Why “Fit” is so critical when choosing a B2B marketing agency

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See the full story here Why “Fit” is so critical when choosing a B2B marketing agency

Having worked agency and client-side during my marketing career, I’ve seen a wide variety of briefs for agencies ranging from Financial PR and Annual Report provision through to consumer facing web design and exhibition stand builds.

Yet despite the diversity of the projects – in terms of budgets, deliverables and the profiles of client organisations, success or otherwise often came down to a fairly common set of criteria. And in my experience, it’s rarely the glitziest, most expensive looking agency that gets the gig (and when it is, the projects often fail).