In the fast-paced world of B2B sales, lead generation is the holy grail every business is chasing. It’s not just about filling your pipeline; it’s about fueling it with qualified leads that actually convert. But for many founders, CEOs, and sales heads, the big question lurking in the room is: “Should I hire a B2B lead generation agency?”
The answer isn’t as straightforward as a yes or no. Instead, it’s more nuanced, and getting it right requires an honest assessment of where your business stands. Hiring a B2B lead generation company at the wrong time is like putting the cart before the horse-it’s destined to stall. But doing it at the right time? That’s where the magic happens.
So, how do you figure out if you’re ready to partner with a lead generation agency? Ask yourself these four critical questions before making the leap:
1. Do You Have Product-Market Fit?
Let’s start with the elephant in the room. A lot of early-stage companies get excited about hiring a B2B lead generation company. They picture a steady stream of leads rolling in while the sales team works its magic. But here’s the harsh truth: Unless you have a solid product-market fit, even the best lead generation agency won’t turn things around for you.
What does product-market fit look like? At a high level, it means you’ve validated that there’s actual demand for your product or service. A good litmus test is to look at your existing paying clients and your conversion rate.
20+ paying clients: If you’ve already closed over 20 paying clients and they’re sticking around, you’re off to a good start.
Reasonable conversion rate: A conversion rate of 15% or higher on your existing leads is usually a green flag that your product resonates with your target audience.
If you’re struggling with low conversions or a lack of paying clients, hiring a B2B lead generation agency might burn through valuable leads without producing meaningful results. Instead, focus on refining your product, your messaging, and your understanding of your ideal customer.
2. How Does Your Top of the Funnel Look?
Your sales funnel is the lifeblood of your B2B business. Before bringing in a lead generation company B2B, you need to evaluate the health of your existing lead flow.
Lead Sources: Are you generating leads from multiple sources-organic, referrals, inbound, or social media? Take a look at your current funnel. Filter for basic qualifying criteria: Are these leads aligned with your target audience? Are they sufficient to meet your revenue goals?
Deals Added Weekly/Monthly: How many new deals are being added to your funnel on a weekly or monthly basis? This number gives you insight into whether you’re covering enough ground.
Revenue Goals: Will your current top-of-the-funnel activity help you achieve your future revenue targets? And more importantly, does it allow you to achieve sufficient market coverage?
If your answers to these questions highlight gaps in your funnel, it may be time to consider outsourcing your lead generation efforts. A B2B lead generation company can help fill those gaps with a steady influx of qualified leads, boosting your revenue potential.
3. What Percentage of Your Deals Come From Outbound?
Let’s get specific. How much of your current deal flow comes from outbound efforts?
If the majority of your deals are coming from inbound leads or referrals, you might be missing out on a huge chunk of your market. Outbound lead generation is incredibly powerful for tapping into audiences who may not be actively searching for your solution but are an excellent fit nonetheless.
But here’s the catch: Outbound campaigns require precision. It’s not just about sending emails or making phone calls to random companies on a list. It requires a well-researched approach that targets the right people, at the right companies, at the right time.
This is where a B2B lead generation agency shines. They bring expertise in crafting tailored outbound strategies that drive results. So, if outbound is a small slice of your sales pie, it’s worth exploring how an agency can take it to the next level.
4. Does Your Team Have the Bandwidth (and Skills) to Handle Outbound Leads?
Even if you have product-market fit, a decent top-of-the-funnel, and a hunger to scale your outbound efforts, your internal team’s capacity is the final piece of the puzzle.
Is your team overworked? If your sales and marketing teams are already stretched thin managing inbound and referral leads, piling outbound efforts on their plate could lead to burnout-and missed opportunities.
Does your team lack outbound expertise? Outbound lead generation is an art and a science. It requires a specific skill set-crafting compelling cold emails, handling objections, following up persistently (but politely), and nurturing relationships over time. If your team doesn’t have experience running outbound campaigns, an agency can help bridge the gap.
Hiring a B2B lead generation agency doesn’t just free up your team’s time; it also lets you tap into specialized knowledge that can fast-track your results. An agency comes equipped with the tools, processes, and expertise needed to run highly targeted outbound campaigns while your internal team focuses on closing deals.
Final Thoughts: Should You Hire a B2B Lead Generation Agency?
If you’re nodding along to most of the points above, chances are you’re ready to bring in a lead generation company B2B. But if your answers are more “maybes” than “yeses,” take a step back and evaluate your readiness.
The big takeaway here is that hiring a B2B lead generation agency isn’t about taking a blind leap of faith. It’s about making a strategic decision based on data, capacity, and readiness. By asking the right questions, you can avoid wasting time, money, and resources-and set yourself up for success.
Pro tip: If you’re still on the fence, start small. Many lead generation agencies offer trial campaigns or short-term contracts. Use these to test the waters and assess whether their approach delivers results for your business.
In another blog, we’ll dive into the age-old debate: Should you build your lead generation efforts in-house or outsource them to an agency? Spoiler alert: It’s often better to start with an agency, learn the ropes, and scale in-house once you’re ready. But we’ll leave that detailed discussion for another day.
For now, take a deep breath and answer these four questions honestly. Your leads-and your bottom line-will thank you for it. If you’d like to learn more about our lead generation services, drop us a line here.
