Aquent reported that 70 percent of marketers look outside their companies to fill marketing needs.

A report from Aquent found that nearly two-thirds of marketers outsource some portion of their strategies to meet their goals. More than 70 percent of respondents said they look externally when they face issues related to resourcing or lack of internal skills.

It’s increasingly difficult for companies to find the employees they need as web marketing evolves and requires diverse skill sets. In fact, less than half of respondents said their last hire was a candidate who met desired qualifications exactly. Working with a third-party agency to manage specific parts of web marketing allows companies to maximize internal resources and leverage the expertise of the external partner.

Marketers currently want better search presences, and many recognize high-quality website content can drive SEO. An effective strategy, however, requires employees with diverse skill sets to accomplished a brand’s goals.

According to Aquent, companies are often “reactionary” in their hiring for marketing positions. The dynamic nature of the web requires an agile team to leverage new trends as they arise. Finding candidates to address these constantly emerging strategic gaps isn’t always feasible, which has led many to consider outsourcing.

Recently, Brafton highlighted comments from legal marketer Peter Moeller who suggested that finding qualified marketing partners is a competitive necessity for all industries. According to Moeller, working closely with a reliable third party has helped his company achieve its goals with less investment than hiring full-time employees.

Joe Meloni is Brafton's former Executive News and Content Writer. He studied journalism at the University of Massachusetts, Amherst, and has written for a number of print and web-based publications.