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In-House Marketing or Agency?

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In-house marketing guy

In-House Marketing or Agency?

Response to: The Future of Small Business Marketing is In-House

I work for a marketing agency. And I agree.

But let’s clarify what this article means by “in-house marketing.”

The underlying sell here is consultation and training for an in-house Marketing Manager. This is one role that typically oversees all marketing activities for the business. They deeply understand the core products or services and goals of the company. They help develop and drive the strategic marketing vision to achieve those goals.

As an agency, we celebrate the move toward clients having a dedicated marketing resource in-house. It provides a single point of contact whose job is to push marketing performance forward. They are focused on that function, and we speak the same language.

But they are just one person.

Consider what a comprehensive marketing strategy includes:

If you’ve ever been an in-house marketing manager trying to do all the above, you probably understand why it often fails.

You are limited.

Not only is there not enough time in the day, but these are distinct focus areas. To do them each well takes education, training, and time. For most, an in-house marketing team is not practical or financially feasible.

That’s where the scale of an agency comes in.

  1. An agency serves multiple clients, so you can leverage a full-service marketing team but only pay for a fraction of each person on that team. You can also leverage the experience that comes from the trials and successes of other clients.
  2. Each member of your agency team is focused on their area of expertise. They are responsible for staying up to date on trends and training.
  3. Agencies are buying media for multiple clients – this buying power results in volume discounts which ultimately make their way to you.
  4. In most agencies, the relationship with the client is managed by an Account Manager. They work together with the Marketing Manager to develop and drive the marketing strategy and provide a single, cohesive communication point for both the client and internal agency team.

As a company grows, as the one did in the original article, it may become more practical to build an internal marketing team. For all businesses, the agency relationship provides expertise, buying power, and bandwidth that they couldn’t achieve efficiently in-house.

Get started with an experienced and versatile agency today, reach out to the team at LEAD.

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About Christine Flodin

Christine began her marketing career in 2005, progressing from copywriter to marketing program manager to account manager. She has expertise in managing successful Marketing Automation campaigns, including developing strategy and utilizing various CRM tools, to nurture client leads. On the agency side, she has worked for clients like KitchenAid and HON, guiding their voice and integrated digital and print marketing efforts. On the client side, she led content development, global marketing programs, and agency management for a global forex and derivative trading provider. On both sides, she strives to help companies make meaningful, long-term connections with their consumers. She holds a degree in Advertising & Promotion from Western Michigan University and lives in Caledonia, MI with her husband and two kids.

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