infographic: b2b marketing outsourcing considerations and tips
DESCRIPTION
This Infographic summarizes considerations and possibilities when deciding whether to outsource certain aspects of B2B marketing efforts. I spent most of my career as a corporate employee where this question often came up. Having been on both sides I’m comfortable conveying unbiased tips. For the complete narrative on considerations for Hiring vs. Outsourcing, visit Lydia's Marketing Blog: When to Hire vs. Outsource http://goo.gl/NJAFdI About Lydia's Marketing: I help companies develop effective brand, marketing and content strategies. Affordable B2B marketing and communications consultation and support for startups, small and medium businesses, and marketing agencies across the globe. -Brand, marketing and messaging strategy -Marketing planning and implementation (inc. digital marketing and social media) -Content and communications -General advice and guidanceTRANSCRIPT
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I am trying to get to the next level with our marketing and there’s lots to do! What should I manage in-house and what should I outsource?
I am trying to get to the next level with our marketing and there’s lots to do! What should I manage in-house and what should I outsource?
Process and framework
Industry and customer research
Executive and employee roundtables
Brand &
Messaging Strategy
ContentMarketing
Sales/Marketing Alignment and
Integration
Digital Marketing,
Data and Operations
Analysis and documentation
Thought partner for conclusions and decisions
Assessment and gap analysis
General advice on best practices and
current trends
Content strategy and planning process
Customer interviews for case studies
Research and data collection for blog posts and other
thought-leadership content
Writing support
Creative ideas for design and delivery
Production (e.g. videos, slideshows,
presentations, infographics)
Data infrastructure gap analysis and roadmap
Organizational structure and roadmap
General advice and guidance
Training and internal workshops
Strategy and playbook to improve, e.g. > Strategic use of buyer personas> Integration of sales and social media strategies, a.k.a Social Selling> Messaging consistency> Integration of content and sales tools
Critical specialists that are only needed a short while, e.g. for: > Marketing automation integration> SEO/SEM strategy> Website user experience design
MARKETING OUTSOURCING CONSIDERATIONS FOR B2B COMPANIES IN THE DIGITAL AGE
Much depends on your company’s size, budgets and goals but this can be a good starting point for what to consider.
These are just a few suggestions based on common scope of work for B2Bs that are saying to themselves:
“I need to figure out or refresh our brand strategy, unique value proposition, and message.”
“I need to get our company into the 21st century with the latest B2B best practices such as content marketing, social selling, lead nurturing, and marketing automation.”
“ I need to rethink my marketing organizational structure through the lens of data, technology and marketing operations (vs. my current lens of traditional media, tradeshows, email and public relations).”
“ I need to align our marketing and sales functions toward a common goal.”
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