Marketing as a Service (MaaS): What Is it, and How to Choose a Service Provider?

If there’s one thing that B2B startups know for sure, it’s that building a strong marketing presence is critical for driving growth and staying competitive. Yet, many startups face an uphill battle due to limited resources and expertise. Without a dedicated team or the right tools, they risk missing out on significant opportunities to connect with their target audience and scale effectively.

According to a recent survey, only 56.9% of startups have a dedicated marketing team, and 20.8% have at least one person dedicated to it. This gap can inhibit growth and leave startups scrambling to catch up with more established competitors. To thrive in this environment, companies need access to expert marketing strategies and technologies that can drive the results they need to survive and thrive.

That’s where Marketing as a Service (MaaS) comes in. With MaaS, startups gain access to experienced marketing professionals, advanced tools, and scalable solutions without the overhead of an in-house team. Let’s explore how the MaaS model works, why it might be the game-changer your business needs, and how to choose a service provider.

What is Marketing as a Service (MaaS)?

Marketing as a Service (MaaS) is an outsourced marketing model that provides businesses with access to a full range of marketing services without the need to hire and manage a team in-house. The goal of MaaS is to deliver expert marketing strategies, tools, and execution that meet a company’s unique needs, which allows businesses to focus on growth while leaving the complexities of marketing to dedicated pros.

MaaS offers a wide range of services, from lead generation and conversion optimization to content strategy, marketing automation, and analytics. These services are usually delivered by a team of seasoned marketers who work closely with businesses to develop customized plans that drive results to meet specific key performance indicators (KPIs).

With MaaS, companies can also scale their marketing efforts up or down depending on their growth stage or campaign needs—making it a flexible and cost-effective solution. This model is particularly beneficial for startups or businesses with limited resources because it eliminates the high costs of hiring full-time staff while providing access to the latest marketing technologies and insights.

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4 Types of Marketing as a Service (MaaS)

There are several models of Marketing as a Service (MaaS), each designed to meet different business needs and objectives: 

1. Full-Service MaaS

This comprehensive model covers all aspects of marketing, from strategy development and execution to reporting and optimization. It acts as a fully outsourced marketing department and provides end-to-end solutions. Businesses that need extensive support across multiple marketing channels typically opt for this model.

2. Project-Based MaaS

In this model, businesses engage MaaS providers for specific campaigns or projects. Whether it’s launching a new product or running a short-term ad campaign, project-based MaaS allows companies to access expert help without committing to a long-term contract. It’s ideal for businesses with well-defined goals and timelines.

3. Niche or Specialized MaaS

Some businesses need focused expertise in particular areas such as content marketing, SEO, or social media management. Niche MaaS providers specialize in specific aspects of marketing and are suited for businesses looking to enhance or supplement an existing marketing strategy in targeted areas.

4. Hybrid MaaS

This model blends in-house efforts with external expertise. It allows businesses to retain some marketing activities internally while outsourcing specialized or labor-intensive tasks. Hybrid MaaS is perfect for companies that want to maintain control over critical areas but need external support to scale.

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Benefits of Marketing as a Service (MaaS)

Marketing as a Service (MaaS) offers numerous advantages, including:

• Cost-Effectiveness – MaaS eliminates the need for hiring, training, and maintaining your own marketing team, which can be costly for startups. Instead, businesses pay for only the services they need, often on a scalable, pay-as-you-go basis.
• Access to Expertise – Startups gain instant access to a team of marketing pros who specialize in diverse areas. This level of expertise would be difficult and expensive to build internally, especially for early-stage companies.
• Scalability – As a startup grows, its marketing needs change. MaaS provides the flexibility to scale marketing efforts up or down depending on current goals. This ensures that businesses can respond rapidly to new opportunities or market shifts without being constrained by internal resources.
• Faster Time to Market – With a skilled marketing team in place, MaaS helps businesses implement marketing strategies faster. This enables startups to launch campaigns and reach their target audience sooner.
• Focus on Core Business – Outsourcing marketing allows startup founders and teams to do what they do best—developing their product and growing the business—while leaving marketing in the hands of specialists.
• Data-Driven Decisions – MaaS providers often leverage advanced analytics and marketing technologies to optimize campaigns in real-time, providing startups with valuable insights that drive better decision-making and improved results.

10 Steps to Choosing a MaaS Service Provider

1. Define Your Marketing Goals and Needs

Before you start evaluating MaaS providers, clearly outline your marketing objectives. Do you need to generate leads, increase brand awareness, or improve customer engagement? 

Identify the services you require, such as SEO, content marketing, PPC, or social media management. Knowing your goals will ensure that you choose a provider whose offerings align with your specific needs and make the partnership more effective from the start.

2. Assess Provider Expertise and Specialization

Look for a provider with proven experience in your industry. The right MaaS provider should not only understand your market but also specialize in the services you need. Review case studies, testimonials, and client success stories to ensure there is a consistent track record of delivering results. 

For example, mvpGrow specializes in helping B2B startups and SaaS companies optimize their marketing funnels, generate qualified leads, and scale their growth efforts efficiently.

3. Evaluate Their Technology Stack

Technology plays an essential role in modern marketing. Make sure the provider uses up-to-date marketing tools, automation platforms, and analytics software that align with your strategy. Ask about their ability and experience in integrating with your existing systems, such as CRM or eCommerce platforms. 

As a HubSpot Platinum Solutions Partner, mvpGrow specializes in leveraging HubSpot’s powerful features to drive your business’s success. We provide expert CRM implementation tailored to your business needs, design automated workflows for personalized customer journeys, and optimize sales enablement strategies.

Whether you’re new to HubSpot or looking to enhance your marketing and sales campaigns, mvpGrow provides technical expertise and support to help you maximize HubSpot’s capabilities.

4. Check for Scalability

As your business grows, so will your marketing needs. It’s essential to choose a MaaS provider that can scale with you. 

Whether you need to ramp up lead generation during peak periods or expand into new markets, ensure the provider offers services that can evolve as your company grows. This will prevent any disruptions in your marketing activities as your small startup turns into a booming enterprise.

5. Review Performance Metrics and Reporting

Transparency in performance metrics is crucial for tracking success. Ask how the provider measures campaign effectiveness and how often they report on progress. Look for KPIs like ROI, conversion rates, and customer acquisition costs. A good provider should offer regular, clear reporting to help you make informed decisions.

6. Consider Their Strategic Approach

Marketing isn’t one-size-fits-all, and your provider shouldn’t treat it that way. Look for a MaaS provider that tailors their strategies to your unique business goals. They should take the time to understand your company, audience, and market challenges before recommending solutions. 

The provider also needs to stay up-to-date with the latest marketing, social media, design, and web development trends. MvpGrow excels in creating custom growth roadmaps with clear milestones, KPIs, and customized strategies to ensure that every campaign aligns with your business objectives.

7. Evaluate Communication and Collaboration

A successful marketing partnership relies on solid communication. Assess how the provider manages client relationships. Do they offer dedicated account managers? Does your team handle discovery calls, or does theirs? How often will they provide progress reports and general updates? 

Having clear communication channels and regular updates ensures that you remain in the loop and can adjust strategies as needed—and that there won’t be any surprises.

8. Ask About Flexibility and Customization

No two businesses are the same, so your MaaS provider should be willing to customize their services to suit your needs. Make sure they offer flexible plans that can be adjusted based on your current marketing goals and changing business conditions. Avoid providers that lock you into rigid, long-term contracts that limit your ability to adapt.

9. Review Pricing and Contracts

When evaluating pricing, compare different models to find the best value for your business. Be sure to understand the full scope of costs, including any hidden fees for additional services or reporting. Look for contract terms that offer flexibility and allow you to scale services up or down as your needs evolve without incurring penalties.

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10. Check References and Reviews

Finally, get feedback from current or past clients of the provider. Speaking directly with other businesses can offer invaluable insights into the provider’s service quality and the kind of results you can expect. Additionally, check online reviews and testimonials to validate your decision before moving forward.

Supercharge Your Marketing with MaaS and mvpGrow

Marketing as a Service (MaaS) offers startups and growing businesses a flexible, cost-effective way to build a robust marketing presence without the burden of hiring and managing an in-house team. It’s a powerful way to access expert strategies, cutting-edge tools, and scalable solutions that empower your business to compete in a dynamic marketplace. 

Following these ten steps will help you choose a MaaS provider that aligns with your business goals, drives growth, and adapts to your evolving needs.

With a deep understanding of B2B startups and SaaS companies, mvpGrow offers custom MaaS solutions designed to drive growth, reduce acquisition costs, and increase lead generation. From custom growth roadmaps to advanced marketing automation to compelling content creation, mvpGrow’s global team of experts ensures your marketing is always aligned with your goals. Book a free consultation with mvpGrow to discover how to supercharge your marketing with MaaS.