Extend your marketing reach strategically for more effective results

Limited marketing resources – whether in terms of people, expertise, or budget – is a common challenge faced by organizations. To overcome this, marketing departments often rely on agencies.  

A successful marketing agency will become an extension of your team. We’ve found it beneficial to build partnership with our clients to complement and expand on their marketing team’s skillset in a strategic way that support their objectives. 

The value of integrating external experts into your marketing team 

Integrating external experts who complement your internal strengths is key to successfully extending your marketing reach. This strategy provides several benefits including: 

• • introducing fresh perspectives to your initiatives 
  • offering access to specialized skills and knowledge 
  • creating the environment to “level up” marketing staff knowledge 
  • enabling scalability  
  • navigating budget constraints 
  • providing an alternative to hiring full-time staff for specialized, short-term, or variable workload needs 

Common areas you can use a marketing agency to extend your team include: 

• • Strategic and trusted advisory
  • Content creation  
  • End-to-end program management 
  • Campaign execution 
  • Niche areas such as SEO, analytics, paid media, content syndication, organic social, etc. 

Integrating with Panasas increases quality content output 156% 

Our collaboration with Panasas is a great example of how marketing departments can strategically extend their capabilities through access to experts, tools, and proven templates. Employing a combination of daXai, our marketing-as-a-service platform, and expert guidance from the Mercer-MacKay team, Panasas increased high-end marketing content output by 56%. Panasas’ small marketing team gained both the scalability and efficiency required to deliver on their ambitious marketing objectives.  

Read the full Panasas and daXai case study.  

Our philosophy as an integrated marketing partner 

We partner with our clients as a trusted advisor and integrated extension of their marketing team. There are key tenants we bring to every engagement: 

Plan strategically, execute tactically 

A well-thought-out and articulated strategy supporting short-term and long-term goals is the cornerstone of effective marketing. We begin our integration by identifying key message points, understanding the audience and customer journey, and aligning the right tactics to reach stated goals. This process sets the direction we’ll follow together and expectations to measure against.  

Collaborate and communicate 

Clear and ongoing communication between external and internal teams is necessary. We like to establish regular touchpoints, clear briefings, and aligned goals to ensure all stakeholders are on the same page – working toward the same objective but ready to adapt as developments warrant.   

Test and learn  

We apply a test-and-learn approach to marketing. That means continually measuring, optimizing, and shifting as the data tells us to do so. It’s always worth testing a piece of content or a channel. Solid data is the best way to determine whether to double down or move on.  

Educate and engage 

Sharing our accumulated knowledge and day-to-day discoveries with our clients is the best way we have found to effectively execute in the long term. We take every opportunity to do so.  

How to start 

Extending your marketing team is not just about outsourcing; it’s about building a partnership to enrich your marketing efforts with diverse skills and perspectives. It’s about exploring every chance to be dynamic, proactive, and adaptable for long-term success.  

Is Mercer-MacKay the right fit for you?  

Explore more of our work to see how we deliver the expertise, creativity, and expansive capabilities that will take your marketing to the next level.