{"id":38233,"date":"2019-01-24T08:00:03","date_gmt":"2019-01-24T13:00:03","guid":{"rendered":"https://mercurylabsmarketing.com/?p=38233"},"modified":"2026-04-01T08:43:55","modified_gmt":"2026-04-01T12:43:55","slug":"how-to-manage-outsourced-marketing","status":"publish","type":"post","link":"https://mercurylabsmarketing.com/__callbox_upstream/cms/growth-hacking/how-to-manage-outsourced-marketing/","title":{"rendered":"7 Actionable Tips to Better Manage Outsourced Marketing Campaigns"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><span style=\"font-weight: 400;\">I\u2019m currently finishing Simon Winchester\u2019s </span><a href=\"https://www.amazon.com/Perfectionists-Precision-Engineers-Created-Modern-ebook/dp/B072BFJB3Z\" target=\"_blank\" rel=\"noreferrer noopener\"><i><span style=\"font-weight: 400;\">The Perfectionists: How Precision Engineers Shaped the Modern World</span></i></a><span style=\"font-weight: 400;\">. Apart from a treasure trove of insights, there\u2019s also another critical point that jumped out at me now that I\u2019m in the closing pages of the book.</span></p>\n\n\n\n<p class=\"wp-block-paragraph\"><span style=\"font-weight: 400;\">Just as how things like machine tools and interchangeable parts helped usher in the Industrial Revolution and eventually led to the age of information we\u2019re now living in, it\u2019s also clear that outsourcing has helped accelerate this entire process.</span></p>\n\n\n\n<p class=\"wp-block-paragraph\"><span style=\"font-weight: 400;\">As businesses and their activities grew more and more complex, it soon became clear that companies needed outside help to operate. This started in manufacturing where one company relied on the products and labor of another to make their operations more efficient.</span></p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p class=\"wp-block-paragraph\">More than two-thirds of B2B companies <strong>outsource their marketing</strong><gwmw style=\"display:none;\"></gwmw></p>\n</blockquote>\n\n\n\n<p class=\"wp-block-paragraph\"><span style=\"font-weight: 400;\">The marketing world soon caught up with the outsourcing trend when companies also began to farm out branding and advertising. Today, with practically every marketing channel requiring some degree of specialized expertise, <strong style=\"color: #196fd9;\">it makes more business sense to outsource part or all of marketing to an agency</strong>.</span></p>\n\n\n\n<p class=\"wp-block-paragraph\"><span style=\"font-weight: 400;\">According to Hubspot\u2019s 2018 Marketing Mix Report, more than two-thirds of B2B companies outsource their marketing, and much of this is due to marketing\u2019s ever-increasing complexity:</span></p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><span style=\"font-weight: 400;\">B2B marketers\u2019 budgets are shifting toward activities that need in-depth technical proficiency such as marketing automation and digital touch points. (Gartner)</span></li>\n\n\n\n<li><span style=\"font-weight: 400;\">There\u2019s a shortage of marketing talent as the growth in marketing responsibilities outpaces the available talent pool.</span></li>\n\n\n\n<li><span style=\"font-weight: 400;\">Marketing now plays newer and expanded roles. Marketers are now expected to perform sales, IT, product development, and other business responsibilities. (</span><a href=\"https://www.salesforce.com/blog/2017/11/15-sales-statistics.html\" target=\"_blank\" rel=\"noreferrer noopener\"><span style=\"font-weight: 400;\">Salesforce</span></a><span style=\"font-weight: 400;\">)</span></li>\n</ul>\n\n\n\n<p class=\"wp-block-paragraph\"><span style=\"font-weight: 400;\">As a vital part of your business process, you need to manage outsourced marketing effectively. That\u2019s what I\u2019ll share with you in the rest of this post. We\u2019ll go over seven practical ways to ensure success with your outsourced campaigns using lessons I\u2019ve learned from my experience at both ends of the outsourcing table.</span></p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-align-your-expectations-right-from-the-outset\">Align your expectations right from the outset</h2>\n\n\n\n<p class=\"wp-block-paragraph\"><span style=\"font-weight: 400;\">One of the first things I always set out to establish with new clients during the early stages of a campaign is to <strong style=\"color: #014e89;\">outline the project\u2019s expectations</strong>. These are different from the project\u2019s goals and objectives in that expectations tend to be more qualitative.</span></p>\n\n\n\n<p class=\"wp-block-paragraph\"><span style=\"font-weight: 400;\">For example, defining the scope of the relationship (one-time vs. ongoing) is a key expectation that needs to be mutually set. Another important expectation to define is the specific steps in your marketing activities that the project covers along with branding guidelines.</span></p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-set-clear-and-specific-goals-together\">Set clear and specific goals together</h2>\n\n\n\n<p class=\"wp-block-paragraph\"><span style=\"font-weight: 400;\">All of us know that goals form an essential component of any project. For outsourced marketing campaigns, in particular, <strong style=\"color: #014e89;\">goals need to be jointly set and mutually agreed upon</strong> by both you and the <a href=\"https://mercurylabsmarketing.com/?utm_source=aaILnam\">outsourced lead generation firm</a><a href=\"https://mercurylabsmarketing.com/appointment-setting-lead-generation/\">.</a></span><gwmw style=\"display:none;\"></gwmw></p>\n\n\n\n<figure class=\"wp-block-image aligncenter is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"663\" height=\"398\" src=\"https://mercurylabsmarketing.com/wp-content/uploads/2019/01/set-clear-and-specific-goals-together.jpg\" alt=\"set-clear-and-specific-goals-together\" class=\"wp-image-38267\" style=\"width:497px;height:299px\" srcset=\"https://mercurylabsmarketing.com/__callbox_upstream/cms/wp-content/uploads/2019/01/set-clear-and-specific-goals-together.jpg 663w, https://mercurylabsmarketing.com/__callbox_upstream/cms/wp-content/uploads/2019/01/set-clear-and-specific-goals-together-300x180.jpg 300w, https://mercurylabsmarketing.com/__callbox_upstream/cms/wp-content/uploads/2019/01/set-clear-and-specific-goals-together-450x270.jpg 450w\" sizes=\"auto, (max-width: 663px) 100vw, 663px\" /></figure>\n\n\n\n<p class=\"wp-block-paragraph\"><span style=\"font-weight: 400;\">When fleshing out a campaign plan with new clients, my team makes it a point to uncover the customer\u2019s business objectives, available budget, and implementation timelines. From these pieces of information, we can then work out well-defined, measurable, and realistic objectives for the project.</span></p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-designate-who-makes-and-owns-specific-marketing-decisions\">Designate who makes and owns specific marketing decisions</h2>\n\n\n\n<p class=\"wp-block-paragraph\"><span style=\"font-weight: 400;\">There\u2019s one thing that I tend to notice in almost all of <a href=\"https://mercurylabsmarketing.com/case-studies/?utm_source=aaILnam\"><strong style=\"color: #196fd9;\">our highly-successful projects</strong></a>. These clients placed their full trust in our team and put us in a clear position to make and own key marketing decisions.</span></p>\n\n\n\n<p class=\"wp-block-paragraph\"><span style=\"font-weight: 400;\">From campaign to campaign, I work with different point persons (from SMB owners to marketing VPs). The most successful ones are those where both my team and the client have clearly outlined and set who does what.</span></p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-embed-the-outsourced-agency-with-the-right-internal-people\">Embed the outsourced agency with the right internal people</h2>\n\n\n\n<p class=\"wp-block-paragraph\"><span style=\"font-weight: 400;\">No matter how seasoned or capable your chosen lead generation firm may be, they\u2019ll always lack that insider knowledge and feel for your marketing processes and audience that only your internal people have. That\u2019s why it\u2019s important for the agency to team up with persons in your company who have the expertise they need.</span></p>\n\n\n\n<p class=\"wp-block-paragraph\"><span style=\"font-weight: 400;\">For example, when creating campaign materials, the outsourced team will need to closely work with the right people to help them carry out prospect research, customer profiling, and product familiarization. Integrating campaign workflows will also require close coordination between the outside team and persons in charge of your tech stack.</span></p>\n\n\n\n<p class=\"wp-block-paragraph\">Discover <a href=\"https://mercurylabsmarketing.com/growth-hacking/benefits-of-outsourcing-database-cleansing/?utm_source=aaILnam\">how to choose an outsourced lead generation company</a>.</p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-avoid-micro-managing-the-project\">Avoid micro-managing the project</h2>\n\n\n\n<p class=\"wp-block-paragraph\"><span style=\"font-weight: 400;\">With a very crucial business function like marketing, it can be difficult for some companies to place their complete confidence in an agency\u2019s expertise. This oftentimes leads to clients micro-managing every component of the campaign which, in turn, results in delays and setbacks.</span></p>\n\n\n\n<figure class=\"wp-block-image aligncenter is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"663\" height=\"398\" src=\"https://mercurylabsmarketing.com/wp-content/uploads/2019/01/avoid-micro-managing-the-project.jpg\" alt=\"avoid-micro-managing-the-project\" class=\"wp-image-38269\" style=\"width:497px;height:299px\" srcset=\"https://mercurylabsmarketing.com/__callbox_upstream/cms/wp-content/uploads/2019/01/avoid-micro-managing-the-project.jpg 663w, https://mercurylabsmarketing.com/__callbox_upstream/cms/wp-content/uploads/2019/01/avoid-micro-managing-the-project-300x180.jpg 300w, https://mercurylabsmarketing.com/__callbox_upstream/cms/wp-content/uploads/2019/01/avoid-micro-managing-the-project-450x270.jpg 450w\" sizes=\"auto, (max-width: 663px) 100vw, 663px\" /></figure>\n\n\n\n<p class=\"wp-block-paragraph\"><span style=\"font-weight: 400;\">It\u2019s important to understand that outsourced marketing programs require the full trust and confidence of both parties to succeed. So, thoroughly screen potential lead generation providers and only choose the one you\u2019re comfortable working with. Once the project starts, have faith in their expertise and be sure to respect their autonomy.</span></p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-make-sure-to-stay-engaged-all-throughout\">Make sure to stay engaged all throughout</h2>\n\n\n\n<p class=\"wp-block-paragraph\"><span style=\"font-weight: 400;\">Letting the agency take the driver\u2019s seat doesn\u2019t mean you can leave the whole project on autopilot. Trust also requires verification, so you really need to stay engaged and involved throughout the outsourced program.</span></p>\n\n\n\n<p class=\"wp-block-paragraph\"><span style=\"font-weight: 400;\">When handling outsourced campaigns, the most productive ways that clients remain involved in the process include giving feedback, raising concerns about performance, bringing new information, and following up on agreed-upon milestones.</span></p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-implement-a-proper-communication-plan\">Implement a proper communication plan</h2>\n\n\n\n<p class=\"wp-block-paragraph\"><span style=\"font-weight: 400;\">Outsourcing is all about communication, communication, and communication. But communication goes beyond connecting and keeping in touch. My experience has taught me the right and wrong ways to keep communication lines open throughout an outsourcing project.</span></p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><span style=\"font-weight: 400;\">Determine the channels and frequency of your communications</span></li>\n\n\n\n<li><span style=\"font-weight: 400;\">Always offer context when communicating</span></li>\n\n\n\n<li><span style=\"font-weight: 400;\">Understand that being responsive is not the same as being available 24/7</span></li>\n\n\n\n<li><span style=\"font-weight: 400;\">Take language barriers and time zones into account</span></li>\n\n\n\n<li><span style=\"font-weight: 400;\">Choose the tools and time schedules for real-time communications</span></li>\n\n\n\n<li><span style=\"font-weight: 400;\">Support communications with visuals such as screenshots, flowcharts, and data visualization</span></li>\n\n\n\n<li><span style=\"font-weight: 400;\">Make sure to document and archive your communications with the agency</span></li>\n</ul>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-conclusion\">Conclusion</h2>\n\n\n\n<p class=\"wp-block-paragraph\"><span style=\"font-weight: 400;\">The success of any outsourced marketing campaign depends on a whole host of factors. But one element that you can control is how you manage the whole project. No matter how reputable or experienced your partner lead generation firm may be, the campaign won\u2019t amount to much without your involvement.</span></p>\n\n\n\n<p class=\"wp-block-paragraph\"><span style=\"font-weight: 400;\">If you have other pieces of advice to add about managing outsourced marketing campaigns, I\u2019d love to read about them. Just let me know through the comments and please feel free to shoot me your questions.</span></p>\n","protected":false},"excerpt":{"rendered":"<p>The success of outsourced campaigns depends on how well you manage the whole project. These 7 practical tips will help you get better results from your outsourced marketing agency.</p>\n","protected":false},"author":9,"featured_media":38235,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_callbox_draft_pusher_loaded":"yes","footnotes":""},"categories":[178],"tags":[5902],"class_list":["post-38233","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-growth-hacking","tag-blog-stage-decision"],"acf":{"cb_acf_post_contact_cta":"Looking for outsourced marketing that's proven and tested? 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