“We need to do some serious marketing, but where do we even begin? How do we ramp up for rapid growth?”
Busy CEOs tell us they feel overwhelmed when it comes to marketing.
That’s not surprising because modern B2B tech marketing takes a lot more than pretty brochures and tchotchkes with your company logo. Today’s marketing teams leverage a dizzying array of disciplines and technologies to create revenue machines that drive measurable results month after month, quarter after quarter.
So how do you build a revenue generation machine for an early growth company? Here are some questions to determine whether you’re on the right track:
- Do you have a solid value proposition and compelling messaging?
- Do you have clearly defined customer segments by industry and/or personas?
- Have you identified key competitors and how your products stand up against theirs?
- Do you have an SEO optimized website that converts visitors to leads consistently?
- Have you begun advertising and promoting your products online?
- Do you leverage events to interact directly with prospective customers?
- Do you actively use social media to engage with influencers and prospective clients?
- Do you have defined processes to nurture web leads into sales readiness?
And a marketing automation system to implement nurture campaigns and grade leads?
- Do you have a systematic sales process to turn leads into customers?
And a CRM system to facilitate and track this process?
What skills do you need to build a fully functional revenue machine:
- Great storytellers, copywriters and content creators who also deeply understand Google’s constantly changing search algorithm and its affect on web traffic
- Digital advertising experts who can craft ads for multiple networks and master complex analytics to optimize each campaign
- Graphic designers who can use images to persuasively educate customers about complex products
- Social media ninjas who can monitor, participate and lead online communities for your brand
- Public relations experts who can maintain relationships with key journalists and pitch stories effectively
- Sales strategists (since over half of prospect education happens in the marketing funnel instead of the sales funnel now)
- Business analysts who can calculate the business impact of complex channel, product, pricing and promotional strategies
- Technologists who can master a growing set of technologies – Websites/CMSs, landing page hosting tools, HTML, email systems, CRM/SFAs, SEO tools, PR databases, research tools, lead databases, social media management tools, marketing automation systems, SaaS integrations, Office, the Adobe suite and dozens of diverse analytics and dashboard tools to keep track of it all.
Investing in your Marketing Team
There are three key investments you’ll need to budget for when building a strong internal marketing team:
People The cost of your marketing team has three key components: people, tools and training. A really good, deeply experienced full stack marketer who can develop an effective marketing strategy and handle the full array of marketing tactics typically costs a company $130-175K per year in salary and benefits – if you can find one.
This is a far cry in both breadth of skills and cost than the marketing coordinator/marketing specialist ($40-75K) that companies typically choose for their first marketing hire. It costs a lot less out of the gate to hire a kid who’s a year or two out of school, but you pay indirectly in lost efficiency while they figure out the stuff they don’t know.
Tools Specialized marketing tools can cost thousands of dollars per month. For a full marketing program you’ll need web hosting, a CRM, marketing automation, webinar/online meeting tools, an email marketing system, project management, social media management tools, SEO reporting and analysis tools, a PR database, a sales database, a landing page hosting tool, graphic design software, a stock photo and video library, etc. There is substantial saving when the cost of tools can be split across multiple marketing teams.
Training is crucial for your marketing team’s success. Marketing technology and best practices change quickly. What worked two years ago could get you banned from Google today. Modern marketers have to keep up on the latest opportunities and tactics in order to wring maximum ROI from their marketing budgets. When MaaS marketers work on a variety of projects and have access to a centralized set of tools, their speed of learning increases and the cost of training is split across multiple marketing teams.
What if you could just “turn on” marketing?
Our Marketing as a Service program offers a cost effective way to manage the increasing complexity of modern marketing, enhance your internal marketing team’s capabilities, and rapidly adapt to changing marketing priorities as your company grows.
For one predictable monthly fee (plus your ad/promotional spend) we provide all the expertise and all the technology to design and implement a full branding, lead generation and sales support program. It’s an easy, turnkey solution to a complex, difficult to manage area of your business.
VelocityMarketing.com’s Premium Marketing as a Service Program includes:
- Turnkey technology systems: CRM, marketing automation, analytics and reporting,
- Logo and identity design
- Messaging and branding
- Marketing plans and calendars
- Advertising campaigns
- Email marketing
- Social media outreach/community building
- Website design & maintenance
- Search engine optimization
- Robust content marketing programs
- Lead nurturing
- Sales funnel and process design
- Sales training
- Metrics tracking
When should you consider a Marketing as a Service program?
Your First Marketing Hire
We strongly recommend that companies consider a marketing as a service program instead of hiring a junior marketer to “take care of marketing.” Early marketing implementations typically require wildly divergent skill sets – go to market, messaging and branding strategy, identity design, web development, marketing technology deployment, community building, etc. Our MaaS team approach provides access to senior marketing strategists and subject matter specialists plus the cost savings of junior team members and shared tools and training. When your marketing needs are changing rapidly, it can be very stressful and inefficient for one person to manage all of them.
Supporting a One-Man/One-Woman Band
If you do have a single internal marketing resource, Marketing as a Service engagements can be a great way to fill in missing skills and add helping hands for faster, easier project implementation. Our MaaS team approach provides access to specialists who can advise or complete tasks at the direction of your marketing manager.
Incrementally Expanding Your Marketing Team
As your marketing program grows in complexity, you’ll naturally add specialists to manage different aspects of it. Marketing as a Service engagements can give you access to specialists in areas you are not quite ready to hire a full time specialist to manage. It can be an efficient, cost effective way to ease into new marketing program areas.
Have a special project? Is a team member going on maternity or paternity leave? Need someone to keep the trains running in while you find a replacement for a team member who’s been promoted or poached by another firm? Marketing as a Service engagements can help you fill in the gaps as needed.