Agencies have been a part of the B2B marketing and advertising landscape for years. As the marketing landscape shifts, first from print to digital, and now into a data-driven and analytical mindset, it got us wondering: “Where do agencies fit in this new B2B reality?”

To get some answers, we turned to Keith Booton, founder and CEO of Ivor Andrew, an integrated agency located in the Chicago area that specializes in the B2B industrial market.

According to Keith, full-service integrated agencies can help businesses diagnose problems with their marketing, offer a strategic approach to building markets, and also execute the tactics used to reach B2B buyers.

Episode Guide

2:18: What is the value proposition for agencies today?

5:49: How has the value proposition for agencies changed in the last 10 to 15 years?

8:22: How are businesses judging their relationships with agencies in a data-obsessed world?

10:10: Misconceptions about working with an agency.

11:21: How does Ivor Andrew market itself to B2B marketing organizations?

13:34: How will agencies need to evolve in the next 10 to 15 years?

17:15: What is Keith’s favorite tool, the one he cannot work without?