B2B Marketing Agency Cost UK: Real 2026 Pricing Benchmarks

'How much does a B2B marketing agency cost in the UK?' is the most-asked question we hear. Here are the honest 2026 numbers, based on the UK B2B agency landscape and our own engagements.

One-off project pricing

• Brand strategy & positioning project: £10k–£25k. Workshops, research, positioning, messaging, narrative.
• Full brand identity (visual + verbal): £15k–£40k. Logo system, typography, colour, brand guidelines, applications.
• B2B website design & build: £20k–£80k. Pricing scales with the number of templates, integrations and CMS complexity.
• Pitch deck or sales collateral: £4k–£12k.
• Brand and website together (the most common engagement): £35k–£80k.

Monthly retainer pricing

• Light marketing support: £2k–£5k/mo. One channel, mostly execution.
• Strategic marketing retainer: £8k–£15k/mo. Mix of strategy and multi-channel execution. Most common range for £2m–£20m B2B businesses.
• Senior fractional CMO + agency support: £12k–£20k/mo. Includes leadership-level involvement and a delivery team.
• Enterprise / ABM retainers: £20k+/mo.

Our own prices are public. Thinking starts from around £1,500 a month and thinking and doing from around £3,000.

Fractional CMO rates

• Fractional CMO (1–2 days/week): £5k–£12k/mo.
• Strategic advisory (no execution): £1.5k–£4k/mo for monthly support, £400–£1,200/hr ad hoc.

What drives pricing up

• Multi-stakeholder workshops and lengthy discovery phases.
• Custom CMS or app builds vs templated platforms.
• Multi-region or multi-language rollouts.
• Industries with regulatory complexity (legal, financial services, healthcare).
• Enterprise buyer journeys requiring sales enablement layers.

What drives pricing down

• Clear existing positioning and brand assets.
• A single decision-maker who can move fast.
• Reuse of existing platforms (Webflow, Framer, WordPress) vs custom code.
• Phased delivery instead of big-bang launch.

Agency vs in-house — the cost comparison

A mid-level marketing manager in the UK costs £55k–£75k base plus £15k loaded costs — call it £80k all in. A senior marketing leader is £100k–£140k plus £25k loaded costs. A £10k/month agency retainer (£120k/year) typically gives you access to a strategist, designer, copywriter, and developer at a fraction of the cost of hiring all four. The trade-off is ownership and dedicated time.

How to budget by company size

• Pre-£1m revenue: £30k–£60k for brand and website launch, then £3k–£6k/mo retainer.
• £1m–£5m revenue: £40k–£80k brand/website refresh, then £8k–£15k/mo retainer.
• £5m–£20m revenue: £60k–£150k brand/website rebuild, then £12k–£25k/mo retainer plus campaign budgets.
• £20m+: £100k+ brand programmes, £20k+/mo retainers, dedicated ABM and demand-gen budget.

These numbers are honest UK market ranges — not a Potent rate card. Talk to us if you want a tailored quote for your situation.