Process of Hiring B2B Demand Generation Agency Explained

Given there are so many ways to gain qualified leads, managers often get stuck choosing the right one. So, instead of banging your head against the wall, we suggest you hire a reputable B2B demand generation agency to help you streamline the process.

Before making a paramount decision, such as outsourcing demand generation, people in this business have to do a lot of research. They need to be convinced that the agency in which they plan to invest is dependable and would meet all their expectations. Otherwise, you might as well generate leads yourself!

When choosing a group of demand generation experts, remember to check out and inform yourself about their previous success, qualifications, services, and ROI you can obtain.

In this text, I will not only help you better understand demand generation fundamentals but also provide you with useful tips to help you find the best agency for your business.

How Demand Generation Works?

Demand generation is a digital marketing strategy whose main task is to design brand identity and enhance the interest in the brand’s products and services by using technology and data. To produce instant and directed traffic, the demand generation strategy makes use of various paid media platforms like Google Ads, Facebook Ads, influencer marketing, LinkedIn, and others.

Demand generation starts with targeting an audience that will most probably be responsive to the brand’s advertisements. The next step is to qualify potential customers through email campaigns, digital marketing tactics, events, and direct responses. Before sending them to close the deal with the sales department, these prospects will be kept and qualified by the business development team.

The point of all this is to streamline your sales while optimizing your operational expenses. While demand generation might seem chaotic at times, it’s actually a well-structured process that demands lots of experience and expertise.

10 Things to Consider When Hiring

Here are ten things to considerate before hiring a demand generation agency:

1.     Online Reviews

Remember to check out the agency’s online reviews to have a better understanding of what kind of service they can provide. Most people get stuck on Google reviews, but we suggest you go a step further. Go through all available online listings and aggregates to see what people say on different platforms. As many agencies manipulate Google scores, you need to find comprehensive data from numerous sources. 

We also suggest you go beyond simple scores. Most clients leave comprehensive descriptions of their relationship with the company and what kind of services they received. You can learn a lot about the pros and cons of B2B demand generation companies, which can be valuable during negotiations and decision-making.

2.     Testimonials Verification

Testimonials have become a common strategy, not only in marketing but also in other service verticals. By relying on recommendations from their past clients, agencies can increase their conversions and boost their hourly rates. Unfortunately, many of these testimonials are completely bogus or irrelevant.

The first thing you need to do is check if the company provides testimonials. It’s also important to consider the position of this client compared to your business. Are they the bigger or smaller companies? Do they work in the same industry or have used the same service you’re looking? Depending on the answers, you can tell whether this provider is the right choice for your brand.

Don’t be afraid to give them a call. Emails might not be the best choice, as their email address might be fake (managed to demand generation agency). That way, you can see if their phone is operational and if they’re truly who they say they are. During the call, you can also gain more information about the provider they’ve recommended.

3.     Service Focus

Demand generation is a very comprehensive term. Marketers use all sorts of tactics for reaching out to potential leads, including search engine optimization, social media marketing, paid ads, emails, and so much more. While each of these is specific in its own way, it also works in conjunction with other tactics.

When choosing a B2B agency, you should prioritize companies that have just the right services for your business. For example, if you’re looking for pay-per-click, interview organizations that advertise themselves as PPC brands.

The reason why this is important is because many marketing agencies offer an umbrella of services. In most cases, their level of specialization for different tasks can vary significantly, so while an agency might provide great PPC service, they might, such as SEO. Track agencies that are best fit for the project and shortlist them.

4.     Interview Basics

You can tell a lot about a B2B demand agency during the first few moments of an interview. In fact, the way they prepare for a conversation is a good way to tell whether or not they’ll fit the project well. Small things such as punctuality, preparation emails, links, and information they include beforehand are all signs of professionalism or lack thereof.

Like with any other company or interview, you need to pay attention to how they’re dressed and if they’re clean. You should also soak up other information, such as whether they work from home or from an office. Pay attention to the way they address you and what kind of vocabulary managers use.

5.     English Proficiency

In this day and age, you don’t have to be well-educated and well-traveled to have a successful marketing company. In fact, you would be surprised by the fact that many marketers don’t have any official business education. Many agencies took advantage of internet advances and are self-taught in the ways of digital marketing.

Still, that doesn’t mean you should work with just about anyone. More educated managers are generally better suited for these projects. You should specifically check their English language. The need for good English is especially important if you’re hiring agencies from other countries, which has become a common practice nowadays.

6.     Due Diligence

As a preparation for the interview, quality agencies perform a full background check of your website and social media account. They research your target audience, available products, and services, as well as traffic and conversion data. That way, they can provide first insights and ask relevant questions about the project.

Better B2B demand generation agencies even prepare sheets with data and suggestions. They will break down your current needs (from their perspective) and suggest corrective measures. Of course, this breakdown doesn’t only serve for creating strategies; it’s also a good way for an agency to showcase its knowledge and professionalism.

If a manager doesn’t provide all this information, this might indicate they simply don’t care about the project or that they’re overbooked. Even worse, it might show they don’t understand why due diligence is important, which is probably one of the bigger red flags you might encounter during the interview.

7.     Transparency and Flexibility

Another thing you should pay attention to when hiring a B2B demand generation agency is its flexibility and transparency. You need a reliable partner who will provide periodic reports, ensuring that you’re always in the loop. Ideally, you should know about their next step and how the incoming traffic will affect your bottom line.

A provider should also be flexible enough to accommodate any demands you might have. The company should be able to switch between tactics on the fly and promote new services and products without a hitch. Good marketers can even change their target audience focus, content formats, and software.

8.     Long-Term Focus

Demand generation provides the best results in the long run. Although you can perform short marketing campaigns with great success, it is much better to get someone who will streamline your marketing for a prolonged period. A potential partner’s priorities should be aligned with yours to provide the best possible outcomes.

9.     Software and Technology

You can also tell a lot about a B2B provider by checking the programs they’re using. An agency should have several top-tier apps in its toolbox, which can be utilized for various tasks and industries. Another good sign is when a demand generation provider only uses the expensive plans, as they have much better features.

10.  Guarantees

Many companies within the digital marketing space have a tendency to provide guarantees. They use this method to overpromise things that they knowingly can’t provide. When vetting agencies, pay attention to things they guarantee and whether these guarantees sound fake or not.


By following these tricks, you can easily find an elite marketing agency according to your budget. As with any other service provider, pay attention to their online scores, professionalism, and how they behave during calls. This is usually a good enough starting point if you’re contemplating future cooperation. 

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