As marketers, what are we afraid of?
Will my campaign yield the desired results? Will the launch happen smoothly? Are we going in the right direction? Will the stakeholders like the content that we create – presentations, brochures, white papers? Is the content aligned to the overall messaging? And what should be the value proposition?
Predictability is a rare phenomenon in almost all the fields – economic, business, regulatory, environmental, and financial. However, the expectations of the results from marketing department never tend to cease. The fear of meeting these expectations forces marketers to either micro-manage their full-time or contractual staff, consuming the bandwidth or increase their apprehensions due to lack of control whenever the activity is outsourced to an agency.
You try to hire staff to get the work done but ‘the more the better’ does not always apply in a marketing scenario. Hiring costs are increasing day by day, while marketing technologies and skill sets have proliferated in various directions – planning, social media, SEO, CRM, Email marketing, Website and many more. Coping up with this dynamism in marketing is a big challenge.
The other option is to outsource your critical activities to agencies, considering that they are specialists in the domain. However, this does not necessarily guarantee a satisfactory outcome. Many a time you end up with frustrating reviews to uncover the needs that aren’t understood properly, wasting considerable amount of time and resulting in costly project overruns. And you need to go through the nightmare of following-up and regularly keeping a track with these agencies, to ensure they have understood your requirements, and monitor progress.
Managed marketing services (MMS) model could be an effective answer to these challenges. This model brings together the best of both the worlds [contracting and agency], enabling major benefits to marketers –
- Co-Creation – The cloud based technologies and marketing automation tools enable a virtual workspace that aids in discussing, participating, and monitoring the progress of your marketing project. This virtual workspace enables you to track the entire customer journey across your website, social media interactions, email campaigns, and provides insights with inbuilt marketing analytics. The seasoned marketers and technologists from the MMS provider can configure your campaigns in the virtual workspace, while you focus on core priorities and still do not lose insight of your critical marketing campaigns, and execution.
- Affordability – the Managed Marketing engagement provides an opportunity for marketing executives to experience the latest tools and technologies and decide on their relevance without having to spend enormous amount of money to deploy them in-house. Organizations can pilot campaigns using newer tools in the market prior to considering long-term investments.
- Availability & Predictability – this model can free up time and resources for marketers to focus on strategic areas and customer centricity initiatives. The data captured by the marketing tools empowers you to be informed, and with every step tracked, enhancing predictability. You get more time in hand, and take proactive steps based on data & insights to achieve results.
The Managed Marketing engagement results in increased predictability, and overcoming the perennial marketing fear of delivery due to lack of bandwidth and control.