How do you evaluate and select a B2B marketing agency

To evaluate and select a B2B marketing agency, score finalists against a weighted rubric tied to pipeline outcomes, not awards or pitch polish, with categories like revenue impact (30%), ICP and category fit (20%), strategy and execution range (20%), sales-marketing alignment (15%), and cultural fit (15%). Validate scores against board-visible metrics such as pipeline coverage ratio, win rate, or sales cycle length, and require evidence of improved pipeline predictability for B2B tech buyers navigating complex buying committees and demand states. If procurement allows, pressure-test the top one or two with a paid pilot; if not, run a working session with sales and require references tied to metrics. If you're under pipeline pressure, start with our B2B agency selection hub for the full scorecard, RFP questions, and go-to-market diligence criteria.