Read time: 6 minutes
The quest for high-quality leads never stops and when it comes to lead generation, it’s all about getting the right strategy in place.
This requires accurate data, engaging content and the ability to generate a consistent number of leads. But of course, all that requires time, money and resources; something that a lot of businesses are struggling with right now.
In fact, our latest report found that just under a quarter of marketers (23%) are struggling to create content or attribute it to the correct buying stage. A further 14% struggle with accurate data collection, 12% with identifying target audiences and almost one in 10 (8%) with nurturing leads.
It’s no surprise then, that 76% of marketers choose to outsource at least some of their lead generation strategies, and of those, over a quarter (26%) outsource all of it.
However, we understand that choosing a lead generation provider is a big decision and one that requires careful consideration.
So in this article, we'll take you through the 10 key questions you should always ask a lead generation provider before signing up.
Key considerations when working with a lead generation provider
When onboarding a new partner, the technical capabilities of their products will always be at the forefront.
In our research, we found that 39% of marketing teams place importance on detailed reporting and a further 36% want better intent data usage. Money was also a key consideration, with almost one in three (31%) agreeing that they want more affordable CPLs.
That being said, technical capabilities and cost aren't everything. In fact, it seems B2B lead generation is more about the people.
Reliability was identified as the most important factor by over half of respondents (55%). While company reputation (34%) and liking the team (19%) were also key considerations when working with a third-party vendor.
So, in order to determine whether or not you’re choosing the right vendor, you need to be asking the right questions relating to these key factors:
1. What industries do you specialise in (if any)?
Some lead generation agencies will focus on specific industries or niches, so it's essential they have experience in your particular sector.
You should also consider providers with experience across multiple industries and verticals, as this can offer you fresh insights and more qualified leads.
2. How and where do you get your leads?
One of the most important things to determine is how the provider generates leads. Be sure to scrutinise their sources to determine the quality and relevance of the leads you'll receive.
You want to determine if they use third-party data sources, how often they update their database and how they ensure data quality from lead capture forms.
Knowing how to cut through the noise of lead gen providers can be very hard in today’s market. My advice to any marketer is to probe and push a potential provider to show you what they are talking about. If they talk about intent, get them to prove it, if they talk about their own data, get them to show you how its stored. Only by looking under the hood will you be able to know if a provider does what they say they do.
- Will Smibert, CEO
3. What digital tools do you use?
It’s also important to understand what tools the company uses to generate qualified leads. This ensures they're up to date on the latest trends and that these tools align with modern techniques.
The right tech stack should have multiple tools, including lead verification, analytics and reporting, as well as CRM, call tracking and more.
4. How do you qualify your leads?
The best providers should leverage your customer profile, buyer personas and your lead scoring model. These should be integrated into their own process in order to screen and filter relevant prospects to provide you with the highest quality leads.
5. Can you tailor your lead generation strategies to meet our company goals?
You should take the time to understand the nuances of the services on offer. For example, does the provider offer a full service or stand-alone packages? Are these fully managed? Can you access tiered packages and can you customise packages as required?
You might also want to ask about additional services they offer such as lead management and lead nurturing to ensure you get everything you need.
6. What reporting and analytics do you offer?
Be sure to ask about the reporting tools and analytics provided that will allow you to track lead performance and ROI effectively. This can also help you to make more informed decisions about future lead generation campaigns.
Find out what metrics they use, how often they produce reports and if these can be customised to meet your specific business requirements.
7. What sets you apart from other lead generation providers?
As our research revealed, reliability and reputation are important so it’s a good idea to ask potential lead generation providers how they stack up against others in the industry.
To do this, ask about their unique value proposition and why they believe they're the best choice for your business. You can also ask for hard facts like awards, recognitions, reviews and more.
Being able to offer more than just standard leads is crucial in today’s market. We have seen an increase in customers wanting you to make it easy for them, and build a targeted, bespoke campaign, utilising a number of touches and products, in a strategical way.
- Will Smibert, CEO
8. Can you provide case studies or details of other clients?
Another way to check out the reliability and reputation of a potential lead generation partner is by requesting examples of past successes or testimonials.
Ask for real examples from satisfied clients, and learn more about who they’ve worked with in the past.
9. What is your pricing structure?
Sure, you want a great service that offers real results, but you do need to factor in the cost. So, you need to understand how the provider charges for their services.
This could be based on a subscription model, cost per lead or another arrangement. Asking this question allows you to clarify rough monthly or annual costs, how you can determine ROI and if there are any additional fees.
I believe the sweet spot in choosing a provider comes down to informed decision-making whilst understanding cost-quality trade-offs. Know the max price you should pay for a lead (regardless of the intent/quality promise) whilst choosing a brand you can trust to deliver your campaigns accurately and on time.
- Will Smibert, CEO
10. How do you ensure compliance with data privacy regulations?
Lastly, you need to ensure that the provider follows all relevant data privacy laws and regulations. This is vital to protect both your business and the individuals whose data is being collected. So make sure to check this before signing up for their services.
Make sure to gather as much information as you can
Before signing up with any lead generation agency, it’s crucial to gather as much information as you can about their services.
By asking the 10 key questions outlined in this article, you can make sure you choose a reputable and reliable company that's going to give you the best results for the best price.
