Specialist tech and telecoms agencies will own the future of B2B marketing and communications. The days of generic tech and telecoms agencies that serve every kind of company with one blanket set of services are over. While generic tech and telecom agencies might be specialists in things like PR or digital marketing, they don’t have the understanding or day-to-day working knowledge of the sector to make their clients successful.
The world has changed. Content has upended the traditional marketing agency model and tech and telecoms companies need the support of agencies that understand how to communicate innovation in whatever niche they operate in. Developing effective communications strategies and content demands a working knowledge that often goes beyond their internal marketing teams.
For too long, traditional agencies have been happy to focus on billable hours rather than results, providing neither value for money nor helping clients to effectively meet objectives. B2B tech and telecoms companies want knowledgeable well-written content accompanied by true consultancy.
The biggest complaint we hear about other tech agencies is that they don’t actually know tech. “They sell us on their expertise then when we brief them on what we do they don’t get it. When the content comes to us we have to rewrite it all. They might know PR and marketing, but they don’t know our business.”
These kinds of companies need an agency that lives and breathes their industries every day. They want agencies that can advise them about how competitors are positioning their products and services as well as the news and trends that will shape their communications strategy.
They might not be in the same city or even the same country as their client but they’ll be able to execute at the highest level. They’ll be the best people for the job and in this age of hyper-connectivity, there’s no reason to work with a generic agency because they’re a few blocks away and you can meet face-to-face once every six months. Emails, phone calls, Skype and video conferencing is all you need to work with world-class talent.
When tech and telecoms companies choose specialist agencies they gain a partner, a consultant and a team that can execute for them. They often do less meetings, less phone calls and instead focus on getting the job done. There is no need for “soak sessions” where the client pays to teach an agency about their industry.
The specialist agency is ready to go from day one and can make proactive recommendations about comms strategy and the overall business focus. They are a partner rather than a just a bolt on resource.
When choosing an agency, tech and telecoms businesses should look at agencies that know their industry and can tell them what is happening in their industry at the meeting, not after weeks of desk research. They’ll get better results; their content will be compelling, and they’ll see real results faster.
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