Part 2: Essential Questions to Ask Your B2B Lead Generation Partner

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B2B Lead Generation Questions“If you think it’s expensive to hire a professional to do the job, wait till you hire an amateur” — Paul Neal “Red Adair”

Paul Neal “Red” Adair was a famous American oil well firefighter. He was known for his specialized skills in extinguishing and capping blazing, erupting oil well blowouts. That’s him I quote there in the title and I think it is so true. In these days of tight budgets and tough competition, even large corporations with more resources than their smaller counterparts will make the mistake of choosing a B2B lead generation vendor based on price. And cheap is often, inexperienced, unprofessional and damaging. Companies don’t realize how much more expensive it turns out to be in the long run to have lead generation companies that fly by the seat of their pants. No proven process, no seamless system to connect all the dots and ultimately, no results to show.

Thank you for your feedback on the previous post. To complete the list, here are 3 more key questions to ask your B2B lead generation service provider.

3 More Key Questions to Ask Your B2B Lead Generation Partner

5. STRATEGY FOR LEAD PROFILING AND TARGETING? You know your business better than any partner, associate or vendor ever will. Take the time to discuss with your B2B lead generation partner who your ideal customer is. What is the profile of the best prospect you want to attract? Find out if your service provider has the right strategy in place for lead profiling and how they will plan your campaigns based on accurate targeting. The last thing you want is to be wasting time meeting people who neither have made clear their decision to buy, nor do they have the budget for it. And the worst is when they are not even the right decision makers!

6. LEAD NURTURING MECHANISM? If you hire and pay a lead generation company to manage your program, you should expect to see a focused approach to lead nurturing. What is the mechanism used for this purpose? What degree of accountability will rest with your lead generation service provider and how will they work together with your in-house sales representatives and marketing team?

7. INDUSTRY EXPERIENCE IN YOUR VERTICAL? Sales lifecycles in the B2B space are so different and unique in each industry. Selling telecom solutions is different from selling data storage products, selling office hardware is different from providing paralegal consulting—there is just no way to completely standardize B2B lead generation. And that is to be expected. So, does the lead generation company you plan to hire have the experience in dealing with your industry? Do they understand your customers’ mindset and the uniqueness of your sales cycle? Without these fundamental qualifications in place, their learning curve is likely to be much longer than you can afford. Your cost per lead will be too high and your conversion rates below what they should be. Not a good situation to be in. You need some essential lead generation best practices to be followed. Companies that don’t have this knowledge and experience are unlikely to be the right partner for your organization.

What are some of the issues you have been challenged with in hiring and managing your B2B lead generation company? Do they continue to be ongoing problems? Feel free to leave me a comment and let’s discuss ways to avoid costly lead generation mistakes on account of hiring the wrong partner.

Image credit: Shutterstock

Republished with author's permission from original post.

Louis Foong
Louis Foong is the founder and CEO of The ALEA Group Inc., one of North America's most innovative B2B demand generation specialists. With more than three decades of experience in the field, Louis is a thought leader on trends, best practices and issues concerning marketing and lead generation. Louis' astute sense of marketing and sales along with a clear vision of the evolving lead generation landscape has proved beneficial to numerous organizations, both small and large.

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