Should You Outsource Your B2B Lead Gen?

By April 2, 2019 June 24th, 2019 B2B Marketing
should you outsource your b2b lead generation

Let’s face it, Lead generation isn’t always that fun. Cold calling can irritate people. Consumers may unsubscribe. Making the sale is really the part we all enjoy.

However, timing is critical. Especially if you are starting a business. Developing a successful customer acquisition channel takes time. And if you are a founder, you don’t have a lot of it to deliver on your projected cash flow.

Prior to raising further funds, you need a process in place for lead generation. If you want to achieve growth fast, but lack the bandwidth, it may be time to consider outsourcing your lead generation.

Getting Started

Indecisiveness is still deciding. It’s a decision not to grow. Therefore, here are some of the things to look for in an outbound sales development firm:

Credentials

People can promise a lot when it comes to lead generation but produce very little. It is critical that a business asks any lead gen firm for their credentials. The company should be able to demonstrate past projects, performance, and successes. What type of value can they demonstrate for their clients?

It’s also important that they have expertise in your industry. They should be able to prove their knowledge of your specific market through case studies and referrals. Without this, consider another lead gen firm. There are plenty to choose from.

Strategy

A professional lead gen business will be able to give you a plan on how they will generate leads and what numbers you can expect. The longer a firm has been doing this, the easier it will be for them to provide you with that data. They must be able to pointedly show you what success looks like.

At this juncture, you should also inquire how much time the vendor will need to make the relationship work. Hiring a firm that requires too much of your time might not be worth choosing over in-house lead gen. They should also be able to tell you how many leads they can produce on a weekly/monthly/quarterly basis.

Custom

Many lead generation vendors will have their staff juggle multiple accounts during the day. This can detract from motivation and can kill performance. It wears them out. Look for a firm that has a dedicated employee to your project. Never hire a rep that is required to represent multiple offerings. This also increases the margin of error.

Asking how they screen, recruit, and train their team is a good way to understand how loyal they will be to your lead generation. Remember, these people can make or break your sales so it’s important to take your time building the relationship and asking the right questions.

Technology

Lastly, ask them what type of tools they are using to generate your leads. Do they strictly cold call or create landing pages? Do they practice email marketing? There are a variety of channels a firm can use to reach out when building your list. You may not want a company calling your potential leads, so it’s always important to inquire about their toolkit.

Key Benefits

There is a multitude of benefits to hiring a professional vendor for lead generation. Here’s a few to contemplate when considering outsourcing:

Efficiency

Outsourcing will save your business time and money. Your staff can focus on growth-driven tasks and apply their skills more directly. It saves on lead prospecting and allows a business to cut straight to digital marketing. Sales can divert focus to pipeline activities and closing deals.

Expertise

Since these people generate leads all day, they probably know the best places to find them. A lead generation firm can bring specific knowledge and expertise to the table. An unskilled in-house worker can burn through your target market quickly with a small number of sales generated.

Expansion

Hiring a lead generation firm allows a brand to expand their marketing horizons. The process is iterative and customer profiles will change over time. People move. They get married. These lists must stay updated as the scope shifts.

You don’t want to reach out to consumers with the wrong data. Hiring a professional ensures your lists are clean. They always understand how to leverage each channel to maximize your gains.

There is no rule that says you have to start with outsourcing and stick to it. Used in conjunction with in-house efforts, it becomes a powerful marketing strategy that produces optimum results.

Jonathan Sellers

Author Jonathan Sellers

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