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Breaking Down The Verdict: 9 Paid Media Benchmarks B2B Marketing Leaders Need To Know
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REQUEST FOR PROPOSAL

Choose a B2B Marketing Agency Worth the Investment

Get stronger proposals and a clearer basis for selecting your next B2B agency with an RFP process grounded in your business priorities, service expectations, and the performance criteria that matter most.
Download the B2B Marketing RFP Template
Ready to start your RFP process? [email protected]/uk

Define What Your Next Agency Needs to Deliver

OUR B2B RFP APPROACH

A strong RFP reveals how a prospective partner will approach your most critical business decisions. Directive anchors the evaluation in your acquisition economics, market opportunity, and current performance.

We use that context to identify where to focus investment, which specialists the work requires, and how to measure progress against your commercial goals. You can review the rationale behind our approach alongside the scope, team, and fees.

Build a Clear Path From Initial Brief to Agency Selection

THE RFP PROCESS
A structured RFP process moves from defining requirements to evaluating proposals and selecting a partner over 4-6 weeks, with additional time for legal review, procurement, and onboarding.
Define Scope and Budget

Separate agency fees from media spend, specify required services, and agree on how proposals will be scored.

Identify Qualified Agencies

Invite three to five agencies with relevant B2B experience, comparable client results, and capabilities within your budget.

Evaluate Strategy and Team

Question the assumptions behind each recommendation and meet the specialists responsible for delivering the work.

Finalize Commercial Terms

Confirm what fees include, how scope changes are priced, and who owns accounts, data, and creative assets.

Prepare for Launch

Assign owners for account access and partner handover, then agree on onboarding priorities and initial performance reviews.

Assess the Strategy, Expertise, and Investment Against Your Business Priorities

WHAT TO EXPECT
A strategy grounded in your business

Discuss your target accounts, market opportunity, and current performance. Evaluate how Directive would prioritize the work, allocate investment, and connect recommendations to your business goals.

A clear view of the team

Review the proposed team structure, specialist expertise, and senior oversight. Establish who leads strategy, who executes the work, and how your team will collaborate with ours.

An investment you can evaluate

Examine the proposed scope, agency fees, resource requirements, and measurement approach. Align on the outcomes that matter, from sales acceptance and cost per opportunity to acquisition cost and revenue contribution.

BEFORE THE RFP

Give Your Agency Evaluation a 90-Day Head Start

Engage Directive before issuing your RFP to examine acquisition economics, assess current performance, and align on strategic priorities. That early work gives us the business context to develop a proposal grounded in your objectives when the formal evaluation begins.

Use Directive’s RFP template to translate those priorities into clear requirements and consistent evaluation criteria for every participating agency.

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RFP for B2B Marketing Agency FAQs

FAQ
Include your business objectives, target customers, required services, current performance, budget ranges, and selection timeline. Outline your internal resources, technology stack, and the responsibilities the agency will own. Specify evaluation criteria and required proposal materials so agencies can respond consistently.
Yes. Separate agency fees from media spend, production, and technology costs. A budget range helps agencies recommend realistic scope and staffing. If investment could increase based on results, explain the performance expectations that would support that decision.
Compare strategic recommendations, relevant experience, proposed staffing, measurement, and total cost against criteria agreed upon internally. Ask agencies to explain their assumptions and tradeoffs. Confirm that fees cover comparable responsibilities, and meet the proposed account team before making a final decision.
Start with performance summaries, channel budgets, funnel conversion rates, and a technology overview. For finalists, read-only access to relevant advertising and analytics platforms can support more specific recommendations. Agree on confidentiality and access requirements before sharing sensitive information.
Allow time for written responses, finalist presentations, team introductions, reference checks, and internal approvals. Confirm legal and procurement requirements early, then work backward from your intended launch date. Agency selection, contracting, and onboarding each need time in the schedule.

Put Directive on Your Shortlist

Bring your RFP to Directive for a focused conversation about the strategy, expertise, and investment your growth goals require.

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