainer with relatively small success sharing are probably either too large or established for you, or do not believe in your product. There are plenty of business to business marketing companies that will charge you for costs while agreeing to take a significant part of the compensation based on performance.
Business creativity - Business to business marketing companies must be creative. After all, one of the reasons you are considering a consultant is to complement your own efforts to generate new business; you want the consultant to give you fresh ideas on how to improve and enlarge your business. You can easily identify business creativity by the marketing or business plan suggested, the channels chosen for the marketing investment and the way content and company messages are handled.
Multitasking - Business to business marketing companies should be able to handle multiple channels and multiple media to achieve the agreed-on business targets. A cost-effective campaign strategy should include several measurable channels so the effectiveness of the different channels can be tracked and analyzed.
New media - Business to business marketing companies must completely understand new media. Social media marketing is a must for today?s business to business marketing campaigns. Facebook, LinkedIn, and Pinterest are likely to play a role in any campaign.
Acknowledge limits - Like in life, not every company will be a perfect match for you. Some companies will be too large for you; some will be too small. . Some are too busy with one major client, and some have a great reputation but have never dealt with the industries relevant to you. A professional firm will be able to tell you what it cannot do for you. Look for business to business marketing companies that know what they?re good at, and consider what parts of the campaign you can do on your own, or hand to third party.
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