Brands can’t accomplish everything alone; external agency partners are essential to a brands’ capabilities and capacity. But with aggressive growth goals and complex tech and data requirements, many brands are streamlining agency relationships.
B2B buying cycles are getting longer and more complex. According to Demand Gen Report research, 58% of buyers said their decision process was longer in 2017 than in 2016, while only 10% said purchase time had decreased.
“Agencies have to step into a different model, which is about marketing, consulting and making sure that they understand data management and orchestrating platforms,” said Bob Ray, global CEO of Merkle-owned agency DWA.
Jolliffe, a veteran analytics expert who has been with DWA for nearly five years, has driven data strategy and led analytics for some of the agency’s largest clients, including NetApp, Cisco, and Intel.
“Working on behalf of global brands, we are able to leverage The Trade Desk’s platform to cost-effectively engage with business audiences in multiple markets, including China,” noted Krish Sailam, SVP, Global Programmatic Services at DWA, a Merkle company.
B2B marketers spend a great deal of time trying to read between the industry headlines. Scores of buzzwords come and go. A few stick around and become meaningful additions to the marketing toolset. But even when consumer brands embrace a given tool for the long haul, B2B marketers are often left wondering, “Yes, but is it really useful for me?”