Tech startups need marketing expertise. It’s not a “nice to have.” It’s a necessity. As many as 56% of startups don’t survive due to poor marketing decisions. They may invest too little, target their efforts in the wrong direction, or even fail to create a good product-market fit.

The answer? A marketing expert on your executive team. But don’t worry — an expensive, full-time hire is not your only option. Many B2B companies are now realizing the many benefits of the Fractional CMO.

A Cost-Effective Choice

Business growth revolves around return on investment (ROI). A full-time hire of a new executive can be a high investment indeed — the average salary is over $360K. That’s not including the cost of benefits.

A Fractional CMO is an executive you hire on an interim basis. Their rate may be similar, pro rata, but they only stay with you for as long as you need them. This might be:

• When you’re first starting out

• After receiving Series A or Series B funding

• During times of peak demand or challenging periods of stagnated growth

When you need a marketing leader who can take control, refocus your efforts, and guide your B2B marketing strategy, a Fractional CMO is a cost-effective choice.

Diverse Expertise and Experience

But B2B companies don’t just hire Fractional CMOs because it’s cheaper. ROI is about what you get out of an investment, and your interim CMO brings plenty to the table. Because they work with many more companies than a traditional CMO, they’ve experienced everything that tech startup marketing can throw at them. They know how to deal with any eventuality and thinking outside the box is as natural as breathing.

Plus, Fractional CMOs depend on success. A traditional CMO has traditional job security. Fractional CMOs simply won’t get hired again if they don’t produce great results, time after time. Your interim marketing expert is as genuinely invested in your success as you are.

Related reading: See clients who’ve had success with Arch Collective’s Fractional CMO services here.

Best Practices for Implementing a Fractional CMO

Once you’ve onboarded the right person for the job, follow these tips to get the most out of your professional relationship:

• Set expectations and goals early on — be honest about what’s not working and where you want to be.

• Understand that your Fractional CMO won’t be on-site every day — but arrange catchups via Zoom, MS Teams, or phone to understand the valuable work they’re doing when not in the office.

• Remember that hours worked don’t equal value delivered — a Fractional CMO may get as much done in half a day’s focused effort as a whole team can in a week, simply because they’ve done it so many times.

• Introduce them to other executives and existing marketing personnel — the faster they can integrate with your teams, the more effective they will be.

Final Word

Gartner believes that, by 2025, 80% of B2B sales will happen via digital channels, without speaking to a company rep. With that in mind, it’s essential to find cost-effective ways to invest in marketing as early as possible. Book a free 15-minute discovery call with Arch Collective, and let’s see if a Fractional CMO could be the answer you’re looking for.

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