How much does a marketing team cost in 2025

Table of Contents
  • Template item

When budgeting the cost of a marketing team, you need to consider it as a strategic investment rather than a mere expense.

Typically, companies set aside anywhere from 5% to 30% of their revenue for seamless marketing services, though where you land on that range depends on factors like your target audience, business goals, and whether you're gunning for rapid expansion or steady growth. For example, in 2023, marketing budgets averaged about 10.2% of total budgets.

Every dollar you put in is a step toward your marketing objectives. Startups focused on fast growth will likely need a higher investment for those bold moves, while established companies might aim for consistency with a leaner budget. The right approach is to view your marketing team as a revenue-driving asset—one that aligns your resources with an effective marketing strategy and primes your business for a solid return on investment (ROI).

Major factors influencing marketing team costs

Marketing team budgets are far from one-size-fits-all. Costs vary widely, and several key factors directly influence how much you'll need to invest. Here are the four most prominent factors:

Company size and industry audience

The size of your company and the industry you're in both heavily impact marketing costs. Larger companies often need broader seamless marketing campaigns that require higher headcounts and more specialized skills, so a tech company aiming to scale globally might spend upwards of 20% of its revenue on marketing.

Your target market matters, too. For instance, in 2023, B2B product companies dedicated an average of 9.4% of their revenue to marketing, while B2B services companies allocated about 6.3%. In contrast, B2C companies—especially those in consumer goods—may invest more to capture market share in competitive landscapes.

Marketing goals and objectives

Your marketing goals define the scope—and budget—of your traditional and video marketing efforts. 

Say you’re focused on lead generation for a new product. That often means pouring resources into digital ads, which can pile up fast. For context, the average cost per click (CPC) on Google is $2.69 for search and $0.63 for display

On the other hand, if you're prioritizing customer retention, you might lean toward loyalty programs and personalized content, which could be more cost-effective.

What if you're aiming for global brand awareness? Scaling internationally often calls for a beefier budget to cover diverse seamless digital marketing strategies, a strong social media presence, and maybe even some influencer partnerships to make an impact.

Scope of marketing services

Not all marketing teams are built alike—nor should they be. A full-service marketing team that handles everything from content creation to analytics requires a broader skill set, and thus, a bigger budget.

Depending on the workload, you might go with in-house experts, bring in third-party consultants, or mix it up. In 2023, companies invested between $2,500 and $5,000 a month in SEO alone, with social media management ranging from $500 to $5,000, based on platform needs and strategy depth. 

Your tech stack matters here, too. Using advanced analytics or AI-driven tools can make a big impact on results—but they’ll also add to the overall cost.

Geographic location

Where your marketing team is based can have a big impact on costs. Different regions mean different labor rates and market conditions. In the U.S., for example, a senior marketer’s average salary hovers around $171,000 annually. Meanwhile, in regions like Eastern Europe or Southeast Asia, you can find similar expertise at a fraction of that cost.

This opens up the option of hiring fractional marketing roles—professionals who work part-time or on specific projects. You get the skills you need without the full-time salary commitment, which means lower overhead and the flexibility to scale your marketing as needed. And if you're focused on a particular region, hiring locally can bring those priceless local insights and competitive rates to make your marketing more effective.

Breaking down the costs of a marketing team

Next, let's understand the costs associated with building and maintaining a high-performing team.

Salaries

Salaries are the biggest piece of your budget pie. Compensation varies based on roles, experience, and geographic location. For instance, in the United States, the average annual salary for a Marketing Analyst Specialist is approximately $100,000, while a Chief Marketing Officer (CMO) can earn upwards of $300,000. Entry-level positions, such as Marketing Coordinators, typically have salaries ranging from $40,000 to $50,000.

Remember, these figures can shift depending on regional costs of living and industry standards.

Benefits and overhead costs

Beyond salaries, you need to account for additional expenses when calculating the full financial commitment of hiring and retaining marketing personnel:

  • Employee benefits: Health insurance, retirement plans, and bonuses, often adding an extra 20% to 30% on top of base salaries.
  • Training and development: Investing in ongoing education and skill-building in marketing techniques and data quality keeps your team sharp and up-to-date with the latest in marketing.
  • Office space and utilities: Physical workspaces, utilities, and supplies add up, though with more teams working remotely, many companies are redirecting some of these funds to support home office setups.

Tools and software

From customer relationship management (CRM) systems to analytics dashboards, and content management platforms to design software, the right marketing tools keep everything running smoothly. But heads up: they can cost a pretty penny.

Take a CRM like Salesforce—it’ll set you back anywhere from $25 to $500 per user each month, depending on your plan. And, if you're using design software like Adobe Creative Cloud, expect extra monthly or annual charges.

Investing in these tools is essential, helping you streamline workflows, analyze data, and execute marketing strategies.

External costs

Bringing in outside resources can give your marketing team a serious boost. Plus, costs for things like market research, ad placements, and event promotions fit right here.

Here's a quick rundown:

  • Agency fees: Hiring specialized digital marketing agencies for tasks like SEO, public relations, or advertising can range from $1,500 to $10,000 per project, depending on what you need and how big the job is.
  • Freelancers and consultants: Outsourcing specific tasks to freelancers offers flexibility and can be cost-effective when you don’t need full-time help.
  • Advertising and media buys: Budget for ad space on Google, Facebook, or traditional media. It often works on a pay-per-click or impression model, so you’ll want to plan ahead.

In-house vs. outsourced marketing team

In-house vs. outsourced marketing team

When deciding between an in-house and outsourced marketing team, focusing on just the price tag is a narrow approach. You must also think about finding the right mix of expertise, alignment, and flexibility for your needs. That's how you'll see returns.

So let’s discuss what each option brings to the table:

In-house marketing team costs

  • Salaries and benefits: With an in-house team, you're paying full-time salaries. For example, a marketing manager in the U.S. makes around $135,000 annually, while content creators earn about $60,000, and a digital ad specialist earns around $76,000. Factor in benefits like health insurance and retirement plans, which can add roughly 30% on top of base salaries, and you’ve got a sizable ongoing commitment.
  • Recruitment and training: Hiring and onboarding can cost 20-30% of an employee’s first-year salary. Plus, roles like SEO Marketer or Data Analyst need continuous training, costing around $2,000 per person annually to keep up with evolving trends, like new AI tools for marketing.
  • Tools and software: An in-house team needs specific tools such as CRM systems like Salesforce or HubSpot (about $1,200 per user per year on the higher end), Adobe Creative Cloud for design ($600 per user annually), and marketing automation platforms like Marketo ($1,000+ monthly). For a midsize team, software alone can run $50,000+ per year.
  • Overhead costs: Office space, internet, utilities, and equipment add roughly $15,000 per employee annually in major cities. Going remote reduces these costs, but tech support and occasional travel can still add up.

Outsourced marketing team costs

  • Agency fees: A reputable digital marketing agency’s monthly retainer averages $5,000 to $15,000, covering a team of specialists without the overhead of salaries. Some agencies may charge based on ad spend (like 10-20%), which can be ideal for high-performance ad campaigns.
  • Project-based flexibility: Agencies often offer one-off pricing for specific campaigns, like a three-month product launch ranging from $2,500 to $10,000. This covers strategy, creative work, and digital advertising—perfect for seasonal needs.
  • Savings on tools: Agencies often have access to premium tools and data platforms, which you get to use without paying directly. This can save you thousands yearly, especially for advanced analytics and automation tools.

Cost comparison in real-life

Let’s look at a scenario for a mid-sized, growing company:

  • In-house annual cost: For a four-person team (manager, content creator, data analyst, and ad specialist), total costs (salaries, benefits, tools, and overhead) would likely range from $450,000 to $550,000 per year.
  • Outsourced annual cost: For the same scope, an agency could cost between $60,000 to $180,000 annually, based on retainer and project fees. This often includes specialized services like SEO, paid ads, and content creation, making it a more budget-friendly choice if you need impactful work without full-time hires.

Factors to consider

Choosing between an outsourced and in-house marketing team? Consider the following factors to make the right call:

Expertise and specialization

With outsourcing, you’re getting access to specialized skills and high-end tools right out of the gate. Agencies bring platforms like Semrush for analytics and SEO, saving you the heavy lifting on training and tech. If you’re after advanced expertise that’s tricky to build in-house, outsourcing could be the way to go.

Control and communication

An in-house team means direct oversight and smooth communication—it’s all in the family, so to speak. All team members are right there (physically or virtually), so you can easily ensure marketing strategies and goals stay consistent and aligned with the rest of the business.

Scalability and flexibility

Outsourcing shines when it comes to flexibility. Agencies can help scale up or down based on what you need right now, something tougher to pull off with a fixed in-house team. If your marketing needs ebb and flow, try outsourcing.

Time to market

Speed matters, and external agencies have it down pat. Their established processes and resources mean they can get rolling faster than a brand-new in-house team, which is perfect when you’re trying to move quickly.

Long-term investment

An in-house team needs more initial investment, but if your marketing needs are steady and long-term, it can pay off over time. Especially when you have ongoing demands—having a dedicated team on board offers the control and consistency that make that upfront cost worth it.

Why MarketerHire is the best choice for hiring fractional marketing talent

With MarketerHire, you’re just a few steps away from bringing on top-tier marketing professionals who can hit the ground running, no matter if it’s hourly, part-time, or full-time help you need.

Created by marketers who get the industry, MarketerHire makes finding the right fit refreshingly easy—no messy in-house hiring process required. How? A meticulous vetting process that only lets in the best. 

Through skill reviews, video interviews, and test projects, MarketerHire keeps the bar high, only welcoming the top 1% into the network. That’s why top brands (think: Netflix and eBay) have turned to the platform over 25,000 times. What's more, most of the talent has worked with recognizable brands like Postmates and Unilever.

How MarketerHire works

  1. Share your vision: Hop on a quick call with a dedicated marketing manager to outline your goals.
  2. Meet your expert: Within 48 hours, you’ll be introduced to a marketer ready to tackle your project.
  3. Start seeing results: Your marketer could be part of your team in as few as three days.

To make things even easier, MarketerHire gives you a free trial week. If the match doesn’t feel perfect, we'll swap out your marketer at no extra cost. Plus, with flexible contracts, scaling up or down (or even hitting pause) is totally on your terms.

Whether you need a Fractional CMO on demand or a Social Media Manager, MarketerHire delivers skilled, adaptable marketers fast—so you can focus on the bigger picture.

Takeaway thoughts

Whether considering an in-house team, outsourcing, or tapping into fractional talent, the decision boils down to what fits your goals, budget, and how hands-on you want to be. 

Before you make the final call, remember to evaluate each option’s return on investment. A well-chosen marketing team goes beyond cost and is an investment in growth. Step back, take stock, and choose the setup that aligns with your company’s vision.

Platforms like MarketerHire make finding skilled, flexible marketers easy, so you can scale up (or down) as needed. Get started here.

Rana BanoRana Bano
Rana is part B2B content writer, part Ryan Reynolds, and Oprah Winfrey (aspiring for the last two). She uses these parts to help SaaS brands like Shopify, HubSpot, Semrush, and Forbes tell their story, aiming to encourage user engagement and drive organic traffic.
Hire Marketers

Table of Contents

When budgeting the cost of a marketing team, you need to consider it as a strategic investment rather than a mere expense.

Typically, companies set aside anywhere from 5% to 30% of their revenue for seamless marketing services, though where you land on that range depends on factors like your target audience, business goals, and whether you're gunning for rapid expansion or steady growth. For example, in 2023, marketing budgets averaged about 10.2% of total budgets.

Every dollar you put in is a step toward your marketing objectives. Startups focused on fast growth will likely need a higher investment for those bold moves, while established companies might aim for consistency with a leaner budget. The right approach is to view your marketing team as a revenue-driving asset—one that aligns your resources with an effective marketing strategy and primes your business for a solid return on investment (ROI).

Major factors influencing marketing team costs

Marketing team budgets are far from one-size-fits-all. Costs vary widely, and several key factors directly influence how much you'll need to invest. Here are the four most prominent factors:

Company size and industry audience

The size of your company and the industry you're in both heavily impact marketing costs. Larger companies often need broader seamless marketing campaigns that require higher headcounts and more specialized skills, so a tech company aiming to scale globally might spend upwards of 20% of its revenue on marketing.

Your target market matters, too. For instance, in 2023, B2B product companies dedicated an average of 9.4% of their revenue to marketing, while B2B services companies allocated about 6.3%. In contrast, B2C companies—especially those in consumer goods—may invest more to capture market share in competitive landscapes.

Marketing goals and objectives

Your marketing goals define the scope—and budget—of your traditional and video marketing efforts. 

Say you’re focused on lead generation for a new product. That often means pouring resources into digital ads, which can pile up fast. For context, the average cost per click (CPC) on Google is $2.69 for search and $0.63 for display

On the other hand, if you're prioritizing customer retention, you might lean toward loyalty programs and personalized content, which could be more cost-effective.

What if you're aiming for global brand awareness? Scaling internationally often calls for a beefier budget to cover diverse seamless digital marketing strategies, a strong social media presence, and maybe even some influencer partnerships to make an impact.

Scope of marketing services

Not all marketing teams are built alike—nor should they be. A full-service marketing team that handles everything from content creation to analytics requires a broader skill set, and thus, a bigger budget.

Depending on the workload, you might go with in-house experts, bring in third-party consultants, or mix it up. In 2023, companies invested between $2,500 and $5,000 a month in SEO alone, with social media management ranging from $500 to $5,000, based on platform needs and strategy depth. 

Your tech stack matters here, too. Using advanced analytics or AI-driven tools can make a big impact on results—but they’ll also add to the overall cost.

Geographic location

Where your marketing team is based can have a big impact on costs. Different regions mean different labor rates and market conditions. In the U.S., for example, a senior marketer’s average salary hovers around $171,000 annually. Meanwhile, in regions like Eastern Europe or Southeast Asia, you can find similar expertise at a fraction of that cost.

This opens up the option of hiring fractional marketing roles—professionals who work part-time or on specific projects. You get the skills you need without the full-time salary commitment, which means lower overhead and the flexibility to scale your marketing as needed. And if you're focused on a particular region, hiring locally can bring those priceless local insights and competitive rates to make your marketing more effective.

Breaking down the costs of a marketing team

Next, let's understand the costs associated with building and maintaining a high-performing team.

Salaries

Salaries are the biggest piece of your budget pie. Compensation varies based on roles, experience, and geographic location. For instance, in the United States, the average annual salary for a Marketing Analyst Specialist is approximately $100,000, while a Chief Marketing Officer (CMO) can earn upwards of $300,000. Entry-level positions, such as Marketing Coordinators, typically have salaries ranging from $40,000 to $50,000.

Remember, these figures can shift depending on regional costs of living and industry standards.

Benefits and overhead costs

Beyond salaries, you need to account for additional expenses when calculating the full financial commitment of hiring and retaining marketing personnel:

  • Employee benefits: Health insurance, retirement plans, and bonuses, often adding an extra 20% to 30% on top of base salaries.
  • Training and development: Investing in ongoing education and skill-building in marketing techniques and data quality keeps your team sharp and up-to-date with the latest in marketing.
  • Office space and utilities: Physical workspaces, utilities, and supplies add up, though with more teams working remotely, many companies are redirecting some of these funds to support home office setups.

Tools and software

From customer relationship management (CRM) systems to analytics dashboards, and content management platforms to design software, the right marketing tools keep everything running smoothly. But heads up: they can cost a pretty penny.

Take a CRM like Salesforce—it’ll set you back anywhere from $25 to $500 per user each month, depending on your plan. And, if you're using design software like Adobe Creative Cloud, expect extra monthly or annual charges.

Investing in these tools is essential, helping you streamline workflows, analyze data, and execute marketing strategies.

External costs

Bringing in outside resources can give your marketing team a serious boost. Plus, costs for things like market research, ad placements, and event promotions fit right here.

Here's a quick rundown:

  • Agency fees: Hiring specialized digital marketing agencies for tasks like SEO, public relations, or advertising can range from $1,500 to $10,000 per project, depending on what you need and how big the job is.
  • Freelancers and consultants: Outsourcing specific tasks to freelancers offers flexibility and can be cost-effective when you don’t need full-time help.
  • Advertising and media buys: Budget for ad space on Google, Facebook, or traditional media. It often works on a pay-per-click or impression model, so you’ll want to plan ahead.

In-house vs. outsourced marketing team

In-house vs. outsourced marketing team

When deciding between an in-house and outsourced marketing team, focusing on just the price tag is a narrow approach. You must also think about finding the right mix of expertise, alignment, and flexibility for your needs. That's how you'll see returns.

So let’s discuss what each option brings to the table:

In-house marketing team costs

  • Salaries and benefits: With an in-house team, you're paying full-time salaries. For example, a marketing manager in the U.S. makes around $135,000 annually, while content creators earn about $60,000, and a digital ad specialist earns around $76,000. Factor in benefits like health insurance and retirement plans, which can add roughly 30% on top of base salaries, and you’ve got a sizable ongoing commitment.
  • Recruitment and training: Hiring and onboarding can cost 20-30% of an employee’s first-year salary. Plus, roles like SEO Marketer or Data Analyst need continuous training, costing around $2,000 per person annually to keep up with evolving trends, like new AI tools for marketing.
  • Tools and software: An in-house team needs specific tools such as CRM systems like Salesforce or HubSpot (about $1,200 per user per year on the higher end), Adobe Creative Cloud for design ($600 per user annually), and marketing automation platforms like Marketo ($1,000+ monthly). For a midsize team, software alone can run $50,000+ per year.
  • Overhead costs: Office space, internet, utilities, and equipment add roughly $15,000 per employee annually in major cities. Going remote reduces these costs, but tech support and occasional travel can still add up.

Outsourced marketing team costs

  • Agency fees: A reputable digital marketing agency’s monthly retainer averages $5,000 to $15,000, covering a team of specialists without the overhead of salaries. Some agencies may charge based on ad spend (like 10-20%), which can be ideal for high-performance ad campaigns.
  • Project-based flexibility: Agencies often offer one-off pricing for specific campaigns, like a three-month product launch ranging from $2,500 to $10,000. This covers strategy, creative work, and digital advertising—perfect for seasonal needs.
  • Savings on tools: Agencies often have access to premium tools and data platforms, which you get to use without paying directly. This can save you thousands yearly, especially for advanced analytics and automation tools.

Cost comparison in real-life

Let’s look at a scenario for a mid-sized, growing company:

  • In-house annual cost: For a four-person team (manager, content creator, data analyst, and ad specialist), total costs (salaries, benefits, tools, and overhead) would likely range from $450,000 to $550,000 per year.
  • Outsourced annual cost: For the same scope, an agency could cost between $60,000 to $180,000 annually, based on retainer and project fees. This often includes specialized services like SEO, paid ads, and content creation, making it a more budget-friendly choice if you need impactful work without full-time hires.

Factors to consider

Choosing between an outsourced and in-house marketing team? Consider the following factors to make the right call:

Expertise and specialization

With outsourcing, you’re getting access to specialized skills and high-end tools right out of the gate. Agencies bring platforms like Semrush for analytics and SEO, saving you the heavy lifting on training and tech. If you’re after advanced expertise that’s tricky to build in-house, outsourcing could be the way to go.

Control and communication

An in-house team means direct oversight and smooth communication—it’s all in the family, so to speak. All team members are right there (physically or virtually), so you can easily ensure marketing strategies and goals stay consistent and aligned with the rest of the business.

Scalability and flexibility

Outsourcing shines when it comes to flexibility. Agencies can help scale up or down based on what you need right now, something tougher to pull off with a fixed in-house team. If your marketing needs ebb and flow, try outsourcing.

Time to market

Speed matters, and external agencies have it down pat. Their established processes and resources mean they can get rolling faster than a brand-new in-house team, which is perfect when you’re trying to move quickly.

Long-term investment

An in-house team needs more initial investment, but if your marketing needs are steady and long-term, it can pay off over time. Especially when you have ongoing demands—having a dedicated team on board offers the control and consistency that make that upfront cost worth it.

Why MarketerHire is the best choice for hiring fractional marketing talent

With MarketerHire, you’re just a few steps away from bringing on top-tier marketing professionals who can hit the ground running, no matter if it’s hourly, part-time, or full-time help you need.

Created by marketers who get the industry, MarketerHire makes finding the right fit refreshingly easy—no messy in-house hiring process required. How? A meticulous vetting process that only lets in the best. 

Through skill reviews, video interviews, and test projects, MarketerHire keeps the bar high, only welcoming the top 1% into the network. That’s why top brands (think: Netflix and eBay) have turned to the platform over 25,000 times. What's more, most of the talent has worked with recognizable brands like Postmates and Unilever.

How MarketerHire works

  1. Share your vision: Hop on a quick call with a dedicated marketing manager to outline your goals.
  2. Meet your expert: Within 48 hours, you’ll be introduced to a marketer ready to tackle your project.
  3. Start seeing results: Your marketer could be part of your team in as few as three days.

To make things even easier, MarketerHire gives you a free trial week. If the match doesn’t feel perfect, we'll swap out your marketer at no extra cost. Plus, with flexible contracts, scaling up or down (or even hitting pause) is totally on your terms.

Whether you need a Fractional CMO on demand or a Social Media Manager, MarketerHire delivers skilled, adaptable marketers fast—so you can focus on the bigger picture.

Takeaway thoughts

Whether considering an in-house team, outsourcing, or tapping into fractional talent, the decision boils down to what fits your goals, budget, and how hands-on you want to be. 

Before you make the final call, remember to evaluate each option’s return on investment. A well-chosen marketing team goes beyond cost and is an investment in growth. Step back, take stock, and choose the setup that aligns with your company’s vision.

Platforms like MarketerHire make finding skilled, flexible marketers easy, so you can scale up (or down) as needed. Get started here.

Rana Bano
about the author

Rana is part B2B content writer, part Ryan Reynolds, and Oprah Winfrey (aspiring for the last two). She uses these parts to help SaaS brands like Shopify, HubSpot, Semrush, and Forbes tell their story, aiming to encourage user engagement and drive organic traffic.

Hire a Marketer