AgriFutures Australia seeks a full-service B2B media agency to support 2025–2026 growth. We need a partner skilled in high-impact campaigns, B2B media, sales processes, and CRM systems.
This Request for Quote closes 5pm (AEDT) Friday, 21 February 2025.
Service requirements
AgriFutures Australia is seeking a full-service B2B media agency to support our growth objectives for 2025–2026. With a focus on delivering high-impact campaigns across multiple platforms, we require a partner with a strong understanding of B2B media, deep sales process expertise, and proficiency in leveraging CRM systems.
In 2025–2026, our priorities include:
- Driving targeted engagement with key audiences in Australia and defined international markets.
- Generating measurable enquiries and conversions within key sectors of agrifood innovation.
- Enhancing collaboration between marketing and sales to construct effective partnership pipelines.
- Optimising media strategies for high performance across SEM, LinkedIn, Meta, and other platforms, with a strong emphasis on Account-Based Marketing (ABM) and precise audience targeting.
Our approach will emphasise data-driven decision-making, cross-team collaboration, and innovative content strategies to maximise return on investment and achieve our campaign objectives.
Timeline
Date |
Activity |
Monday, 10 February 2025 |
1st Round Applications Open |
Friday, 21 February 2025 |
1st Round Applications Close |
Thursday, 27 February 2025 |
1st Round Notification |
Friday, 28 February 2025 |
2nd Round Open |
Friday, 7 March 2025 |
2nd Round Close |
Monday, 10 to Friday, 14 March 2025 |
2nd Round Evaluation |
Friday, 14 March 2025 |
Intended completion date of evaluation of submissions |
Friday, 21 March 2025 |
Expected execution of contract |
Monday, 5 May 2025 |
Date of commencement of Project |
Monday, 30 March 2026 |
Decision made by AgriFutures regarding an additional 12 months. |
Monday, 4 May 2026 |
Expected project completion date |
How to make a submission
There will be two rounds of applications to complete for this request for quote: an initial submission outlining your approach and capabilities concluding with a call with the project lead followed by a shortlisted round where selected applicants will be asked to provide additional details and to participate in a pitch to an extended panel.
If you’re selected to submit a response in the second round of applications, you will be provided with an appendix and required to sign an NDA.
All submission are to be emailed to Elizabeth Cameron, by Friday, 21 February 2025 at 5pm (AEDT).
1st Round
Respondents will be requested to provide a summary highlighting how your organisation’s approach and services are a best fit for provision of the full-service B2B media agency.
This will then be followed by a 30-minute call with the project lead.
Information to be included in the written response is as follows:
- Summary of organisation fit, and approach: Provide a summary of your agency’s approach, expertise, and services align with the provision of B2B media strategy, planning, and execution.
- Detail your team’s experience, specific roles, and relevant project expertise.
- Demonstrate your ability to manage media buys of varying scales, from small but impactful campaigns to large-scale efforts.
- Outline your approach to account management and customer service, including how you ensure responsiveness and high-quality delivery.
- Show how you meet the outlined service requirements, including:
- Deep B2B media experience combined with sales process integration.
- Strong CRM expertise and alignment with sales and marketing collaboration.
- Proven performance media capabilities, particularly on LinkedIn, Meta, and in Account-Based Marketing (ABM).
- Evidence of credentials and capacity to deliver the service requirements. Include testimonials or references from past or current clients, particularly those with similar objectives or industries. No more than three examples to be provided.
- Submit examples of similar campaigns and results achieved, highlighting your expertise in:
- B2B media strategy and execution.
- Regional, national, and international campaigns, with a focus on high-impact results.
- Audience targeting, including ABM and CRM-driven strategies.
- Submit examples of similar campaigns and results achieved, highlighting your expertise in:
- Written component: To be presented in PowerPoint or Word format.
Upon submission, a call will be scheduled with the project lead for discussion of your application.
2nd Round
Shortlisted applicants will be invited to participate in the second round of the request for quote process. This stage will require agencies to provide additional details on their proposed approach, budget breakdown, and strategic recommendations. Applicants will also be asked to deliver a pitch to an extended panel, demonstrating their expertise, understanding of the brief, and ability to execute a successful media strategy.
Before proceeding, selected agencies will receive an appendix with further context and be required to sign a Non-Disclosure Agreement (NDA). This ensures confidentiality and allows for a deeper discussion on strategic priorities, challenges, and expected outcomes.
Process outlined as follows:
- Optional: Meet with panel to discuss brief, appendix and if you have any questions
- Full response to include pack
- Pitch presentation structure:
- 5 minutes for introduction from AgriFutures growAG. & evokeAG. panel
- 40 minutes for you to provide your response in format of your choosing
- 15 minutes: Q&A
Provide a summary highlighting how your organisation’s approach and services are a best fit for provision of the full-service B2B media agency.
Respondents will be expected to include the following in their response:
- Proposed fee structure and budget allocation
- Include a proposed fee structure for a 12-month engagement based on an estimated annual media spend of $220,000.
- Provide a breakdown of anticipated allocations, including media strategy, buying, reporting, and account management.
- Address key campaign periods:
- evokeAG.: August – September – Early Bird Tickets Sales (retargeting / focus is on previous event ticket holders)
- evokeAG.: Mid Oct to Mid Feb – General ticket sales
- growAG.: Always on brand awareness
- growAG.: Three content campaigns sprints
- Mar – Apr
- Jun / Jul
- Sep / Oct
- Consultancy component to help embed best practice and ways of working for B2B marketing in AgriFutures team. Estimated fee of $45,000 for a six-month engagement.
- Working relationship and process
- Explain how your agency will integrate with our marketing and sales teams to deliver campaigns
- Describe your process for facilitating efficient collaboration, from kick-off to reporting and optimisation
- Outline your approach to constructing a pipeline (for sales & partnership functions), content program, and reporting framework.
- Evidence of credentials and capacity to deliver the service requirements. Include testimonials or references from past or current clients, particularly those with similar objectives or industries. Provide maximum of three examples.
- Submit examples of similar campaigns and results achieved, highlighting your expertise in:
- B2B media strategy and execution.
- Regional, national, and international campaigns, with a focus on high-impact results.
- Audience targeting, including ABM and CRM-driven strategies.
- Value-added services
- Share any additional value-added services, tools, or solutions your agency offers that could provide that would align with our objectives.
It is expected that a contract will be awarded based on how well a respondent addresses the objectives of the tender. Selection will be based on the evaluation criteria. It is recommended that the response considers the evaluation criteria outlined on the following pages.
Applications for this Request for Quote must be submitted to the designated project officer, Elizabeth Cameron, by Friday, 21 February 2025 at 5pm (AEDT).
Terms of reference
AgriFutures Australia uses standard form contracts and agreements for projects and research procured by AgriFutures Australia (please refer to https://www.agrifutures.com.au/contracts-and-agreements/). These contracts and agreements set out the terms on which AgriFutures Australia will engage successful applicants to carry out the project.
Applicants must be familiar with the contracts and agreements before submitting a response and are advised to seek legal advice beforehand.
These contracts and agreements have been developed to reflect AgriFutures Australia’s statutory and other procurement responsibilities.
If you require any amendments to the standard agreement, please complete the statement of non-compliance for each of the relevant clause. AgriFutures will then assess those requests.
Applicants will be taken to have agreed to all clauses in the Service Provider Agreement that are not referred to in a statement of non-compliance. The extent of any non-compliance will be a factor in AgriFutures Australia’s evaluation of the application.
If you require further information regarding these contracts and agreements, please, contact: