Often, B2B companies need help scaling their content without sacrificing their brand voice. When working with an outside marketing agency, they require genuine collaboration and partnership to maintain brand consistency while still driving results. One of the biggest concerns in choosing an agency becomes finding one that can work closely with their team on their messaging, ensuring it maintains their authentic voice and expert insights.
“Lauren has been able to understand our message at a really high level,” said Martin Schwartz, Founding Principal at RSM Design, one of Online Optimism’s B2B clients. “She provides the marketing consulting necessary to elevate our web presence without losing our unique voice and contributions.”
With our comprehensive onboarding process, extensive collaboration with clients, and regular communication throughout client campaigns, I approach each of these campaigns with confidence that our agency’s people-first approach will enable us to help the client achieve results while still centering their team’s own contributions and voice in their messaging.
While clients get to meet every team member they will be working with during their kickoff meeting, we quickly establish an account executive who will be their main point of contact to streamline communication. We establish a regular cadence to meet with clients to discuss their campaign—usually weekly or biweekly, though we are always available for additional communication via Slack, email, or extra calls as needed.
Early on in the process, our Optimists meet the clients we will be working with and ask them questions—a lot of questions. To make this meeting run as smoothly as possible, we send over our questions in advance so clients can prepare. We ask about everything from brand voice samples to main metrics for success, top competitors, the current sales process, and target audience personas.
Our content marketers dive deep to understand the brands, products, and services we are helping to market. This could include running through the sales process with the client, reading industry articles and the client’s past blog posts, attending relevant webinars, interviewing leaders at the company, or participating in a product demo.
Most of our onboardings last four weeks, culminating in launching the first deliverables for the marketing campaign. Depending on the scope of services, this could mean having the client’s first social media calendar, paid ads, and blog post approved by the time the campaign starts in earnest, setting it up for success.
All of this collaborative work leads to real results for our clients as well. For example, for one such client we were excited to deliver:
This resulted in:
Though as most B2B marketers know, it’s best to hear it from company stakeholders themselves.
