Many companies are turning to influencer partnerships to build trust and connect with decision makers in their industry. Recent research shows that more than half of U.S. B2B brands plan to increase their investment in influencer programs, and nearly 74 percent of marketers expect these efforts to grow in importance this year. This shift reflects how businesses now value trusted voices to support awareness and lead generation.
Once interest grows, a practical question follows. Should the marketing team handle everything internally, or should external support be engaged? The right choice depends on time, skills, budget, and long-term goals. Careful evaluation helps companies choose a path that supports steady growth and clear results.
1. Compare Internal Skills With What Is Needed
Running a successful influencer program takes more than sending emails or scheduling posts. It requires planning, building relationships, coordinating content, and tracking results. Many marketing teams are strong in branding and campaign ideas. However, they may lack experience in managing influencer partnerships or handling collaboration details. Without that experience, small gaps can lead to delays or weaker outcomes.
Before choosing how to move forward, companies should review their internal skills honestly. Consider questions like:
- Does the team understand influencer outreach and relationship building?
- Can someone track results and measure performance clearly?
- Is there time available for steady communication and follow-up?
If these areas feel uncertain, outside expertise may bring structure and steady direction.
2. Evaluate Time and Resource Constraints
Running a B2B influencer program takes more time than most teams expect. It is not just about finding someone to post content. It includes researching the right voices, reaching out, building trust, planning content, reviewing drafts, and keeping everything on schedule. Each step requires attention and steady follow-up. When marketing teams are already managing campaigns, content calendars, and reporting, adding influencer coordination can feel overwhelming. As a result, projects may move slowly or lose consistency. Over time, this can affect both campaign quality and long-term partnerships.
This is when outside support can feel practical and helpful. Instead of asking an already busy team to manage everything, businesses can work with experienced partners like Cherry Lane Media to guide the process in a clear and organized way. Such dedicated agencies focus on keeping influencer campaigns structured, simple, and aligned with business goals. With that kind of support, companies free up internal time while keeping their influencer efforts steady and well-managed.
3. Consider the Value of Established Networks
Building relationships with respected voices in an industry takes patience and steady communication. It can take months to build trust and align expectations. Agencies that specialize in influencer marketing usually bring pre-existing connections. These relationships can shorten the time needed to launch meaningful collaborations. Faster access to trusted partners can improve early results and reduce uncertainty.
Creating these networks internally requires research and consistent outreach. That effort is possible, but it demands focus and long-term commitment. Businesses should consider whether they are prepared to invest that time. Access to established contacts can also reduce risk because agencies understand which partnerships align well with specific goals. This can help brands avoid mismatched collaborations and protect their reputation.
4. Assess Strategic Direction and Measurement
A successful influencer effort depends on clear goals and steady tracking. It is not enough to publish content and hope for visibility. Companies need to define objectives, whether that is brand awareness, lead generation, or thought leadership. Without clear direction, campaigns may look active but fail to support business growth. A structured approach ensures that every collaboration has purpose.
Strong measurement also matters. Teams should be able to review performance data and adjust strategy when needed. Important tracking elements include:
- Engagement rates and audience interaction
- Lead quality and conversion trends
- Content reach and industry visibility
If internal systems cannot track these points clearly, outside guidance can help build structure. Clear reporting supports informed decisions and steady improvement over time.
5. Review Budget Flexibility and Long-Term Goals
Budget plays a major role in this decision. Hiring and training internal specialists requires time and ongoing salary commitments. For companies testing influencer marketing for the first time, that investment may feel heavy. Working with an agency can offer flexibility, especially when goals are still evolving. Campaigns can scale up or down without long-term hiring changes.
Long-term planning also matters. Early in growth stages, businesses may prefer expert guidance to build structure. Later, they may choose to bring more tasks in-house once processes are clear. Reviewing financial flexibility helps leadership align marketing efforts with broader business strategy. The goal is not simply cost savings, but steady progress that supports revenue and brand positioning over time.
Conclusion
Choosing between in-house execution and agency support requires careful evaluation. Skills, time, network access, strategy, and budget all influence the right decision. There is no single solution that works for every organization. Some teams have the experience and capacity to manage everything internally. Others benefit from structured external guidance that reduces pressure and improves consistency. By reviewing resources honestly and aligning decisions with business goals, companies can choose the approach that supports steady growth and long-term success.
