A new model requires a new approach, one that is agile enough to meet the needs of any client, in any country with any B2B marketing need.

A different global agency model

We stopped designating BBN as a ‘network’ in 2015 and called ourselves the world’s B2B agency instead. Since then there has been a slow but steady progressive change in BBN, a change that has delivered measurable results and given us the proof of principle that our planning and strategy is working. Of course, these few well-crafted words are only part of the story, but without doubt, they have been a significant catalyst to positive change.

The world’s B2B agency is far more than a means of promoting BBN, it is the guiding mantra to our journey. It is our vision for what BBN can become.

Our approach is based on a simple but very effective matrix model. We identify bespoke integrated delivery teams based on a client's specific business need. Each team has insights into their geographical market, in-depth experience in their particular industry and target audience, and the necessary strategic, technical and creative competencies. All this is combined with an agile account management process, which we call our Rules of Engagement, and that ensures everything runs as smoothly as possible.

By aligning ourselves and understanding the client's business challenges, we can then provide insightful, effective campaigns that are carefully tailored to their operating regions. Because our partners provide an extensive global talent pool and literally hundreds of discipline experts to draw from, we genuinely can claim to deliver an end-to-end solution, but through a one-agency experience, clients never feel like they are dealing with several different partners.

Matrix model graphic

We couldn’t deliver that one-agency experience without rigorous processes and methodologies, so we’ve spent the last 20 years evolving and perfecting BBN Navigator, our integrated B2B marketing toolset, adopted whole or in part by all partners. It allows us to offer marketers a genuinely joined-up approach. And it helps us, internally, to deliver a tried, tested and definitive approach to local and international B2B marketing. It’s a methodology that is cultivated from years of experience and the collective intelligence of some of the top B2B minds in the world.

BBN Navigator clearly expresses WHAT we do and HOW we do it. For the WHAT, the four core offerings are Brand, Creative, Martech and Communications. All are at the heart and soul of what we do and what clients need. For the HOW, the five key aspects apply to all of the core offerings: discovery, strategy, idea, activation and optimisation. So, each core offering is delivered with the same differentiated rigour and passion. And the continuity of approach ensures integration and synergy. It’s clear, simple and proven to be effective. Just what you’d expect from the world’s B2B agency.

BBN Navigator

What we do and how we do it

"As well as the knowledge sharing that occurs between BBN agencies, a key benefit for True has been the ability to scale our resources whenever we need to. BBN Navigator has not only given us the finest B2B marketing methodologies to take to clients, but it also serves as a platform for cross-border collaboration that has transformed our agency’s resources and expertise. If we need access to a specialist skill that we do not have in-house, we know we can find it within BBN"
Richard Parsons, Co-Founder,
True, UK

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