How to choose the right B2B ad agency

There are approximately 14 billion B2B ad agencies out there. Okay, not really, but it feels like that when you're the one tasked with finding one.

And I get it. Choosing an agency isn't just a matter of checking a box. It's a high-stakes decision. The agency you pick will either make your brand look like a category king or like a PowerPoint deck wearing a hat.

So, how do you pick the right one?

Let's start with what not to do.

Don't Just Go with the Big Names

Yes, the big agencies have prestige, pedigree, and snazzy offices with exposed brick walls and kombucha on tap. But bigger doesn't always mean better – especially in B2B.

Big agencies are optimized for big budgets and big brands. If you're a $50M company trying to break out of obscurity, you might be a rounding error in their revenue forecast. You'll get assigned to the C team while the A team courts the Fortune 50.

Instead, look for an agency that punches above its weight. One that sees your account not as a footnote, but as their chance to do career-defining work. Hunger beats headcount every time.

Look at Their Work—And How They Talk About It

Every agency has a portfolio. But pay attention to how they present that work.

Do they just show pretty pictures? Or do they explain the thinking behind the campaign? The strategy? The insight? The risk they took?

A good agency will walk you through not just what they created, but why it was effective.

Chemistry > Credentials

This one's underrated.

You're not hiring an agency to build a patio. You're entering a long-term relationship that requires trust, collaboration, and – dare I say – vibes.

You should like the people you're working with. You should feel like they "get" you, that they listen. That they challenge you in a way that doesn't make you want to scream into your laptop.

Beware the B2B Blah

There are a lot of agencies that claim to specialize in B2B—and then churn out work that looks like it was approved by a committee of accountants and safety officers.

B2B does not mean boring-to-boring.

The right agency will encourage you to take bold, strategic risks. Not just because it's fun (though it is fun), but because being safe is the most dangerous thing you can do in a crowded market.

The agency you want is the one that understands that making people feel something is just as important as making them understand something.

Ask This One Question

Here's the litmus test:

"If we remove your logo, would your work still be interesting?"

If the answer is no, if the agency's videos or campaigns could be from any brand, run.

The right agency builds work so specific, so insightful, and so you that it couldn't possibly belong to anyone else.

Choosing a B2B ad agency is a big decision. But it doesn't have to feel like rocket science. Look for strategy. Look for boldness. Look for humans you enjoy working with.

And if you want a shameless plug: Umault is one of those agencies that believes B2B should be bold. We make weird, wonderful, and wildly effective videos for brands that are done playing it safe.

Let's talk.