Why MaaS? (Marketing as a Service)

What is ‘MaaS’?

MaaS, or ‘Marketing as a Service’, is the agile, subscription-based transformation of traditional marketing service models. Gone are the days of relying on linear resource structures where increased output demands increased headcount. Now, organizations can keep up with delivery demands without draining budgets.

Defining this new industry category is 2X, the world’s leader in subscription-based marketing services. But from a distance, it might be easy to assume that this is just another way to say “staff augmentation.” We’re here to clear the air, so let’s dig in to what MaaS really is, and how it’s allowing enterprises to scale efficiently in today’s environment.

Real talk: pros vs cons

You don’t need a PhD in global economics to see that the marketing services industry is not where it was ten, five, or even two years ago. Marketers are facing budget constraints, job market turmoil, AND growth goals that can feel more like wishful thinking. 

So, marketers are often left to make a decision: 

Hire a traditional agency

1. PROS: 
   • You’ll get a solid campaign built by experts in ABX/ABM, demand generation, or the type of strategy you’re after. 
   • Your internal team will have the infrastructure to use in future campaigns. 
   • The campaign will probably produce quality leads or accounts that can be passed to sales to build pipeline. 
2. CONS: 
   • Your internal teams will likely struggle to produce the level of content or orchestration needed to match the success of the campaign managed by the agency. 
   • Traditional agencies often specialize in a type of strategy (demand gen, ABX/ABM, etc) and cannot drive the kind of organizational change today’s leaders need to truly hit their growth goals. 
   • Sales may or may not buy-in with the agency strategy, potentially impacting the overall ROI of the agency’s campaign. 

Outsource specific tasks

1. PROS: 
   • In-house teams gain time back by offloading specific projects. 
   • You’ll maintain activity and content production becomes more scalable. 
   • Gaps in in-house expertise can be filled without additional full-time headcount. 
2. CONS:
   • Ramp-up time and onboarding can become inefficient and costly. 
   • Time that was supposed to be regained from outsourcing could be spent managing the new contractor. 
   • There is no guarantee that leads will be high quality, or sales will act on those that are. 
   • Internal teams will still struggle to hit pipeline goals due to budget constraints, MarTech integration or data reliability, or sales’ inaction on quality lead handoffs–or, a combination of many. 

With that being our “impossible choice,” what’s a marketer to do? 

The ID+2X advantage

B2B leaders shouldn’t have to choose between innovation and cost efficiency. Now, they don’t.

We’ve combined 2X’s scalable, cost-efficient execution model with Intelligent Demand (ID)’s proven expertise in high-impact strategies. The result? Unmatched growth solutions for today’s resource-constrained environment. 

B2B leaders now have the option to work with either team individually or combine our specialties to scale impact without scaling costs. Together, we’re solving the “impossible choice” all marketers face today. 

With ID and 2X joining forces, B2B leaders now have even greater opportunities to achieve efficient, transformative growth. Whether you choose ID’s expertise, 2X’s efficiency, or both, this partnership is all about empowering you to achieve more with less. Learn more about the new unlock we’re offering marketers like you.