How In-House and Outsourced Marketers Can Work Together ...

In the past few years, the word ?outsourcing? has gotten a bad rap.? So much, that often I hesitate to use the word at networking events?or at least I?m quick to qualify it.? When you hear the term ?outsourcing,? you imagine you are getting a lower cost, lower quality alternative (usually thinking international also).? Well, outsourced marketing is a bit different. To be successful, you need to be super connected to your client and develop close relationships, so ?outsourced? is an odd term to describe Marketri, because at the end of the day we strive to be part of the client?s team.

As an outsourced marketing provider with a niche in small to mid-sized B2B professional service companies, a colleague and I we were recently challenged about our value proposition.? The person said, ?Well, why don?t we just hire someone in-house for X amount and be done with it?? Wouldn?t that be more economical???? The short answer is, usually not!? Small to mid-sized companies who don?t have the capital to build an entire department, can use an outsourced marketing firm ? and they are essentially able to tap the expertise of a marketing strategist, writer, coordinator, plus specialty consultants (designers, programmers, SEO professionals) with a single point of contact.? Personally, I?ve been on both sides of the fence (previously in-house working with an outsourced and now outsourced working with in-house marketers).?? I?ve never met a person who could successfully wear all those hats.

Having access to an entire marketing team for the cost of less than one senior level hire is a great benefit to many firms.? But ? can firms who already have an in-house marketer also benefit from this model?? Absolutely!? And how can outsourced and in-house marketers work best together?? Let?s discuss some best practices.

Create a Team Environment

A successful marketing effort is based upon a cohesive relationship, where the greater good of the firm is the common goal and everyone (including inside marketer, outsourced marketing team members, partners and other key professionals in the firm) is on the same team.?? In my experiences, working with in-house marketers has been greatly positive.? Because in-house marketers of small to mid-sized firms tend to be mid-level and getting direction from many senior level staff, most welcome our partnership.? Creating this cohesive relationship can be accomplished by clearly identifying both goals and roles /responsibilities for all parties at the get-go, and reinforce them by staying mindful of the common goals.

Play to Strengths

When developing a marketing plan, it?s best to take a full inventory of the in-house marketer?s strengths.? For instance, if he or she has a graphic design background, we?d want to leverage this and in turn save any costs of using an outside designer.? If he or she was a public relations major, we?d want to shift that area to that person and take on items that are not as well supported. ?It?s important to keep this in mind to streamline processes and get the most value with the firm?s budget.

One universal strength an inside marketer has is a close working relationship and daily access to all the firm?s professionals involved in the marketing effort. ??Once the marketing plan is developed, keeping staff members engaged in the effort is one of the most important elements of pushing the plan forward. And leveraging an in-house marketer with the push effort serves to ensure successful plan execution.

Creating a Mutually Beneficial Situation

In-house and outsourced marketing efforts are not mutually exclusive; in fact they can be mutually beneficial!? The outsourced firm can provide specific expertise to untapped areas and of course, the broader ?outside consultant? view, bringing new, fresh ideas and can leverage a network of specialty subconsultants, often at discounted rates.? The inside marketer is often able to get the inside scoop, ensuring staff is connecting with the tactics, and is able to streamline the effort of pushing tactics forward since they have full daily access to most of the team.? This allows the outsourced marketer to focus on areas that are not as well supported in-house, ultimately offering a greater value.

At the end of the day, it?s all about being a valuable resource for the client and creating long-term relationships.? I would love to hear from both in-house and outsourced marketers? experiences or concerns about working with one another!?

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