Should you hire a team of full-time marketers or an agency?  

Here’s a breakdown of several factors to consider as you weigh your options: 

B2B Software Marketing Agency: 

  1. Expertise
    Agencies often have specialized knowledge and experience in marketing B2B software. They may have worked with similar companies and understand the industry nuances. They have their operating systems in place and have access to the most sophisticated marketing tools.
  2. Diverse Skill Set
    Agencies typically have a team of professionals with expertise in various areas such as content marketing, SEO, PPC advertising, and social media marketing. This diversity can bring a range of perspectives and skills to your marketing efforts.
  3. Scalability
    Agencies can often scale their services according to your needs. Whether you need a small campaign or a comprehensive marketing strategy, they can adjust resources accordingly.
  4. External Perspective
    Agencies can provide an outsider’s perspective, which can be valuable for identifying blind spots or innovative strategies that an in-house team might overlook.
  5. Cost
    While hiring an agency can be expensive, it may still be more cost-effective than maintaining a full in-house team, especially considering the overhead costs of salaries, benefits, and training.
  6. Speed
    A software marketing agency provides more flexibility than hiring an in-house marketer. You can move faster and leverage the expertise of marketers who have implemented a repeatable proven process for multiple other software companies. 


In-House Marketing Team 

  1. Company-Specific Knowledge
    An in-house team inherently understands your company, product, and industry intimately. They may be more aligned with your brand’s voice and values.
  2. Immediate Availability
    In-house teams are readily available and can respond quickly to emerging needs or changes in strategy without the delay of coordinating with an external agency.
  3. Control and Oversight
    With an in-house team, you have direct control over their activities and can closely monitor their progress. This can be important for maintaining consistency and alignment with broader company goals. You also have more control over marketing strategy and execution.
  4. Long-term Investment
    Building an in-house team is a long-term investment in your company’s marketing capabilities. Over time, the team can develop deep institutional knowledge and refine strategies based on ongoing feedback and learning.
  5. Cost Over Time
    While the upfront cost of hiring and training an in-house team may be high, the ongoing costs can be lower compared to continually paying agency fees. 

How to choose a B2B software marketing agency you can trust 

  • Review their online presence 
  • Interview their current or past clients 
  • Set up a meeting with the agency 
  • Thoroughly review their proposal 


How to Choose Between an In-House Team and a Software Marketing Agency 

  • Evaluate your company’s needs and goals 
  • Determine how much control and flexibility you need 
  • Consider communication and coordination requirements 
  • Look at your company’s marketing budget 


Alternative: A Hybrid Approach 

Leverage the benefits of both methods with a hybrid approach. 

The in-house marketing team handles any urgent activities and coordinates with the agency for specialized projects. Both groups work synchronously on projects and act as one big department. 


Tips for Building an In-House Team 

When putting together an internal software marketing team, consider these tips: 

  • Always start with your goals, and identify the skills and expertise required to achieve them. 
  • Develop job descriptions that clearly outline the responsibilities, qualifications, and required skills for each role. 
  • Provide ongoing training and development opportunities to help your employee stay up-to-date with the latest trends and technologies. 
  • Use data-driven analytics to measure the performance of your campaigns and make informed decisions. 
  • Encourage open communication and regular feedback to build a culture of transparency and continuous improvement. 
  • Empower your employees with the tools, resources, and support needed to succeed and achieve their goals. 


Tips for Choosing a Marketing Agency 

Consider the following tips to work effectively with a software marketing agency: 

  • Determine your goals and needs to identify the areas where you need the most help from an agency. 
  • Look for an agency with experience in working with software companies. 
  • Check for industry awards, recognition, and accolades to ensure that the agency is reputable and trustworthy. 
  • Read client reviews and testimonials to assess the agency’s strengths and weaknesses and make an informed decision. 
  • Evaluate the agency’s creative capabilities by looking at examples of its work and case studies. 
  • Look for an agency with effective communication styles that align with your needs. 


Consider your budget, the specific needs of your business, and your long-term marketing goals when deciding between building your in-house software marketing team or hiring a software marketing agency.  

Some companies may find that a hybrid approach — combining the expertise of a specialized agency with the in-depth knowledge of an in-house team — offers the best of both worlds. Just because one option is affordable or expensive shouldn’t dictate your decision. 


Achieve your software business goals with our software marketing experts. We know innovative ways to get your message in front of your target audience. If you’re looking for a one-stop shop software marketing agency, then book a free consultation with our team of experts today. Click here to schedule your free consultation now. 


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