Reframe what an agency is actually for

One of the biggest drivers of anti agency sentiment is the belief that agencies are expensive, slow to understand the business, and quick to disappear once the contract is signed. In reality, this perception usually comes from a mismatch in expectations rather than the model itself.

The first step to beating it is being far more explicit about what you actually do, how you do it, and what success looks like in real terms. Be clear early on about where you add value and where you do not, as this honesty is often missing from past agency experiences. When expectations are grounded, the relationship feels far more commercial and far less risky for the client.

 

Shift the conversation from activity to impact

SMBs are under constant pressure to justify every pound spent. If your proposition is framed around outputs rather than outcomes, you are already on the back foot.

Move the discussion away from activity and towards impact wherever possible. Talk about pipeline, revenue contribution, and commercial risk, not just impressions, leads, or engagement rates. This helps decision makers defend the spend internally and positions you as someone who understands the business, not just the marketing function.

 

Address the control issue head on

Another common reason businesses move in-house is control. They want faster turnaround, easier access, and fewer handovers, especially when teams are lean and time is limited.

Agencies that win in this environment are the ones that adapt their working model rather than fighting this expectation. This might mean tighter communication, clearer ownership, or embedding more closely with internal teams. Being flexible here does not weaken your position, it shows you understand why the shift happened in the first place.

 

Educate based on real experience

Education plays a big role in changing anti agency sentiment. Many decision makers have never worked with a good agency, only one that overpromised, underdelivered, or failed to challenge them when it mattered.

Use your content, sales conversations, and onboarding to explain how a strong agency relationship should work in practice. Set boundaries early, be honest about what you need from the client, and explain why certain approaches are more effective than others. This clarity often feels refreshing and builds trust faster than any case study.

 

Use face to face visibility to break down scepticism

There is a strong opportunity to counter anti agency sentiment by being visible in the right places. Exhibiting at events like the B2B Marketing Expo US puts a face to your brand and removes a lot of the mystery around how agencies operate.

Conversations on a stand are very different to cold emails or pitch decks. You can address concerns in real time, share examples, and show that you understand the challenges SMBs are facing right now. For many businesses, this direct interaction is what shifts their mindset from sceptical to open.

Click here to inquire about how exhibiting can generate your agency more leads.

 

Position yourself as a partner, not a replacement

Do not position yourself as the opposite of in-house teams. Position yourself as the missing piece that helps them perform better.

The most effective setups often combine strong internal knowledge with external expertise and perspective. If you acknowledge that in-house teams have value, and show how you complement them rather than replace them, you immediately sound more credible. Anti agency sentiment thrives on extremes, and most businesses sit somewhere in the middle.

 

Final Thoughts

The move towards in-house marketing is not going away, but it does not have to limit agency growth. Agencies that adapt their messaging, their model, and their visibility will continue to win. In many cases, they will grow faster than those who spend their time worrying about the trend instead of responding to it.

Click here to inquire about exhibiting at the B2B Marketing Expo US in April.