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How to Find the Best Lead Generation Company

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Let’s face it quality leads are the lifeline of every company.

You can’t live without them (see link to blog article that explains why) but it’s tough to find them.

Part of the reasons is the expense and its time-consuming nature. We’ve detailed how to outsource the tough task of generating leads  in another blog.

But how do you find the best lead generation agency for your business? And what kind of criteria should you use to evaluate the success of the lead generation company you’ve enlisted?

Those are the kinds of questions that we’ll answer in this blog.

What to Look for in a Lead Generation Company

There are many lesser-quality lead generation companies out there that taint the entire industry.

Before getting into choosing the best lead generation company for you let’s look at what a lead generation company does and doesn’t do.

Get Sales and Marketing Teams to Agree

One of the key factors that influence the outcome of a lead generation campaign is the definition of what qualifies as a lead.

The best lead generation companies usually work with both sales and marketing teams to fully understand and clearly define exactly what they are looking for in a qualified lead.

Once a definition is agreed upon and every team member is on board, the real work of qualifying leads begins.

Expansive Market Coverage

Qualifying leads is a process, most times a tedious one. So many people take the easy route and move on to the next contact.

A lead generation company, however, takes the time and effort to qualify each of your contacts, despite unavoidable numbers of missed calls, voicemails, unopened emails, or other missed communication methods.

When prospects in your target market are left untouched, they will likely eventually go to one of your competitors.

Most good lead generation companies ensure that every prospect that meets your established definition of a qualified lead is sales-ready.

Real Market Intelligence from Real Conversations

The best lead generation companies train their staff to uncover market intelligence such as industry challenges, goals, priorities, industry trends, the competitive landscape, and more.

They will approach prospects not to merely rattle off a few questions, but to engage them in a real conversation.

Therefore, your sales team will be armed with insightful knowledge when they eventually reach out to your qualified leads.

Lead Nurturing

Lead generation companies take the time to build and nurture relationships with all leads. In most B2B industries, not every contact is ready to purchase right away. So pinpointing where they are in the buying process is critical.

Lead nurturing is one of the best perks of working with a lead generation company for two sales-related reasons:

  • Sales can begin to trust the quality of the leads of the leads from marketing.
  • Sales can focus on closing the deal instead of focusing on the quality of the lead.

Quantity Over Quality

The belief that more leads equal more closed opportunities is outdated. A good lead generation company will only hand over leads that are 100% qualified, based on the definition of a qualified lead established by working with your sales and marketing teams.

Qualified leads prospects turned over to your sales teams should’ve gone through leads processing, lead qualification and lead nurturing.

Lead generation companies that don’t follow this standard will not be nearly as effective as those that do.

Experienced Call Team

At a high-quality lead generation company, all call team members have an education in sales and marketing and have experienced various sales methodologies.

If the team charged with the responsibility of generating leads for your company has close to zero sales experience, expect your lead generation campaign to produce dismal results.

How to Find the Right Lead Generation Company

How to Find the Best Lead Generation Company

So now that you know a little bit about what a good lead generation company does, you might be interested in hiring one.

But what should you look for?

How should evaluate the various companies that are out there? Which one is best for your business?

Here’s how you can find the perfect lead generation company for your business:

  • Partnership – First of all, you don’t want a list of leads ……you want a partner. Look for a company that will work with you to understand your business and your market.

For instance, if you’re talking to a rep from a lead generation company that you’re considering and they make it sound like you’re just buying a list, terminate the discussion and continue your search.

  • Up to the Challenge – Also, make sure that the company rep seems interested in your challenges. If the company is up for the challenge they’re more likely to find leads that will convert.
  • Quality over Quantity – Search for a lead generation company that focuses on quality over quantity. If the marketing pitch is about the number of leads instead of the quality of those leads, then you need to move on to another prospect.

The number of leads you get matters little if they don’t relate to your target market.

  • Testing – You should also look for a company that does a lot of testing. Testing is how a great company truly qualifies its leads by weeding out the pretentious buyers.

Make sure you ask company reps about their testing strategies. If they can’t give you a good answer, that’s probably because they don’t emphasize testing.

  • Prospecting – An outstanding lead generation company does more prospecting than anything else. After all, that’s the nature of the business. Ask company reps what they do to first build an audience, then how they cultivate that audience and root out poor prospects.

Just because a lead generation company found a lead last month doesn’t mean that the lead is still a potential buyer in the future, so ask them how they keep up with prospects.

If you want to focus more on the mission of your business, consider hiring a lead generation company to manage your lead generation efforts.

Just make sure you find the company that’s best for your business model. Don’t be fooled by the lead generation companies that promise results and under deliver.

A good lead generation company generate actual business opportunities that sales can close, not just provide a set number of leads for their clients.

Fortunately, you don’t have to look beyond this blog to find a good lead generation company that will generate leads consistently and predictably at scale.

Contact us if you are really serious about finding an expert to help supercharge your lead generation efforts.