Edelman UK has been recognised as the number one agency in B2B Marketing’s benchmark report for 2022, the second consecutive year. The ranking reflects the breadth and depth of services Edelman provides for B2B clients across the technology, financial and professional services, energy, infrastructure, transport and logistics and healthcare sectors. 

The analysis is based on income, growth, and headcount across a range of agencies providing creative, integrated, digital, account-based marketing, demand generation, content marketing and public relations advice to business brands. 

Andrew Mildren, Head of Business Marketing at Edelman, said:

“The business buying process has always been about trust. Trust in the company and team you’re buying from, confidence in an organisation’s services and that they’ll deliver on their promises. Yet business marketing has become transactional, with a focus on efficiency over impact. Our approach is based on the need to earn trust with business decision makers and sustain conversations through long sales cycles to drive demand.”

“The latest B2B Marketing benchmarking study proves that our clients recognise the value in this approach, and we thank them for their partnership which has enabled us to grow and continue to deliver more creative, engaging business communications.”  

For example, our ‘Text for Humanity’ campaign for cloud communications platform, Sinch, challenged the negative impact social media and smartphone use can have on mental health by introducing the worlds first texting switchboard, where anyone can send a positive text to a stranger and receive one in return. Both accessible and shareable, the programme led to more than 50,000 shares, a reach of over 470 million and a 300% increase in enquiries to Sinch – enabling the company to invest more in nurturing and converting prospects. By focusing on customer experiences, consistent storytelling and quality content, Shell has been able to slash its cost-per-lead by 65%, boost ROI by 134% and triple conversion rates – proof that strategic content can have a direct and discernible impact on the bottom line. 

Other successful B2B work includes integrated marketing and communications programmes for DP World and thought leadership and lead generation initiatives for Microsoft and Symantec.