In recent research from Marketing Week’s 2025 State of B2B Marketing survey, almost a fifth of marketers working for large B2B companies said that they have reduced their agency spend due to the use of AI.
As a marketing agency working with many B2B clients, we weren’t too surprised by this stat. AI has become a large part of many people’s lives, including our clients, and it adds value in many ways. However, it’s reassuring to hear that although our clients find AI effective in a number of areas – data analysis, personalisation and automation being three common areas – we still add so much value to their team and marketing activities. So, before you go severing ties with your agency, hear us out! Here’s where your marketing agency can really add value:
Originality, creativity and innovation – AI can generate ideas based on its programming, but lacks the capability to come up with original, emotionally compelling ideas. Your marketing agency will work with you collaboratively, listening to what you need and developing concepts unique to your business.
Industry knowledge and thought leadership – Developing a longstanding relationship with the right marketing agency pays off, with agencies able to provide insights, market knowledge and thought leadership. Your agency will develop a deep and nuanced understanding of your brand and values, enabling them to create tailored strategies for your brand.
Collaboration – Output is only ever as good as the brief – whether you’re using a marketing agency or AI! A good marketing agency will use their knowledge to challenge your brief or strategy when necessary, working collaboratively with you to achieve results.
Holistic marketing strategies – An integrated marketing agency can manage multi-channel campaigns, ensuring consistency across tone of voice, design and strategy.
Ethical judgements – Sometimes things go wrong, and that’s when the right advice is worth its weight in gold. Long-term agency relationships are built on trust, and you can rely on your team to ensure your messaging aligns with ethical standards and your brand values, responding appropriately in situations that require understanding and empathy.
Our take?
While AI can complement your existing marketing activity, it’s not a replacement for the right marketing team and agency. If you’re looking for a full-service marketing agency to add a human touch to your B2B marketing activities, drop us an email on hello@awesomesaucemarketing.co.uk to find out how we can help.