SiriusDecisions Marketplace

SiriusDecisions Marketplace Blog

Dec/2015

Nov/2016

Finding the Right Public Relations Agency Partner
  • With PR typically understaffed, an agency acts as an extension of the team
  • Matching personality and work styles is an important aspect of selection
  • Select a trusted partner to enable the team to increase productivity and improve support

November 21, 2016

DIY? Call for Help? Not a Black-or-White Decision
  • Many b-to-b organizations think the decision to outsource is black or white, outsourcing a complete function or deciding to do it themselves
  • There is an opportunity to structure work with an agency so it is clear what the roles on each side will be
  • This blog post shares three common examples of shared work between agency and client

November 11, 2016

Services That Support Successful ABM Strategies
  • Account-based marketing (ABM) is extremely or very important to the 2016 marketing efforts of 87 percent of b-to-b companies
  • In addition to investing in ABM technologies and tools, marketers are planning to invest in ABM services
  • Insights and content creation are key areas for which ABM marketers are turning to service providers

August 29, 2016

Don’t Be Sidetracked by an Agency’s NASCAR® Slide
  • Virtually all agency presentations contain a slide displaying a large collection of client logos – sometimes called a NASCAR® slide
  • Although these slides can be very impressive, it’s important to look beyond the logos to understand more about the services the agency provided
  • Have a thorough client reference process in place to understand whether the agency is really a good fit for your needs

August 19, 2016

The Seven Deadly Sins of Agency Selection
  • Selecting an agency or services provider is a daunting task
  • Most b-to-b organizations focus exclusively on the companies they are evaluating
  • By not also focusing on themselves, b-to-b organizations could be committing one of seven deadly sins

August 10, 2016

Looking for an Agency for a Branding Project?
  • B-to-b organizations commonly hire an agency for branding and rebranding projects
  • Finding the right agency is critical, given the cost and strategic nature of this work
  • This post provides a summary of six North America-based brand agencies

July 07, 2016

Agency Relationships: Learning From Mistakes
  • Even the best b-to-b agency relationships can hit snags over the course of a project
  • Steve DeLeon discusses some critical lessons he’s learned from CLEAResult’s agency experiences
  • An ample discovery phase and honest communications are essential for agency project success

June 23, 2016

Brand Agency: Specialist or Jack of All Trades?
  • A branding initiative is a major project for any b-to-b organization
  • External partners provide a beneficial outside-in perspective
  • Project scope is critical in deciding which type of agency to use

June 01, 2016

B-to-B Agency Selection: Three RFP Red Flags
  • When reviewing proposals from agencies, watch out for common red flags
  • A seemingly great RFP response might actually be a generic copied-and-pasted document
  • Make sure agencies have developed a thorough understanding of your company culture and processes

April 04, 2016

What to Do When You Want to Consolidate Agencies
  • Companies often end up juggling agencies and spending an inordinate amount of time managing work across multiple parties
  • When managing multiple agencies becomes too much or when budgets are re-evaluated, organizations may look at consolidating agencies
  • Keep these considerations in mind as you approach agency consolidation

March 14, 2016

Don’t Hire a B-to-C Agency if You’re B-to-B
  • B-to-b organizations sometimes consider agencies or services providers without b-to-b expertise for marketing services
  • Selecting the wrong type of agency can be detrimental to the project because of the major differences between b-to-b and b-to-c work
  • Given complex b-to-b buying scenarios, it is best to select a partner with b-to-b experience

March 09, 2016

3 Questions to Ask Persona Service Providers
  • It’s important to ask the right questions when seeking a company that will develop personas for your organization
  • These three questions reveal how a particular vendor develops and delivers personas vs. other vendors
  • The answers to these questions will help determine which persona service provider fits the needs of your organization

February 03, 2016

Three Signals It's Time for a Retainer Contract
  • Companies may become burdened by managing multiple service providers that work on a project basis
  • There are many benefits to working with service providers in retainer-based relationships, including a consistent team
  • Use these signals to know when it’s time to make the switch from project-based relationships to longer-term commitments

January 25, 2016

Selecting a Service Provider for a Persona Project
  • Personas are core to the creation of go-to-market strategy for many companies
  • Some companies don’t have the bandwidth to develop these in-house and outsource to a service provider
  • SiriusDecisions recently published a report evaluating vendors that offer these services

January 13, 2016

Tips for Reviewing RFP Responses From Agencies
  • Judging RFP responses is a critical step in the service provider selection process
  • It is important to allocate adequate time to review RFP responses so that you’re not rushed in reviewing all of the documents
  • Make sure to keep these five things in mind as you review RFP responses to get the most value from your efforts

January 11, 2016

Three Questions to Help Create a Killer Agency RFP
  • Building RFPs for service providers can be a daunting and time-consuming task
  • There are benefits in viewing the RFP as a tool to uncover more about the service provider’s approach and potential chemistry
  • Evaluate your RFP through three lenses to attract the types of service providers you want to work with

January 06, 2016

How to Avoid Cooking Up an RFP Disaster
  • Creating, issuing and reviewing RFPs is a time consuming process
  • Often times, companies rush through this process and create more work in the long run
  • In order to streamline the process, use these best practices for your RFPs

December 22, 2015

Questions to Ask Your Service Providers for 2016
  • The new year provides an opportunity to regroup with service provider and agency partners
  • In your planning meetings, it’s important to take a step back and evaluate new approaches
  • Use these questions to make sure you start the new year off on the right foot

December 21, 2015

Three Ways to Make Your Service Provider Cry
  • Clients and service providers often end up in contentious relationships based on misaligned expectations
  • Agencies or service providers become defensive when they feel that the client may take their ideas and have someone else execute on them
  • Asking the right questions can foster creativity and improve the work done by the service provider or agency

December 18, 2015

Why Briefing an Analyst Firm Isn't a Waste of Time
  • Analysts play an important role in the b-to-b buying process
  • Yet, many vendors aren’t sure how to best engage with analyst firms when they are approached about research
  • With a better understanding of how to work with analyst groups, marketing and communications professionals can better drive engagement

December 17, 2015

  • Management
  • Guest Contributor