Know your limits and work within it!

There are, of course, lots of different ways you can market your products and services. All will fall into one of three main categories.

  1. DIY Marketing for B2B Businesses

The DIY approach is going to save you money in the short term but likely cost you in lost opportunities.

You miss out by not spending your time more wisely and you miss out because, unless you have expertise in a range of marketing disciplines, your marketing work isn’t going to be as good as a pro’s. (How often do you build a website? Or create a content marketing strategy? Do you really think you can do it better than a pro?)

Unless you have a depth of knowledge going into the process and the time to stay current on the latest techniques, a strictly DIY approach is going to cost you money.

  1. DFY – Done For You Marketing for B2B Businesses

The DFY approach eliminates those problems, but introduces others.

The experts you engage will have deep knowledge of their domains and will know the latest developments across their marketing disciplines. What they’ll lack is the institutional knowledge of your business. So, there will be a learning period during which results may lag, but as they come to know your business your marketing results will be stronger than you’re likely to get via the DIY path.

This may be the route to go if you simply don’t have the bandwidth to participate more fully in your marketing, as might be the case during periods of rapid growth.

  1. Collaboration – The Collaborative B2B Marketing Approach

The collaborative approach to digital marketing would be best in that it combines the better of two approaches. You provide your deep knowledge of your business, your customers, and your market; your marketing experts bring their experience and perspective.

This is true whether those experts are outside consultants or team members you add to your staff. In either case, the marketing team must be collaborating with all departments within your organization in order to succeed.

Marketing can’t happen in a vacuum. It must feed on — and have an impact on — the conversations occurring between your sales team and prospects, between your customer service teams and your clients, and within your product development teams.

Who Does What on the Marketing Team?

You definitely need a solid strategy, but you also need a clear plan for implementing that strategy and the resources to follow through on that plan. At the very least, a strategist needs to visit your front line team down in the trenches on a regular basis.

There are exceptions to these rules of thumb and you have to tailor your approach to your firm’s needs. Be sure you have someone in place leading the team who can guide you through all available options and possibilities, move you back and forth between initiatives as needs dictate, and who can help you integrate marketing into sales team activity and other initiatives.

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