How agencies are winning new business in the ultra-competitive B2B space

Attractive budgets, the opportunity to develop intelligent marketing and brand strategies and the chance to create strong and fun creative work... Why wouldn’t an agency want to pick up more B2B work?

Andrew Mildren, managing director, Edelman Business Marketing EMEA: “Our research shows that trust is a decisive factor throughout the B2B buying journey. It drives 4x more consideration; it leads to 15% more purchases; 6x more loyalty and makes decision makers more willing to pay a premium for products and services. If you think about it, this is very logical. Big enterprise purchasing decisions are often multi-million, multi-year contracts with a high level of responsibility for the buyers involved. This means B2B marketers need agencies which can help them build trust, consistently find ways of demonstrating the value they can add and sustain conversations with customers and prospects for a long time. We’re seeing this reflected in the approaches B2B marketers choose. Most business leaders are short of time and bombarded with information and so earning the right to their time through more distinctive, unique B2B brand creative is key. We’re seeing clients exploring ways of using B2B influencers to build trust. If B2C influencer provide a ‘halo of celebrity’ then in B2B, they offer a ‘halo of credibility’ which can help companies engage new audiences. Where B2B marketing can sometimes over-index on rational, product marketing, we’re also seeing clients invest in telling more personal, individual, and often entertaining storytelling.

"I think this is an exciting time for B2B. A Brand Finance study found up to $1 trillion in untapped opportunity in some of the best-known B2B brands and B2B service categories are experiencing incredible compound annual growth rates, so definitely not the poor relation to B2C!”

Naana Orleans-Amissah, head of brand & creative strategy director, Monks: “It’s no surprise that B2B marketers are reporting that their roles are becoming more strategic and influential. With an uncertain global economic climate, clients are looking at how they can engage their customers more deeply and sell more accurately. At Monks, we look to work with clients who are interested in data collection, evaluation and optimization. We work best with clients who look bravely and comprehensively across their business to fine-tune processes and communications. Like B2C clients, the strongest B2B clients are focused on understanding the human drivers behind their sales, whether that’s speed, utility, value or confusion. That’s how we are able to craft resonant and effective storytelling. What sets B2B clients apart is the degree to which they focus on hard data. They are more invested in understanding consumer behavior at a granular level across the consumer decision funnel and how this helps or hinders growth. As an orchestration partner, we take a wide view of the different business silos and solve our clients’ challenges around speed, scale and spend while delivering content of higher quality and brand integrity.”

Karen Piper, group creative strategy director, Code and Theory: “In B2B marketing, both sides of the transaction – business and business – are navigating seismic shifts driven by AI, automation, and big data. Unlike B2C, where consumer emotion often drives decisions, B2B must balance logic, relationships and measurable outcomes. The stakes have never been higher: marketing must align with complex decision-making processes, foster trusted relationships and deliver clear business impact. Traditionally data-driven and relationship-focused, B2B now demands the ability to operationalize big data at scale, transforming vast insights into actionable strategies that drive growth. AI and emerging technologies are redefining what’s possible – streamlining operations, enabling hyper-targeted strategies and accelerating decision-making. Yet these tools are only as effective as the vision and strategy guiding them. B2B clients don’t just need execution; they need partners who can untangle complexity, connect their business to customers meaningfully and deliver measurable outcomes that fuel growth and competitive advantage.”

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Max Clark, founder, STK Studio: “Brands in the B2B space have been aiming to shift the mindset with agencies to think about their business and campaigns more like a B2C approach. This has been looking to change from more traditional and functional ways of communicating to bringing more of a human touch with emotion and entertainment into their comms. Rather than being product-led, they have been looking to take and build on their brand and to gain attention and attraction through this more emotion-led approach.”

Yasmine Triana, director & head of PR, Rooster: “When looking for their first or new PR agency, prospective B2B clients are seeking inspiration and/or education. Many have exhausted their trade media contacts and are searching for ways to break out into the mainstream. Most believe they don’t have any ‘news’ and find their press content isn’t delivering a return in terms of leads. They’re looking for a consultative approach, a PR partner that will guide them to discover campaigns and stories they didn’t know they had that will genuinely resonate with their target audiences. It’s the most exciting time to work in this sector because B2B companies are starting to realize they can have fun and be creative with their PR. They can experiment with less traditional forms of content, using short-form video and audio, for example, to break through the noise.”

Matt Gully, managing partner, Iris: “The profile of B2B marketing has grown because decision-making now involves larger, more diverse groups – not just a few C-suite individuals. At Iris, we see this as an opportunity, not a challenge. By building brands that demand attention and stand for something, we create space for participation and engagement, even when potential customers aren’t actively ‘buying.’ This brand-first approach ensures that when the time comes, our clients are firmly on the shortlist. We also recognize that B2B buyers are people first, with expectations shaped by the consumer world. Engaging creativity, not just product features or jargon-heavy comms, resonates more deeply and builds community. We focus on simplicity and clarity, distilling complex propositions into single-minded, human messages. By combining brand-building creativity with smart, conversion-driving campaigns, we help our B2B clients stand out, excite their audiences and ultimately drive better sales outcomes.”

Kristy Elisano, CMO, Sparks: “Chasing B2B business is about being intentional and deeply aligned with client needs – while bringing the same level of creativity we apply to B2C. It’s less about flashy campaigns and more about crafting strategies that tackle pain points, meet business goals, and reflect industry nuances. While B2C emphasizes emotional engagement, B2B focuses on building trust, demonstrating ROI and delivering value to complex buying committees. At Sparks, we take a consultative approach, focusing on proactive, measurable solutions. B2B clients want partners who can simplify complexity – turning intricate products or services into relatable, actionable narratives that resonate across diverse stakeholders. They value agencies that understand long sales cycles and multifaceted decision-making processes. At the end of the day, B2B marketing is still about people. Instead of chasing ‘business,’ we do our homework and create personalized engagements that connect with the right people at the right time.”

Brenda Imeson, strategy director, Brave Bison: “The pandemic catalyzed B2B marketing’s digital evolution, driving buyers and decision-makers toward online channels. This shift exponentially increased digital signals, unlocking sophisticated tactics previously refined in B2C marketing. Pre-pandemic, effectiveness experts Binet & Field highlighted in Effectiveness in Context that high-research categories can more effectively build brands and activate performance on digital platforms – an insight perfectly applicable to B2B marketing. B2B buyers now prioritize self-education, meticulously gathering information before engaging brands. Delivering high-quality content and leveraging respected client testimonials becomes crucial for establishing presence and trust. The game-changer is personalized, AI-driven activation. Given B2B’s relatively niche audiences, tailored messaging powered by advanced AI audience tools can transform prospects into active leads and customers, bridging the gap between initial interest and committed engagement. This strategic approach transforms B2B marketing from a transactional interaction to a sophisticated, data-informed relationship-building process that can really impact the growth of the business.”

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Mike Stefaniak, chief strategy officer, Hanson Dodge: “As an agency, how do you go about chasing B2B business and what are the key differences in what B2B clients are looking for from their agencies as compared with B2C brand marketers? In B2B, category experience – or minimally, success in categories that are undeniably analogous – can be more important than in B2C. As the recent study from the Bain-B2B Institute demonstrated, B2B decision-making is primarily about managing risk. CMOs and other B2B decision-makers seek to minimize risk by choosing agencies that have shown they can master complex offerings, stakeholder sets and sales cycles on the way to breakthrough work. B2B has long been a significant piece of our business. And new client acquisitions have largely been referral-based, eg client-to-peer introductions or former clients who’ve moved on to new gigs and rehired us. As a result, we’ve amassed a steady stream of B2B work, with minimal participation in cattle calls.”

Ben Reilly, business development director, Imagination: “B2B marketing has evolved into a strategic force, distinct from its B2C counterpart. At Imagination, we chase B2B business by focusing on commercial impact, showing how our work drives the bottom line. While B2C emphasizes consumer trends and emotional connections, B2B is about differentiation – highlighting unique selling points and standing out in a crowded market. Our B2B pitches are more strategic and solution-focused, prioritizing services over broad consumer verticals. Case studies highlight process excellence and ROI, contrasting with the recognition-focused KPIs of B2C campaigns. We also adapt our tone and approach, understanding that trust and reliability are paramount to B2B clients. By adopting a ‘Business to Human’ (B2H) mindset, we balance professionalism with authenticity. With clearer objectives and prescriptive briefs, B2B marketing lets us deliver precise, impactful solutions – elevating brands through strategy, results and innovation.”

Diana Lacey, head of growth, Venturethree: “Broadly speaking, our approach to engaging B2B clients doesn’t change significantly. And still focuses on demonstrating empathy and deep business understanding to inspire bold solutions. In our experience, one key difference is that B2B often operates with a more conservative mindset, where decisions may be rooted in risk aversion rather than the bold, culturally resonant leaps more readily embraced by B2C brands. The challenge then lies in creating the space in projects to push boundaries and get to those compelling stories. Which we know are always going to be the most powerful drivers of impact – regardless if you’re operating in a B2B or B2C world. While B2B clients often seek agencies with sector-specific expertise, we’d encourage flipping that approach. Agencies with adjacent experience can offer the value of a fresh perspective, free from the constraints of ‘how it has always been done.’ That’s what gets you to relevance and originality.”

Ben Bush, partner, The Frameworks: “We speak exclusively to B2B businesses and we pitch to them by following the same principles we recommend they use to reach their audiences. Show them you understand their world and that your product or service will enhance it; understand that they’re professionals and you need to respect their time when you have their attention; remember that they’re humans and they respond to creative ideas like we all do. So, it’s really not so different from the B2C world, but appreciating and embracing the nuances of specific audiences goes a hell of a long way.”

Scott Stedman, founder, The Imaginarium: “So, you’ve finally noticed the champagne of marketing – B2B! Agencies are all about superpowers. Great agencies do something better than the brand could ever imagine doing on their own. B2B’s not less sophisticated – I’d argue when it comes to data and attribution that it’s leading the charge. Intent Data and ABM platforms unlocked digital marketing for B2B in the last five years by giving CMOs the tools they need to target by account. There’s a B2B marketing revolution going on right now, but if you don’t really understand the complexities of your stakeholders and how different it is to market to an ‘account’ than a ‘consumer,’ it’ll be impossible to impress your own buying committee, let alone get a chance to help them target theirs.”

Alistair Reid, partnerships & marketing director, Cubaka: “B2B marketing has finally stepped into the spotlight, and it’s about time! At Cubaka, we go after B2B business by reminding brands of a simple truth: there’s a ‘C’ behind every B2B buyer – a consumer with real wants, needs and even a sense of humor. B2B content doesn’t have to be all buttoned-up and boring. We create culturally relevant campaigns that connect with people on a personal level while still delivering the insights and credibility they’re looking for. The key difference with B2B clients? They want content that balances personality with practicality – helping them educate their audiences, build trust and solve problems. We make sure the brands we work with stand out by speaking to people, not just businesses. Whether it’s through LinkedIn strategies, social-first campaigns or engaging video, we’re here to show that B2B can be creative, impactful and even... fun.”

Ed Davis, international client relationships, BBN: “At BBN, we recognize that B2B marketing is as dynamic and emotionally driven as B2C, but with a critical distinction: B2B buyers are subject to procurement oversight rather than impulse buys. This makes trust, credibility and measurable ROI central to the buying process. Winning B2B business means demonstrating an in-depth understanding of these complexities – longer sales cycles, multi-stakeholder decision-making and the blend of rational and emotional influences driving purchase behavior. Unlike B2C, where agencies often focus on quick wins through emotional resonance, B2B clients value partners who can align creativity with business strategy and measurable outcomes. We focus on positioning ourselves as experts who combine strategic insight with actionable results. B2B clients are looking for more than bold ideas – they want confidence that those ideas are rooted in their business reality and will deliver lasting impact.”

Cecilia de la Viesca, joint MD, Passion Digital: “B2B industries such as technology, healthcare or professional services are experiencing sustained growth. They understand the value of professional services and are normally willing to invest in long-term partnerships and quality, strategic marketing solutions. This obviously makes it a niche very attractive for agencies like ourselves. B2B marketing differs from B2C in several ways, particularly in the length and complexity of sales cycles and the resilience to market fluctuations. B2B sales often involve multiple decision-makers and require a longer-term approach, including nurturing the audience throughout the sales funnel, which makes it much more exciting for us than the shorter cycles for B2C. We find that having strong lead-gen case studies and a creative way of thinking always works when trying to chase B2B clients. We forget that B2B marketing doesn’t have to be dull and corporate as it has historically been. By combining data-driven insights with creativity and imagination, we strive to develop campaigns that engage and resonate with B2B audiences, making them feel something and move through the sales funnel. For us, the key to winning business in the B2B space is to always come ready with some creative ideas on how to use first or third-party data to deliver something different that really stands out from a very same-y crowd.”

Barney Worfolk-Smith, chief growth officer, Daivid: “I started in B2B, so since forever I’ve said 'B2B buyers are people too.’ Selling services to them has remained pretty much the same, though. There will be ambitious marketers who are constrained by much of the rest of the business. ‘Sell these features,’ ‘Make sure the product is in shot’ and so on. What I would say, though, is that in the last six months, we’ve had several very large B2B businesses approach us and it is the brand versus performance debate that has driven them. I think that in a world with ever more offerings in any sector, B2B brands are understanding the need for a distinctive brand and its subsequent effect on performance.”

Natasha Szczerb, MD & co-founder, Badberries: “The misconception that B2C brands should be bold to catch the attention of as many consumers as possible and that B2B needs to be more analytical and logical, being ‘taken seriously’ is wrong. Yes, there is a more accepted vision of brand building for consumer brands and investment behind it because of a pile of evidence on consumer decision-making, but B2B purchasing is a highly emotional decision. The LinkedIn Institute study discussed the mental availability in B2B and the 95/5 rule – how B2B buyers who are ready to buy equate to 5% of your market and 95% are actually potential future buyers. Focusing on those 5% only is a huge missed opportunity for the brand’s longevity. Ultimately, what B2B clients need, that’s different from B2C, is an agency that will help them simplify their complex offering, that will challenge them and strike the balance between demand generation and brand building.”