Marketing for IT services can be a challenge. Many firms haven’t clearly articulated their value proposition, which can create confusion for buyers. Marketing and sales alignment is crucial, the buying cycle tends to be long and complex with managed services often purchased by “committees” of a dozen or more people. 

To tackle these challenges, you could keep your marketing in-house and build out the capabilities you need yourself. The risk is you can wind up spending the bulk of your budget on payroll and other overhead expenses. And there’s no guarantee you’ll have the evolving skill sets you need to execute your strategy. By outsourcing some or all of your marketing to an outside marketing firm, you can easily scale your marketing efforts, and have instant access to an experienced marketing team. Above all, they need to have deep expertise in both marketing AND B2B technology and services, markets and customer personas.