Doers, thinkers, and storytellers: The three types of B2B communication agencies

In the fast-paced B2B landscape, effective communication is essential for building brand awareness, establishing thought leadership, and driving business growth. For many, the easiest way to achieve success in this area is to partner with a communications expert. Yet picking the right partner is a task easier said than done.

The challenge is that not all communications agencies are alike. Each bring their own unique approach to the table, capitalising on different areas of expertise and catering to different needs and goals.

Fortunately though, the different types of agency can be broadly categorised into three distinct types – doers, thinkers, and storytellers – and understanding the strengths and weaknesses of each can help you decipher which communications partner is right for your brand.

1. The Doers: Tactical executioners

The first category is the ‘doers’. These are the workhorses of the B2B communications world, focussed on executing the tasks their clients assign them. They excel at taking direction and executing PR plans with precision. They’re reliable, efficient, and they get the job done.

Strengths: Dependable, results-oriented, and effective at handling day-to-day communications tasks.

Weaknesses: Can lack strategic vision and creative flair. They might also be less adaptable to evolving market trends or shifting objectives.

Ideal for: Companies with a clear communication strategy in place that are seeking a team to implement them effectively.

2. The Thinkers: Strategic consultants

The second group comprises of agencies that can be described as ‘thinkers’. They are strategists and consultants, bringing deep industry knowledge and expertise to the relationship. These agencies go beyond simply executing tasks; they develop comprehensive strategies that align with their clients’ goals.

Strengths: Bring valuable insights, expertise, and knowledge to the table. They are skilled at developing integrated communications campaigns with a long-term vision for success.

Weaknesses: May be less hands-on than tactical agencies and can be old-fashioned in their approach; opting for tried and tested methods rather than innovative campaigns that break through the noise.

Ideal for: Companies seeking guidance on developing and executing a traditional PR strategy.

3. The Storytellers: Catalysts for change

The third and potentially rarest breed of agency consists of the ‘storytellers’. They are creative innovators who change the way their clients think by challenging assumptions, unearthing hidden stories, and creating compelling narratives that resonate deeply with the target audience. They go beyond PR, fostering environments where innovation thrives and clients are empowered to become their own storytellers; infusing a new dimension of storytelling, knowledge sharing, and learning into their organisation.

Strengths: Creative, innovative, and disruptive. They excel at creating unique, memorable brand stories that connect with audiences on a deeper level, sparking meaningful engagement and driving growth.

Weaknesses: May be less focussed on immediate results and more on long-term brand building. Their innovative approach also requires a higher degree of trust and collaboration, which may not be suitable for every client.

Ideal for: Companies looking to differentiate themselves, disrupt markets, and build authentic relationships with their customers.

Which B2B communications agency is right for you?

The ideal agency for your business depends on your specific needs and goals.

If you have a clear strategy in place and are seeking a reliable team to execute it, a ‘doer’ agency might be the best fit.

If you’re looking for guidance on developing a more traditional communications strategy, a ‘thinker’ agency will likely be safe pair of hands.

If you’re ready to revolutionise your communications through transformative storytelling and cultural change, a ‘storyteller’ agency could be your ideal partner.

At Berkeley Communications, we pride ourselves on being storytellers. We work alongside you to unearth your unique narrative, challenge assumptions, and build a communications strategy that transcends the ordinary.

We’re not just here to execute your vision; we’re here to help you shape it, elevate it, and make it an enduring part of your company’s legacy.

Ready to rewrite your story?

Contact us today to learn how we can help you craft a B2B narrative that inspires, engages, and ultimately drives your success.