Business Growth through Marketing Reinvention


Businesses today are complex, and the rapid changes in marketing processes are an ongoing challenge for all. The past few years have amplified the digital transformation over the past decade, causing a sea change in how businesses engage with customers. Despite these rapid changes, marketing remains the same - it's all about insight and people. At the beginning of a company, getting just the right structure in terms of team and resources is essential. Marketing itself has changed over the years, and now, especially for scale-ups and startups, there's a need to understand precisely what marketing means to your business and therein lies the challenge for companies when answering these three questions:

  • What do you want to do with your marketing?
  • How do you want to do it?
  • And who should you approach?

What is marketing?

Marketing – bringing customers to the business – is a critical component of the business's success. We are often approached with the statement: "we want to do marketing." It's a fair enough thing to say. However, in a sophisticated world, "doing marketing" is an even more refined and bespoke exercise built on data, market knowledge, market research, a clear understanding of your goals and a strategy to bring them all together. That doesn't mean it's easy, though. It means that we need to be sure that we're setting ourselves up for success instead of just hoping for it (and, in some cases, not even knowing what that means yet).

The top searches around the term' marketing expert' pull up topics including:

  • Facebook marketing experts
  • Digital marketing experts
  • Online marketing
  • Content marketing
  • Social media marketing
  • Search engines
  • Email marketing

However, these relate to tools used for marketing purposes; they are not the definition of marketing itself. Marketing itself is the action of promoting a business with a direct link to selling products or services. While we might think of Facebook posts and newsletters, the emphasis should always be on sales and the long-term value of the brand and the company.

What should a business look for in a marketing consultancy or marketing expert?

Search behaviour shows that when it comes to understanding marketing, we all appreciate that there are many tools involved, which is the crux of what makes it challenging to find someone who is genuinely a marketing expert.

Top questions about marketing experts

Specific questions in Google search also cover a broad range of disciplines. For example:

How do I find an expert in Strategic and Digital Marketing?

  • How do I know if an online marketing expert is credible?
  • Who can help me to market my products and services?
  • Why is it more difficult to evaluate service or product marketing?
  • What is the best way to find a digital marketing expert?
  • When do you need a marketing specialist?
  • What is the role of a marketing consultant?

The role of a marketing director

Most people are experts in a specific marketing area and are truly excellent at what they do. A marketing expert, marketing consultant or CMO (Chief Marketing Officer), brings all of those constituent parts within the marketing suite together.

They must be marketing leaders who can help guide the marketing strategy and ensure it aligns with business goals. By ensuring that those disciplines are working towards the same objective and are indeed "working"."

Having someone in the C-Suite overseeing this strategic focus doesn't always require a full-time role. In many cases, a position best served or supported by a fractional CMO is not the same as an interim marketing director or a part-time marketing director. A Fractional CMO brings an outside perspective to crucial planning and execution stages by intervening in what will make a difference to business performance. Most businesses don't need another manager.

Working out what you need from your marketing consultancy

To our mind, working out what you need from a marketing consultancy begins with a good conversation. In our work, we have endeavoured to make that chat focus in a very targeted manner on your business goals and objectives with a carefully designed Market Expansion Readiness Audit.

This looks at:

  • Target market identification and understanding
  • Business model and value proposition relevance
  • Marketing strategies and tactics
  • Resources available for deployment in the new market

Through this, we explore four key areas that will influence the probability of success in entering a new market. We also reveal where the gaps are in your current strategy or plans for those setting out on their marketing journey. As a result, you will begin to fill out the resource gap and the areas of opportunity for your business and make sure that you are allocating talent and tools in the most effective way possible.

So, to conclude - how has the modern marketing consultancy changed? There is exceptional talent available for full-time and part-time positions for different disciplines within the marketing suite. What a good marketing consultancy should be able to do, is help you bring those together strategically to make sure you are:

  • Ensuring those talents are allocated appropriately and not being asked to fill roles they are not equipped for.
  • Ensure that you have the right marketing mix to complement and allow individuals and teams to work effectively.
  • Ensure that someone focuses on the overall goals so that different parts of the marketing suite work towards shared outcomes.
  • To make sure marketing is contributing to your bottom line.

Our team of expert marketing professionals are ready to help you create the optimal approach to marketing that's strategic and in line with your business goals. We offer various services, from daily interventions with our Fractional CMOs to CEOs and Whispering and coaching for businesses from startups and scale-ups to established SMEs.

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