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In-house marketing vs outsourced: resources and processes


Deciding whether to launch your marketing in-house or outsource it to an agency is all part of creating a successful strategy. However, it isn’t always an easy choice to make. 

Pinpointing your priorities 

To help you decide on the best direction for your business, it’s worth pinpointing your marketing priorities. Is it reducing costs? Is it maximising efficiencies?  

Naturally, reducing costs is a priority for many businesses. We recently calculated that hiring a full, in-house marketing team could cost upwards of £380,000 every year, so with that considered, outsourcing could be the most cost-efficient option for you.  

But what about efficiencies elsewhere? You’re not alone if it’s a lack of in-house resources or expertise motivating you to consider outsourcing, with Semrush finding that these are the two biggest influencers for companies 

For some, the right route isn’t one or the other: it’s a hybrid approach. For instance, you may hire an internal marketing manager to liaise with an outsourced team. A hybrid approach isn’t uncommon, with Semrush also finding that while almost 60% of companies look for third-party marketing support, only 6% outsource the entire process.  

It’s worth bearing this in mind as you read the rest of the guide, where we consider the key processes and resources that successful marketing requires (and the pros and cons of in-house vs. outsourced services for each).  

Key marketing processes 

You don’t just start ‘marketing’ overnight. At least, not if you want to see results.  

Marketing is a lengthy process that requires constant researching, creating, analysing – and many more granular tasks in between. 

Here’s a broad example of what processes might be involved in an inbound digital marketing campaign: 


Devising a strategy is what separates a targeted marketing campaign from randomly promoting your business. This is where you figure out your core objectives and how to achieve them, considering factors like: 

  • Competitors  
  • Target audiences 
  • Channel preferences  
  • Brand guidelines 
  • Marketing budgets  
  • Campaign timelines  
  • Key performance indicators (KPIs) 
  • And many others… 

For more advice, you can read our tips on setting strong marketing objectives here 


Want to keep reading? 

Download the full guide for: 

  • A list of resources you’ll need for successful marketing campaigns 
  • A pros and cons summary of in-house and outsourced marketing 
  • Our tips for finding a marketing agency you can trust