The short answer
An agency does the marketing for you, but usually keeps the accounts and know-how on its side. Building in-house gives you control, but you have to find the expertise and set everything up yourself. An incubator like ours either teaches your team to set the systems up or sets them up for you — always in your own accounts — so you get outside expertise and keep ownership.
Key takeaways
- Ask who owns the accounts, data and processes before you choose.
- Agencies suit businesses that want to hand marketing off entirely.
- In-house suits businesses ready to hire and train specialists.
- An incubator suits established businesses that want to own their systems — built by them with guidance, or built for them.
Option 1: Hire a marketing agency
An agency brings specialists and runs campaigns for you.
- Good for: owners who want marketing off their plate.
- Watch for: who owns the ad accounts, website and CRM; how results are reported; what happens to your pipeline if you leave.
Option 2: Build it in-house
You hire and train your own people.
- Good for: businesses ready to invest in marketing staff and tools.
- Watch for: the time it takes to hire, the breadth of skills needed (search, ads, automation, content), and setting up systems without an experienced guide.
Option 3: An incubator that teaches or sets it up
Specialists either teach your team to set up the systems themselves or set them up for you — inside your accounts either way.
- Good for: established businesses that want to own their growth systems without building them from scratch.
- Watch for: whether your team has time to learn, and whether the scope matches your biggest gaps.
Questions to ask before you choose
- Who owns the accounts, logins and data?
- Will my team understand how it works?
- How will I see what’s working?
- What happens when the engagement ends?
- Which gap is costing us the most right now?
Frequently asked questions
What’s the main difference between an agency and an incubator?
Ownership and skills. An agency typically runs things for you and keeps the setup; an incubator teaches you to build the systems or builds them for you in your accounts, so you keep the systems and the know-how.
Can I combine approaches?
Yes. Many businesses own their core systems and bring in specialists for specific projects.
Which is cheapest?
It depends on scope. Consider the long-term cost too: what you’d have to rebuild if you left an agency, versus what you keep when you own the systems.