1.
I am trying to get to the next level with
our marketing and there’s lots to do!
What should I manage in-house and
what should I outsource?
MARKETING OUTSOURCING CONSIDERATIONS
FOR B2B COMPANIES IN THE DIGITAL AGE
Executive and
employee roundtables
Process and framework
Brand
&
Messaging
Strategy
Industry and
customer research
Analysis and
documentation
Thought partner
for conclusions and decisions
Assessment and
gap analysis
Sales/Marketing
Alignment and
Integration
General advice
and guidance
Strategy and playbook to improve, e.g.
> Strategic use of buyer personas
> Integration of sales and social media
Training and
internal workshops
strategies, a.k.a Social Selling
> Messaging consistency
> Integration of content and sales tools
General advice
on best practices and
current trends
Digital
Marketing,
Data and
Operations
Data infrastructure
gap analysis
and roadmap
Critical specialists that are only needed a
short while, e.g. for:
Organizational structure
and roadmap
> Marketing automation integration
> SEO/SEM strategy
> Website user experience design
Content strategy
and planning process
Creative ideas
for design and delivery
Customer interviews
for case studies
Content
Marketing
Writing support
Production
(e.g. videos, slideshows,
presentations, infographics)
Research and data collection
for blog posts and other
thought-leadership content
These are just a few suggestions based on common scope of work for B2Bs that are saying to themselves:
“I need to figure out or refresh our brand strategy, unique value proposition, and message.”
“I need to get our company into the 21st century with the latest B2B best practices such as content marketing,
social selling, lead nurturing, and marketing automation.”
“ I need to rethink my marketing organizational structure through the lens of data, technology and marketing
operations (vs. my current lens of traditional media, tradeshows, email and public relations).”
“ I need to align our marketing and sales functions toward a common goal.”
Much depends on your company’s size, budgets and goals but this can be a good starting point for what to
consider.
Lydia’s Marketing & Communication
Consulting Services
Practical, no-nonsense, fast, and affordable
virtual marketing consultation and support
415.672.1870 | lydia@lydiamarketingconsulting.com | www.lydiamarketingconsulting.com