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NEWS: 'Marketing planning' top revenue generator for agencies

'Marketing planning/strategy’ is the service which generates the most revenue for B2B agencies, according to B2B Marketing’s annual Agencies Report.

Seventy-four per cent of the top 70 B2B agencies surveyed said ‘marketing planning/strategy’ was their top revenue generator, and 84 per cent said this was their main focus area.

While ‘content marketing’ and ‘branding’ were main focuses for 39 per cent and 33 per cent of agencies, these services fell behind web design in revenue generation by nearly 10 per cent.

Interestingly, popular marketing channels such as social media, mobile and SEO fell down the priority and revenue list all with less than 10 per cent citing them as top revenue generators, if at all.

Alex Aspinall, head of content at B2B Marketing, commented: "It's interesting to see that services such as video, mobile and social are yet to register in any meaningful way when it comes to agency revenues.

“Of course it may be that clients are seeking out specialist agencies for these areas, but the figures do serve to highlight that the subjects that receive the most attention in discourse aren’t always the ones brands are investing in."