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 increase their marketing efforts. But the question is, how much should you outsource, and which functions will give you the best return?
Marketing outsourcing is becoming a core strategy that’s gaining serious traction in 2025. Our research shows that more than 55% of businesses are thinking about outsourcing more of their marketing in 2025, with particularly high adoption across:
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 some marketing functions.
Several factors are pushing this shift toward increased marketing outsourcing:
Rising costs – including inflation, higher wages, and increased National Insurance contributions – are putting pressure on marketing budgets. Outsourcing offers a way to maintain quality while keeping expenses in check.
For many sectors, outsourcing is a great solution, helping to keep quality up whilst keeping expenses in check. By teaming up with outside experts, industries can stay competitive without breaking the bank.
Marketing continues to grow more complex, with new technologies and strategies emerging constantly. Outsourcing gives you access to specialists without the overhead of full-time hires.
Business’ needs fluctuate, and outsourcing allows you to scale marketing efforts up or down as required. HubSpot’s 2024 State of Marketing Report found that 61% of businesses value the flexibility outsourcing provides when adapting to market changes.
Rapid business growth can often come with its own set of challenges, especially if your team is new or overwhelmed. That’s where outsourcing comes in handy, offering both speed and reliability. Outside partners keep up with the market, adjust to your needs, and make sure everything runs smoothly.
Our research shows that certain marketing functions are outsourced more frequently than others:
These statistics reveal a clear pattern, companies are most likely to outsource specialised, technical, or time-intensive tasks that require specific expertise.
Your marketing budget significantly impacts what and how much you should outsource:
For businesses with annual marketing budgets under £250k, outsourcing is all about making a big impact without overspending.
The top outsourced tasks usually include:
For companies with marketing budgets ranging from £250k to £1m, outsourcing is about striking the right balance between effectiveness and efficiency. About 30% of businesses in this range are seeing strong results by choosing to outsource.
The top outsourced tasks usually include:
Businesses that have annual marketing budgets of over £1m can afford to invest in strategic, high-impact initiatives.
Top outsourced priorities for larger budgets include:
Interestingly, our research shows a generational divide in outsourcing attitudes. 60% of marketers under 40 are open to outsourcing, compared to lower rates among older professionals.
Why are younger marketers more open to outsourcing? For Millennials and Gen Z, life has always been digital. So, it’s no surprise they’re comfortable using technology and bringing in outside help to get things done. To them, outsourcing is just another way to collaborate and work smarter.
When determining how much of your marketing to outsource, consider these factors:
Make sure to download the complete State of Lead Management in 2025 playbook for even more valuable insights that will help your business turn more enquiries into customers this year.
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