Why and When B2B Marketers Should Hire an Agency

For B2B marketers, the decision to partner with an agency can totally transform your marketing practice. Agencies bring expertise, strategic insight, and resources that can amplify results, drive growth, and help marketers keep pace with industry change. In fact, B2B companies that work with agencies often see substantial improvements in their ROI, lead quality, and customer engagement. Research shows that 68% of B2B companies that partner with agencies report a 25% or more increase in ROI within the first year. However, that isn’t always the right choice; sometimes, in-house resources or alternative agency support options may be more effective. Here’s a look at why B2B marketers should consider hiring a marketing agency and some scenarios where keeping things in house—or opting for consulting support—might be the better call.

Why hire a marketing agency?

• To access specialized expertise and resources
  Marketing agencies are rich in specialized skills, from demand generation to creative strategy, account-based marketing (ABM), and data analytics. This expertise is especially valuable for complex projects, like product launches or expanding into new markets. According to industry data, companies with agency support are 30% more likely to succeed in new market entries because of agencies’ strategic insights and tactical know-how.
• To scale efforts efficiently
  Building an internal team can be time-consuming and costly. An agency provides immediate access to seasoned professionals who can help scale your marketing efforts faster. Agencies streamline processes, enabling rapid execution of large-scale campaigns and faster pivots when necessary. In fact, companies that work with agencies are 30% more likely to achieve scalable marketing success.
• To gain an outside perspective
  Bringing an agency into your team often delivers fresh, unbiased insights. Companies using agency insights report a 40% improvement in creative differentiation within six months. This is particularly useful when refreshing messaging, launching a rebrand, or looking to differentiate a brand in a crowded market.
• To fill resource gaps for key initiatives
  If your team lacks the bandwidth to lead a major initiative, an agency can bridge the gap and manage execution while your team focuses on core business needs. Research shows that over 70% of B2B marketers successfully scale ABM initiatives with agency support. Check out our blog post on ABM FTW.
• To improve ROI with data-driven strategies
  With a focus on measurable results, agencies can use analytics tools to optimize campaigns and drive high-impact outcomes, which can be incredibly effective. B2B companies working with agencies are 60% more likely to achieve higher ROI through data-informed strategies. You might like our blog post on 10 ways to shorten your B2B sales cycle.
• To stay ahead of industry trends
  Agencies, often working across multiple industries with a variety of clients, are well versed in the latest trends and marketing innovations. Nearly 80% of B2B companies say agencies help them stay at the forefront of marketing innovations, which can keep B2B brands competitive and adaptable.

When not to hire an agency—and alternative options to consider

On the other hand, there are times when hiring an agency might not be the right fit. Here’s when it might make sense to explore alternative options, such as agency consultations or project-based support, instead:

• If you have a tight budget
  Agencies are an investment, and if budgets are restricted, maximizing each dollar is essential. In such cases, consider a consultation or project-based engagement with an agency, where you can receive strategic direction for a fixed, manageable fee. Another approach is to hire the agency for a single, high-impact project, such as a lead-generation campaign.
• When deep brand knowledge is essential
  If an initiative requires detailed brand knowledge, such as developing a brand refresh or creating highly personalized customer journeys, your internal team’s legacy knowledge of the brand may give them an advantage. However, an agency can still add value by offering brand strategy workshops or consultative sessions. These short-term engagements provide outside insights while keeping the primary work in house.
• If you need full-time focus on niche areas
  Some projects, such as partnership management or vendor oversight, need continuous involvement that may be challenging for an agency to provide. For this, consider part-time consultant support or periodic strategy reviews from an agency to access expert input while keeping full control over daily operations.
• If your internal team has the necessary skills
  When your team already has the right skill sets, hiring an agency may not add much value. Instead, consider providing agency-led training workshops or consulting for skill development in areas like SEO, data analytics, or ABM. This gives your team the chance to learn from experts while applying new skills independently.
• If you prefer full control over strategy
  Agencies bring external perspectives that may not always align perfectly with your internal vision. If full control over strategy is essential, try a strategic consultation rather than a full-service agency engagement so you can validate and refine your ideas while keeping execution under your team’s control.
• If you’re looking for quick, short-term wins
  Building a strong agency partnership takes time. If immediate results are the priority, consider a project-based engagement—something your internal team can’t already do on their own. For example, many in-house marketing teams don’t have video production capabilities. See our blog post on why video content is a B2B MVP.

Your choices matter

Partnering with a marketing agency can bring exceptional value to B2B companies, especially for teams looking to enhance expertise, scale efficiently, and tap into fresh perspectives. Studies indicate that B2B companies who work with agencies see a 50% improvement in lead quality and engagement, highlighting the strategic benefits of agency support. However, hiring an agency isn’t always necessary; sometimes, an in-house approach or consulting partnership may be the best fit, depending on budget, timeline, and goals.

When deciding, consider your team’s strengths, project demands, and long-term goals. For complex projects requiring specialized expertise, an agency can be a powerful asset in driving results. For initiatives needing intimate brand knowledge or full control, consulting support- or project-based partnerships with agencies might be the ideal solution. Whatever approach you choose, aligning on goals and evaluating options will ensure you set your team up for success.

By understanding your options, you can make informed choices that drive impactful outcomes for your brand.