Why In-House Marketing Teams Need to Partner with (the Right) Marketing Firm

Posted by Owen Matson, Ph.D. on March 24
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At the risk of breaking rule 1 of inbound marketing, I am going to indulge in what sounds like shameless self-promotion and tout the benefits of partnering with a professional marketing firm to support your in-house marketing goals.  Yes, in the interest of full disclosure, I happen to work at a firm that provides just these kinds of services.  But, in all honestly, I can't imagine how internal marketers get by without the extra help.  Digital marketing has grown too complex, too specialized to manage effectively without the added bandwidth and expertise of an experienced partner.

And here's another thing that leaves me baffled in utterly slack-jawed amazment: I don't get how many companies believe it’s more costly to partner with a firm than to keep marketing in-house.  I've looked at the numbers.  The in-house option just doesn't calculate.

Sure, the prospect of partnering with a digital marketing firm comes with a lot of questions.  However, finding the right fit for your brand can result in a host of excellent benefits. Now, there's 2 essential requirements here:

  • You need to find a firm that understands your brand, your product and your industry.
  • You need to find a firm that takes the time to know your company culture and values--in other words, a firm that acts as an extension of your internal team.

One's you've find a firm that meets the above criteria, the partnership brings profound benefits.  Here's a few: 

YOU’LL HAVE ACCESS TO SEASONED EXPERTS.

This is probably one of the most obvious perks of using a digital marketing agency: your marketing strategy will be informed by a crew of seasoned marketing experts. Even better, each one of these experts is likely to specialize in a niche area of marketing – from analytics, to content, to SEO – making their collective expertise a pretty potent cocktail. In addition, their years of experience means there’s no ‘figuring it out phase’; they’re geared up to dive straight into driving brand awareness and generating leads from the get-go. 

EVERY MARKETING ACTION WILL FORM PART OF A CLEAR, MEASURABLE STRATEGY.

The best digital marketing agencies create tailored marketing strategies that not only outline proposed strategies, tactics and campaigns, but also pinpoint clearly defined end goals. These end goals should be ROI-focused and 100% measurable. Measurable, ROI-focused goals – like those based on things like revenue or conversions – ensure accountability and marketing success.

A SET OF READY-TO-GO, TRIED-AND-TESTED PROCESSES.

Outsourcing to a digital marketing agency saves you the trouble of learning the hard way: through trial and error. When you work with an agency, you’ll have immediate access to tried-and-tested, established processes, resulting in a smooth, hassle-free onboarding experience and fewer teething problems going forward.

YOUR MARKETING WON’T SUFFER AS A RESULT OF STAFF PROBLEMS OR ANNUAL LEAVE.

One of the keys to successful marketing is consistency. The problem, of course, is that marketers aren’t machines, they’re people – and people need to take breaks. When staff are sick or on leave, or when a massive, ‘all-hands-on-deck’ internal event throws everything else off track, marketing suffers. A great example of this is content production . You can’t suddenly stop blogging for a few weeks over the festive season. If you do, Google will notice and your organic rankings will take a hit as a result. Opting to use an agency means that you never have to worry about staff leave or gaps in delivery. To put it bluntly, that’s their problem. 

YOU’LL BENEFIT FROM YOUR AGENCY’S UP-TO-DATE INDUSTRY KNOWLEDGE.

As an in-house marketer, it’s almost impossible to keep abreast of all the latest news, updates and developments in the tech and marketing industries. The plain fact is that there’s simply not enough time in the day for one person to keep on top of it all. This is unfortunate, as you risk missing out on developments in marketing technology that could really revolutionize and streamline your digital marketing efforts. Digital marketing agencies make it their business to keep their finger on the rapid pulse of the tech and marketing industries. What’s more, it’s their job to decide which new analytics platforms or tech developments are worth investing in (not to mention figuring out how to use them properly).

IT’S EASIER TO IMPLEMENT BIG CHANGES.

Having an experienced digital marketing agency on your side makes big changes, like rebranding your entire website or implementing a marketing automation platform like HubSpot, a lot less daunting. While it might be your first time trying something new, they’ll be old hat and able to share insights and advice for making the process much more manageable.

YOU CAN COUNT ON ONGOING OPTIMIZATION.

Because your digital marketing agency needs to constantly prove ROI by delivering on proposed end goals – or you might cancel your retainer! They’re genuinely interested in, and committed to, continually optimizing your strategy for best results. Outsourcing your marketing means there’s less risk of stagnation or neglect.

GREATER FLEXIBILITY OF SCALING UP AND DOWN

While the needs of every business are different, one thing that remains common in startups is that things can change quickly. Building an internal content team involves the risk of hiring quickly while scaling and having to layoff the staff while scaling down. With outsourcing, your budget is the only limiting factor. So if the cash flow tightens, you can cut back the hours or the amount of work. Alternately, if business picks up, the work can be increased. Most content contractors understand this, helping you concentrate on your business and preventing you from dealing with unhappy employees.

Once your company has determined how you should outsource your marketing needs, it’s time to hit the web, do some research, and engage in a few conversations with agencies that could bring value to business.

Get in touch to learn more about the path to outsourcing your B2B marketing services .

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Topics: Marketing Services, inbound, B2B Content, B2B Social Selling, B2B Digital Marketing

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