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OUTSOURCED MARKETING V THE IN HOUSE APPROACH
The Decision Process
What is the plan?
What marketing tools
are required?
Does my in house team
have experience of those
tools?
Is my marketing
department resourced
effectively to deliver the
plan?
Who will manage the
process?
Cost Comparison.
The Plan
Fail to plan and plan to fail.
Who has the expertise to build a strategic marketing plan?
Start with the basic marketing questions.
Analysis.
Think through various scenarios and decide on a way forward.
Set objectives.
Build a plan – what is to be delivered, on what timescales.
Plan first before deciding how to resource that plan
The New
Inbound – Pull
• Content – Copywriting / editing.
• Information Websites.
• Search engine marketing.
• Customer research.
• Blogging.
• Content delivery channels.
• Email opt in.
• Seminar.
The Old
Outbound – Push
• Advertising.
• Print & Direct Mail.
• Telemarketing.
• Email marketing lists.
• Brochure websites.
• Exhibitions.
Marketing Tools
Skills and Resources
• Content sourcing, editing and copywriting (including blogging).
• Marketing strategy
• Strong planning and project management skills.
• Websites marketing skills.
• Detailed knowledge of best practice search engine marketing.
• Customer research expertise and segmentation skills.
• Expertise in social media and other content delivery channels.
• Expertise in analysis tools and data analysis.
New inbound marketing skills:
Outsourcing Advantages
• In depth knowledge of strategy and planning.
• Plug the skills gap on a short or long term basis.
• Breadth of skills.
• Depth of experience.
• Flexible – Deal with peaks / troughs in demand.
• Potentially lower cost.
Further Reading
Get in Touch
Inbound B2B marketing tools and techniques http://bit.ly/1cbMXjR
What is content marketing? – An overview http://bit.ly/1iohTii
Download a typical B2B inbound marketing process http://bit.ly/1aOmaHK
Striga Consulting
Contact Phil Smith – Chartered Marketer, MCIM
Tel : 01670513378 Email : [email protected]
