What is a Full Service Marketing Agency?

A full service marketing agency is one that can handle all of your marketing, advertising, and promotional needs across digital platforms.  With a staff of experts in various disciplines, a full service marketing agency can offer you comprehensive strategies and efficient solutions as an integrated part of your team.

Why Hire A Full-Service Marketing Agency For Your B2B Businesses

If you do not have an in-house team to handle your digital marketing, you probably aren’t taking advantage of the dynamic marketplace and missing opportunities.  If you’re trying to do your digital marketing yourself, you’re probably not spending your money as efficiently as possible.

If you have an in-house team, full service digital marketing agencies still play an important role.    They can augment your team and create marketing at scale.  This allows subject matter experts to optimize your campaigns and your spending.  It also lets your team focus on other areas.

Using a full service marketing agency helps with consistency especially with cross-functional campaigns.  From off-site to website and all the way through to conversions, everything works together.

The best campaigns will use multiple platforms and reach out to target customers wherever they go online.  Agencies have a deep understanding of consumer behavior and how to integrate your brand’s mission and values across these platforms.

The best agencies will work with you as an extension of your team.  They will combine industry knowledge and strategic planning with tactical execution of 360-degree marketing campaigns to meet your goals.


Turnkey B2B Digital Marketing Services

Inbound marketing generates 54% more sales leads and does it at a much lower cost than outbound marketing.  Inbound marketing reduces your acquisition costs for leads and conversions.

Full service digital marketing agencies offer a variety of services to support your inbound marketing strategy.

  • Content Marketing
  • Search Engine Optimization (SEO)
  • Email Marketing
  • Lead Generation
  • Marketing Automation
  • Paid Advertising
  • Websites & Landing Pages


Content Marketing

Content marketing demonstrates authority.  It can help establish you as industry leaders which translates to trust and credibility.  A well-planned and executed content marketing strategy gets you noticed even before B2B buyers are ready to connect with you.



On-site and off-site SEO employs strategies to make sure your company and your products or services generate predictable traffic and leads from search engine results.  Improving your website ranking allows your customers to find you organically.  It increases awareness, improves your overall reputation, and establishes you as an industry leader.

As many as 80% of search engine users are focused on organic results.  If you’re not ranking high, you’re missing most prospects.


Email Marketing

Email remains one of the most effective and efficient B2B lead generation strategies.  Scaling your email marketing for maximum performance takes a combination of creativity and data analysis.  It can also be risky to your reputation if you don’t do it correctly.


Lead Generation

85% of B2B marketers report that lead generation is their most important goal.

A lead generation campaign that is perfectly aligned with your inbound marketing can optimize the sale process.  This helps surface qualified sales leads.


Marketing Automation

Your full-service digital marketing agency will also deploy B2B marketing automation to streamline your B2B lead generation strategies at scale.  Automation makes sure you provide the right information to your B2B prospects at the right time throughout the buyer journey.

More than half of B2B customers will do extensive research online before ever connecting with a salesperson.  It’s crucial that you reach these prospects while they are still in the awareness, research, and consideration phases of their buying journey.  If you don’t, your competitors will.

It’s not that easy, however.  You must stay in front and center with customers at every phase of the journey.  83% of customers access digital channels for information even in the late purchasing stages.  Staying in touch in the early, middle, and late stages is essential.  That’s what full service digital marketing agencies do.


Paid Advertising

Your full service digital marketing agency will also handle your paid advertising, such as Pay Per Click (PPC), campaigns to generate traffic and leads from search engines or targeted websites.  These ads work best when coupled with strong websites and targeted landing pages.


Websites & Landing Pages

Your website is often the first way prospects research you.  If you can’t confidently say it’s the best marketing and sales asset you have, then it needs some work.  Your agency will design, test, and optimize your websites and landing pages to optimize your site. This encompasses user experience, the available offers presented on the website, as well as the overall aesthetic and accessibility of the site.

Website speed is also an important factor, especially for mobile-dependent markets. The solution should include making sure the website is search engine friendly and is optimized for conversion.


The Benefits Of Full Service Marketing Agencies

A full-service digital marketing agency can save you money while optimizing your marketing. Here are several ways agencies can benefit an organization that is looking to limit their production overhead costs for marketing while scaling their performance.


Saves Money

Working with a professional marketing agency is more cost-effective than doing everything in-house.  It saves money on systems, staffing, and avoids wasteful spending.

Agencies can amortize the cost of software, staff, facilities, and systems across multiple clients and provide service less expensively than in-house.  They maximize the capacity of their systems to optimize performance.



When you’re using an in-house team, it can be difficult to rapidly scale up when business needs change.  Hiring, training, and retaining employees takes time and money.  It can also be difficult to scale down if needed.  Finding the right blend of staffing and capacity can be difficult.

A Full service marketing agency has the capacity on hand to scale up or down at a moment’s notice.  Also, you’re only paying for the service you’re using.


Performance Driven

Agencies are driven by performance.  They will provide analytics, data, software, and industry expertise to make sure your marketing dollars are being spent efficiently and working.  This leads to greater optimization and transparency in reporting.

Employees get vested in ideas and strategies they develop.  If they aren’t working, they may be slow to recognize problems or hold onto ideas.  Agencies will use data to analyze results and make decisions quickly to move to the right strategy that’s working.


Experts & Specialists

They have experts in digital platforms and products in various industries.  Hiring your own experts and providing them constant training can be expensive.  When they leave, there are knowledge gaps that are difficult to replace.

Inbound marketing today can be complex across multiple channels and platforms.  It takes a team of experienced professionals to create cross-functional campaigns.  It also takes constant monitoring and optimization.  In-house teams may not have the time or experience to manage all your marketing needs.


Ideas & Strategy

Full service digital marketing agencies work across industries, platforms, and disciplines.  This exposes them to a myriad of perspectives.  They see what works and what doesn’t.  Also, they are constantly testing ideas. They have the capacity to work with you and understand the bigger picture across all your marketing channels. This allows them to adopt an account-based marketing approach to precisely target your ideal prospects.

They study target customers for a living and build their business on reaching the right customer with the right message at the right time.  It takes the guesswork out of the process.


Picture of Michael Bergen

Michael Bergen

Co-Founder & VP of Demand Generation at Riverbed Marketing I'm a passionate tech enthusiast that loves the outdoors. I'm a data-driven demand generation marketer with over 10 years experience with inbound & demand marketing strategy.