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Is There Any Value In B2b Marketing Advice And Support?
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With so much free marketing information available online is it still worth buying in external B2B marketing advice and support? This article attempts to answer that question by comparing the in house approach with outsourcing part (or all) of the marketing function.

As companies have come to appreciate the value of pull (content) marketing more and more information is published on line. Of course a proportion is poor quality but the majority represents valuable educational material and how to guides on a wide range of marketing subjects. A wide range of resources including webinars, blogs and articles are available (mostly free).

In the fast moving world of marketing (particularly online) there will always be gaps in the knowledge base of an in house marketing team. Requiring in house personnel to actively keep up with the latest published information can deliver real benefits. Traditional marketing training courses (even those delivered by the professional bodies like CIM) struggle to keep up as course material can be outdated within months.

The benefits of an in house marketing team over outsourced marketing services include

• In depth knowledge of market and customers.

• Detailed knowledge of products and services.

• Close integration with other departments (e.g. the technical department).

• Fast reaction time.

These benefits can also have a negative impact on a business. An external marketing support organisation may deliver an independent assessment of products, customers and markets delivering value by identifying opportunities and potential threats. An in house team, many of whom may have grown up with the business, often find it difficult to take a step back and understand the overall picture.

Outside marketing advice organisations are not burdened with internal politics, interactions and relationships between departments. They are not bogged down in internal meetings and wasting time dealing with day to day business issues not directly related to the marketing function. Outsourced B2B marketing organisations tend to employ experts in a range of marketing disciplines who are up to date with current practice. They may therefore often be faster to deliver than an in house team and deliver a higher standard of work.

Outsourced marketing providers can be switched on and off as a situation demands, dealing with one off specific tasks or peaks in demand that are difficult to resource in house. They may also offer a more consistent approach to delivery than an in house marketing team distracted by other internal business issues.

An in house marketing team may therefore be the best approach if they keep themselves up to date with the latest marketing knowledge and techniques. However, external B2B marketing advice and support can still offer real value at the strategic level, when a fast reaction or delivery is required and when specific knowledge is missing from the in house team.

Street Talk

Interesting information, thanks Phil!

  about 9 years ago
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