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Many companies lack the resources to bring in a high volume of qualified leads on their own.
Maybe they don’t have an established web presence, or a dedicated teledemand team, or they lack the experience to orchestrate multi-channel marketing initiatives. So they partner with a third-party lead generation service.
Even companies that do run successful demand generation programs often partner with an outside agency to increase their marketing reach. This partnership lets B2B companies tap a new audience through the lead provider’s tools and marketing channels.
Outsourced demand generation, as it’s known, can be an effective way to increase quantity and quality of leads without exhausting your own resources — but it’s not a guaranteed win. In fact, if you aren’t careful who you partner with and the kind of contract you sign, you can end up paying a lot of money for leads that don’t convert and, thusly, waste your sales team’s time.
