Marketing-as-a-Service: How This New Paradigm is Changing the Game for Tech Marketing Teams

Kevin Kerner
December 11, 2023
6 minutes

The Pressure on Today's B2B Marketers

2023 has been a crazy year. Especially within the technology sector, teams are facing unprecedented pressures. A recent study revealed that over 70% of B2B marketers have to do more with less, a trend that has escalated in recent years.

Between budget cuts, pressure for revenue, world-changing AI, and the rapid evolution of digital platforms, marketers are in a constant race to adapt and innovate. This relentless pace has not only heightened the demand for agile and effective marketing strategies but also underscored the necessity for solutions that can swiftly navigate these complex, ever-shifting landscapes. It's in this context that a new paradigm emerges not just as an option, but as an essential strategy for tech companies looking to stay ahead in a world where change is the only constant.

This pressure is about delivering more campaigns and ensuring each campaign is more effective, innovative, and aligned with rapidly changing market demands. In this challenging environment, the concept of 'Marketing as a Service' (MaaS) emerges as a game-changer, offering a new paradigm that redefines how tech companies approach their marketing strategies.

What is Marketing as a Service?

Marketing-as-a-Service is an innovative approach that combines the agility and expertise of an external team with the strategic focus of an internal marketing department. It's about outsourcing tasks, expertise, strategy, and execution to a team of marketing professionals. This team works alongside the internal staff, augmenting their strategy, copywriting, and design capabilities. The objective is to amplify the marketing output, enabling internal groups to achieve more with their campaigns at a variable cost.

To complicate matters more, the proliferation of marketing technologies (martech) in tech marketing is both an opportunity and a challenge. A recent CMO survey highlights this trend, revealing a staggering 72% increase in the proportion of marketing budgets spent on marketing technology in the last year. This surge underscores the tech industry's commitment to leveraging advanced tools for marketing efficiency and effectiveness. 

However, the abundance of martech brings a crucial need: fuel these sophisticated systems with consistent high-quality campaigns and content.

This explosion in the need for content and marketing assets is precisely where Marketing-as-a-Service (MaaS) steps in. MaaS is not just about providing marketing solutions; it's about empowering tech companies to utilize their martech investments fully. 

It should be noted that CMOs are also witnessing a decline in the productivity of technology investments, with Gartner research indicating a drop in utilization rates from 58% in 2020 to just 42% in 2022. This trend has led to 75% of marketers facing the need to reduce martech spending this year in an effort to achieve better ROI. Despite this, the most substantial increase in investment reported by CMOs this year is in marketing technology, contrasting sharply with the most notable decrease, which is in labor costs.

With MaaS, companies can access expert teams adept at creating and executing campaigns that align with the latest technologies and trends. These teams bring a depth of knowledge in marketing and technology, ensuring that the martech tools are implemented and optimized to deliver maximum impact.

In essence, MaaS acts as the catalyst that ignites the potential of martech. By providing the necessary expertise and resources, MaaS enables tech companies to launch more campaigns, produce more content, and achieve more significant ROI from their martech investments. It's a partnership that turns the promise of technology into tangible marketing successes.

The Need for a New B2B Marketing Paradigm

The traditional models of in-house teams, freelancers, and even traditional agencies are increasingly proving inadequate in the face of the tech industry's unique challenges. Let's take a look at where these traditional options for outsourcing fall short in today's fast-paced tech marketing world:

In-House Teams:

  • Often, more specific skill sets are needed for diverse marketing strategies.
  • Struggle to scale quickly due to resource and bandwidth limitations.
  • Face high costs in maintaining flexibility and expertise.


  • Availability issues with high-demand, experienced professionals.
  • Require intensive management and coordination.
  • Inconsistent in delivering a unified, strategic marketing approach.

Traditional Agencies:

  • Can be slow to adapt to rapidly changing tech landscapes.
  • Burdened with outdated practices and high overhead costs.
  • Often need more deep tech industry specialization for nuanced campaigns.

Design Subscription Shops:

  • Focus primarily on design, needing more strategic and copywriting services.
  • Offer limited industry-specific expertise, particularly in tech.
  • Unable to fully integrate with client teams for cohesive campaign execution.

The Essential Elements of Marketing-as-a-Service

In the rapidly evolving landscape of tech marketing, the shift towards Marketing-as-a-Service (MaaS) is not just a trend but a strategic imperative. This approach is more than just a set of services; it's a comprehensive solution designed to address the unique challenges and opportunities in the tech sector. To fully grasp the transformative power of MaaS, it's essential to understand its core components. Each element is pivotal in ensuring that marketing efforts are practical, seamlessly integrated, and scalable. 

Let's delve into these critical elements that make Marketing-as-a-Service an indispensable tool for tech companies looking to stay ahead in a competitive market."

Expert Resources: MaaS provides access to a pool of specialized, industry-focused marketing professionals. These experts bring a wealth of knowledge and experience, ensuring that marketing strategies are well-executed and aligned with the latest industry trends.

Systematic and Scalable Approach: A structured, playbook-driven method is at the heart of MaaS. This approach allows for scalability and efficiency, ensuring that marketing campaigns can be ramped up quickly and effectively without sacrificing quality.

Innovative and Diverse Formats: The ability to create and leverage a wide range of creative and digital asset formats is crucial. MaaS offers this diversity, ensuring that marketing campaigns can be dynamic and multifaceted to engage various audiences.

Flexible and Predictable Pricing: One of the critical advantages of MaaS is its variable pricing model. This flexibility allows tech companies to scale their marketing efforts up or down based on their needs without the burden of fixed costs.

The Future of Tech Marketing: Efficiency, Scalability, and Expertise

The future of marketing in the tech industry demands agility, expertise, and scalability. Companies need solutions that adapt quickly to changing market dynamics, provide specialized knowledge, and scale as needed. Marketing-as-a-Service meets these needs head-on, offering a solution as dynamic and innovative as the tech industry itself.

Imagine a future where the challenges of tech marketing are not just met but effortlessly surpassed. In this ideal scenario, Marketing-as-a-Service (MaaS) has evolved into a perfectly oiled machine, seamlessly integrating with tech companies of all sizes. Efficiency is no longer a goal; it's a given. Marketing campaigns are executed with precision and agility, adapting quickly to the ever-changing tech landscape.

In this future, scalability is as simple as flipping a switch. Companies can instantaneously ramp up their marketing efforts without the usual hurdles of recruitment, training, or resource allocation. The MaaS model has evolved to such an extent that it can predict and respond to scaling needs even before the client fully realizes them.

Expertise is another cornerstone of this future state. MaaS providers are not just service vendors but thought leaders and innovators. They bring a depth of knowledge and experience that transforms marketing strategies and processes from good to groundbreaking. Their insights drive marketing success, product innovation, and market expansion.

Collaboration between in-house teams and MaaS providers is seamless and intuitive. Advanced technology and communication tools have erased any lines between internal and external teams. The result is a harmonious blend of inner knowledge and external expertise, creating marketing campaigns that are effective and deeply aligned with the company's vision and values.

In this future, the results of marketing efforts are measured in terms of leads and conversions, brand evolution, customer engagement, and market influence. Marketing as a Service has become more than a service; it's a strategic partner, driving tech companies towards unprecedented growth and success.

This is the future we envision for tech marketing – where efficiency, scalability, and expertise are not just aspirations but everyday realities, all made possible by the innovative and transformative power of Marketing-as-a-Service.

Mighty & True - Leading the Charge in Marketing-as-a-Service

Mighty & True stands at the forefront of this evolving landscape. With our deep understanding of the tech industry and a comprehensive suite of services, we embody the essence of Marketing-as-a-Service.  You can learn more about how our marketing-as-a-service model can help you and your tech brand scale here.

Our team of experts, systematic approach, innovative solutions, and flexible pricing model make us the ideal partner for tech companies looking to revolutionize their marketing strategies. At Mighty & True, we're not just providing services but redefining how marketing gets done in the tech world.

To truly understand the impact of our services, we invite you to experience them firsthand. Contact us today for a personalized consultation and discover how Mighty & True can transform your marketing efforts, making them more efficient, scalable, and aligned with your business goals. 

Let's embark on this journey together and unlock the full potential of your marketing team and strategies.

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