One of the most important steps for any B2B business is knowing when to scale up. It’s like a boxer deciding to go pro. But, hold on, taking it to the next level, taking on new challenges—that can be pretty scary, right? What happens if you struggle?
Don’t worry about it! When you have fractional marketing agency specialists in your corner, you’ll find it’s no sweat to quickly scale up your marketing operations, hitting all your targets for that sweet revenue KO.
Let’s hit the gym and learn about the must-have agency resources (and where to get ‘em). Equip these, and you’ll not only muscle up your global scalability efforts, you’ll bolster your campaign localization and demand generation, too!
Why work with fractional marketeers? 4 reasons
We get it, scaling up can seem intimidating. But as Theodore Roosevelt said, “Nothing in the world is worth doing unless it means effort.” Let’s remember there are four prime reasons why successful B2B businesses scale up:
- Growth. By jumping into new markets, you widen your pool of clients. In other words, scaling up means bigger potential for a bigger bottom line.
- Meeting demand. You may find that many of your clients work on a global scale. Rather than be left behind, your business needs to step up and prove it has the means to be a vital relationship. Showing that your business can meet the heavy demands of global B2B marketing can open the way to more accounts, too.
- Stability. Reaching across different regions can also provide your business with more stability. You may even find that a certain region is more amenable to your success than the region you started in!
- Market presence. And of course, work with our team in your regions. Your local marketing managers will love local support.
Meet your challengers: Threats to your scale-up efforts
Of course, a core component of any fighting strategy is knowing what you will be facing. It’s the same for your B2B marketing strategy, too. Let’s check the tape and see what you may come up against:
Lack of internal execution capabilities
What’s your experience with global marketing campaigns? Know that what works on the small scale may not work on larger, more ambitious projects. You’re stepping into a new arena now, so you’re going to need marketing operations and tech experts embedded directly into your team.
Missed opportunities in your global team
Tailoring your content to the global market means understanding many, many markets beyond your own. If you’re in NA, you will need to learn about the rest of LATAM, EMEA, and APAC, for example.
Seems like a lot of work! But here’s a hint–if you take advantage of in-region resources, you can take a shortcut to regional (and thus global) success.
Struggling with real digital marketing expertise
If your business is scaling up to the global level, it’s likely you’re engaging in a bold strategy. But boldness requires carefulness! To illustrate with a rhyme: If your sales and marketing teams aren’t aligned, your entire campaign will falter down the line.
There’s no redos with scaling up; you either are successful at it or not, so why not ensure success with a team that knows the cheat codes? (Spoiler: One cheat code is having an “Account-Based Everything” mindset–but that’s another story).
Bottlenecks in operations and campaign execution
What are the biggest obstacles when it comes to your marketing campaigns? Sometimes it comes at the beginning—the conception, the strategy, the planning. Maybe problems arise near or at the end–the execution.
Or maybe it’s after the campaign finishes—are you getting the data you need from your post-campaign analysis, for one? Obviously, the solution here is a multitouch approach, in the form of a team who can handle all stages of a campaign.
Tripped up in the regulations
Let’s say, for example, you’re a company based in LATAM, looking to expand to EMEA. As a marketing company, you are most likely collecting customer data (if you’re somehow succeeding as a B2B while not, please talk to us–we want to figure out how that’s possible!).
Okay then…how do you account for GDPR? And other regional regulations? Do you have people with the in-depth knowledge that these regs require?
What’s the next step?
So, is one or more of these challenges hitting you where it hurts? Take a breath. It’s okay! Because it’s time for Macro to show you how to make a comeback!
Have a global agency is the team in your corner
No boxer, no matter how good they are, gets to the big time PPVs alone. They have a whole team behind them–trainers, managers, agents, sparring partners, etc. It’s a team effort, dedicated to make it easy for the star boxer to improve, recover, and make it to the fight night feeling confident and ready to take the belt.
Your scale-up strategy works the same way. Because, let’s face it, most of the time B2B marketing is more complicated than it needs to be. To create the right strategies, to get into the markets you’re targeting, to utilize the right MarTech–all of this takes a substantial time of money and effort
However, a global agency, made up of B2B marketing professionals, can cut out a significant amount of this time and effort, allowing you to focus on your key metrics and scale up your business as quickly as possible.
Strategies to scale up your marketing operations
The best boxers don’t rely on one technique. Like master strategists, they’ll switch up their approach depending on the type challenge staring across from the other side. Your global scaling strategy needs a similar diversity of approach. Focus on these tips for max focus and flexibility:
Prioritize in-region support
As marketers, we don’t need to tell you that there’s no one golden strategy that fits all audiences and areas. Knowing is just the start, however. How does one actually follow up on in-region implementation?
Answer: Bring on team members already placed in-region. It’s easier than it sounds! Macro is a global B2B agency, after all–our experts work around the world and in multiple regions. If you want to know if we serve a region you’re interested in expanding to, just talk to us! We’re available at your earliest convenience.
Understand your clients better, go to market quicker
With an effective GTM strategy, you can better understand your clients’ pain points, motivations, and challenges of your clients. How does that look in practice?
- Macro can develop detailed buyer personas that represent the various roles and decision-makers within your target B2B organizations.
- As well, we can create tailored marketing and sales strategies for specific target accounts.
Such strategies will save crucial time in the scaling-up effort!
Diversify your approach with a diversity of experts
Naturally then, by operating in multiple regions and utilizing in-region experts, you get to benefit from ideas and strategies that you may not yet be exposed to. It’s the kind of innovation that can make the difference between a good global company and a GREAT global company.
After all, does it really make sense to act like the same company after scaling up? Growing your business is an inherently transformative act, so embrace the transformation! For more on this idea, check out our blog: Why Work with a Global B2B Marketing Agency?
Stay on top of the regulations
One of the more underrated aspects of a global agency is their familiarity and working knowledge of the many different regulations that apply to each region. GDPR, FTC, PIPC, etc., can all be roadblocks to your scaling-up efforts. Thankfully, there’s no reason to fear all these letters when you know your agency expert is navigating your business through the sea of regulations.
Work with trusted experts
When it all comes down to it, scaling up means needing more resources. That’s the basic math of it! Where those resources come from, and how you employ them, will ultimately decide whether your scaling up will be successful.
In that sense, it’s sensible to avoid taking risks. Instead, let a global agency do this job for you. At Macro, we have operations experts, we have MarTech experts, we have content marketing and design experts…we even have webinar experts!
What’s more, we’ve worked on similar scale-up campaigns to support companies in hyper-growth mode. Sounds like a knockout!
Train your B2B game with Macro, a top global marketing agency
If you’re familiar with Macro, you’re familiar with the benefits of working with a global B2B marketing agency. But if you’ve made a stop here, looking for ways to scale up your B2B business with ease, know there’s no need to look further!
Macro has the goods to bolster your B2B strength:
- The expertise that will help you get the absolute most out of your partner marketing campaigns and digital marketing tools
- The experience that our clients look for when they need to fill gaps in their team or take their campaigns to the next level
- The resources that can empower your partners to revenue more quickly, including localized, in-region support
Ready to supercharge your scale-up efforts and knock down all challenges? Talk to us today