Why Some Business-to-Business Companies Outsource Their Marketing

For many small and mid-sized companies (SMBs), it's difficult to develop, plan and execute a marketing strategy. Limited resources are the main reason - there's isn't enough time time, money and expertise to get it right.  That's why some companies outsource their marketing.  But is it right for your company? 

Would you install a new furnace in your home, or replace all the plumbing yourself? Probably not. This is best left for professionals who specialize in these areas. You can try to save money and cut corners by doing it yourself - but chances are you will end up in trouble and have to call in a professional to clean up your mess, and get the job done right. 

This analogy holds true for marketing too.  Small and mid-sized companies often hire a junior marketer, thinking that it will save money. Unfortunately, it often doesn't work out that way. By hiring inexperienced individuals, costs can easily sky-rocket and strategic campaigns become infrequent or disorganized. In addition to the lack of expertise, the overhead to employ an individual full-time is costly - therefore negating the original intention of the hire.

Why not outsource?

With the increasing number of tools available and the complexity of integrated campaigns - why not leave it to seasoned professionals? I have seen a number of companies go this route with tremendous success.

Some of the benefits of outsourced marketing are:

1. Range of Expertise

Outsourced marketing firms are made up of seasoned professionals who understand strategy, tools and tactics in a variety of marketing areas. With dynamic changes in the marketing arena, a variety of expertise at your disposal is critical.

2. Lower Cost

It's amazing how often SMB owners think they are saving money by hiring a sole full-time marketing manager. Often times a salaried employee is unnecessary and the overhead is significant. Quality outsourced marketing firms can be placed on retainer at a fraction of the cost, with the benefit of more experience at your fingertips.

3. Strength in Numbers

Rather than hire an individual, why not have a team of professionals at your service? This allows for more integrated campaigns, a greater number of tools to deploy and increased flexibility.

4. Increased Efficiency

A team of marketing professionals will be able to churn out high quality marketing campaigns at a much faster rate than an individual manager. This makes for increased quantity and quality of marketing materials for SMBs.

Outsourced marketing has moved beyond SMBs as well, with many enterprises relying on specialists in various marketing domains to enhance their skills and performance. This is particularly relevant as new technology continues to provide opportunities for more effective marketing.

Business-to-business companies are constantly assessing their marketing requirements and plotting those requirements against current in-house staff. If the two don't match - it's time to outsource.