How Etnetera Flow used external marketing expertise before growing its in-house team
How can external marketing expertise help bridge a capacity gap? Learn how we supported Etnetera Flow with content production and international expansion before they grew their in-house marketing team.
10/21/20263 min read
Companies often reach a point where their marketing teams need additional capacity, but hiring another full-time employee isn't necessarily the right next step. They may still be figuring out what skills they need, whether there's enough work to justify a full-time role, or how their marketing priorities will evolve. Meanwhile, the existing team is already stretched thin.
External specialists can help bridge that gap, bringing additional capacity and experience without requiring a long-term commitment before the company is ready to expand internally.
The challenge: Turning ideas into real outcomes
When we started working with Etnetera Flow, a digital product development company, their marketing team had plenty of ideas and plans for content. However, with strategy, planning, internal coordination, and other business priorities competing for attention, producing content consistently was a challenge.
Technical content in particular requires time. Writing about software development and complex digital products means researching topics, working with internal experts, and translating their knowledge into content relevant to the target audience.
When we first started talking with Flow, they were already exploring ways to expand their marketing capacity, including a potential part-time hire. However, the scope of the role wasn't quite aligned with our expertise, so we found a different way to collaborate and started working together on content marketing.
The solution: External expertise without extensive onboarding
With previous experience in the technology industry, we were able to get up to speed quickly. Rather than learning about software development and digital products from scratch, we could focus on understanding Flow's services, clients, and approach.
To make the collaboration as seamless as possible, we became part of Flow's existing workflows. We joined their Slack workspace, communicated directly with marketing, sales, and technical experts, and held biweekly status calls to align on priorities, progress, and upcoming activities.
The setup was designed to make efficient use of the internal team. Flow provided strategic direction, business context, and access to relevant experts, while we took ownership of content production, from research and interviews to writing and final revisions.
Over approximately a year and a half, our collaboration gradually expanded to include:
Around 16 in-depth technical and business articles in English and Czech
Case studies and other website content
LinkedIn content
Landing pages and lead generation communication
One-pagers and other sales collateral
Experienced external specialists do not necessarily eliminate the need for internal collaboration, but they know how to make the most of it. They can gather valuable insights through a short conversation with internal experts and turn them into relevant topics and content, while allowing those experts to focus on their core responsibilities rather than content creation.
“Working with Kristyna from neonberry studio helped us turn our content strategy and ideas into tangible deliverables and maintain consistent content production. Her work also supported our expansion into international markets. The collaboration was straightforward, and we particularly appreciated her independence. Once we connected her with the right people, she was able to gather the information she needed and manage the entire process, from initial research to the final content.” – Martin Kubáň, Marketing Manager @Etnetera Flow
Explore some of the content we created for Flow:
Case Study: Sports-Betting Mobile App Optimisation for Entain CEE
Landing Page: Mobile App Costs Calculator
Blog: From Single-Purpose to Digital Ecosystem: Why Super Apps Might Be the Future
Blog: What It Actually Takes to Build AI Into a Mobile Product
The outcome: Bridging the marketing capacity gap
After approximately 18 months, Flow expanded its internal marketing team and brought the work in-house. It’s important to keep in mind that external support does not have to be a permanent solution. It can help companies bridge a capacity gap while they figure out which skills and responsibilities they want to develop internally.
In-house and external marketing are not mutually exclusive. Sometimes the most practical approach is to combine them, adjusting the balance as the company grows and its needs become clearer.
For Flow, external collaboration provided additional capacity during one stage of its development, and we're glad we could support their marketing ambitions along the way. If your marketing team could benefit from extra expertise or capacity, we'd be happy to explore how we can help.
Need extra marketing capacity without expanding your team?
Tell us what your team needs help with, and let's explore how we can support you.
neonberry studio is a digital marketing partner for B2B products. We help you grow through strategies that make sense.
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kristyna@neonberrystudio.com
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