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B2B Marcomms Agency League – highlights

By Andrew Dalglish -

Aren’t we B2B marketers are blessed?

We’ve the intellectual stimulation that comes from getting to grips with complex markets and decision making processes.

We’ve the juicy challenge of bringing to life what can often, at face value, be rather dry products and engaging with buyers on an emotional as well as functional basis.

And we also have a thriving community of agencies.  At the B2B Marketing Awards we see a showcase of talent that never fails to impress.  But that’s just tip of the iceberg.  There’s an army of unsung heroes out there too.

Every year B2B Marketing, in partnership with Circle Research, ranks the UK’s top 50 B2B marketing communications agencies based on their verified revenue.   The headline numbers suggest that most agencies are in reasonable commercial health, but the environment is still subdued.  Average gross income in 2012 is up 15%.  Positive, but this represents a slower pace of growth than in 2011 (18%) and is still nowhere near the pre-recession peak of 30% experienced in 2007.

However, agencies are thriving in a different, some would say more important, respect.

Big doesn’t always mean beautiful.  So this year we went a step further in our assessment of agency health.  We surveyed 448 of these agencies’ clients to see how satisfied they are with their chosen partner.

Here the numbers are excellent.

The average satisfaction score given by clients to their agency is 8.3 out of 10.

The Net Promoter Score (NPS) received by agencies is 48.9%.

As a man who’s conducted dozens of client satisfaction studies in B2B environments, I can say with confidence that these are good scores.  And the NPS metric, calculated by subtracting the percentage of clients unlikely to recommend an agency from the percentage who would proactively recommend them, is especially important.  Several studies have shown a positive link between a high NPS score and above average commercial performance.  This is borne out in the Agency League.  Here the fastest growing agencies receive an average NPS score of 66.2% – far above the norm.

So, no doubt we’re on a rocky road economically, but the fundamentals remain strong.

Share your experience below.  What makes a great agency?

 

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2 Comments

  1. richard seymour

    Interesting post. Perhaps we could discuss your research?
    ITSMA focuses on B2B Marketing best practice for the IT and Prof services ‘client-side’; and we’re recruiting b2b agencies to join our community currently.
    richard

    • Andrew Dalglish

      Would love to discuss further Richard. Get in touch on @andydalg or +44 (0)20 7960 3802.

      Cheers,

      Andrew

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