Merkle B2B

Create world-class business experiences that inspire people, grow businesses, and deliver transformative outcomes.

ABM Strategy Agencies
2020 Founded
10001-20000 Employees
100+ Customers
Columbia, MD, USA Headquarters
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Quick Facts

Website
merkle.com →
Starting Price
unknown
Pricing Model
custom
Company Type
acquired
Social
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About Merkle B2B

Merkle B2B is the global B2B marketing organization inside Merkle, a dentsu company, created in 2020 by integrating five specialist B2B firms including Merkle, Merkle | DWA, gyro, B2B International, and Digital Pi. The group brings together strategy, research, creative, media, data, and marketing automation expertise to deliver end‑to‑end account-based marketing (ABM) and customer experience programs for complex B2B buying cycles. Launched as a "B2B powerhouse" within dentsu, Merkle B2B was designed to give global brands a single, integrated partner for brand, demand, and experience across the full lifecycle.

Operating as part of Merkle’s broader customer experience management (CXM) business, Merkle B2B serves more than one hundred B2B clients worldwide and spans five continents. Its teams include strategists, data scientists, media practitioners, technologists, creatives, and researchers who work together to define ideal customer profiles, prioritize accounts, orchestrate omnichannel programs, and connect marketing to revenue. The group leverages Merkle’s long heritage in data, technology, and analytics to power sophisticated targeting, personalization, and measurement approaches that go beyond traditional lead generation.

Merkle B2B is known for its strength in account-based experiences (ABX) that blend ABM principles with broader customer experience design. The organization has deep partnerships with leading ABM, intent data, and martech platforms, enabling it to integrate tools like Demandbase, Bombora, LinkedIn Marketing Solutions, Madison Logic, Salesforce, Adobe, and others into cohesive stacks. Its capabilities range from ICP definition and audience research, to creative platform development, ABM media activation, marketing automation and nurture design, sales enablement, and B2B commerce and marketplace experiences.

The agency has been widely recognized by the industry, being named Large B2B Agency of the Year by both the Association of National Advertisers (ANA) and The Drum, and earning #1 rankings in B2B Marketing’s marcomms agency league tables in the US. Backed by Merkle’s global scale and dentsu’s network, Merkle B2B positions itself as an indispensable growth partner for large B2B brands that need unified strategy, technology, and execution to compete in increasingly complex markets.

Key Features

End-to-end ABM and ABX strategy - design and orchestration of account-based programs that align marketing, sales, and customer teams around prioritized accounts.

Ideal customer profile and account selection - data-driven ICP modeling and account scoring using first-, second-, and third-party data to focus efforts on high-value accounts.

Intent data activation - use of Bombora and other intent sources to identify in-market accounts, prioritize outreach, and trigger targeted messaging across channels.

Audience research and insight - deep B2B audience research, segmentation, and journey mapping via B2B International heritage to inform positioning and content.

Integrated creative and content development - brand platforms, messaging architectures, and creative assets tailored to complex multi-stakeholder B2B buying groups.

Omnichannel media and ABM advertising - planning and execution of account-based media across programmatic display, LinkedIn, search, and other digital channels.

Marketing automation and nurture design - architecture and build-out of multi-stage nurture programs in platforms like Adobe Marketo Engage, Salesforce, and HubSpot.

Data, analytics, and measurement - pipeline and revenue-focused analytics, dashboards, and multi-touch attribution to prove impact of ABM and CX programs.

Technology and stack strategy - martech and adtech audits, architecture design, integration, and ongoing optimization for ABM and customer experience use cases.

Sales alignment and enablement - creation of account playbooks, buying group insights, and sales enablement programs to turn marketing signals into revenue actions.

B2B commerce and marketplace experiences - design and implementation of self-service portals, digital marketplaces, and commerce journeys for distributors and partners.

Global program management - centralized governance with regional execution models to run multi-market B2B programs with consistent strategy and localized execution.

Testing and optimization - continuous experimentation across messaging, channels, and experiences to improve engagement, conversion, and deal velocity.

Thought leadership and benchmarking - proprietary research, benchmarks, and futures reports to help clients navigate evolving B2B buyer expectations.

ABM and ABX training - enablement and training programs to help client teams operationalize account-based approaches and integrated customer experience.

Pros & Cons

👍 Pros

  • Deep specialization in B2B, combining strategy, creative, media, research, and technology under one integrated organization.
  • Strong heritage in data, analytics, and identity, enabling highly targeted and measurable ABM and customer experience programs.
  • Robust partnerships with leading ABM, intent, and martech platforms such as Demandbase, Bombora, LinkedIn, Madison Logic, Salesforce, and Adobe.
  • Global footprint with teams across the Americas, EMEA, and APAC, allowing coordinated multi-region execution for large enterprises.
  • Award-winning creative and B2B work, including recognition as Large B2B Agency of the Year from both the ANA and The Drum.
  • Ability to connect ABM and marketing programs directly to pipeline and revenue outcomes through advanced measurement frameworks.

👎 Cons

  • Best suited to organizations with significant marketing budgets; smaller companies may find the cost of full-service engagements prohibitive.
  • Programs and technology integrations can be complex and require substantial internal alignment, data readiness, and change management from client teams.
  • As part of a large global network, governance and decision-making can be more involved than with boutique, single-market agencies.

User Reviews

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Integrations

Salesforce HubSpot 6sense Adobe Marketo Engage Adobe Experience Cloud Demandbase Bombora LinkedIn Marketing Solutions Madison Logic ActionIQ AWS Braze Figma Google Marketing Platform Qualtrics Shopify Sitecore Snowflake Zeta Mirakl

Best For

Company Size

mid-market enterprise

Industries

Technology and SaaS Manufacturing and Industrial Financial Services and Insurance Healthcare and Life Sciences Telecommunications Professional Services

Use Cases

Account-Based Marketing and Account-Based Experiences Global B2B Brand and Messaging Development Demand Generation and Pipeline Acceleration Digital Experience and B2B Commerce Transformation Customer Lifecycle and Retention Marketing Martech and ABM Stack Strategy and Implementation

FAQ

What is Merkle B2B?

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Merkle B2B is the global B2B marketing and customer experience organization within Merkle, a dentsu company. Formed in 2020 by integrating several leading B2B agencies, it provides end-to-end services across research, strategy, creative, media, data, technology, and analytics, with a particular focus on account-based marketing (ABM) and account-based experiences (ABX) for complex enterprise buying journeys.

How much does Merkle B2B cost?

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Merkle B2B does not publish standardized pricing. Engagements are typically scoped on a custom basis and may include strategy projects, ongoing retainers, and/or fees tied to media investment. Total cost depends on factors such as markets covered, media budgets, technology integration needs, and the breadth of services included. Prospective clients generally work with Merkle B2B to define a statement of work and custom proposal.

What are the main features of Merkle B2B?

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Key capabilities of Merkle B2B include ABM and ABX strategy, ICP and account selection, intent data activation, audience research, integrated creative and content development, omnichannel ABM media, marketing automation and nurture design, martech and ABM stack strategy, advanced analytics and measurement, sales enablement, and B2B commerce and marketplace experience design. These are delivered by cross-functional teams across strategy, data, creative, media, and technology.

Who are Merkle B2B's main competitors?

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Merkle B2B primarily competes with other full-service B2B and ABM-focused agencies and consultancies, such as The Marketing Practice, Ogilvy's B2B practice, Momentum ITSMA, and Just Global. It may also be evaluated alongside ABM software vendors like Demandbase, 6sense, and Terminus, though those companies provide technology platforms rather than the kind of end-to-end agency services Merkle B2B offers.

Is Merkle B2B good for small businesses?

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Merkle B2B is generally best suited to mid-market and enterprise organizations with complex buying cycles, multiple regions, and significant marketing and media budgets. Smaller businesses or early-stage startups looking for a low-cost, self-service ABM tool may find Merkle B2B's full-service model more than they need. However, for smaller firms with ambitious growth goals and the resources to invest in strategic ABM and CX transformation, Merkle B2B can be a valuable partner.

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