How to Select the Right Lead Generation Company

It’s a given that one of the best ways to fuel business growth is through lead generation: the generation of new sales leads though marketing activities. But even the best marketing teams can struggle with identifying and pursing high value leads.

Studies have shown – if it isn’t already, lead generation should be a top priority for sales and marketing teams. While the nature of business has evolved, one thing that hasn’t is the complexity of generating traffic and cultivating prime leads.

According to this report on lead generation, 61% of B2B marketers think generating high-quality leads is one of their biggest challenges.

Finding niche lead providers that can deliver on promises requires careful consideration. The fact of the matter is; there are plenty of lead generation firms in the market and most – if not all of these –  promise big results in exchange for your marketing investment.

What Kind of Lead Generation Provider Do You Need?

Having a good understanding of the types of leads you require, and your target demographic allows you to be more insightful when selecting the right partner. Depending on your industry, it is important to know if a vendor operates within your industry. For example, Pure B2B is a data-drive lead generation partner that focuses on the technology buyer audience. Its global technology buyer audience includes IT, sales, marketing, finance, business and human resources.

Plenty of companies boast about having the most updated and expansive database listing, and key decision makers across multiple industries. On the other hand, there are more niche lead providers that offer databases relevant to specific industries.

It’s also important to look at the programs lead generation providers run; there are different methods to lead generation including top-of-funnel or bottom-of-funnel, programs sift through prospects to identify viable sales leads to be nurtured. Other programs include lead discovery, account-based marketing, database cleaning and program/ process optimization. Knowing the type of program a vendor utilizes will give you a better idea of how they operate and the pros and cons of the data you will be receiving.

What is the Firm’s Track Record?

Without sales leads, a company could be dead in the water in terms of business growth. When outsourcing your lead generation process to an external provider, there needs to be due diligence in reviewing the track record and experience of firms before settling into a decision.

When comparing account lead generation companies, some key characteristics to consider include their track record for providing quality leads. This can be seen based on their returning customer base and respective feedback. What is their target audience, their experience in the field and what are people saying about their services?

Working with providers that have veteran sales and project management teams will enable your company to tap the provider’s expertise. Pure B2B clients work with dedicated customer experience campaign managers who closely manage campaign performance with key emphasis on the systematic conduct of monitoring and optimization.

What is the Price and Does it Fit Your Budget?

Lastly, your comparative review of lead generation companies needs to consider the price and overall cost of this marketing investment. Keeping in mind the extent of the services being provided, customer and administrative support available, size and relevance of the database, and overall company experience. Choose the company that will be able to provide you with all the service you need within your budget.

Business growth is the fundamental goal of lead generation. Through new business opportunities, companies can expand its customer base and scale up operations. Understanding your agency objectives, targets, and identifying key services being offered by providers will allow you to know if your business matches the expertise of a generation firm. Discover the benefits of having lead generation services that result in high-quality, engaged leads that are accurate and likely to convert into sales.

Michael Brenner

Michael Brenner  is a Top CMO, Content Marketing and Digital Marketing Influencer, an international keynote speaker, author of "Mean People Suck" and "The Content Formula" and he is the CEO and Founder of Marketing Insider Group, a leading Content Marketing Agency . He has worked in leadership positions in sales and marketing for global brands like SAP and Nielsen, as well as for thriving startups. Today, Michael helps build successful content marketing programs for leading brands and startups alike. Subscribe here for regular updates.