LAST UPDATED: JULY 2026
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DIY, In-House, or Agency?
Every MSP owner reaches a point where they can no longer do everything themselves. Marketing is often the first function where this realization hits. You know you need to grow, but you don't have the time to write the blog posts, manage the SEO, and run the LinkedIn campaigns.
The question is: how should you get the work done? There are three primary models: doing it yourself (DIY), hiring an in-house marketing person, or outsourcing to an agency. Each has its own set of advantages, risks, and costs. The right choice depends on your current revenue, your growth goals, and your personal interest in marketing.
Why It Matters for MSPs
Selecting the right execution model is a critical operational decision that directly affects your scalability. If you choose a model that doesn't fit your current stage of growth, you'll either waste precious capital on overhead you don't need or stall your growth by remaining the primary bottleneck. Matching your staffing to your strategy ensures that your marketing engine actually produces results without burning you out.
Getting Started
Model 1: The DIY Approach
Most MSPs start here. The owner is the primary salesperson and the primary marketer. This is the most cost-effective model in terms of cash outlay, but it's the most expensive in terms of opportunity cost.
The Pros: You have total control over the message, you understand the business better than anyone else, and it costs $0 in additional payroll.
The Cons: Marketing is often the first thing to get dropped when a technical emergency arises. You are limited by your own expertise and time. Your growth is capped by your personal bandwidth.
Model 2: Hiring In-House
As you scale (typically past $1M - $2M in ARR), you might consider hiring a dedicated marketing coordinator or manager.
The Pros: This person is 100% focused on your business. They can learn your voice, interact with your technical team, and manage multiple vendors or freelancers.
The Cons: It's expensive (salary + benefits + taxes). It's hard to find a "unicorn" who is good at strategy, copywriting, design, and technical SEO. You are still responsible for managing them and providing strategic direction.
Example: "Brazos Valley Managed IT" in College Station realized they were spending $4,000/month in owner time on basic social media and email tasks. They hired a part-time marketing student from the local university for $800/month, freeing the owner to close two new contracts worth $5,500 in MRR.
TOOLS CAN HELP WITH THIS
Free planning and documentation tools exist to help with this. Book a free call with us to see what we recommend for your MSP.
Model 3: Partnering with an Agency
Agencies provide a team of specialists for a monthly retainer. This is a common choice for MSPs who want professional results without the overhead of a full-time employee. You can find more about hiring a CMO in the glossary.
The Pros: You get access to a team of experts (designers, writers, SEO specialists) for less than the cost of one senior hire. They bring best practices from working with other MSPs.
The Cons: You are one of many clients. If you choose the wrong agency (one that doesn't understand the MSP model), you'll get generic results. It still requires significant owner time to provide feedback and strategic input.
FOR MSP OWNERS SPECIFICALLY
Many MSP owners think that hiring an agency or an employee means they can "set it and forget it." This is a recipe for failure. Marketing is a core business function, and you are the Chief Marketing Officer of your company until you're big enough to hire a real CMO. Whether you have an agency or an employee, you must remain involved in the strategy and the "voice" of the company. No one knows your customers better than you do.
How to Choose Your Path
To decide which model is right for you, answer these four questions honestly:
- What is your budget? If it's less than $2k/month, you're likely in DIY or freelancer territory. If it's $5k-$10k, an agency or a junior hire becomes feasible.
- What is your technical comfort level with marketing? If the idea of logging into Google Analytics or a CRM makes you break out in a cold sweat, you need help sooner rather than later.
- What are your growth goals? If you're happy with 5% year-over-year growth, DIY might be fine. If you want to double in two years, you need professional execution.
- How much time do you actually have? Track your time for a week. If you're spending 40 hours on technical work and management, you have 0 hours for marketing.
Workbook: Try This Now
Pick the execution model that actually fits
Now that you have a plan, someone has to execute it — you, a hire, or an outside vendor. This workbook helps you pick the model that fits your actual time, budget, and skill gaps, not an idealized version.
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Related Lessons
Learn about Hybrid Staffing Models (102), or find out How to Hire a Vendor correctly.