If you’re reading this, you’ve probably run into one of the two constraints – lack of expert talent or a thin budget.
As an entrepreneur, I understand that most decisions in business are a trade-off. You either delegate for more autonomy or pull strings for a closer look.
But, when it comes to Marketing, especially B2B Marketing, both approaches make equal sense. After all, your brand and sales are firmly dependent on this one vertical.
So, how do you choose one?
It’s quite simple, really. You only need to look at three factors – your strengths, your goals, and your resources.
When to Build An In-House B2B Marketing Team
1. It’s Already Working
If you’ve already established in your domain and are overwhelmed with leads, then looking elsewhere is not for you. I mean, why would you fix what’s not broken?
On the other hand, if that’s not the case then, there is something amiss.
It could either be a resource that has been skipped or a platform that is looked over. Either way, identifying that missing piece is what you should be focused on. More often than not, B2B Marketing teams collaborate with agencies to get a fresh set of eyes on everything.
2. You Have The Budget And Time For It
When you’re in the B2B industry, it isn’t easy to see how someone else can even begin to understand your business. In such scenarios, where your work is “too difficult to outsource,” onboarding a dedicated resource shall be in your favour.
If you can afford to spend a considerable amount of time and money on training and supporting the resource then, there are traditionally no bounds to what you can achieve.
Although, it is essential to note that one person is never enough. Marketing has ample space to accommodate a whole army. Plus, you can’t place all your bets on one employee either. What if they up and leave tomorrow?
3. You Can Do It All
As someone who’s been in the trenches long enough, I’m sure you know what works and what doesn’t. Plus, if you have prior experience in brand building and thought leadership Marketing, nothing like it.
Hiring employees to handle the nitty-gritty while you map out the road for your company is the way to go.
But, this is bound to add to your troubles. Leading an entire department while managing the organisation will leave you burned out. Plus, there is the case of complexities with the B2B industry that doesn’t necessarily accommodate all strategies.
Switching to consultation with an outside agency to even get the right hires can be a load off your back.
When To Choose A Professional B2B Marketing Agency
1. Your Main Goal Is Growth
When you start to explore the options, you’ll realise they’re practically endless. There are social media platforms, emailers, blogs, paid promotion, SEO, PPC, and abbreviations you’ll probably lose track of.
Building from scratch can be an unnerving task, especially when you don’t know where to start.
With B2B Marketing agencies, they have already done their homework on everything. They know the road less taken and the one which leads you places. Plus, there is always a space for new recommendations and strategies.
I personally have done enough trial and error on my own agency over the years to know when money is being invested and where it’s being wasted.
Given a choice – would you lose time on experimenting or use someone’s proven experience and expertise?
2. There Is No Margin For Error
Hiring is always a dicey game, especially when you’re looking for someone permanent. Therefore, choosing an agency backs you up with all the necessary experience and expertise without the added risk of going wrong.
As part and parcel of the profession, marketers need to be on top of trends and strategies to stay relevant. This relieves you of the added training sessions and continuous follow-ups as well.
With the right team of professionals, not only will your risk be mitigated, but there shall also be an added advantage of tapping on and adapting to the market changes.
3. You Want Big Results Without Spending Big Money
Now we come to the biggest constraint of them all – budget.
As a B2B company, you need the right talent to bring your ideas to life without breaking the bank. Outsourcing gives you the power to do so at a fraction of the price of an in-house B2B Marketing team.
For any marketing campaign to take off, you’ll at least need a strategist, a content writer, a digital specialist, and a graphic designer. Considering the rise in pay packages these days, even the most inclusive agency retainer would be more affordable than the salary and benefits of a 4-person team.
Think of it as hiring a bunch of people together at a special discount!
Which One To Choose – Build Your Own Team or Outsource To An Agency?
Answer these three questions –
- What are your short-term and long-term goals?
- What are your marketing strengths (or weaknesses, if you can identify them)?
- What are the resources you currently have?
This 3-point answer should eventually lead you to the right decision.
Whether you go for an In-house Marketing team or outsource to an agency, make sure that your brand proposition is crystal clear to the professional you’re hiring to take care of it.
That being said, the true cost of hiring in-house professionals often goes over and beyond the bottom line. On the other hand, variables such as pricing, market expertise, and even the ability to build a great team can be managed with a Marketing agency.
Remember, it doesn’t need to be a mutually exclusive call. You can outsource some parts while retaining others to create a perfect balance too.
With enough research and ROI evaluation, I’m sure you can find someone who pushes your brand in the right direction.
And if not, at Augmentis we are always here to give you a helping hand.
~ Swapnil Kulkarni