With each new year and sometimes each new meeting, ideas abound with initiatives that just might make the difference when it comes to one’s B2B marketing efforts. The trouble is, new ideas and wish list additions tend to flow much easier than do the tradeoffs or supplemental resources, like a B2B marketing firm, that are typically necessary to bring these items to fruition.
There are a myriad of reasons that you may want to hire a marketing firm to take on aspects of your B2B marketing efforts for your company or a new product or service. Maybe you need strategic guidance to ensure you’re effectively addressing the most opportunistic market segments, insight on how to get more quality leads into the funnel more quickly or branding expertise to make sure your collateral and messaging are properly conveying who you are as a company.
Regardless of your individual needs, executive leaders and heads of marketing often struggle with the question of how to get more from their marketing when they feel they can’t take anything off their plate or find new time to add to the day. It’s easy to rationalize further fragmenting the attention of already stretched thin resources.
Instead of piling more onto your already full plate, consider these benefits of using an external B2B marketing firm to generate value for the long haul. Your business—and your sanity—will thank you.
1. You and your team can focus on core objectives.
Putting the responsibility of select marketing initiatives onto an outside B2B marketing team allows you to focus on your critical few objectives rather than creating a fragmented many. By turning to a reliable team of experts who are familiar with and fluent in B2B marketing best practices, you protect the bandwidth you and your team need to tackle everything you’ve already been tasked with and advance new marketing opportunities simultaneously.
2. You overcome the biases and blocks of being so close to your company, product or service.
Have you talked about a marketing project for so long that it’s started to blur and left you bewildered as to what you are really trying to achieve or how you’d be able to accomplish it? Have you exclaimed “how did we not see that?” after moving in an obvious-after-the-fact wrong direction? The cognitive biases that naturally creep in when we get spend so much time with one focus and singular point of view can make for bad marketing decisions. Getting a fresh set of eyes from a B2B marketing firm can serve as a bias blocker and self-check for on-target mission execution and message alignment.
3. You gain the insights of work the B2B marketing firm has done for others in your shoes.
In the case of our B2B marketing firm, we’ve worked with nearly 200 B2B companies at different stages of growth on nearly every facet of B2B marketing. As a result, we’ve seen what works, what hasn’t and where organizations have gone astray from implementation or process perspectives. A solid B2B marketing firm will have a base of experience and best practices applications that will help you accelerate initiatives faster and avoid the pitfalls that befell others who have traversed similar paths before you.
4. You firm up the foundation of your marketing strategy.
Measure twice and cut once. While often applied to carpentry and construction, this adage applies to marketing strategy as well. Often leaders feel like or are convinced they have a clear vision of where they need to go from a marketing standpoint to accomplish their business objectives. But starting on the right path and being able to quickly get back to it if you veer off course is critical for success. Whether cementing your buyer personas or vetting your ideal client profile and total addressable market, getting honest assessment and advisement from external B2B marketing experts will strengthen your strategy and instill you with data-backed confidence that you’re headed in the right direction.
Don’t get guilted into “doing it all.”
Leaders need to remain steadfastly protective of their organization’s resources and budgets. But when it comes to accomplishing ambitious or mission-critical marketing objectives, the easier answer of solely adding incremental internal responsibilities is commonly not the right one. Amplifying the power of your team with focused external B2B marketing experts can be a positive difference maker for your organization. Try as we might, there comes a point where squeezing more out of ourselves, our teams or our days just isn’t practical or realistic.