Newsletter | May 11, 2022

05.11.22 -- So You're Thinking of Working with an Agency




So, you’re thinking about using an agency!


We don’t often discuss the role of agencies in the B2B landscape here at FYB, but they can serve an important role in business development and helping sellers better engage buyers throughout their journeys.


Agencies generate a variety of images. Let’s be honest! Who didn’t puddled-up when Don Draper, from the fictional series Mad Men, pitched the idea of the carousel to the Kodak executives? Fiction can often be more glamorous than reality.


When considering whether to use a marketing, communications, or advertising agency, I will offer some common FYB questions. Will it support your business strategy? Will it help you get better results from your marketing and sales operations? And how will you measure those results?


Those are also the questions that Beth Willers, Principal at White Matter Communications, shared with me. She urges B2B companies to use agencies to support their business outcomes, rather than the other way around. She offers some valuable, candid tips in our featured content, a video interview, in this week’s newsletter.


I’ve also included a link to Don Draper’s Kodak pitch and what we can learn from it as B2B sellers.


If you never want to miss an edition of our newsletter and you haven’t signed up yet, you can do that here: send me the Follow Your Buyer newsletter each week!


Thanks for reading - Perry

Perry Rearick

Chief Editor | Follow Your Buyer


Exclusive Content From Follow Your Buyer
So You’re Thinking of Working With An Agency

At Follow Your Buyer, we spend most of our time focused on the relationship between B2B buyers and sellers. However, agencies can also serve an important role in business development, but they aren’t well understood by B2B companies.

8 Tips For Vetting Your Marketing Agency

Advice on asking the right questions about an agency’s operations and strategy before you outsource any B2B marketing activities.

Sales Follow-Up: Where B2B Content Marketing Goes Wrong

A real-life example of how bad sales follow-up can ruin even the best content marketing strategy.

Thinking Beyond Net-New Leads: Part 1

Infatuation with net-new leads means lost opportunities, so B2B marketers need to push back when the sales team undervalues lead intelligence on prospects they “are already working.”

  Featured Item 1  
Don Draper's Carousel Pitch
This scene from the fictional series Mad Men is often considered one of Don Draper's best pitches. Kodak R&D engineers just developed a new projector with a wheel-shaped device that feeds the slides individually into the projector lens. The Kodak execs want to talk about the device. Draper talks about the buyer, puts the execs in the buyer's shoes, and Draper himself becomes the buyer. And the carousel projector is given birth. Following Your Buyer, wil never lead you astray.  (1989) Mad Men - The Carousel (Higher Quality) - YouTube