In addition to guest posting on the UpCity blog, CIENCE is featured as one of the Top Lead Generation Companies in the United States. Check out their profile!
Outsourcing lead generation is a monumental, sales-altering decision for any company. The market is filled with lead gen companies that provide a variety of different services. But is it a good thing?
Yes and no.
The more options available, the more opportunities you have to find the best fit; however, there are more chances to get lost in a sea of mediocrity.
Here are five vital points to consider when choosing the best lead generation company to grow your company’s revenues.
Things to Consider When Choosing a Lead Generation Company
1. Range of Lead Generation Services
Pay attention to the array of services that a lead gen company can provide. Though some companies specialize in one area, the multidimensional approach is more efficient.
According to Lead Forensics, multichannel campaigns boost ROI by 24%, and year-over-year, those companies maximizing a multichannel approach see a 9.5% increase in revenue gained along with a 7.5% decrease in cost per lead. That’s the power of strategy-driven lead generation. If you are in search of a lead generation company, your goal is to get new business, and multi-channel approaches are the way to do it.
An effective, professional B2B lead generation agency will be able to craft a strategy just for you and your needs. For that, they will need to have a detailed description of your perfect customer.
2. ICP and Buyer Persona
An ICP (Ideal customer profile) identifies companies and decision-makers that will be a good fit for your business.
A buyer persona is a map that helps your salesforce to understand your potential customers and build meaningful engagements with them. An ICP is used at the very beginning of a lead generation process, while a BP is used at every stage of your sales funnel.
An ICP is a part of a buyer persona, so these terms shouldn’t be used interchangeably. So, do you need them both?
If you don’t have an ICP and a BP, a professional lead generation company will work with you to build these two strategy guides. And even if you do, both BP and ICP are not a set in stone. Both should be living documents with adjustments and modifications made throughout the lead generation process, which will help with achieving better sales velocity and results.
Note: Consider it a map: to reach a destination, you have to set coordinates.
3. Quality to Quantity Ratio
Once you’ve set the coordinates with your ICP and BP, then lead generation begins. Where does lead generation begin, though? First, with high-quality leads.
Plenty of companies in the market will offer hundreds of leads for a low price. Be very careful with pre-generated lists. It may sound intriguing, yet it probably is a waste of time and money. They may have been used by someone else (even a competitor) already. They may not match your ICP, and there’s a high likelihood that those leads will be outdated. Paying for outdated leads takes away the shine of getting “a good deal.”
42% of B2B marketing professionals state that a lack of quality data is their biggest barrier to lead generation. Targeted human-driven research is the best thing out there. It has the best quality, up-to-date information, and a higher accuracy rate. It takes more investments and time to craft a lead list, but a higher return on investment.
It is the same with a generic price for lead gen services. Whichever lead generation company that you choose will represent your brand, so it’s worth taking the time to find the best quality to quantity ratio.
Note: Good leads can save money, find the best customer possible, and get you a deal out of the first meeting. That’s value!
4. Data Enrichment And Lead Qualification
Data enrichment is the process of filling in the gaps or updating existing lead information. Where does it come from? A lead generation company should be open about how they obtain information.
Once your data is ready, it has to be qualified. No matter how much data on a prospect you have, qualifying a lead can be done only through direct communication (email, call, social media, etc.). A person is contacted by an SDR/BDR, who will find out the answers to your specific qualifying questions. If your lead is qualified, the meeting can be set up, and the deal can be worked and closed by your Sales Executives. Make sure to ask how different companies handle qualification since it can differ greatly.
5. Expertise, Experience, and Reputation
Choosing a lead generation can feel like a leap of faith. Is there a way to find out if the company is reliable and capable of delivering on its promise?
Start with their website. Case studies show how a company solved certain business challenges. Check case studies in your industry to get a deeper understanding of processes and know-how.
Certifications show expertise and confirm the knowledge in various spheres. It’s like a school science fair: the best project gets a medal.
Partnerships mean that a company has been on the market for some time and have built their network. They’re going to be there for the foreseeable future. It doesn’t necessarily have to be the biggest or the loudest names there. Partners vouch for this company, which is a good sign of quality.
And last but not least, peer reviews. The opinion of other customers means a lot. Just 53% of people would consider using a business with fewer than four stars. If a majority of reviews from peers in your industry claim a lead generation service is excellent, then it probably is.
Note: Use sites like UpCity to find and compare reviews for a complete understanding of services and value. Pay attention to their general score and read up to ten reviews to have the full picture.
Lead generation is a must for your sales growth. It can feel overwhelming choosing the right lead gen company, but with the help of these five points, you will be armed to make the best decision.