What to look for in a B2B lead generation agency

Silvio Bonomi
Jun 7
10 min read

Updated: Sep 6

Choosing the right B2B lead generation agency can make or break your sales pipeline. The right partner boosts revenue with high-quality leads, while the wrong one wastes time and money. Here’s a quick guide to help you make the best choice:

Key Takeaways:

Understand Your Needs: Identify gaps in your sales pipeline (e.g., lead quantity vs. quality) and set clear, measurable goals.
What to Look For:
- Industry Experience: Agencies familiar with your market can deliver better results.
- Lead Qualification Methods: Structured lead scoring and qualification processes ensure high-quality leads.
- Multi-Channel Outreach: Effective agencies use email, LinkedIn, phone calls, and more to reach prospects.
Measure Results: Track metrics like cost per lead (CPL), conversion rates, and ROI to evaluate performance.

Quick Checklist:

Define your business goals and pain points.
Check the agency’s track record with case studies and testimonials.
Ensure they use tools like CRM and analytics for data-driven decisions.
Look for transparency in reporting and regular performance reviews.

By focusing on these factors, you can find an agency that aligns with your goals and delivers measurable results.

Top 5 B2B Lead Generation Tools of 2025

Know Your Business Needs Before Hiring an Agency

Before diving into the search for the perfect agency, take a step back and assess your own business needs. What challenges are you facing? What goals do you want to achieve? This self-reflection is key to ensuring you don’t end up partnering with an agency that might sound impressive but doesn’t address your specific pain points. Start by carefully evaluating each stage of your sales pipeline to uncover areas that need improvement.

Find Gaps in Your Sales Pipeline

Your sales pipeline is a good place to start when identifying weak links. Break it down step by step, starting with your lead flow. Are you struggling to attract enough leads, or is the problem that the leads you’re getting aren’t converting? A lack of leads points to a quantity issue, while low conversion rates suggest a quality problem.

These challenges are more common than you might think. For instance, 51% of sales professionals report difficulties in generating leads, and 37.1% of marketers find inbound lead generation particularly challenging. On top of that, bad data eats up over 27% of a salesperson’s time, directly affecting the efficiency of your pipeline.

Take a closer look at your conversion rates. On average, the industry standard for moving marketing qualified leads (MQLs) to sales qualified leads (SQLs) hovers around 13%. However, the reality often falls short - 79% of MQLs don’t convert due to insufficient nurturing, and nearly half of marketers (48%) send MQLs to sales without proper vetting. It’s no wonder 42% of sales professionals cite poor-quality leads as a major hurdle.

Data accuracy is another critical factor. Outdated or incomplete information, such as incorrect email addresses or disconnected phone numbers, can sabotage even the best campaigns. Look for patterns like frequent email bounces or unreachable contacts - these are red flags that your data needs attention. Improving the quality of your data not only smooths your outreach efforts but also sets the foundation for accurately measuring success later.

Set Clear Goals and Success Metrics

If your goals are vague, your results will be too. To avoid this, set clear, measurable targets. Start by identifying your broader business objectives - whether it’s boosting revenue, launching a new product, or breaking into a new market - and work backward to define what success in lead generation should look like.

Use the SMART framework to shape your goals: they should be Specific, Measurable, Achievable, Relevant, and Time-bound. This clarity is essential, especially when working with an agency to achieve measurable outcomes. Keep in mind that 47% of marketing professionals struggle to prove the ROI of their campaigns.

"The process always begins with a comprehensive client consultation to thoroughly understand their business objectives and priorities. The goal is to help our clients choose KPIs that are relevant and meaningful."– Ruben Roel, President of Investigator Marketing

Break down your annual goals into smaller, manageable milestones - monthly or quarterly targets work well. This not only makes it easier to track progress but also allows for adjustments along the way. Consider both lead measures (actions you can control, like outreach efforts) and lag measures (results like conversion rates).

Familiarize yourself with industry benchmarks to set realistic expectations. For instance, a common dials-to-meeting ratio is around 18:1, email response rates average about 10%, and LinkedIn outreach response rates typically range from 20% to 50%.

Finally, assess your internal capacity. If you suddenly see a surge in leads, can your sales team handle it? Do you have systems in place to nurture prospects effectively? Businesses that excel at lead nurturing generate 50% more sales-ready leads at 33% lower costs.

Document your current metrics, desired improvements, and timelines. This documentation acts as a roadmap for tracking agency performance and ensures everyone is on the same page about what success looks like. These benchmarks will be invaluable as you evaluate agency performance and ROI in the next steps.

What to Look for in a B2B Lead Generation Agency

When you have clear goals and specific needs, choosing the right lead generation agency can make a world of difference. The right partner boosts your sales pipeline, while the wrong one wastes time and resources. By aligning potential agencies with your business objectives, you can find a partner that delivers meaningful results.

Industry Experience and Proven Results

An agency with experience in your industry already knows the nuances of your market. They understand your audience’s pain points, speak their language, and know how to craft solutions that resonate. This familiarity means they’ve already tackled the challenges of understanding buyer personas and your competitive landscape.

Ask for case studies that include measurable outcomes like conversion rates, pipeline growth, and timelines for results. Pay attention to the types of clients they’ve worked with. For instance, if your target audience includes C-level executives, make sure the agency has a track record of crafting messaging that appeals to this group. It’s worth noting that 57% of C-level and VP buyers prefer phone calls over other communication methods. Beyond their experience, it’s essential to evaluate their process for filtering and qualifying leads.

Lead Qualification Methods

Not all leads are created equal, and a strong agency knows this. They should use a structured approach to qualify prospects before passing them to your sales team. Ask about their lead scoring models and how they define a qualified lead for your business. Companies that use lead scoring models report a 77% boost in ROI from their lead generation efforts.

Additionally, a good agency will leverage intent data and analytics to identify prospects actively researching solutions like yours. Their follow-up strategy should include multiple touchpoints over time to nurture leads effectively and guide them toward conversion. Once leads are qualified, engaging them across multiple channels is key to success.

Multiple Outreach Channels

Relying on a single outreach method can leave you missing opportunities. For example, cold calls alone have a conversion rate as low as 2%. That’s why a multichannel approach is critical. The best agencies understand that different prospects prefer different communication channels. Some respond to phone calls, while others are more likely to engage with LinkedIn messages or email sequences.

Look for an agency that can coordinate efforts across various channels, including cold email campaigns, LinkedIn prospecting, phone outreach, and content syndication. For example, using a 4-7 email sequence instead of just 1-3 emails can triple response rates. Messages should be tailored to individual prospects to increase engagement and conversions.

On top of that, the agency should be skilled in using automation tools to streamline efforts without compromising personalization. They should also be adaptable, fine-tuning their outreach mix to align with your specific audience and goals.

How to Measure Agency Results and ROI

When you team up with a lead generation agency, keeping tabs on their performance is crucial. The right metrics will show whether your investment is delivering results and help you decide if the partnership is worth continuing.

Track Lead Quality and Conversion Rates

Start by calculating your Cost per Lead (CPL). Divide your total marketing spend by the number of leads generated. But don’t stop there - an affordable CPL isn’t enough on its own. It’s just as important to focus on lead quality. In fact, 40% of senior B2B marketers prioritize lead quality over quantity.

To assess lead quality, look at three factors: how well the leads fit your target audience, how engaged they are, and whether they’re ready to buy. A dependable agency should deliver leads that check all these boxes. Then, measure how many of those leads convert into paying customers. This will indicate if the agency is bringing in prospects who are genuinely ready to make a purchase.

Another key metric is your sales cycle length. Compare how long it takes for agency-generated leads to move through the pipeline versus leads from other sources. Pre-qualified, high-quality leads typically progress faster. To keep things organized, implement a clear lead scoring system. It’s worth noting that 15% of sales teams say their biggest challenge is the lack of high-quality leads.

Once you’ve evaluated lead quality and conversion rates, it’s time to measure the broader business impact.

Calculate ROI and Business Impact

To understand the full value of your agency partnership, calculate your ROI. A helpful metric here is Customer Lifetime Value (CLV), which gives you a sense of the long-term revenue potential tied to your investment. Use the ROI formula:

((Net Profit ÷ Cost of Lead Generation) × 100).

For example, if a customer acquired through the agency has a CLV of $24,000 and your total acquisition costs are $480,000, the ROI would be:

(24,000 × 100 - 480,000) ÷ 480,000 = 400%.

On average, businesses earn $5.44 in revenue for every $1 spent on lead generation campaigns, equating to a 444% ROI.

To maximize your results, compare performance across different channels. While social media may generate cheaper leads, those leads might not convert as well as leads from other sources. Detailed attribution is essential to pinpoint which strategies work best.

Set realistic benchmarks and regularly review your progress. Since market conditions can shift, it’s a good idea to revisit your ROI calculations monthly or quarterly. Companies that conduct regular pipeline reviews see a 15% higher win rate compared to those that don’t.

Keep in mind that success isn’t just about immediate revenue. Factors like customer satisfaction, brand reputation, and long-term relationships also play a big role in driving sustainable growth.

"When you hold your lead gen strategies accountable for providing a certain ROI, you will be able to make good decisions about which prospecting and marketing activities you should invest in." - Kathryn Cardin, KellerINK

To track lead progression and attribute revenue accurately, consider using tools like Google Analytics, HubSpot, or Pardot. These platforms can help ensure you don’t accidentally double-count leads across various touchpoints.

Making the Right Choice for Your Business

Choosing the right B2B lead generation agency is about more than just finding a service provider - it's about partnering with a team that truly understands your business and can deliver results you can measure. To make a confident decision, you need to clearly define your goals and evaluate potential agencies based on their ability to meet those needs.

Start by identifying exactly what you're looking for. Are you focused on generating large accounts or smaller sales leads? Do you need help attracting prospects through an inbound strategy, or are you looking for an outbound approach to reach them directly? Pinpointing your specific challenges will help you zero in on agencies that have the expertise to address them.

Once you've outlined your needs, take a close look at the agency's track record. Look for concrete evidence of their success, such as case studies, client testimonials, and performance metrics that align with your goals. A strong agency will have a solid understanding of your sales cycle, buyer behavior, and the messaging that resonates with your audience.

Technology and customization should also be top priorities. Make sure the agency uses a reliable tech stack, including CRM systems, email automation, and analytics tools, and that they can tailor their outreach strategies to your market. A multi-channel approach is often the most effective way to connect with prospects.

Transparency is another must-have. A dependable agency will provide regular, data-driven reports and adjust strategies based on performance. For instance, companies that implement lead scoring models often see a 77% boost in ROI. Be sure to ask how they measure and optimize lead quality over time.

As you narrow down your options, take the time to interview potential partners. Assess their communication practices, compare pricing models, and determine whether their services can scale with your business. The best agencies focus on driving long-term revenue growth rather than just delivering a list of leads. If you're unsure about committing, consider starting with a trial run to evaluate their performance.

FAQs

How can I tell if a B2B lead generation agency has the right experience for my industry?

To figure out whether a B2B lead generation agency is a good match for your industry, start by digging into their past work. Check out case studies or examples of campaigns they've successfully managed in your field. This can give you a sense of how well they understand your market. It's also worth asking if they've worked with businesses like yours in terms of size and type - this can be a strong indicator of their ability to tackle your unique challenges.

Another important factor is whether their sales team or SDRs have experience in your niche. This familiarity can make a huge difference when it comes to connecting with your target audience effectively. Lastly, don't hesitate to ask for references from clients in your industry. Hearing directly from others about the agency’s performance and results can provide valuable insight. Picking an agency with a proven track record in your sector can play a key role in reaching your lead generation goals.

What metrics should I track to measure the success of a B2B lead generation agency?

To measure how well a B2B lead generation agency is performing, it's essential to keep an eye on a few key metrics that reveal their impact:

Lead Conversion Rate: This tells you what percentage of leads actually become paying customers. It's a clear indicator of how effective the agency's strategies are at driving results.
Cost Per Lead (CPL): This tracks how much you're spending to acquire each lead. It’s a great way to understand whether their efforts are financially efficient.
Sales Qualified Leads (SQL): This counts the leads that are ready to move to the sales team, giving you a sense of the quality of leads they’re delivering.
Return on Investment (ROI): By comparing the revenue generated with the costs involved, you can see if their work is adding to your bottom line.

Keeping tabs on these metrics regularly will give you a clear picture of the agency's performance and ensure their strategies are aligned with your business objectives.

Why is a multi-channel outreach strategy essential for B2B lead generation agencies?

A multi-channel outreach strategy plays a crucial role in B2B lead generation by helping agencies connect with prospects on the platforms they prefer. This not only boosts engagement but also opens up more opportunities to turn those connections into conversions. By tapping into a mix of channels - like email, LinkedIn, phone calls, and even direct mail - businesses can deliver their message in ways that feel relevant and approachable.

What’s more, this strategy allows for personalized communication, which strengthens relationships and enhances customer satisfaction. Multiple channels also mean more touchpoints, increasing brand visibility and building trust over time. When executed well, this approach leads to better outcomes, including higher-quality leads, a stronger sales pipeline, and improved ROI.