The Challenges and Opportunities of Serving Three Distinct Client Categories

As CEO of HIPB2B, I have the rare occasion to reflect on the differences between our agency and other digital marketers.  While many of us share some of the same core characteristics, one of the most differentiating elements of HIPB2B’s business is the fact that we work not just directly with brands but also quite actively with other agencies as well as syndicators and publishers.

For those who know HIPB2B, you recognize immediately that I’m speaking about the matter of content-centric demand creation or, as so many like to still refer to it, lead generation.  Content-centric demand creation, or lead gen, is HIPB2B’s “bread and butter”, and we are so exceptional at this that other agencies (ostensibly competitors) look to us to meet this need for their own brands.  At the same time, we fulfill very large counts for campaigns placed indirectly by brands in various “marketplaces” or “syndicators”.  Meanwhile, many online publishers (and the digital arms of traditional publishers) often turn to HIPB2B to create demand for their webinars and other assets.

Starting to sound like a pitch?  I assure you it isn’t.  Rather, I’m setting the stage for the point of this blog post… comparing and contrasting the differences in campaign execution between logos, agencies and syndicators/publishers.  Undoubtedly, serving the interests of these different business models requires a considerable range of agility, flexibility, and capability.  At the end of the day, though, meeting these divergent needs and requirements boils down to managing the same basic campaign elements in different ways and by different means.

Below are three lists – one for each client category – which illustrate the degree of relationship our agency typically has in each category, as well as in content creation, branding, channel selection and campaign fulfillment timeframe.  Each list also includes details on the degree of influence we usually have over campaign strategy, budgeting, and frequency.  And, naturally, they also make reference to the lead volume, operating costs and margin we normally experience within each category.
Logo Customer Comparison Chart


Syndicators Customer Comparison Chart



Let us know what YOU think:


  • How diverse is your client base across these different business models?
  • Which type of client is your favorite?  Your least favorite?
  • In your opinion, what elements are essential for a content-based demand creation?

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