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Two thirds of all B2B companies are outsourcing their marketing department – here’s why

By January 24, 2023No Comments

Twenty years ago most companies viewed outsourcing their marketing department as insane. But in the Bay Area and Seattle, where I started Clarity Quest, the concept was gaining steam. 

Today, we get inquiries from multiple companies a month wanting to outsource their marketing function completely.

Why the change? 

Why outsource marketing has skyrocketed

Marketing requires specialized expertise

If you’ve been stumped by LinkedIn Campaign Manager or perplexed why Google rejected your ad copy, you understand the need for specialization first-hand. Effective marketing requires specific strategic, tech, content, design, and analytics expertise.  Public relations pros need to possess even different relationship-building skills.

Skilled people are expensive to hire

Marketing specialists tend to come at a higher price than generalists and are tough to hire post-pandemic. Can you afford to staff all the marketing expertise you need internally? Most SMB companies cannot. An outsource marketing department can give you all the skills you require at a fraction of the cost. 

Average Marketing Compensation

Job TitleAverage Annual SalaryAverage Benefits Costs Total Compensation
Chief Marketing Officer$177,738$117,500$295,238
Content Marketing Manager$71,619$18,245 $89,864
Marketing Technology Manager$92,974 $8,500 $101,474
Marketing Director$93,907 $46,000 $139,907
Marketing Strategist$63,953 $28,951 $92,904
Marketing Analyst $59,346 $33,750 $93,096
Graphic Designer$48,964 $10,978 $59,942
Digital Marketing Manager$71,188$32,554$103,742
Total for Team of Specialists $679,689 $296,478$976,167

Source: *Payscale, January 2023

It’s tough to find quality candidates

Recruiters are constantly trying to poach your employees. Medical services company Remote Medical International in Seattle was losing marketing leaders and specialists to Amazon and Microsoft. The churn was hurting the bottom line and killing all pipeline momentum.

Their COO Paul Budak decided to give Clarity Quest’s outsource marketing model a try.

The benefit?  They saw a better marketing performance by outsourcing. 

RMI’s COO Paul Budak says “Compared to our previous internal efforts, our Clarity Quest outsource team really filled the funnel with a higher ROI than anyone expected.”

Marketing needs change over time

As your company grows and market conditions change, strategy and campaign execution requirements evolve. Even over the course of just a year, it’s difficult to predict exactly what skills you’ll need.  

A full-service agency that has a wide range of expertise under one roof can flex with your company as you grow or even merge with another company. 

Is outsourcing right for you?

To evaluate whether outsourcing is the right option, download our white paper “Is Outsource Marketing Right for Your Company”? 

Read how our outsource marketing department helped:

Chris Slocumb

Author Chris Slocumb

Chris is the founder of Clarity Quest Marketing and Chief Growth Officer of Supreme Group. To learn more about Chris' experiences and qualifications, visit our leadership team page.

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