Planning to start a new business? Or already have one up and running, but you just don’t quite know where to start? Try working with a Lead Generation Agency.

Like most anything, we all have to start out with our sketches and drafts, and then work our way into concrete plans.

The success of any business pretty much relies on its marketing strategy.

Getting noticed by your target market, piquing the interests of potential leads and finally turning them into regular clients and customers is, let’s face it, a lot of work!

There’s a lot of trial and error that many big businesses had to go through before seeing any growth at all.

And sometimes, as hard as it is to admit, we can use all the help we can get.

Luckily, lead generation and digital marketing agencies have upped the ante in the marketing world.

Before we dive into that, though, you will want to familiarize yourself with what leads actually are.

What is a lead?

Leads are typically anyone that shows interest in your business or company, be it a potential consumer of the products you offer or a client that will want to avail of your service.

Leads can also be other B2Bs that will give you exposure and refer you to other clients.

Keep in mind that leads are potential customers or clients and potential sales. This goes hand-in-hand with the way that you market what you have to offer, which then turns them into sales and clientele.

Some of them may even be brand ambassadors that will help introduce your company and vouch for it.

We discuss lead generation in depth here.

(Image courtesy of vectorjuice)

So, what is a lead generation agency?

Lead generation marketing agencies are tasked creative individuals and lead generation marketing experts and specialists that work together as a team to come up with the best strategies for your business to boom.

In these teams, each person specializes in one or more things, such as marketing specialists, content creators, conversational analysts, social media specialists, graphic designers, brand managers and the like.

Working with a team that has expertise in each area can really bring out all the aspects in your business that may need improvement.

The great things about these companies is that they are mainly focused on what your company needs.

They work with you on a personal level, tailoring their services to your business.

They will study and possibly even nit-pick at everything you need for your site to start generating leads.

But they also work as a team, which means that ideas will be cohesive, organized, and more work can be covered in a shorter amount of time.

It may not all be rainbows and butterflies, but you will hear what you need to hear for the growth and overall good of your company.

(Image courtesy of vectorjuice)

With a very close grasp of everything your business may need, it’s easy to see what you’ve been doing that wasn’t clicking, what you’ve been lacking the entire time, but also the areas in which you’ve been doing very well.

Honestly, finding a great lead generation agency will help take a lot off your plate. It gives you a chance to focus on different priorities and goals.

Due to the constant innovations and developments in technology, different methods in the lead generating, advertisement and marketing industries have also come about.

Because of this, the weight of your decision will also lie in what different agencies offer.

Outbound lead generation

Which has been around the longest, rely on reaching out to potential leads. They do this mainly by e-mails, cold calling and even direct mailing.

While they are quite old-fashioned ways of marketing, they’ve been in the industry as long as they have because of their effectiveness.

Inbound lead generation

On the other hand, is when agencies create strategically-engineered content, designed to reel in prospective leads.

Content is typically any digitally available material, be it social media advertisements, articles and blog posts, the like.

In this guide, we will walk you through the most important steps you will need to follow and the qualities you will want your most ideal lead generation marketing agency to have.

We’ve said it before and we’ll say it again, there is no one-size-fits-all when it comes to choosing which agency to go with, which means that what may have worked for other companies will work on yours, and vice versa.

1Understand what kind of business you are

Being familiar with your business is the first, most important step.

Knowing your business will give you less risk to being bombarded with offers, strategies and campaigns that won’t benefit the growth of the company in the long run.

That being said, you also need to be knowledgeable about what kind of lead generation agency will best handle your business.

Small Scale Company:

These are businesses categorized by the amount of sales they need to generate, an estimate of $10,000 and below, with short sale cycles.

This means that it doesn’t need much convincing in order for prospects to come to a decision, which is what most marketing lead generation companies strive to achieve for B2Bs and B2Cs.

A lot of smaller businesses or product-based companies fall under this category because if your product works, it doesn’t take much convincing.

However, some businesses have products or services that may need more time to think about.

Keep in mind that if a prospect says no at a given point in time, that could change in a couple of weeks or months.

These are companies that have multiple decision makers, like a board of trustees or multiple shareholders.

Decisions may also come about later because some companies offer more expensive services or products that may be used long-term.

Prospects will likely canvas with other similar companies, possibly competitors, and weigh their options which is why sales may take longer.

Because of this, you are most likely going to have to work with companies that can help you build your rapport, engage with customers on a somewhat personal level and persuade them into availing of your services.

2Look for a company that identifies both your strengths and weaknesses

Choosing a lead generation agency and marketing agency, you will want one that performs a SWOT (strengths, weaknesses, opportunities and threats) analysis of your business.

(Image courtesy of vectorjuice)

Build on your strengths and take the opportunities your business has, but don’t be afraid to hear your weaknesses and threats, because ultimately, that is how a brand grows.

Some companies are hesitant to let some third-party in because of the weaknesses they may be in denial that they have, but do remember that lead generation agencies exist to help and never harm.

Allow your mind to be open to change and flexible enough to accept the changes you need to make.

Addressing these factors will make for a marketing strategy that is not only effective, but one that also maximizes all the good and great things your company already has to offer.

3Do ample research about a company’s flexibility

In relation to number 2, a company must also be able to bend to what their clients need.

There are industry specific lead generation agencies usually specialize in just one thing, which isn’t at all a bad thing, since they have mastered one thing and have multiple marketing experts.

In order to produce any leads at all, a lead generation agency must have a certain degree of understanding of the industry you’re in.

In contrast, custom lead generation agencies can help many different kinds of companies because they are not limited to only one area of expertise.

Flexibility plays a huge role in B2B and B2C relations because every lead generating and marketing agency needs to be able to customize and cater to the needs of their clients.

If something doesn’t work for you, they should be willing to revise and accept that as well.

In the same way that you are going to be learning a lot about business strategies, they can also learn a thing or two from you.

Make sure that the way you like to work is similar to the patterns in which the company likes to work, since you will be spending a significant amount of time working together and figuring out solutions and strategies.

Usually, how well two companies work together sets the pattern for how well their engagements do. That’s what makes business partnerships work in the first place.

4Identify your target audience

Crucial in most any kind of business, you need to be sure of where your leads are coming from.

Choose a prospective lead generation marketing agency that will focus more on the quality of leads they can bring in, rather than just the quantity.

You will likely benefit more from a small number of qualified leads that turn into clients, rather than a large quantity of leads upfront that don’t even engage with your products or services.

Qualified leads will fall into a certain criterion to take into consideration: Ideal customer profile (ICP), buyer personas, lead scoring models and list segmentations.

Your ideal lead generating agency will take these into consideration:

Ask, which age groups do they belong to?

If they belong to multiple, which age group has the highest percentage?

How much are they earning, will they be able to avail of your services of products with their income level?

Where are most of your prospects physically located? Is it possible for them to reach you even if they are far from you?

This way, you can start to ask more brand-related questions:

Which platforms can you use that will most likely catch their attention?

What kind of campaigns will most likely be appealing to them?

What kind of voice do you want them to associate with you? Is it strictly professional or is it possible to have a platonic or more personal connection with your audience?

What kind of approach is the best way to get them to engage with you?

Of course, choosing the right agency to work with you, they will help you come up with solutions and give you answers to this lengthy list of questions.

Asking them now rather than later will help you more or less gauge if a company will more or less be able to meet your requirements.

5Find out which tools will work best with these campaigns

So, you’ve identified your target market.

The next step is to figure out which of the many tools that are available to you will work in building campaigns that will appeal to them.

This ties in with the aforementioned steps because in order to really focus on one tool, you should definitely know what kind of business you are.

A study by HubSpot says that the top 3 tools for generating leads for B2B companies include SEO, email marketing and social media.

Maybe you’ve already tried some of these methods, but you’re unfamiliar with others. Digital lead generation and digital marketing agencies specialize in most of these.

Here’s a short breakdown of how some of the more widely-used tools and services work:

  • Direct Mail

    Any tangible piece of marketing sent to prospects in the mail. Gone are the days of just letters or flyers, businesses have indeed gotten creative.

Direct mail works because of its personal engagement with prospects. If you’re looking to advertise products, I’m sure direct mail is a possibility.

PROS: It is interactive with its audience, and for the sentimental, incredibly memorable.

The best part is that there are more ways than one to get creative with it. This way, there are a lot less competitors.

CONS: You may have less competitors, but you will have to shell out quite the amount for the materials you will be using, even if this is just paper.

  • Trade Shows

    Highly interactive, trade shows are events in which businesses and companies of the same industries come together to showcase their latest products or showcases.

PROS: Another interactive way of marketing, trade shows not only allow a free demo or trial of products and services, it also allows an in-depth explanation from developers themselves.

You are more likely to convince people with a short but persuasive speech, which is what demos are usually good for.

CONS: With bigger crowds, it will be difficult to get an up-close and live look at products, and with recent events like COVID-19, events may not be possible at all.

  • Email Marketing

    Sending out emails has been a marketing strategy for quite some time, in fact, it was one of the earliest forms of marketing.

In its simplest form, email marketing aims to develop relationships with prospects and customers.

PROS: Emails are considered very professional and it is a preferred form of marketing where you can vouch for your products or services in a lengthy but still personal message to prospects.

CONS: The rise in social media popularity has pushed email marketing to the side, in an age where instant and direct messaging exists.

Those that don’t really engage in business don’t check their emails regularly, which may take them ages to get back to you.

Emails are easily ignorable as well, and sometimes they are automatically put in the spam folder which is how people also miss them.

  • Telemarketing

    This is where outbound and inbound calls come in. Products or services are marketed using phone calls.

PROS: A friendly but convincing tone will most likely help build prospects’ trust with you and can end in sales.

CONS: It’s hard to determine when prospects will find time to fit you into their day, and calls can also be ignored.

  • Blogs

    Blogs have been quite the rage for a couple of years now. Bloggers usually share their honest insights on products or services through their own personal websites.

PROS: Anyone with an internet connection can access their content since bloggers are accessible from all over the world.

Their personal standpoint makes them trustworthy and readers of their blogs look to them for personal advice.

CONS: Bloggers will have to have a pretty wide reach in order to be able to “sell” your products. Not all bloggers achieve this right away.

  • Social Media

    The most powerful tool to date, social media presence has become a brand’s foundation.

With just the tap of a screen, anyone and everyone can advertise, the same way anyone and everyone can either avail of a service or shop and have products delivered right to their doorstep.

PROS: Things on the internet can go viral in just a matter of minutes.

Any product or service that public figures mention become trends that everyone wants to try for themselves.

It’s an extremely powerful tool.

CONS: Instant fame can also be instant infamy.

In an age where cancel culture is rampant, one simple mistake can blow up your chances of generating leads in an instant.

Most influencers also require money or products in exchange for them to even mention your goods or services on any of their platforms.

A lot of other viewers stray away from sponsorships. They are deemed unreliable because of the commissions that influencers get from them.

  • Search Engine Optimization (SEO)

    One of the most important tools in generating leads, landing your website on the first page of Google search is practically like winning a contest.

Using the right keywords can potentially attract those that are looking for what you have to offer.

PROS: Just the right set of keywords will help you get your business where it needs to be.

CONS: A lot of trial and error goes into building a website that is optimized for SEO.

Marketing strategies are one thing, but they work hand-in-hand with sales. This means that your sales are going to be relying on how many prospective leads you generate.

So make sure to go the route of which you think will generate the most sales for your area of expertise.

6You’ll want to look for a reputable lead generation agency

Agencies that have built their names and have reliable feedback are more likely to be able to help you.

You can ask around previous clients of these agencies, or your own connections within the industry.

Some of these industries will also have a list of references and portfolios ready for prospects to show that they are reliable.

7Take your time, weigh out your options, really do ample research

Finding the perfect lead generation and marketing agencies takes a little more time because this is potentially the B2B agency that will pretty much make or break your company.

You’ll be extending your time, resources, money and trust which is why you need to take your time to really seek out these agencies.

Look into previous clientele and projects they’ve worked on.

See how they approach you, what tone they set, the first impression they give off.

Listen to what they have to offer, figure out how they like to work.

Don’t rush into things, you will know the right fit for your company when they are the right fit!

In conclusion…

 lead generation is essentially every business’s foundation.

Every business starts out somewhere and ad agencies, digital lead generation agencies, the entire marketing spiel paves a road map for how businesses grow.

With LeadFuze, the person searching for an agency may not need it. You can find leads and contact them for your business without it taking too much time.

Finding Passive Candidates

LeadFuze gives you all the data you need to find ideal, passive job candidates.

Go through a variety of filters to zero in on the leads you want to reach. This is crazy specific, but you could find all the people that match the following: 

  • People who have worked in Computer Software
  • Who held a title of Lead Developer OR Lead Engineer OR Head of Engineering
  • That have NOT been a CTO or Chief Technical Officer
  • And currently make $85,000 to $100,000 in salary
  • While having javascript skills
  • Who are currently unemployed
  • Who are likely to fit culturally due to liking Back to Future OR Fast and the Furious
Just to give you an idea. 😀
Editors Note:

Want to help contribute to future articles? Have data-backed and tactical advice to share? I’d love to hear from you!

We have over 60,000 monthly readers that would love to see it! Connect with me on LinkedIn and let's discuss.

Monica Bogayong
About Author: Monica Bogayong
I'm a Content Writer for LeadFuze.