Marketing to Marketers - Why Agencies Struggle

If you run an agency, you know the irony. You’re fantastic at marketing for clients. Yet, when it comes to promoting your own brand, you struggle.

Why is that? Selling to marketers is a whole different ballgame.

1. Marketers Are the Most Sceptical Buyers

Marketers can spot fluff instantly. They have master-level training in distinguishing hype from substance—it's their craft.

Here's a revealing stat: In a recent SparkToro survey, only 13% of agencies described their sales pipeline as healthy. Meanwhile, nearly 70% cited client acquisition as their top challenge.

Agencies are struggling to get in front of and connect with their audience.

2. What Actually Cuts Through

Sceptical buyers demand proof. Here are some tactics that stand out:

• Case studies with real ROI - for instance, “we increased qualified pipeline by 38%.”

• Contrarian thought leadership - take a definite stance instead of playing it safe.

• A clear point of view - define who you serve, what problems you solve, and why you’re different.

3. Trust Beats Clever Ads Every Time

For marketers, trust is earned, not bought. They look for:

• Evidence of consistent delivery - show them you can deliver time and again.

• Brands and people they can relate to - authenticity matters.

• Clarity and authority - avoid buzzwords; be straightforward.

  
  

Why This Matters Right Now

Agencies today face extreme pressure.

• Many feel their sales pipeline is fragile, and acquisition is stagnant.

• The biggest structural threat? AI and in-house teams are eating into traditional agency margins.

• Even large networks across the industry are facing significant financial headwinds.

In other words, agency positioning isn't just a nice-to-have. It could be the difference between thriving or vanishing.

The Solution & Quick Fix Framework

Here’s how you can build a marketing strategy that resonates with marketers.

Quick-win Agency Marketing Framework

Understanding Your Audience

To effectively market to marketers, you need to understand their pain points. What keeps them up at night? What challenges do they face daily? By addressing these issues, you can create content that truly resonates.

Building Authentic Relationships

Building relationships is key. Engage with your audience on social media. Share insights, ask questions, and be genuinely interested in their thoughts. This creates a sense of community and trust.

Leveraging Data for Decision Making

Data is your best friend. Use analytics to understand what works and what doesn’t. This will help you refine your strategies and focus on what truly drives results.

Embracing Innovation

Stay ahead of the curve by embracing new technologies and trends. Whether it’s AI, automation, or new marketing channels, being an early adopter can set you apart from the competition.

Continuous Learning and Adaptation

The marketing landscape is always changing. Commit to continuous learning. Attend workshops, read industry blogs, and network with other professionals. Adapt your strategies based on new insights.

Final Thought

Marketing to marketers isn’t about being louder. It’s about being unmistakable.

If your agency is stuck on referrals, noise-led content, or commoditised messaging, you’re not alone. But you can do better.