Trends Report

Marketers Need To Rethink Outsourcing In Light Of The B2B Agency Gold Rush

November 17th, 2022
With contributors:
Steven Casey , Emily Wen , Arianne Burnette


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.

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