Three Reasons to Hire a B2B Specialist

Bill Carkeet



In the fast-paced world of business, you don’t have time for “I wish we had.” Here are three reasons working with a B2B specialist can take your business to unimagined heights.

We’ve spent the last 45 years helping some of the world’s leading companies evolve and grow. During that time, we’ve seen some amazing approaches to communications, some real clunkers, and everything in between. With that in mind, here are three reasons we’ve found that a B2B specialist is uniquely able to set your business up for success.


1) We understand the B2B path to purchase.


We wholeheartedly subscribe to the belief that, whether you’re business-to-consumer (B2C) or business-to-business (B2B), you need to make a connection. By that we mean, whether you’re trying to reach buyers or influencers, your audience is made up of real people. But the path to purchase is widely divergent for these two groups.


Think about buying a car. You think about your needs, read reviews, maybe go for a test drive, or discuss it with your significant other. Then you decide which one makes the most sense for you and/or your family. In the end, it’s a straightforward and mostly linear process.


Now think about how a business would decide on a purchase. There is almost never a sole decision maker. Depending on the size of the company, there could be input from legal, customer service, accounting, sales, distribution, and more. Marketing will bring their perspective, while sales will have their own (sometimes competing) thoughts.


Put simply, the B2C path to purchase is a linear march. The B2B path can be recursive and involve many groups. A B2B specialist will not only understand the dynamics of this process, but also confidently help you navigate this complex environment.


The best B2B agencies know the ins and outs of this path to purchase. They’re experts in identifying, communicating, and ultimately, engaging all the key stakeholders and catering to their needs.


Which brings us to our next reason to choose a B2B specialist.


2) We understand how to leverage B2B stakeholders.


Remember those multiple groups involved in the B2B path to purchase? Well, let’s just say they don’t always have the same goals and priorities.


Back to our car-buying analogy. You and your partner may have slightly different wishes on designs or features, but you’re likely pretty close on what is best for you.


But now think about a business. Each group that comes to the table has a different interest. Often these interests are competing. Successful campaigns won’t change that. Rather, they recognize those distinct interests and find ways to accommodate them.


Using our experience navigating these groups, we can quickly identify and engage the key stakeholders in ways that resonate with them. Our in-depth understanding helps us determine the level of information each stakeholder needs. We can leverage their clout and keep the project moving—all while keeping them informed and engaged along the way.


That’s the kind of perspective only a B2B specialist can bring.


3) We understand the B2B landscape.


When you’re deciding on a resource or partner for your business, you want someone who’s not only an expert in marketing, but an expert in business as well. You want someone who has been in your shoes, who understands the dynamics and the vernacular of your industry.


A good partner will be savvy enough to ask the right questions at the right time. How does this decision ladder up to overarching goals? What will the long-term impact of this decision mean for our business down the road?


These questions can either help validate your thoughts or challenge your assumptions. And you want someone who is not just going to react to what you say. You need someone who is proactive, willing to take you on a journey to get to the right solution for you and your business.


That’s because good B2B specialists aren’t just taskmasters. They are creative problem solvers. And in the end, isn’t that what you’re really seeking?


Make sure you stay tuned for our next post about how Oden is uniquely positioned to deliver creative solutions that make a real impact on your business.

Q & A with Bill Carkeet

Q: What are the most interesting challenges you see in the B2B environment?


A: To me, it’s the complexity that keeps the B2B marketing environment interesting. There are new challenges to address and new problems to solve. And that’s exactly what we do with Oden. Have a problem that seems unsolvable? Let’s solve it. Have a challenge others shy away from? We’ll tackle it head-on. And our collective background, skills, experience, and capabilities uniquely position us to serve as a trusted partner, a trusted problem solver. Sometimes the solutions we bring provide clarity and validation. Other times we challenge assumptions. Sometimes, we simply help stakeholders sync up. But whatever the situation, we’ll be in your corner, charting your course, and leading you to an informed solution.


Bill Carkeet has served as Oden’s CEO for more than 20 years. He uses his passion and experience to chart the course for our agency, while always keeping us future-focused.