How to choose the right advertising agency - four steps that work
Thinking about getting help with your marketing?
You're not alone. As a B2B-only tech company with over 20 employees, you might be thinking: Is it time to find an advertising agency that understands both your market and your needs?
The simple answer is: Yes - if you want to increase your visibility, generate solid leads and get more out of your marketing investments.
But how do you make sure you choose the right agency? One that not only talks the talk, but also delivers? In this article, you'll learn four concrete steps you can take to find the advertising agency that best matches your business needs.
1. Understand your own needs and goals
Before you even contact an agency, you need to be clear about your own expectations.
If you ask ten companies what they hope to gain from working with an advertising agency, you'll get ten different answers.
So start with yourself:
- Want to increase traffic to your website?
- Want more qualified leads?
- Is the focus conversions - real measurable sales?
- Do you need an agency that works with performance marketing, SEO, Google Ads or something else entirely?
Once you've clarified your goals, it's much easier to find an agency with the right competences.
And remember: The more concrete and measurable your goals are, the better an agency can help you. If your KPIs are unclear, you'll often end up with a fluffy solution that creates neither value nor results.
2. Check the agency's experience and client portfolio
Not all agencies are created equal.
Some are great at fashion and retail - but that doesn't necessarily make them relevant to you if you work in industry, manufacturing, software or something even more technical.
That's why you should take a look:
- What companies have they worked with before?
- Do they have experience with B2B marketing?
- Can they document concrete results from previous cases?
- Do they have case studies from companies similar to yours?
If an agency can show you examples of technical solutions, paid campaigns, content marketing or lead generation that match what you need - you're one step closer to a good match.
Ask directly: “How do you work with B2B lead generation?” or “How do you use data and performance in your campaigns?” Their answers will tell you a lot.
3. Be critical of the agency's work process
Many agencies are good at selling - but less good at delivering.
That's why you should dive into how they actually work:
- How does your onboarding work?
- How do you work with data and reporting?
- Do I get access to dashboards or do I have to wait for a monthly report?
- What analytics environment and tools do you use?
A professional digital agency doesn't work on intuition alone - they let data do the talking. If the agency can't explain how they use data to measure and optimise, that's a clear warning sign.
Also, ask about the collaboration: Do you only have one point of contact? Is it a project manager with a flair for relationships - or a specialist who understands your technical requirements?
The more insight and transparency, the better for you as a customer.
4. Go for chemistry and culture
It may sound a bit fluffy, but chemistry and collaboration matter a lot. After all, you'll be working closely with the agency over a long period of time.
So consider:
- Do they feel like a strategic partnership or just a supplier?
- Do they understand your industry and your technical complexity?
- Are they proactive and curious - or just reactive and full of buzzwords?
You should feel that the agency is interested in getting to know you - not just closing a standard package and hoping it works.
A good advertising agency will understand your core products and target audiences, understand how your sales processes work, and help you translate technical messages into marketing efforts that actually work.
When the chemistry is right and the agency understands your world, collaboration is much better - and results come faster.
An additional note: Price should not be your primary factor
Of course, you have to make ends meet, but chasing the cheapest agency can cost you dearly in the long run.
Often you get what you pay for. And if you expect high levels of expertise, ongoing analyses, access to specialists and measurable results, your budget should also match your ambitions.
Instead, ask: What value do I get for my investment?
The best agencies work closely with you, report openly, test continuously and prioritise what works. It's an investment in growth - not just an expense.
How to get ahead
Now you might be thinking: Where do I start?
Here's one suggestion:
1. Do a short internal debrief - get your goals in order.
2. Make a shortlist of 3-4 relevant agencies.
3. Book initial meetings, preferably 30-45 minutes, and prepare a set of questions.
4. Choose the agency that understands your business, asks the right questions and has a proven track record.
It's not just about a pretty website - it's about whether they can create growth-based marketing that fits your technical B2B business.
When you choose the right advertising agency, you're not just getting an external supplier. You get a strategic partner that helps you find new customers, convert them and grow your business.
Are you ready for the next step?
If you're looking for a digital agency that understands B2B and is data-driven, reach out to us. We work with tech companies like yours - and we know how to drive results through targeted marketing.
Let's talk about your ambitions - and how we can help you get there.
