Many B2B companies are taking crucial strides to penetrate online markets.
As a result, these companies are spending a good deal of their operational budget to come up with better strategies. According to a report by the CMO Council, online marketing expenditures reached $62 billion last year. A bulk of this amount is spent on targeted mailing and content marketing. Indeed, this number demonstrates how aggressive B2B companies have become.
It should also serve as a compelling reason for development. Mobility is possible only through proper investments.
Aside from the proper ICT infrastructure, you could also hire a consultant. A competent and results-oriented specialist provides a steady flow of helpful advice. From SEO to email composition, a consultant is crucial in meeting your campaign goals.
But there is still a lot to consider before hiring a competent direct marketing specialist. Take these tips and see if a candidate has the credentials.
Identify dedication to your goals
Your consultant might have dealt with other B2B players in the past. As far as professionalism is concerned, he or she has worked for the completion of distinct goals. This fact shouldn’t irk you while you are reviewing a candidate’s resume. An impressive array of testimonials and accomplishments are enough evidence that he or she is good at the job regardless of the types of clients. Moreover, they can give good assurances that the same enthusiasm will be applied to your campaign.
Identify key strengths and weaknesses
But don’t be convinced by CVs alone. There are tons of ways candidates can prove their potency. Achievements are in fact secondary. As a manager, try to narrow down your searches to include key proficiencies. Is the candidate experienced in SEO analysis and blogging? Does he or she have a thorough knowledge of typical B2B challenges online? What specific industry has he or she served? Ask the right questions and you might just find the right person to the job.
Determine problem-solving competencies
What does a consultant do? To put it simply, a consultant identifies the problem and provides solutions. But many veteran marketers will tell you that most solutions fail because they are applied to the wrong problems. The “solving” in problem solving can only be helped through understanding the “problem.” It doesn’t involve taking a quick gander of the problem and say, “Okay, it’s a problem.” Consultants are highly analytic individuals. Make sure that your candidate has the ability to look into key issues from all possible angles.
Online consultancy is a discipline in the same mold as online marketing. Moreover, its functions go beyond mere consulting. You might as well expand your direct marketing campaign budget to include a specialist who can give cost-effective advice.