From Cost-Saver to Growth Accelerator in B2B In-Housing
14 Oct 2025

By Teodora Ninova, Commercial Partner UK
Businesses are turning to in-house marketing functions as an important strategic lever in a fast-changing economic environment. Historically, in-housing marketing functions played an important role in cutting costs and reducing lead times. However, today’s leading B2B organizations have elevated the function of the in-house team from a production hub to a strategic growth engine.
The old perception of in-housing – cheaper and faster production
When the traditional agency model started proving time-intensive and expensive, early adopters turned to in-housing to lower costs and speed up delivery. According to the World Federation of Advertisers, cost efficiencies remain a strong reason for in-housing (83%), alongside faster, more agile processes (76%), and enhanced brand knowledge (59%). This is echoed in the insights of Bannerflow, that attributes benefits such as transparency, cost savings, agility, and control over creativity and brand messaging to in-housing.
The modern reality: strategic hubs and growth drivers
Today, the marketing and consumer landscape has shifted, and so has the value and intention of the in-house marketing team. Taking the in-housing approach goes beyond saving money and has become a fast-track to unlocking strategic value. Here are some of the new benefits of in-housing:
First-party data ownership: The ability to own and analyze data is central to enhanced personalization, as it drives better engagement, and stronger ROI in B2B marketing. First-party data gives deeper buyer insights, tighter segmentation, and cost-effective targeting.
Speed-to-market and brand control: In-house teams have the agility to respond swiftly to market needs with consistent messaging and stronger transparency.
Creativity and ROI: There is a direct relationship between keeping creativity internal and increase return on investment. With the freedom to focus and craft the brand of one organization, creatives stay longer and execute projects more efficiently.
63% of marketers report improved ROI post in-housing. Boosted creativity and IP retention make long-term strategy execution both more efficient and more cost-effective
In-housing in practice
At HelloKindred, we believe transformation is built through partnership, creativity, and courage to reimagine what’s possible.
Together with many of our global B2B clients, we’ve unlocked new ways of working that elevate creative operations and empower teams to do their best work. Through bespoke hybrid models, uniting the strength of centralized UK teams with the energy and innovation of our nearshore hub in South Africa, we’re helping organizations design for the future.
Our high-caliber, senior design and branding talent is fully embedded within client ecosystems, collaborating with internal stakeholders to shape brand experiences that inspire, connect, and deliver real impact.
From in-house to insourced, every team operates as one and is integrated into client systems, tools, and workflows. This creates an ecosystem where creativity flows and quality thrives.
Conclusion
In-housing has matured – from a pragmatic cost-saving move to a strategic transformation. For B2B organizations, in-house teams are now central to owning brand strategy, customer data, personalizing at scale accelerating time-to-market, and ultimately fueling top-line growth. As we have experienced at HelloKindred, this can assume many different forms, depending on the organization’s unique needs. The shift isn’t about eliminating agencies, but rather about moving from outsourcing execution to owning outcomes and driving business value from the inside out.