If you haven’t read our latest US Agencies Benchmarking Report, you’ll find a report robust of agency insights, from average gross income and rising stars in the industry to specialist agencies. And one of the top specialisms this year? Demand generation. We’re here to break down all the B2B demand generation agencies in the US.
Before we get started, we should note how we collect data for our specialisms. We asked agencies to check off what services and capabilities they offer – this included everything from PR and ABM to content and sales enablement. After checking those off, agencies were then asked to use the same list to identify the top three specialism services they offer. Using the data from that specific question, we created specialist league tables.
When assessing the data, 11 agencies out of 29 agencies (37.9%) stated that one of their top three specialisms included demand generation or lead generation services. When asked whether agencies offer demand generation or lead generation services in general, a resounding 24 out of 29 agencies said they do offer the specialized services to some extent. This means that while demand generation services are offered for a majority of agencies, only around 38% of them are making it a priority right now. Why is this?
Robert Norum, Propolis ABM & Demand Generation Expert, said:“It’s interesting that only 38% of the agencies see demand generation as a top three focus area, but it is the third most prevalent focus for US B2B agencies after brand and content marketing. Over 80% of agencies are offering demand gen services to some degree. This could be a question of terminology as you’d think demand generation is pretty implicit in all marketing activities and certainly critical in today’s challenging global economy – but some agencies may have chosen to drill down into a more specific focus area like ABM, channel marketing or one of the other dozen options for their core specialisms.”
So while we can’t be 100% sure of the overarching picture, let’s look at the top 5 demand generation agencies who topped our list this year. It’s worth noting that the league table was ranked based on highest gross income.
See the top 5 here:
Topping the list was Marketbridge and The Mx Group – both of which were featured in our brand specialist table (which was the top specialism amongst agencies). Marketbridge was also featured in our fastest growing and rising stars league tables, which you can find out more in our blog here.
Or if you’re interested in downloading the full report to check out all the demand generation agencies, click here for thought leadership content, agency profiles and more.
