190west Review: A Marketing Partner That Actually Gets HR & IT Buyers

Ever worked with a marketing agency that felt more like a translator than a partner? You know the drill—spending hours explaining your industry, your buyers, and your goals, only to get generic strategies that miss the mark. That’s exactly why 190west stood out to me. Their All-in Approach™ isn’t just a catchy tagline—it’s a refreshing shift from the usual agency experience.

Specializing in HR and IT buyers, 190west doesn’t just execute campaigns; they collaborate like an extension of your team. Here’s what stood out after working with them.

1. They Speak Your Buyer’s Language (Fluently)

Most agencies claim to "understand your audience," but 190west backs it up. From the first meeting, it was clear they’ve spent years deep in HR and IT buyer psychology. They knew:

• Where these buyers hang out (LinkedIn groups, niche forums, specific industry events)
• What content moves the needle (no fluff—actionable whitepapers, case studies, and webinars)
• How to trigger engagement (their email campaigns didn’t feel like spam; they felt like solutions)

Unlike agencies that treat every client like a blank slate, they came in with pre-loaded expertise. No "educate us on your space" phase—just immediate, tailored strategies.

2. True Collaboration (Not Just Billable Hours)

The All-in Approach™ means they’re not just handing off tasks—they’re in the trenches with you. A few ways this played out:

• Joint strategy sessions where they pushed us to think differently (and vice versa).
• Transparent adjustments—no rigid quarterly plans. If a tactic underperformed, we pivoted fast.
• Seamless teamwork—they integrated with our internal marketing lead without ego clashes.

This wasn’t a vendor relationship; it felt like adding a highly specialized marketing department.

3. Data-Driven, But Not Robotically So

Some agencies drown you in dashboards but lack actionable insights. 190west balanced analytics with practical adjustments:

• Clear metrics tied to lead quality (not just vanity clicks).
• Regular check-ins to tweak messaging based on real-time feedback.
• Willingness to kill underperforming campaigns (no "let’s give it another month").

That said, if you’re a startup with zero historical data, their strength in optimization might take a few months to fully shine.

4. Niche Focus = Less Wasted Effort

Their specialization in HR and IT buyers meant no generic playbooks. For example:

• HR campaigns leaned into compliance pain points and employee retention stats.
• IT outreach focused on security and scalability, not just "cost savings."

This focus cut out the trial-and-error phase most agencies put you through.

Pros & Cons at a Glance

Strengths:
✔️ Deep buyer expertise—saved us months of onboarding.
✔️ Flexible collaboration—felt like an in-house team.
✔️ No fluff metrics—they cared about pipeline impact, not just impressions.

Considerations:
➖ Premium pricing—you’re paying for specialization (worth it if HR/IT is your core market).
➖ Not a fit for broad consumer marketing—they’re unapologetically B2B.

Final Take

190west is for companies tired of "one-size-fits-all" marketing. If you sell to HR or IT buyers and want a partner who gets it on Day 1, their All-in Approach™ delivers. They won’t just execute—they’ll challenge you, teach you, and (most importantly) drive leads that convert.