Bringing in external marketing support can be a game-changer for B2B startups and small businesses looking to increase their marketing impact. But, these marketers can only help you if they know what you need from them.
Whether you’re engaging a fractional CMO, a specialized consultant, or a full-service agency, the key to a successful marketing partnership is clear communication right from the start.
Ensuring you and your marketing experts are on the same page regarding project expectations, priorities, and parameters is critical for achieving the outcomes you want.
By briefing your marketers with clear goals, requirements, and definitions of success, you set the stage for effective collaboration and enable them to do marketing work that works for your business.
So, how do you brief your new marketing service provider, and what information do you need?
Before you kick off any project, your marketing contractor or agency will need a solid understanding of your business. The better the information you provide, the better equipped they’ll be to develop marketing strategies and tactics that resonate with your target audience and drive results .
Here’s the key information you’ll want to share with them:
|
Category |
Information to Gather |
|
Company Background |
Mission statement, vision, core values, company history, unique selling propositions |
|
Target Audience |
Demographics (age, gender, location, income), psychographics (interests, lifestyle, values), pain points, online behavior, buying habits |
|
Current Marketing Efforts |
Channels used (social media, email, paid advertising, content), strategies employed, performance data (website traffic, engagement, leads) |
|
Sales Cycle & Customer Journey |
Stages of the sales process, typical customer touchpoints, time to conversion |
|
Brand Identity & Guidelines |
Logo files, color codes, font specifications, brand voice and tone documentation, key messaging |
|
Budget |
Total marketing budget, allocated budget for the specific project, flexibility for additional expenses |
|
Marketing Goals |
Specific, measurable, achievable, relevant, and time-bound objectives for the marketing partnership |
It's important to be as thorough and as honest as you can, so your marketers have a clear picture of your business and what they need to achieve.
But, if you don’t have some of this information, don’t worry. Your marketing contractors or agency may be able to help you develop elements like your target audience, customer journeys, or brand guidelines .
Be sure to discuss these needs with them to understand how adding this foundational work would impact the overall scope of the project, the timeline, and the budget.
Once you’ve collected the necessary information, the next step is to communicate your marketing expectations. A clear brief is essential for setting direction and ensuring everyone is aligned on what work will be completed and what success should look like.
Your marketing contractor likely has their own client onboarding process and will ask you about the following. Be ready to discuss with them and clarify any questions they may have:
Tell your contractor or agency exactly what you want them to accomplish. What are the outcomes or deliverables you’re looking for, and what key performance indicators (KPIs) will be used to measure success?
If you’re not sure what the deliverables or KPIs should be, talk to your marketer about what a win would look like for you. What sort of result would make you happy when the project is over? This can help them to define project outcomes that meet your goals.
By being clear about what you want to get out of your marketing project, you’ll enable your marketer to develop the best plan to give you what you want. You’ll also give them the opportunity to ask any questions and address any issues early on, before they create problems for the project.
Beyond the desired outcomes, share any other requirements that your marketing needs to meet, or that they should be aware of.
As outlined above, tell your marketer who your target audience is. Share what you know about their customer journey, and how your marketing should align with your sales cycle. If you have brand guidelines or stylistic requirements, share those so your marketer can implement them. Are there company policies or stakeholder expectations that need to be adhered to?
Your should also set a realistic timeline and budget for your marketing project, so that your marketer understands the parameters they’re working within.
This information will help your marketing team set priorities accordingly, and design a realistic marketing plan to achieve your goals.
Beyond the core objectives and requirements of the project, let your marketing consultant know about your desired workflow, including expected processes, milestones, or other parameters.
If your team uses a particular project management methodology, or if there are key tools or formats for communication, or if you have other expectations for how your marketer will interact and share information with you and your team, let them know.
This helps everyone understand how to work together and keep the project running smoothly.
Building a strong working relationship with your outside marketing help is just as important as the initial briefing. Clear, honest, and frequent communication make sure everyone is on the same page and that expectations are being met.
Use regular project statuses and check-ins around key milestones to keep everyone informed and address issues proactively.
Timely and constructive feedback is also essential for guiding your contractor or agency’s work effectively. Make sure your feedback is specific and actionable, helping them understand what’s working well and where adjustments might be needed.
And, finally, work with your marketer to measure and review the performance of your marketing throughout the life of the project, instead of waiting until the end. Monitoring your marketing results on an ongoing basis allows you to catch issues early or spot opportunities to increase your success, giving you both the ability to optimize your marketing efforts to deliver against your goals.
Engaging external marketing help can be incredibly beneficial for your startup or small business, but there are some common mistakes to avoid.
One frequent hazard is launching a marketing engagement without a clear idea of what you want to achieve. You might be excited to work together, but don’t really know what you’re trying to do. Without clearly defined goals and deliverables, it’s easy for misunderstandings to arise and for the project to veer off course.
Another common challenge is micromanagement . While it’s natural to want to stay informed, constantly hovering over your marketing partner’s work can stifle their creativity and undermine their expertise. Trust the professionals you’ve hired to do what they do best.
Lastly, avoid treating your marketer like a vendor. Marketing is a collaborative exercise, and your marketing team will do their best work when they have strong communication and integration with you and the rest of your business. A strategic partnership based on mutual respect and open dialogue will lead to far better results than a transactional relationship.
Don't know how to start putting all this marketing info together, or don't have time to manage a marketing agency or contractors? A fractional chief marketing officer like me can help.
I work with my clients to develop their marketing strategies and goals, define the marketing work that's needed, and source and hire marketing contractors, agencies, or full-time staff to meet their marketing needs. I also manage those marketing specialists to ensure projects are developed and delivered as promised, and I work with them to monitor and optimize those projects for success.
Depending on your needs, I can help you manage your marketing on a part-time or project basis so you can manage your workload and budget effectively. Get in touch if you’d like to learn more!
Investing the time and effort to properly brief your marketing contractor or agency is an investment in the success of your marketing initiatives. By providing comprehensive information, clearly outlining your expectations, and fostering open communication, you set the foundation for a productive and satisfying partnership that delivers for your business.