In-house marketing vs B2B SaaS marketing agencies: What to choose in 2025?

By
Nikoletta-Sofia Kalagkatsi
January 28, 2025
Share this article

If you're Head of Marketing for a B2B SaaS company, you're probably familiar with the classic “headache”: Should you build an in-house marketing team or partner with a specialized marketing agency? Both options come with their own set of promises and pitfalls, and finding the right fit can make or break your growth efforts.

Let’s break it down and help you figure out what works best for your business – because one size definitely doesn’t fit all.

In-house marketing teams

An in-house marketing team can feel like a dream come true. Everyone knows your brand inside and out, and they’re immersed in your company’s culture, goals, and vision. But while this setup has its advantages, it’s not without its challenges.

What you’ll love:

On-brand and lightning-fast execution: In-house teams live and breathe your brand. You’ll never experience the “who-approved-this” moment, and turnaround times for tasks like website edits or social posts can be lightning-fast.

Direct communication: You don’t have to deal with project tickets, middlemen, or language barriers. Sit down with your in-house expert and hash things out immediately.

Where it falls short:

High costs: Building an in-house team isn’t cheap. Salaries, benefits, training – it all adds up quickly, especially when you’re trying to scale.

Limited bandwidth: Unless you have the budget to hire a large team, in-house marketers often wear multiple hats, which can lead to burnout and missed opportunities.

Knowledge gaps: Specialized industries like SaaS require deep expertise. It can be difficult to find marketers who understand your space – and if you do, they’ll often come at a premium.

Why B2B SaaS marketing agencies shine 

When you’re looking for speed, expertise, and scalability, a B2B SaaS marketing agency can be your secret weapon. But as with any external partner, there are things to watch out for.

What you’ll love:

Specialized expertise: Agencies like SparkForce live and breathe B2B SaaS marketing. From account-based marketing to LinkedIn Ads, they know the playbook and how to adapt it to your specific business.

Scalability: Need a comprehensive content strategy, ICP analysis and a Google Ads overhaul – all at once? Agencies bring in the right talent at the right time without you having to hire multiple people. Sometimes, you get an entire team for the price of one internal marketer.

Fresh perspective: Agencies aren’t stuck in your internal bubble. They bring an outside-in view, which often results in innovative ideas and unbiased audits.

Where it falls short:

Industry-specific content challenges: If your business operates in a highly specialized space (think IoT or deep-tech), getting an agency up to speed can be challenging. Misaligned keywords or generic messaging can lead to wasted spend.

Cost misconceptions: While agencies often charge less than a full in-house team, you’ll still need to budget carefully. Be wary of pricing models tied to ad spend – they can incentivize agencies to prioritize quantity over quality.

Integration hiccups: Agencies need a smooth onboarding process to understand your sales cycle, ICP, and goals. Without a proper handover, you risk delays and misalignment.

How to make the right choice

So, how do you decide? Here are some questions to guide your thinking:

- What’s your timeline?

If you need results fast, an agency might be your best bet. In-house teams require time to hire, train, and ramp up.

- What’s your budget?

Agencies are often more cost-effective for smaller companies or those scaling quickly, while in-house teams might make sense for long-term, brand-specific work.

- How niche is your industry?

If your business has unique technical requirements or a niche audience, you may need to invest more time onboarding an agency or consider building an in-house team of experts.

- What’s your ultimate goal?

Are you building long-term marketing infrastructure or executing specific, short-term campaigns? Your answer can determine whether in-house or agency support is better.

Red flags to look out for when hiring an agency

Not all agencies are created with the same ingredients. Here’s what to watch out for:

Vague promises: If an agency claims they’ll double your conversions in three months – run. Quick wins exist, but sustainable growth takes time.

Unclear pricing models: Avoid agencies that charge based on ad spend. Look for project-based or transparent retainers instead.

Lack of industry knowledge: Ask about their experience in your field. If they don’t know your industry’s nuances, it could lead to costly missteps.

Green flags to look for

Strong onboarding process: Agencies that ask thoughtful questions and request detailed information about your business are setting the stage for success.

Proven track record: Ask for case studies or references from companies similar to yours.

Collaborative culture: The best agencies feel like an extension of your team. They’ll challenge your ideas when necessary, but always prioritize your goals.

Best of both worlds

For many B2B SaaS companies, the ideal solution is a mix of in-house talent and agency support. Use an agency to fill knowledge gaps, scale campaigns, or test new channels. Meanwhile, keep in-house staff focused on brand-building and customer engagement.

At SparkForce, we’ve been in your shoes. Our team is made up of former in-house marketers who understand the unique challenges of scaling a B2B SaaS company. Whether you’re looking for full-service support or a trusted partner to complement your in-house efforts, we’re here to help.

Sign up for our newsletter

Lorem ipsum dolor sit amet, consectetur adipiscing elit.

By clicking Sign Up you're confirming that you agree with our Terms and Conditions.
Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.