[PDF] HOW TO CHOOSE THE RIGHT LEAD GENERATION PARTNER
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HOW TO CHOOSE THE RIGHT LEAD GENERATION PARTNER Lead Generation Buyer's Guide for Business-to-Business Companies “Don’t try to cover everything in your first meeting with prospective lead generation partners.” These topics can be covered through a process that may take a couple of conversations or a couple of months depending on the number of people in your decision-making team. H O W TO U S E T H I S G U I D E
HOW TO CHOOSE THE RIGHT LEAD GENERATION PARTNER3 7 To Help Evaluate Lead Generation Companies Discussion Topics There are myriad tools, technologies and approaches that add up to successful lead generation and growing a consistent sales pipeline. There is not just one path to success in creating a robust pipeline through digital marketing and demand generation techniques, which makes it difficult to determine which solution to choose and how to compare options. Here are some important topics to cover when evaluating lead generation partners. HOW TO CHOOSE THE RIGHT LEAD GENERATION PARTNER3 “Ensure they have a solid framework for learning about your business, developing lead generation campaign concepts, launching campaigns, measuring results, and adjusting based on the actual results.” HOW TO CHOOSE THE RIGHT LEAD GENERATION PARTNER5 2 RELEVANT EXPERIENCE The first and most important is that they don’t profess to know it all. The reality is that any person who hasn’t worked in your company is not going to know a lot about it. You want a lead generation partner who will listen to you and learn about what’s unique about your business – because you, after all, are the expert on your company and your industry. You want a lead generation partner who will leverage your knowledge and combine it with their own B2B lead generation expertise. They should spend time early in the working relationship to understand your target market and identify the opportunities your company has for generating leads. It’s important to assess experience in B2B lead generation – that is, generating leads for companies who sell to other businesses, NOT consumers. There’s a dramatic difference between business-to-consumer (B2C) companies and B2B. A lead generation company that is mainly experienced in B2C is rarely able to take a B2B company very far in its lead generation journey. It’s helpful if you can find lead generation companies that have a sense of the general dynamics of your industry. Don’t expect them to already have experience in your industry, given that so many B2B companies sell into niches. In summary, the company you consider should be experts in B2B lead generation, show an appetite for learning about your company, and have a general understanding of the types of customers you sell to. When it comes to how much a lead generation company knows about your business, there are two elements you’re looking for.
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