For CEOs of scaling organisations, kickstarting and maintaining marketing success can be a challenge. Considering your options for B2B tech marketing can help.

Understanding your market and target audience. Launching strategies. Accessing marketing tools and skillsets. Tracking progress of marketing campaigns. These are all difficult to overcome without the right support and capacity.

But where do you begin? With SMEs accounting for 99% of UK businesses, many organisations are simply unable to invest in a full capacity, in-house marketing team. This leaves them unsure of where to start, leaving strategies unoptimised and Heads of Marketing working beyond capacity.

These organisations could consider hiring an outsourced marketing agency. Outsourcing your B2B tech marketing could deliver quick strategy execution, and cost-effective tools that encourage growth.

The right solution for scaling technology companies should provide a clear pathway in line with the company’s growth. As the company gains clarity on its strategic focus and solution application, the support should be flexible enough to evolve from a primarily outsourced marketing department to a hybrid model, before becoming a strategic in-house powerhouse. 

Evolving marketing departments; the right solution at the right time 

Outsourced agencies are a cost-effective solution for businesses that cannot invest in an end-to-end marketing department. They can also buffer larger businesses with marketing teams, and alleviate the pressures that come with scaling a B2B tech marketing strategy.

From offering accessible foundations needed for quick ROI with SMEs to providing expert support and capacity for larger businesses, outsourced approaches can easily evolve alongside businesses to provide flexibility and support when necessary. This makes them a practical approach and component within any marketing strategy. 

For these larger businesses, a hybrid approach is a great option. An outsourced agency can integrate with and augment your internal capabilities whatever the size, engraining themselves with internal teams. Ideally, they’ll fill important skill gaps, or provide a fresh perspective, rather than stepping on your team’s toes.

With the flexibility and scalability offered by choosing to outsource marketing, agencies are the perfect fit for any business wanting to expand their reach, perspective, and audience. They offer five distinct benefits: 

1. Access to capacity and experience 
2. Better agility for growth  
3. Quicker time to value  
4. Access to strategic perspective 
5. A future-proofed approach to scaling 

Benefit #1 – Access to capacity and experience 

Traditionally, when businesses begin to invest in their marketing efforts, their gut reaction is to hire a Marketing Manager. They might expect them to create a strategy, and then deliver the roles required from a full marketing department. This includes content marketing, design, campaign management, managing social media platforms, and much more.

However, the demand and effort of a single team member managing and coordinating all of these marketing activities is unrealistic. 

By combining an internal marketing lead role with an outsourced agency, businesses can reduce their stress and capacity. They can also access a suite of marketing tools, experience, and an independent perspective.

Now, alongside that single marketing lead, the businesses gain content writers, social media executives, SEO tools, campaign managers, designers, web developers, and more – all with their own tools and years of experience in strategic marketing and infrastructure development, with a focus on accountability and ROI. Most importantly, it gives the CEOs the strategy, plan and visibility of results they crave. 

Hiring an outsourced marketing agency can provide organisations with a wider breadth of skills, knowledge, experience, and specialities.  

And it’s not just experience and tools that businesses can get access to, but also capacity. With a diverse team able to take on a greater set of tasks, outsourced agencies can remove the pressure on in-house teams. 

Benefit #2 – Better agility for growth 

Another key benefit is the avenues available for growth.  

Hiring any individual, such as a CMO, takes time. There will be months of advertising, interviewing, and training – ultimately delaying your agility to grasp at marketing opportunities. With in-house processes demanding time and resources, success depends on agility, alignment, and perspective. 

In comparison, an outsourced agency can provide the experience and viewpoints of working with many other CEOs in the same position.  

With a focus on executing your strategy and expanding potential projects, outsourced agencies can increase your capacity and resources on-demand. 

By working with agencies with proven experience and track record, this dramatically reduces the window for execution and therefore growth. A senior hire may cause a lag of potentially three to six months. On the other hand, outsourced agencies can be up and running within days. This reduces the timescales needed for growth dramatically.    

Benefit #3 – Quicker time to value 

An in-house approach will need considerable time for onboarding and execution. Before you can take action, you will also need to do lots of research and investment. In contrast, an outsourced agency is well equipped to deliver valuable marketing campaigns almost immediately.

This allows businesses to get the most return on investment possible, with agreed deliverables, strategic planning, and detailed research being conducted at speed. Organisations can hit the ground running.

Benefit #4 – Access to strategic perspective  

Working with many different organisations, executing strategies, and collaborating with many different sectors gives outsourced agencies a wide perspective to tackle any unexpected challenges, risks, and issues that arise.  

From scaling in specific sectors, to sourcing unique opportunities, such as guest blogs with other partners, the wide perspective can allow businesses to grow quickly and in relevant fields. 

Benefit #5 – Future-proofed scaling  

Conventionally, the core offering of an agency will be to provide lead generation and conversion, enabling business growth. This means their aim is also to give you the infrastructure and tools you need to develop in the long-term – potentially shifting into becoming a hybrid talent pool alongside internal teams. 

From familiarising organisations with the importance of analytics to introducing CMS, CRM, and SEO tools, outsourced marketing agencies can equip businesses with the ability to scale. Because these are lasting implementations, you’re also more likely to grow naturally and sustainably, even after your agency contract ends. 

Reduce your overheads with outsourced marketing.

This guide compares the costs and services of in-house and outsourced marketing. You’ll get a full break down of potential expenses and some tips for minimising your costs!

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We aim to empower businesses to develop their brand, building audiences, and leveraging new opportunities for growth.  

For more information on how an outsourced approach can benefit your organisation, get in touch with us for a free initial consultation.