Ditch the Pitch: Three Best Practices for B2B Client and Agency Matchmaking

ImageMisguided. Ill-conceived. Antiquated. But enough of the accolades for the RFP process, let’s talk about better ways for a B2B client and agency to find their best match.  Let’s start with three core issues with the pitching process and alternatives.
First, go looking for the best pitchmen Mr. or Ms. Client and you’ll find one if not many. What does that have to do with a long term client-agency relationship, MROI? Not much. Pitching and consistently great work are two different performance criteria so be careful what you wish for. Better alternative? Invite AND pay three agencies to come up with their solution to your carefully crafted project. Project work is THE best way to find a new agency. It’s fair, real and telling.
Second, Mr. or Ms. Agency you need to develop and sustain a robust inbound marketing program that is fueled with relevant, entertaining content. A smart client can find out a ton about their prospective new agency partner (please note I did not say vendor) before they ever initiate contact. Over 80% of execs do online research before they reach out. So great content and an engaging online presence are crucial.
Third, Mr. and Ms. Client “to thine own self be true.” What do I mean by that? Clients who have invested in some serious introspect will have a greater likelihood of knowing where they need help and consequently recognize those agencies better suited to them. Isn’t this what we’re really after rather than the best pitchman?

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