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How and Why You Should Outsource Your Lead Generation Program

By November 6, 2015November 20th, 2015Digital Marketing, Inbound Marketing, Strategy

If you’re reading this, it’s because you want more qualified leads for your business.

And you probably don’t have time to do it yourself or with your current internal resources. A good marketing agency can take this off your plate, and run lead generation programs in the background while you focus on what matters most—closing new business.

So – why should you outsource lead generation?

Let’s start with the why, because that’s easier. Because you’re either too busy to do it yourself, or you don’t know what to do, or both. Lead generation now happens mostly online, as some 92 percent of shoppers for everything from consumer goods to capital equipment research online before contacting a supplier. Many sales executives are simply unfamiliar with the methods of engaging customers in this process, and converting searchers to leads and leads to customers.

So – how do you outsource lead generation?

You want to find the right partner—either an agency or contractor to build, manage and continuously improve your online lead generation. Here are some things to keep in mind that can help you find the right resource as quickly as possible.

1) Look for someone certified in one or more of the most popular marketing automation software platforms.

Ultimately, the best lead generation is flexible and automated, and platforms like HubSpot, Marketo, SharpSpring and others have been designed to make it as easy as possible to build and manage campaigns. They feature tools for blogging, social publishing, creating emails, landing pages and calls to action that are the infrastructure of lead generation programs—all the things you don’t have time to do! These platforms have partner programs with various levels of certification, and the certifications are legit. HubSpot, for example, forces regular testing and consulting to make sure their partners are top notch.

2) Look for domain expertise.

To be successful in generating qualified leads, an agency or freelancer must be able to speak the language of your industry and your customers. This is especially true in business to business marketing, where customers are typically very knowledgeable about their business and can sniff out empty marketing ­speak very quickly. Vet any agency on their knowledge of things like the key drivers, pain points and players in your industry.

3) Make sure they measure everything.

Any digital marketer worth his or her salt is relentlessly focused on reaching measurable goals. That’s the beauty of online marketing, after all. It is increasingly easy to measure traffic, leads and sales, and to close the loop between marketing initiatives and closed business.

4) Be patient, but not too patient.

It can take time to build a successful online lead generation program, especially if you’re starting with low web traffic and low search rankings. Publishing new content through search ­optimized blogs and web pages will raise your rankings in direct proportion with the frequency and consistency of your efforts. Still, if you’re not seeing significant ROI after 6­-12 months, it’s time to have a frank conversation about whether the relationship is working out.

Outsourcing lead generation can make your life much easier. You get more qualified leads with less effort. Finding the right partner to help you can save precious time and keep your sales team busy doing what it does best. You get a team that is constantly out there capturing traffic, leads and sales, and is accountable for the results–without adding and managing additional employees.

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