_ FRACTIONAL MARKETING
What is Fractional Marketing?
In brief, it’s getting an experienced marketer to come in and hit the ground running for a fraction of the cost of employing a full time marketer. A fractional marketer with tons of experience and a track record of delivery results at a fraction of the cost - what’s not to love?
Most B2B businesses could benefit from marketing support, but they don’t necessarily need a full in-house team or a full-time marketer.
Marketing for B2B companies can be more sporadic than for consumer brands. It can be tough to justify full-time salaries and benefits for a team that might only be tasked to capacity for a few big events or campaigns each year. What many businesses really need is an experienced part-time marketing department.
Here’s the challenge: experienced marketing teams usually want full-time work! It’s hard to hire quality help on a part-time or short-term basis. Businesses either over-hire, adding bloat to their marketing department or executive structure in order to cover their bases, or roll marketing responsibilities into an existing administrative role.
If this sounds like your company, it’s time to take a look at the fractional marketing solution. Imagine having a SWAT team airdropped in to pick up and run your marketing campaigns with a positive can do attitude from the get go?
*Dusts off CV*
Well that’s exactly what the team at Kennedy Woods can do for you.
Hiring a fractional marketing team can mean anything from hiring a whole team, or hiring individual members of the team, all tailored to satisfy your specific marketing requirements.
Is a Fractional Marketing Agency Right For You?
There are many factors that influence whether fractional marketing will work for your business. If you meet some or all of the following criteria, you may wish to consider fractional marketing services.
SMEs trying to scale up
SMEs often experience growing pains when trying to take the next step. As businesses grow, their costs grow too... Increased investment in marketing is crucial when looking to scale, but adding the long-term expense of a full-time marketing department can often derail growth plans. Why not consider a fractional marketing solution here? The costs are controlled by you and can be switched on or off at any time
Temporary or cyclical demand for products and services
Many businesses in the industrial sector have high and low seasons for their marketing. Perhaps you do most of your selling during trade show season, or maybe your product is highly seasonal. In either case, it can be difficult to justify a marketing team year-round. A 3-6 month annual engagement with a fractional marketer would be a perfect fit in this case.
Structured for remote work
Over the past several years, many businesses have adapted to either hybrid or entirely remote work environments. These teams are primed to work with fractional marketers as they already have the skills, tools, and expectations needed.
Are you in need of consultation and outside voices?
In some cases, a fractional marketing team can provide a second layer of consideration and oversight working alongside an in-house team. If you need a new perspective on your sales and marketing challenges, a short or medium-term engagement with a fractional marketer is the perfect solution. We ask all the awkward questions in the room and enable you to look at your business through a different lens. Interested in finding out more…?
Benefits of Fractional Marketing
Firstly, you get to work with the Kennedy Woods team ;)
In all seriousness, there are other benefits:
Lower Risk
When you hire an employee, you’re taking on a big risk. Beyond their salary, employees are expensive! You need to account for benefits, payroll tax, equipment and software costs, and much more.
Fractional marketing reduces risk. By negotiating a short-term “trial” contract, you can evaluate the performance of the fractional marketer or marketing team before committing to a long-term relationship.
Faster onboarding
Hiring an employee means committing to an onboarding process as you get them up to speed. They will need to find the kettle and the loo (priorities guys), learn your rules and regulations, working and communication styles, and best practices. It will take time for them to integrate into your team and start performing their best.
Flexible and scalable
Your relationship with a fractional marketer can be scaled up or down depending on your needs. For instance, you could start with just a few hours per week of strategy, consulting and mentoring then scale up when you have more campaign activity.
Focus on what you do best
With a fractional marketer, leadership comes as part of the package. After onboarding with your company, our fractional marketers will work with your leadership to confirm and verify goals and objectives. You can keep doing what you do best, only involving yourself in marketing during scheduled check-in calls.