What to choose the Best B2B marketing agency for you?
A View from the Agency Side.
Choosing the right B2B agency isn’t easy. You can craft a detailed brief—laying out your context, challenges, and aspirations. You can scour the internet for agencies that look the part, hoping to find case studies that give you confidence. But ultimately, it’s still a leap of faith. The real test of an agency is what it’s like to work with them day in, day out.
So, let’s flip the perspective. What does an agency like ours look for in an ideal client? Here’s what matters to us at Velo when we decide if a partnership is the right fit.
1. The right sectors and the right markets
The best agency-client relationships are built on expertise. We specialise in three sectors: technology, professional services, and manufacturing with particular strengths in:
- Professional Services: B2B Insurance, Business Intelligence, Building & Property Services, Business Services (across back office).
- Technology: EdTech & eLearning, Insuretech, security, Cloud/SaaS, Managed IT Services, Data storage.
- Manufacturing: Health & Safety, Precision Manufacturing, Medical Device Manufacturing.
That means we’re already deeply embedded in the markets our clients operate in, engaging with the same audiences day after day.
Our knowledge helps us hit the ground running and deliver impact fast. And just as importantly, we know where we don’t have expertise—and we’re always upfront about it.
2. The right capabilities
We’re full-service, but that doesn’t mean we try to be everything to everyone. No agency can do that well. Instead, we’ve focused our investment on the capabilities that drive real results for our clients: brand building, lead generation, sales enablement, and digital experiences through powerful websites. Because we work across similar challenges in our specialist sectors, we’ve been able to develop deep expertise in what works—and what doesn’t.
3. The right size
This one is often overlooked but critical. We intentionally limit the number of clients we work with at any one time. That way, we can keep quality high and attention focused. Some agencies take on as many clients as possible—but where does that leave you? Are you a big fish in a small pond or a small fish in a big pond? Will you get the senior agency attention you need? On the flip side, if an agency is too small, they might be financially fragile or stretched too thin, taking on work outside their core strengths. The right fit matters.
4. The right engagement Model
Every client is different, which is why we’ve developed three structured ways of working. These models ensure our methodology is as efficient as possible—so we can get to results fast:
- Outsourced Support – Project-based work with defined deliverables and timelines.
- Team Extension – A seamless wraparound team, handling everything from planning to activation.
- Enablement – Providing the tools, processes, and training for in-house teams to execute effectively.
While we always adapt to individual needs, these engagement models allow us to operate in a structured, scalable way—critical in today’s AI-driven marketing landscape.
5. Recommendations make it right
Just as clients look for agencies through recommendations, we look for the same when selecting who we work with. In our specialist sectors, we often share mutual connections—whether on LinkedIn or through industry suppliers. Strong relationships and trusted referrals help ensure a great fit from the outset.
The Best Way to Choose an Agency? Test and Learn.
Selecting the right B2B marketing agency is never a straightforward process. That’s why pilot projects are invaluable. They give you a chance to see how an agency works—not just how they present themselves. So, build your shortlist using recommendations from industry contacts and colleagues. Start small, test the waters, and choose the agency that proves they can deliver.
At Velo, we believe that the best client-agency partnerships are based on trust, expertise, and shared ways of working. Get those things right, and you’re well on your way to marketing that makes an impact.
