Why It's Time to Outsource All Your Marketing

ABOUT THIS EPISODE

In the wake of COVID-19, it was easy for B2B companies to shrink marketing budgets and get rid of marketers. After all, marketing is a luxury, not a necessity, right? (well, not really).

But as the economies recover in many countries, companies are beginning to spend more on marketing. 

The question is whether companies will rebuild marketing teams or look for ways to outsource marketing by using agencies, contractors, and freelancers.

Jamie Stenhouse, an Australian digital marketer, says outsourcing is an increasingly popular way to drive tactical execution.

Jamie outsources a lot of his agency's work and sells a program to many companies on how they outsource their marketing.

Hello, my name is Mark Evans and I'd like to welcome you to marketing spark, the podcast that delivers small doses of insight, tools and tips from marketers and entrepreneurs in the trenches. By small doses, it's conversations that are fifteen minutes or less. On today's show I'm talking with Jamie Stenhouse, an Australian digital marketer who has embraced a unique approach to sales used by his own agency as well as agencies around the world. Welcome to marketing spark, Jamie. Maybe we should start by explaining how we met each other. I'm a Canadian marketer, I'm based in Toronto. Your Australian. So how does an Australian and a Canadian get to know each other during the middle of a global pandemic? Ah, so, essentially from what I have a cold. I believe my team us up on Linkedin and we just talking from there. If I have a cold correctly, that's it exactly, and it really does exemplify the power of Linkedin to drive new connections. Over the last three months I've met an amazing number of people around the world simply by engaging on Linkedin, by commenting on people's post by writing content. Today, Jamie and I are going to talk about outsourcing marketing. Given him any organizations have slimmed down their marketing departments? Do you see an increase in marketing being outsourced to third parties? Great Question. So I do see being out so small when I've seen that growth in my own agency, in my friends who own a in my friends who own their own agencies as well, alongside with just other agencies in general, there has been a huge gross spike since the covid thing actually here. That is a very clear indication that larger corporations and larger companies are comfortable and beginning to end are almost required to begin outsourcing. Do you see this as a short term reaction? Like a lot of companies are trying to control expenses and maybe it makes more sense to get through parties to do their marketing...

...on and if and when basis? Do you think that things will snap back whenever we get to whatever normal will be, or do you think this is this is the way the business is going to oubreak? I think it depends on each company and on the results they achieve outsourcing or through hiring a third party company. For example, if a company was doing okay before the covid drama hit and then they had to that portion of the team go and and they've now begun to outsource and things have improved from my sales perspective, than of course they will keep outsourcing as things returned to normal. However, if things have not really improved and I've gone slightly harder and you know things have things haven't been easier for outsourcing than I think they will return in house when they can. So I think it's purely situational. But if I had to give you a certain answer, if things were doing okay before and companies begin to outsource a lot of their campaigning and a lot of their promotion, I see it very half a companies to hide in house again, just purely because of the costs and the drama and the politics and the schedules. It can really slow down the growth of a company. If you're marking team is in house, if you're a company that is looked at what's going on within the marketing landscape and you've recognized the fact that you can get top notedge talent but not have to hire them full time, then what is your advice for companies that want to get started with outsource, seeing whether they're hiring contractors or agencies or freelancers. And the second part of that question would be can they outsource strategy and tactics? I would say begin outsourcing the tactical execution first and foremost. That will be the most easiest thing to outsource, because you know the outcome, you know the thing you like to achieve. So just began to...

...outsource that to someone else will be quite easy. Now, living forward beyond that, ideally a company should know their audience and what platforms are on and what angles that should hit on and what communication hooks should draw that audience in. However, if they do not know that, then of course you can outsource as well, but I'd I do always strongly suggest beginning to outsource the thing you know first and foremost, because that will not only free up time for you to discover the next thing or to look for someone else to help you achieve that, it will also get you rewarded quicker as well. So, essentially, the sooner you is there a little hanging fruit for outsource. See Marketing, for example. If you've got a part of your marketing activity that isn't performing particularly well with that be a candidate for outsourcing. Something I'd tell a lot to our clients inside our dream toom in intensive program is to only outsource things you understand first and foremost. If we are talking about campaigning and from Hos, and this could be cold email, linked in prospecting, facebook prospecting, instagram prospecting, right like, you want to outsource the things you understand first and foremost because they will be easier to build a processes around and you can track them easier and they're probably quicker for say, you to outsource as well. And then, moving beyond that, you want to begin looking at outsourcing things that come up twice. So if that be certain replies to prospects questions or be out of schedule times of you know potential clients as well, you want to begin outsourcing the things you know and then from that begin outsourcing the things that happened two or three times. The other thing about all sourcing is that someone's got to manage it, whether it's the director of marketing, of the VP marketing. You've got to have a quarterback, because...

...you can't let freelancers and agencies and contractors do their own thing, at some point someone's got to oversee the operations. So how should you manage through party marketers? As important, how should their performances be assessed? To use the regular metrics that you use internally, or are there other benchmarks that you should be using to make sure that your agencies and your freelancers are performing as expected? Good question. So you can get very complicated quickly. So essentially you want to take it easy for them to actually complete task for you and you want to take it easy for yourself from track those tasks as well. If we're talking specifically bad a certain agency, that then maybe outsourcing too. Having them deliver you a report every single you know, Tuesday or Thursday makes sense. A lot of agencies will give their Class A report every four weeks. That's too late. I would strongly urge companies to get their shoet Adencies to give them a report every single seven day period. This allows for change an actual review a lot quicker. That's the first thing in terms of being able to track their actual task and natural progress. If you were outsourcing to a freelance or two, a contracted you should have them inside a team poll. If that be a Hanna trello or, for example, place camp as well. You want to have them be out of crossoft tasks, ask questions, track the actual progress of certain tasks and certain processes and certain procedures. You need some way to track that if you're hiring a freelance or a contractor. Final question about outsource, and before we get to talk about your system. Doesn't make sense for companies not all source any of their marking at all? Or would it be, I don't want to call it economic suicide? Would...

...but it would. Would it be a bad move economically to keep everything in house? Depends on your profit margins, because obviously if you are hiring in house, the actual cost is a lot higher, like not only do you have the actual employees, but you've got you know that sort of sort off. You know insurance and there and it's a property itself and the hardware and that. You know electricity and all that. So if you've got unbelievably huge profit margins and then you're happy to throw cash at something which doesn't have to cost a lot, then yes, sure, but I think for a lot of companies moving forward it would be very hard to get a strong return from something that costs so much. Not to say that it's not impossible, but you know, you, you, you know, could get a free to one return hiring any house, or you could get you a twelve to one free turn hiring from overseas or hiring from another country as well. So that's great. We've talked about outsource seeing, we've talked about the benefits of outsource seeing, and what I'm really interested in talking about, the reason I had you on the podcast, is this system that you've come up with to outsource sales. There's a lot of people out there who don't like to sell, and selling as hard I know from running my own business, it's a lot more fun doing the work than having to sell. So explain to me your system, how it came about, how you apply it to your own business and how you're starting to allow other companies around the world, including many agencies, to use it to drive their own businesses forward. Sure. So, in short, we have a team of seventeen people for my agency. Sixteen of those are on client delivery and a single person is on cold outreach. And they do cold out which on Instagram, Linkedin facebook, a little bit of Youtube as well, alongside cold email, online forms and also community groups, and their role is essentially to connect myself up with our sure potential prospects...

...and they would talk on behalf of me, using our scripts and protocols and triggers and all of that, and they would move that prospect closer to then scheduling a call and then at the right time, they then would that they then would schedule a call with that prospect on my behalf, and that's all just created using scripts and processes and trackers and natural triggers and actual procedures. It's it's not anything hard, it's just a lot of small living parts. And what's great about this is that we're not using any APPS or any automations to any chrome extensions right. So our company owns the actual procedures. So not only do we have actual influence on the speed and on the targeting and on the actual quality of the actual processes, we're also not going against any platform terms of service because we're not using automation, with just using a team or in this case a single person to actually prospect for me, and the results have been tremendous over the last few years. So a couple questions one. Are these full time employees or do you outsource these these activities? And this is lowcast Labor. I mean this is not this is Labor that it's fairly inexpensive. There's really good mergers to be had by hiring a bunch of people who can generate some pretty high emergent business. So in terms of if they are full time, they're doing well. He is doing about four hours for me each day, seven, seven or so hays a week at about five USD per hour. So it costs me anyway between twenty USC to twenty five US d per hour and the end result usually like clockwork. Every single day. I usually end up with about six calls scheduled each day and that's...

...a lot cheaper than adds and a lot cheaper than hiring a certain agency. Right. So that's how we approach it and over the last few years a lot of other agencies and consultants and coaches and trainers have heard about this process and heard about how we address it, and I think the actual, I think I stual attractiveness in it is the fact that it is so low cost and that it is so scalable as well, because you're essentially trying to eidemize every little interaction point on that platform, if it be viewing a story or commenting on a certain article or endorsing prospects. Or, for example, if let's say a certain prospect endorses you, then how then then es actually how sort of has your team treat that notification and use that to then schedule a call alongside that prospect? Right, so it works well. It is very cost of it is cheaper than doing ads and doing content and it is a lot quicker to get call scheduled for cold out, which then really any other platform that I found over last night or so years. So for companies that are using your system, are they outsourcing sales and marketing? Are they outsourcing some of their tactical work? What exactly are you showing them how to do? And once they learn the system, are they responsible for sourcing all these people? If we are talking about cold outwatch specifically, they only need the highest single person to actually drive in twenty to forty sales calls per week, dependant on how any clients that it's muked. So they essentially hire their own team member. Now, obviously we show them how to actually hire, how to write that your job at how to then? How does that? It's actually strained for that and get the right person on board, and then that company will own those actual processes and they will have their own person hammling that as well. And that really covers the whole spectrum of cold outreach, obviously,...

...from connecting in boxing, scheduling calls, asking questions before calls, engaging on content, sharing inside groups if need be, commenting on certain articles, viewing profiles, endorsing profiles, every little interaction notification on every single platform should be used to push a call forward, and that's what we essentially train companies honors. Honors, how is essentially how? How? How? So do you create a processes around a full time employee who then is the sole responsibility is then to get cooled scheduled for that company every day? Excellent. So people want to learn about your system, where would they go? The best place that goes to probably Jamie stonhousecom in there I show you pretty much a host its Tom showing all all of ours, your protocols and trackers. So I'm I'm a pretty approachable person, as you know, Mark, so I'm sort of happy to show the sort of in a workings of our processes for that well. Thanks for being on the show. J mean, I'm really interested in how people react to your system. I think it's very intriguing. The ability to drive conversations through very low cost methods is something a lot of people should be interested in. Thanks for listening to another episode of marketing spark. If you if you've enjoyed the conversation, please Eve a review as well a subscribed by itunes or your favorite podcast APP. For show notes of today's conversation, visit Mark Evans dot see a blog. If you have questions, feedback or like to suggest a guest, send an email to mark at Mark Evans Dot Sea. To learn more about how I help be tob companies as a CMO for hire, consultant and coach. Visit Mark Evans Dot Sea. Talk to you next time.

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