“What did you
actually do?”
Ask about the assignment behind the client logo. Who was the audience? What was the agency’s role? What changed?
See our UFP example ↗The Carbon guide / Choosing an agencyNice pitch.Who’s doing the work?
How to choose a B2B marketing agency you’ll enjoy working with.
The deck looks great. The chemistry seems good. Now comes the useful part: finding out whether this is the team that can help you get where you need to go.
The short answer
Start with the problem you need to solve. Then look at relevant work, meet the people who will deliver it and compare clear scopes. Before you choose a B2B marketing agency, agree on what success looks like and how you’ll work together.
Give everyone the same problem
A better brief.
A better conversation.
“We need more leads” is a start. Which customers do you want? What makes someone a good prospect? What happens after they raise their hand?
The same goes for a brand or website project. Explain what customers don’t understand today and what you want them to think or do differently.
Share your goals, audience, timing, budget context and the people involved. Add whatever research or performance data you already have. The clearer the starting point, the easier it is to compare what comes back.
Get past the presentation
A few questions
worth asking out loud.
“What did you
“What do those
results mean?”
Check the timeframe, baseline and definition. Reach, leads and sales opportunities aren’t interchangeable.
See our HubSpot example ↗“Who’s on
our team?”
Meet the people you’ll actually work with. Ask how decisions get made and what happens when priorities change.
Meet the Carbon model ↗“What’s in
the scope?”
Compare deliverables, research, media, production and technology before you compare the final number.
Talk through the budget ↗Take this to your next call
Good chemistry.
Clear answers.
Use this checklist with every agency on your shortlist. Check an item when you have a specific answer you’re comfortable with.
A conversation aid, not an agency rating. Your selections stay on this page and reset when you reload.
0 of 5 covered
48%
said AI introduced a provider
they seriously considered.
How buyers build a shortlist is changing
The first introduction
might come from AI.
That’s one finding from Carbon’s 2026 study of 189 B2B decision-makers. Wherever a recommendation comes from—a colleague, Google or an AI answer—look at the work and meet the people behind it.
The study covers B2B business partners broadly, not just marketing agencies.
Explore the research and methodology ↗Good chemistry. Real people.
The crew you meet.
The crew you get.
Our strategists, creatives, media specialists and technologists work together. And you work directly with the experienced people doing the work.
Get to know our agency model ↗Good questions. Clear answers.
A few things worth asking.
A little clarity before the next conversation.
What should I look for in a B2B marketing agency?
An understanding of your buyers, relevant experience, a team you trust and a scope you understand. Ask for evidence that fits your challenge, and agree on how you’ll judge progress.
Should I choose a specialist or an integrated agency?
A specialist can be a good fit for one clearly defined need. An integrated agency can help when research, brand, creative, media and digital all need to connect. Think about how much coordination your internal team can take on.
Do they need experience in my exact industry?
It helps, especially with technical products or complex buying processes. But experience with similar audiences and business challenges matters too. Ask how they’ll get up to speed on the things they don’t know yet.
What should the proposal include?
The goal, scope, deliverables, team, timing, fees and exclusions. It should also explain your responsibilities, how progress will be reviewed and what happens if the work changes.
How many agencies should I shortlist?
Enough to compare useful options, but few enough to get to know each team properly. A focused shortlist and a consistent brief usually make for a better decision than a long parade of pitches.
Keep exploring
Make the next connection.
Agency pricing & engagement models
B2B marketing agency pricing, without the awkward part.
Manufacturing & industrial marketing
Manufacturing marketing, with people at the center.
B2B technology marketing
Make people care about what your technology can do.
Create a reaction
Bring the questions. Meet the crew.
We’re happy to be on the other side of this checklist.