Free buyer’s guide · 9 pages
How to choose a B2B paid media agency, or decide to keep paid media in-house
Get the free guide ↓This buyer’s guide helps growth and paid media leaders decide whether to hire a B2B paid media agency, use specialists or build in-house, and how to compare agencies if you go outside. It covers the decision criteria, the questions that reveal how an agency really works, fee models and their incentives, red flags, and a scorecard to compare proposals on the same terms.
- Agency, specialists or in-house: a decision table
- Fee models compared: percentage of spend, flat fee, hybrid
- 10 questions that reveal how an agency works
- 8 red flags in paid media proposals
Written by the PlanConversion Strategy Team, from programs run for ABB, KNIME and Nakisa. For growth, paid media and demand generation leaders.
What’s inside
Everything in the guide
Practical and specific: questions, checks and decisions you can use in your next meeting, not theory.
Fee models compared: percentage of spend, flat fee, hybrid
10 questions that reveal how an agency works
8 red flags in paid media proposals
A 25-point scorecard and a 90-day trial plan
Free preview
When an agency is usually the right call
- You run more than two platforms and nobody in-house is senior on each of them.
- Spend is large enough that small efficiency gains pay for the fee, but not large enough for a full in-house team.
- You need CRM-connected measurement set up quickly and do not have marketing operations capacity.
- You want a second opinion on structure and strategy, not just more hands.
The full guide
How to choose a B2B paid media agency, or decide to keep it in-house
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Paid media
LinkedIn, Google, Microsoft, programmatic and intent platforms managed against pipeline.
Questions
About this guide
Is this guide neutral?
Yes. The scorecard works for any agency, including us, and for deciding to stay in-house.
What fee model do you use?
Our paid media fees are published on our pricing page. Use the fee model table to compare any proposal you receive.
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