What Type of Fractional CMO Do I Need?
This article was published on April 9, 2020
Categorized in: Digital Marketing
When it comes to marketing, the role of the CMO is so important, and often underrated. It is so underrated, in fact, that many businesses opt to not fill that role, which essentially leaves the company with a massive hole in their personnel. The CMO is crucial for helping the marketing department align with business goals, budgeting, personnel management for the marketing, and so much more.
A Fractional CMO fills this gap in the company because it allows businesses to take advantage of the skill level of a CMO without spending the money on a full-time employee. However, there are many different kinds of Fractional CMOs you can hire. How do you know which one you need?
Choices of Types of Fractional CMOs You Can Hire
In general, there are three different types of Fractional CMO’s you can choose from. There are generalists, industry specialists, those that specialize in B2C, and those that specialize in B2B. The goal for any business that needs to hire a Fractional CMO is find the best match. It’s a good idea to find someone that will do the best job possible. Understanding the differences between the types can help with that. Here’s a look at the differences:
Generalist Fractional CMOs
These are Fractional CMOs that have a broad, capable skill set, but aren’t discerning about the types of clients they take on. On the downside, it can be difficult for these types to really be able to dive in on a specific industry. However, they could be a good choice for a company that isn’t a “heavy lift” in terms of what is needed, such as is the case for smaller businesses.
Industry Specialist Fractional CMOs
There is a subset of Fractional CMOs that focus exclusively on certain industries, and don’t even take on clients that are outside this industries. If you have a really specialized and nuanced industry, you might consider using an industry specialist. These Fractional CMOs can really help you navigate the needs of your industry.
B2C Fractional CMOs
B2C companies have certain needs that need to be addressed, especially when it comes to their marketing. If you have a B2C company, you might want to consider hiring a Fractional CMO that specializes in B2C. These tend to be companies, such as e-commerce brands, that need to reach customers on a regular basis. The type of marketing that needs to be done to keep revenue up is specialized skill, and these Fractional CMOs can help.
B2B Fractional CMOs
Another specialty type of Fractional CMO are those that specialize in B2B companies. Although the industries might change, B2B companies have specific marketing needs that this type of Fractional CMO can help with. A standout of B2B Fractional CMOs is that they understand the nuances of B2B companies. For example, the sales cycle tends to be longer for B2B than B2C.
When it comes to hiring a Fractional CMO, you really should find that the best fit for your business. For example, if you are a B2B company, you will want a Fractional CMO that specializes in that. It will maximize your results!
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About the Author: Brick Marketing President, Nick Stamoulis
Nick Stamoulis is a digital marketing expert and President of Brick Marketing. With 25+ years experience, he specializes in solving complex digital marketing challenges through SEO, content marketing, social media, PPC, email marketing, SEO for AI (GEO) and conversion optimization.
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