Is there a stage a company has to be at before starting a company newsletter?

Welcome to this month’s edition of the Ask a Fractional CMO newsletter - where NIM’s Fractional CMOs Jen Kelly & Nicole Croizier answer the most pressing marketing questions from B2B leaders. If you have a question for us, submit it HERE.? ?

This month, we’re tackling a question about company newsletters. These are email newsletters which are sent to your list to keep your subscribers informed about the latest tips, insights, your company's news,?ideas, insights, and information. The question is a big one this month as it covers many pain points. "Is there a stage a company has to be at before starting a company newsletter? We don't think?a company newsletter is for us because:

• I know everyone who would be on the list - it is too small
• We don't have earth-shattering news each month to share
• We're a new company/new division/new to the region - we need to get established before we send a newsletter"

Our answer - it is never too early to start a company newsletter, it is one of the best marketing assets a company of any size can have because you own the list, people have "invited" you into their inbox, and no social media platform change can harm your ability to be in contact with your list. Let's expand on those points in the question:

1. Small List: Knowing everyone who would be on the list indicates the business leader is concerned the list of people to mail is too small.? Famously we heard a story last month of someone starting an email newsletter and sending it to the 9 (nine!) people on her list (she did know them all ) and got two sales. You never are too small to get started. Your list doesn't need to be full of "strangers" to count. And with a lot of marketing initiatives, this point of view is too self-serving. We have to remember that our company marketing is not for us - it is for our clients/potential clients. People sign up to a company's newsletter list to be kept informed about the company's progress, products and place in the market (or in their own mind). If you know of them, all the better. Don't let list size stop you from starting. ?
2. No News: We were lamenting over the fact the "newsletter" is called a "newsletter" and wondered if people took this too literally. What information you share in your company newsletter does not have to be mind-blowing discoveries in each issue. What you may think isn't amazing news to you is in fact news to your email subscribers. Of course, too, they are not thinking about your business 24/7, the same way you may be. They are not deep in your industry like you are. The information you will share with them will be news to them. Different ways to think about challenges in the industry, a part of the product you haven't explained in-depth before, a frequently asked question you feel will benefit a wider audience - this is all helpful news to your audience.?Trust us, you have enough "news". ?
3. We're new: You may be a new company, a new division inside an established company or new to the industry/region. What better way to start to build an audience? Instead, folks seem to think that they have to be around for "X" amount of time before they can start a company newsletter. Not true. You're new, you're moving into the industry/region with new thoughts, new ways and new offerings. What better way to build a relationship that can lead to sales and referrals than with a consistent newsletter? Your audience can grow along with you and when ready to buy, have seen your path forward and have been with you along the way until they were ready to become a customer. You have more time in a newsletter to get across your point of view?which is key when you're the new offering. You have the time to explain your concepts, the intricacies of your product or the different ways you will help the market. That is hard to do in a 12-second reel.

With Nicole and I being the marketing ladies who can't stop talking about sales - here's how having a company newsletter can help your sales team:

• Remember you: Unfortunately, not everyone attending a sales presentation/pitch/call from your company is ready to buy that day. Add the contact (with permission) to your company newsletter list so you have a chance to keep top of mind with them - for when they are ready to buy, they remember your company. ?
• Referrals: Did you ever have that person who would never buy from you, yet they sent countless clients and customers your way? They need to know what is new and are an ideal ally to have on your list. Of course, you don't know who they are until they start sending the work your way...but you need to start somewhere. ?
• Discovery at their pace: The start of the sales process is awareness. People first getting to know about your company may be intrigued but not ready to do anything further. A company newsletter lets them continue their research and education on you at a pace that works for them. They have the chance to open your newsletter (one or more times) when it suits their schedule, unlike social media which can be a "blink and you missed it" experience.

Need help getting started? We offer a 3, 6 and 12-month newsletter package where we set everything up and keep it going. This includes email software, list management, design, content, mailing and reporting. If you've got that all set up but it has lapsed because your marketing team is at capacity, we can help. Simply reply to this email with "newsletter help" and we'll have a conversation. ?

Or if you want to talk:? ?Book Your Call Now

Ongoing Question: When Should You Hire a Fractional CMO?

So when is the right time to engage a Fractional CMO? Here are some of the common signs that your B2B organization might find itself in a position where it’s time to engage a Fractional CMO:

1. Growing fast! Navigating uncharted growth phases: As you navigate growth, you might encounter uncharted waters. Rapid expansion, entering new markets, or scaling operations can stretch your marketing capabilities. Engaging a Fractional CMO provides access to seasoned expertise that can guide your marketing strategies through unanticipated challenges. ?
2. Stalled growth! Overcoming revenue plateaus: Revenue plateaus can be frustrating for any business. If you’ve hit a ceiling in terms of revenue growth, a Fractional CMO can inject a fresh perspective and new strategies. Their insight into market trends and revenue-focused approach can help you break through stagnation and chart a new growth trajectory. ?
3. Price Pressure! Enhancing sales efforts: If you’ve grown your company primarily on sales-led initiatives, you eventually reach a sales plateau that’s hard to move past by making more sales calls or hiring more salespeople. This is a sure indication that it’s time to invest more seriously in marketing to boost your sales efforts by bringing in more leads, bringing in leads that are more qualified, or qualifying your leads through strategic marketing. ?
4. Make it work better! Elevating marketing impact: If your ad-hoc marketing efforts haven’t been yielding the desired impact, it’s time to reassess your strategy. A Fractional CMO can review your existing initiatives, identify gaps, and introduce innovative approaches that rejuvenate your marketing campaigns and resonate with your target audience. ?
5. Tame the chaos! Integrating ad-hoc marketing: If you’ve been using marketing contractors or agencies here and there for ad-hoc campaigns to support your sales efforts, a Fractional CMO can help you integrate and streamline all of your random acts of marketing into a more strategic approach that is aligned with your business goals.? ?
6. Too much change! Managing transformational shifts: If you’re going through a period of change in your organization, such as product diversification, organizational restructuring, or digital transformation, you likely need the support of adaptable marketing strategies. A Fractional CMO with experience in navigating such transformations can provide insights that guide your marketing through these changes. ?
7. Enter the experts! Leveraging specialized expertise: Introducing new products, entering a niche market, or targeting a specific industry often demands specialized expertise. A Fractional CMO with relevant industry experience can craft strategies tailored to your unique needs, ensuring your marketing efforts align with the intricacies of your target audience. ?
8. What’s new! Reinvigorating stale initiatives: If you’ve been relying on the same marketing strategies for a while, it’s natural to see diminishing returns. A Fractional CMO can revitalize your marketing initiatives, introducing innovative ideas that capture your audience’s attention and rekindle engagement. ?
9. Fresh eyes! A third-party perspective for existing marketing leaders: For B2B organizations with a senior marketing leader already in place, such as a CMO, VP of Marketing or Marketing Director, it’s easy to get busy and overwhelmed with the day-to-day demands of marketing and it can be tough to allocate resources to reviewing or updating the marketing strategy. Plus, over time you become closer and closer to the business, and it can be important to get a neutral third-party perspective. A Fractional CMO can be an ideal option for either of these scenarios. ?
10. Sharing wisdom! A senior leader & strategic guide for junior marketing teams: If you have a marketing team of junior professionals or a single marketing person on staff who could benefit from working with a more senior strategic marketing leader, a Fractional CMO is an ideal option to bring in needed strategic thinking and senior-level marketing guidance to help your junior teams thrive. ?
11. Who’s on first? Guiding resource allocation: In a resource-constrained environment, making the most of your marketing budget is crucial. A Fractional CMO can help you allocate resources strategically, ensuring that your investments yield optimal returns and contribute directly to your business objectives.

Is a Fractional CMO Right for You? If any of the points above resonate with you, it might be time for you to engage a Fractional CMO. The best part is Fractional CMOs offer flexibility and expertise without the long-term commitment and expense of hiring a full-time CMO. You access high-level marketing guidance without the need for a permanent executive-level hire. Best of all, you get the instant senior marketing leadership you need, now.

We encourage you to schedule an Ideal Next Steps call to see if a Fractional CMO is right for you. Just reply to this email and we can set up a time to talk.?

What's Your Question? Ask Us Now and Be Featured in the Ask a Fractional CMO Newsletter

Ask a Fractional CMO is the monthly newsletter where you get to ask your most pressing questions around B2B marketing. NIM's Fractional CMOs Jen Kelly and Nicole Croizier will tackle two questions each month, answering them in their Ask A Fractional CMO video blog and newsletter. ?You can ask your question now and review answers to past questions RIGHT HERE.

Lead a Company? Let's do Lunch

Our monthly Founder's Lunch is a 90-minute meal at a local (Greater Toronto Area) restaurant with 4-8 other business owners. Typically all are meeting for the first time. It is a meaningful and effective way to meet other owners/founders/leaders and to share a meal and good conversation in a small group setting. These have been wildly successful with many attendees benefitting greatly from the new connections and the?leap taken to meet new people. If you would like to join the next one, email [email protected] for details.

Do You Know It’s Time to Invest In Marketing But Aren’t Sure Where to Start?

When you know it’s time to get more serious about marketing, the options out there can be confusing. That’s why we created The B2B CEO's Ultimate Guide to Building a Marketing Team in Today's Complex Marketing World. This comprehensive 30+ page guide walks you through all the questions you need to answer first in order to make the right decisions around your B2B marketing, including:

1. When to Invest in Marketing: How do you know when it’s time to get more serious about marketing? What are the top signs that your current strategies are no longer working? ?
2. How to make the decision to hire in-house or outsource?? ?
3. What are the marketing model options available for B2B companies at your stage?? ?
4. Is it better to hire in-house, outsource to marketing agencies, or hire a Fractional CMO + marketing team??

They are all solid options, but what are the benefits and challenges of each, and when should each be used? More importantly, which is the right option for where your business is at right now? Download the guide right here and let us know what your questions are by replying to this email.

Ready to Get Started? Here’s How to Work With Us:

1. Fractional CMO & Expert B2B Marketing Team:? When it’s time to ramp up your marketing, we give you the senior marketing leadership and instant marketing team you need, right now. For more than 14 years, our team of senior marketing leaders and expert marketing specialists have been helping B2B companies with the strategic direction and real-world execution needed for practical, long-term results. Learn more or book a consultation now.?
2. Strategy First: Strategy First is a 60-day proven B2B? marketing strategy process. At the end of 60 days, you will have a client-focused and actionable 12-month marketing strategy that is ready to implement - either by you or our Fractional CMO & Expert B2B Marketing Team. Learn more or book a consultation now.?
3. Customized Program: Not sure what type of marketing support you need? Then book a consultation and we’ll assess your needs and recommend a customized program or workshop. Book your consultation now. ?