Frequently Asked Questions (FAQs)

What is a B2B Marketing Agency?

B2B is Business-to-Business Marketing, a short-form stylized name for industrial marketing. B2B marketing communicates value by considering the dynamics of the long sales cycle of industrial markets and need to support the decision-making process with relevant and specific information. Therefore, a B2B Marketing Agency works with clients to produce information in the form of web content, blog articles, brochures, sales flyers, press releases, case studies, white papers, and any other content that can engage the interest of their potential customers.

What is the difference between B2B and B2C marketing?

B2B marketing engages prospects’ interest with strategies and tactics that produce information that will be carefully evaluated by multiple decision-makers, compared to specific business needs and ultimately purchased with financing terms or purchase orders. B2C (Business-to-Consumer) marketing uses a different approach where a “want” is converted into a “need” through the use of strategies and tactics that trigger an emotional response.

What is the difference between an Ad Agency and a Marketing Agency?

AETHER is primarily a B2B Marketing Agency, but we are also an advertising agency (and a PR agency too). The main difference from a traditional ad agency is that as a marketing agency we focus on “marketing” as our core competency—that is, communicating value, performance, and quality about a company, its brands, products, and services to ultimately generate qualified interest that converts into a lead that your sales team can convert into a customer. Although semantics seem to get in the way sometimes, the fact is most creative agencies can provide some or all elements of marketing, advertising, and public relations services.

Why is AETHER a B2B Marketing Agency?

As a B2B Marketing Agency, AETHER works with businesses that market and sell products or complex service offerings to other businesses. B2B marketing prospects often evaluate their purchase options carefully, given the sizable investment they would make on such products. Our agency helps these businesses organize their marketing and sales information based on our experience and proven techniques for communicating value to generate qualified interest. And we have discovered that our knowledge is most valuable to companies engaged in B2B markets.

Does AETHER outsource work outside of the USA?

Most of the work is done by our US-based team, but some elements of our work may be outsourced to a team outside of the country. We believe in providing solutions that make sense financially and operationally. Because of contractual terms, some clients request we use domestic workers only and we are happy to abide by their request.

Did Han Solo really mean to shoot Greedo at the Mos Eisley Cantina?

You betcha! Han played it safe by shooting Greedo first. It’s a shame that George Lucas tried to soften the crude reality of a space-faring pirate’s life.

What came first–the chicken or the egg?

Well… We will never see the end of this argument if we choose to answer the question.