Lead generation is one of those things that you can do alone, but probably shouldn’t. Like cutting your own hair, it’s not that deciding to do it yourself is inherently bad, but you might end up with a bowl cut straight out of 1995.
Here are the benefits of using a marketing firm for lead generation and why partnering with experts might be the best choice for your organization.
Perhaps the greatest benefit of using a marketing firm for lead generation is alignment. A great firm will know that while the ultimate goal is getting more leads, you won’t be able to achieve or sustain that without alignment throughout your entire program. So what do I mean when I say ‘alignment?’
Related Read: Lead Generation Guide: Basics of Lead Gen
First, I’m talking about sales and marketing alignment. What a marketing firm does to increase lead gen will support sales initiatives. A firm will be focused on bringing in the high-quality types of leads that sales needs. They’ll also enable sales with tools– such as email templates, ebooks, white sheets, etc.- to help them close deals. Furthermore, a marketing firm will also encourage input from sales to create a symbiosis of feedback and continual improvement.
I’m also talking about alignment with your business objectives and goals. One benefit of working with a marketing firm on lead generation is that they can help you ramp up your current targeting or pivot to a new market segment when necessary. They’ll be able to right-size your existing program with the tools and strategies to take your company where you want to go.
2) Multi-Faceted Strategy
Additionally, a marketing firm will be able to implement multiple strategies and tactics to increase your lead generation. Firms typically have experts in varying areas of specialty- an SEO expert, a social media expert, a content expert, for example- that make up their larger team. They’ll put their heads together to create a lead gen strategy that encompasses all different angles of marketing in a cohesive way to get the best results.
As your program grows, the needs of a lead generation program will change. Sometimes a paid media strategy to bring in leads isn’t always a good fit and maybe you actually need to back off on the social posting a bit. A firm will have the wherewithal and experience to implement these strategies (or not) and make changes as the program develops. Working with a marketing firm for lead generation means they will have the experience to know how – and when – to pull the right strings.
3) Automation Experts
A key element to lead generation is marketing automation. The right partner for your lead generation program will be an expert in this area. You can read more about the basics of marketing automation here, but in short, automation is a way to make your marketing work smarter and harder for you. Working with a marketing firm means you’ll have experts doing the setup and management on your behalf. They’ll work in your CRM to make sure incoming leads are nurtured and addressed appropriately.
A marketing firm will also be able to set up the parameters to sort your leads for you. They’ll be able to set up the automation to make sure the job candidate leads go to HR and any complaints go to Brenda in accounting. (Just kidding. Unless you want them to…). They’ll also be able to qualify leads appropriately, which is essential as higher volumes of leads start coming in. This means that leads can be screened for fit before they ever hit the desk of your salesperson. For instance, let’s say a lead comes in that meets most of your criteria to be a good lead, but isn’t ready to buy yet. They can be automatically enrolled in a drip campaign that nurtures them along to keep you top of mind, but they won’t be handed to sales just yet. A marketing firm will be able to help you identify your criteria and set up the backend work to make it all happen.
4) KPI Reporting
Because a lead generation program has many elements, tactics, and levers, it’s easy to get lost in the reporting weeds. A marketing firm will be able to narrow your scope and focus on the KPIs. Furthermore, they’ll be able to tell you what those KPIs actually mean. So your lead volume is way up but your traffic is down- what does that mean? Is it a problem? Do we like it? There’s always a story behind the numbers. A firm will be able to read it to you.
5) Unbias Insights
Another benefit of using a marketing firm for lead generation is that you’ll have a neutral, third party present to help with decision making. They’ll use those reporting insights we just talked about along with their combined experience to offer unbias solutions on how to move forward. It can be hard to see the forest through the trees and a firm will bring a new perspective.
Partnering with a marketing firm means you’re bringing a team of people whose sole objective is to help achieve your goals. This is important because starting up a lead gen program often means changes for internal sales and marketing team. It might be a new process to handle leads or an ask to do something new. A marketing firm will be able to discuss the big picture objectives and the reasons for change to encourage your team and make them feel comfortable with it.
6) More Leads
This benefit was so obvious I almost forgot it, yet it needs to be said. The biggest benefit of using a marketing firm for lead generation is more leads. Nothing is ever guaranteed, but when you bring on a firm with everything stated above – expertise, alignment, automation skills, etc. – it translates into a stellar lead generation program.
Lead generation is important. Actually, it’s critical. Without leads coming in the door, you’ll become stagnant. Working with a marketing firm for lead generation means more leads and company growth. A firm will be able to align your program with your business objectives and get your sales and marketing teams working toward a common goal. They’ll bring the experience and unbias insights needed to take your lead gen to the next level.