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Marketing B2B Marketing Brand Strategy

To elevate the B2B customer experience, partner with a content agency

By Tony Riley | President and chief executive officer

The Mx Group


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December 9, 2022 | 6 min read

Following the agency's acquisition of content marketing agency Imagination, Tony Riley of The Mx Group offers a take on how to accelerate conversions by partnering with content specialists.

Book levitating

The power of elevated B2B content lies in usefulness and relevancy / Jaredd Craig via Unsplash

With the uncertainty of the economy in 2023, marketers will focus on the activities that impact revenue now and in the future, including increasing the relevance of their brand and the quality of their customer experience. Agencies will evolve to support their clients and, in doing so, improve content offerings and the digitally-enabled experiences that brands need to meet buyer expectations. 

Time and time again, we hear that modern B2B buyers have quickly adapted to online buying habits that emerged during the pandemic. You don't have to search far to find an article that references the increased number of touchpoints in a B2B sale. Buyers are self-directing their experiences throughout the customer journey and are confident they can engage with sales teams when they are ready. So, how are agencies going the extra mile for clients? 

For The Mx Group, this reality created a need for higher-quality content that can be used to generate thought leadership, increase search relevancy, create customer journeys that meet buyers’ needs, and improve the relevance of a brand's digital footprint.

To answer the call, The Mx Group partnered with Imagination, a best-in-class content marketing agency. After six months of successful collaboration, The Mx Group acquired Imagination in October 2022. The transaction, fully funded by The Mx Group, positions the agency to better satisfy B2B buyers’ demand for objective, informed content in their self-service solution evaluation. 

Doubling down on content that matters 

At The Mx Group, we have developed brand strategy, storytelling, demand and digital capabilities, but lacked the depth and breadth of content capabilities needed to meet the modern buyer’s evolution for content into 2023.

As we see it, this type of content is more than high-volume, high-quality content; it is objective, informed journalistic content that provides value to the target audience and, in doing so, elevates the brand along the customer journey to consistently drive demand. 

The Imagination team specializes in storytelling content and content marketing that connect brands to their audiences to deepen relationships and encourage more informed decisions.

Objective, informed journalistic content for tomorrow

According to the Content Marketing Institute, 92% of organizations value creativity and craft in content creation and production. In order to elevate their brands, B2B organizations will rely on content that has a distinct point of view and demonstrates an understanding of buyers’ needs.

Additionally, 63% of B2B buying groups said that having easy access to relevant content that speaks directly to their company is one of the three most important criteria they look for when visiting a website to make a purchasing decision. We will see more and more that the powerful brands of tomorrow will establish their leadership position through content across the whole customer experience. 

To help brands better benchmark their content success, Imagination developed a 'Thought Leadership Index'™ in consultation with Medill School of Journalism’s IMC Spiegel Digital and Database Research Center at Northwestern University. It supports clients’ ability to measure their content across five pillars: visibility, authority, trust, expertise and foresight, ultimately measuring brands’ thought leadership position compared with competitors.

The Imagination team now forms anew content marketing practice at The Mx Group, led by James Meyers, Imagination’s founder (and author of the book Becoming Essential).

With Imagination on board, The Mx Group will increase scale to match the need coming from marketers that see the US as a growth market, and expand our capabilities to now include strategic, brand, demand, digital and content marketing offerings. 

Marketing B2B Marketing Brand Strategy

Content by The Drum Network member:

The Mx Group

The Mx Group is the second largest independent, integrated B2B marketing agency in the U.S. Our mission is to impact the marketplace for companies that impact the world. For over 30 years, we’ve created meaningful end-to-end buying experiences for B2B brands. Our clients are leaders and innovators in energy, utilities, manufacturing, hospitality, automotive, health care, technology and SaaS who rely on our expertise to influence and grow their businesses. Our relationships with our clients and people are why B2B Marketing recognized us as Agency of the Year. Our headquarters are in Chicago, but our reach is global. Whether a client is an established or startup B2B brand, we have the people and perspective to be a strong partner that makes a difference.

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