Navigating The Marketing Partner Dilemma: Agency, Freelancer, or Consultancy?

Deciphering Your Marketing Needs: Should You Opt for a PMM Agency, Freelancer, or Large Consulting Firm?

In today’s competitive business landscape, choosing the right marketing partner can make all the difference in achieving your goals. Whether you’re a startup, a small business, or a large enterprise, aligning with a marketing agency that meets your specific needs is crucial. 

To help you navigate the options and find the perfect fit, we’ve created a comprehensive comparison chart that highlights key attributes across four types of marketing partners you might be considering in your search: hiring an independent consultant, working with a smaller marketing firm, partnering with a large consulting firm––and, of course, how Aventi adds up against all of those options. 

comparison chart with pros and cons of hiring Aventi

(Click to enlarge the above graph)

Before we dive in, I want to preface by saying that one option isn’t always better than the other. It’s very dependent on your company’s maturity, growth stage, and your specific marketing needs. In fact, Aventi Group is proudly built with the “crème de la crème” of product marketing consultants, who we are so happy to have as part of the Aventi family. So in many ways, a product marketing agency that’s built with the strongest marketing consultants out there is a strategic win-win (but we’ll get to that later). 

First, let’s talk a little bit about why you might be considering each of these potential choices as well as their pros and cons. By understanding the unique characteristics and considerations associated with each category, you can make an informed decision when selecting a marketing partner. Consider factors such as your specific marketing objectives, the level of expertise required, the desired level of personal attention, the resources available, and the breadth of services needed. This thoughtful evaluation will help you identify the marketing partner that best aligns with your business goals.

Exploring your marketing partner options 


Many businesses consider hiring an independent consultant when they need immediate and direct access to an experienced professional who can provide individualized attention and tailored strategies for their needs. Independent consultants offer a personalized and flexible approach to marketing without having to hire and onboard a new FTE. 

Keep in mind though that it’s important to carefully evaluate an independent consultant’s track record and ensure that their specialization aligns with your specific marketing goals. While working with a freelancer may initially seem more cost-effective, it’s important to consider the scope of your marketing needs. 

For instance, if you require expertise in multiple areas––say social media, battlecard development, product launches, and positioning––finding a freelancer who is proficient in all these aspects might leave you searching for a unicorn. Engaging multiple subject matter experts across different specialties can add up in terms of both time and budget, potentially impacting your long-term goals.

Small marketing firm

Smaller marketing firms, on the other hand, can provide a personalized experience while offering a wider range of marketing services. These firms may have a dedicated team with diverse skills, allowing them to handle various aspects of your marketing efforts. Small marketing firms are particularly suitable for businesses seeking a collaborative partnership and hands-on involvement. 

However, when deciding whether to partner with a smaller team, it’s important to assess their capacity to handle projects of your desired scope and scale. Can they provide the necessary resources and experience to meet your goals effectively? While these agencies or firms may deliver quick wins, it’s essential to take a step back and evaluate the bigger picture. Would you prefer a group that excels in product marketing? Or a firm that covers all parts of marketing but lacks a specialized focus? Choosing a partner that prioritizes and specializes in your specific area of need can better align with your long-term vision and yield more impactful results.

Large consulting firm

Large consulting firms bring extensive resources and a wide range of expertise to the table. These firms often have a global presence and a substantial team of professionals specialized in various aspects of marketing. Businesses considering a large consulting firm are typically seeking a comprehensive solution provider capable of handling complex and multifaceted marketing campaigns. 

As above, it’s essential to evaluate how well these firms can cater to your specific product marketing needs, as their broad scope may not always align perfectly with your goals. Large consulting firms often provide templated work or rely on generalized best practices for your industry. While this can offer a solid foundation for your marketing efforts, it may lack the uniqueness and tailored approach required to tell your story authentically. Additionally, a large consulting firm can become very costly and make it difficult to prove a strong ROI. 

Specialized Agency: Aventi Group

Working with a specialized partner, such as Aventi Group, can provide you with the advantage of developing a customized, unique strategy that resonates with your voice, positioning, and target personas, offering a fresh perspective that hasn’t been explored before.

As a product marketing agency, Aventi Group stands out as the sweet spot in the spectrum of services described above. If you’re looking to launch a new product or enhance the positioning of an existing one, Aventi Group’s focused approach and in-depth knowledge can be instrumental in achieving your objectives. Our experience and success in product marketing make us an attractive option for businesses seeking specialized support with a broad range of knowledge and expertise to back it up. 

We’re not a staffing agency, but we do work with the most skilled experts in the marketing world that have the chops to support medium and large B2B organizations. In other words, we’re the Liam Neesens of the marketing world (i.e., a team of marketers with a very special set of skills).

Having been in the business for over 25 years, there’s an unmatched wealth of knowledge that comes with a specialized product marketing agency like Aventi. We’re not trying to be everything to everyone, however, we’re confident in our expertise as well as truly understand our customers and deliver results.

To learn more about our range of services and the “Aventi advantage,” please contact us to schedule a call with one of our partners. 

Written By

Nima Chadha

Nima Chadha is a results-driven marketing executive with over ten years of experience in marketing management, business development, and strategic partnerships. With a background in sales, marketing, and project management, Nima specializes in creating and executing strategies to drive growth and revenue for B2B tech companies across North America.