Skip to main content

How to Outsource B2B Marketing

Reading time: 12 minutes
Digital marketing outsourcing.

As your B2B company seeks growth, the challenges of scaling your marketing efforts efficiently can become increasingly evident. Despite having a dedicated in-house team, the complexity and breadth of effective digital marketing may stretch your resources too thin. This is where the potential of outsourcing your B2B marketing comes into sharp focus.

Struggling to Scale Your B2B Marketing?

Feeling the Strain: When In-House Resources Aren’t Enough

Before diving deeper, let's explore why your current setup might be hitting a wall:

  • Limited Expertise in Key Areas: Your in-house team is proficient, but might lack specific skills in SEO, social media, or email marketing, which are vital for broadening your reach and improving lead generation.
  • Resource Intensity of Marketing Activities: Keeping up with the constant demand for fresh content creation, managing CRM systems like HubSpot, and tailoring marketing campaigns to meet evolving marketing trends can overwhelm your existing team members.
  • Cost Inefficiencies: Employing a full-time marketing department with a breadth of expertise can be prohibitively expensive, especially for startups or small businesses trying to optimize budget allocation.
  • Slower Adoption of Marketing Innovations: The pace at which digital marketing evolves requires continuous learning and adaptation. An in-house team may not always have the real-time capability to stay abreast of new marketing strategies or automation tools.
  • Scalability Constraints: As your target audience grows and becomes more diverse, scaling up marketing efforts effectively without compromising on quality or customer experience can be challenging.

The Solution, With Caveats

Outsourcing Your B2B Marketing to the Experts

Outsourcing your B2B marketing to a specialized agency can address these pain points effectively. By partnering with a full-service provider, you gain access to a team of experts with years of experience across all facets of digital marketing. These professionals are adept at crafting bespoke marketing strategies tailored to the specific needs of B2B companies.

  • Expertise on Demand: Gain immediate access to specialized skills and knowledge in areas like SEO, content marketing, and LinkedIn outreach without the long-term commitment of hiring.
  • Cost Efficiency: Reduce overhead costs by paying for expert services only when you need them, allowing you to allocate funds more strategically within your business.
  • Enhanced Capacity for Innovation: With a team that’s always on the cutting edge of marketing trends and technologies, your marketing strategy will continuously evolve to keep you ahead of the competition.
  • Scalability and Flexibility: Outsourced marketing services can be scaled up or down based on your current business needs and market conditions, providing flexibility that is hard to achieve with an in-house team.
  • Improved ROI and Metrics Tracking: Outsourced teams bring sophisticated tools and techniques to measure the effectiveness of your marketing activities, ensuring better alignment with overall business goals.


Navigating the Challenges: When Full Outsourcing Might Not Be the Best Fit

Outsourcing your B2B marketing can offer numerous benefits, but it's not without its caveats. Understanding these limitations is crucial for determining if a fractional or hybrid approach to outsourcing might better serve your business needs.

Digital marketing outsourcing.
  • Loss of Personal Touch: Fully outsourcing can sometimes lead to campaigns that feel less personalized or disconnected from the core values and messaging of your company, especially if the outsourced team is not fully integrated with your in-house team.
  • Communication Hurdles: Working with an external marketing agency can introduce challenges in communication and alignment, particularly when dealing with complex projects or when rapid real-time decision-making is required.
  • Dependency Risks: Relying entirely on outsourcing companies for your marketing needs can create a dependency that might be risky if the service provider faces operational issues or if there's a need to suddenly switch providers.
  • Less Control Over Marketing Activities: With full outsourcing, companies might find themselves with limited oversight of day-to-day marketing activities, which can lead to discrepancies between expected and delivered results.
  • Cultural Misalignment: An outsourced team might not have the same understanding of your target audience or company culture, which can impact the effectiveness of outreach and customer experience strategies.

The Fractional Solution: Combining the Best of Both Worlds

For many B2B companies, especially startups and small businesses, a fractional approach to outsourcing marketing can mitigate these issues while still leveraging external expertise. This model involves outsourcing specific marketing functions while keeping strategic elements in-house.

  1. Focused Expertise Where Needed: You can hire fractional team members for high-skill areas such as SEO, content marketing, or automation, where specialized knowledge is pivotal, while maintaining core marketing activities in-house.
  2. Enhanced Collaboration and Flexibility: A fractional marketing team works closely with your in-house staff, leading to better integration and alignment on messaging and strategy. This setup fosters a seamless collaboration environment where external experts feel like part of the in-house team.
  3. Control and Oversight: Maintaining involvement in strategic marketing functions allows for greater control over your marketing campaigns and a direct line of sight into day-to-day operations.
  4. Scalable and Customizable: You can scale your fractional team up or down based on project requirements and budget constraints, offering a tailored approach that fits your specific needs without the commitment of a full-time hire.

In action, this is how we help you derive all of these benefits with a fractional marketing team at your side:


Consider Your Options Carefully

Choosing between full outsourcing and a fractional marketing team depends on your company’s specific needs, the complexity of your marketing strategy, and the capacity of your in-house team. If you’re considering how best to enhance your marketing efforts, reach out to us. Our team of experts is ready to help you design a solution that optimizes your marketing function, balances your resources, and drives your B2B sales effectively.

Still Not Sure If Outsourcing Is For You?

The Strategic Advantage of Outsourcing B2B Marketing

A digital marketing team discussing plans.

If you're venturing into outsourcing for the first time, navigating the complexities of why, who, when, what, and where to outsource can seem daunting, especially within the unique landscape of B2B marketing. Unlike traditional marketing, B2B marketing involves distinct challenges and strategies tailored to engage a specific target audience of business clients, making the decision to outsource not just a tactical move but a strategic imperative.

Outsourcing in the realm of B2B marketing is not one-size-fits-all. It varies significantly depending on whether you're a startup, a small business, or a large corporation. Each type of business has different needs and goals for its marketing strategy, and outsourced marketing solutions are tailored accordingly. As B2B companies increasingly recognize the importance of focusing on core competencies, they are turning to outsourced teams to handle complex marketing tasks that go beyond the capabilities of their in-house teams.

Marketing is critical for growth in the B2B sector, yet many companies find it challenging to allocate sufficient time and resources to develop and execute an effective marketing plan. Outsourcing provides a solution to this dilemma, offering several key advantages over maintaining an entirely in-house marketing team:

  1. Access to Specialized Expertise: Outsourced marketing teams often bring a level of specialized knowledge that can be pivotal for areas like content marketing, lead generation, and CRM systems such as HubSpot, which are crucial for successful B2B marketing.
  2. Cost-Effectiveness: Outsourcing eliminates the overhead associated with a full-time marketing department, allowing B2B companies to manage budget efficiently while still benefiting from top-tier marketing services.
  3. Scalability: Outsourced marketing services can be adjusted based on the evolving needs of the business, providing flexibility that is particularly beneficial for B2B companies as they navigate various phases of growth and market adaptation.
  4. Focus on Core Business Functions: By outsourcing marketing, B2B companies can concentrate on their fundamental business activities without being sidetracked by the demands of executing complex marketing strategies.
  5. Enhanced Marketing Efforts: With a team of experts dedicated to monitoring the latest marketing trends and technologies, outsourced B2B marketing ensures that your strategies remain cutting-edge and highly effective.

Understanding these benefits can clarify the strategic importance of outsourcing in B2B marketing and help your company decide the right approach to enhance your marketing efforts and overall business growth.

Leveraging Outsourced B2B Marketing: Strategic Partnerships for Enhanced Capability

Outsourced B2B marketing extends beyond hiring external help; it involves a strategic partnership with a marketing agency that amplifies your marketing efforts through expert marketing services. In the dynamic world of business, the decision to employ an outsourced marketing team with expertise in B2B can be a game-changer, not just for small businesses and startups but also for larger companies and enterprises. Here's what you need to know about integrating outsourced solutions into your marketing strategy.

Expertise at Your Fingertips

When you choose to work with an outsourced marketing department, you gain access to specialized skill sets that might be lacking in your in-house marketing team. These **marketing professionals—from SEO specialists and PPC wizards to copywriting experts and graphic design aficionados—bring a wealth of marketing expertise and industry know-how. This expertise is crucial not only in crafting compelling marketing campaigns but also in ensuring effective search engine optimization (SEO), which can improve your online rankings dramatically.

Enhanced Marketing Functions

Outsourced B2B marketing services cover an extensive range of marketing functions, including but not limited to: 

  • content marketing
  • email marketing
  • social media strategy
  • digital marketing
  • sales functions
  • technical skillsets, such as web development 

An expert marketing firm can develop a comprehensive marketing plan that encompasses lead generation, project management, account management, and even digital public relations (digital PR). This ensures that every aspect of your marketing is optimized for success. This level of optimization could involve using advanced templates, automation tools, and leveraging influencers to enhance your content creation and distribution efforts.

Cost-Effectiveness and Scalability

For many business owners, the cost-effective nature of outsourcing proves incredibly beneficial. Instead of hiring full-time team members, outsourcing allows you to pay for just the services you need when you need them, which can be particularly advantageous during off-peak seasons or slower business periods. Additionally, the scalability offered by an outsourced marketing partner means that you can expand or reduce services based on your current marketing needs or budget constraints.

Focusing on Core Business Areas

One of the biggest advantages of outsourcing marketing tasks is the ability to free up your internal resources so they can focus on core business activities. While your outsourced B2B marketing team manages complex marketing activities like running social media accounts or designing digital marketing services, your core staff can concentrate on building client relationships, enhancing product development, and other critical operations that directly contribute to your bottom line.

Keeping Up with Marketing Trends

Working with a dedicated marketing company also ensures that you stay ahead of current marketing trends. These agencies continuously update their strategies and tools to reflect the latest developments in online marketing, from evolving SEO practices to effective platforms like LinkedIn for B2B networking and sales.

Choosing to establish an outsourced marketing department is not just about delegating marketing tasks; it's about enhancing your organization's overall marketing capability without the overhead associated with a larger in-house team. Whether you're looking to boost your lead generation, refine your marketing strategy, or simply ensure your brand gets the visibility it deserves, an outsourced marketing solution can provide the expertise, efficiency, and results you need to thrive in today’s competitive market.

Reasons to Outsource B2B Marketing

5 Reasons to Outsource Marketing

Here are five reasons why companies use agencies to outsource their marketing initiatives:

1. Your competitive edge will increase with marketing expertise.

Your company may have distinguished goals for a marketing plan but lack the time and funds necessary to put it into practice. Or maybe your company sells cutting-edge goods but doesn't know how to get in touch with the correct clients. A marketing strategy needs long-term planning, a concise narrative, and strategic brand alignment to achieve the best outcomes for your target audience. By combining your organization with existing knowledge, outsourcing prevents delays. Especially when hiring a Fractional CMO, who ensures your budget and strategies are aligned to your goals and helps your existing team more effectively excel in their respective roles. 

When you outsource your marketing, you're putting your job in the hands of marketers who have made it their career to work with businesses just like yours and have the know-how and resources to make it happen.

A marketing agency may work as an extension of your team, taking your ideas and turning them into reality. They can do everything from creating a brand identity and rebuilding your website to devising a content marketing plan and securing media coverage. Allowing an outsourced digital marketing team to work under an in-house project manager is always an option for those projects that require extra handholding. 

2. Lack of time and resources shouldn't impede the expansion of a company.

Many business owners have their marketing plans in mind, but they frequently lack the time and money needed to carry them out. Even the best marketing plan won't be successful if it's not prioritized or consistently carried out. Outsourcing your marketing activities doesn't mean giving up on your ideas; rather, it makes use of professionals who can assist in making those concepts a reality.

3. Return on investment is much greater than the initial investment

Cost is the main deterrent for businesses from outsourcing their digital marketing activities. The most successful businesses and astute business owners regard marketing as an investment in their expansion rather than as an expenditure. While there are certain fees associated with using an outside agency, there are substantially fewer administrative expenses. Gaining access to a whole team of marketing experts—typically for much less than the cost of one full-time employee—is one of the main advantages of outsourcing digital marketing efforts. Additionally, it avoids the extra expense of modern equipment and technology as well as continual professional growth.

4. An invaluable asset is an outside perspective.

Accessing perspectives outside the purview of your internal team is a less obvious but no less significant advantage of outsourcing your marketing. Using outside resources to lead marketing initiatives like branding, content generation, and graphic design can let in fresh, original suggestions from a group of objective professionals.

5. Devoted attention to particular marketing projects

When it comes to specialized marketing projects that demand a lot of time, money, and/or expertise, like a website redesign, a rebranding initiative, a content marketing strategy, or a media relations program, this is a wonderful moment to outsource your marketing activities.

How to outsource marketing?

The choice to outsource is a significant one that calls for both a financial commitment and a cooperative working relationship between the companies. Therefore, it can make more sense to use a combination of the two, or to keep some jobs in-house if you have the resources and funding to do so. You have three options for outsourcing:

  • Completely outsource your marketing.
  • Keep all your internal marketing initiatives.
  • Combine internal and external marketing efforts.

Companies will have different requirements. Your financial circumstances, as well as the expertise, capability, and skill set of your existing in-house staff, will influence which alternative you choose.

What to look for if outsourcing to a digital marketing agency

Choosing the best digital marketing agency for your company will be based on your unique demands and expectations.

For more information on how to make outsourcing work for your business or to chat with a digital marketing strategist about O8 fractional marketing services, get in touch today. With a vast range of outsourcing experience, looking to a fractional team to fill gaps in your own may be the best investment you can make in the success and growth of your company.

About Nate McBride

Nathan brings years of enthusiastic experience in strategic content strategy, brand consulting, and digital design to O8. His intuitive ability to understand and leverage how digital media and data influence decision-making has been critical in driving conversion and engagement growth across diverse industries and marketing channels. Nathan is also a creative problem solver, passionate storyteller, technical innovator, and proponent of O8's DIO (Digital Integrity Optimization) methodology. Outside of O8, Nathan enjoys cycling, yoga, skateboarding, reading, and writing, if he's not taking...
Read Full Bio


At O8, a global digital agency based in Minneapolis, MN, USA, we specialize in delivering measurable growth on demand for marketing and sales teams. We pride ourselves on our transparency, agility, and deep technical expertise. In a world that's often stressful and chaotic, we offer experienced, actionable guidance to help you achieve your goals. Our approach is professional, clear, and authentic, ensuring you receive customized, data-driven solutions that drive results.