A B2B lead generation company specializes in identifying buyers for a business-to-business (B2B) product or service and encouraging them to make a purchase. They work closely with sales and marketing teams to develop and refine strategies to attract the right audience and guide them into the sales funnel.

A B2B lead generation company can:

• Find businesses most likely to buy the client’s products and/or services
• Get their attention through phone calls, email, or other channels
• Help prospects learn more about the client and what they offer
• Connect clients with potential buyers

Four types of B2B lead generation agencies include:

• Full-service agencies: Offer a full range of lead generation services across multiple industries. They also have content creators, designers, marketing staff, and other specialists in-house to provide relevant services.
• Specialized agencies: Focus on specific markets, industries, and lead generation strategies. These agencies work with specific clients or industries like healthcare, finance, etc.
• Outsourced sales development agencies: Specialize on sales development aspects within lead generation, such as identifying qualified leads, nurturing leads, and scheduling appointments with prospects
• Analytics agencies: Offer services mainly related to data-driven lead generation insights. They can use that data to determine the progress of a lead generation campaign and ways to improve it.

Lead generation services are playing an increasingly larger role in B2B businesses, with 85% of B2B companies citing lead generation as the main goal of their marketing initiatives. One such company is PCS Software, a trucking management software provider, which hired New York-based agency Ironpaper to redesign its website to generate more leads. The new website also had to include buyer-specific messaging to improve conversions and user experience.

After a thorough assessment, Ironpaper identified inefficiencies in how the client’s website generated leads. It then set up a workshop to address and resolve these issues in collaboration with the business and technical teams. The agency also developed a scalable modular website infrastructure and a comprehensive SEO and content marketing campaign. In less than six months, the new PCS website saw its visits increase by more than 17,000. It also ranked highly in 108 keywords and saw its position in Google rise by 155+ points.

B2B lead generation companies offer various services to help businesses find and attract potential clients. Most companies typically offer a combination of the following:

• Market research: Provide insights into market trends and competitors and help you identify your business's ideal customer profile (ICP) using various tools and data sources. They may also test product and service potential to determine if it resonates well with potential customers.
• Lead research: Review the ICP and analyze the total addressable market (TAM) to identify suitable decision-makers within the target organization. The leads are then segmented to enable delivery of custom messages.
• Appointment setting: The agency sets up meetings between the sales team and prospective clients. It typically provides reminders to leads on upcoming meetings and follow-up no-shows for rescheduling.
• Multi-channel outreach: Create and execute campaigns through various channels, including email and social media. The campaigns are customized according to ICP and research data and constantly monitored in case adjustments are needed.
• Lead qualification and nurturing: Leads are evaluated according to specific criteria to ensure purchase intent and alignment with the client’s goals. The agency then builds relationships with qualified leads, guiding them through the sales funnel until they are ready to act.
• Contact list creation: Compile lists of target contacts based on the client’s ICP and other data. The list typically includes decision-makers and other relevant stakeholders within the target organization.
• Database management: Regularly update the client’s databases for potential leads. This ensures sales and other teams have accurate, up-to-date information during outreach initiatives.

Belkins’s partnership with Deluxe Modular is another excellent example of how lead generation services can help B2B companies flourish. A large-scale modular construction specialist, Deluxe Modular needed help producing unique, hand-curated leads, optimizing outreach workflows, and building business inboxes. Belkin also had to increase the number of opens and ensure all the emails reached their intended recipients.

Belkin began by building a lead generation process tailored to the Deluxe Modular’s ICP and developed an outreach campaign based on a newly built database. It then introduced an email deliverability system to monitor campaign performance, increase open and response rates, and maintain spam rates to a minimum. Within three months, Belkin scheduled 30+ appointments for Deluxe Modular, with confirmed deals valued at over $2 million.

B2B lead generation company service fees depend on the industry, target market, competition, and other factors. However, lead generation agencies commonly charge clients through the following pricing models:

• Fee-for-service: The company charges a fixed rate for a specific scope of work. The fee is based on a set of criteria and is calculated on an hourly, monthly, or project basis. For example, the US hourly rate for B2B lead generation services averages $22.
• Cost-per-appointment: The agency charges a fee for each lead it successfully sets an appointment for. US-based agencies typically charge $150 to $350 per appointment depending on the type of leads requested and difficulty acquiring them.
• Cost-per-lead (CPL): The company charges a fee for generating a new customer or lead. The CPL varies widely depending on its value and where it was sourced. For example, B2B leads generated through blogs or white papers can be as cheap as $5 per lead, while leads sourced from trade shows and industry events can cost $500 or more.

Other factors that also influence the total cost of hiring a B2B lead generation company include:

• Lead quality
• Mailing list purchases
• Ads placement and distribution
• Customer discounts, freebies, and other incentives
• Location of the targeted audience
• Software and technology used
• Additional service fees (usually 1-3% of the cost of the client’s product or service)

In the US, the hourly rate for charged by B2B lead generation companies averages at $22, while appointment fees range from $150 to $350 depending on the type of leads requested by the client and the difficulty acquiring them. The average cost of CPLs also range between $119 to $198 depending on the industry, channel, and company size.

A B2B lead generation company can provide expertise, tools, and other resources needed for an effective lead generation campaign that would be otherwise difficult to achieve on your own.

Though results may vary from one company to another, a B2B lead generation agency often provides the following benefits:

• Increased revenue: Businesses with mature lead generation processes can generate up to 133% more revenue than companies that don’t. With a B2B lead generation company, your business can streamline its lead generation strategy faster and create a more significant impact on your bottom line.
• Improved sales efficiency: Lead generation companies are experts in qualifying and nurturing leads, which can lead to a 50% increase in sales. Outsourcing lead generation processes also enable your sales teams to reallocate their resources towards building customer relationships and closing deals.
• Shorter sales cycles: Because your sales team spends more time closing sales than chasing unqualified leads, a B2B lead generation company can also help move potential customers through the sales funnel faster. Your business is also less likely to lose prospects because of the quicker response time.
• More quality leads: A good B2B lead generation agency has a network of channels from which they source reputable leads and employ advanced filtering techniques to weed out the bad ones. These companies have experience using advanced targeting techniques such as demographic segmentation and behavioral targeting to engage the right audience and capture their contact information.
• Scalable growth: As businesses grow, they may require new types of leads to support their sales efforts. A B2B lead generation company has the resources and expertise to adapt to these changing needs and retool its strategies accordingly. This results in lead generation efforts aligning with their client’s evolving sales and marketing objectives.

Respect.Studio’s lead generation campaign for Paragon showcased how LinkedIn lead generation and messaging can bring new leads. The B2B lead generation agency helped Paragon expand its industry connections through LinkedIn and attract large companies from the consumer goods, logistics, and supply chain industry. 

Respect.Studio engaged with prospects with hyper-personalized messaging highlighting the client’s experience with enterprise-level companies. The B2B lead generation agency polished Paragon’s LinkedIn profile, making it more credible and trustworthy. Paragon had a 290% increase in visits without paying for ads. The client’s LinkedIn Social Selling Index (SSI) rank rose to 62, which was 3x higher than the industry average. 

Follow these steps below to choose the lead generation agency that’s right for your B2B business:

• Assess your needs. Define your lead generation goals and other requirements specific to your business or industry that you want to achieve in a set timeline. Doing so will make it easier for agencies to quickly identify the exact solutions to your needs.
• Set your budget. Align your goals and requirements with the budget you will spend on lead generation and adjust accordingly. You should decide on what pricing model you are comfortable with.
• Research agencies online. One of the best places to start looking is through agency directories like DesignRush. These directories list B2B lead generation agencies according to size, location, minimum budget, and other parameters for easy review.
• Check agency websites. These often indicate the company’s core services, areas of expertise, industry experience, and contact details. The website may also indicate industry certifications and awards they’ve achieved for excellence in their field.
• Request for a portfolio, case studies, and references. These can provide an in-depth look into the agency processes and their effectiveness in achieving the project’s goals. If possible, look for previous clients within the same industry or the same size as your company.
• Check client reviews. Google My Business and agency directories like DesignRush feature detailed agency reviews from previous clients. These can provide a glimpse into the agency’s culture, communication skills, and approach to various client issues.
• Create a shortlist. List down the agencies that closely align with your requirements and schedule an interview so you can learn more about what they can offer.
• Discuss roles and responsibilities. During the interview, clarify the roles and responsibilities you expect the agency to take on. Ensure clear communication channels between your company and the agency during the project duration.
• Evaluate cultural fit. Check if the agency’s work culture, communication style, and values align with yours.
• Send a request for proposal. The request for proposal (RFP) should indicate the project scope, timeline, budget, other estimated expenses, and other essential information. Make sure that these align with your company’s objectives.
• Choose your agency. Review and negotiate terms and choose the B2B lead generation company that meets your business requirements.

Need some help? DesignRush can help you find and hire the B2B lead generation company that’s right for your needs and budget. Visit our Marketplace, provide us with some basic information, and we’ll send you a free handpicked list of our best B2B lead generation agencies.

Finding the best B2B lead generation company for your business in DesignRush is as easy as a click of a mouse. You can filter your search based on the lowest minimum budget from under $1,000 to $50,000 and up or check the hourly rates of B2B lead generation agencies on the listings. Some agencies, however, prefer to have their rates made available only upon inquiry.

The DesignRush marketplace provides in-depth portfolios for each agency. These include a short overview, client reviews and testimonials, links to case studies, and other helpful information that you can use to choose the best B2B lead generation agency that fits your needs and budget.

Setting metrics-based goals for lead-generation campaigns to measure progress and make necessary adjustments is important. You can use various metrics to calculate B2B lead generation success, but the most important ones are:

• Lead conversion rate: The ratio of visitors that convert into leads by filling out a form, signing up for a newsletter, or performing a desired action. A high conversion rate usually means your website and offers are compelling enough to find value in them.
• Lead-to-close rate: Also called the lead-to-sale rate, it refers to the percentage of leads that eventually convert into actual sales. It gives clients a high-level view of the overall quality of their leads.
• Lead quality: Measures how likely the lead will convert into a buyer. Several criteria determine this, including demographics, behavior, and engagement level.
• Customer Acquisition Cost (CAC): The money needed to acquire a paying customer. While much broader in scope than CPL, this metric is integral to determining the total cost of converting leads into buyers.
• Customer acquisition value: Predicts the total amount of money a company will spend on your business over its lifetime. It is used to determine a customer’s true value beyond the initial transaction and helps businesses identify and target high-value customer segments.

Other lead conversion metrics that B2B lead generation companies also use include:

• Average lead value: Determines how many leads are needed to meet specific revenue goals.
• Time-to-conversion: The average time it takes for leads to turn into buyers.
• Lead ROI: Measures the financial return from lead generation efforts compared to the amount invested.

The following are some questions we recommend asking B2B lead generation agencies during the hiring process:

Its Relevant Background

1. How long has your company been providing B2B lead generation services?
2. Have you had experience working with companies similar to ours?
3. Who are the clients that your company has worked with before?
4. Do you have industry-specific certifications or awards?
5. What types of tools or technologies do you work with?
6. Are you compliant with data protection laws?
7. Where is the client-facing team located?

Company Services and Processes

1. What is the company’s lead generation process?
2. What type of lead generation services do you provide?
3. How do you source leads?
4. How do you define a qualified lead?
5. What types of leads does your company specialize in?
6. Do you specialize in a particular industry?
7. What is your costing structure?

The Project

1. Do you have a clear target market for my business?
2. Do you have the resources to handle additional leads?
3. How do you measure lead generation success?
4. How do you ensure high-quality leads?
5. How do you plan to monitor the progress of the campaign?
6. How confident are you about the outcome of this project?

• Belkins Inc.
  • 4.9 stars on DesignRush (13 reviews)
  • 4.8 stars on Google (5 reviews)
  • Top clients: Sekisui, MONA Payment, Cengage, CitrusAd, OpenTeleHealth (OTH)
• Callbox
  • 4.8 stars on DesignRush (6 reviews)
  • 4.5 stars in Google (89 reviews)
  • Top clients: Amazon, Google, Microsoft, Zendesk, SAP
• Martal Group
  • 4.7 stars on DesignRush (4 reviews)
  • 4.5 stars on Google (19 reviews)
  • Top clients: Umbo, Joopy, Spice, Forerunner, Deephow
• SalesRoads
  • 4.5 stars on DesignRush (2 reviews)
  • 4.8 stars on Google (21 reviews)
  • Top clients: Parker, Shell, Clean Energy, Quest Diagnostics, Microsoft
• Ironpaper
  • 3.7 stars on Google (12 reviews)
  • Top clients: PCS Software, Shell Catalysts & Technologies, Goddard, Steelcase, Crossfit eCommerce