Lead generation is the lifeblood of any business. As much as it is essential, however, it is also a challenging undertaking. According to a 2017 study conducted by CSO Insights, 68 percent of B2B companies are struggling with their lead generation systems.
If you are one of these companies, you might have or have not realized that you cannot push this need on the back burner. You either sink or swim. Thus, the next logical step is to partner with a lead generation services company.
What Can a Lead Generation Company Do for You?
A lead generation services company has its area of expertise. It might offer one or more, or even all of the following services:
The expertise they offer on one or more of the services mentioned above leads to higher productivity and lower costs to your company. More so:
You get the most qualified prospects saving your sales team from any activities that can affect their productivity.
You free your sales team from any frustrations or burdens because they don’t have to do tasks that do not align with their expertise.
Your lead targeting, qualifying, and appointment setting become much better leading to more sales.
You have an expert partner that can help you evaluate your lead generation system as well as its result much better.
Generate more sales meetings, and grow pipeline value faster with multi-channel account-based marketing
Do I Need a Lead Generation Service Company?
You might say, “Okay, I’ve read the benefits of partnering with a lead generation service provider, but do I need one?”
There’s no other way to find that out other than assessing the needs of your company. Maybe you need all the services mentioned above, or perhaps you only need a couple of those services to boost your lead generation efforts.
Which areas do you fall short when it comes to lead generation? Some of these areas are:
- Determining your buyer persona
- Identifying the preferences of your buyer persona
- Getting leads
- Turning leads into appointments
- Data gathering and record keeping during lead generation
Once you assessed your needs, you will be able to determine the areas you need help in.
Choosing a Lead Generation Service Company
Once you determined what you need, it’s time to choose. With the many lead generation companies out there, asking the right questions will lead you to the right partner. Here are some points to consider:
When we’re talking about experience here, it’s not just the number of years a lead generation service has been in the business. We also mean their expertise in your niche or your industry. That’s because the approach between each industry is different. The technique that might prove useful to a software company might not work with a medical or financial company.
However, if you have to choose between a great lead generation company (they have stats and numbers to speak for them) and a good company with experience in your industry, pick the great one.
Check out how a B2B logistics brand won $6M in new deals using lead generation
How do they get the leads? When it comes to getting leads, some build their lists by randomly cold calling people, which is not good. Others, on the other hand, have a comprehensive content marketing strategy that attracts high-quality prospects.
How about qualifying the leads?
Any great lead gen company has a clear, specific, and well-developed guideline when it comes to lead qualification. Above all, this guideline should be aligned with your own. Let’s look at the two categories of qualified leads again:
- Marketing-qualified leads (MQL) — have been identified by your marketing team as very interested in your products or business.
- Sales-qualified leads (SQL) — vetted by your sales team as very viable prospects
To effectively acquire quality leads, you need to employ tracking techniques like segmentation, lead scoring, and more. The more specifically you define what a qualified lead is, the better. For example, a sales-qualified lead for you is someone who is not just interested in your product or business but also someone who provides you their information through a form on your landing page.
Any reputable and reliable lead generation agency employs digital tools that allow them to automate, track, and manage the various aspects of their services. The quality and scope of the tools they use reflect the kind of company they are and how much they are willing to help their clients achieve the results they want.
You should also check whether the tools they use can be easily integrated with yours as well as integrate with the CRM you are currently using. It is a good sign if they are flexible enough to adjust to your preferences.
Before closing the deal with a lead gen agency, both should make their expectations clear enough to avoid any disappointments and frustrations. What guarantees can they give you when you hire them?
You should also ask whether they are expecting to have a long-term partnership with you or will only work on the current project. Such points should be raised at the very beginning, so you know what kind of deal you are getting into.
You might not have considered partnering with a lead generation agency but doing so can save you and your team from the hassle and stress. Use the guidelines here to find the lead generation agency that will fit your needs. And remember – don’t be afraid to ask questions.