{"id":40943,"date":"2026-05-05T19:10:48","date_gmt":"2026-05-05T19:10:48","guid":{"rendered":"https:\/\/www.spijkerenco.nl\/?p=40943"},"modified":"2026-05-05T19:10:48","modified_gmt":"2026-05-05T19:10:48","slug":"when-to-hire-a-marketer-and-when-to-hire-a-consultant-instead","status":"publish","type":"post","link":"https:\/\/www.spijkerenco.nl\/en\/when-to-hire-a-marketer-and-when-to-hire-a-consultant-instead\/","title":{"rendered":"When to Hire a Marketer and When to Hire a Consultant Instead"},"content":{"rendered":"<p>Your marketing is stuck. Results are flat, the team is frustrated, and someone in the leadership meeting says the obvious thing: &#8220;We need to hire a marketing person.&#8221;<\/p>\n<p>The job description goes up within a week. A generalist who can do a bit of everything: strategy, content, social media, ads, analytics, maybe some website work. Salary budget somewhere around 45,000 to 65,000 euro. You get 15 applications, interview four people, and hire someone who seems energetic and capable.<\/p>\n<p>Six months later, they are overwhelmed, working on twelve different things, and the results have not changed. Most leadership teams have lived through this cycle at least once.<\/p>\n<p>This is the hiring mistake most established B2B companies make. They hire for execution before they have anything worth executing. Before you post the job description, you need to distinguish between the person who builds the engine and the person who drives it.<\/p>\n<h2>Execution vs. Strategy: Why the distinction matters<\/h2>\n<p>There are two distinct types of marketing work. The first is building the system: deciding who you target, what your positioning is, how leads flow from first touch to sales conversation, and what success looks like. The second is running the system: publishing content, managing campaigns, tracking numbers, adjusting tactics based on data.<\/p>\n<p>A consultant builds the system. A marketing hire runs it.<\/p>\n<p>A consultant comes in, diagnoses the current situation, builds the strategic framework, and creates the roadmap. Their job is not to post on LinkedIn or manage your Google Ads. Their job is to make sure the person who eventually does that work knows exactly what to do and why.<\/p>\n<p>A marketing hire executes against that roadmap. They manage the content calendar, run the campaigns, engage on social media, and adjust tactics based on the data. They are at their best when the direction is clear and the systems are in place.<\/p>\n<p>When you hire an executor before the system exists, they spend the first six months improvising. Some of those improvised campaigns work. Most do not. Either way, you have not built anything repeatable.<\/p>\n<h2>How to choose the right path<\/h2>\n<h3>1. Audit your current marketing foundation<\/h3>\n<p>Before you hire anyone, answer these questions honestly:<\/p>\n<ul>\n<li>Do you have a documented marketing strategy with a clear ideal client profile, positioning statement, and measurable goals?<\/li>\n<li>Does your website clearly communicate who you serve and why a prospect should choose you?<\/li>\n<li>Do you have a content plan tied to specific stages of your buyer&#8217;s journey?<\/li>\n<li>Is your CRM set up with proper lead scoring and segmentation?<\/li>\n<li>Do you have a defined process for handing leads from marketing to sales?<\/li>\n<\/ul>\n<p>If you answered &#8220;no&#8221; to three or more of these, you need a consultant first. <\/p>\n<h3>2. Know what a consultant should deliver<\/h3>\n<p>A good marketing consultant for a B2B company should deliver a concrete set of outputs, not a slide deck of recommendations. Expect:<\/p>\n<ul>\n<li><strong>A positioning document<\/strong> that defines your ideal client, your competitive advantage, and your core messaging<\/li>\n<li><strong>A lead generation system design<\/strong> that specifies how prospects will find you, what they will experience on your website, and how they become qualified leads<\/li>\n<li><strong>A content strategy<\/strong> tied to specific search terms your ideal clients use<\/li>\n<li><strong>A measurement framework<\/strong> with clear KPIs and a reporting cadence<\/li>\n<li><strong>An implementation roadmap<\/strong> that your internal team or future hire can follow<\/li>\n<\/ul>\n<p>A consultant&#8217;s goal is to build a system you can eventually run yourself. If they aren&#8217;t handing over a finished system within six months, they&#8217;re just an expensive freelancer.<\/p>\n<h3>3. Know what a marketer should deliver<\/h3>\n<p>A marketing hire should execute the strategy, not create it. Their daily work looks like:<\/p>\n<ul>\n<li>Publishing content according to the content calendar<\/li>\n<li>Managing paid campaigns and adjusting based on performance data<\/li>\n<li>Monitoring analytics and reporting on KPIs<\/li>\n<li>Engaging with prospects on social media<\/li>\n<li>Coordinating with the sales team on lead follow-up<\/li>\n<li>Managing external agencies or freelancers for specialist work (design, video, SEO)<\/li>\n<\/ul>\n<p>Without a clear plan, new hires often waste their first few months on low-impact tasks.<\/p>\n<h3>4. Consider the hybrid path<\/h3>\n<p>The most effective approach for many B2B companies is a phased model:<\/p>\n<p><strong>Phase 1 (months 1 to 4):<\/strong> Hire a consultant to build the strategy, set up the systems, and create the initial content engine. The consultant works closely with leadership to make the hard positioning and audience decisions.<\/p>\n<p><strong>Phase 2 (months 3 to 6, overlapping):<\/strong> Hire a marketer and have the consultant onboard them. The marketer inherits a documented strategy, a working system, and clear targets. The consultant reviews their work for the first two months.<\/p>\n<p><strong>Phase 3 (month 6 onward):<\/strong> The marketer runs independently. The consultant checks in quarterly for a strategic review and course correction.<\/p>\n<p>This approach costs more upfront than hiring a marketer alone. It costs significantly less than the cycle of hiring and failing two or three times before getting it right.<\/p>\n<h3>5. Brief any external partner properly<\/h3>\n<p>Whether you hire a consultant, an agency, or a freelancer, the quality of your brief determines the quality of their output. A brief should include:<\/p>\n<ul>\n<li>Your business context: industry, revenue, growth goals<\/li>\n<li>Your marketing history: what have you tried, what worked, what failed<\/li>\n<li>Your ideal client profile (even if it is rough)<\/li>\n<li>Your budget: be honest about what you can spend<\/li>\n<li>Your timeline: when do you need results<\/li>\n<li>Your definition of success: what does &#8220;marketing is working&#8221; look like<\/li>\n<\/ul>\n<p>If your brief is unclear, the work you get back will be too. Companies that invest an hour in writing a clear brief get dramatically better output from any external partner.<\/p>\n<h2>Implementation: What to Do Before You Write a Job Description<\/h2>\n<p>Before you post a job ad or call an agency, take one hour this week and answer this question: what does our marketing need to do that it is not doing today?<\/p>\n<p>If the answer is &#8220;we do not know what marketing should focus on,&#8221; you need a consultant. If the answer is &#8220;we know exactly what needs to happen, but nobody has the time to do it,&#8221; you need a marketer.<\/p>\n<p>Write the answer down. Share it with your leadership team. Agreement on the problem is the fastest path to making the right hire.<\/p>\n<h2>Frequently Asked Questions<\/h2>\n<h3>How much does a B2B marketing consultant typically cost?<\/h3>\n<p>In the Netherlands, expect between 100 and 200 euro per hour, or 10,000 to 30,000 euro for a three-to-six-month strategic engagement. This is less than six months of salary and social costs for a marketing hire you may end up replacing.<\/p>\n<h3>Can an agency replace both a consultant and a marketer?<\/h3>\n<p>An agency can handle execution, and some agencies offer strategic consulting. The risk is that agencies are incentivised to keep running campaigns, not to build your internal capability. Choose an agency that explicitly works toward making your internal team self-sufficient.<\/p>\n<h3>What if I already have a marketer and they are struggling?<\/h3>\n<p>The marketer may not be the problem. If they were hired into a company with no strategy and no systems, their struggle is a symptom of a missing foundation. Consider bringing in a consultant to build the framework your marketer needs to succeed.<\/p>\n<h3>Should a marketing consultant be industry-specific?<\/h3>\n<p>Industry experience helps but is not mandatory. A good consultant understands B2B buying behaviour, lead generation systems, and positioning methodology. They can learn your specific industry. What they bring is the structure your internal team lacks.<\/p>\n<h3>When is the right time for a B2B company to invest in marketing strategy?<\/h3>\n<p>When your growth from referrals and direct sales has plateaued and you need a repeatable, predictable source of new business. For most companies, this happens between 5 and 20 million in annual revenue.<\/p>\n<h2>Hire the Right Skill for the Right Problem<\/h2>\n<p>Don&#8217;t add headcount to solve a direction problem. Get the strategy right first.<\/p>\n<p>Figure out what your marketing is missing. If it is direction, bring in a consultant. If it is capacity, bring in a marketer. Investing in strategy first ensures your marketing budget actually generates a return.<\/p>\n<p>Want help figuring out which investment makes sense for your situation? Book a free 15-minute consultation at <a href=\"https:\/\/www.spijkerenco.nl\/en\/\">spijkerenco.nl<\/a>. We will tell you honestly whether you need strategic support, execution support, or something else entirely.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Your marketing is stuck. Results are flat, the team is frustrated, and someone in the leadership meeting says the obvious thing: &#8220;We need to hire a marketing person.&#8221; The job description goes up within a week. A generalist who can do a bit of everything: strategy, content, social media, ads, analytics, maybe some website work. [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":40944,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"iawp_total_views":0,"footnotes":""},"categories":[35],"tags":[],"class_list":["post-40943","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog-en"],"acf":[],"yoast_head":"\n<title>When to Hire a Marketer and When to Hire a Consultant Instead - Spijker en Co<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.spijkerenco.nl\/en\/when-to-hire-a-marketer-and-when-to-hire-a-consultant-instead\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"When to Hire a Marketer and When to Hire a Consultant Instead\" \/>\n<meta property=\"og:description\" content=\"Your marketing is stuck. 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