Back in the day, the B2B sales process was already as complicated as it could get. Phone calls had to be made. Nurturing went from days, weeks, months, and beyond. Research into your prospect’s organization just added to the pile (all the while you had to be wary about how your prospect was digging up the dirt on yours).
Today it’s implied that the marketing end has at least been made easier thanks to technology. But for all the ease that comes with all the new tools, are you sure your B2B marketers have everything they need?
Sure, email and social media have replaced practically all phone conversations that weren’t at the length and scope of a conference. Websites have made it harder to hound prospects with outbound marketing tactics while almost forcing you to consider simpler inbound strategies. More and more marketers are realizing the need to hybridize themselves, work smarter instead of harder, or fall dangerously behind.
Still, having all those tools doesn’t necessarily mean you have everything. Trying to hybridize your marketing while scaling is obviously more than a one-man effort. And even in the case of inbound strategies, research into your organization could be drastically more intense because you now have to track how you’re being looked into on the internet. There’s a lot of work to do, even for a team of hybrid B2B marketers.
The good news is that outsourcing is one way for all of you to stay sane. When you lack the time to recruit the people who will actually go out there to tap site viewers or follow-up on inquiries, asking another firm’s help is the fastest alternative.
You might wonder though if these people have just as much an understanding of hybridization as you do. Well, what if they don’t actually have to? What if all they really need is:
- Consistent delivery – If all you need is someone who can make the calls or take note of the emails, plenty of lead generation companies offer twice that much. Looking at a larger picture of how different channels interact can make it tough to micro-manage each one without suffering lack of consistency. A single-minded focus from an outsourced employee can fix that.
- Openness to feedback – Single-minded they may be, it doesn’t have to mean they’re closed to feedback. On the contrary, a good service provider is always open to learning new ways for its employees to do better jobs. Jobs might be simpler, more straightforward but the capacity to adjust according to a customer’s need is another way to reduce micro-managing.
- Quick to fix setbacks – Along with feedback is a dedication to fix mistakes. Making mistakes might be part of business but fixing these mistakes must also follow. The mark of a good provider is one knowledgeable enough about their services to identify flaws.
It’s good that there are plenty of marketers these days who are thinking of diversifying their skills. However, it works even better if you diversify their resources as well. Only then can you really say that they have everything.