Is your marketing team feeling stretched thin, struggling to keep up with the restless demands of the digital landscape? Or perhaps you’re a smaller business owner who doesn’t have the resources to hire a full-fledged marketing department. If so, a fractional marketing team is an option to seriously consider. This flexible and cost-effective approach to marketing execution allows you to access a team of experts who can fill your skill gaps and drive real results.
What is a Fractional Marketing Team?
“A fractional marketing team is a marketing team that you don’t hire full-time in-house, but that you do leverage on a monthly and ongoing basis to execute on marketing tactics in alignment with your strategy.” – Daisy McCarty, Fractional CMO at Blender
Think of it as having your own on-demand marketing department, without the overhead costs of full-time employees. This flexible model allows you to access specialized skills and expertise across a wide range of marketing disciplines, from digital marketing and content creation to creative design and web development. Unlike a traditional agency that often focuses on selling specific services, a fractional marketing team prioritizes outcomes. Their goal is to drive results for your business, not just complete tasks. This means they’ll work closely with you to develop and execute a customized marketing strategy that aligns with your overall business goals.
The beauty of a fractional team is that you get the best of both worlds: the expertise of seasoned professionals and the flexibility to scale your marketing efforts up or down as needed.
What Your Fractional Marketing Team Should Bring to the Table
“For the same amount that you would spend to hire one marketing person in-house… you can hire an entire fractional team made up of nothing but experts…” – Dacia Coffey, CEO of Blender
That’s the core advantage of a fractional model: access to a diverse range of specialized skills without the hefty price tag of a full in-house team.
But what exactly are those specialized skills? A well-rounded fractional marketing team should be able to cover a broad spectrum of marketing needs, including:
- Digital Marketing: This covers everything from developing and executing paid advertising campaigns (PPC, social media ads, etc.) to optimizing your website for search engines (SEO) and crafting effective social media strategies. A strong digital marketing team will also be well-versed in data analysis and tracking, ensuring that your campaigns are delivering measurable results.
- Copywriting and Content: Compelling copy and engaging content are the backbone of any successful marketing campaign. Your fractional team should include skilled writers who can craft everything from persuasive website copy and blog posts to targeted landing pages, email campaigns, and sales collateral.
- Creative Design: A marketing team will help you use visual communication to make a lasting impression on your audience. Your fractional team should include B2B branding agency graphic designers who can create eye-catching visuals for your website, ads, social media, presentations, and other marketing materials. Ideally, they should also have expertise in brand strategy to ensure consistency and cohesion across all your visual assets.
- Videography/Photography: High-quality visuals are increasingly important in today’s digital landscape. Your team should include professionals who can capture, edit, and produce engaging videos and photos that tell your brand story and resonate with your audience.
- Development: Whether it’s building a new website, troubleshooting technical issues, or implementing custom integrations, having a web developer on your team is essential for maintaining a seamless online presence.
Remember, not every fractional team needs to be all-encompassing. The key is to choose a team whose capabilities align with your specific needs and fill the gaps in your existing marketing resources.
Get the deep dive with our Fractional Chief Marketing Officers on The Marketing Blender Show.
Getting the Most from Your Outsourced Marketing Team
Bringing on a fractional marketing team isn’t just about outsourcing tasks; it’s about forging a partnership that drives your business forward. To maximize the value of this collaboration, follow these key steps:
- Start with a Clear, Executable Strategy: Don’t expect your fractional team to be mind-readers. A clearly defined marketing strategy, outlining your goals, target audience, messaging, and key performance indicators (KPIs), is the foundation for success. If you don’t already have a strategy in place, a great fractional marketing team can help you get there.
- Align on Outcomes and Accountability: Ensure everyone on the team, both internal and fractional, understands the desired outcomes and their role in achieving them. This means setting clear expectations, establishing individual KPIs, and tracking progress regularly.
- Foster Open Communication and Collaboration: A successful partnership relies on open communication. Don’t hesitate to ask questions, seek clarification, and provide feedback. Likewise, your fractional team should be proactive in sharing insights, recommendations, and updates.
“Your fractional team should also be asking you questions because they should be looking for more and more insight all the time to optimize everything that they’re doing.” – Daisy McCarty, Fractional CMO at Blender
- Embrace Testing and Iteration: Marketing is an iterative process. Don’t be afraid to experiment with different tactics and channels to find what works best for your brand. Be open to your team’s recommendations and willing to try new things.
- Utilize Standardized Processes and Tools: Implement project management software or other tools to streamline communication, track progress, and ensure everyone is on the same page. This will help your team work more efficiently and effectively.
- Be Responsive and Decisive: Timely feedback and approvals keep the momentum going and allow your team to iterate and optimize quickly.
“Don’t be the bottleneck. Same day, next day, two business days. That’s as long as anything should go without you taking a look at it.” – Daisy McCarty, Fractional CMO at Blender
- Have Fun! Marketing should be enjoyable. A good fractional team will bring fresh ideas, creative energy, and a passion for your success.
By doing these things, you can foster a collaborative and productive relationship with your outsourced marketing team, ensuring that your marketing efforts are both effective and smooth-going.
Let Us Join Your Team!
In the ever-evolving world of B2B marketing, having a dedicated team of experts on your side can make all the difference. Whether you’re looking to fill specific skill gaps, scale your marketing efforts, or simply gain access to a wider range of expertise, a fractional marketing team can provide the flexibility and results you need to succeed.
By partnering with a team that understands your individual truth, works collaboratively with you to develop a tailored strategy, and delivers a comprehensive suite of brand assets and activation services, you can unleash the full potential of your B2B brand.
If you’re ready to transform your marketing efforts and create a brand that truly resonates with your target audience, contact Blender today. Our fractional CMOs and experienced marketing professionals are ready to partner with you to achieve your business goals.
