Before launching our new agency, beyond global, in late September 2024, we reached out to our clients to learn what truly drives them in today’s rapidly evolving, increasingly global B2B marketing landscape. We also explored what they expect from an agency during this transformation. The responses we received were both surprising and consistent, highlighting where the real challenges lie for the future of collaboration in a global B2B marketing agency.
What traits and qualities should a B2B agency possess today?
Clearly, creativity is a basic requirement and therefore hardly worth mentioning. hat’s truly needed today is a deep, comprehensive understanding of B2B and the various industries it encompasses. This means fully immersing oneself in diverse industry applications, complex and technically advanced products, customer markets, target audiences, and even the internal workings of the customer’s organization, including their values, structures, and sensitivities. Only by mastering these intricate frameworks can a B2B agency achieve long-term success in marketing.
Beyond trust, reliability, and a passion for technology, true dedication to both the job and the client’s field is essential on a personal level. Long-term partnerships rely on consistent contact points who maintain direct and personal communication. Clients value consultants and project managers who can communicate fluently in both German and English. These long-standing partnerships thrive on a perfect personal fit, mutual understanding of goals, and the willingness to go the extra mile, often taking initiative to surprise and exceed client expectations.
‘When it comes to execution, the goal is to think, produce, and deliver on a global scale—ensuring maximum efficiency, a flexible team, strict adherence to deadlines, and, of course, all within reasonable terms, as our buyer likes to say so eloquently...’
Which roles or specialists are essential for projects?
The primary demand is for skills that cannot be found internally within the client’s organization. This encompasses expertise in fields like creative work with advanced tools, digital and social media, as well as copywriting by native speakers. The project manager should relate to the client’s challenges and help develop effective solutions.
In today’s landscape, every agency also needs access to digital experts who understand the future of AI, employing its tools in a professional and transparent manner, particularly concerning legal implications and pricing.
‘On the agency side, we appreciate individuals with experience and a passion for our industry who think creatively and are genuinely committed to understanding the team and the subject matter.’
What does the ideal workflow between marketing department and agency partner entail?
The workflow should be aligned with the customer's understanding and the long-term, strategic goals: as detailed as necessary while remaining as efficient as possible. A high level of flexibility within teams is essential to manage the scope without the need for constant reinvention. For some clients, the ideal workflow involves direct communication between the client and the agency team, with multiple contacts regularly sharing updates. Conversely, other clients, depending on their size and structure, may favor a single primary contact with the agency and prefer not to interact directly with designers and developers.
The briefings should be transparent, clear, and increasingly self-explanatory, minimizing the need for extensive questioning. Collaboration between creative thinkers and account managers who effectively manage costs should yield practical results. Naturally, this should all be completed within the specified timeline—or even a bit earlier…
‘I want to work with disruptors who want to connect with young society and don't need academic creatives.’
What values and cultural elements are essential for fostering a collaborative working relationship?
The agency should establish the client's values as a solid foundation from which to embrace openness, diversity and change, all the while developing a commitment to pushing boundaries. Additionally, values such as humanity, warmth, enjoyment in the workplace, and a dedication to diversity and inclusion are critical, all framed within a global context and an international mindset.
‘We value agencies that have the flexibility to explore new and different paths, that question things, are fair and not too bureaucratic.’
What are the most important marketing needs of the future?
Alongside AI in marketing, digital marketing, and marketing automation, many clients are increasingly focused on strategic storytelling, particularly through social media, and the efficient production of global content. Additionally, it is essential for all marketing activities to be more transparent, using tools like dashboards and KPIs to serve as performance indicators for both the agency and its clients. The agency should position itself as an AI trendsetter and coach, revealing new tools and processes, consistently surprising clients by leveraging these innovations. All of this should take place within a transparent and legally compliant framework, allowing clients to grasp what has been produced with AI and the reasoning behind it.
‘We anticipate a significant level of flexibility from our agencies while operating within the guidelines established by the Group. This includes strict adherence to budgets, transparency, and the delivery of creative solutions and proactive ideas, all within the bounds of available resources and capabilities.’
Perfect Match: Five Compelling Reasons to Collaborate with beyond global
#Quality
At beyond global, we stand for more than just excellent work – we strive to exceed our customers' expectations and set new standards.
#KnowHow
We have combined the best minds, in-depth knowledge and creative energy to create an agency that masters global challenges with exceptional solutions. Our team of 50 is driven by an unwavering determination, a spirit of innovation, and the courage to challenge the status quo.
#Workflow
Our mission is to redefine B2B marketing by delivering exceptional ideas, strategies, and streamlined workflows. Our clients trust us at every step, knowing that we focus on creating innovative and strategic solutions that truly make an impact.
#Values
beyond global is an agency that believes in collaboration, diversity and continuous development. These values drive us to achieve the impossible in every project. We don't think in terms of boundaries. For us, ‘global’ means that there are no barriers - neither geographically nor mentally.
#Needs
We are the architects of creative solutions, champions of strategic partnerships and pioneers of customer understanding. As creative thinkers and strategic doers, we accomplish remarkable feats daily by leveraging cutting-edge tools in brand strategy and branding, graphics and design, and online marketing. Our approach is transparent and efficient—whether with or without AI.
Let's go beyond together!
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