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Lisa Shepherd

Part-Time Senior Independent Contractor

One way for a B2B company that doesn’t have an extensive
marketing program to achieve the level of strategy needed is
to contract a senior independent marketer. If the company can
find a marketing executive who has relevant experience, and
retain them on an ongoing, part-time basis, they can access
the expertise they need. To make this work, a coordinator or
manager will also be needed to handle execution, as the senior
person will not be cost effective (and likely not interested) in
this component of the marketing function.

There are two potential drawbacks to this approach. The first
is sustainability. If the independent contractor is between jobs
and takes a full-time role with another company, you may be
left without a resource and have to start the process of finding
a marketer all over again. The second is a question of skill.
Does the independent have experience and knowledge in the
tactics that make sense for your company? If not, they are
likely to adopt the tactics they have experience in—and these
might end up wasting your investment rather than growing your
business. Be sure to vet any independents before retaining
them to ensure they have the skills and experience to direct
your marketing appropriately.

Hybrid Solution (outsourced marketing management)

There are B2B marketing outsourcing firms that provide a
strategic marketing plan developed by a team of experts, and
then the resources to execute the plan on an ongoing basis.
My company, The Mezzanine Group, provides this kind of
service.

This model is fairly new and different companies have different
approaches. Some work on-site at the client’s location, others
work off-site. Some handle everything under a full-service
model, others do certain pieces but will also use clients’ admin
or junior staff.

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© 2012 Lisa Shepherd