What is Fractional Marketing (and Why is it Especially
Posted: Mon Dec 23, 2024 10:58 am
You’d be surprised at the number of global B2B organizations–with many, many zeroes in their gross revenue column–who meet with us and have a bare-bones marketing department. There’s never one common reason. Global economic trends may have forced them to cut costs. Their industry may still rely heavily on personal relationships and ABM-based tactics driven exclusively by the sales team. They might make incredibly complex and niche products that–quite frankly–don’t attract top-tier marketing talent. They’re most often in an industry that requires enormous R&D capital (like biotech, pharma, or advanced manufacturing), leading to sacrifices in other parts of the organization.
Leaders in every one of these corporations know they can’t simply say, “Let’s just not do any marketing.” But building a full-time team from scratch takes time, money, and a level of complexity that diverts attention and resources away from their core mission.
That’s why a growing number of B2B organizations, particularly those working in highly how to save russian number for whatsapp technical sectors, harness fractional marketing. The solution gives them flexibility and agility while tapping experts who don’t need a desk and full-time contract. Here’s everything you need to know about fractional marketing and why (especially if you’re a B2B organization) it could be the right fit for you.
Feature image for fractional marketing blog
Why Does Fractional Marketing Work?
What is Fractional Marketing?
Why Fractional Marketing Works (Especially in B2B)
How to Choose the Right Fractional Marketing Agency?
Conclusion: Fractional Marketing Does Not Mean Fractional Results
What is Fractional Marketing?
Rather than hiring a full-time team, a company will partner with an external agency or individual for a “fraction” of their time. The relationship is much deeper than a typical project-based or consulting agreement. The fractional marketer should feel and act like an internal component of the organization in every way except your payroll.
Unlike an agency that’s hired to only design a logo or build a website, a fractional marketer will work a set number of hours with the ability to adjust their strategy and tactics based on the timely needs of the client. They’ll often need access to internal systems (like the CRM or email marketing engine) just like a full-time employee. And critically, they are trusted to drive strategy and execution with similar leeway to regular staff.
Think of the fractional marketer like a pinch hitter in baseball. They might not be part of the usual lineup, but they’re called into action at specific times when they’re most needed. And because of that unique level of trust and cooperation, they’re expected to generate consistent results.
Tool: Find the Right Fractional Marketing Agency With Our RFP Generator
Why Fractional Marketing Works (Especially in B2B)
The “fun” brands that trade on vibes and virality as much as product quality (think Red Bull or Liquid Death) benefit from a massive internal marketing engine. It makes sense to invest enormous amounts of internal collateral on creative marketing when you’re trying to sell more sugar water (or, literally, just water) than your competitors.
But, when you’re working in highly regulated, enormously complex industries that only survive through innovation and product competency, your priorities divest from marketing toward development and sales. No amount of marketing will compensate for an obsolete or shoddy product. It’s why you’ve never seen a CDMO produce a Super Bowl commercial. Their money is better spent on the incredibly expensive endeavor of developing new treatments and drugs.
But they still need marketing. Which is why a fractional relationship offers 4 benefits that a full-time, internal department can’t:
Leaders in every one of these corporations know they can’t simply say, “Let’s just not do any marketing.” But building a full-time team from scratch takes time, money, and a level of complexity that diverts attention and resources away from their core mission.
That’s why a growing number of B2B organizations, particularly those working in highly how to save russian number for whatsapp technical sectors, harness fractional marketing. The solution gives them flexibility and agility while tapping experts who don’t need a desk and full-time contract. Here’s everything you need to know about fractional marketing and why (especially if you’re a B2B organization) it could be the right fit for you.
Feature image for fractional marketing blog
Why Does Fractional Marketing Work?
What is Fractional Marketing?
Why Fractional Marketing Works (Especially in B2B)
How to Choose the Right Fractional Marketing Agency?
Conclusion: Fractional Marketing Does Not Mean Fractional Results
What is Fractional Marketing?
Rather than hiring a full-time team, a company will partner with an external agency or individual for a “fraction” of their time. The relationship is much deeper than a typical project-based or consulting agreement. The fractional marketer should feel and act like an internal component of the organization in every way except your payroll.
Unlike an agency that’s hired to only design a logo or build a website, a fractional marketer will work a set number of hours with the ability to adjust their strategy and tactics based on the timely needs of the client. They’ll often need access to internal systems (like the CRM or email marketing engine) just like a full-time employee. And critically, they are trusted to drive strategy and execution with similar leeway to regular staff.
Think of the fractional marketer like a pinch hitter in baseball. They might not be part of the usual lineup, but they’re called into action at specific times when they’re most needed. And because of that unique level of trust and cooperation, they’re expected to generate consistent results.
Tool: Find the Right Fractional Marketing Agency With Our RFP Generator
Why Fractional Marketing Works (Especially in B2B)
The “fun” brands that trade on vibes and virality as much as product quality (think Red Bull or Liquid Death) benefit from a massive internal marketing engine. It makes sense to invest enormous amounts of internal collateral on creative marketing when you’re trying to sell more sugar water (or, literally, just water) than your competitors.
But, when you’re working in highly regulated, enormously complex industries that only survive through innovation and product competency, your priorities divest from marketing toward development and sales. No amount of marketing will compensate for an obsolete or shoddy product. It’s why you’ve never seen a CDMO produce a Super Bowl commercial. Their money is better spent on the incredibly expensive endeavor of developing new treatments and drugs.
But they still need marketing. Which is why a fractional relationship offers 4 benefits that a full-time, internal department can’t: