{"id":3924,"date":"2024-08-28T09:28:13","date_gmt":"2024-08-28T07:28:13","guid":{"rendered":"https:\/\/b2impact.com\/allgemein\/warum-das-chaos-rund-um-das-coronavirus-eine-chance-fuer-das-b2b-marketing-sein-kann\/"},"modified":"2025-03-17T10:27:54","modified_gmt":"2025-03-17T09:27:54","slug":"coronavirus-a-chance-for-b2b-marketing","status":"publish","type":"post","link":"https:\/\/b2impact.com\/en\/coronavirus-a-chance-for-b2b-marketing\/","title":{"rendered":"Investing in the independence of your own marketing: a strategic decision for sustainable success"},"content":{"rendered":"<p><span data-contrast=\"auto\">B2B marketing managers are faced with the challenge of organising their marketing activities more efficiently and flexibly while reducing their dependence on external service providers.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:279}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">The solution? Setting up an independent marketing organisation. Read here how you can optimise your marketing strategy, reduce costs and gain valuable insights into customer behaviour through targeted investments in internal resources and technologies in order to achieve sustainable growth.<\/span><\/p>\n<p><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:279}\">\u00a0<\/span><\/p>\n<h2 aria-level=\"2\"><span data-contrast=\"none\">The most important facts in brief<\/span><\/h2>\n<p>\u00a0<\/p>\n<ul>\n<li><b><span data-contrast=\"auto\">Independent B2B marketing: <\/span><\/b><span data-contrast=\"auto\">How you can control your own strategies with your own teams and technologies.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:279}\">\u00a0<\/span><\/li>\n<li><b><span data-contrast=\"auto\">Advantages: <\/span><\/b><span data-contrast=\"auto\">Savings, flexibility, fast reactions and full data control.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:279}\">\u00a0<\/span><\/li>\n<li><b><span data-contrast=\"auto\">Strategic tools:<\/span><\/b><span data-contrast=\"auto\"> Necessary investments in CRM, marketing automation and more.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:279}\">\u00a0<\/span><\/li>\n<li><b><span data-contrast=\"auto\">Own content: <\/span><\/b><span data-contrast=\"auto\">Use of owned media and corporate publishing for direct customer communication.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:279}\">\u00a0<\/span><\/li>\n<li><b><span data-contrast=\"auto\">Mastering challenges: <\/span><\/b><span data-contrast=\"auto\">Solutions for setting up an internal marketing structure.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:279}\">\u00a0<\/span><\/li>\n<li><b><span data-contrast=\"auto\">Agency support: <\/span><\/b><span data-contrast=\"auto\">When and how an agency can provide targeted help to fill internal gaps.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:279}\">\u00a0<\/span><\/li>\n<li><b><span data-contrast=\"auto\">Future-proof: <\/span><\/b><span data-contrast=\"auto\">Why independence in marketing is an advantage in the long term.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:279}\">\u00a0<\/span><\/li>\n<\/ul>\n<p>\u00a0<\/p>\n<h2 aria-level=\"2\"><span data-contrast=\"none\">What does independence mean in marketing?<\/span><\/h2>\n<p>\u00a0<\/p>\n<p><span data-contrast=\"auto\">Independence in <a href=\"https:\/\/b2impact.com\/en\/b2b-marketing\/\">B2B marketing<\/a> means that companies can manage their marketing strategies and measures independently and effectively without having to rely on external partners or platforms. <\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:279}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">This includes the establishment of specialised internal teams, the development of specific skills and the implementation of customised technologies and tools. The aim is to achieve sustainable independence in the implementation of marketing strategies and at the same time to make targeted use of external support when this makes strategic sense.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:279}\">\u00a0<\/span><\/p>\n<p>\u00a0<\/p>\n<h2 aria-level=\"2\"><span data-contrast=\"none\">Advantages of independence in marketing<\/span><\/h2>\n<p>\u00a0<\/p>\n<ol>\n<li style=\"margin-bottom: 20px;\"><b><span data-contrast=\"auto\">Cost efficiency<\/span><\/b><span data-contrast=\"auto\">By building up internal resources, B2B companies can save costs in the long term that would otherwise be incurred for external service providers. One-off investments in employee training and technology often amortise faster than ongoing external costs.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:279}\">\u00a0<\/span><\/li>\n<li style=\"margin-bottom: 20px;\"><b><span data-contrast=\"auto\">Flexibility and responsiveness:<\/span><\/b><span data-contrast=\"auto\"> In-house marketing capacities enable companies to react more agilely and quickly to market changes or specific customer requirements. Independence from external service providers shortens response times and enables strategic adjustments to be made quickly in a dynamic market environment.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:279}\">\u00a0<\/span><\/li>\n<li style=\"margin-bottom: 20px;\"><b><span data-contrast=\"auto\">Data sovereignty and security:<\/span><\/b><span data-contrast=\"auto\"> Companies retain complete control over their data, which is particularly important in times of stricter data protection requirements and complex compliance regulations. An internal marketing strategy ensures that all data remains secure within the company, minimising the risk of data breaches and ensuring compliance with legal regulations.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:279}\">\u00a0<\/span><\/li>\n<li style=\"margin-bottom: 20px;\"><b><span data-contrast=\"auto\">Deeper customer knowledge: <\/span><\/b><span data-contrast=\"auto\">By having direct control over all marketing data, companies can gain deeper insights into the behaviour and needs of their B2B customers. These insights are particularly valuable for developing personalised account-based marketing strategies that are tailored to the specific needs of individual target customers.<\/span><\/li>\n<\/ol>\n<p><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:279}\">\u00a0<\/span><\/p>\n<h2 aria-level=\"2\"><span data-contrast=\"none\">Strategic investments in internal marketing capacities<\/span><\/h2>\n<p>\u00a0<\/p>\n<p><span data-contrast=\"auto\">In order to achieve independence in marketing, companies should make targeted investments in certain areas:<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:279}\">\u00a0<\/span><\/p>\n<ul>\n<li style=\"margin-bottom: 20px;\"><b><span data-contrast=\"auto\">Marketing technology stack:<\/span><\/b><span data-contrast=\"auto\"> Investments in technologies such as CRM systems, marketing automation tools, account-based marketing software, content management systems (CMS) and analytics tools are essential. These technologies make it possible to plan, execute and measure marketing activities efficiently without having to rely on external software solutions.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:279}\">\u00a0<\/span><\/li>\n<li style=\"margin-bottom: 20px;\"><b><span data-contrast=\"auto\">Owned media and corporate publishing: <\/span><\/b><span data-contrast=\"auto\">A central aspect of independence is the focus on <a href=\"https:\/\/b2impact.com\/en\/corporate-publishing\/\">Owned media and corporate publishing<\/a>. By creating your own content such as <a href=\"https:\/\/b2impact.com\/en\/branding-in-b2b-marketing-the-value-of-a-strong-brand-2\/\">Blog posts<\/a>e-books, podcasts and <a href=\"https:\/\/b2impact.com\/en\/video-production\/\">Videos<\/a> companies can communicate their brand messages directly to their target groups. This is not only cost-efficient, but also strengthens brand authority and promotes long-term customer loyalty through authentic and relevant content.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:279}\">\u00a0<\/span><\/li>\n<li style=\"margin-bottom: 20px;\"><b><span data-contrast=\"auto\">Training and further education:<\/span><\/b><span data-contrast=\"auto\"> The continuous development of internal competences is crucial. Organisations should invest in upskilling their employees to ensure they understand and can apply the latest marketing strategies and technologies. This can be done through internal training, external seminars or specialised online courses.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:279}\">\u00a0<\/span><\/li>\n<\/ul>\n<p>\u00a0<\/p>\n<h2 aria-level=\"2\"><span data-contrast=\"none\">Challenges and solutions<\/span><\/h2>\n<p>\u00a0<\/p>\n<p><span data-contrast=\"auto\">Setting up an independent marketing department brings challenges:<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:279}\">\u00a0<\/span><\/p>\n<ul>\n<li style=\"margin-bottom: 20px;\"><b><span data-contrast=\"auto\">Resource expenditure:<\/span><\/b><span data-contrast=\"auto\"> The development of internal structures requires initial investment in employees, training and technology. Companies must be prepared to invest time and money in order to reap the benefits in the long term.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:279}\">\u00a0<\/span><\/li>\n<li style=\"margin-bottom: 20px;\"><b><span data-contrast=\"auto\">Complexity of technology integration:<\/span><\/b><span data-contrast=\"auto\"> The introduction of new technologies and their integration into existing systems can be complex. Companies should plan carefully and, if necessary, bring in external experts to ensure smooth integration and optimise the use of the systems.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:279}\">\u00a0<\/span><\/li>\n<li style=\"margin-bottom: 20px;\"><b><span data-contrast=\"auto\">Change management: <\/span><\/b><span data-contrast=\"auto\">The transition to an internal marketing organisation can be met with resistance. It is important to utilise change management strategies to motivate employees and make the transition successful. This is particularly important in the B2B sector, where internal structures are often more complex and resistance can be greater.<\/span><\/li>\n<\/ul>\n<p>\u00a0<\/p>\n<h2 aria-level=\"2\"><span data-contrast=\"none\">The role of a competent agency as a strategic addition<\/span><\/h2>\n<p>\u00a0<\/p>\n<p>Even if independence in marketing is an important strategic goal, working with an experienced agency can still provide valuable support. Especially in areas where internal expertise or resources are lacking, an agency can act as a valuable partner on the path to independence.<\/p>\n<ul>\n<li style=\"margin-bottom: 20px;\"><b><span data-contrast=\"auto\">Strategic consulting and know-how transfer: <\/span><\/b><span data-contrast=\"auto\">An agency can not only act as a consultant, but also transfer valuable knowledge by training internal teams and preparing them for the latest marketing trends. This ensures that the internal team is familiar with the best practices and can apply them.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:279}\">\u00a0<\/span><\/li>\n<li style=\"margin-bottom: 20px;\"><b><span data-contrast=\"auto\">Outsourcing with scarce resources:<\/span><\/b><span data-contrast=\"auto\"> The outsourcing of <a href=\"https:\/\/b2impact.com\/en\/b2b-content-marketing-your-guide\/\">Content marketing<\/a> and online marketing can be useful when internal resources are limited. An agency can fill these gaps and deliver high-quality marketing material at the same time. Companies benefit from the efficiency and expertise of the agency, while they can use the acquired know-how to handle similar tasks internally in the future.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:279}\">\u00a0<\/span><\/li>\n<li style=\"margin-bottom: 20px;\"><b><span data-contrast=\"auto\">Support for special projects:<\/span><\/b><span data-contrast=\"auto\"> For specialised campaigns or projects that go beyond regular internal capacities, agencies offer targeted support. This enables companies to react flexibly to market requirements without entering into long-term commitments.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:279}\">\u00a0<\/span><\/li>\n<li style=\"margin-bottom: 20px;\"><b><span data-contrast=\"auto\">Evaluation and optimisation:<\/span><\/b><span data-contrast=\"auto\"> External agencies can evaluate existing processes and make targeted suggestions for improvement, which leads to more efficient utilisation of internal resources.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:279}\">\u00a0<\/span><\/li>\n<\/ul>\n<p>\u00a0<\/p>\n<h2 aria-level=\"2\"><span data-contrast=\"none\">Long-term perspective and future outlook<\/span><\/h2>\n<p>\u00a0<\/p>\n<p><span data-contrast=\"auto\">Investing in the independence of your own marketing is a strategic decision that ensures long-term success. Companies that strengthen their own marketing capacities are better positioned to react flexibly to market changes, drive innovation and achieve sustainable growth.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:279}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">A clear strategy, the right investments and targeted support from a competent agency enable companies to fully utilise the advantages of independent marketing and successfully stand out from the competition.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:279}\">\u00a0<\/span><\/p>\n<p>\u00a0<\/p>\n<h2 aria-level=\"2\"><span data-contrast=\"none\">Your next step towards marketing independence<\/span><\/h2>\n<p>\u00a0<\/p>\n<p><span data-contrast=\"auto\">If you are thinking about how you can further expand your marketing independence and at the same time benefit from the expertise of an experienced agency, we are here for you. <a href=\"https:\/\/b2impact.com\/en\/contact-b2impact\/\">Get in touch with us<\/a> for a no-obligation consultation - our experts are ready to support you on your journey and develop the best strategy for your company.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:279}\">\u00a0<\/span><\/p>\n\n\n<p><\/p>","protected":false},"excerpt":{"rendered":"<p>B2B marketing managers are faced with the challenge of organising their marketing activities more efficiently and flexibly while at the same time reducing their dependence on external service providers...<\/p>","protected":false},"author":65,"featured_media":15549,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"content-type":"","site-sidebar-layout":"default","site-content-layout":"default","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"default","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"set","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[6],"tags":[25,102],"class_list":["post-3924","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-b2b-marketing","tag-b2b-marketing","tag-coronavirus"],"_links":{"self":[{"href":"https:\/\/b2impact.com\/en\/wp-json\/wp\/v2\/posts\/3924","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/b2impact.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/b2impact.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/b2impact.com\/en\/wp-json\/wp\/v2\/users\/65"}],"replies":[{"embeddable":true,"href":"https:\/\/b2impact.com\/en\/wp-json\/wp\/v2\/comments?post=3924"}],"version-history":[{"count":0,"href":"https:\/\/b2impact.com\/en\/wp-json\/wp\/v2\/posts\/3924\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/b2impact.com\/en\/wp-json\/wp\/v2\/media\/15549"}],"wp:attachment":[{"href":"https:\/\/b2impact.com\/en\/wp-json\/wp\/v2\/media?parent=3924"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/b2impact.com\/en\/wp-json\/wp\/v2\/categories?post=3924"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/b2impact.com\/en\/wp-json\/wp\/v2\/tags?post=3924"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}