{"id":10190,"date":"2026-06-25T17:02:21","date_gmt":"2026-06-25T15:02:21","guid":{"rendered":"https:\/\/www.voxx.nl\/?p=10190"},"modified":"2026-06-25T18:15:48","modified_gmt":"2026-06-25T16:15:48","slug":"marketing-department-on-demand","status":"publish","type":"post","link":"https:\/\/www.voxx.nl\/en\/marketingafdeling-on-demand\/","title":{"rendered":"The tricky questions customers ask us about outsourcing marketing"},"content":{"rendered":"
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That\u2019s not just one role. It\u2019s actually a whole team.<\/h4>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t
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The questions customers ask us about outsourcing marketing<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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(Unfortunately) there aren\u2019t that many B2B companies that come to us saying, \u2018I really want a lot more marketing!\u2019. They usually come to us because they realise that something is starting to go wrong.<\/p>\n

Their business is growing. The market is changing. The sales team needs better support. The management wants to raise its profile. The website no longer adequately explains what the company does. The subject matter experts have a wealth of knowledge, but this knowledge is often not translated effectively enough into visibility, customer trust or commercial opportunities.<\/p>\n

We see this happening particularly often in companies specialising in technology, innovation and sustainability. These are organisations with a great deal of expertise. Think: techies, specialists, engineers, consultants and product experts who are building solutions that will change our world for the better \u2013 and in a sustainable way!<\/p>\n

However, their marketing does not always keep pace with that maturity in terms of content. At that point, the same question usually arises:<\/p>\n

Should we take someone on? Should we hire an agency? Should we work with freelancers? Or do we actually need a different marketing model?<\/p>\n

Well, what do you say to that as an agency?<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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\u201cShouldn\u2019t we just hire a marketer?\u201d<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Yes, sometimes.<\/p>

If you need someone on a day-to-day basis who is closely involved with the organisation, carries out a great deal of internal coordination and constantly tackles all sorts of individual, task-oriented marketing tasks, an in-house marketer may be the right choice.<\/p>

But many companies aren\u2019t actually just looking for a marketer. They\u2019re really looking to fill a full marketing role.<\/p>

After all, they want: strategy, positioning, branding, content, design, campaigns, client case studies, website optimisation, LinkedIn, email marketing, sales materials, data, a marketing or content plan, ongoing visibility via social media, videos, employer branding, etc.<\/p>

Erm, well, it\u2019s not just one role. It\u2019s a whole team.<\/p>

And what often happens then? A company like that hires a single marketer and expects that person to be able to do everything: think strategically, write commercial copy, run campaigns, oversee design, understand, set up and manage HubSpot or Mailchimp, support events, maintain and improve the website, report to senior management on all sorts of KPIs, and help the sales team with better materials. And we\u2019ve probably forgotten a few more of this sheep\u2019s legs. \u00a0<\/p>

So: this profile does not exist. And this profile is certainly not suitable for a role in which someone has to do everything on their own.<\/p>

So the question is really: \u201cWhat level of marketing capacity and what standard of marketing do we need for the stage our company is currently at?\u201d<\/p>

For many B2B companies with between 25 and 250 employees, the answer is: more than one person, but not yet a full in-house team.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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\u201cIsn\u2019t a desk a bit too far away?\u201d<\/h4>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Certainly, that\u2019s possible. We often hear people express fears about that \u2018feeling\u2019 during the initial consultations. And, to be honest, sometimes those fears are justified.<\/p>

Many agencies operate on a project-by-project basis. They create a campaign, a website, a brand narrative or a content series. There can be a great deal of value in that. However, it does not solve the structural problem.<\/p>

The problem is often that marketing does not have a fixed place within the commercial organisation.<\/p>

What do we mean by that? Well, marketing is often simply not at the table. Or there is no clear business strategy or ICP. No clear proposition or positioning. No detailed sales and marketing strategy. No translation of strategy into content. No consistent follow-up with sales. No system in which market knowledge, customer enquiries, campaigns and positioning come together, let alone reinforce one another.<\/p>

The result? You end up with a string of isolated marketing initiatives. For example: a new website. A few posts. A trade fair campaign. A customer case study. A white paper. All useful, but not enough to build authority in a structured way.<\/p>

That\u2019s why you\u2019d rather work with an on-demand marketing department than with a traditional agency working remotely.<\/p>

That means we\u2019re also fully immersed in (and working alongside) commercial practice. We want to know what sales conversations should include. What questions customers ask. What objections hold up deals. Which topics are becoming more important in the market. What knowledge exists internally but isn\u2019t yet sufficiently visible externally.<\/p>

\u2018Remote marketing\u2019 should therefore not operate in isolation from your organisation. Rather, it should bring your organisation\u2019s expertise to the market and translate that into a strategy and concrete actions. This therefore requires close collaboration with a permanent and well-established team, particularly if that team does not work on-site at your company on a daily basis.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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\u201cBut do you actually understand our content?\u201d<\/h4>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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This is one of the most important questions asked by technical and knowledge-intensive companies. And rightly so.<\/p>

If you work in technology, sustainability, engineering, data, industry, energy or innovation, marketing that merely produces \u2018pretty brochures\u2019 is of little use to you. You need people who can distil complex content into a clear message. By experts, for experts. Without simplifying the content into something generic.<\/p>

Many companies in niche markets have no time for nonsense. Their customers expect them to know exactly what they\u2019re talking about \u2013 or perhaps even better than that. After all, there are often very few genuine experts in a niche market. So what do those customers want to know?<\/p>