Unfortunately, the role of marketing hasn't gotten any easier over the last couple of years. Marketing budgets are tight, customers are reluctant to part with their own dollars, and competitors are everywhere (with new ones springing up almost daily). What's a VAR, ISV or MSP to do without breaking the bank?
It might be time to consider an outsourced or virtual marketing director for your firm if your VAR/MSP business experienced the following in 2012 (I'll get to the cupcakes in a minute):
- 1. Fell short of your revenue goals.
- 2. Sales pipeline is less than "robust".
- 3. Your intended "nurture" strategy of communicating frequently with prospects didn't produce qualified leads.
- 4. Inconsistent marketing "touches" to your in-house database resulted in customers purchasing elsewhere.
- 5. Your marketing strategy is, well, non-existent. Goals, objectives, tactics, and results reside in someone's head or on the back of an unused cupcake napkin.
One option that has paid off for some partners is to add a virtual (outsourced) marketing director. Of course, it goes without saying that they need to know the fast moving world of technology, but also have extensive B2B marketing experience so there's minimal ramp-up time.
The benefits to a partner firm can include:
- Accessibility to expertise in marketing strategy and implementation
- An unbiased, outside perspective on your business
- Minimize the impact of staff reductions
- Maintain the momentum of critical projects
- Draw on outside experience from those who know what works and doesn't work in the channel
- Budget friendly cost
- No expense for benefits such as healthcare, 401(K), or office space.
- No need to supply cupcakes, coffee, or birthday cakes for this person!
If the challenge of marketing to prospects and customers to drive more revenue isn't your skill set, or you just don't have enough time in the day to manage it in addition to your other roles, it might be time to consider adding a non-cupcake eating virtual marketing director. Download a case study to learn how The Partner Marketing Group can be a valuable marketing resource to your team.
By Cheryl Strege, President of The Partner Marketing Group