John Burson 
edited Monday, May 8, 2017

Originally Published:
Author: George Irish
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With so many B2B lead generation companies claiming to be able to drive traffic and increase leads, how can a Chief Marketing Officer (CMO) ever make a 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 how much ROI you can expect from the investment of their services, the time it takes to recoup your investment, and the savings their strategy saves in, on average, customer acquisition costs. If any of these questions results 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 improve on your weaknesses. Beware of B2B lead generation companies that don't listen to your concerns and 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, take that as a sign of communications down the road, and keep looking.

It's essential to take your time and find the right marketing company which will meet your specific needs, show a good ROI, and helps to generate qualified B2B sales leads that positively impact the bottom line.


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