When it comes to building a successful B2B marketing team, CEOs have several options to consider. These include whether to hire an in-house team, outsource to marketing agencies, hire a Fractional Chief Marketing Officer and marketing team, rely on contractors and freelancers, or opt for a DIY approach.
Each option has its benefits and challenges, and choosing the right model depends on the company’s specific needs and goals.
Here is an overview of each marketing model, along with their advantages and disadvantages, and when to use each approach:
Hiring an In-House Marketing Team
Hiring an in-house marketing team involves recruiting and hiring a full-time Chief Marketing Officer (CMO) along with a team of marketing professionals. The advantage of this approach is that the CEO has direct control over the team and its activities. An in-house team allows for close collaboration, alignment with company culture, and immediate availability for strategic decision-making. However, this model can be time-consuming, challenging to find and retain top marketing talent, and can require a significant long-term investment.
Outsourcing to Marketing Agencies
Outsourcing marketing functions to specialized marketing agencies is a common option for B2B companies. Marketing agencies offer expertise in specific areas and can be hired to handle various aspects of the marketing strategy and execution. While outsourcing can provide access to specialized skills and resources, it can also result in fragmented efforts and challenges in managing multiple agencies. Finding a marketing agency that excels in strategic planning can be difficult, as many agencies focus on specific tactics rather than holistic marketing strategies.
Hiring a Fractional Chief Marketing Officer & Expert B2B Marketing Team
The Fractional Chief Marketing Officer (CMO) model involves hiring a part-time or outsourced CMO who provides strategic marketing leadership. This approach gives CEOs access to senior B2B marketing expertise without the full-time cost. Some Fractional CMOs also offer outsourced marketing teams to implement and manage the strategy. This model provides an instant marketing leader and team, allowing companies to jumpstart their marketing efforts. It offers flexibility, scalability, and cost-effectiveness, making it a great option for B2B CEOs who want strategic guidance and immediate marketing impact.
Hiring Contractors and Freelancers
Engaging freelancers or contractors can be a cost-effective way to access specialized skills on an as-needed basis. This model allows B2B companies to tap into specific expertise without committing to long-term contracts. However, managing freelancers and contractors can be challenging, especially when multiple projects are interconnected. Without a senior marketing leader in place, coordinating and aligning their efforts can lead to disjointed and inconsistent marketing activities.
Do-It-Yourself (DIY) Marketing
In smaller companies, the CEO or other team members may take on marketing tasks themselves. While this can save costs initially, it can be time-consuming and may not yield the best results without a strong marketing background. Adding marketing responsibilities to the sales team can also lead to a lack of focus on sales and disjointed marketing efforts. DIY marketing is most suitable when there are limited resources available and a basic marketing approach is sufficient, but it may not be scalable in the long run.
Choosing the right marketing model is a critical decision for B2B companies. Each approach has its advantages and challenges, and the choice depends on factors such as budget, resources, expertise, and growth goals. Hiring an in-house team provides control and immediate collaboration but requires significant investment.
Outsourcing to marketing agencies can give you access to specialized skills but can also result in fragmented efforts if you don’t have a senior marketing leader on staff to manage their efforts. Engaging a fractional CMO and team combines strategic leadership and cost-effectiveness. Hiring contractors and freelancers provide on-demand expertise but requires management. DIY marketing suits smaller companies with limited resources but may lack scalability.
By carefully assessing your company’s needs, resources, and growth objectives, you can determine the most suitable marketing model that aligns with your goals and sets your B2B organization on a path to marketing success.
Next Steps: The CEO’s Ultimate Guide to Building an Expert B2B Marketing Team in Today’s Complex Marketing World
To help you make important decisions around your B2B marketing investment, we’ve created a comprehensive 33-page eBook: The CEO’s Ultimate Guide to Building an Expert B2B Marketing Team in Today’s Complex Marketing World
In this eBook, we walk you through the six most important questions B2B CEOs need to answer in order to build their first marketing team and choose the right B2B marketing model for their stage of business:
- How Do You Know It’s Time to Invest in Marketing?
- What are B2B Marketing Best Practices?
- How Has B2B Marketing Become More Complex?
- What Are the Top Challenges in Getting Started in Marketing?
- What Does a B2B Marketing Team Look Like?
- Should You Hire In-House or Outsource?
You can download the eBook RIGHT HERE
If you have any questions about this blog post or the eBook or would like to schedule a consultation with myself and Jen Kelly, NIM’s Founder and one of the Fractional CMOs to get more guidance around your next steps in marketing, you can send her an email or book a consultation time.
Nicole Croizier is the lead Fractional–CMO at New Initiatives Marketing Inc. Take charge of your marketing success today with us as your Fractional CMO + Marketing Team. Since 2009, we’ve been supporting mid-size b2b businesses worldwide through effective implementation and execution of marketing strategy. Not ready? Sign up and learn from our monthly newsletter.