Lead generation is at the core of any successful marketing strategy—it is the job of the marketing team to drive demand and interest that ultimately results in customers. A lot of marketers face internal obstacles that keep them from being as successful as possible when trying to generate leads and this is where hiring a lead generation agency can really help boost productivity and achieve real results.
Here are 9 undeniable reasons to partner with a lead generation agency:
1. Access a Team of Experts
A lot of internal marketing teams are filled with employees who are doing their best to know everything. Marketers are called on to be subject matter experts, writers, copy editors, search optimization experts, graphic designers, conversion analysts, social media strategists, branding masters and so much more.
The best lead generation agencies will give you access to a specialized team of experts that will support your internal marketing team and help add a level of complexity to your marketing program that can be hard to achieve internally without hiring a lot of employees.
2. Focused on Results
The great thing about partnering with an agency is that they aren't inundated with the day-to-day tasks of your company. Their primary goal is to drive results for your business, in fact, this is how they provide value to your company and prove their worth.
With an agency focused on driving new leads to your company through your website, you can focus on other initiatives, goals, and priorities.
3. Get the Most of Your Marketing Automation Software
Marketing automation software has come a long way in the past 10 years—marketers have access to more tools, analytics and workflows than we ever have before and staying current on the trends in the marketplace can be a full-time job in itself.
Just think about all the options: HubSpot, Marketo, Vocus, Eloqua, Infusionsoft, GoToMeeting, GoToWebinar, Zapier, Google Analytics, Google Keywords, Google Adwords, Crazy Egg, Wistia, Serps, Moz, SpyFu, MailChimp, Survey Monkey, Salesforce, Sidekick, Twitter, Facebook, LinkedIn... just to name a few!
If you already use a certain set of tools, look for an agency that specializes in those tools. They'll be able to help you get the most out of your existing investment.
4. No More Cold Calling
Only 2% of cold calls result in an appointment. (via Leap Job)
Two Percent—this is a really ineffective use of time for your sales team. When working with a lead generation agency your company will be able to spend less time cold calling and more time talking to prospective customers that are ready to make purchasing decisions.
5. Create Lead Prioritization and Follow-Up Strategy
Using lead scoring can be another way for your sales team to save valuable time. By using lead scoring, you can decide when a lead is at a point where it makes sense for your sales team to follow up – or if lead nurturing might be a better path.
This kind of process goes a long way to develop trust with your potential customers. It's important to follow up with leads when they are ready to hear from you, but you can scare a lead away too quickly if you follow-up with them too early in the process as well.
6. Shorten the Sales Cycle
When you have an established lead flow, well-qualified leads are easy to identify. This means that it's straightforward to understand when buyers are showing signals they are ready to be approached by a sales person. Just think about your actions when you're in a store and ready to purchase—you ask questions, you gather information and then you seek out a salesperson to help you make the final purchase.
The same is true with online buyers. When your lead generation agency is able to help you identify those key buyer research moments and map them to your buyer journey, it becomes easy to tell where your prospects are in the journey and connect with the leads that are ready to buy.
7. Get Found Online
Our goal as a lead generation agency is to help your company get found on Google—we create a blog strategy that is search engine optimized to help your potential prospects find you in search using relevant content that's strategically aligned to the buyer journey. We also help you convert those organic visitors to leads and leads to customers.
8. Stop Using PPC and Purchased Lists
Many companies spend a lot of money to get found on Google using PPC ads. The problem with this is that this strategy only works as long as you keep paying money. Our goal as a lead generation agency is to help you earn your place on Google so that you can stop paying for expensive AdWords campaigns and purchased lead lists.
But don't worry, our organically curated lists will be filled with prospects that are interested in what your company has to offer.
9. Leverage an Established Lead Generation Playbook
One of the key factors in any successful lead generation campaign is understanding how the game works and being able to implement successful content so you don't miss important opportunities.
When looking for a lead generation agency, make sure to work with a company that has an established playbook and can demonstrate that they have ideas that will take your marketing to the next level.
When you meet with an agency, ask them to show you these important pieces of the lead generation puzzle:
- SEO Strategy
- Blog Strategy
- Content/Offer Strategy
- Lead Generation Success
- Closed-Loop Metrics (Visitor to Lead to Customer)