Figure out or refresh my brand strategy, unique value proposition, and message.
Get me into the 21st century with the latest B2B best practices such as content marketing, lead nurturing, and marketing automation.
Rethink my marketing organizational structure through the lens of data, iceland cell phone database technology and marketing operations (vs. my current lens of traditional media, tradeshows, direct email and public relations).
Align the marketing and sales functions towards a common goal.
Until you’re sure of the type of help you need, it’s difficult to know when you should outsource vs. hire. However, below are some commonly used cases for outsourcing that may resonate with your situation, along with some different options that may be worthy of your consideration.
Brand Strategy and Messaging
Some leaders have a well-defined marketing strategy, but are unable or are too close to the business, to develop a brand strategy and messaging framework that map tightly to customer insights and behavior.
Sometimes it’s helpful to hire a brand strategist
who can drive a well-oiled process that is proven to get you what you need. Once done, the resulting framework can be handed off to various departments in the organization to implement and manage.
Another option is to use a permanent marketing strategist who can drive the process; allowing that person to outsource various details of strategic planning such as research, customer focus groups, executive roundtables, and data analysis.
Sales and Marketing Integration
In B2B there has been more focus in the last few years to better integrate marketing and sales functions given the impact of the Internet in helping potential buyers with their research and educational process.
This can inform a strategy for marketing communications to play a bigger role in helping the company to “get found” online and to support the sales process. It can also inform a need for sales teams to play a bigger role in education and thought leadership during the beginning stages of a buyer’s journey.
There are many consulting firms that specialize in helping companies align their marketing and sales (as well as technology) functions to the B2B buyer’s experience and towards data-driven activities.
You may consider hiring a consultant to help with gap analysis and strategic planning to determine the level of integration and alignment needed to meet business goals.
A consultant who specializes in sales/marketing alignment can also offer training and internal workshops to help everyone see the value in this new paradigm and learn best practices.
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