B2B Marketing Blog

Written by Lisa Shepherd
on August 08, 2017


B2B small and mid-size companies often discover that the critical factor to achieving success (e.g., growing revenue through higher sales revenues) is an effective, efficient, and dynamic sales department.  However, cold calling is yielding lower results and marketing can fill that gap.  71% of companies say closing more deals is their top sales priority. (HubSpot, 2017) and prospecting is the most difficult part of the sales process for salespeople. (HubSpot, 2017) (Source: https://www.hubspot.com/marketing-statistics)


Inbound marketing can help fill that gap. Since we know marketing is critical, what is the best way to build a marketing department and what are the advantages and disadvantages of outsourcing?  Here is what you need to consider before making that decision.

Consider your budget before recruiting

You will need to hire experienced marketing professionals and support them with the tools (e.g., designers, web developers, copy editors, software) they need to create and execute against a well-defined and effective marketing plan. Their competitive salary coupled with healthcare and pension contributions are costs that every company needs to consider before recruiting.  Alternatively, outsourcing one’s marketing department may be more cost effective.  You won’t have to pay for vacations or sick leaves, health care plans, or re-hire for the position should the employee choose to leave. The marketing agency is responsible for those costs so that you as a business owner can run your company most efficiently and protect your bottom line, while knowing your marketing plan is executed flawlessly without any interruptions.

Industry/Company Expertise vs Marketing Expertise

Many companies have a belief that hiring an internal person whom they would train on their products and services is a better approach than hiring a marketing agency that they have never worked with.  The advantage that a marketing agency provides is years of expertise, proven methods and a diversity of leadership present at most agencies.  Most agencies include experienced consultants whom are not only able to provide fresh, innovative ideas, but also can leverage they have seen work for other companies in your sector.  The agencies range of expertise coupled with your knowledge of your business is a recipe for a successful and profitable partnership. 

What should your marketing plan look like?

HubSpot recently revealed the top marketing sales challenges and priorities businesses face.  They found that across the world SEO and organic growth is at the top of everyone’s list, however there is a shift where companies are getting a lot more exposure.  It is through content that is generated through their blogs and articles.1 Your marketing department needs to consistently upload your website with fresh content on a monthly basis, while ensuring the other pieces of the marketing plan are executed on time and effectively. This is one of the main reason why B2B companies hire marketing agencies. They bring a team of experts that includes writers and designers, copy editors and researchers to consistently write compelling thought leadership pieces that would get their audience’s attention.

Filling in the Strategy Gap

Filling in the strategy gaps for companies who have already hired or looking to hire a good tactical in-house marketer is one of the most intelligent and best business practices we see as an agency.  We have the tools and the expertise needed to do a thorough competitive analysis and suggest marketing tactics that companies may miss in their strategy. Boost your marketing efforts by hiring an agency to work with your marketing professionals to build the strategy or elements of the foundation that is needed for a successful marketing plan.

You can spend hours in trying to figure out how to market your products.  Or you can give us – the B2B marketing experts! – a call and start the conversation around what you need and how we can help in providing you with the best marketing support.  Leverage our range of expertise in B2B marketing and allow us to provide you with a detailed plan highlighting how we can get you ahead of your competitors.  We will help contribute to your bottom line by feeding your sales department with hot leads while saving you time and money on staffing. 

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