Considering the current context of constant performance pressure, some B2B businesses have chosen to centralize all of their activities in-house. Â
This approach may appear comforting, or even cost-efficient in the short term. Nevertheless, it involves several blind spots that slow down growth, dilute your efforts and expose the business to some serious risks.Â
This is why outsourcing your marketing management often represents a solution that is much more cost-effective, efficient and strategically sound.
The Illusion of Cost-Savings: Major Hidden Costs
Doing everything in-house often appears to cut down costs until you analyze the true cost of:
- inefficiency
- time lost
- missed opportunities
An in-house team that is not specialized in marketing will need extra hours to achieve average results.Â
Worse still, it runs the risk of missing innovative and proven solutions. Â
According to a study by Deloitte, 59% of businesses outsource tasks to reduce costs and be more effective.
A Lack of Specialized Expertise
Modern B2B marketing is technical, it is a demanding field that is constantly evolving.Â
SEO, ABM strategy, digital content, CRM, brand creation or revitalization, each area requires specialized skills. Â
An in-house unspecialized team cannot compete with dedicated experts.
By giving the overall strategy to employees without the necessary training or tools, you are sacrificing performance for added control. Â
A study by McKinsey found that businesses that consult digital marketing experts outside their company have a 20% to 30% better return on their investment.
Tunnel Vision: Absence of Strategic Outlook
There is no external perspective, bringing a critical and strategic outlook, to identify blind spots, brand incongruities, or opportunities waiting to be exploited.Â
An outsourced marketing team will act as a catalyst that enables B2B businesses to:Â
- break down silos
- realign their positioning
- tackle markets with a strong differentiating angle
An Internal Structure That Is Resistant to Change
Markets evolve quickly. Platforms transform. Buying habits change.Â
In-house teams often lack the responsiveness to adapt to these changes, due to a lack of time or resources.Â
According to Forrester, 68% of B2B businesses that outsourced part of their marketing saw improvements in terms of responsiveness and execution.
Outsourced marketing management comes with responsiveness. You benefit from a team with expertise that is varied, available on demand and without HR’s administrative burden.
Less Motivated and Overworked In-House Teams
Asking your in-house team to do everything leads directly to excess mental workload and loss of motivation.Â
Not only does it impact the quality of your team’s work, but it also increases the employee turnover rate and weakens the employer brand.
A Gallup report showed that an overworked employee is 2.6 times more likely to look for a new job within 6 months.Â
By collaborating with an external agency, your in-house talent can focus on tasks with higher added value and recharge their batteries.
Brand Stagnation
Without a well-defined brand strategy or clear objectives, marketing efforts are diluted.Â
Your brand image becomes vague, your message loses its impact and your differentiating factors disappear.Â
An out of house marketing team will help you build a brand strategy that is:
- Clear, memorable and believable
- Designed to inspire confidence for prospects and retain your customers
- Conducive with your aims for growthÂ
