Services & Specializations to Expect

Core B2B capabilities

A good Paris agency is not just a content factory. Expect playbooks for buyer research, ICP definition, and a messaging matrix that maps persona to buying stage and objection. Ask for:

• A sample buyer interview guide and persona profiles.
• A messaging matrix (1 page) that ties pain, consequence, outcome and supporting proof per persona.
• A documented funnel model showing handoffs to sales and SDR scripts.

If they hand you a one-size-fits-all "growth" plan, move on. Real vendors prove they can translate research into actions sales will use.

Demand generation tactics to expect

Demand is multi-channel and sequential. Practical tactics you should see in any proposal:

• Outbound + inbound orchestration: targeted sequences, content touchpoints, paid retargeting.
• Webinars with sales-ready followups and rep playbooks.
• Nurture cadences mapped to scoring thresholds.
• Event activation with pre/post account engagement.

Expect a three-month cadence plan with specific touches per week, not vague promises. Example: Week 1 webinar invite, Week 2 targeted case study, Week 3 1:1 outreach from SDRs, Week 4 retargeting ad.

Content, SEO, and thought leadership deliverables

Deliverables matter. Ask for concrete items and quality gates:

• Pillar pages and technical white papers tied to search intent and buyer questions.
• Case studies with numbers: ARR impact, deal size uplift, conversion delta.
• Executive bylines and localized thought pieces for French audiences.
• Editorial calendar, briefs, and a QA checklist (SEO, legal, brand tone).

Insist on content briefs that include target queries, linked evidence, and a publishing checklist. Poor briefs mean poor outcomes.

Paid media, ABM, and channel orchestration

Good paid programs start with account tiering and clear test budgets. Look for:

• ABM segmentation by revenue potential and engagement score.
• Channel mix with test budget line items (LinkedIn, programmatic, search).
• Retargeting windows and frequency caps tied to campaign stage.
• Sales + marketing orchestration plan that schedules touches to avoid message cannibalization.

A common pitfall: agencies expect unlimited creative iterations. Insist on defined creative cycles and success thresholds for scaling spend.

Martech, analytics, and integrations

CRM, attribution, and measurement setup

This is where most engagements break. Demand a data mapping and ownership plan:

• MQL definition mapped to CRM stages with acceptance SLAs.
• Multi-touch attribution approach and a calendar for attribution backfill.
• Tag governance, UTM standards, and a plan for deduplication.
• Dashboard spec and raw data export frequency.

Ask for an initial week-by-week plan to get attribution feeding into pipeline reports. If they say "we'll sort measurement later", that's a red flag.

Industry and technical expertise

Vertical specialization vs cross‑industry experience

Niche shops give faster credibility on technical sales cycles. Generalists bring creative patterns from other sectors. Pick based on risk:

• Enterprise, regulated, or highly technical products: prefer vertical depth and examples of integrations or compliance work.
• If you sell to many verticals: prioritize process, campaign architecture, and adaptive messaging frameworks.

Ask for one example of a technical problem they solved that your internal team cared about.

Resource model and staffing

In‑house teams, contractors, and partner networks

Staffing affects velocity and continuity. Get an org chart with names and allocation percentages. Key points:

• Named lead and backup with replacement SLAs.
• Clear split of in-house core roles and contractors for scale.
• Partner network clarity: who owns delivery and who manages vendors.

Do not accept "we'll staff it as we go." That is a liability. You need accountability from day one.

Evaluation & Scoring Framework

10‑point vendor rubric (must‑have criteria)

Score proposals against ten non-negotiable areas. For each, request evidence and score 0 to 10.

Strategy & insight

Look for research depth and a clear line from insight to campaign. Score based on specific recommendations, not slides.

Measurable results and case evidence

Demand case studies with baseline, approach, and outcome. Vague percentages are useless without numbers.

Process and project management

Is there a published cadence, RACI, and risk plan? Projects fail for process reasons more often than creative ones.

Team seniority and continuity

Check resumes. Senior folks should be doing the strategy, not just signing off on work.

Technology stack fit

They should map to your existing tools and propose integrations, not sell you a new stack on day one.

Creativity and messaging

Assess whether their creative choices speak to buyer pain and decision criteria, not brand vanity.

Transparency and reporting

You want raw exports, not just weekly slide decks. Audit trails for leads are essential.

Pricing fairness

Is pricing tied to scope and outcomes? Beware of complicated models that hide fees.

Scalability and support

Can they scale up during peak periods and still maintain quality?

Cultural and strategic fit

Do their ways of working match your tempo? Cultural mismatch is a silent killer.

Sample weightings and pass thresholds

Use a 100‑point system. Example weights:

• Strategy 15
• Results 15
• Process 10
• Team 10
• Tech fit 10
• Creativity 10
• Reporting 10
• Pricing 8
• Scalability 7
• Fit 5

Pass threshold: 70 to proceed to reference calls. Shortlist: 80+. Anything below 65 is an automatic no.

How to convert scores into shortlist decisions

Normalize scores, subtract risk adjustments (e.g., dependency on a single person), and apply budget elasticity. If two vendors tie, pick the one with better measurement and named resources.

Performance Benchmarks & KPIs

Lead and funnel quality metrics

MQL → SQL → Opportunity conversion targets

Targets vary by product complexity. Reasonable mid-market SaaS benchmarks:

• MQL to SQL: 20 to 40 percent.
• SQL to Opportunity: 15 to 30 percent.
• Opportunity to Close: 15 to 25 percent.

If an agency promises 70 percent MQL to SQL, ask for the definition of MQL and the cohort timeframe.

Channel‑specific benchmarks

Organic traffic growth, average CPLs, CAC payback

Benchmarks depend on market and target. Rough Paris-oriented numbers:

• Organic growth: 10 to 25 percent year on year for healthy programs.
• CPLs: content-driven leads €50 to €300; paid social/LinkedIn €150 to €800; paid search variable €100 to €500.
• CAC payback: 6 to 18 months for B2B SaaS; shorter for transactional products.

Quantify expected CPL ranges per channel and require escalation triggers if averages exceed targets.

Reporting cadence and dashboards

Minimum dashboard fields and weekly vs monthly cadence

Minimum fields:

• MQLs, SQLs, Opportunities, Pipeline Value
• Lead source, channel CPL, conversion rates per stage
• Pipeline velocity and new vs influenced revenue

Weekly: activity, funnel anomalies, campaign performance snapshots. Monthly: deeper attribution, creative learnings, contract-level ROI. Get direct access to the underlying data, not just a PDF.

Pricing, Contracts, Engagement Models

Typical pricing ranges and drivers

Typical retainer ranges in Paris market:

• Small engagements: €5k to €12k per month.
• Mid-market: €12k to €30k per month.
• Enterprise: €30k+ monthly or custom pricing.

Drivers: seniority, breadth of services, media spend, required integrations, and localization effort.

Retainers, project fees, and performance incentives

Common mix: retainer for core work, project fees for launches, and incentives for pipeline or revenue milestones. If you use incentives, tie them to validated opportunities, not raw leads.

Contract terms to insist on

SLAs, deliverables, IP, exit and transition clauses

Insist on:

• Response SLAs and named replacement timelines.
• Deliverable list with acceptance criteria.
• Clear IP assignment for creative and data.
• Exit plan with data exports, asset handover, and training.
• Termination notice of 30 to 90 days and phased billing where appropriate.

Pilot project and trial scopes

Short pilot templates and success criteria

Pilot template — 60 to 90 days:

• Scope: one persona, one channel, clear campaign assets.
• Baseline: current conversion rates and volume.
• Deliverables: messaging, 2 content pieces, 1 paid test, tracking implementation.
• Success: defined uplift in MQLs and at least one SQL traceable to the pilot.

If the agency resists short pilots, they probably want long lock-in.

RFP Template & Hiring Timeline

RFP must‑have sections

Objectives, scope, KPIs, budget, references, evaluation criteria

Keep it tight. Require:

• Top 3 business objectives and KPIs.
• Scope boundaries and excluded items.
• Budget ranges, not open-ended asks.
• Two to three references with similar challenges.
• Explicit evaluation criteria and timeline.

Interview questions and scoring

Practical task prompts and red‑flag answers

Ask them to produce a short audit and 2-week activation plan. Red flags:

• No named team members.
• Vague answers about measurement.
• Overpromising without phased testing.

Score on clarity, evidence, and readiness to act.

60–90 day onboarding roadmap

Kickoff milestones, first 30/60/90 deliverables

Typical roadmap:

• Day 0 to 7: kickoff, tech audit, access provisioning.
• 30 days: buyer interviews, detailed messaging, initial tracking implemented.
• 60 days: first campaigns live, dashboard feeding CRM, SDR alignment.
• 90 days: optimized campaigns, pipeline review, handover documentation.

Require a weekly steering call and a decision log to avoid drift.

Local Market Considerations: Paris

Language and localization expectations

French content needs more than translation. Tone, formality, legal phrasing and sales terms change the outcome. Ask for French native copywriters and localized SEO research. Executive bylines should be adapted, not translated literally.

Compliance and data requirements (GDPR)

Demand proof of GDPR compliance: DPA with subprocessors, consent capture flows, and retention policies. For enterprise buyers, be ready to share data processing maps and security certifications.

Local channels, events, and talent ecosystem

When to require local presence vs remote support

Require local presence for event activation, enterprise negotiation, and any public-facing French comms. Remote teams work fine for campaign production, strategy, and non-customer-facing tasks. The sweet spot is a local engagement lead plus remote specialists. If your sales cycles involve French legal or procurement teams, insist on a measurable local footprint.