In 2024, 46% of UK companies outsourced some element of their marketing activities, with the figure rising to 50% for companies who operate business-to-business (B2B).

And, with the forthcoming increase in employer NICs and businesses keen to use the latest marketing tactics to boost competitiveness, Norwich-based B2B marketing agency, Full Mix Marketing, believes this level could increase beyond 50% in 2025.

“Outsourcing marketing offers a number of benefits, including more flexibility and access to greater skills and experience. With the rising costs of employment, businesses may seek to get more from their budget by enlisting the help of a skilled marketing agency” says Sarah West, Managing Director.

Full Mix Marketing is a leading marketing agency which specialises in supporting companies and organisations across the UK who work with other businesses (B2B). Their clients operate in sectors including manufacturing, engineering, technology, logistics and business services.

The statistics on the prevalence of outsourcing marketing were gathered in a 2024 survey of 3,000 UK businesses and published by global data and business intelligence platform, Statista.
Full Mix Marketing’s founder believes the stats demonstrate that B2B organisation are increasingly seeing the value of outsourcing marketing which they previously delivered in-house.

“Many agencies have a depth of capabilities and experience that internal marketing teams can find hard to replicate. Though they still work very closely with clients, agencies can be less distracted than internal teams and often deliver marketing quicker, better and more cost-effectively” states Sarah.

The statistics also show that B2B companies are almost 25% more likely to outsource than B2C (business-to-consumer) companies, with 41% of consumer-facing businesses and brands utilising external marketing partners.

“B2C companies often sell lower value goods in high volumes, so marketing is possibly more intrinsic to what they do. B2B products and services tend to be higher value and more complex, so companies choose to focus on what they do best and get expert support with their marketing” adds Sarah.

As well as providing individual elements of digital, non-digital and strategic marketing, Full Mix Marketing often act as their clients’ entire outsourced marketing department.

Established in 2016, the firm has grown to become East Anglia’s leading B2B marketing agency. In 2024, Sarah West won a prestigious Great British Entrepreneur Award for the innovation the agency has shown in specialising in the marketing needs of B2B companies.

“Businesses typically buy things and respond to marketing quite differently to consumers. Companies told us they struggled to find a marketing agency which understood, so we established one which does. We’re keen to help even more of the 50% of B2B companies who seek support” concludes Sarah West.

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