InsideOut Group

What InsideOut Group does

InsideOut Group (legal entity: InsideOut Group Marketing Pty Ltd) is an Australian B2B marketing consultancy founded in 2001 and headquartered in Darlinghurst, NSW. The firm exclusively serves engineering, technical, and industrial SMEs — typically businesses with $1M–$10M in annual revenue that have stalled below the commonly cited $5M growth ceiling — by embedding a fractional senior marketer directly into the client's executive team. Its core methodology is a two-phase service: Phase 01 is the "Marketing Blueprint," a fixed-fee strategic planning engagement that produces a comprehensive document covering brand strategy, positioning, target market, channels, content, budget, and governance; Phase 02 is implementation, executed by the InsideOut Marketing Manager on a fixed monthly retainer (minimum three months, no lock-in thereafter), backed by an in-house multi-skilled bench covering strategy, digital, creative, social, and media disciplines.

The firm's underlying "deliverable" is human expertise packaged into a repeatable methodology rather than software. Supporting assets include the free "Unstuck Your Growth" eBook, the "Engineering Success" podcast, and a suite of free web-based strategy tools (Customer Value Promise, Brand Positioning, Sources of Growth, Smallest Viable Market calculator) used to generate top-of-funnel demand. The revenue model combines a subsidised one-time strategic planning fee, a recurring monthly retainer for the embedded marketer, and separately quoted professional services for specialist implementation work. All revenue is direct-to-client with no channel partners; pricing is quote-based and tailored per engagement. The company is privately held, bootstrapped (no external funding), operates a single Australian office, and sits in the 11–50 employee bracket. Documented customer outcomes include 20% revenue growth (A1 Metallising), 10X lead increase (Stanton Dahl Architects), doubled lead-to-sales conversion (True Value Solar), and email open rates roughly double industry average.

Name

InsideOut Group

Legal name

InsideOut Group Marketing Pty Ltd

Website

https://insideoutgroup.com.au

Company type

Private

Founded year

2001

Operating status

Operating

Headcount range

11–50 employees

Short description

InsideOut Group is an Australian B2B marketing consultancy that embeds fractional senior marketers inside engineering, technical, and industrial SMEs ($1M–$10M revenue) to deliver a two-phase Marketing Blueprint and ongoing embedded implementation on a fixed monthly retainer.

Ownership category

akta.pro rank

Product category

Marketing Consulting Services

NAICS

Advertising Agencies (541810), Management Consulting Services (54161)

SIC

Services-Advertising Agencies (7311), Services-Advertising (7310)

akta.pro primary industry

B2B Demand Generation & Lead Nurture Agencies (BPAFAKAA)

akta.pro secondary industry

Thought Leadership & Executive Visibility (BPAFADAG)

Keywords

• Fractional marketing services
• Marketing strategy consulting
• Embedded marketing management
• B2B growth marketing
• Engineering marketing solutions

Headquarters

HQ city

Darlinghurst

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Others

Revenue model

1. Marketing Blueprint (Strategic Planning): Fixed fee professional strategic planning phase delivered before implementation engagement. Subsidised cost covering approximately 70-80% of actual time invested.
2. InsideOut Marketing Manager: Fixed monthly fee for embedded marketing manager service. Minimum three-month commitment with no lock-in after that period. Covers agreed time allocation and essential skills.
3. Implementation Services: Additional specialist services including brand development, digital marketing, social media, content, email marketing, media planning, design, production, copywriting, photography/video, and database management. Quoted and approved separately by client.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels7 records

Core offering

InsideOut Group embeds part-time senior marketing professionals within engineering, industrial, and technical SME businesses in Australia to drive growth. Services are delivered in two phases: a strategic Marketing Blueprint planning engagement (fixed fee) followed by implementation via an InsideOut Marketing Manager (fixed monthly retainer), backed by a multi-skilled team of specialists in strategy, digital, creative, social, and media.

Product overview

InsideOut Group offers a two-phase marketing service model for engineering, technical, and industrial SMEs. Phase 01 comprises the Marketing Blueprint—a strategic planning engagement producing a comprehensive document covering brand strategy, objectives, target market, positioning, channels, content, budget, and governance. Phase 02 is Implementation, executed by an InsideOut Marketing Manager embedded part-time within the client business. The firm also provides free resources including the 'Unstuck Your Growth' eBook and a suite of web-based marketing tools (Customer Value Promise tool, Brand Positioning tool, Sources of Growth tool, and Smallest Viable Market calculator).

Differentiator

Problem solved

Functional benefit

Quantifiable outcome

• 20% revenue growth within 12 months
• +4 more outcomes

Named customers5 records

Segments3 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Scale indicators7 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• TREW Marketing: US B2B marketing agency focused exclusively on engineering and industrial-technical businesses, providing strategy, content and demand generation services. Highly comparable on vertical specialisation (engineering/industrial) and B2B demand-gen-led offering.
• Gorilla 76: B2B marketing agency specialised in industrial, manufacturing and technical sectors, offering brand strategy, digital marketing and lead generation. Comparable on industrial-vertical focus and full-stack B2B marketing services for technical buyers.
• Anchor (Anchor Digital): Australian marketing consultancy with embedded/fractional marketing services for SMEs across multiple verticals. Comparable on geography, business model, and SME target segment.
• Chief Outsiders: US-based fractional CMO firm placing experienced marketing executives into mid-market and growth-stage companies on a part-time basis. Directly comparable to InsideOut's embedded fractional marketer model, though serving US/enterprise clients rather than Australian engineering SMEs.
• Marketing Eye: Australian outsourced marketing consultancy offering marketing managers and full marketing departments to SMEs. Closest geographic and structural competitor to InsideOut's subscription-fractional model in the Australian SME segment.

Broad incumbents

• Hawke Media: US outsourced marketing consultancy offering fractional CMO and full-service marketing on monthly retainer to SMEs and mid-market brands. Comparable on fractional CMO subscription model and SME target market.
• SmartBug Media: Large US-based inbound marketing and revenue operations agency serving B2B mid-market companies. Comparable on subscription/retainer-based fractional marketing service model but broader vertical and bigger scale than InsideOut.

Regional players

• Think Storyteller: Australian B2B marketing agency focused on technical, engineering and industrial sectors, offering brand strategy and demand generation. Comparable on geography and engineering/industrial vertical focus, though more agency-style delivery than InsideOut's embedded model.

Emerging players

• Ladder: Digital growth marketing agency using a data-driven, subscription-based model with embedded strategists working alongside client teams. Comparable on the embedded/agency-partner hybrid model, though focused on digital/growth marketing more broadly.
• Savage Global Marketing: Digital marketing agency offering fractional marketing team and embedded marketing services to mid-market and SME clients. Comparable on the embedded/fractional service delivery model, with overlap on B2B demand generation use cases.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/insideout-group
• Xx.com/InsideOutGrp_AU

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about InsideOut Group