When An Agency Makes Sense—and When There’s a Better Option
If you’re a manufacturer or distributor trying to modernize your marketing, it’s easy to think an agency is the next logical step.
You don’t have a team in-house. You’re not a marketing expert. So you figure:
“Let’s find someone who can just handle it for us.”
But here’s the truth: hiring a marketing agency can be either a smart move—or a massive waste of money.
It all depends on what you need, what you’re ready for, and whether you’ve got the basics figured out first.
Here’s how to decide if an agency is right for your business—and what other options might serve you better.
When Hiring an Agency Can Make Sense
There are certain situations where hiring an agency is a good idea—but only if the foundation is in place.
You’ve Got a Clear Strategy
Agencies are good at execution. They can build a site, run ads, design graphics, or write content. But most agencies aren’t going to build your strategy from scratch—especially in a niche industrial market.
If you already have a marketing plan, clear positioning, and know who your buyer is, an agency can plug in and help you move faster.
You Have Someone In-House to Manage Them
Agencies don’t manage themselves.
You need someone on your side—marketing lead, sales manager, or even the owner—who can guide the agency, answer questions, and keep them accountable.
If no one owns the relationship internally, things slip fast.
You Need Specialized Execution
Want to run paid search? Need a custom web app? Building a video campaign? That’s where a niche agency might be your best bet. Just make sure you’re clear on the scope and how results will be measured.
When Hiring an Agency Is Not a Good Fit
For most small to mid-sized manufacturers, hiring a marketing agency is premature.
Here’s why it often doesn’t work out.
You’re Not Sure What You Need
If you’re asking an agency to figure out your goals, build your plan, and also do all the work… you’re asking for a miracle. Most agencies are set up to do, not to lead. If you need leadership, you don’t need an agency. You need a strategist.
You Don’t Have Sales Input
If your agency never talks to your sales team, they’ll create content that looks pretty—but doesn’t help close deals. And if your team says “we don’t use any of the stuff they make,” you’ve got a bigger problem than branding.
You Haven’t Built the Basics
Before you pay someone to “boost your presence,” you need to know:
- Who your buyer is
- What makes you different
- What your sales team needs
- What kinds of leads are actually worth pursuing
Agencies can’t give you that. That’s the internal work—and it matters more than the logo refresh.
What Are the Alternatives to Hiring a Marketing Agency?
If you’re not ready for an agency, here are smarter starting points.
1. A Fractional CMO
Hire an experienced marketing leader part-time to:
- Build your strategy
- Define your brand message
- Prioritize where to invest
- Coordinate freelancers or vendors
This is often the best first step for a company modernizing its marketing after years of running on word-of-mouth and trade shows.
2. Productized Services
Need a buyer’s guide? A brand messaging package? Website content?
Productized services give you fixed-scope, fixed-price marketing tools with no long-term contract.
You get progress—without the overhead.
3. Freelancers for Specific Tasks
Already have a plan, but just need someone to write articles or design a brochure? A vetted freelancer may be all you need. Just make sure you’re directing them—not the other way around.
4. Internal Hire + External Support
Sometimes, the right move is to bring on a junior marketer internally and give them fractional leadership and freelance support. This gives you someone to “own” marketing internally—without trying to do it all alone.
So… Should You Hire an Agency?
Here’s a simple way to tell:
| If You… | Then… |
|---|---|
| Have a clear strategy & goals | An agency might help you scale |
| Need help figuring out where to start | Hire a fractional CMO or strategist first |
| Have no internal marketing lead | Don’t hire an agency yet |
| Want quick wins with defined scope | Try a productized service |
| Just need execution, not strategy | Freelancer or task-specific agency may help |
Bottom line: Agencies can help you scale—but only after you’ve built a strong foundation.
If you skip that step, you risk wasting time and money on work that looks good… but doesn’t move the needle.
Not sure what kind of marketing help you need?
Schedule a discovery session with The Right Horse.
We’ll help you assess your options—and build a plan that works for how industrial companies actually grow.
