Agencies Tap Into B-to-C Skills to Land B-to-B Clients
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As the line between b-to-b and b-to-c marketing continues to blur, predominantly consumer agencies that are starting to take on business marketing clients are finding that what it takes to win that business isn’t all that different — with a few exceptions.
Agencies find that businesses that primarily market to other businesses still do take a bit more hand-holding, need a bit more time and — of course — plenty of data before moving forward on a campaign or signing on with an agency. But overall they are still marketers and, more importantly, people and it is these truths that are winning the day for agencies that have historically served consumer clients.
Having clients like Coke, Daffy’s, Chanel, and Bacardi didn’t exactly hamper Johannes Leonardo in its recent win of large b-to-b client, but it did take some specific convincing.
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