Modern marketing require a dizzying array of marketing skills. From strategy to execution, many skills are required by companies with a business-to-business (B2B) target market. Most small size companies have no one dedicated full time to marketing. Mid-size companies may have only 1-5 full-time resources in marketing. Even if you have a few people on your internal marketing team, it’s not likely that all the required skills will be represented on your team. That’s why partnering with a B2B marketing agency makes sense.
Every company needs marketing, so why not hire internal resources to perform marketing tasks? The challenge is that there are so many skills required in a modern B2B marketing department: branding, marketing strategy services, go-to-market messaging, copy writing, graphic design, website design, content creation, email marketing, social media marketing, search engine optimization (SEO), content marketing, lead nurturing, lead scoring, and more.
It would be nice if you could find employees who are experts in three or four of these areas, but that’s easier said than done. You’re simply not likely to find someone who is a great designer and a great writer who also knows SEO. You might find people who know a little about everything, but are you willing to settle for so-so writing or so-so graphic design? How about settling for so-so strategy? If so, better be ready for so-so results.
It makes more sense to partner with a solid B2B marketing agency that can provide you will most of these services. The advantage of working with one agency rather than several agencies or individuals is that they will learn your business. If they provide you with marketing strategy services you won’t have to teach them about your strategy when it’s time to create a white paper or design an email campaign. A good marketing agency will learn your business and operate as an extension of your business. You’ll have the specific expertise you need when you need it, but won’t be paying for it when you don’t need it. After all, you don’t need any given skill every day, but you do need one of them almost every day.
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