Selecting a new B2B Agency: how to make the pitch process more efficient 

b2b digital agency alan cooper freestyle

Freestyle founder Alan Cooper reveals useful insights for B2Bs when choosing a new agency partner

Pitching is a complex journey. Especially for B2B Agencies.

It can also be a rather lengthy one, intricate and costly. Agencies can burn through tens of thousands of pounds on a pitch with no certain outcome. Pitching for B2B versus B2C clients is different; there’s more complexity, less readily available information and often caution when engaging with the agency early in the process.

Agencies that understand B2B well will dig further into the client’s brief to identify the deeper challenges and likely solutions.

In a recent presentation at the Figaro Digital B2B Marketing Roundtable, our founder, Alan Cooper opened the lid on the best and worst practices “before, during and after the pitch”.
We’ve extracted the best pieces of advice for client-side marketers, to help make the pitch stage a more successful one, for both parties.

48% of agencies  say that “lack of face-to-face time” with the client is one of the biggest challenges of the pitch process

  1. Make sure the project is agreed and signed off. If you are using the pitch as a business case, make sure the agency is aware of that
  2. Answer agencies’ questions. They often need to find out more details about the challenges you face
  3. Schedule face-to-face time with the agencies
  4. B2B pitching typically takes longer than B2C due to the complexity of the sector;  for one of the world’s leading adhesive manufacturer it took about 9 months and resulted in an award-winning web ecosystem for one of the most important international adhesive companies
  5. Be more generous with your agency assumptions. There is less information available on B2Bs than there is on B2Cs
  6. Don’t bring the main decision maker late in the pitch
  7. B2B decisions are harder and often protracted
  8. We are not afraid of projects developing in “multiple stages”; tell us what the format is up front and how you want to engage with us
  9. Provide as much information about your customers and audiences as possible – and be prepared to talk about them like B2Cs do
  10. Embrace the fact that we need to drill into your products and services, more than we would with a household B2C brand
  11. B2B relationships often last longer than B2C ones; look for agencies with long-standing relationships and stable staff
  12. If your audiences are highly complex, look for agencies that can demonstrate a sophisticated understanding of B2B customer experiences

If you don’t know the agency, they shouldn’t be in the room.

For more best practice on B2B pitching, watch Alan’s presentation from the recent Figaro Digital event below.

The “The B2B Pitch: Getting It Right For Client And Agency” video is courtesy of Figaro Digital.



I’ve always loved working with ambitious companies, and I love new ‘stuff’. Having said that, I’ve worked with two of our clients for over 20 years, so I’m trying not to change too much!

Alan Cooper, New Business Director

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