Deciding how much of your marketing to outsource can feel overwhelming. Our latest playbook, The State of Lead Management 2025, reveals that 81% of marketers don’t do it alone — they’re bringing in outside expertise to scale their efforts. But the real question is: how much should you outsource, and which functions offer the best return?
The outsourcing trend is picking up pace
Marketing outsourcing is becoming a core strategy that’s gaining serious traction in 2025. Our research shows that more than 55% of businesses are planning to outsource more of their marketing this year, with particularly high adoption across:
- Legal (94%)
- Finance (94%)
- Technology (91%)
- Healthcare (88%)
This trend cuts across businesses of all sizes, with 91% of medium-to-large businesses (100+ employees) and 83% of smaller companies (under 100 staff) outsourcing at least some marketing functions.
Why are businesses outsourcing more?
Several key factors are driving this shift:
- Cost management
Rising costs — including inflation, higher wages, and employee benefits and overhead costs — are putting pressure on marketing budgets. Outsourcing allows companies to maintain quality while keeping expenses under control. - Access to specialized expertise
With marketing growing more complex by the day, outsourcing gives you access to experts in areas like SEO, automation, and data analytics — without having to bring on full-time hires. - Scalability and flexibility
Marketing needs fluctuate. Outsourcing allows you to scale your efforts up or down quickly. HubSpot’s 2024 State of Marketing Report found that 61% of businesses value the flexibility outsourcing brings when adapting to changing markets. - Faster growth with lower risk
Outsourcing supports rapid growth by adding reliable expertise. Outside partners bring structure, adaptability, and consistency — helping your internal team stay focused.
Which marketing functions are businesses outsourcing?
The most commonly outsourced marketing functions include:
- Market research and data analysis (45%)
- Content creation (42%)
- Digital marketing (41%)
- Social media management (40%)
- Branding and design (39%)
- Email marketing (38%)
- Public relations (30%)
The trend is clear: companies tend to outsource specialized, technical, or time-intensive tasks that require deep expertise.
Budget considerations
Your marketing budget plays a major role in how much and what you outsource.
Smaller budgets (under $250k annually)
For businesses with tighter budgets, outsourcing is all about maximizing impact with minimal spend.
Commonly outsourced tasks:
- Digital marketing (SEO/PPC)
- Email marketing
- Basic content creation
Mid-size budgets ($250k–$1M annually)
These businesses aim to balance in-house strategy with external execution. About 30% report strong ROI from outsourcing.
Top areas:
- Social media management
- Content creation and distribution
- Branding and design
- Email campaigns
Larger budgets (over $1M annually)
Companies with higher budgets often invest in high-impact, data-driven initiatives.
Frequently outsourced areas:
- Advanced performance tracking
- Comprehensive market research
- Data analysis and reporting
The generational shift
Our research uncovered a generational divide:
60% of marketers under 40 are open to outsourcing, compared to much lower rates among older professionals.
Why? Millennials and Gen Z have grown up in a digital-first world. To them, outsourcing is just a smart, collaborative way to get things done efficiently — not a risk or compromise.
How to create your outsourcing strategy
Not sure where to start? Consider the following:
- Separate core vs. non-core activities
Keep brand strategy and key decisions in-house. Outsource execution-heavy or niche skills. - Evaluate your internal capacity
Be honest about what your team can (and can’t) handle in terms of skills, bandwidth, and speed. - Consider your growth stage
Startups and fast-growing companies often benefit from broader outsourcing, while established teams may only outsource select tasks. - Think ROI first
Prioritize outsourcing the functions where outside expertise will deliver the greatest value.
Download the report today
Get more insights in The State of Lead Management 2025 — packed with real-world data and tips to help you turn more inquiries into customers this year.
Call us at 866 766 5050 to see how our Lead Management Service, available with our Personalized plan, can make a real difference to your business.
