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How to Evaluate if Your Current B2B Demand Generation Agency is the Partner You Need

Oct 18 2018 | Overground Overground

With more than half of B2B marketers viewing quality lead generation as their biggest challenge, it is critical for marketing leaders to consider what kind of demand generation agency they need.

The first step in learning how to evaluate a marketing campaign or strategy properly calls for a bit of research. Identifying a company that shapes their strategy around your challenges and with data-driven decisions is the key to success.

How To Evaluate Your Marketing Strategy & Its Components

Ask Yourself If Your Marketing Strategy Facilitates Sales Enablement?

A large reason some B2B companies have such trouble with customer acquisition is due to a fundamental barrier between marketing and sales teams. Without an ability for these teams to openly collaborate on a regular basis (or at all in some cases), businesses lose a built-in potential for an increase in online conversions.

The solution to this problem is sales enablement. There are several steps someone in a marketing leadership position can take to execute a sales enablement strategy, but finding a demand generation agency that focuses on sales will facilitate a more comprehensive program.

Demand generation agencies that rely on data to help them create sales enablement strategies offer the highest ROI. It’s not just about finding someone who recognizes your lead generation issues; it’s about finding a demand generation team that knows how to rectify the issue with marketing maturity assessments, market research, custom-built acquisition strategies, and robust platforms that deliver a healthy, long-term resolution to both your sales and marketing departments, holistically.

Does Your Strategy Include Strong Lead Nurturing Capabilities?

All lead nurturing solutions are not created equally. Different demand generation agencies use different tools and strategies to decide what is best for the client. However, B2B companies wondering how to evaluate a marketing campaign or their overall strategy should ask demand generation agencies how they approach both lead generation and lead nurturing.

While lead generation is a critical initial step for all B2B enterprises, marketing leaders must realize the vast importance of personalized, time lead nurturing tactics. Ignoring demand generation agencies offering lead nurturing planning and platforms equates to allowing tomatoes to die on the vine.

That’s why considering lead nurturing strengths is another important step when evaluating marketing strategies. Why allow hopeful, interested prospects slip through the cracks when they can be nurtured and retained?

Evaluate your Marketing Strategy Holistically

The most important thing to remember when evaluating a marketing campaign or overall strategy is the big picture. Top of mind questions to always ask your potential demand generation agency:

  1. Do you specialize in B2C or B2B lead generation and nurturing?
  2. Does your team offer holistic sales enablement capabilities?
  3. Do you help B2B businesses better align sales and marketing teams through internal research and marketing maturity assessments?
  4. What kind of sales and marketing platforms are available to my business if our companies worked together?
  5. Does your agency focus on closing the loop with data-driven reporting?



For more information on how to evaluate a marketing campaign or strategy in order to find the best-fitting demand generation agency for your business, contact the Overground team today.

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