The Indie List
Fractional Marketing Collective

A new service from The Indie List

Welcome to the Fractional Marketing Collective

Businesses with real ambition are constantly looking for ways to grow or expand into new territories. Marketing expertise and guidance is crucial in realising a successful business or go-to-market strategy. Assigning marketing tasks to managers with other responsibilities can leave the strategy unfulfilled and we know that many businesses just can’t afford having a full-time Marketing Director on their payroll.

That’s why hiring a Fractional Marketing Leader on a contract basis makes so much sense and can help enterprises to make that next leap forward.

For that reason, we’ve launched the “Fractional Marketing Collective” – a new service from The Indie List providing access to a curated range of highly experienced and talented, senior marketing specialists.

A Fractional Marketing Leader is a skilled professional who helps enterprises with strategic marketing guidance. They are a flexible and cost-effective outsourcing option for companies that don’t need or can’t afford a full-time Head of Marketing or CMO. These experienced experts focus on achieving specific business objectives rather than getting bogged down in the weeds of implementation. By effectively assessing both internal and external marketing resources, a Fractional Marketing Lead can address key challenges and drive business progress.

Here’s where a Fractional Marketing Leader can add value:

Developing long and short-term brand and marketing strategies that match the organisation’s future growth ambitions

Creating marketing and lead-generation strategies to target and connect with potential customers

Working with senior management to determine an appropriate marketing budget

Setting up management dashboards to track and report on KPI’s

Leading the direction of the internal marketing team to keep them focused on the overall strategy

Mentoring and leading internal marketing team members

Selecting and onboarding outside vendors, freelancers, and agencies when required

Shaping a sustainability strategy for companies looking to create high-performance but low-impact ways of driving growth and reducing environmental impact.

Who Needs a Fractional Marketing Leader?

  • Businesses intending to recruit a Marketing Director eventually, but who need to get started on major marketing activities while taking the time to find the right full-time hire.
  • Medium-sized companies who want to move the needle on their marketing from ‘good’ to ‘great’.
  • Companies with an established marketing team who want to inject some innovation and inspiration.
  • CEOs and senior leadership teams desiring an external viewpoint on business and market strategies.

 

Based on our experience, some or all of these are times to consider hiring a Fractional Marketing Lead:

  • Your company needs to scale quickly
  • You have a new product or service that needs particular attention
  • You are suffering from analysis paralysis
  • You need senior expertise but not every day
  • You need to generate significant short-term revenue

Why a Fractional Marketing Leader makes sense

Fractional Marketing Leaders have several advantages over in-house candidates:

  • They can provide a faster and leading-edge approach based on their breadth and depth of experience, delivering the benefits of an in-house senior executive without the high costs or risks associated with a full-time hire.
  • They can actively participate in day-to-day operations from the get-go, leading company projects and contributing to leadership meetings.
  • They can offer a fresh and neutral perspective. Given their cross-industry exposure and experience, they are constantly exposed to new tools, processes, and strategies.
  • Because they’re not part of your full-time team, they can avoid the noise and internal bias and concentrate on giving you practical advice to overcome marketing blockages, all the while helping your internal team get even better at what they do.
  • The hiring process is faster and more affordable, eliminating the need to search for or wait a long time to hire the right person.

Engaging a Fractional Marketing Lead to run specific projects or solve specific problems allows enterprises to quickly execute, expand or experiment in new areas.

We’ve a Fractional Marketing Leader for every role

The Marketing Generalist

Growing companies or start-ups often require someone with a broad range of marketing skills to help them determine where to focus their efforts. Our Fractional Marketing Leaders can provide a versatile mix of expertise that can help to orchestrate initiatives that will help build brand awareness, customer engagement, and growth, turning small ventures into market maestros themselves.

Strategy Whisperer

Companies often struggle with formulating effective marketing strategies to drive growth. Our specialists can provide strategic guidance and insights, determining the right customer audiences, and aligning marketing efforts with overall business objectives, are in high demand.

Brand Magician

Building and maintaining a strong brand presence is crucial in today’s competitive landscape. We have Fractional Marketing Leaders who possess the ability to create compelling brand experiences and differentiate companies from their competitors.

Digital Transformation Guru

Businesses often face difficulties in adapting to the digital realm and leveraging digital marketing effectively. We have a range of Fractional Marketing Leaders who specialise in digital transformation, implementing and integrating marketing tech tools that will guide organisations in harnessing the digital channels to engage their target audience.

Customer Experience Maestro  

Creating exceptional customer experiences that foster loyalty is a priority for many companies. We have experts who can design and implement customer-centric strategies, ensuring consistent and personalised experiences, are a real asset to any enterprise.

Audience & Data Wizard 

Navigating the vast amount of marketing data available can be overwhelming for businesses. We have access to specialists skilled in data analysis, market and audience segmentation and insights, that can help organisations make data-driven decisions, optimising marketing efforts and improving ROI.

Content Connoisseur

Orchestrating and integrating marketing communications, crafting engaging and relevant content has become essential for capturing audience attention and driving conversions. Our Fractional Marketing Leaders with expertise in content strategy and creation can elevate organisations’ content marketing initiatives.

Innovation Catalyst

Staying ahead of the curve and embracing innovation is crucial in the rapidly evolving marketing landscape. We have Fractional Marketing Leaders who can foster a culture of innovation in organisations and implement the latest marketing techniques to give businesses a competitive edge.

Performance Alchemist

Achieving consistent and outstanding marketing performance is a challenge for many organisations. Our Fractional Marketing Leaders come equipped with the skills to set meaningful KPI’s, analyse, optimise, and deliver exceptional marketing results that impact business success.

Talent Cultivator

Developing a high-performing marketing team capable of executing strategies is a continual challenge. Fractional Marketing Leaders who can mentor and develop marketing talent, fostering a culture of growth and excellence, are highly valuable.

Pricing

A 2023 survey on marketing salaries in Ireland revealed that the average annual salary for a full-time CMO ranged from €120-180,000, excluding additional benefits such as health insurance and pension contributions.

In contrast, the cost of engaging a fractional CMO is more economical as they often serve multiple companies on a part-time basis. Furthermore, all offer the advantage of not requiring benefits, resulting in additional cost savings.

Pricing is influenced by several factors beyond just the number of hours they work and their hourly rate. The standard variables that influence the cost are:

  • Scope of Work: The scope and complexity of the projects the fractional CMO will be responsible for can impact the cost. Projects that require significant strategic planning and execution may be priced differently than smaller, more tactical assignments.
  • Engagement Duration: The length of the engagement can affect the cost. Longer-term arrangements might offer more favourable rates compared to short-term projects.
  • Experience and Expertise: More experienced fractional executives, particularly those with a successful track record and extensive industry knowledge, may command higher fees.
  • Market Demand: The demand for fractional CMO services in a specific industry or location can influence pricing.

The Indie List Fractional Marketing Collective offers a range of pricing options designed to help enterprises of every size and need:

Flat Rate

Growing companies or start-ups often require someone with a broad range of marketing skills to help them determine where to focus their efforts. Our Fractional Marketing Leaders can provide a versatile mix of expertise that can help to orchestrate initiatives that will help build brand awareness, customer engagement, and growth, turning small ventures into market maestros themselves.

Hourly Rate

Companies often struggle with formulating effective marketing strategies to drive growth. Our specialists can provide strategic guidance and insights, determining the right customer audiences, and aligning marketing efforts with overall business objectives, are in high demand.

Project-Based Rate

Building and maintaining a strong brand presence is crucial in today’s competitive landscape. We have Fractional Marketing Leaders who possess the ability to create compelling brand experiences and differentiate companies from their competitors.

FAQs

Here are some frequently asked questions about Fractional Marketing Leaders versus  in-house CMOs:

What’s the key difference between a Fractional Marketing Leader and an in-house Head of Marketing?

A fractional executive is not a full-time employee. They are contracted to assist in creating new marketing strategies or handling specific projects. They usually work with the CEO and senior team on a part-time basis to oversee the planning and development of effective marketing strategies. An in-house Head of Marketing is a full-time employee responsible for all marketing activities within a business. They are responsible for implementing as well as developing the company’s marketing strategy.

How much does it cost to hire a Fractional Marketing Lead?

The cost of hiring a Fractional Marketing Lead can vary depending on their experience and the project’s scope. On average, they charge between €750-€1,250 per day but it is best to request a pricing based on the desired scope of work. Typically, In-House Marketing Director can cost upwards €125,000 per year, excluding benefits and other costs.

How do I get to chose the right Specialist for my business?

If you provide us with a clear briefing of the type of work required, we will come back with a shortlist of vetted and available candidates for you to review. After that you get to choose who you might want to meet and work with.  The selected individual will then prepare a proposal to answer your brief with a clear indication of timing and costs.

Are payments made directly to The Indie List if I decide to go ahead and hire?

Yes. An agreed pricing and schedule of payment for the scope of work is drawn up in advance of the work commencing. The Indie List charges a margin of 17.5% on the Fractional Marketing Leads’ cost. This is payable either each month if the project is ongoing or after completion of the work, but strictly within 14 days of invoicing. The Indie List pays the specialist on receipt of client funds.

Do Fractional Marketing Leaders work on-site?

Fractional marketing specialists typically work remotely, but they can work on-site if needed. However, their availability may be more limited.

How can I ensure that my business confidentiality is protected?

All of our Fractional Marketing Leaders will declare any conflicts of interest upfront. They are willing to sign confidentiality and non-disclosure agreements as well as an agreed contract of outputs for the particular project.

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