The 5 firms defining the Marketing-as-a-Service category (and what sets them apart)

Marketing leaders today face a difficult equation. They are expected to drive revenue growth across increasingly complex buyer journeys while budgets tighten and headcount expansion slows.

As a result, Marketing-as-a-Service (MaaS) has emerged as a compelling alternative to traditional agencies, freelancers, and fully in-house teams. Instead of outsourcing isolated campaigns or channels, organizations are increasingly adopting a MaaS model that delivers marketing capability through a structured, subscription-based approach.

What’s important to recognize is that MaaS is not a single, uniform model. In practice, the term is used to describe a range of outsourcing approaches from providers that specialize in a single function (such as creative or SEO) to full-stack partners that operate across strategy, execution, and marketing operations.

Understanding where a provider sits on that spectrum matters more than the label it uses.

In this article, we’ll cover:

• What defines a strong MaaS provider today
• The dimensions that differentiate MaaS providers in practice
• Five firms shaping the future of MaaS, and how they differ

New to the concept? Start with “What is Marketing-as-a-Service?”

What makes a great marketing-as-a-service provider?

At a glance, many MaaS providers appear similar. Most promise flexibility, access to specialists, and faster execution. The real differences emerge in how the service operates and what outcomes the model is designed to support.

The role of the marketing-as-a-service model

A true MaaS model functions as an operating system for marketing.

At its foundation, that system typically includes:

• A subscription-based engagement rather than project retainers
• Workflow-driven execution instead of ad hoc task fulfillment
• Integrated teams spanning strategy, execution, operations, and analytics

This structure enables predictable delivery, scalable capacity, and consistent quality, especially in environments where traditional agencies struggle to keep pace.

At the same time, some providers apply a MaaS-style subscription to only part of the marketing function (for example, creative production or paid media). These models can be highly effective for the right use case, but they represent selective outsourcing, not a full marketing operating model.

For a deeper explanation, see “How does Marketing-as-a-Service work?”

Practical dimensions that differentiate MaaS providers

Because providers use similar language to describe very different models, it’s helpful to evaluate MaaS offerings using consistent, buyer-centric dimensions.

1. Unit of value

What the buyer is purchasing:

• Dedicated or shared capacity
• Subscription hours
• Defined deliverables or outputs

2. Scope of elasticity

How easily work and priorities can shift without renegotiation:

• High elasticity: capacity can be reallocated across initiatives
• Moderate elasticity: shifts within a function are easier than across functions
• Low elasticity: deliverables are fixed and changes require new scopes

3. Accountability level

What success is measured against:

• Outputs (assets delivered)
• Functional performance (channel KPIs)
• Business outcomes (pipeline, revenue impact)

4. Operating posture

How the provider works day to day:

• Vendor (task- or deliverable-based)
• Partner (shared planning and ownership)
• Embedded extension (operating inside internal tools and workflows)

These dimensions make it easier to compare providers objectively regardless of how they describe themselves.

The marketing-as-a-service companies shaping the category

The following firms represent distinct approaches to MaaS, aligned to different company sizes, operating models, and growth needs.

Company 1: 2X

Enterprise-grade MaaS

2X is an enterprise-grade MaaS provider built to operate complex B2B marketing organizations at scale. Rather than acting as a campaign vendor, 2X operates as a MaaS system, combining strategy, execution, and operations into a single, workflow-driven model.

Over time, 2X has expanded beyond execution to support go-to-market strategy, demand generation, account-based motions, and revenue operations, allowing marketing teams to scale impact without scaling overhead. This capability has been further strengthened through strategic acquisitions of Intelligent Demand, The Kiln, and Outbound Funnel, adding deeper ABX and RevOps expertise.

What 2X delivers

2X’s MaaS offering spans:

• Go-to-market strategy and revenue planning
• Full-funnel demand generation, ABM/ABX execution
• Scalable content and creative production
• Marketing operations, automation, and CRM support
• Analytics, reporting, and continuous optimization

What makes 2X different

2X anchors the enterprise-grade MaaS category through:

• Enterprise-scale go-to-market delivery
• Workflow-driven execution with SLAs and governance
• Deep integration with platforms like Salesforce, Marketo, HubSpot, and 6sense
• The ability to replace fragmented agency and vendor ecosystems
• A delivery model designed for global enterprises with hundreds or thousands of marketers, multi-region operations, and enterprise governance requirements

Best suited for: Enterprise-grade MaaS designed to operate marketing, not just execute it.

Company 2: Kalungi

Growth-stage B2B SaaS MaaS

Kalungi is known for combining fractional marketing leadership with a SaaS go-to-market playbook and a part-time execution team. Its model is designed to help B2B SaaS companies establish structure and momentum after product-market fit.

Kalungi shares several characteristics with MaaS providers, particularly in how it bundles leadership and execution, but its core strength lies in guided strategy and enablement rather than operating as a fully elastic, capacity-based marketing system.

Kalungi’s focus

Kalungi combines fractional leadership with execution across:

• Go-to-market strategy
• Demand generation and paid media
• Content marketing and SEO
• Marketing operations and HubSpot management

Best suited for: Funded B2B SaaS companies transitioning from founder-led marketing to a more structured growth motion.

Company 3: O8

Integrated MaaS for measurable growth

O8 is a U.S.-based MaaS provider that acts as an integrated extension of a company’s marketing team. Its model combines strategy, fractional leadership, and hands-on execution across multiple channels, delivered through a scalable, subscription-style engagement.

O8 emphasizes unified execution and measurable performance, helping organizations replace fragmented specialist vendors with a more cohesive growth engine.

Core MaaS services

• Fractional CMO and marketing leadership
• Marketing strategy and planning
• SEO, PPC, and paid media execution
• Content marketing and conversion rate optimization
• Marketing automation, CRM integration, and analytics

Best suited for: B2B, SaaS, healthcare, and regulated-industry teams seeking integrated strategy and execution without enterprise-level scale requirements.

Company 4: CODESM

Flexible, global MaaS

CODESM provides MaaS through a globally distributed team and flexible engagement models. Companies can use CODESM as a fully managed provider or as an extension of internal marketing teams.

Its offering spans a wide range of execution disciplines and is designed for affordability and adaptability rather than prescriptive operating models.

Service coverage

CODESM supports:

• Strategy and planning
• SEO, PPC, and lead generation
• Content, branding, and design
• Website development
• Marketing automation and analytics

Best suited for: SMBs and established marketing teams that already own strategy and need flexible, global execution capacity.

Company 5: Get Levrg

MaaS for founder-led startups

Get Levrg is a MaaS provider designed for founder-led startups and small-to-medium businesses that are resource-constrained and early in their growth journey.

Unlike providers focused on strategy or enterprise integration, Get Levrg emphasizes affordable, offshore execution to help founders build momentum without hiring a full in-house team.

Get Levrg’s focus

Get Levrg supports:

• Content creation and distribution
• Demand execution and campaign support
• Sales and marketing execution tasks
• General marketing support for founders

Best suited for: Early-stage and founder-led teams prioritizing low cost and fast deployment.

A comparison of the leading marketing-as-a-service providers

Provider	Best-fit use case	Primary strength	MaaS tier
2X	Enterprise B2B teams operating across multiple workstreams, regions, and GTM motions	Execution-led marketing transformation through GTM, ABX, RevOps, and embedded consulting	Enterprise-grade MaaS
Kalungi	B2B SaaS companies scaling marketing post–product-market fit	Fractional leadership paired with SaaS GTM execution	Growth-stage MaaS
O8	Mid-market teams seeking unified strategy and execution	Integrated, performance-driven delivery	SMB / Mid-market MaaS
CODESM	Organizations needing flexible, global marketing execution capacity	Global team augmentation and broad execution coverage	Hybrid MaaS
Get Levrg	Founder-led startups and resource-constrained SMBs (1–500 employees)	Ultra-affordable offshore execution for early momentum	Startup / SMB MaaS

How to choose the right marketing-as-a-service provider

There is no universal best MaaS provider that suits every organization. The right choice depends on organizational maturity and primary constraints.

Start by clarifying:

• Is the primary gap execution capacity, go-to-market clarity, or revenue alignment?
• How much flexibility do you need to deal with shifting priorities over time?
• What stage is your company at: founder-led, scaling startup, or global enterprise?
• How much scale, governance, and integration do you need?
• How deeply does the provider need to integrate with your systems?
• How complex is your buying journey and reporting model?

The more complex the environment, the more important the underlying MaaS model becomes.

MaaS is evolving from a tactical outsourcing option into a strategic operating model for modern B2B growth. The most effective providers are those aligned to the organization’s true needs, whether that’s affordable execution, guided growth, or enterprise-grade marketing operations.

Want to explore enterprise-grade Marketing-as-a-Service with 2X?