When it comes to growing your business, one of the most strategic decisions you’ll make is whether to build your internal marketing team or partner with an external agency.
Now, as an account manager at Fifth Ring, I’ll admit I have a slight bias. But having spent time both in-house and agency-side, I’ve seen first-hand the strengths and struggles on both sides. That’s why I’m stepping off the agency soapbox for a moment to give you an honest breakdown of the pros and cons, because in 2025, the answer isn’t always obvious.
In-house marketing: the inside track
Advantages
- Brand immersion
Your internal team lives and breathes your brand. They’ve gone through the onboarding, understand the quirks of your product or service, and are deeply aligned with your company’s vision. That level of embedded knowledge is hard to replicate.
- Fast communication and agile decisions
With direct access to internal stakeholders, in-house marketers typically have quicker turnaround times when it comes to feedback and approvals. That can be a major advantage when deadlines are tight and sign-off delays can stall momentum.
Disadvantages
- Resource limitations
Most in-house teams are lean. One person might be responsible for everything from SEO to video editing to social media to lead nurturing. This multi-tasking can lead to burnout, or worse, underperformance in key areas.
- Gaps in specialist skills
The marketing landscape in 2025 is highly specialised. To truly excel in areas like paid media, advanced analytics, or inbound automation, you often need a dedicated expert. Hiring one full-time for each specialism isn't realistic for most mid-sized businesses.
Marketing agencies: a powerhouse of specialisation
Advantages
- Deep, diverse expertise
Good agencies assemble teams with specialist skills in areas like SEO, paid search, content creation, and campaign strategy. You get access to a broader talent pool without needing to hire each person individually.
- Objectivity and fresh thinking
An agency brings an external perspective. Because they work with multiple clients, they’re often more attuned to industry trends and best practices. That objectivity can cut through internal echo chambers and reinvigorate your strategy.
- Scalability on demand
Campaign ramping up? Product launch looming? Agencies are built to scale quickly. They have the infrastructure and workflows to flex with your needs without compromising quality.
Disadvantages
- Shared attention
Agencies are juggling multiple clients at once. While they aim to deliver the best results possible, they won’t have the same 100% focus as your in-house team. Fifth Ring is a global agency, and as part of BBN, we can also pull on other experts in the B2B arena as needed.
- Higher perceived cost
Agency fees can feel steep, especially when comparing to a salary. But it’s important to consider the full value. You're not just paying for time, but for efficiency, infrastructure, creativity and high-level expertise. Still, over time, the costs can add up, especially if the relationship lacks clear goals or scope control. As a business outcome focused agency, we understand the importance of a razor sharp brief to not only deliver results, but keep costs efficient.
The blended model: the best of both worlds?
For many businesses in 2025, the ideal marketing team isn’t just internal or external, it’s a combination of both.
How it works:
An in-house team drives the brand vision, manages internal alignment, and handles day-to-day content or campaign execution. An agency plugs in where needed, whether that’s strategy development, demand generation, or creative production.
This model provides the internal passion and brand knowledge with the external expertise and firepower to scale.
Case in point:
Alleima’s lean internal team needed scale, speed, and strategic consistency. Fifth Ring became that extension—delivering global execution, regional nuance, and measurable brand impact over a nine-year partnership.
So, which one wins?
There’s no universal answer. Your ideal marketing structure depends on your business goals, budget, and growth plans. But here’s a good rule of thumb:
- Need fast turnaround on branded content and internal comms? In-house is ideal.
- Need to scale campaigns, reach new markets, or sharpen strategy? Call in the agency.
And if you're feeling stretched, with too many priorities and not enough time, that’s a signal it might be time to blend the two.
You don’t deliver your own mail; you hire someone who does it better and faster. The same goes for your marketing.