The Reputation Index: what do B2B clients REALLY think about their agencies?

As mentioned in a previous post, this year, we’re extending our long running Agencies League Table and Benchmarking Report to include a reputation score.

Why? Well, both clients and agencies often say to us that the financial data contained in the League Table is only half the story. It doesn’t give any indication about what that agency is like to work with and – more importantly - whether they are any good at ensuring clients achieve their objectives. The Reputation Index will provide the first truly holistic view of how agencies are performing for existing clients – and for prospective clients whether they might be worth putting on their roster.

Not only that, but it will provide agencies themselves with invaluable data on how they are performing in comparison with competitors, and where they need to improve. I’m convinced that this project will be of significant benefit to the whole B2B marketing sector – both clients AND agencies.

How does it work? It’s very simple. We’re inviting clients to participate in a short (but completely confidential) online survey regarding their experience of working with their agency (or agencies). It takes between five and ten minutes to complete. Clients will be asked to rate the agency against ten criteria, which will then be combined to create an aggregate Reputation Score, which we will then benchmark against the industry average.

What’s in it for me? Why should I take part? We’ll send participating clients a report on how their agency performed, as well as a synopsis of general trends across all agencies. We’ll also give them a free copy of our 2012 Email Marketing Benchmark Report, normally worth £99 plus VAT. You’ll also be helping your agency by providing them with invaluable feedback of a depth and format that simply isn’t available elsewhere.

How can I get a copy of all the comprehensive results? The complete Reputation Index, with results for all participating agencies, will be available FREE to Premium Members of B2B Marketing, otherwise for purchase online at

How can I take part? Click here to access the survey.

Deadline for responses is Monday September 10th.

Thanks for your assistance.