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b2b manufacturing marketing

Master B2B Manufacturing Marketing with These Tips

By B2B Digital Marketing, B2B Marketing Strategy, Blender B2B Marketing Blogs, Marketing Plan

In the dynamic world of B2B manufacturing, marketing can be a complex maze. Companies in this space face unique challenges, from intricate supply chain issues to global competition, long buying cycles, and specialized vendor requirements. For example, a manufacturer selling into the building materials sector may need to influence multiple stakeholders, including architects, engineers, contractors, and property owners, not to mention distributors or channel partners. That’s a lot of people who have to say, “Yes” to your marketing!

This complexity heightens the difficulty of marketing to multiple personas with different needs and tracking attribution amidst off-screen decisions that can sometimes span multiple organizations. However, despite these challenges, there are effective strategies that B2B manufacturers can employ to successfully navigate the marketing labyrinth. Here are proven tactics for your B2B manufacturing marketing.

Multi-Channel B2B Marketing: The Key to Success 

In today’s digital age, relying on a single marketing channel is a mistake. Even if one channel seems to be performing well, it may falter tomorrow. Diversify your approach now. By leveraging brand marketing, demand generation, and search intent marketing, you can “own” your space, both in search results and in your target audience’s mind (which is where your brand lives).

Platforms like LinkedIn, Google, and YouTube offer excellent opportunities for targeted advertising in B2B Marketing. Meanwhile, partnerships with publications can boost your brand’s visibility. Email marketing also remains a powerful tool; starting with a LinkedIn newsletter can be a great first step if you haven’t built a large contact database.

What about Google Ads? Search ads that bring people to you at the point when they are most likely to buy is invaluable for rapid lead generation. But don’t forget to bid on your own brand name as well since this can enhance your organic search visibility as well. Remember, ceding any ground to your competitors is not an option!

Harnessing Thought Leadership in B2B Manufacturing Marketing

Thought leadership is a potent weapon in the B2B marketing arsenal. Investing resources into speaking engagements and presentations can position your company as an authority in your space. Each expo, conference, or trade show you choose to attend should provide an opportunity for a presentation, workshop, or educational track. This is the #1 way to maximize your trade show spend. 

Building and marketing resources that aid your buyers’ progress is fundamental. For instance, in the architecture and building materials sector, topics like biophilic design and green roofs are gaining traction. By becoming a voice of authority on such subjects, one of our clients at Blender is seeking to influence a broad spectrum of entities, from “green city” non-profits to architecture firms. 

Engaging Sales Teams in Your Social Media Marketing 

Manufacturing remains a relationship-driven industry, making your sales team’s role in social media marketing crucial. They should be adept at making YOUR CUSTOMERS look great, spotlighting people, projects, products, and purpose. This can often mean sharing others’ content. Make this a measurable performance metric and streamline the process wherever possible for ease. 

Invest in training around social selling and make SURE your sales team knows the difference between selling and spamming (hint: social selling is about being social!)

Understanding the Sales Cycle and Customer Triggers

If you have a lengthy sales cycle, this leaves a LOT of time for attrition to happen. Don’t let people fall out of your sales funnel when you could be using digital marketing to nurture them instead. Explore ways you can help your buyers make progress toward their goals and how you can touch base in a way that is serving instead of nagging. Being an expert on trends and bringing real considerations to the table will set you apart. Reach out on social or via email with insights and resources that make you a partner in their progress.

Knowing Your Real Competition B2B Manufacturing Marketing

Identifying your competition is more than just knowing who they are. It’s about understanding what you’re being compared to, even if it’s not a one-to-one comparison. Even if you disagree with the comparison your buyers are making, it matters if that’s how they think. 

Make it your mission to understand what they are really buying and why. It might be a commodity that does the job “well enough” or an alternative product that solves the problem in a completely different way. 

Also, don’t think you know all the names in your industry. This is often not all of your actual competition when it comes to SEO and PPC. A digital audit may uncover other companies bidding on keywords in your space, even if they are selling something completely different. They are still your competition if they are spending on the keywords you want to “own” online.

Navigating B2B2C Complexities

In a B2B2C scenario, understanding market demand versus strategy for your buyers is key. You need to craft different messages, metrics, and strategic thinking for selling through your distributor. You cannot rely solely on your B2B buyers to create demand for you. Instead, you should share the responsibility for making your products highly desirable.

Dealing with Distributed Sales Teams/Distributors

In some cases, your real buyer persona might be your distributors and their sales teams. Salespeople aim to hit their numbers and will sell what’s easiest to sell and message. Creating a “marketing in a box” campaign is a fantastic way to help distributors or resellers move your product. This can include creating a documented buyer persona, messaging choreography (what to say when), a sales cheat sheet for objection handling, a web page, and an email series or set of outreach scripts.  

B2B Manufacturing Marketing Is a Solvable Problem

By implementing a multi-channel approach, leveraging thought leadership, engaging sales teams in social media marketing, understanding your sales cycle and competition, and navigating B2B2C complexities, you will see a major difference in your revenue, reputation, and resilience! 

The Marketing Blender is the best agency for manufacturing companies because they excel in today’s highly competitive market. We can be your partner in standing out, driving sales, and creating a robust B2B manufacturing marketing strategy. With the Blenders expertise, they offer comprehensive campaigns that equip distributors and resellers with the necessary materials and resources to effectively promote your product. By understanding your target audience and crafting detailed buyer personas, they ensure your campaign is tailored to reach the right customers. Trust The Marketing Blender and contact us to elevate your manufacturing business to new heights.

marketing plan template

How to Use Our B2B Marketing Plan Template Effectively

By B2B Marketing Strategy, Blender B2B Marketing Blogs, Marketing Plan

Maximize online success with a comprehensive marketing strategy that boosts your online presence, increases visibility, and drives targeted traffic to your website. Stay ahead of the competition by implementing proven methods, leveraging social media platforms, optimizing search engine rankings, engaging with your target audience, and crafting compelling content that resonates with your customers. With expertise and a tailored approach, achieve online goals and reach new heights in your digital journey. Enhance your B2B marketing plan with this free template.

B2B Marketing Plan Template

Goals for This Marketing Plan Template

The primary goal is to increase brand awareness and drive sales. To achieve this, a multi-faceted approach is taken. Firstly, the aim is to position as thought leaders in the industry through sharing valuable insights and expertise. This helps build trust and credibility and attracts potential customers seeking reliable information. Additionally, digital advertising is leveraged to generate leads and reach the target audience effectively. Targeted campaigns are employed to maximize reach and ensure the message resonates with the right people. 

Lastly, prioritizing customer education about products and services showcases commitment to providing value. Through these marketing strategies, success and a strong market presence are confidently expected.

Key Objectives of a Marketing Plan Template

Clearly defined key objectives serve as stepping stones towards achieving goals. These objectives are designed to guide progress in the right direction and ensure alignment with the overarching vision. Focusing on these objectives enables effective measurement of success and informed decision-making.

Each objective plays a crucial role in shaping the path and propelling towards success:

  1. Thought Leadership: Generating interest and awareness by presenting new ideas and becoming thought leaders in the field.
  2. Lead Generation: Using digital advertising and media to generate leads.
  3. Customer Education: Building credibility, authority, and rapport by educating customers about products and services.
  4. Sales Effort: Strengthening sales efforts by delivering value and staying top of mind.
  5. Closing Deals: Accelerating closing times and improving the ratio of deals won.
  6. Customer Loyalty: Rewarding customer loyalty and building brand champions.
  7. Marketing ROI: Creating a repeatable process for driving ROI from marketing efforts.
  8. Accountability: Implementing processes and accountability measures.

Sales Cycle Stages

The strategy is divided into three distinct stages that encompass the sales cycle. These stages serve as a roadmap to guide the sales process, ensuring efficiency and effectiveness in every step. By strategically segmenting the approach, efforts can be optimized and success maximized at each stage of the sales cycle.

  1. Awareness: Making potential customers aware of the brand and what is offered.
  2. Consideration: Helping potential customers consider whether the product or service is right for them.
  3. Decision: Encouraging customers to make a purchase decision.

Outcomes from Using Our Free Template

Implementing this plan anticipates several positive outcomes. Improved efficiency across operations allows streamlining of processes and effective resource allocation. Increased productivity enables accomplishing more in less time. Enhanced customer satisfaction is expected as improved efficiency and productivity translate into better products and services. Ultimately, realizing these outcomes builds confidence in the ability to achieve greater success in reaching goals and driving organizational growth. Increased brand awareness, more leads generated, stronger sales effort, faster closing times and more deals won, loyal customers who become brand champions, a repeatable process for driving ROI from marketing.

Tools and Tactics from a Marketing Plan Template

To achieve objectives, a wide range of tools and tactics are employed. These tools and tactics are carefully selected and implemented to ensure effectiveness and efficiency in reaching goals. By utilizing a diverse array of strategies, chances of success are maximized and challenges overcome. Commitment to utilizing the right tools and employing the most effective tactics drives towards achieving desired outcomes.

  • Educational Content: Utilizing blog posts, white papers, and webinars to educate customers and generate interest.
  • Digital Advertising and Media Campaigns: Using digital advertising and media campaigns to generate leads.
  • Public Relations and Outreach: Utilizing PR and outreach to build credibility and authority.
  • CRM Software: Managing and analyzing customer interactions and data using customer relationship management software.
  • Marketing Automation Software: Automating repetitive marketing tasks using marketing automation software.

KPIs to Track in Your Marketing Plan

Key Performance Indicators (KPIs) play a vital role in monitoring progress and success. These measurable metrics allow gauging performance and ensuring progress towards goals. By defining and tracking relevant KPIs, informed decisions can be made, areas for improvement identified, and continuous growth driven. Keeping a close eye on these KPIs serves as a compass on the journey to success.

  • Website traffic
  • Lead generation
  • Sales conversion rates
  • Customer lifetime value
  • Return on investment (ROI)

Assigning Personas in Your Marketing Plan

To gain a deeper understanding of the audience, identify the key personas that are the focus of your marketing efforts. These personas help tailor strategies and messages to effectively engage with the target customers. Developing a comprehensive understanding of their needs, preferences, and behaviors enables creating personalized experiences that resonate with each persona and drive impactful results.

Marketing Plan Template Completion

B2B Marketing Plan Template

This comprehensive and targeted digital marketing strategy is poised to drive growth, increase efficiency, and yield substantive, measurable results. By building on a foundation of thought leadership, customer education, and sales effort, and through the effective use of diverse tools and tactics, we aim to heighten brand awareness, generate leads, and foster customer loyalty.

Monitoring Key Performance Indicators (KPIs) will ensure that we remain on track and accountable to our goals. This template is flexible and adaptable to the unique needs and objectives of our business. As you embark on this journey, and look forward to seeing the positive impact and success that your efforts will undoubtedly bring. Contact us today to learn more about how we can help your company reach its full potential through innovative marketing strategies and solutions.

outsourced cmo

How Well Can an Outsourced CMO REALLY Know Your Business?

By B2B Messaging, Blender B2B Marketing Blogs, Fractional CMO, Outsourced CMO

Having a full-time Chief Marketing Officer (CMO) or marketing manager in-house certainly provides a sense of comfort. After all, this individual, completely immersed in your team, should ideally have the best understanding of your company’s intricate workings. However, “knowing your business” takes many forms, even within your existing team. That’s why outsourced CMO is something that many businesses are turning to. Here we will discuss the sub topic of relative point and its importance when it comes to outsourcing your marketing needs.

Knowing Your Offering vs. Knowing Your Business

There’s a significant difference between knowing the details of your offering versus comprehending your business, market, message, and differentiators. A fractional CMO can quickly become familiar with these aspects because they don’t spend months figuring out what to do. They are proactive, onboard themselves, and focus on how to achieve goals rather than just achieving them.

So, can an outsourced or fractional CMO attain the same level of connection and knowledge? The answer is a resounding yes. Here’s why and how:

  1. Understanding Your Market

Often, organizations have a massive blind spot when it comes to their market. There’s a difference between buyer personas and a market or sector. You can sell to anyone, but you shouldn’t market to everyone. 

Having a documented strategy is essential, and having an objective outside perspective is actually very valuable. A fractional CMO is going to bring a wealth of knowledge to the table that it is hard to see from inside the business.

  1. Grasping Your Message

Understanding your message involves recognizing real differentiators valued by the market, identifying attention triggers, comprehending brand tone and voice, and internalizing core values. An outsourced CMO is hearing you with fresh ears and is going to give you push back if something doesn’t make sense. 

They are committed to ensuring the success of your marketing since they know that this will determine how long they keep you as a client. In contrast, a full time, in house CMO often has to dilute their attention by focusing on the internal politics of the workplace and how it will impact their career.

  1. Evaluating and Optimizing Your Resources

One of the most challenging tasks in marketing is prioritizing. This includes managing human resources such as time and attention, establishing decision-making criteria, budgeting and calculating ROI, and being able to pivot and adjust smoothly and proactively. 

A fractional CMO already knows how to manage a blend of freelancers, internal team, external team, interns, and multiple agencies. You want this type of effectiveness when it comes to making the most of your resources.

Outsourced CMOs Dive Deep into Your Numbers

A proficient fractional CMO wants to know as much about your business as possible, whether on-site or remote. They will delve into your overall business structure, examine your profit and loss statement, explore all the ways you bring in and grow revenue, analyze your profit margins, and understand what’s most profitable.

In addition, they’ll want to know how you define success (e.g., revenue growth vs. profitability), how you plan to scale operationally if marketing/sales bring in more business, how sales compensation aligns with business goals, and your full business growth strategy.

Moreover, they’ll strive to understand your company culture, how your team works together, the business goals beyond revenue, and each executive’s objectives. All of this ties into being an effective Chief Marketing Officer for your business.

Inviting Your Outsourced CMO Deeper into Your Strategy

Unfortunately, outsourced CMOs are often excluded from critical business conversations – usually unintentionally. Businesses are used to outsourcing marketing activities to agencies, but an agency doesn’t have the responsibility for building and executing a marketing strategy; a fractional CMO does. Whenever you discuss growing and strengthening your business, your marketing executive should be included.

At The Marketing Blender, our outsourced CMOs help drive value for the companies we serve by participating in these critical conversations. You’ll find that a fractional CMO can indeed know your business in all the ways that matter for driving results around Revenue, Reputation, and Resilience.

Key Conversations That Should Include Your Outsourced CMO

Here are a few examples of the types of conversations to plug your fractional CMO into this year:

  • Talent Acquisition: Talent/employer branding ARE marketing responsibilities since they deal with communication and how your organization is perceived.
  • EOS® Quarterly Meetings: Include your CMO in any of your other strategy meetings where you are talking about solving problems with business growth and organizational health.
  • Mergers & Acquisitions: These decisions have a profound impact on branding and market opportunity as well as communication.
  • Exit Planning: Branding has a strong influence on business valuation, and your fractional CMO can find ways to improve your multiplier.
  • New Product Design & Development: You must build what your market wants, or it won’t sell. Who better to help you gather that intelligence than your marketing leader?
  • Board and Investor Meetings: Marketing is about communication, and your key stakeholders need to FULLY understand what you are trying to get across.

Many B2B business leaders still see Marketing as something on the periphery of the “core” of the company. But a skilled fractional CMO brings value across many areas of business strategy.

Outsourced CMO & Business Growth

In the evolving world of business, the role of a CMO is no longer confined to merely overseeing marketing campaigns. Instead, a skilled fractional CMO can contribute significantly across many areas of your business strategy. From talent acquisition and employer branding to EOS® Quarterly meetings, Mergers & Acquisitions, Exit Planning, New Product Design & Development, and Board and Investor Meetings, a fractional CMO can offer valuable insights and strategies that drive business growth and health. Contact us to learn more about how a fractional CMO can help take your business to the next level.

Gone are the days when marketing was viewed as something on the periphery of a company’s core operations. In today’s fast-paced and competitive market, successful businesses recognize that effective marketing is crucial for growth and sustainability. However, with constantly changing technology and consumer behavior, it can be challenging for a company to keep up and stay ahead of the curve.

This is where a fractional CMO (Chief Marketing Officer) comes in. By hiring an outsourced CMO, companies can tap into a wealth of knowledge and experience without committing to a full-time executive salary. A fractional CMO brings value across various areas of business strategy, making them an invaluable

why employer branding is important for recruiting

Why Is Employer Branding Important for Recruiting?

By B2B Messaging, B2B Talent Branding, Blender B2B Marketing Blogs, Brand Messaging, Company Culture

In the competitive job market of today, employer branding has become a critical component in attracting and retaining top talent. Employer branding is the image or perception of your company as a great place to work in the minds of current employees and active and passive job seekers. It’s the unique blend of values, culture, and company reputation that sets you apart from other employers. In this blog, we’ll delve into why employer branding is crucial in recruitment, its importance, strategies for enhancing it, and how to improve your employer branding for recruitment purposes.

Understanding Branding in Recruitment

Employer branding in recruitment refers to how your organization markets what it has to offer to potential employees. It’s about showcasing your company culture, values, and work environment to attract potential candidates.

A strong employer or talent brand plays a significant role in attracting potential candidates. It piques their interest and entices them to learn more about your company. It’s the first impression candidates have of your company, and a positive one can significantly influence their decision to apply.

Your employer branding strategy isn’t just about attracting potential candidates. It also influences a candidate’s decision to apply and accept a job offer. A compelling employer brand can convince candidates that your company is the ideal place to advance their career.

The Importance of Employer/Talent Branding in Recruitment

The importance of employer branding in recruitment cannot be overstated. A strong employer brand sets companies apart from their competitors. It makes your company stand out in the job market, making it easier to attract and retain top talent.

Moreover, a robust employer brand has a profound impact on recruitment costs and time-to-hire. Companies with strong employer brands often spend less on recruitment efforts because they attract more high-quality candidates organically. They also tend to fill vacancies faster because candidates are more likely to accept job offers from companies with positive employer brands.

Lastly, a strong employer brand leads to higher quality applicants and improved employee retention. Candidates are more likely to apply when they perceive the company positively, leading to a larger pool of qualified candidates. Furthermore, employees are more likely to stay with a company that has a strong employer brand because they identify with the company’s values and culture.

Employer Branding Recruitment Marketing Strategies

Employer branding recruitment marketing is about promoting your company as an attractive place to work. It involves showcasing your company’s unique traits and benefits to potential candidates.

One effective strategy is to leverage social media to showcase your company culture. Share photos of company events, employee testimonials, and behind-the-scenes looks at your office. These posts can give potential candidates a glimpse into what it’s like to work at your company.

Another strategy is content marketing. Write blogs and articles about your company culture, values, and what makes your company a great place to work. This type of content can attract potential candidates and convince them to apply.

How to Improve Your Branding for Recruitment

Improving your employer branding for recruitment involves several steps. First, you need to define your employer brand. What makes your company unique? What are your company’s values? Once you’ve defined your employer brand, make sure it’s reflected in all aspects of your recruitment process.

Secondly, use the right tools and technologies to promote your employer brand. This could include social media platforms, job boards, your company website, and recruitment marketing software.

Lastly, remember that everyone at your company plays a role in shaping your employer brand. Encourage your employees to share their experiences working at your company on social media. Their testimonials can be a powerful tool for attracting potential candidates.

Want to Work on Your Employer Branding?

A strong employer brand can set your company apart from competitors, reduce recruitment costs, attract higher quality candidates, and improve employee retention. By understanding the importance of employer or talent branding in recruitment and implementing effective strategies, you can enhance your company’s employer brand and attract top talent. So, start investing in your employer brand today, and reap the benefits tomorrow.

Get in contact with us at The Marketing Blender to learn more about creating a solid employer brand and taking your recruitment efforts to the next level. Our team of experts can help you craft a unique employer brand that showcases your company’s values, culture, and benefits in an authentic and engaging way. Remember, a strong employer brand is not just about attracting talent, but also retaining it for long-term success. Don’t miss out on this opportunity to stand out in the job market and become an employer of choice.

Employer Branding

What You Should Know about Talent Branding, Employer Branding, and Culture Branding

By B2B Marketing Strategy, B2B Messaging, Blender B2B Marketing Blogs, Brand Messaging, Company Culture

There’s a lot of confusion around employer branding, talent branding, and even culture branding in today’s B2B world. Here’s the truth. ALL of these terms are pointing to the same thing, which is how your brand is perceived by YOUR PEOPLE. The audience for all these forms of branding is your current and future team members. That is your “target persona” for the purposes of brand messaging. 

Here’s another truth. If the branding you use for marketing to customers and end users is completely different from your talent or employer branding, you are in trouble. Your B2B brand should represent your TRUTH in the marketplace, whether that target audience is talent or customers. If there is a disconnect, this will become evident and erode trust in your brand among all stakeholders, internal and external. 

Employer branding or talent branding is simply the facet of your brand that answers critical “What’s in it for me” questions for current and potential employees. These questions look like this:

  • “Do you care about me?”
  • “Do you align with my values?”
  • “Will you set me up for success?”
  • “Will you help me make progress toward my goals?”
  • “Will I be proud to work at your company?”

Note: Culture Branding is a slightly broader concept, since it may overlap with branding for your external customers. More and more, in the era of “tribal marketing”, people are making decisions about what brands to buy from based on values alignment. Capturing attention in the brand awareness stage and building long term loyalty is often easier when there is a cultural fit between a company and its customers.

Why Is Employer and Talent Branding Important?

Branding in this context is the process of promoting a company as an ideal employer to attract and retain the right talent and reinforcing a positive perception of the company among existing employees. It involves showcasing and promoting the company’s values, culture, compensation, and career opportunities to create a positive image in the minds of current and potential employees. The goal is to make the company a preferred choice for the best talent in the market. 

What Are The Components of Talent, Culture, and Employer Branding?

Employer, Culture, and Talent brand is about how a company positions itself as an organization or a team – and how employees perceive and promote the company. Here are a number of factors that inform and impact this type of B2B branding:

  • The stated purpose of the organization (mission, vision, purpose) or “Why” it exists
  • The values the organization expresses in daily action 
  • The character or personality of the organization as a whole
  • The type of work environment provided (from pay and benefits to the working location, leadership style, and atmosphere)
  • The visual elements and messaging used to communicate about the brand
  • The candidate and employee experience at each step when interacting with the organization
  • Internal communication (e.g., how you roll out communications to your people)
  • How people are rewarded and recognized 

In the B2B context, employer, culture, and talent branding hold significant importance. A strong brand can attract high-quality candidates, reduce hiring costs, and improve retention rates while increasing productivity and engagement.

You Can’t Dictate Your Brand Perception

While you have the ability to guide and influence your employer and talent branding, remember that it is also heavily influenced by:

  • Experiences, perceptions, and sentiments of the existing workforce (and ex-employees)
  • The perception of job candidates (regardless of whether they end up being hired)

In the digital age, current, former, and future employees all have many platforms at their disposal to shape your brand. This includes Google and Glass Door reviews as well as social media sites. 

How to Improve Your B2B Employer & Talent Branding

  • Invest in making the employee and candidate experience seamless and outstanding. 
  • Actively engage your talent to collaborate in building a positive brand presence. 
  • Make your internal communication just as intentional as your external marketing.
  • Showcase your people so they can shine and attract your next set of top team members.

Conclusion:

A strong employer or talent brand can significantly influence your company’s reputation. It can help attract high-quality candidates, reduce hiring costs, and improve retention rates. It can also positively impact customer perception, as companies with happy employees often provide better customer service. When your team feels valued and engaged, they are also more likely to become brand ambassadors for your organization, enhancing social reputation. Schedule a call with us today to learn how we can help you develop a strong employer brand and attract top talent for your company. Remember, investing in your employees is an investment in your brand’s success. 

fractional cmo rates

What Are Fractional CMO Rates?

By B2B Marketing Strategy, Blender B2B Marketing Blogs, Brand Messaging, Fractional CMO

Fractional CMO Rates vary from $200-300 per hour. Even if they are working with your business 10-40 per month, this is typically much less expensive than paying a fulltime executive salary plus benefits and other overhead. In addition, an outsourced CMO can onboard themselves quickly and you don’t have to worry about the cost of having to hire a new one every 2-3 years (the typical tenure of a B2B CMO).

What Makes a Fractional CMO a Cost-Effective and Strategic Option?

In the ever-evolving world of business, fractional CMOs (Chief Marketing Officers) have emerged as a popular choice for many organizations. A fractional CMO is a professional who offers their marketing expertise part-time or on a contract basis, providing businesses with strategic direction for a fraction of the cost of a full time executive. These seasoned professionals bring a wealth of experience and knowledge, making them an attractive option for businesses seeking to boost their marketing results and grow their revenue more aggressively.

How Much Does a Fractional CMO Cost?

Understanding fractional CMO rates is crucial for any business considering this route. This understanding aids in budgeting and provides a clear picture of the value proposition offered by a fractional CMO. Let’s dive into the fractional CMO hourly rate, how much it costs to hire a fractional CMO, the structure of their teams, and how to integrate them into your business.

If you’re concerned about how well a fractional CMO can really learn your business, watch this episode of The Marketing Blender Show!

Average Cost of Hiring a Fractional CMO

The average hourly rate for a fractional Chief Marketing Officer is typically between $200 – $300 per hour. You can expect that there will be an initial phase that requires more hours in order to research the competitive ecosystem, your buyer, and build the marketing plan and messaging. The ongoing costs once this is built will depend on the amount and type of work they will need to do or oversee. For larger companies entering new markets or structuring a system that can scale, hours might be 10-20 per week. For smaller companies where the CMO is helping with ROI, strategy and oversight, the hours could be as low as 10-15 per month. The key is to have clear conversations with your fractional CMO about how they will drive progress and what their assumptions are about what resources will be needed to achieve the milestones.

Additional Costs to Consider 

Hiring a fractional CMO involves several costs beyond their hourly rate. Expenses may include additional fees for specific projects (such as a new website or trade show booth), the need for tactical marketers (with lower rates) to execute the day-to-day requirements such as a graphic designer or digital marketer. Additionally, most companies need to budget for the media fees to advertise.

A great CMO should be able to help you budget and allocate resources and ownership to the appropriate people whether internally or externally. Their role is a leadership role where you should receive recommendations and plans to review and approve.

An experienced CMO will not need you to figure this portion out, but should be your guide to understand the investment, the best way to maximize your resources, and how to have clarity that will drive the results you need. A fractional CMO’s flexibility and expertise allows them to adapt to the needs and limitations of the business, fill gaps in the current team, and aggressively deliver results quickly to provide a significant return on investment.

When considering the return on investment, it’s not just about the direct costs. The benefits brought to the company’s marketing strategy and overall growth should also be considered. Some CMOs can assist with internal communication strategies and support and drive your culture initiatives and improve your recruiting efforts.  A fractional CMO can bring fresh perspectives, innovative strategies, and a wealth of experience that expands beyond traditional marketing tactics, all of which can contribute to increased revenue, reputation, and resilience.

Fractional Marketing Team Structures

Fractional CMOs typically work with a team structure that includes various roles and responsibilities. This structure can vary depending on the needs of the business and the particular expertise of the CMO.

One of the key benefits of this structure is its flexibility. This structure can also be more cost-effective than hiring multiple full-time employees.

The Marketing Blender CMOs frequently manage, mentor, hire, and collaborate with dispersed teams that might include a combination of in-house talent, other marketing agencies, or even freelancers. When a client has a Head of Sales, we work closely with them to fill and optimize the pipeline and the technology that improves accurate projections. Additionally, our CMOs ensure messaging is aligned across all team members and vendors and rolling up to the company’s goals. A key benefit is a CMO will be able to maximize the effectiveness of team members and eliminate waste and redundancies that won’t drive revenue. 

Integrating a Fractional CMO into Your Business

Integrating a fractional CMO into your business involves several steps. These include setting clear expectations, aligning goals with the CMO, and facilitating open and regular communication. It’s important to have a clear understanding of what you want the CMO to achieve and how their success will be measured.

At The Marketing Blender, our CMOs follow a time-tested process that creates clarity and confidence for the client and positions the engagement to have near-term impact while working on other longer-term projects at the same time. With every engagement, we 

  • Build a Brand Message Playbook
  • Write a marketing plan that rolls up to your growth goals
  • Assists with prioritization, budgeting, and project ownership creating a practical and proactive execution roadmap for every quarter
  • Builds a clear scorecard that aligns with your pipeline and revenue strategy
  • Is involve with building the execution system that can be optimized and scaled with growth and change
  • Has a repeating cadence of reporting with the leadership team and is involve with strategic planning

Successful integration of a fractional CMO can bring significant benefits to a business. Real-world examples abound of businesses that have seen substantial growth and improved marketing efficiency after bringing a fractional CMO on board.

Are You Ready to Hire a Fractional CMO?

Understanding fractional CMO rates and the associated costs is crucial when considering this option for your business. Despite the costs, the value that a fractional CMO can bring in terms of flexibility, expertise, and quick results often justifies the investment. The unique team structure and the potential challenges it brings are worth considering, as is the process of integrating a fractional CMO into your business. With careful planning and effective communication, a fractional CMO can be a valuable asset to your business, driving growth and enhancing your marketing efforts.

Reach out to us at The Marketing Blender to learn more about how a fractional CMO can make a difference for your business.

hire a fractional CMO

Why You Should Hire A Fractional CMO

By B2B Digital Marketing, B2B Talent Branding, Blender B2B Marketing Blogs, Brand Messaging, Company Culture, Fractional CMO

Think it might be time to hire a fractional CMO? As we navigate the ever-changing terrain of today’s business landscape, new roles continue to emerge, adapting to the unique needs and demands of various industries. One example is the growing popularity of the fractional Chief Marketing Officer (CMO). This innovative role provides a flexible, efficient solution for businesses seeking high-level marketing expertise without the need for a full-time executive hire. 

Who Needs a Fractional CMO?

A fractional CMO is not just for any business. They are most beneficial for small to medium-sized businesses that need strategic marketing leadership but cannot justify the cost of a full-time CMO.

Startups, in particular, can greatly benefit from the expertise of a fractional CMO as they often lack the resources to hire a full suite of marketing executives. Businesses going through transitional phases such as mergers, acquisitions, or rapid growth may also find the services of a fractional CMO useful. They bring a fresh perspective and can help navigate the company through these challenging periods with their strategic marketing insights.

The impact of a fractional CMO on a business can be transformative. They can drive marketing strategy, drive ROI improvement, build and mentor the marketing team, define the brand, and measure marketing performance, leading to increased visibility, improved brand perception, and ultimately, business growth.

Why Should You Hire an Outsourced Chief Marketing Officer?

In today’s competitive business landscape, hiring a fractional Chief Marketing Officer (CMO) can be a game-changer. This article explores the advantages of having a fractional CMO within your organization and highlights how businesses can benefit from their expertise.

Hiring a full-time CMO can be expensive, especially for small and medium-sized businesses. A fractional CMO offers a more affordable solution, providing top-level marketing expertise without the hefty price tag. Fractional CMOs offer a flexible arrangement, allowing you to scale their services based on your business needs. Whether you require strategic guidance, campaign management, or marketing team oversight, they can adapt their role to support your goals. Fractional CMOs bring a wealth of experience from working with various organizations across different industries. Their diverse skill set enables them to bring fresh perspectives and innovative strategies to your marketing initiatives.

Benefits of Hiring a Fractional Leader for Marketing:

A fractional CMO can provide valuable insights and help you develop a comprehensive marketing strategy aligned with your business objectives. Their expertise can guide your marketing efforts, ensuring they are targeted, effective, and impactful.

With a fractional CMO on board, you gain access to industry best practices and proven marketing techniques. They can optimize your marketing campaigns, improve lead generation, and drive customer engagement, ultimately boosting your overall marketing performance.

By outsourcing your marketing leadership to a fractional CMO, you free up valuable time and resources within your organization. This allows your internal team to focus on their core responsibilities while leveraging the expertise of the fractional CMO to drive marketing success.

Where to Find a Fractional CMO

Numerous online platforms and resources can help you find a reliable fractional CMO. LinkedIn, for instance, is an excellent platform to find experienced professionals. Freelance marketplaces like Upwork and Toptal also feature profiles of fractional CMOs. However, the best place to find a B2B CMO is right here at The Marketing Blender. 

When choosing a fractional CMO, consider their industry experience, skill set, and track record. Look for someone who has experience in your industry and understands your target audience. The hiring process typically involves an initial consultation, proposal, and agreement on terms and deliverables.

The Fractional Marketing Team

A fractional CMO usually works with a team that may consist of marketing strategists, content creators, digital marketers, and data analysts. Each member plays a crucial role, contributing their unique skills and expertise. A Fractional CMO leads the team, providing strategic direction and making key decisions. The marketing strategists develop and implement marketing plans, the content creators produce engaging materials, the digital marketers manage online campaigns, and the data analysts measure performance and provide insights.

A well-coordinated fractional marketing team can significantly enhance your business strategy. They can provide a comprehensive marketing solution, aligning all aspects of marketing with your business goals, leading to improved performance and growth.

Ready to Get Started with a Fractional or Outsourced CMO?

Understanding the concept of a fractional CMO, who needs one, where to find them, and how they operate is crucial for any business considering this route. A fractional CMO could be the solution your business needs, offering expert marketing leadership without the commitment of a full-time hire. As with any significant business decision, it’s important to weigh the pros and cons, consider your specific needs and circumstances, and choose wisely. With the right fractional CMO, your business can soar to new heights in its marketing efforts, driving growth and success in an increasingly competitive marketplace. Contact us to learn more about our fractional CMO services and how we can help your business achieve its marketing goals. Let’s take your brand to the next level together.

B2B organizations

Unleashing the Power of Brand Messaging in B2B Organizations

By B2B Marketing Strategy, Blender B2B Marketing Blogs, Brand Messaging

In this post, let’s dive into one of the most intriguing topics: building a B2B marketing strategy that not only works but ensures guaranteed success. Discover the secrets to crafting a winning plan that will propel your business forward. Get ready for an enlightening discussion!

Marketing Frameworks & Best Practices

Contrary to the perception that every marketing strategy is entirely custom, the truth is that it all boils down to frameworks, processes, and best practices. While there’s specialization for different industries, there are fundamental principles that remain constant. In this blog, we’ll explore these fundamentals that form the basis of a successful marketing strategy.

The first step in creating a robust marketing strategy is understanding your market. Whether you call it buyer personas, avatars, or target markets, knowing who is most suited to pay for your service or product is crucial. This blog will guide you through the process of identifying your ideal customer profile.

People are Complex, Your Marketing Should be Too

Understanding the complexity of your audience is key to effective marketing. In a world that’s constantly moving, being proactive in predicting your market’s problems and triggers is essential. We’ll explore how to navigate the intricacies of buyer personas and why it’s essential to recognize that people are complicated.

Knowing your market goes hand in hand with understanding the buyer’s journey. We’ll discuss the tried-and-true awareness, consideration, decision framework and how it varies across different personas. Discover how to tailor your marketing strategy to meet the unique needs of your audience at each stage of the buyer’s journey.

Messaging That Makes A Difference

Messaging is the linchpin of a successful marketing strategy. It’s not just about a value proposition or a tagline – it’s about distributing consistent messaging across diverse personalities, expertise levels, and organizational hierarchies. Learn how to craft messaging that resonates and how to scale it effectively throughout your organization.

In our next installment, we’ll continue to explore the components of a winning B2B marketing strategy. Stay tuned for insights on scaling consistent messaging and arming your team with the tools they need for a successful marketing machine. The Marketing Blender is here to guide you every step of the way.

Strategic Alignment for Seamless Communication

One undeniable advantage of having a shared brand messaging playbook is the ease with which marketing and sales teams can align their efforts. The contextual delivery within the buyer journey allows for pinpoint accuracy in communication. This strategic alignment empowers teams to identify the specific messages required at each stage, ensuring relevance and resonance.

Navigating the Buyer Journey

The buyer journey serves as a guiding compass for marketers and sales professionals. By understanding what information is crucial at different stages, teams can tailor their messages effectively. This not only prevents missteps but also fosters a deeper connection with potential clients. Recognizing when to introduce certain topics eliminates the risk of apathetic responses and ensures a meaningful progression in the buyer’s decision-making process.

Positioning: Shaping Perceptions Beyond Competition

A common misconception is that competitors define an organization’s position in the market. In reality, it’s the buyers who determine this position. Working collaboratively with buyers to create agreement about the organization’s position is key. Rather than positioning against competitors, it’s about understanding how buyers make comparisons and aligning messaging accordingly. This mindset is crucial for avoiding the pitfalls of competitor orientation.

Decoding Positioning in B2B Strategy

Positioning is not a battle against competitors; it’s a collaborative effort with buyers. The goal is to create agreement about what makes the organization unique and valuable. Whether it’s being the most affordable high-end solution for small businesses or the go-to choice in a high-ticket market, understanding and aligning with buyer perspectives shape effective positioning.

The Essence of Truth Branding

Beyond the visual elements of branding, the strategy behind it is equally crucial. Truth branding involves documenting core elements like brand archetypes, purpose, core values, and cultural heartbeat. This documentation serves as a foundation for infusing authenticity into messaging. Additionally, fascination triggers play a vital role in capturing attention. These triggers are innate qualities that, when intentionally emphasized, compel audiences to engage with a brand.

Identifying and leveraging fascination triggers is an ongoing process. It involves understanding how the brand makes buyers feel. Whether it’s a sense of safety, excitement, excellence, or connection, these triggers contribute to a brand’s uniqueness. Uncovering what truly fascinates the target audience often surprises organizations, emphasizing the importance of external perspectives in this exploration.

Executing Strategy: Beyond Planning to Decision-Making Criteria

A crucial distinction in marketing strategy lies in understanding that it’s not synonymous with a business plan. While a business plan outlines broader organizational goals, a marketing strategy hones in on building brand awareness, reputation, revenue, and resilience. Every element of the strategy should serve as decision-making criteria, ensuring that planned actions align with the overarching goals.

Unlocking Success with Actionable Strategy

The effectiveness of a marketing strategy hinges on its execution. It’s not just about planning; it’s about implementing decisions that align with the documented strategy. This is where the rubber meets the road, and strategic elements transform into tangible results.

Conclusion

As you embark on refining your B2B marketing strategy, keep in mind that strategic alignment, positioning, and truth branding are not one-time exercises. Continuous refinement, validation, and optimization are essential. 

Remember, your brand’s value is ultimately determined by your customers, and strategic clarity is the compass guiding you toward sustained success in the dynamic B2B landscape. Onward and upward! Contact us at The Marketing Blender to help you bring your B2B Organizations brand voice to life.