What Types of Business Are Outsourcing Marketing Services? (2026 Trends)

Phil Ashforth
Nov 19
3 min read

The "do it all yourself" era of business growth is fading. With the explosion of AI-driven search, complex ad algorithms, and the need for omnichannel presence, relying solely on a small in-house team is becoming a bottleneck for many companies.

But who is actually making the switch? Current data shows that B2B technology firms, manufacturing companies, and high-growth startups are the primary drivers of the marketing outsourcing trend.

In the UK specifically, over 50% of B2B companies now outsource part or all of their marketing function to access specialised skills without the headcount risk.

Below, we break down the 5 specific types of businesses that are leading the charge in marketing outsourcing and exactly why they are doing it.

1. B2B SaaS & Tech Companies

The Challenge: The "Software as a Service" (SaaS) market is saturated. Tech buyers are sophisticated; they don't want fluff—they want technical white papers, in-depth case studies, and product-led SEO. Why They Outsource:

Fractional Leadership: Many tech firms hire a Fractional CMO to build strategy without the six-figure full-time salary.
Technical Content: They partner with agencies that specialise in "technical writing" to explain complex APIs or software integrations, which generalist in-house writers often struggle with.
Agility: In tech, speed is everything. Outsourcing allows them to launch a new feature campaign next week, not next quarter.

2. Manufacturing and Engineering Firms

The Challenge: Historically, manufacturers relied on trade shows and sales handshakes. Today, their buyers (engineers and procurement managers) are researching online first.

Why They Outsource:

Digital Transformation: Many manufacturers have incredible products but outdated websites. They outsource Web Development and SEO to bring their digital presence up to the standard of their engineering.
Lead Generation: They use external lead-gen agencies to keep their sales teams fed with qualified prospects, bridging the gap between "making the product" and "selling the product."

3. Scale-Up Startups (Fintech, HealthTech)

The Challenge: Startups are under immense pressure from investors to show rapid growth ("hockey stick" curves) with limited "burn rate" (cash spend). Why They Outsource:

Investor Reporting: Startups often outsource data analytics and reporting to ensure they have clear, professional metrics to present at board meetings.
Scalability: A startup might need 20 blog posts and 50 social ads for a launch month, but zero the next. Outsourcing offers this "turn-on, turn-off" volume that internal hires cannot.

4. E-commerce and Retail Brands

The Challenge: The battle for customer attention is fought on paid media (Google Ads, Meta, TikTok). These platforms now use AI-based bidding that requires daily, sometimes hourly, optimisation. Why They outsource marketing services:

PPC Management: Managing ad spend effectively requires expensive software and niche expertise. Retailers outsource this to performance agencies to ensure a positive ROAS (Return on Ad Spend).
Visual Assets: Instead of hiring a full-time photographer and editor, e-commerce brands often use creative agencies to produce high-quality video reels and product shots on demand.

5. Professional Services (Law, Finance, Healthcare)

The Challenge: Trust and Authority. A law firm or private clinic cannot afford to publish "AI-generated spam." Their content must demonstrate E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness). Why They Outsource:

Reputation Management: These businesses often outsource PR and Local SEO to ensure that when a local client searches for them, they see 5-star reviews and authoritative articles.
Compliance: Marketing in finance and health requires strict adherence to regulations. Specialised agencies know these laws inside out, reducing the risk of a compliance lawsuit.

📊 The Common Thread: Why Are They outsourcing marketing services?

Across all these industries, the driver isn't just cost—it's capability.

Access to AI Tools: Agencies pay thousands per month for enterprise-level AI and SEO tools (like Ahrefs, SEMrush, or Midjourney). Outsourcing gives these businesses access to that tech stack for a fraction of the price.
Risk Mitigation: In a volatile UK economy, hiring a permanent employee is a risk. Outsourcing converts that fixed salary cost into a flexible variable cost.
Focus: By handing off the "noise" of marketing, CEOs and Founders can get back to product innovation and customer service.

🚀 Ready to Scale Smarter?

Does your business fit one of these profiles? If you are spending more time managing marketing headaches than growing your business, it might be time to look outside.