Alanna Jackson is a founding partner at Jackson Marketing, Inc., a marketing firm located in Dunedin, Florida. In addition to her work at Jackson Marketing, Alanna is a co-host of The B2B Mix Show podcast. You can follow Alanna on Twitter at @alanna_jax and connect with her on LinkedIn.

bigstock-Modern-infographic-template-C-50890061The role of the marketing technologist has been major topic of conversation lately, especially in the B2B world of business.  If you’re not familiar with what a marketing technologist does, then let me elaborate.  As defined by Harvard Business Review, the purpose of this position is to “align marketing technology with business goals, serving as a liaison to IT, and evaluating and choosing technology providers.  About half are charged with helping craft new digital business models as well” (HBR).

You’ve probably noticed that the sales & marketing areas of most businesses are becoming the most tech-dependent areas in many organizations.  The reason why is because they are the ones that interact with prospects, and most prospects these days are finding your business online.  Sales & Marketing teams need to be active online to stay on top of evolving demands and understand the desires of customers and prospects.

If you’re a small to mid-sized B2B business, then you may not be able to afford to hire a full-time marketing technologist.  So, what do you do?  The best solution is to outsource those responsibilities.  Yes, you will still need to pay someone to do the work, but it won’t be at all of the additional costs of hiring an employee.

Here are some reasons why you should consider outsourcing the marketing technologist position:

  • Lower Costs – It will cost you less money to outsource this position because you will not have to pay the added on costs of maintaining an employee. No health benefits, retirement matching, paid-time-off, and training costs.
  • Less Ramp Up Time – Most agencies are capable of jumping right in and getting to work. There isn’t a lot of ramp up time needed to be spent on training.  So, this allows you to get moving more rapidly with the marketing strategy.
  • Idea Bank – Since most agencies are working with multiple clients they have other resources to get ideas on what types of strategies work well.
  • Up-To-Date On Latest Technologies – There’s a lot of technology offered out there in today’s world for the sales & marketing departments. It’s important that your marketing technologist is on top of and aware of those tools to keep you in the game.

Here’s an excerpt from a recent post I published, “Increase Sales with Marketing Automation”, that explains how marketing automation can help your company.

Someone from a global brand-leading company filled out a form submission for an e-book.  The marketing automation tool stored the prospect’s information in the system.  The next time when that individual visited the site, I was notified and was able to see what pages she was viewing. I personally reached out to her in real time as she was on the site to answer any questions she had.  She immediately responded and asked for some information, which I provided.  It opened up the possibility to start a great conversation and provide some additional information to her so that she can learn more about our client and its product offering.  If the client didn’t have a marketing automation tool, then we would never have known that the specific individual visited the site.  It would have been a lost opportunity.

If you’ve been thinking about how a marketing technologist can improve your business, then you’re on the right track.  If you’re not sure you can afford to hire one, then consider outsourcing it.  This is a position that shouldn’t be overlooked if you want to grow your business.  Jackson Marketing Services offers marketing technology management services for small and mid-sized organizations.  Contact us to request a consultation!

Check out our case study to see how we helped a B2B Software Client improve their business!

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