Kara MacDonald, Director of Marketing Operations, HCSS
HCSS won a MarketingSherpa Best-in-Show award by creating a content-driven marketing campaign that put the customer first (Watch the full case study with Dan Briscoe, Vice President of Marketing, HCSS — Making Your Customer the Hero: How a construction software company increased revenue 53% by doing the opposite of what feels right).
To help provide more insight into HCSS’ marketing organization, Kara McDonald, Director of Marketing Operations, HCSS, shared how the company makes decisions about when to build and when to buy.
Knowing when it makes sense to hire out and when to use internal resources is a challenge many marketers face. Outsourcing work may seem more budget friendly, but if the product you receive does not comply with your brand standards or does not fit your company’s voice, is that really the smarter choice? At the same time, expanding your team in order to internalize the work can be a costly long-term decision.
In this video replay of her MarketingSherpa Summit session, MacDonald shares the approach the construction software company takes when making these decisions. She will explain how smart decision making led to the establishment of their in-house agency and award-winning marketing campaign that grew revenue by 53%.
In this session, you will learn:
Related Resources
GET FREE ACCESS: Session Replays and Presentation Slides from MarketingSherpa Summit 2017
Vendor Selection: A 5-step process for choosing a marketing automation solution or agency
Get Better Business Results With a Skillfully Applied Customer-first Marketing Strategy
The customer-first approach of MarketingSherpa’s agency services can help you build the most effective strategy to serve customers and improve results, and then implement it across every customer touchpoint.
Get More Info >MECLABS AI
Get headlines, value prop, competitive analysis, and more.
Use the AI for FREE (for now) >Marketer Vs Machine
Marketer Vs Machine: We need to train the marketer to train the machine.
Watch Now >Live, Interactive Event
Join Flint for Let AI Agents Market For You on March 18th at 2 pm EDT
RSVP Now >Free Marketing Course
Become a Marketer-Philosopher: Create and optimize high-converting webpages (with this free online marketing course)
See Course >Project and Ideas Pitch Template
A free template to help you win approval for your proposed projects and campaigns
Get the Template >Six Quick CTA checklists
These CTA checklists are specifically designed for your team — something practical to hold up against your CTAs to help the time-pressed marketer quickly consider the customer psychology of your “asks” and how you can improve them.
Get the Checklists >Infographic: How to Create a Model of Your Customer’s Mind
You need a repeatable methodology focused on building your organization’s customer wisdom throughout your campaigns and websites. This infographic can get you started.
Get the Infographic >Infographic: 21 Psychological Elements that Power Effective Web Design
To build an effective page from scratch, you need to begin with the psychology of your customer. This infographic can get you started.
Get the Infographic >Receive the latest case studies and data on email, lead gen, and social media along with MarketingSherpa updates and promotions.
