We’re well within the last quarter of 2017, and most of you are probably already making the final touches to next year’s marketing plan. If your strategy involves working with a B2B marketing services provider but you’re not sure which marketing initiatives to outsource and which ones to keep in-house, we’ve got you covered. This post goes over six potential areas in your marketing program that an agency can help you out with.
Outsourcing part of your marketing efforts to a reputable third-party agency brings tremendous advantages. When you place specific marketing tactics at the hands of experts, you get better results at practically lower cost. In fact, outsourced B2B marketing services outperform in-house activities by as much as 43% in terms of productivity.
So which activities should you let an agency do for you? Here’s a list of six possible B2B marketing services to outsource next year:
Pay-per-click tactics remain one of those things in marketing that sound simple in theory but are really hard to nail down in practice. It’s very easy for inexperienced marketers to mess PPC campaigns up with the wrong approach. The challenges begin to pile up even higher once you take ad-blockers and declining conversion rates into account.
Navigating all these things can quickly become a full-time job. Unless you have the resources to bring new full-time PPC specialists, you’re better off outsourcing your paid search initiatives.
There’s a very interesting Inc. article that argues why business should avoid DIY branding. In a nutshell, the article says that branding is best left to the experts because, too often, non-specialists don’t even understand its basic concepts and that branding does need some outsider viewpoints.
That’s why if you’re lining up some branding initiatives for next year, you’ll probably get better results if you let a talented branding company do it for you.
- Demand Generation
Demand generation strategies typically consist of top-of-funnel activities that drive interest and awareness. That’s why it’s a prime outsourcing candidate for organizations that want their marketing and sales teams to focus more on high-value activities such as conversion and closing.
An ideal demand generation solution provider offers B2B marketing services with functional expertise and industry knowledge. While the cost savings alone can already be a good reason to choose the outsourced path, the important benefit that demand generation agencies deliver is value.
- Lead Generation
Ascend2 estimates that 8 in 10 B2B marketers outsource part or all of their lead generation campaigns. That’s because as lead generation becomes increasingly tied to revenue generation, the pressure to deliver results is mounting.
This trend indicates that organizations find it difficult to meet the needs of a changing marketing landscape with the resources available in-house. The main criterion for choosing a third-party lead generation agency is their ability to identify and convert prospects with purchase intent.
- Lead Nurturing
Shouldn’t you nurture leads with the people and processes you have in-house? Yes, but there are a number of ways a B2B marketing services company can help you with lead nurturing, too. This is particularly true for organizations which have yet to lay down the right infrastructure, such as marketing automation platforms.
Even for companies with a mature tech stack, an experienced marketing partner can still make all the difference in the world.
- Appointment Setting
Most B2B marketers start out with the lofty goal of “keeping the sales calendar full”, but only a few have a clear idea of exactly how to get there.
That’s why it’s an excellent idea to partner with a B2B marketing services agency that does finding, qualifying, and booking sales appointments for you. Appointment setting offers a clear path toward keeping your sales team busy and productive, and an experienced third-party partner gets you there faster.
Knowing what marketing programs to outsource is a key part of the planning process. This often boils down to your objectives and your budget. Working with the right partner lets you tap into a rich pool of experience, technology, and connections which would otherwise be out of reach on your own.