So you own a business, you’re an entrepreneur, or you help manage a company — and you’re contemplating the benefits of hiring a marketing agency, but you’re torn.
If any of these apply to you, then we need to have a little chat:
Marketing is increasingly responsible for more and more. More productivity, effectiveness, leads, sales, etc. Marketing teams are feeling strapped with limited resources, smaller budgets, and there isn’t adequate training available. If you keep your entire marketing team in-house, you could wind up spending your entire budget on payroll and still not have all of the skill sets (or results!) needed. On the other hand, if you outsource all of your marketing, quality control becomes a concern. All industries are struggling with this dilemma and it’s something that every company, manager, and employee should weigh carefully.
Despite the challenges of finding performance-based agency partners, marketers are outsourcing at record rates. According to Accenture’s “Turbulence for the CMO,” Marketing Executives are turning to a large mix of agency partners and marketing service providers, outsourcing between 45 and 75 percent of marketing activities.
Deciding whether to hire in-house marketers or a marketing agency has the potential for predictable, scalable revenue growth. If you’re on the fence, here are our top 8 reasons to consider outsourcing some of your marketing to an agency like JET.
What if you could have predictable, effective marketing systems that generated and nurtured sales leads? By outsourcing some of your marketing, you get marketing talent, leading-edge strategies, shared experiences, and
access to advanced marketing technology.
The marketing skills gap is very real. 75% of in-house marketers say their lack of skills is impacting revenue in some way, and 74% say it’s contributing to misalignment between the marketing and sales teams, according to Oracle.
Clearly, the game is changing and marketers need to master the new rules. An agency helps you bridge this gap, and provides a team of diverse people that have the education and the experience.
And, one marketing person can’t do it all (nor should they). And if they do, can you afford them? With an agency, you get access to a dynamic mix of new and seasoned professionals with proven backgrounds in business strategy, marketing, content marketing, communications, business strategy, graphic design, web design, internet marketing, social media, SEO, etc. Because of these vast skill sets, they add great value when they contribute where needed.
Fixed cost are huge. People, systems, and facilities account for the largest part of the internal marketing budget. And the cost of a bad hire can easily cost a company over $200,000 (Calculate it here).
By comparison, marketing agency resources don’t need a full-time salary, benefits, or other overhead. When you hire a good agency, that team should provide a wide-range of strategic, tactical, and technological skills.
By outsourcing some or all of your marketing activities, you not only save your money in salaries and overhead, but our Exclusive Marketing Partners can also save you money in direct purchases on marketing programs (e.g., printing, media buys, advertising, marketing technologies, etc.). By leveraging their suppliers, a good outsourcing partner can save a company 10–30 percent in their overall marketing spending.
In-house marketing departments are often technology-deprived, or they have a mixed assortment of incompatible marketing technologies. While companies have access to over 4,000 marketing technologies available to them, how do they know which ones to pick? It’s often the case that marketing organizations are at the bottom of the IT department’s priority list, so there might be a lack of support and guidance. A marketing agency that can provide you guidance as well as implementation service and support are extremely valuable.
Marketing tools increase efficiency, productivity, and performance. There are tools you can find for free or of little cost, but often they are limited on producing results. But agencies give you access to premium-level services, software, and analytical data reports. Access to top-of-the-line technology in the marketing realm will not come equipped with your very own in-house marketing manager. Remember that.
Some companies try to get around hiring in-house marketers, social media personnel, content writers, and SEO experts by just having existing employees pick up the slack. Dumping the marketing burden onto existing employees (who may or may not be skilled in the area) increases the likelihood of burnout and reduces productivity in the long run.
If you outsource some of your marketing needs, you maintain momentum with critical projects — they’ll never fall to the wayside, drop to the bottom of the priority list, or get lost in the mix. And when employees leave the company, they will most likely take the project assets with them (in the form of tribal knowledge). When you outsource your marketing activities, you have one centralized team as your partner.
It’s the marketing leader’s job to produce results, including drive quality sales leads, increase website traffic, build followers and subscribers, yet they often lack the skills, technologies, and strategies to pull it off.
Forrester Research stated in its report, “B2B CMOs Must Evolve or Move On,” that 96% of marketing leaders believe the breadth of skills required to succeed in marketing has increased, and 44% say they can’t find the right combination of people and skills in the job market.
Agencies like JET provide a unique, holistic approach that allows clients to launch multidisciplinary campaigns with one “highly qualified contact.” Your dedicated resource is accountable for strategy through deployment. You don’t have to train your existing staff members because your agency has the depth and breadth of skills needed.
When the economy tightens, companies tend to cut costs. Marketing is often the first to go because they are seen as a “discretionary” expense. And when times are good, marketing often gets more funding. It goes against the objectives of the CEO responsibilities, and that’s maximize stakeholder value.
Under a traditional in-house operation, the only way you can increase the output of your marketing team is to hire more employees. Agencies like JET already have cross-functional professionals on the core team that have been senior management with some of the top agencies, design firms or companies in the world.
Digital marketing agencies must constantly be up to speed and follow the latest developments across digital marketing trends on a regular basis (this applies to traditional, too). It is part of their job description.
What in-house marketer has time to read up on all the latest social media, SEO, technology, content marketing, and branding news? Usually, they are so buried in day-to-day tasks, there is no room to continuously grow, change, and evolve. The majority of reputable digital marketing agencies take education very seriously. JET invests time to stay ahead of the latest trends, tools, technologies, and strategies to serve you better.
It’s easy for in-house Marketers to lose sight of the big picture. They tend to be immersed in the day-to-day activity and wearing many hats. The vision has escaped them.
Sometimes you can get too close to your business and not see your marketing strategies, programs, or materials from your audience’s perspective. Even though you may know your business inside and out by living and breathing it each day, your perspective is still one-sided. To market successfully to your current audience — and capture new markets — you need to step out of your shoes and into your target markets’ or customers’ shoes . Having a group on the “outside” supporting your needs helps to give you the customer’s perspective — which as we know, is really the most important.
Companies can realize the following benefits by hiring a performance-based marketing agency:
Contact JET today, and we’ll help you figure out which direction is right for you!