B2B Agency Trends: Evolve Now and Fix Client Pain Points

In this episode of B2B No Bull, hosts Liz and Mark Brohan sit down with Mark Schneider, Founder and CEO of RSW/US, to unpack the evolution of B2B marketing agencies—and the growing pains that come with it. Schneider, a veteran in agency business development and client matchmaking, gets candid about why many agencies still struggle with differentiation and positioning.

They discuss the ongoing identity crisis of “full-service” agencies, the importance of owning a niche, and why marketers are tired of hearing agencies talk only about themselves. The conversation dives into how agencies can lead clients through digital transformation and AI adoption, build thought leadership that adds real value, and focus on strategic partnerships instead of trying to be everything to everyone.

From staying ahead of the tech curve to proving ROI, Schneider emphasizes that agencies must evolve—or risk being left behind. As Liz puts it, “If your homepage could be copy-pasted onto 50 other agency sites—you don’t have a position.”

Resources Mentioned

1. RSW/US Agency New Business Blog
2. The Motion Agency
3. EMBAS Consulting

🔥 Highlight Quotes

1. “If your homepage could fit 50 other agencies—you don’t have a position.” – Liz Brohan
2. “Agencies that talk less about themselves and more about client challenges win the day.” – Mark Schneider
3. “AI won’t replace agencies—but agencies that ignore AI will replace themselves.” – Mark Schneider