How Your Marketing Coordinator and Inbound Agency Work Together

by Isaac Oswalt on February 28, 2017

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This past month, the team here at 21 Handshake has been taking a closer look at the benefits of hiring a dedicated B2B Marketing Manager to streamline efforts between in-house sales, marketing and IT teams and a third-party marketing agency while bringing valuable digital marketing experience to the company. But what if your budget is more entry-level coordinator rather than marketing manager? A marketing coordinator can still be a valuable addition to your company and simplify communication between your in-house team and inbound agency.

4 key benefits to hiring a marketing coordinator:

1. Put an end to logistics nightmares.

Let’s be honest: at small and mid-sized companies, we all need to wear multiple hats and find ways to do more with less. Unfortunately, this also means that more senior-level team members will get bogged down with logistic nightmares, like coordinating schedules for an upcoming tradeshow or hunting down photos for a social media post. These basic tasks aren’t the best use of your senior management’s time and they detract from bigger picture projects, like developing the next campaign. They’re also not a good use of your agency’s time either: you don’t want to eat up valuable retainer time each month on logistical tasks. A dedicated coordinator can handle these tasks as they arise so the senior team can stay focused on the big picture.

2. Streamline communication.

Like the logistics nightmares mentioned above, even simple day-to-day requests can take up valuable in-box space and distract from the main focus. A marketing coordinator can serve as point person for these requests. This offers several key benefits. First, your agency will know exactly whom to contact should they be missing an asset like a new social media photo or need to send along an updated content marketing schedule. Secondly, the coordinator will handle distributing this information to the appropriate team members and updating the group calendar. Everyone stays on the same page and nothing gets lost in the shuffle.

3. Handle social media basics.

An inbound agency is responsible for developing your social media strategy and aligning this strategy to your content marketing program. Whether you pay your agency an hourly fee or a monthly project retainer for a fixed amount of hours, it’s probably not the best use of your money to be paying an intern at the agency to actually post your social media updates. Let your agency handle the big picture projects, like crafting the perfect social media posts and determining optimal posting time in alignment with your big-picture marketing goals. Then, let your coordinator manage the basics of scheduling these posts, monitoring customer comments in real-time, or live-streaming announcements and behind-the-scenes footage.

4. Coordinate with sales.

At some SMBs, a marketing agency actually serves as the company’s entire marketing arm. In this case, the agency not only handles the big-picture strategy, but also needs to coordinate with the company’s sales teams and executive leadership. Without a go-to point person, no one is empowered to manage communication or take action. Important information the agency sends may get lost in emails and the agency won’t be “in the loop” regarding what’s happening in real-time at the company. Worse, the company may miss out on valuable marketing opportunities since there’s no designated person to capitalize on real-time opportunities as they arise. A marketing coordinator will bridge this gap, freeing the agency up to focus on the big-picture and keeping the sales team up-to-date on new marketing developments.

Even if your company doesn’t have the budget for a senior-level hire like a B2B Marketing Manager, a Marketing Coordinator can still be a valuable and cost-effective addition to the team. By eliminating time-consuming logistical tasks and preparing the team to capitalize on real-time marketing opportunities, you may find that your new addition more than pays for himself.

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Isaac Oswalt

Owner of 21 Handshake, a strategic marketing company, driven to grow relationship-driven businesses. Futurist in nature, Isaac displays a deep desire to preserve the human element in today's business. Trust being the ultimate currency, his clients appreciate that "new and stronger handshakes" is a success metric in their businesses.

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