Summary
It’s a buyers’ market for B2B agency services as economic conditions threaten budgets, in-housing peaks, and B2B marketers look for the right mix of agency and in-house capabilities. Forrester predicts that the largest holding company agencies will see new opportunities to build out comprehensive B2B-focused practices with end-to-end media, marketing, and data services, while smaller agencies proliferate and expand their specialized B2B capabilities. Organizations shouldn’t chase the trend and buy these newly minted B2B services in haste. This report provides B2B marketers with a strategic approach and evolved agency review process to guide agency selection and management.
Log in to continue reading
Client log in
Welcome back. Log in to your account to continue reading this research.
Become a client
Become a client today for these benefits:
- Stay ahead of changing market and customer dynamics with the latest insights.
- Partner with expert analysts to make progress on your top initiatives.
- Get answers from trusted research using Izola, Forrester's genAI tool.
Purchase this report
This report is available for individual purchase ($1495).