How to Determine if Fractional Marketing Is Right For Your B2B Company

Fractional marketing is a popular approach to marketing for B2B companies, especially those in the SaaS space. By tapping into the expertise of specialized professionals who operate on a part-time or contract basis, companies can enhance their marketing capabilities and drive growth. This approach not only accelerates company development but also proves to be a cost-effective and efficient solution. However, the success of collaborating with fractional marketing leaders is influenced by factors such as company size, stage, and priorities. Don’t fret, though - this blog post is your ultimate resource for understanding everything you need when contemplating this strategy.

So, let’s start with the basics! 

💭 What Is Fractional Marketing?

Fractional marketing involves delegating some or all of a company's marketing functions to proficient professionals operating on a part-time or contract basis. These fractional marketers are seasoned experts who offer valuable insights and guidance, particularly in crucial areas such as:

• Defining Your GTM Strategy and Messaging 
• Building and Scaling Your Marketing Team 
• Increasing Your Presence in the Market
• Accelerating New and Existing Customer Growth 
• Why consider this approach? Glad you asked! 

Why consider this approach? Glad you asked! 

Let's break it down ✨

For Start-ups and SMBs: Fractional marketing can be a cost-effective approach for those who don't have the budget to hire full-time marketing professionals and/or have the need for a full-time marketing team yet. 

For Mid-Market and Enterprise:  It offers a flexible solution for larger companies that need additional support for specific marketing campaigns or initiatives.

🎉 Benefits of Fractional Marketing

Alright, now let’s dive into the benefits for YOU. We have listed the top 5 value-adds below: 

Improved ROI: Fractional marketers can help companies improve their return on investment (ROI) by providing expertise and guidance on how to optimize their marketing efforts. This can result in increased revenue, higher conversion rates, and better customer engagement.

Expertise: Fractional marketers are typically highly experienced professionals who can provide expertise across all areas of marketing. This is great for startups and SMB. You can also find specialized marketers to support a specific area or function, which is great for the larger companies. 

Cost-effective: It’s often more cost-effective than hiring full-time marketing professionals. Fractional marketers typically work on a part-time or contract basis, which means companies only pay for the services they need.

Flexibility:  Allows companies to scale their marketing efforts up or down as needed. This flexibility is especially important for small to mid-sized companies that may not have the budget or need for a full-time marketing team.

Time-saving: Fractional marketers can help companies save time by handling specific marketing tasks or campaigns. This frees up in-house marketing teams to focus on other important initiatives.

❓ Is Fractional Marketing the Right Fit For You?

Now that we have discussed the benefits of fractional marketing, let's dive into how to determine if it is the right fit for your company. Start by answering these questions: (be as honest as you can!)

• Do you see sweet ROI from your marketing efforts?
• Is marketing aligned with the rest of the organization? 
• Do you have a marketing director leading the charge on your companies GTM strategy?
• Do you have a specific project that requires additional support for a specific period of time? (large event, company or new product launch, rebrands, etc..) 

If your answer to these questions echoes a resounding "no" or a hesitant "maybe", fractional marketing might be just what ya need! Fractional marketing will benefit your business as you consider your growth goals. Keep reading to learn how to find the right fractional marketing support. ⬇️

If you found yourself nodding "yes"- Congrats, you're killing it! You are already on the right wave length. This means your marketing team has developed initiatives to drive sustainable growth! Fractional marketing can act as an extension of your team for specific projects that are outside of your normal campaign mix. 

🤝 Support for Fractional Marketing

So, how do you find the right fractional marketing support? It can be overwhelming when looking for external support, so we broke down the essentials for you. (yeah, we're cool like that 🤷‍♀️)

Goals and objectives: What are your ideal outcomes from this partnership? Do they have a track record of successfully achieving those with other companies? 

Industry experience: Have they worked in your industry and solved the problem you are facing? 

Experience level: Fractional marketers vary in expertise level. What skills and experience will best support your growth goals? 

Budget and Timeline: Are you and the fractional leader or agency aligned on a budget and timeline to accomplish the goals and objectives? 

By evaluating these key areas and asking the guiding questions, you will be able to determine the best match for you and your business. 

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In conclusion, fractional marketing support can be a great value-add to your company. How and when it shows up is dependent upon size, stage, company objectives, and growth goals. 

Before we bid adieu, here are a few takeaways to inspire quick action: 

Evaluate Marketing ROI: Reflect on your current marketing processes! Did you see ROI on marketing investments in Q1? What worked and what didn’t? 

Look at Team Size: Is your team all set and good to go? Do you have the right size team to support the growth that marketing is responsible for? 

Are you looking to utilize fractional marketing for your company? Reach out, we would love to chat with you! Let's discuss how we can make waves, amplify your impact, and scale together. It's time to make magic happen - are you in? 🌊✨

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