Building leads is a crucial component of any successful (and growing!) business. However, it can be challenging for companies to develop and execute a prospecting strategy on their own. That’s where lead generation agencies come in. An agency can help you create a robust lead generation strategy, identify potential customers, and nurture them until they become paying customers.

But how do you find the right agency for your business? Here are six tips to help you find the right fit.

1. Define your goals

Before you start looking for an agency partner, it’s essential to define your goals. What are your ambitions for growth? Where should you focus your efforts? What metrics will define success?

Next, think about what you want to specifically achieve with your lead generation strategy. Is the goal to immediately increase sales? To expand your pipeline beyond your traditional customer base? Or to build up leads in your database as part of a longer-term growth strategy? Having a clear understanding of your goals will help you find an agency that can help you achieve them.

An agency that has a firm grasp on aligning sales and marketing will lead this conversation starting with your first meeting. You can tell a lot about their expertise from the kinds of questions they ask!

2. Evaluate their experience & results

If increasing leads is your top priority, partnering with an agency that has the right tools and tactics is key. This includes utilizing automated email sequences, content creation specifically tailored to the attraction stage of the sales funnel (such as blogs, guides, and pillar pages), SEO and organic search expertise, direct marketing outreach, and digital ads.

Don’t forget to ask about the lead generation tools they use! These tools automate the process of finding and qualifying potential customers, providing valuable insights into customer behavior and preferences. With this information, the agency can create targeted campaigns that effectively engage your audience.

When choosing an agency, look for one that has experience working with businesses facing similar goals and challenges. Review their case studies or ask for references from their previous clients. And ask them to provide you with data to demonstrate the impact of their efforts. This will provide insight into their experience, how they work with clients, and the results they can achieve.

3. Ask about their approach

Agencies will use different approaches to generate leads. Some may focus on inbound marketing strategies (such as content marketing), while others may use more traditional outbound marketing techniques (including cold calling, advertising, tradeshows and direct marketing). Some will use both.

With inbound marketing (typically a digital approach), the goal is to use tactics that inspire customers to reach out to you – which creates a more authentic experience. With outbound marketing, you are reaching out to them (which may involve more effort on your behalf).

It’s important to understand their approach and see if it aligns with your business goals and values – not to mention the strengths and capacity of your sales team!

4. Look for a partner, not a vendor

When working with an agency, it’s important to find a partner, not a vendor. A good agency will work with you to understand your business goals, target audience, pain points and sales process. They will collaborate with you along the way to develop a customized strategy that meets your specific needs. It should feel as though you’re in it together!

5. Don’t underestimate the importance of communication

Regular and timely communication is crucial when choosing an agency. Ask if they have a set process in place (including updates at key milestones). Look for an agency that is responsive, transparent, and open to feedback. If you’re working with an agency on a retainer basis, weekly updates are very helpful to ensure everyone is on the same page.

At Everbrave, one of our core values is “No surprises in time or money.” By staying on top of projects, we are able to quickly identify and communicate any red flags that may affect budget or timelines. This not only keeps projects on track; it establishes greater trust and reliability. Both of which are cornerstones of a successful client-agency partnership.

6. What value are you getting from your investment?

Pricing is an essential factor when choosing an agency. Shop around for an agency with a pricing model that works for your business. And no, that doesn’t mean simply choosing the one with the lowest cost.

Some agencies may charge an ongoing monthly price (a retainer model). Many bill on an hourly or project basis, while a few will charge based on the results. Ensure you understand their pricing model and how it aligns with your revenue, growth objectives and budget.

At Everbrave, we allow clients to choose from multiple pricing structures. Often, we find that the model may change as clients grow and their needs change!

An agency focused on lead gen is focused on results.

Having an experienced agency partner that is committed to supporting your growth can make a significant difference in the success of your lead generation strategy – and help you convert those leads into sales. When you find the right agency, you can trust them to help your business meet its growth goals.  And who knows, you might even enjoy a beer together to celebrate your successes!

So, take the time to find the right agency partner, and you’ll reap the benefits of a successful strategy and a long-term partnership.