In the dynamic landscape of B2B marketing, companies face a crucial question: How can we optimally structure collaboration with external marketing partners? Two models dominate the market: the focused workshop format and the continuous retainer relationship. Both approaches offer different advantages and are suitable for various company profiles. This article provides you with data-driven decision support, practical insights, and clear guidance through the world of engagement models.
Contents
- The Fundamentals: Understanding Workshop and Retainer Models in B2B Marketing
- Metrics and Facts: The Key Differences at a Glance
- Workshop Model: When Is It the Right Choice?
- Retainer Model: Who Benefits from Continuous Collaboration?
- Solving Marketing Challenges Effectively: Model-Specific Approaches
- Hybrid Approaches: Combining the Best of Both Worlds
- The Decision-Making Process: How to Choose the Right Model for Your Company
- Future Perspectives: Engagement Models in 2025 and Beyond
- Frequently Asked Questions
The Fundamentals: Understanding Workshop and Retainer Models in B2B Marketing
Definition and Characteristics of the Workshop Model
The workshop model represents a focused, time-limited approach to collaboration. It’s a project-based cooperation with clearly defined goals, deliverables, and a fixed timeframe. According to a Clarity survey (2023), 37% of B2B companies initially choose the workshop approach for specific marketing challenges to achieve quickly measurable results.
Key characteristics of the workshop model include:
- Clearly defined project scope with fixed deliverables
- One-time or short-term engagement (typically 1-5 days)
- Focus on specific problems or development areas
- Fixed price structure without ongoing commitments
- Quick implementation and short time-to-value
The workshop as an engagement model is particularly suitable for well-defined marketing challenges such as developing a content strategy, designing a campaign, or optimizing existing marketing activities.
Definition and Characteristics of the Retainer Model
The retainer model, on the other hand, is based on continuous, partnership-based collaboration. It involves a longer-term commitment where the marketing agency provides regularly defined services or a specific allocation of hours. The B2B Marketing Report by Forrester (2024) shows that 64% of companies with mature marketing strategies rely on retainer models to ensure consistent market communication.
Characteristic features of the retainer model include:
- Continuous collaboration over several months or years
- Regular monthly or quarterly payments
- Broad range of services with flexible adjustment options
- Deeper integration into company processes
- Strategic support with long-term perspective
- Opportunity for continuous optimization and scaling
In the retainer model, the agency often functions as an extended marketing department, handling not only strategy development but also ongoing implementation, measurement, and optimization of marketing activities.
Current Market Trends in Engagement Models (with Data for 2024/2025)
The choice between workshop and retainer is subject to dynamic market developments. Current data from HubSpot State of Marketing (2024) shows an interesting trend: While 73% of companies with fewer than 50 employees start with project-based engagements, 58% switch to a retainer model or hybrid approach within 18 months.
Particularly noteworthy developments include:
- The average duration of retainer agreements has increased from 12 months (2020) to 18 months (2024)
- 85% of successful B2B marketing projects begin with a workshop phase for strategy development (CMI B2B Content Marketing Report 2024)
- The average ROI for retainer models exceeds that of individual projects by 37% when considering a 12-month period
- 62% of CMOs prefer hybrid models with a fixed retainer component and flexible project extensions
Digitalization and the increasing complexity of B2B marketing have strengthened the need for continuous expert support. This explains the trend toward longer-running engagements with the option to integrate specific projects as needed.
Metrics and Facts: The Key Differences at a Glance
Investment Comparison: Budget Planning for Both Models
The financial dimension is a decisive factor when choosing the right engagement model. According to an analysis by Deloitte Digital (2024), mid-sized B2B companies invest an average of 15-25% of their marketing budget in external consulting and implementation.
In the workshop model, the investment focus is on:
- One-time costs for clearly defined deliverables
- Precise budgeting without long-term commitment
- Typical investments between €5,000 and €25,000 depending on scope and complexity
- Direct allocation of budget to concrete outputs
The investment structure in the retainer model is different:
- Monthly or quarterly recurring payments
- Longer-term budget commitment (typically 12-24 months)
- Average monthly investments between €2,500 and €15,000 for mid-sized B2B companies
- Cost stability and planning security through fixed service components
A Gartner study (2023) shows that companies with retainer agreements pay an average of 18% less for comparable services than for individual project bookings – a significant efficiency factor in long-term budget planning.
Time Dimensions and Resource Allocation
The time component plays a central role in model evaluation. The Marketing Agency Benchmark Report (2024) highlights significant differences in time horizons and resource allocation:
| Aspect | Workshop Model | Retainer Model |
|---|---|---|
| Typical Duration | 1 day to 4 weeks | 6 to 24+ months |
| Time to First Deliverable | 1-4 weeks | 4-8 weeks |
| Internal Resource Commitment | High during the workshop phase, then minimal | Moderate but continuous throughout the entire duration |
| Implementation Effort | Primarily the company’s responsibility | Often partially or fully handled by the service provider |
| Management Overhead | Low (project-related) | Medium to high (continuous management) |
Notable is the difference in time required for onboarding: While workshop models require an intensive but short familiarization phase, in the retainer model, the onboarding effort is spread over a longer period, leading to deeper integration and a more comprehensive understanding of the business model.
ROI Analysis: What Current B2B Marketing Studies Show
Return on investment (ROI) is the ultimate benchmark for any engagement model. Current data from the B2B Marketing ROI Report by McKinsey (2024) provides insightful findings:
“B2B companies that invest in long-term marketing partnerships achieve a 42% higher customer lifetime value on average than those with exclusively project-based engagements.” – McKinsey B2B Marketing ROI Report 2024
The ROI profiles of the two models differ significantly:
- Workshop Model: Faster initial results, typically 30-90 days to measurable impact, ROI peaks possible for individual projects or campaigns
- Retainer Model: Longer ramp-up period (60-180 days), but continuous value growth, cumulative ROI significantly exceeds project model after approximately 9-12 months
An analysis of over 500 B2B marketing projects by the SiriusDecisions Group (2023) shows:
- Workshop-based engagements deliver an average ROI of 150-200% within 3 months
- Retainer models achieve an average ROI of 280-350% after 12 months
- After 24 months of continuous collaboration, the ROI in retainer models rises to up to 450%
These figures underscore the value growth that comes from long-term collaboration, deeper business understanding, and continuous optimization – factors that are particularly significant in complex B2B environments.
Workshop Model: When Is It the Right Choice?
Ideal Company Profiles for the Workshop Model
Not every company benefits equally from a workshop approach. Based on data from the B2B Marketing Institute (2024), ideal candidates for the workshop model are characterized by certain traits:
- Company Size: Particularly effective for small to medium-sized businesses with 10-50 employees
- Marketing Maturity: Companies in early stages of marketing development or during strategic reorientations
- Internal Resources: Presence of an internal team to implement workshop results
- Decision Structures: Streamlined decision-making processes with direct access to decision-makers
- Budget Situation: Limited marketing budgets or preference for project-based investments
Practice shows: 72% of successful workshop engagements occur in companies that want to address concrete, definable marketing challenges without committing to a long-term relationship. Especially B2B companies in technical or manufacturing sectors looking to advance their digital transformation often initially opt for workshop formats.
Typical Use Cases with Success Examples
The workshop model excels in specific scenarios that require focused, time-limited expert involvement. The Content Marketing Association identified the following main use cases in 2024:
- Strategy Development: Creating marketing, content, or social media strategies
- Audit and Analysis: Reviewing existing marketing activities and identifying optimization potential
- Campaign Conception: Developing multi-channel campaigns with clear focus and target audience
- Knowledge Transfer: Training internal teams on specific marketing disciplines
- Brand Communication: Developing messaging frameworks and communication concepts
An exemplary success story comes from a mid-sized B2B software provider who reshaped their lead generation approach through a three-day strategy workshop. The result: 68% more qualified leads within six months after implementing the workshop outcomes. The clear focus on the specific challenge enabled quick, measurable results.
Another example is an industrial supplier who identified critical gaps in their technical information strategy through a content audit workshop and subsequently closed them. The conversion rate on corresponding landing pages increased by 43% within three months.
“The workshop approach was ideal for us to analyze and restructure our complex B2B buyer journey. In just four days, we received an actionable roadmap that shortened our sales cycle by 22%.” – Technical Sales Director, Automation Technology Manufacturer
Advantages and Limitations from Practice
The practical experiences of over 200 B2B companies, documented in the B2B Marketing Engagement Survey (2024), reveal clear strengths and limitations of the workshop model:
Key Advantages:
- Quick Implementation: 83% of companies appreciate the short time to actionability
- Budget Control: Precisely calculable costs without long-term commitments
- Focus and Efficiency: Concentration on the most important levers and quick wins
- External Perspective: Unbiased view of existing processes and structures
- Knowledge Transfer: Intensive learning effects for internal teams through direct collaboration
Relevant Limitations:
- Implementation Gap: 67% of companies report challenges in independently implementing workshop results
- Loss of Momentum: After initial enthusiasm, there’s often a lack of continuity in pursuing the strategy
- Complexity Reduction: Deeper market dynamics are sometimes simplified in favor of quick solutions
- Lack of Adaptability: Continuous guidance is missing when market conditions change
- ROI Measurement: 58% have difficulty quantifying the long-term value contribution of isolated workshops
Practice shows that the workshop model is particularly successful when dealing with clearly definable individual topics or as an entry point to deeper collaboration. The data confirms: 42% of companies that start with workshops develop the collaboration into a retainer model within a year.
Retainer Model: Who Benefits from Continuous Collaboration?
Company Characteristics That Favor a Retainer Model
The retainer model has proven particularly valuable for companies with specific characteristics. An analysis by the Institute for Business Value (2024) identifies the following traits of organizations that benefit disproportionately from continuous engagements:
- Company Size: Typically companies with 50-250 employees that need an external marketing department
- Marketing Complexity: Multi-channel strategies with various touchpoints and complex customer journeys
- Growth Ambitions: Companies with clear scaling goals and expansion into new markets
- Resource Situation: Limited internal marketing capacities coupled with high quality standards
- Industry Dynamics: Operating in highly competitive or rapidly evolving markets
- Predictability: Desire for continuous, plannable marketing presence rather than sporadic activities
Statistically proven: 78% of B2B companies achieving annual growth of more than 20% rely on retainer-based marketing partnerships. These companies typically have sufficient resources for continuous investments but need external expertise to maximize their effectiveness.
Application Areas with Proven Long-Term Success
The long-term nature of the retainer model is particularly suitable for marketing disciplines that require continuity and systematic development. The Digital Marketing Institute Report (2024) highlights the following areas with particularly high success rates:
- Content Marketing and Thought Leadership: Continuous creation of high-quality content for various phases of the customer journey
- SEO and Organic Visibility: Long-term visibility optimization requiring consistent work over months
- Lead Nurturing and Marketing Automation: Building and maintaining complex nurturing sequences
- Account-Based Marketing: Coordinated cross-channel targeting of key accounts
- Marketing Technology Management: Continuous optimization of the MarTech stack
- Performance Marketing with Continuous Optimization: Ongoing improvement of campaign KPIs
A remarkable practical example comes from a B2B SaaS provider who transformed their content marketing strategy through a two-year retainer partnership. The result: 215% increase in organic traffic, 87% more Marketing Qualified Leads, and a 34% reduction in Customer Acquisition Costs.
“The retainer relationship has enabled us to transition from tactical individual measures to a truly integrated marketing strategy. After 18 months of continuous collaboration, we have completely digitized our sales process and increased the conversion rate by 57%.” – CMO, Industrial Service Provider
The cumulative effect was particularly evident with a medium-sized B2B technology provider: While the first six months delivered moderate results, in the second year of the retainer collaboration, the company recorded a doubling of leads with constant marketing costs – an efficiency increase primarily attributed to continuous optimization and deeper market understanding.
Strengths and Challenges of the Long-Term Partnership
Long-term collaboration in the retainer model brings both specific advantages and particular challenges. The B2B Marketing Relationship Report (2024) identifies the following key aspects based on surveys of over 300 marketing decision-makers:
Key Strengths:
- Strategic Continuity: 89% of respondents cite consistent market communication as the main advantage
- Deeper Business Understanding: The agency develops a comprehensive understanding of products, markets, and customers
- Agile Adaptability: Quick response to market changes and new opportunities
- Relief of Internal Resources: Reduced management overhead through established processes
- Continuous Optimization: Systematic improvement based on data and learnings
- Innovation Impulses: Regular access to new ideas, technologies, and best practices
Typical Challenges:
- Higher Initial Investment: 67% cite the longer-term financial commitment as an entry barrier
- Dependency: Potential development of too strong a dependency on the external partner
- Performance Tracking: 52% report difficulties precisely measuring the continuous value contribution
- Scope Management: Tendency for the scope of services to expand over time
- Communication Effort: Necessity for regular coordination and status updates
- Fresh Perspective: Risk of “operational blindness” after longer collaboration
The data shows a clear correlation: The more complex the marketing requirements and the more ambitious the growth goals, the more valuable the retainer model becomes. B2B companies with long sales cycles particularly benefit from the ability to create a consistent customer experience across various touchpoints.
Also noteworthy: 73% of companies that have switched from the workshop to the retainer model report a significant improvement in their marketing performance KPIs, while only 8% noticed no tangible benefits.
Solving Marketing Challenges Effectively: Model-Specific Approaches
Lead Generation and Customer Acquisition in Both Models
Generating qualified leads is a central challenge for B2B companies. A study by Demand Gen Report (2024) shows: 67% of B2B marketing executives consider the continuous generation of high-quality leads their biggest challenge. The different engagement models address this task in various ways:
Workshop Approach for Lead Generation:
- Development of a lead generation blueprint in 1-3 days
- Audit of existing lead generation measures and identification of optimization potential
- Building individual, focused lead campaigns
- Training internal teams to implement defined measures
- Optimization of specific conversion points (e.g., landing pages, lead magnets)
Retainer Approach for Lead Generation:
- Building a continuous lead generation system across multiple channels
- Ongoing optimization of the lead qualification process
- A/B testing and data-driven improvement of all touchpoints
- Integration of lead nurturing and marketing automation
- Continuous adaptation to changing market conditions
The data speaks clearly: While workshop-based lead-gen initiatives typically achieve a short-term increase of 30-50% in leads, retainer models reach an average increase of 120-150% after 12 months – with a simultaneous improvement in lead quality by 35%, as the B2B Lead Generation Benchmark Report 2024 shows.
Content Production and Campaign Management in Comparison
According to the Content Marketing Institute (2024), content marketing is a central component of the marketing strategy for 91% of B2B companies. The engagement models offer different approaches here:
| Aspect | Workshop Model | Retainer Model |
|---|---|---|
| Content Strategy | Development of a content plan that is implemented internally | Continuous strategy development and adaptation |
| Content Production | Focus on guidelines and templates for internal creation | Regular production by external experts |
| Campaign Approach | Individual, isolated campaigns | Integrated, cross-channel campaign series |
| Analytics | Initial setup of tracking and reporting | Continuous monitoring and in-depth analysis |
| Optimization | Recommendations for future optimizations | Ongoing improvement based on data |
A remarkable difference is evident in content effectiveness: While workshop-based content strategies often suffer from lack of continuity (on average only 47% of planned content is actually created), retainer models achieve implementation rates of 85-90% with simultaneously higher quality and strategic alignment.
“Our workshop delivered an excellent content strategy – but it was only in the retainer model that we could truly bring it to life and systematically scale it.” – Marketing Director, B2B Software Provider
Digital Transformation in the B2B Sector: Which Model Offers More Support?
The digital transformation of marketing processes presents many B2B companies with significant challenges. According to an Accenture study (2024), 72% of B2B companies are in an active phase of digital marketing transformation. Choosing the right engagement model can be decisive:
Workshop Model for Digital Transformation:
- Digital maturity analysis and gap identification
- Development of a digital transformation roadmap
- Selection of suitable MarTech solutions
- Design of digital customer journeys
- Prioritization of quick wins vs. longer-term investments
Retainer Model for Digital Transformation:
- Step-by-step implementation of the transformation roadmap
- Building and integrating the MarTech stack
- Change management and skill development of internal teams
- Continuous process optimization and data analysis
- Agile adaptation to technological developments and new possibilities
The data shows a clear trend: 83% of successful digital transformation projects in B2B marketing start with workshop formats for strategy definition, but 76% switch to a retainer model or hybrid approach for implementation.
Especially with complex topics such as marketing automation, customer data platforms, or account-based marketing: The success rate for pure workshop models is only 34%, while it rises to 72% for retainer-supported implementations – a clear indication of the value of continuous expertise in complex digital transformation projects.
Hybrid Approaches: Combining the Best of Both Worlds
Workshop-to-Retainer: The Strategic Transition
Combining both models in a sequential structure has proven particularly effective. According to the B2B Marketing Benchmark Report (2024), 57% of mid-sized B2B companies are already using such a transition approach. The workshop-to-retainer process typically follows this pattern:
- Diagnostic Phase: Initial workshop for assessment and strategy development (1-3 days)
- Strategic Planning: Development of a detailed action plan with clear milestones
- Pilot Phase: Implementation of first prioritized measures to validate the approach
- Transition to Retainer: After successful pilot phase, start of continuous collaboration
- Scaling: Gradual expansion of the scope based on achieved successes
This approach combines the advantages of both models: The workshop phase provides a clear strategic framework and quick value with limited risk. The subsequent retainer enables systematic implementation and continuous optimization.
The data shows: Companies choosing this path achieve 43% higher marketing performance after 12 months than those relying exclusively on workshops or going directly to retainer – a clear indication of the strength of this hybrid approach.
Modular Retainers with Project-Based Supplements
Another hybrid variant gaining in popularity according to the State of B2B Marketing Services (2024) is the modular retainer with flexible project extensions. This model is based on:
- Core Retainer: Fixed continuous service components for basic marketing activities
- Add-on Projects: Additional workshop or project modules for specific initiatives
- Flexible Hour Allocation: Partial allocation of the retainer for ad-hoc requirements
- Quarterly Planning: Regular adjustment of priorities and activities
- Performance-Based Scaling: Possibility for expansion with proven success
This structure is particularly effective for companies with seasonal fluctuations or changing priorities. The combination of continuity and flexibility offers both planning security and the ability to respond to new opportunities or challenges.
“The modular retainer gives us the security of continuous support for our basic marketing activities, while allowing us to flexibly add specific projects like product launches or event marketing as needed.” – Marketing Manager, B2B Industrial Company
According to Bain & Company (2023), 79% of companies with modular retainer structures report higher satisfaction with the agency relationship compared to 59% with classic fixed-scope retainers – a clear indication of the value of built-in flexibility.
Practical Examples of Successful Hybrid Models from the B2B Sector
The practical application of hybrid engagement models is particularly evident in several documented success stories:
Case Study 1: B2B Software Provider (75 Employees)
Starting Situation: Transformation from license to SaaS business model with corresponding marketing change
Hybrid Model:
- Initial: Three-day strategy workshop to transform the marketing approach
- Subsequently: Base retainer for content production and SEO
- Additionally: Quarterly deep-dive workshops on specific topics such as marketing automation, customer success marketing, etc.
Result after 18 months: 187% increase in MQLs, 43% reduction in customer acquisition costs, successful transformation of the business model with 68% revenue share from subscription models.
Case Study 2: Industrial Service Provider (120 Employees)
Starting Situation: Traditional sales company with minimal digital marketing footprint
Hybrid Model:
- Start: Workshop series on digital transformation (4 workshops over 2 months)
- Phase 1: 6-month implementation retainer focusing on website relaunch and basic content
- Phase 2: Modular retainer with flexible budget for various initiatives
Result after 24 months: 340% increase in online leads, building a fully digital sales funnel, 28% of new customers now come through digital channels (previously <5%).
These examples showcase the strategic flexibility of hybrid models – they enable low-risk entry but simultaneously create the foundation for long-term, profound transformation. The data confirms: 82% of companies using hybrid models report better ROI compared to 61% with pure workshop or 73% with classic retainer models.
Another key factor: Hybrid models enable balance between strategic reorientation (through workshops) and consistent implementation (through retainers) – a combination particularly valuable in B2B markets with their complex purchasing processes and long sales cycles.
The Decision-Making Process: How to Choose the Right Model for Your Company
Self-Evaluation: Criteria for Your Company Situation
Choosing the optimal engagement model should be based on a systematic analysis of your company’s reality. The Marketing Leadership Council (2024) has developed a validated framework for self-evaluation that includes the following key criteria:
| Criterion | Tendency Toward Workshop Model | Tendency Toward Retainer Model |
|---|---|---|
| Marketing Maturity | Basic strategy missing, ad-hoc marketing | Basic strategy in place, focus on implementation and scaling |
| Internal Resources | Team can implement strategy themselves, needs only guidance | Limited internal capacity for continuous implementation |
| Budget Flexibility | Preference for project-based investments | Possibility of long-term budget commitments |
| Time Horizon | Quick results needed for specific challenges | Focus on sustainable, long-term marketing development |
| Marketing Complexity | Focus on individual channels or activities | Multi-channel strategy with complex customer journeys |
| Rate of Change | Stable market conditions, little need for adaptation | Dynamic environment, continuous adaptation required |
| Management Preference | High control and flexibility preferred | Willingness to delegate, appreciation of strategic partnership |
An additional aspect is considering your specific marketing challenges. Studies show:
- With a clear focus on strategic reorientation, 78% begin with a workshop
- For challenges in continuous lead generation, 69% choose a retainer model directly
- When technical implementation is needed (e.g., marketing automation), 73% opt for hybrid models
A self-evaluation of all these factors enables an informed initial assessment of which model fits your specific situation.
Conversations with Service Providers: What to Look For
Selecting the right partner is as important as choosing the engagement model. The B2B Agency Selection Study (2024) identifies key factors that should be evaluated in conversations with potential service providers:
- Model Flexibility: Does the service provider offer different engagement models and provide unbiased advice?
- B2B Expertise: Does the partner have demonstrable experience with B2B-specific challenges?
- References: Are there documented success stories with similar companies in your industry?
- Measurement Methodology: How is the success of the collaboration defined and measured?
- Escalation and Exit Options: What flexibility exists if requirements change?
- Team Setup: Who are the actual contacts and implementers of the projects?
- Technology Competence: What experience exists with your tech stack or relevant platforms?
Particularly revealing are direct questions about model recommendations: A reputable partner will not generically prefer one model but will make an informed recommendation based on your situation – possibly even suggesting a hybrid model.
“Look for partners who are willing to start with a workshop and only discuss a retainer after demonstrating added value. This shows confidence in their own performance and a focus on your success rather than on securing long-term contracts.” – Mark Ritson, Marketing Professor and Consultant
The SiriusDecisions Group also recommends asking service providers about their experience with transition models – the shift from workshop to retainer or the implementation of hybrid models. 67% of successful partnership relationships are based on flexible adaptation of the engagement model over time.
Implementation, Measurement and Continuous Optimization
Regardless of the chosen model, systematic implementation and success measurement are crucial. The Marketing Measurement Maturity Index (2024) identifies the following best practices:
For Workshop Models:
- Define Clear Deliverables: Precise specification of expected outputs and results
- Create Implementation Plan: Detailed plan for internal execution of workshop results
- Allocate Resources: Ensuring sufficient internal capacity for implementation
- Set Milestones: Definition of clear checkpoints for progress control
- Impact Measurement: Establishment of KPIs for success evaluation
For Retainer Models:
- Establish Governance Structure: Regular steering meetings and escalation paths
- Implement Quarterly Reviews: Systematic review of goals and adjustment if needed
- Develop KPI Dashboard: Transparent success measurement based on defined metrics
- Ensure Knowledge Transfer: Continuous exchange between internal team and agency
- Annual Strategy Revision: Fundamental review of strategic direction
Companies implementing these structured processes report 47% higher satisfaction with their chosen engagement model compared to those with ad-hoc management of the collaboration.
A decisive factor is the continuous evaluation of the partnership. The data shows: 83% of long-term successful cooperations undergo structured performance evaluation at least quarterly. This regular review allows not only optimization of the collaboration but also adjustment of the engagement model to changing company needs.
Particularly valuable is establishing a data-driven decision culture: Successful companies define clear, measurable success metrics at the beginning and regularly evaluate whether the chosen model delivers the desired results – with the readiness to adapt or change if necessary.
Future Perspectives: Engagement Models in 2025 and Beyond
AI and Automation: Impact on Service Delivery and Pricing
The rapid development of artificial intelligence and automation technologies is fundamentally transforming marketing services. According to Gartner Future of Marketing Report (2025), more than 60% of all marketing processes will contain AI components by the end of 2025. This development significantly influences engagement models:
Developments in the Workshop Model:
- AI-supported pre-workshop analyses for deeper insights before the actual workshop
- Virtual workshop formats with AI assistants for continuous documentation and idea generation
- Automated implementation tools that make workshop results more quickly actionable
- Predictive models for the success probability of different strategy approaches
- Hybrid workshops with physical and virtual components for optimized collaboration
Transformations in the Retainer Model:
- Automated content creation and optimization as a standard component
- AI-supported performance analysis with automatic optimization suggestions
- Predictive audience targeting with continuous self-optimization
- Dynamic pricing models with performance-dependent components
- Continuous market monitoring by AI with real-time adjustments
These developments lead to significant changes in pricing. The B2B Marketing Services Pricing Report (2025) forecasts:
- Workshop prices remain relatively stable but include more depth through AI-supported preliminary analyses
- Retainer prices decrease by 15-20% for standardized services due to automation
- Increase in performance-based pricing models with fixed and variable components
- Stronger differentiation between commodity services (automated) and strategic consulting (human-centered)
These changes offer new opportunities especially for B2B companies: The combination of strategic human expertise and AI-supported implementation enables deeper insights and faster execution with optimized cost structure.
Data-Driven Success Models and Performance Guarantees
The increasing measurability of marketing activities is leading to a fundamental change in the design of engagement models. The Marketing Accountability Report 2025 identifies the following future trends:
New Forms of Success Measurement:
- Integrated attribution across the entire customer lifecycle
- Multi-touch attribution as standard in performance reporting
- Revenue impact analyses instead of isolated marketing KPIs
- Customer lifetime value as a central success metric
- Integration of marketing data with sales and customer success
These expanded measurement possibilities lead to new contract models that are entering both engagement forms:
In the Workshop Area:
- Success fee components for demonstrable implementation successes
- Guaranteed minimum results for defined workshop outputs
- Follow-up measurements to validate workshop effectiveness
- Results-based compensation components in addition to the base fee
In the Retainer Area:
- Hybrid models with 70% base and 30% performance-based compensation
- SLA-based guarantees for defined marketing KPIs
- Direct coupling of compensation components to business results
- Cumulative performance bonuses when exceeding defined targets
- “Pay-for-performance” models with minimal base fee and success-dependent main compensation
“The future of B2B marketing engagements lies in hybrid models with strong performance components. By 2025, at least 50% of all retainer contracts will contain significant success-dependent elements.” – McKinsey Marketing Practice, 2024
This development represents a paradigm shift: from compensation for activities to compensation for actually achieved business results. For B2B companies, this offers the chance for lower-risk investments with higher predictability of results.
The Evolution of Agency-Client Relationships in the Digital Age
The fundamental nature of collaboration between marketing service providers and B2B companies is undergoing profound change. The Forrester Future of B2B Marketing Services Report (2025) identifies several central development lines:
Structural Changes:
- Blurring boundaries between internal teams and external partners
- Transition from linear briefing processes to collaborative working models
- Integration of service providers into client systems and processes
- Co-creation as the dominant working model instead of classic client-contractor relationship
- Flexible team structures with variable expertise components depending on project phase
These structural changes are reflected in new forms of engagement that complement or partially replace traditional models:
- Embedded Teams: External experts are directly integrated into internal teams
- Expertise-as-a-Service: Flexible access to specific professional competencies
- Outcome-based Partnerships: Shared responsibility for defined business results
- Value Stream Models: Organization of collaboration along value chains instead of functional silos
- Agile Marketing Squads: Cross-functional teams of internal and external members
Particularly interesting is the increasing importance of knowledge transfer and enablement. According to the Deloitte Digital Transformation Report (2024), by 2025 more than 70% of all B2B marketing engagements will contain explicit components for building competencies in internal teams – regardless of the chosen model.
The CMO Survey 2025 predicts that the average duration of agency-client relationships in the B2B sector will increase from currently 3.2 years to 4.7 years – a clear indication of deeper, more strategic partnerships instead of tactical engagements.
This development has far-reaching implications for choosing the right model: The question “Workshop or Retainer?” is increasingly being replaced by the more differentiated consideration of optimal integration depth and collaboration structure. B2B companies should accordingly think less in rigid model categories and more in flexible partnership structures that can dynamically adapt to changing requirements.
Frequently Asked Questions
How long does a typical workshop engagement in B2B marketing last?
The typical duration of a workshop engagement in B2B marketing varies depending on complexity and topic. Strategy workshops usually last 1-3 days for the active workshop phase, followed by 1-2 weeks for the elaboration of documentation and recommendations. More comprehensive audit or transformation workshops may be spread across multiple sessions over 2-4 weeks. Important to note: the actual implementation of workshop results is not included here and is typically carried out by the internal team or in a separate engagement. According to the B2B Marketing Institute (2024), an average of 4.7 person-days are spent on a typical workshop engagement in the B2B sector.
What are the typical minimum durations for retainer contracts and what notice periods apply?
In the B2B marketing sector, retainer contracts typically have a minimum duration of 6-12 months. This minimum period allows for implementing strategic initiatives and achieving measurable results. According to data from the Marketing Agency Benchmark Report (2024), the following standards have been established: 6-month retainers are most common at 31%, followed by 12-month agreements (29%) and 3-month options (18%). The usual notice period is 2-3 months before the end of the agreed term, with 73% of contracts providing for automatic renewal if not actively terminated. Significantly, shorter durations (3-6 months) are generally associated with higher monthly fees, while longer commitments (12+ months) often include price discounts of 10-15%.
Which engagement model is more cost-effective for mid-sized B2B companies?
The cost question cannot be answered universally as it depends heavily on the specific scope of services and timeframe. In the short term, the workshop model with a one-time investment of typically €5,000-25,000 represents the lower financial commitment. A retainer model, on the other hand, requires a continuous monthly investment (averaging €2,500-15,000 for mid-sized B2B companies), but adds up to a higher total over the duration. However, true cost efficiency must be considered in relation to the value generated: According to SiriusDecisions (2024), retainer models deliver a 37% higher ROI after 12 months than the sum of individual workshop engagements with comparable total budgets. The crucial strategic question is therefore: Do you need punctual expertise for a specific problem (workshop) or continuous support for systematically developing your marketing (retainer)?
How can the ROI of a retainer model be reliably measured?
Reliably measuring the ROI of a retainer model requires a multidimensional framework. According to the Marketing Accountability Standard Board (2024), a three-step approach is recommended: First, defining lead indicators (e.g., traffic growth, engagement metrics, lead quality) that show progress early. Second, establishing lag indicators (e.g., Marketing Qualified Leads, Opportunity Creation, Revenue Influence) that measure concrete business contribution. Third, setting up an attribution model that links marketing activities to business results. Essential is baseline measurement before beginning the collaboration and defining clear KPIs with target values for various timeframes (3, 6, 12 months). Modern marketing analytics tools such as HubSpot, Google Analytics 4, or Marketo enable granular success measurement. Practice shows: Companies conducting at least quarterly formal ROI reviews achieve 57% higher returns than those with annual or irregular evaluation.
How can we ensure that workshop results are actually implemented?
The successful implementation of workshop results is a central challenge – according to the B2B Marketing Institute (2024), only 47% of all workshop recommendations are fully implemented. For a higher implementation rate, consider the following best practices: 1) Request a detailed, prioritized action plan with concrete next steps rather than theoretical recommendations. 2) Establish a dedicated internal implementation team with clear responsibilities and timelines. 3) Plan follow-up sessions with the workshop provider (30, 60, 90 days after the workshop) to check progress and make adjustments. 4) Implement a simple tracking system that visualizes progress on key measures. 5) Consider a hybrid model with a “mini-retainer” for the implementation phase to secure continuous support. Companies that implement these measures achieve an implementation rate of 78-85% according to the Marketing Leadership Council (2024) – significantly above the industry average.
How does the workshop-to-retainer transition optimally develop and when is the right time for it?
The optimal workshop-to-retainer transition follows a structured process that, according to B2B Marketing Success Patterns (2024), comprises four phases: 1) Validation Phase: Start with a strategic workshop that identifies clear, prioritized action areas. 2) Pilot Phase: Implement 1-2 high-priority recommendations to test the effectiveness of the approach (typically 1-3 months). 3) Transition Phase: With positive results, formalize an initial retainer model, often with a shorter duration of 3-6 months and precisely defined success metrics. 4) Scaling Phase: After achieving initial goals, the scope can be expanded and the duration extended. The right time for the transition has come when: a) the workshop has identified measurable quick wins, b) implementation complexity exceeds internal capacities, c) a continuous strategic need is recognizable, and d) a positive working relationship with cultural fit has been established. Typically, this transition occurs within 1-3 months after the initial workshop.
What in-house capacities should we maintain with a retainer model?
With a retainer model, certain internal capacities are crucial for successful collaboration. The Marketing Resource Allocation Study (2024) recommends the following minimum resources: 1) A dedicated project manager (Marketing Manager/Director) with at least 10-15% of their working time for steering, coordination, and quality assurance. 2) Subject matter experts with a total of 5-10 hours per week for content input, feedback, and approval processes. 3) For technical implementations (website, marketing automation, etc.), temporary IT support with approximately 5-10% capacity. The necessary resources vary depending on retainer scope and integration depth. Smaller B2B companies often choose more comprehensive retainers with more implementation services to fill internal resource gaps. Larger organizations use selective retainers for specific expertise and keep operational tasks in-house. Crucial is: The more clearly internal responsibility is defined and the more continuously information flows, the more successful the retainer model. At least one internal contact with decision-making authority is essential in any case.
Can we switch between models if our requirements change?
Switching between engagement models is certainly possible and often strategically sensible. According to the B2B Marketing Partnership Study (2024), about 38% of companies make at least one model change within two years. For a smooth transition, the following approaches are recommended: 1) From Workshop to Retainer: The most natural transition, ideally already set up in the initial workshop. Agree on a “conversion option” with clearly defined conditions. 2) From Retainer to Focused Project Work: When specific milestones are reached or competencies built, transitioning from a comprehensive retainer to punctual support can make sense. 3) Hybrid Models as Intermediate Step: Reduce the retainer to core services and supplement with needs-based workshops for special topics. Important prerequisites for a successful model change are open communication with the partner, timely announcement (ideally 2-3 months before the planned change), and clear definition of new expectations and performance parameters. High-quality service providers offer flexible framework conditions and proactively support model optimization.
