Lead generation is one of the most significant game changes for a company. It takes a lot of skill and patience. Thus, it is imperative to devote time to the lead generation process.
Many companies will invest in a B2B lead generation agency for this reason. It is a big decision to make for a company, so I wanted to explain what a B2B lead generation agency is and its services.
What is a B2B Lead Generation Agency
B2B Lead Generation Agencies have the goal to connect with businesses that sell a good or service to other businesses. The agency will help the business that they are connected with by getting them leads and customers.
To clarify, a B2B lead generation agency will help generate leads for businesses to increase their revenue.
During that process, the agency provides a variety of services which ranges from company to company.
Below, I have listed a few services that a B2B lead generation agency may offer.
B2B Lead Generation Services
Here are some services that typical agencies will have. Every agency has different approaches and techniques that work for them.
Some lead gen agencies may focus on fewer areas than others, so please ask an agency if you are interested.
This section is not a list of services that every B2B Lead Generation has. Again they are just some common ones you may find.
Lead scoring is the process of assigning “points” to every lead that is generated. Every company has a different system for assigning points, but the objective is to help prioritise leads.
This method will help the distribution of attention upon qualifiable leads that are likely to be customers. From this, the marketing or sales team can decide what actions to take with the prioritised leads. For example, emails, discounts, increased communication, etc.
Cold Emailing & Cold Calling
With B2B companies, you may see agencies that will do cold calls and cold emailing. A lot of companies are focusing on cold emailing more than anything for efficiency.
When people hear the term “cold calling”, they picture an office with people calling every person in the area. Sometimes that is the case depending on the company.
Instead, lead generation agencies are strategic and only call people within their target audience. This technique saves time and increases the lead conversion rate.
Again, the approach to these services may vary. Some companies may find a broader target audience, and some might narrow their search.
Content marketing is the consistent production of high-quality content. An agency may help with blog posts, guest posts, and ways to make your content more appealing.
Content marketing builds a solid foundation of content for your website. This process will show users that your company has experience and knows what they are doing.
Social Media Marketing
Again every agency is different, but some will have strategies to get leads on social media platforms. Depending on your niche, this can be Linkedin, Facebook, Instagram, etc. Often, there will be a team specialising in different platforms.
Social media marketing will help with brand awareness and encourage leads to visit your site. This service can include putting content out on social media, outreach, and optimising your profile.
Inbound marketing is the application of strategies to optimise your site. It allows customers to come to you and keep current customers from leaving. Included can be SEO, social media, events, etc.
This strategy does not involve reaching out directly to people. Instead, it aims to capture the attention of leads.
Lead management focuses on managing the progress of leads throughout the lead generation process.
This service can include various areas such a lead nurturing, conversion rates, data analysis, etc. It depends on the tools and resources a company has to track leads.
This next service can also vary, especially with B2B Companies. Leading nursing is precisely how it sounds. It is the process of developing relationships with potential leads. It is also the technique to reinforce relationships throughout the lead generation funnel.
The first step is getting the attention of potential leads, but a good portion of those leads fall out of the funnel. To keep leads from leaving, it is to connect with people you already have and build relationships with new leads.
Those were just a few services a B2B lead generation agency might offer. Again every agency is different and has its own approach and strategies. If you are looking into an agency, they may not have all the services I listed. Be sure to communicate with them if you are interested.