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Not all agencies are equal – a realistic manifesto for demand generation agencies

Europa Communications

Recently we have had feedback from prospective clients that they have been disappointed by previous agencies and are reluctant to engage with another, especially those providing demand generation services. Not only that, getting budget approved for outsourced demand generation continues to be a challenge due to the time it can take to deliver strong and consistent ROI.


Choosing a bargain demand generation service is like buying the cheapest fishing net—you might catch a few fish, but you'll miss the big ones and waste more time patching holes than reaping rewards.


However, not all agencies are the same– as we all know one bad/disappointing experience should not influence how you judge others. Telemarketing and tele-sales agencies often get a bad rap….and whilst sometimes possibly deserved, successful demand generation comes from a strong partnership between agency and client. Where there is an alignment of objectives, realistic expectations and working together at every stage to maximise results, outsourcing to demand generation specialists can make a strong contribution to the achievement of sales objectives. Levels of success will often depend on the strength of the proposition, relevant targeting, marketing support, all of which can be defined by working together.


The optimal approach is to think where outsourcing demand generation best fits your strategy and have a clear objective in mind, whether its outsourcing inside sales, building or accelerating pipeline, following up an event or validating a market or proposition. Results/outcomes are influenced by complexity and length of sales cycle, levels of technical knowledge required and the number of contacts within the DMU. This approach will help determine expectations and focus of the outsourced campaign.


Immediate gratification, or “where’s my ROI?”  is something we often hear but if you have long sales cycles and your sales team also take time to deliver a closed deal, why expect an immediate return from an agency. Demand generation is not a linear process, depending on the complexity of the sales cycle it will often take several engagements to drive an opportunity, let alone close the deal. It is in everyone’s interest to drive results as soon as possible, which also means a rigorous follow-up process that is captured and documented to support this. This means it will take time to deliver revenue, and it is not cost effective to pull a campaign too soon if you want to optimise investment and ultimate ROI.


Don’t underestimate the value of the conversation by a knowledgeable and experienced demand generation specialist, unlike some tele-sales teams whose objectives are to only find a lead rather than a qualified opportunity, so much more can be gleaned from someone who knows how to pivot a conversation, ask the right questions and expand the opportunity. Acting on such insights can drive significant incremental value, in terms of building nurture streams, having a better understanding of the competition and market trends that can support strategic and campaign development.


A word on cost, some agencies who may offer a cheaper option don’t always deliver to meet client expectations, leading to dissatisfaction. Successful demand generation requires investment, not just budget but also time and a commitment to work together to maximise return. As always, good communication between agency and client throughout the campaign helps identify any issues early so they can be mitigated and so results, and satisfaction levels increase.  


Every agency offers different approaches and levels of service, but all should want to deliver the best possible results and provide a positive experience, so as you look to engage any for 2025, please collaborate with your agencies, as ultimately, we are only here to help support the achievement of your objectives.

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