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John Burson  edited Tuesday, August 5, 2025 |
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B2B Lead Generation Company: How to choose to get the best results?
Selecting the right B2B lead generation company can be a little tricky. Check out four critical parameters to help you make the right choice.AD
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Author: George Irish
Author’s Twitter handle: https://twitter.com/girishstrategis
Author’s LinkedIn Profile: https://www.linkedin.com/in/georgeirish
With numerous B2B lead generation companies claiming to drive traffic and increase leads, how can a Chief Marketing Officer (CMO) make an informed decision?
Consider these four important elements when deciding which of the B2B lead generation companies you will choose to assist your company with developing and executing lead generation best practices.
Can they show Return on Marketing Investment?
During the introductory meeting, ask questions about the expected ROI from their services, the time it takes to recoup your investment, and the average savings in customer acquisition costs. If any of these questions result in a blank stare and no cold, hard figures, you need to mark them off the list.
Check agency reviews and references
Inquire about the types of companies the B2B lead generation companies normally work with, and make certain they are somewhat familiar with your particular industry. Ask for a few references, and follow up with a phone call.
Are their services flexible?
Explain your company’s situation and gain assurance that the company can help you in reaching your specific goals and improving your weaknesses. Beware of B2B lead generation companies that fail to listen to your concerns and instead try to push a one-size-fits-all approach.
Is their follow-up impressive?
Hammering out inbound marketing strategies and creating plans to generate qualified B2B sales leads will not happen overnight. If the inbound marketing company's representative fails to return phone calls and emails on the front end, consider it a sign of potential communication issues down the road, and keep looking.
It's essential to take your time and find the right marketing company that will meet your specific needs, show a good ROI, and help to generate qualified B2B sales leads that positively impact the bottom line.
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