Is There Such Thing as a Good B2B Lead Generation Company?
The goal of a lead generation company is to identify leads from a database of prospects and then qualify them through outreach. A lead once qualified is then shared with the sales team, who is responsible for nurturing it.
The services offered by different lead generation companies vary. Some limit their services only to the point of qualifying leads. Others also offer sales executive services to manage and nurture leads. In the case of the latter, the lead is shared with the in-house team only at the stage of finalization.
Many lead generation companies in the market today help you attain the best for what you pay. Your experience with them will depend on the lead generation company you select. Dissatisfaction occurs when unrealistic expectations are set. Brands assume lead generation companies to deliver sales.
Out of the many lead generation companies in the industry today, there are some who work with a concrete approach, while there are others that work with inaccurate lists and outdated marketing mediums.
There is no doubt that good B2B lead generation companies still exist. As a client, it is you who need to discern between a good, bad, and ineffective lead generation company.
How do you find a good B2B lead generation company?
A good lead generation company acquires leads that are capable of converting into sales. These leads are the foundation for generating profit. A continuous flow of quality leads keeps the process of customer acquisition and sales moving with data frequently moving to and fro in the funnel.
Some business owners tend to confuse spike marketing for successful lead generation. The truth is that spike marketing is a sudden increase in activity leading to quicker lead generation.
The ‘right’ strategies for lead generation are as many as there are ‘expert’ lead generation companies. Here’s how you can evaluate them:
1. Quality of leads
Take a thorough look at the reports. Do you understand what’s mentioned? How many contact touches are there for a day, week, and month? Are the contact touches increasing or remaining constant?
2. Don’t depend on software and automation
The frills are attractive but that’s not what you pay for. Latest technology and tools help you to collect comprehensive data. But, the crux lies in how this information gets classified.
Data must go through a proper lead qualifying, nurturing, and scoring process. A professional must handle this part.
3. Quality vs. Quantity
Getting a long list of leads from your service provider does not guarantee sales. In fact, the list could have duplicates. Watch the list carefully for accuracy. Your sales team should not spend time differentiating between qualified and unqualified leads.
You have paid for a particular service and your in-house team should not waste its time and effort on lead classification.
Do you receive regular updates from your chosen lead generation company? Are your goals and objectives aligned? Are they willing to take suggestions?
Lead generation strategy may require frequent alterations, especially if it does not generate the expected results. It has to be custom-made keeping your brand in mind.
5. Reliance on Social Media
Social media has become extremely popular for online advertising. Yet, it is important to analyze if you are only communicating with your target audience through the platforms or you are actually generating results?
Do you receive business queries? How many classify as qualified leads and have the probability of converting into sales? Look into these aspects before deciding on where you will invest how much.
A Final Thought
The quality of leads defines the real essence of a lead generation company. A good B2B lead generation company will work as an extension to you and make your business goals their own. You just need to identify such a company.