B2B marketing agency vs. consultancy

The marketing landscape is always growing and changing. Over the last decade, new B2B marketing specialisations have emerged, from digital marketing through to UX and AI. In response, marketing service providers have evolved. You now have your choice of working with a traditional B2B marketing agency or a strategic consulting firm, like Bright.

So, who should you choose?

The difference between a B2B marketing agency and a strategic consultancy is all about effectiveness. An agency will follow their own traditional techniques and ways of working to get the job done — even if it proves ineffective. A consultancy, on the other hand, will integrate with your team to pinpoint barriers to success, develop solutions and put your data insights to good use.

No matter who you choose to work with, you’ll have to take a side in the great debate on traditional vs. agile marketing.

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Put a laser-like focus on your business goals

To help you choose, here’s how agencies and consultancies match up:

Traditional marketing agency

  • Follows your given brief
  • Execution and project focused
  • Sticks to the plan in place
  • Short project goals to long-term strategies
  • Project-level reporting and analytics
  • Works separately to your teams
  • Keeps their culture distinct and separate
  • Focuses on project management
  • Delivers different comms for project teams
  • Slow to share reports and outputs

Strategic marketing consultancy

  • Strategic fit aligned to your business goals
  • Curious, data driven and metrics focused
  • Adapts at pace to support business agility
  • Medium to long-term thinking
  • Proactive knowledge transferring
  • Collaborates with your teams and suppliers
  • Integrates with your culture and brand
  • Focuses on change management and cultural impact
  • Understands importance of internal comms
  • Readily shares reports and outputs in sprints

Bright’s agile marketing approach seamlessly integrated with our team. Thanks to the regular stand-ups and strong data insights, we were able to quickly change tactics.

Ghassan Sultan, CMO TECHNIA

You’re in good company

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See how we’ve helped our clients get better marketing results:

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