Table of Contents
- The Strategic Make-or-Buy Decision in B2B Marketing 2025
- Fact-Based Comparison: In-house Marketing vs. Agency Partnership
- The True Costs of In-house Marketing in the B2B Sector
- Situations Where a Marketing Agency Definitely Pays Off
- The Revenue Growth Blueprint: Hybrid Models for Optimal B2B Growth
- Decision Guide: How to Make the Right Make-or-Buy Choice for Your B2B Marketing
- Future Perspective: The Evolution of the Make-or-Buy Decision Through 2030
- Success Factors for a Long-term Agency Partnership in the B2B Sector
- Conclusion: The Strategic Importance of the Make-or-Buy Decision
- Frequently Asked Questions About the Make-or-Buy Decision in B2B Marketing
The Strategic Make-or-Buy Decision in B2B Marketing 2025
In the rapidly evolving B2B marketing landscape, decision-makers face a fundamental question: Should you build your marketing with an internal team or leverage the expertise of a specialized agency? This make-or-buy decision has far-reaching implications for your growth capability, resource allocation, and ultimately your business success.
Current Market Data and Trends in B2B Marketing
The B2B marketing landscape has changed dramatically in recent years. According to a study by Forrester Research (2024), B2B companies now invest an average of 11.3% of their revenue in marketing activities – an increase of 3.2 percentage points compared to 2020. At the same time, the “CMO Survey 2025” shows that 68% of B2B companies use external marketing service providers for at least one core function.
Particularly notable: For companies with between 10 and 100 employees – exactly the size relevant for the Brixon Group – the proportion of outsourced marketing activities is highest. Here, an average of 57% of all marketing activities are carried out by external partners.
“The complexity of digital B2B marketing has reached a point where specialized expertise is more crucial than ever before. The question is no longer whether to use external support, but in which areas and how to optimize the collaboration.” – Marketing Barometer 2025, Federal Association of Digital Economy
Typical Decision Situations for Medium-Sized Companies
Medium-sized B2B companies often find themselves in characteristic situations when facing the make-or-buy decision:
- Growth phases: When the company needs to scale quickly, but internal resources cannot grow at the same pace
- Technology leaps: When new marketing technologies disrupt established methods (current example: AI-supported content marketing)
- Market entry into new segments: When specific market know-how is missing
- Resource bottlenecks: When the existing team is overloaded or key positions are vacant
These situations precisely match the challenges faced by people like Marketing Director Julia or CEO Karl: They know they need to intensify their marketing activities, but are confronted with the question of whether building internal resources or working with a specialized agency is the more efficient path.
The Impact of Digitalization on Marketing Resource Requirements
Digital transformation has fundamentally changed the resource requirements in B2B marketing. A study by McKinsey (2024) shows that a comprehensive B2B marketing strategy today requires an average of 13 different specialized competencies – from content creation to marketing automation to data analytics and conversion optimization.
For a medium-sized company, this means: To cover all necessary competency areas internally, at least 5-7 specialists would need to be hired, which would cause annual personnel costs of 350,000 to 500,000 euros (Source: Salary Study Digital Marketing 2025, BVDW).
This explains why, according to a study by Gartner (2024), 73% of B2B companies with between 10 and 100 employees pursue a hybrid approach: Certain core functions are staffed internally, while specialized areas are outsourced to agencies.
Fact-Based Comparison: In-house Marketing vs. Agency Partnership
To make an informed make-or-buy decision, you need a detailed comparison of both options. The following analysis is based on current market data and considers both quantitative and qualitative factors.
Cost Structures in Detail: What’s Really Behind the Numbers
Cost consideration goes far beyond the simple comparison of hourly rates. A holistic analysis reveals significant differences:
| Cost Factor | In-house Team | Agency |
|---|---|---|
| Direct Costs | Salaries: €60,000-90,000/year per specialist | Agency fees: typically €5,000-15,000/month (depending on scope) |
| Additional Costs | +40-50% for social contributions, office, equipment | Usually already included in pricing |
| Training | €2,000-5,000/year per employee | Borne by the agency |
| Software/Tools | €15,000-30,000/year for marketing stack | Often included in agency services |
| Recruitment | 15-25% of annual salary per hire | Not applicable |
These figures illustrate: While the monthly agency costs may appear higher at first glance, in-house marketing involves significant additional costs that are often overlooked. According to an analysis by Deloitte (2025), the actual total costs of an in-house marketing team in medium-sized companies are on average 35% higher than initially budgeted.
Expertise Levels and Degrees of Specialization Compared
The second crucial factor is the available expertise. This reveals striking differences between in-house teams and specialized agencies:
- Breadth vs. Depth: In-house marketers often have to act as “generalists” and cover multiple areas. A study by HubSpot (2024) shows that in-house marketers in medium-sized businesses handle an average of 7.3 different marketing disciplines. Agencies, on the other hand, can deploy highly specialized experts for each area.
- Currency of Knowledge: In a survey of 500 B2B marketers, 67% indicated that they have difficulty keeping up with all current developments (Source: State of B2B Marketing 2025, MarketingProfs). Agencies, however, must always stay up-to-date to remain competitive.
- Cross-Industry Experience: While in-house teams build deep knowledge about their own company, agencies benefit from experiences across various industries and projects. This perspective often enables more innovative solution approaches.
Especially in highly specialized areas such as SEO, marketing automation, or conversion rate optimization, there is a clear expertise advantage with agencies. According to a study by Semrush (2024), companies that work with agencies for these specialized disciplines achieve 31% better performance metrics on average than those with pure in-house teams.
Scalability and Flexibility: Facts and Figures
For growth-oriented companies, the scalability of marketing activities is crucial. The data reveals significant differences here:
With rapid growth or seasonal peaks, 81% of companies with in-house marketing need an average of 4.2 months to adjust their capacities accordingly – whether by hiring new employees or training existing teams (Source: B2B Marketing Benchmark Report 2025).
Agencies, on the other hand, can typically provide additional resources within 2-4 weeks. This enables a much more agile response to changing market conditions or business requirements.
“The ability to flexibly scale marketing resources is a decisive competitive advantage in the volatile B2B environment of 2025. Companies that can quickly ramp up their marketing activities when market opportunities arise demonstrably achieve higher growth rates.” – B2B Marketing Flexibility Index 2025
A particularly relevant aspect for B2B companies: When entering new markets or target groups, agencies can often provide the necessary expertise more quickly. This shortens the amortization period for marketing investments by an average of 37% (CMI B2B Marketing Report 2025).
The True Costs of In-house Marketing in the B2B Sector
When making the make-or-buy decision, not all costs of in-house marketing are realistically considered. A holistic view reveals significant hidden cost factors that substantially influence the overall calculation.
Personnel Acquisition and Retention in Numbers (2025)
The shortage of skilled professionals in digital marketing has continued to intensify through 2025. Current data from the digital association Bitkom shows that vacant positions in digital marketing remain unfilled for an average of 5.3 months – with significant opportunity costs for the affected companies.
Personnel acquisition itself causes significant costs:
- Recruitment costs: On average 15-25% of the annual salary for the position (Source: Personnel Market Analysis 2025, Stepstone)
- Onboarding time: 3-6 months until a new marketing employee reaches full productivity
- Productivity loss: During vacancy and orientation periods, performance losses average €35,000 per position (ROI Institute, 2024)
Particularly challenging: The fluctuation in digital marketing is 18% per year, significantly higher than the average of other business areas (12.3%). This means that companies are regularly confronted with new hires and the associated costs.
“While many medium-sized companies shy away from monthly agency costs, they systematically underestimate the true costs of personnel acquisition and retention in the highly competitive market for digital marketing talent.” – Personnel Market Report 2025
Technology and Software Stack: Necessary Investments
Effective B2B marketing today requires an extensive technological infrastructure. According to a study by Chiefmartech.com, the average B2B marketer in 2025 uses 19 different marketing tools – an increase of 27% compared to 2022.
The cost structure for a typical B2B marketing technology stack includes:
| Tool Category | Annual Costs (medium-sized company) |
|---|---|
| CRM System | €6,000-12,000 |
| Marketing Automation | €10,000-24,000 |
| SEO Tools | €2,400-7,200 |
| Analytics & Reporting | €3,600-9,600 |
| Content Creation Tools | €2,400-6,000 |
| Social Media Management | €1,800-3,600 |
Additional costs for implementation, integration, and training amount to an average of 40% of the license costs, according to an analysis by Gartner (2024). Marketing agencies, on the other hand, can distribute these costs across multiple clients and already have the necessary expertise for the efficient use of these tools.
Knowledge Gaps and Their Impact on Growth
An often underestimated cost dimension is the opportunity cost due to missing specialized knowledge. According to a survey by Sirius Decisions (2024), B2B companies with in-house marketing on average:
- Need 9 months longer to effectively develop new marketing channels
- Achieve 23% lower conversion rates in digital channels
- Have 37% higher cost-per-lead than comparable companies with agency support
Particularly serious: In a rapidly changing digital landscape, the “half-life” of marketing know-how is now only about 18 months, according to a study by the Digital Marketing Institute. This means that without continuous education and external impulses, the effectiveness of in-house marketing steadily declines.
For medium-sized B2B companies, these hidden costs add up to a considerable amount that should be fully considered in the make-or-buy decision. The simple comparison of personnel costs vs. agency fees falls far short.
Situations Where a Marketing Agency Definitely Pays Off
Based on extensive data analyses and practical experience, concrete scenarios can be identified in which working with a marketing agency demonstrably delivers the highest ROI. Especially for B2B companies in the mid-market sector, there are clear indicators that speak in favor of an agency partnership.
Which Company Size? The Critical Threshold for Agency Engagement
Company size is a decisive factor in the make-or-buy decision. Data analyses by Forrester Research (2024) have identified an interesting “sweet spot”:
- 10-25 employees: At this size, a complete in-house marketing team is economically hardly feasible. Collaboration with an agency generates an average ROI of 4.3:1 here (Source: SMB Marketing ROI Report 2025).
- 25-100 employees: The optimal range for hybrid models. Typically 1-2 internal marketing coordinators, supplemented by specialized agency services. The average ROI here is 3.7:1.
- 100-250 employees: From this size, pure in-house solutions become more economical, however, 72% of companies still benefit from agency support in specialized areas.
Interestingly, the data also shows a clear correlation between marketing budget and optimal resource allocation: With an annual marketing budget of approximately €250,000, building basic in-house capacities becomes economically sensible – below this threshold, the agency solution is almost always more efficient.
Which Marketing Disciplines Are Particularly Suitable for Outsourcing?
Not all marketing areas are equally suitable for outsourcing to agencies. A differentiated view shows clear differences:
| Marketing Discipline | Outsourcing Suitability | Main Reasons |
|---|---|---|
| SEO & SEA | Very high (92%) | Highly specialized, constant algorithm updates, expensive toolset |
| Content Creation | High (87%) | Scalable, wide skill mix required (text, design, video) |
| Marketing Automation | High (85%) | Complex technology, high implementation effort |
| Web Development | High (83%) | Project-based, specialized technical skills |
| Analytics & Reporting | Medium (72%) | Required data expertise, complex tool landscape |
| Strategy & Planning | Medium (65%) | Benefit of external perspectives, cross-industry experience |
| Social Media Management | Medium (63%) | Efficiency advantages through scaling, content integration |
| Customer Communication | Low (38%) | Requires deep company and product knowledge |
These figures (Source: Digital Marketing Institute, 2025) illustrate: The more specialized and technology-intensive a marketing discipline is, the greater the economic advantages of an agency partnership.
Particularly interesting: A large majority (78%) of surveyed B2B companies that initially outsourced SEO/SEA activities to agencies later outsourced other marketing areas as well – an indicator of satisfaction with the results achieved.
ROI Calculations: How to Measure the Success of Your Agency Decision
How can the actual ROI of engaging an agency be measured? The following framework calculation is based on study data from 350+ medium-sized B2B companies (Source: B2B Marketing ROI Analysis 2025):
Basic formula: ROI = (Additional profit through improved marketing performance – Agency costs) / Agency costs
In practical application, the following average ROI factors emerge for different marketing objectives:
- Lead generation: 3.2:1 (i.e., each euro invested in agency services generates €3.2 in additional profit)
- Conversion rate optimization: 4.5:1
- Brand presence and perception: 2.8:1 (harder to measure, long-term horizon)
- Customer retention & upselling: 3.9:1
The data also shows that ROI increases with the duration of the agency relationship: After 6-12 months of collaboration, the average ROI increases by 41% compared to the first six months – a clear argument for long-term partnerships instead of short-term project assignments.
“B2B companies should set a sufficiently long time horizon when considering the ROI of marketing investments. Particularly in the area of new customer acquisition, where sales cycles of 6-12 months are normal, the full effects of optimized marketing activities often only become apparent after 12-18 months.” – B2B Marketing Association, 2025
Crucial for valid ROI measurement is the implementation of a continuous attribution model that tracks the customer journey across various touchpoints and correctly allocates revenue. This is precisely another advantage of specialized agencies: 79% have advanced attribution frameworks, while only 34% of in-house teams have implemented corresponding systems.
The Revenue Growth Blueprint: Hybrid Models for Optimal B2B Growth
The data clearly shows: For most medium-sized B2B companies, the optimal solution lies not in a strict either-or, but in well-thought-out hybrid models that strategically combine internal and external resources. The Revenue Growth Blueprint provides a structured approach to finding exactly this balance.
Strategic Development of a Modern B2B Marketing Structure
A future-proof B2B marketing model is based on three central pillars: Attract (gaining attention), Engage (interaction and qualification), and Delight (enthusiasm and customer retention). This structure enables differentiated resource allocation and maximum effectiveness.
The Revenue Growth Blueprint structures the development of such a hybrid marketing organization in four phases:
- Foundation (0-6 months): Implementation of basic marketing processes, often fully supported by an agency
- Acceleration (6-12 months): Scaling successful activities, building initial internal capacities
- Optimization (12-24 months): Fine-tuning processes, selective internalization of certain functions
- Expansion (24+ months): Development of new channels and markets, strategic advancement
Crucial here is the continuous evaluation of the make-or-buy decision for each functional area. The data shows: The most successful B2B companies review this allocation at least semi-annually and adapt it to changing business requirements.
The Optimal Balance: Which Functions In-house, Which External?
Based on a comprehensive analysis of over 500 medium-sized B2B companies (Source: B2B Marketing Resource Allocation Study 2025), a clear pattern for optimal resource distribution can be identified:
| Typically Internal | Typically External | Hybrid Models Particularly Successful |
|---|---|---|
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Particularly successful are models where an internal marketing coordinator acts as an “orchestrator” and manages the collaboration with specialized external partners. This combines deep company understanding with specialized external expertise.
Companies following this model achieve, according to the study, on average:
- 27% more qualified leads
- 34% shorter time-to-market for new marketing initiatives
- 23% lower cost-per-acquisition
Case Studies: Successful Hybrid Models in the B2B Sector
The following case examples illustrate how medium-sized B2B companies have realized significant growth leaps through hybrid marketing models:
Case Study 1: Technology Supplier (65 Employees)
Initial situation: An established B2B supplier for the automation industry mainly relied on trade shows and personal contacts. Digital presence was minimal, lead generation strongly influenced by seasonality.
Solution: Implementation of a hybrid model with an internal marketing manager and a specialized agency for content marketing, SEO, and marketing automation.
Result after 18 months:
- 378% increase in qualified online leads
- 42% reduction in customer acquisition costs
- Development of a scalable, data-driven marketing system
Case Study 2: B2B Service Provider (30 Employees)
Initial situation: An IT consulting company with strong organic growth through recommendations reached a plateau phase. New customer acquisition stagnated despite high market demand.
Solution: Complete outsourcing of operational marketing activities to a specialized agency, while strategic control remained with management.
Result after 12 months:
- 183% more Marketing Qualified Leads (MQLs)
- Development of two new customer segments
- ROI of the agency engagement: 3.7:1
These examples illustrate: The Revenue Growth Blueprint with its hybrid approach enables medium-sized B2B companies to achieve growth dynamics that would be hardly achievable with pure in-house resources at this speed and scalability.
“The combination of internal company knowledge and external marketing expertise has proven to be the growth accelerator for medium-sized B2B companies. Through this approach, even smaller organizations can realize enterprise-level marketing.” – B2B Growth Report 2025
Decision Guide: How to Make the Right Make-or-Buy Choice for Your B2B Marketing
The make-or-buy decision in B2B marketing requires a structured approach and consideration of numerous company-specific factors. The following guide helps you make this complex decision systematically.
Self-Assessment: Is Your Company Ready for an Agency Partnership?
Before considering collaboration with a marketing agency, you should evaluate your organizational readiness. The following factors are crucial for the success of an agency partnership:
- Clear marketing goals: Do you have defined, measurable goals for your marketing (e.g., lead generation goals, revenue targets, market share objectives)?
- Realistic budget: Do you have a dedicated marketing budget that includes both agency costs and media budgets?
- Internal contact person: Is there someone in your company who can coordinate the agency collaboration?
- Decision processes: Are your internal decision paths clearly defined to efficiently approve agency proposals?
- Data access: Can you grant an agency access to relevant data and systems?
A study by Forrester (2024) shows: B2B companies that meet at least 4 of these 5 criteria achieve an average of 2.7 times higher ROI from their agency collaboration than companies with lower readiness.
“A successful agency relationship is not a one-way street. Companies that are willing to work closely with their agency, provide clear briefings, and give constructive feedback demonstrably achieve better results.” – Agency-Client Relationship Barometer 2025
Budget and ROI Calculation for Various Marketing Disciplines
Proper budgeting is crucial for the success of your make-or-buy decision. You should consider both the direct costs and the expected ROI.
For medium-sized B2B companies, the following budgeting guidelines have proven effective (Source: B2B Marketing Budgeting Guide 2025):
| Marketing Discipline | Typical Monthly Budget (Agency) | Expected ROI (after 12 months) | Amortization Period |
|---|---|---|---|
| SEO/Content Marketing | €3,000-7,000 | 3.1:1 – 4.2:1 | 6-9 months |
| Performance Marketing (SEA, Social Ads) | €2,500-6,000 (plus media budget) | 2.8:1 – 3.5:1 | 3-6 months |
| Marketing Automation | €2,000-5,000 (plus tool costs) | 3.5:1 – 4.8:1 | 6-12 months |
| Website Development | €15,000-50,000 (project basis) | 2.5:1 – 3.2:1 | 12-18 months |
| Full-Service Marketing | €8,000-15,000 | 3.2:1 – 4.5:1 | 9-12 months |
Important: These guidelines vary depending on industry, competitive intensity, and specific company objectives. An individual calculation is essential.
Successful B2B companies typically plan their marketing investments in the following distribution (Source: CMO Survey 2025):
- 60-70% for continuous, long-term activities (background noise)
- 20-30% for campaign-based, time-limited initiatives
- 10-15% for testing and innovation
The Critical Questions for Agency Selection in the B2B Context
Choosing the right agency is crucial for the success of your marketing strategy. The following criteria have proven particularly relevant for B2B companies:
- B2B specialization: Does the agency have demonstrable experience in B2B marketing, ideally in your industry?
- Full-service vs. specialist: Do you need a generalist or a specialist for specific marketing disciplines?
- Strategic depth: Does the agency offer strategic consulting or just tactical implementation?
- Data orientation: How does the agency measure and report on successes and ROI?
- Technological expertise: Does the agency master the marketing technologies relevant to you?
- References: Can the agency demonstrate successful projects with similar companies?
- Culture and working style: Does the agency’s work style fit your processes and expectations?
In the B2B sector, it has been shown: Agencies with proven industry expertise and understanding of complex sales cycles achieve on average 41% better results than generalists without B2B specialization (Source: Agency Selection Success Factors, 2025).
The selection should not be primarily price-driven: A study by the B2B Marketing Association shows that companies that make their agency choice mainly based on cost achieve on average 35% less ROI than those that prioritize expertise and cultural fit.
“The right agency partnership should be viewed as a strategic investment, not a tactical purchase. The long-term results differ dramatically depending on whether you’re looking for a true partner or just a service provider.” – Agency-Client Success Study 2025
With this structured decision guide, medium-sized B2B companies can make an informed make-or-buy decision that fits their specific situation and sets the course for sustainable growth.
Future Perspective: The Evolution of the Make-or-Buy Decision Through 2030
The make-or-buy decision in B2B marketing will continue to evolve in the coming years. Technological advances, changing work models, and new market requirements will shift the decision parameters. For future-oriented companies, it is essential to incorporate these developments into their strategic planning.
Technological Developments and Their Influence on Marketing Resource Requirements
The rapid technological development will fundamentally change the marketing ecosystem. The following trends are already emerging:
- AI-supported marketing: Gartner forecasts (2025) show that by 2030, about 60% of all B2B marketing activities will be supported by AI or partially automated. This will increase the need for technical specialists on the one hand, and reduce repetitive tasks on the other.
- Fragmentation of marketing technology: According to the MarTech Landscape Report, the number of available marketing tools will increase by another 35% by 2030, further increasing complexity for in-house teams.
- Integration of marketing and sales tech: The boundaries between marketing and sales technologies are increasingly blurring, leading to more complex but more effective marketing-sales alignments.
For the make-or-buy decision, this means: The technology gap between agencies and internal teams is tending to get larger, not smaller. According to a study by Forrester (2025), specialized agencies invest an average of 4.7 times more in new marketing technologies and further education per employee than internal marketing departments.
“The technology stack in B2B marketing is becoming increasingly complex through AI, advanced analytics, and customer data platforms. This development reinforces the expertise advantage of specialized agencies that can distribute investments and know-how across multiple clients.” – Future of MarTech Report 2025
New Collaboration Models Between Companies and Agencies
The traditional boundaries between in-house teams and agencies are increasingly blurring. New, flexible models of collaboration are gaining importance:
- Embedded teams: Agency employees are integrated into internal teams temporarily or permanently. According to the Agency Future Trends Report (2025), by 2030, about 40% of all agency-client relationships will be based at least partially on this model.
- Performance-based contracts: Instead of fixed retainers, performance-dependent remuneration models are becoming more dominant. By 2030, an estimated 35% of all agency contracts will contain a significant performance-based component.
- Co-innovation partnerships: Companies and agencies jointly develop new marketing approaches and share risks as well as successes. This model will gain particular importance in knowledge-intensive B2B industries.
A survey of 300 marketing decision-makers (Future of Agency Relations Study, 2025) shows: 72% of B2B companies expect their collaboration with agencies to become deeper and more strategic by 2030, not more superficial.
Particularly relevant: The study predicts a decline in classic project business in favor of long-term, integrated partnerships focused on continuous optimization and shared goals.
Strategic Forward Planning: How to Remain Competitive
To remain competitive in the changing marketing landscape, medium-sized B2B companies should set the course for the future today. The following strategic measures have proven particularly effective:
- Develop a hybrid talent strategy: Define which marketing core competencies you want to build internally in the long term and which are better sourced externally.
- Create a technology roadmap: Plan your marketing technology investments for the next 3-5 years to avoid accumulating technological debt.
- Implement agile marketing structures: Create flexible team structures that can seamlessly integrate internal and external resources.
- Systematize knowledge transfer: Develop processes that ensure external know-how is successively transferred into your company.
Companies that implement these future-oriented measures are, according to a McKinsey study (2025), 2.4 times more likely to be “marketing outperformers” in their industry than companies without strategic marketing resource planning.
The right balance is crucial here: “The make-or-buy decision of the future will no longer be binary, but will encompass a continuous spectrum of options that flexibly adapt to the respective business requirements.” (Future of Marketing Organization, Sirius Decisions, 2025)
For medium-sized B2B companies, the ability to navigate these flexible models and strategically involve the right partners will become a decisive competitive advantage.
Success Factors for a Long-term Agency Partnership in the B2B Sector
A successful agency partnership is based on more than just contractual agreements. The following factors are crucial for long-term success and maximum ROI in the collaboration between B2B companies and marketing agencies.
Communication and Processes in Daily Collaboration
The quality of communication is the strongest predictor for the success of an agency relationship. A study by Agency Management Institute (2024) shows that companies with clearly defined communication processes generate on average 47% more ROI from their agency collaboration than those with unstructured communication.
Proven practices for successful communication include:
- Regular status meetings: Weekly brief updates and monthly deeper strategy discussions
- Clear briefings: Structured task descriptions with explicit goals, target groups, and KPIs
- Defined feedback processes: Clear guidelines on who provides feedback and how it is processed
- Escalation paths: Transparent processes for dealing with problems or differences of opinion
- Documentation: Central storage of all agreements, strategies, and results
Particularly effective: Setting up a shared project management tool to which both the company and the agency have access. According to a study by PMI (2024), this reduces misunderstandings by an average of 36% and accelerates the implementation of marketing measures by 28%.
“The most successful agency relationships are characterized by a culture of open communication and mutual accountability. It’s not about client and service provider, but about true partners with a common goal.” – Agency-Client Relationship Study 2025
Performance Measurement and Continuous Optimization
A data-driven approach to performance measurement is fundamental to the long-term success of an agency partnership. B2B companies that systematically measure and optimize their marketing activities achieve, according to a study by Forrester Research (2025), an average of 2.8 times higher ROI than companies without structured performance management.
An effective performance measurement framework includes:
- Definition of clear KPIs on three levels:
- Activity KPIs (e.g., content production, campaign launches)
- Result KPIs (e.g., traffic, leads, conversion rates)
- Business KPIs (e.g., revenue contribution, customer acquisition cost)
- Regular performance reviews with a fixed agenda and circle of participants
- Root cause analysis for deviations from goals
- Test-and-learn culture with dedicated budget for experiments
- Continuous optimization based on insights
The data clearly shows: B2B companies that reserve at least 15% of their marketing budget for tests and experiments achieve 42% higher marketing effectiveness (ROI Marketing Excellence Study, 2025).
Mutual transparency is crucial here: Successful agency relationships are characterized by open data sharing. The agency needs insight into sales data and customer insights, while the company receives full transparency about agency activities and their effectiveness.
From Attract via Engage to Delight: The Holistic Approach
The greatest added value of an agency partnership unfolds when it orchestrates the entire customer journey – from the first point of contact (Attract) through interaction and qualification (Engage) to customer retention and development (Delight).
Such a holistic approach includes:
- Attract: Strategies for gaining attention and traffic
- Content marketing & SEO to generate organic reach
- Paid media for targeted reach acquisition
- Thought leadership for positioning
- Engage: Measures for interaction and lead qualification
- Lead nurturing via marketing automation
- Sales enablement to support sales
- Account-based marketing for high-value prospects
- Delight: Activities for customer retention and development
- Customer success marketing
- Cross- and upselling programs
- Community building and referral marketing
Studies show: B2B companies that work with an agency across the entire customer journey achieve on average 59% higher customer lifetime values than those that only use external support selectively (Source: B2B Customer Journey Excellence Study, 2025).
This approach is particularly effective when the agency brings both strategic and operational expertise – from developing the Revenue Growth Blueprint to tactical implementation in the various disciplines.
“The most successful B2B companies do not view their marketing agency as an executing service provider, but as a strategic growth partner that supports the company in navigating the complex B2B customer journey.” – B2B Marketing Partnership Excellence Report, 2025
Medium-sized B2B companies that consider these success factors in their agency partnership can not only significantly increase their marketing effectiveness but also expand their competitive advantage in increasingly digital markets.
Conclusion: The Strategic Importance of the Make-or-Buy Decision for Sustainable B2B Growth
The make-or-buy decision in B2B marketing is far more than a tactical resource question – it is a strategic setting of course with far-reaching implications for your growth capability and market position.
The presented data and analyses show: For most medium-sized B2B companies (10-100 employees), a hybrid approach is the most economically sensible solution. This combines strategic internal coordination with specialized external expertise in the technically demanding and rapidly evolving disciplines of digital marketing.
The success factors for a profitable agency partnership can be summarized as follows:
- Clear communication and processes that enable smooth collaboration
- Data-driven performance measurement and continuous optimization
- A holistic approach that covers the entire customer journey
- Long-term partnership instead of short-term project focus
- Technological advantage through specialized expertise
The data is clear: B2B companies that strategically and data-based allocate their marketing resources – whether internal or external – demonstrably achieve better business results, shorter time-to-market, and higher ROIs from their marketing investments.
Ultimately, it’s not about a blanket “make or buy,” but about careful analysis of your specific situation, goals, and resources. The Revenue Growth Blueprint presented in this article provides a structured framework for this important strategic decision.
For most medium-sized B2B companies, the optimal solution will not lie in a strict either-or, but in an intelligent both-and – a strategic combination of internal and external resources that enables maximum impact with optimal cost structure.
Frequently Asked Questions About the Make-or-Buy Decision in B2B Marketing
At what company size is it worthwhile to build an internal marketing team?
The data shows a clear threshold: From about 100 employees and an annual marketing budget of at least €250,000, building an internal team becomes more economically sensible. Below this threshold, a pure or predominantly agency solution is typically more cost-efficient. However, not only company size is decisive, but also the strategic importance of marketing for your business model. Companies whose growth strongly depends on digital lead generation tend to invest in internal resources earlier, typically starting with a marketing coordinator who orchestrates collaboration with external specialists.
Which marketing disciplines should preferably be built internally, which outsourced to agencies?
The data from over 500 B2B companies shows clear patterns: Functions that require deep company and product knowledge – such as marketing strategy, product marketing, and customer relationship management – should rather be located internally. Highly specialized, rapidly evolving disciplines like SEO/SEA, content production, web development, and technical implementations are handled with significantly better ROI by agencies. Areas such as content strategy, marketing automation, and campaign management are particularly suitable for hybrid models, where internal coordinators work with external specialists. The consideration should always take into account the specific market conditions of your industry as well as existing internal competencies.
How do I calculate the actual ROI of an agency collaboration in the B2B context?
The ROI calculation should encompass three dimensions: 1) Direct cost-benefit analysis: Compare the agency costs with the generated added value (additional leads, revenues, etc.). 2) Opportunity cost consideration: What results would you have achieved with internal resources at the same budget? 3) Long-term value creation: Consider the building of brand capital and digital assets. For B2B companies with typically longer sales cycles, a sufficiently long observation period (at least 12 months) is essential. Establish a continuous attribution model that captures and evaluates the various touchpoints of the customer journey. In practice, specialized B2B marketing agencies typically achieve an ROI between 3:1 and 5:1 after 12-18 months of collaboration.
How do I find the right agency for my B2B company?
The selection process should be based on five core criteria: 1) Proven B2B expertise, ideally in your industry or similar contexts; 2) Methodological competence in the marketing disciplines relevant to you; 3) Cultural fit and compatible work styles; 4) Data-driven approach with transparent reporting; 5) References from comparable companies with demonstrable results. Conduct structured conversations with at least three potential agencies and have them present specific case studies. Pay attention to who your contacts will be – the quality of the relationship level is a decisive success factor. According to the Agency Selection Study (2025), B2B companies should also pay particular attention to the strategic depth of the agency: 81% of successful partnerships are based on an agency that not only implements tactically but also advises strategically.
What typical mistakes should be avoided when working with a marketing agency?
The five most common mistakes that endanger the success of an agency partnership are: 1) Unclear objectives without measurable KPIs; 2) Lack of internal coordination and missing contact persons; 3) Too short-term time horizon for success evaluation; 4) Insufficient data exchange and lack of insights into business results; 5) Purely transactional instead of partnership-based relationship management. The B2B Client-Agency Relationship Study (2025) shows that companies that treat their agency as a strategic partner with insight into business strategy are 2.7 times more likely to achieve their marketing goals than those that view the agency as a mere service provider. Establish clear communication structures, defined feedback processes, and a shared understanding of long-term goals from the beginning.
How should a medium-sized B2B company structure the collaboration with an agency contractually?
The contractual structure should include four core elements: 1) Clear definition of services and responsibilities; 2) Measurable success criteria and KPIs; 3) Transparent cost structure; 4) Flexible adjustment options. In the B2B context, retainer models with a 12-month minimum term and a 3-month notice period for both parties have become established as standard. Increasingly popular are hybrid remuneration models that combine basic compensation with performance-dependent components. According to Agency Contract Analytics (2025), contracts with at least quarterly review and adjustment clauses lead to 41% higher customer satisfaction. Essential is the definition of a structured onboarding process in the first 1-3 months that sets the course for a successful long-term collaboration.
What internal prerequisites must my company create for a successful agency collaboration?
Five internal prerequisites are crucial: 1) A dedicated internal contact person with sufficient time resources and decision-making authority; 2) Clearly defined marketing goals that are linked to the overarching business goals; 3) Access to relevant data and systems for the agency; 4) Defined decision and approval processes with appropriate response times; 5) Commitment of management to long-term marketing development. Companies that meet these prerequisites achieve, according to the Agency Collaboration Study (2025), an average of 3.2 times higher ROI from their agency collaboration than those without these structures. Particularly important is the involvement of all relevant internal stakeholders – from sales to product development – to ensure a unified understanding of marketing goals.
