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How to Select a B2B Lead Generation Outsourcing Partner?

how to select a b2b lead generation outsourcing partner?

Table of Contents

Many B2B marketers place lead generation at the forefront of their content marketing endeavors. But what if your organization does not have the right resources to make lead generation a top priority? In such a scenario, considering an alternative approach – B2B lead generation outsourcing – is a practical and sensible option.

In fact, only 46% of marketers are equipped with well-structured lead management strategies. And they witness their sales teams following up on over 75% of generated leads. Such figures raise a red flag. After all, incomplete commitment often translates to suboptimal results for your business. 

Herein lies the compelling proposition of B2B lead generation outsourcing. It involves a dedicated team employing a laser-focused lead generation process that delivers quick wins. These wins, in turn, set the stage for substantial and rapid growth in your lead pool.

Intriguingly, research indicates that an outsourced B2B lead generation department can yield up to 43% better results than in-house efforts. Therefore, outsourcing lead generation ensures your company experiences tangible and sustainable growth. 

Now that you know why partnering with a B2B lead generation outsourcing agency is essential, let’s discuss the process of making the right choice for your company.

5 Elements to Consider in a B2B Lead Generation Outsourcing Company

To ensure the success of your lead generation strategy and make the most of your investment, you must ensure your agency possesses specific characteristics. Here are five critical elements to consider:

1. Niche and Channel Expertise

Your agency MUST demonstrate expertise and a deep understanding of channel specific sales lead generation. It must also know the specific channels relevant to your business. Otherwise, their capacity to acquire leads in your niche will be limited.

Hence, check if your partner:

  • Has a proven track record in your industry
  • Focuses its efforts on a particular channel, or at most, two to three.
  • Has tailored lead generation approaches

This distinction is essential since different industries and channels have unique lead gen challenges and nuances. 


Example 1

For instance, you may own a finance sector and looking to acquire business leads. You'll need a lead generation agency well-versed in the intricacies of the financial sector. 

Finance is heavily regulated. Hence, some acquisition channels may be restricted due to compliance requirements. Specific financial platforms may disallow certain advertising practices. 

To succeed in this space, the agency must be familiar with these regulations and have expertise in effectively communicating industry-specific terminology. 

Furthermore, gaining access to decision-makers within large financial institutions can be a formidable challenge.

Example 2

In contrast, the e-commerce industry is characterized by rapid changes and trends. A lead generation agency must be agile in its approach. This agility allows them to capitalize on various engagement methods and adapt to the e-commerce ecosystem. 

Furthermore, e-commerce companies vary in size, ranging from small startups to established giants. Understanding these nuances and being capable of engaging with diverse stakeholders is crucial for success in this sector.

Moreover, it's essential to recognize that even within one channel, such as cold calls, the effectiveness can differ across industries. For instance, when making cold calls to technology startups, you may find a higher receptiveness than approaching financial institutions. 

2. Clarity and Transparency

Gauge the extent to which your outsourced B2B lead generation vendor is forthcoming about their methodologies and strategies. Check if they can: 

  • Share operational insights
  • Lead generation case studies
  • Portfolio of satisfied clients
  • Independent reviews and testimonials
  • Real-world results and success stories
  • Client endorsements for lead generation

This aspect of transparency also relates to the depth of knowledge and insights they are willing to impart. Seek tips, templates, screenshots, videos, or any other content showing their willingness to share their operational processes.

NOTE: The most successful  B2B lead generation outsourcing companies do not solely focus on delivering exceptional services. They also strongly emphasize educating potential clients, equipping them with the knowledge and tools required to enhance their sales.

3. Social Validation

Credibility is rooted in references. Does the agency under your scrutiny possess a portfolio of commendable references? To validate the authenticity of testimonials, explore independent review platforms like Trustpilot, G2, or Yelp.

Furthermore, explore the agency's collection of case studies. Check if these case studies go beyond mere results and provide actionable insights like:

  • Description of challenges encountered
  • The corresponding solutions devised
  • The pivotal outcomes achieved

For instance: Check out the achievement narrative of one of Revnew’s clients – a course creation company – to witness these fundamental elements in practical use.

4. Team Compatibility and Alignment

While selecting an outsourced B2B lead generation agency, you MUST assess its team dynamics. You select the company, but ultimately, you'll collaborate with the individuals within that organization. Their mindset, values, and principles define whether your partnership will result in mutual success or potential shortcomings.

To assess this aspect, we advise that you inquire about the individuals who will be directly involved in your project. Consider the following details about the agency's team members:

  • Skill Sets: Examine their specific expertise relevant to your project. Are they well-versed in the techniques, tools, and knowledge required to achieve your objectives? Assess whether their skills align with your needs.
  • Collaboration Capabilities: Investigate their communication style and ability to collaborate effectively. Effective teamwork is vital for the success of your project. How well do they coordinate with each other and with your team?
  • Problem-Solving Aptitude: Evaluate their skills to address issues. Do they exhibit a proactive approach to countering challenges and finding solutions? A team with strong problem-solving abilities can navigate obstacles more efficiently.
  • Client-Centric Mindset: Assess whether they are focused on customers. Do they prioritize your needs and preferences? Do they showcase the best interests of your business in their actions and decisions?
  • Adaptability: Consider their flexibility in a dynamic business environment. Are they open to change and adjust to evolving circumstances and priorities?

Another critical facet to consider is how these team members approach their daily duties. 

  • Are they proactive in taking ownership of their tasks, even when it involves acknowledging and rectifying mistakes?
  • What is their work pace and level of responsiveness in handling responsibilities?

For instance, let’s say your company operates in a highly competitive market. Here, rapid responses to customer inquiries are essential. How comfortable would you be with a service provider who consistently delays addressing your urgent requests? 

On the flip side, suppose a service provider promptly attends to your needs. Then, it's a strong indicator that they are well-equipped to meet the expectations of your clientele.

5. Return on Marketing Investment (ROMI)

You must measure the value you're obtaining from your investments to assess the efficiency of your expenditures. One of the essential metrics for this evaluation is your ROMI. In its simplest form, you can calculate it with the following formula:

ROMI = (Revenue - Marketing Cost) / Marketing Cost * 100 

Consider a scenario where your company invests in a marketing campaign with a total cost of $20,000 over the course of a year. This campaign led to 500 new customers and generated $100,000 in revenue.

To compute your ROMI:

  • Calculate your Marketing Cost: $20,000
  • Determine your Profit: Revenue - Marketing Cost = $100,000 - $20,000 = $80,000
  • Compute ROMI: (Profit / Marketing Cost) * 100 = ($80,000 / $20,000) * 100 = 400%

In this instance, your ROMI stands at 400%, indicating a solid return on your marketing investment. Generally, when your ROMI exceeds 100%, your marketing endeavors yield substantial value.

PRO TIP: It’s a red flag if the outsourced B2B lead generation agency has all your initial information. However, it struggles to calculate and commit to measurable Key Performance Indicators (KPIs). ROMI is about prediction, not guesswork. Hence, you must scrutinize the guarantees they can offer and how effectively they fulfill those commitments.

Now, you’re equipped with the criteria for identifying an exceptional B2B lead generation outsourcing company. Next, it's time to put your knowledge into action and commence the search for reliable partners. 

PRO TIP: We recommend considering approximately three agencies and gathering comprehensive information about each to make an informed and judicious decision.

Key Questions to Ask Your Vendor When Outsourcing Lead Generation

Once you've assembled potential lead generation outsourcing partners, it's time to separate the wheat from the chaff. To better understand what your future collaboration might entail, pose these essential questions:

1. Knowledge and Methods

  • Do you possess prior experience in our specific industry? Have you studied our domain, assessed competitors, and run a/b tests?
  • What lead generation techniques do you employ, and do they align with our preferences? 
  • Can you describe their process for achieving our goals? 
  • Do you have clear, documented processes with assigned responsibilities?
  • How do you handle unexpected challenges? What’s your approach to risk management?
  • What are your reporting methods?
  • What methodology do you employ, and what makes it effective? 
  • Do you have any successful case studies as evidence?
  • What technological tools do you leverage? 

2. Assurances

  • How do you manage lead quality? 
  • Do you have a realistic plan for lead conversion – backed by an in-depth analysis of our Ideal Customer Profile (ICP) and market research?
  • What measures are in place to guarantee success? 
  • Are there any relevant playbooks that show how you secure each project stage?

3. Financial Aspects

  • What's your pricing model? 
  • Have you arrived at the cost after assessing our specific project? 
  • Do you think these costs align with our goals, industry dynamics, and target market?
  • What does the contract structure include? Does it outline KPIs, services, contract duration, ownership, confidentiality, and more?

4. Additional Considerations

  • Where do you source leads? 
  • What are your strategies and tools used to match our ICP?
  • Do you qualify leads or just gather contacts?
  • Do you have lead quality assurance? 

Remember, while these questions are valuable, how they interact with you is equally important. Are they adaptable, open to discussions, and responsive to your specific needs and concerns?

5 Common Pitfalls to Avoid When Outsourcing Lead Generation

If you're new to the world of outsourcing lead generation, you should steer clear of some common missteps. Here are five mistakes you should be vigilant about:

1. Neglecting to Connect with the Full Team

Just because you connect with the initial sales representative doesn't guarantee a seamless relationship with the entire team. Familiarizing yourself with all team members is critical to ensure a productive collaboration.

2. Not Defining Clear Objectives

Failing to establish well-defined goals with your outsourced B2B lead generation partner can lead to misalignment and disappointment. 

Therefore, outline your expectations, target metrics, and the specific outcomes you aim to achieve from the partnership. Its clarity ensures both parties are on the same page and working toward a common purpose.

3. Overlooking Regular Performance Evaluation

Failing to periodically assess and review the performance of your outsourced lead generation partner can be a costly oversight. 

Regular evaluation allows you to:

  • Gauge the effectiveness of their strategies
  • Make necessary adjustments
  • Ensure your partnership remains on track to meet your goals

4. Fixating Processes Over Outcomes

While understanding an agency's processes is vital, it's a mistake to prioritize them over tangible results. The quality and speed of testing hypotheses yielding positive outcomes are more significant. 

A robust approach, thorough research, and well-structured playbooks are valuable, but they should ultimately lead to concrete results.

5. Opting for Agencies without Proprietary Technology

Relying solely on external tools and technology can leave an agency powerless when technical glitches occur. Opt for agencies with their proprietary technology; this way, they can at least estimate when issues might be resolved.

PRO TIP: Be cautious of companies that consistently promise future results without showcasing current successes. Actions speak louder than words, so it's wise to proceed carefully if they can't demonstrate tangible results today.

Why Should Revnew Be Your Go-To B2B Lead Generation Outsourcing Partner?

By now, you must have realized that any outsourced B2B lead generation agency cannot fulfill your needs. Here, Revnew surpasses ordinary lead generation services to turbocharge your sales pipelines.

Our B2B lead generation solutions have empowered numerous businesses to enhance their pool of qualified sales leads – while simultaneously reducing their cost per sale through:

  • Enhancing the overarching marketing strategy
  • Fine-tuning brand messaging
  • Ensuring a consistent flow of lead generation results

Our unique approach, which blends technology with outbound sales development, is geared toward fostering sustained growth. Revnew is an ideal enterprise partner at any phase of the buyer's journey.

Final Word

Choosing the right outsourced lead generation partner can significantly impact your sales and business success. Conversely, the wrong choice can result in financial losses and harm your reputation.

To maximize the benefits of working with a B2B lead generation outsourcing agency, evaluate and compare up to five potential partners. Examine their expertise, reviews, methodologies, and team interactions. Then, conduct interviews to find the best fit.

At Revnew, we prioritize predictable outcomes and transparent communication. Our approach employs industry specific lead generation best practices – a combination of artificial intelligence, technology, and human intelligence. So why the second thoughts? Get More Leads Now!

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