As businesses continue to grow and expand, it becomes increasingly difficult to identify qualified leads. This is where B2B lead generation companies come in handy. They provide businesses with a wide range of lead generation services, including contacting potential customers through different channels, such as email, telephone, or social media.

Many business owners face the dilemma of choosing the right lead generation company. With so many companies available to choose from, it can be a daunting task to find the one that best suits your needs.

As a business owner, you want to make sure that you’re not wasting money on lead generation services that don’t work.

But how do you know if the lead generation company you’re considering is right for you?

You want to find one that can generate high-quality leads for you and your company, but you also want to find one that fits your budget. Here is our take on choosing the right company for your business.

What is a B2B Lead Generation Company? 

A B2B lead generation company is a company that specializes in generating business leads for other businesses. B2B lead generation companies are a great resource for businesses that need to establish and cultivate new customer relationships. These companies work closely with their clients to identify target leads and generate qualified leads to increase sales. They also provide a variety of services such as lead capture, email nurturing, and lead scoring.

However, B2B lead generation companies typically charge a fee for their services, and they may also offer discounts or other incentives to customers who generate a high volume of leads. Lead generation companies can help businesses find new customers, connect with potential partners, and identify new opportunities.

Why Should You Outsource Lead? 

When it comes to generating leads, many businesses believe that the best way to go is all in-house. However, according to recent studies, outsourcing lead generation to a third party can be a 43% more effective and efficient way to get your business ahead of the competition.

There are many reasons why you should outsource lead generation. Outsourcing can save you time and money, while also providing you with a more reliable and consistent supply of leads. Outsourcing can also help you focus on your core business while letting a third party handle the lead generation process. 

In addition, outsourcing can give your company a competitive edge by allowing you to focus on other priorities. Most importantly, outsourcing can save you time and money while still providing the quality lead management you need to succeed. 

So why not give it a try?

Things to Do Before Finding B2B Lead Generation Service

If you decide to take B2B lead service, you can not just jump to choosing one immediately. You need to go through some research and know what you are looking for. 

Before choosing a service you need to be clear about your business goal and your budget. These are the two important parts required from your part.

Define your Goals

Establish and define your company goals with regards to B2B lead generation companies so that they can help you to achieve them. You need to be specific and relevant. Your objectives should be in accordance with your overall business objectives. Generating a consistent supply of leads will define your sales goals for any organization. Also, make sure your objectives are sensible with the goals that have a time frame associated with them.

Plan your Lead Acquisition Budget

Many entrepreneurs are unaware of the importance of planning a budget for lead acquisition. A well-planned budget can help businesses acquire the leads they need for their business goals. 

There are several factors to consider when creating a budget, such as the cost of leads, frequency of contacts, and other associated expenses. By planning, businesses can ensure that they are acquiring the right leads at the right price and in the right amount.

A lack of a lead acquisition budget could mean missing out on valuable opportunities. Here are three reasons why a lead acquisition budget is important: 

  • It establishes a baseline for tracking progress. 
  • Allows for flexibility and innovation when pursuing new leads. 
  • Helps to evaluate results and adapt strategies as needed.

Choosing the Right B2B Lead Generation Company

So, you have completed your part. What is the next step? Choosing the best B2B lead generation company according to your requirements. Read on to know what you should look for in a B2B lead provided.

Basic information about the Company 

Basic information about the company includes the location and address. duration of the business, and authenticity of their website. This info will give you a first look at the company and give you a vibe if it is the right company for you. 

What kind of service do they Provide? Inbound or Outbound? 

The type of service you want from the lead generation company has a lot to do with the type of service they will provide. If the lead generation company is specialized in inbound service, you can not hire them and expect outbound service from them and vice versa. So, make sure to look for the specific service you want. 


When choosing a B2B lead generation company, make sure the company has a good reputation and is known for delivering high-quality leads. Most companies have reviews on their Facebook or other online pages. You can consider that before approaching them. The reviews were mostly given by the previous clients. The companies that give the best services are more likely to have 4-5 stars reviews. And the ones with bad services will have bad reviews. 

Check their Previous Clients 

You can also get information about the previous clients to verify a lead generation company properly.  Also, make sure to check the conversion rate of the past clients. The percentage of potential consumers who complete the desired activity is known as the customer conversion rate. A 2% of conversion rate is typical for outbound lead generation initiatives.

Strategies they Use

Today’s business world is becoming more and more competitive. To stay ahead of the curve, many B2B lead providers use numerous methods to provide benefits to their clients.

The lead generation company might use a lot of strategies to attract other businesses to your company. However, not all strategies applied by them might seem suitable to you. In that case, you can discuss the strategies they will use to attract another company and make your decision based on that. 

How will they provide their services to meet your goals? 

Even after choosing a specific lead generation company, you need to determine a lot of things like how they will provide their services to meet your goals. There might be a lot of services you want to change or reshape about them. Make sure if they would tailor their goals for you or not.  You can ask them about their offers, packages, communication process, etc. to see if their services meet your goals or not. 

Sales Funnel Stages

If your business has been suffering from a long and complicated sales cycle, you might want to know about the sales funnel of the lead provider. You may also be interested in learning more about the pricing and phases of the sales funnel they will provide. Knowing what actions they will take can help you get the most out of your conversions.

The sales funnel comprises three stages: lead nurturing, lead qualifying, and concluded deal, regardless of your company’s approach. Because the stages might begin after you have your customer’s interest. Having selling stages that correspond to theirs is also crucial to aligning yourself with the buyer. So, make sure you get a clear idea about the stages they cover.

List of the Tools they Use

To make your campaign a success, an experienced lead-generating business should employ a whole spectrum of tools. Lead generation efforts are managed, automated, and optimized using the tools and technologies, such as email automation tools, social media management tools, call tracking tools, SEO tools, marketing automation platforms, lead verification tools, etc. So, ask them about the tools they provide to ease the process.

Data Quality 

The quality of a lead begins when it is initially acquired as a client. You might be curious about where the team gets the contact information for your business and what efforts they take to assure data quality.


Any job requirement prefers experienced candidates more than freshers. Just like that, even when choosing a lead generation company or service, you should verify if they are experienced enough to do your job properly.

Lead Qualification System 

Your lead qualifying method is combined into the lead generation company’s workflow. They must determine whether the candidate is a good fit for your desired customer profile and has the potential to become a long-term client. Your buyer personas, MQLs, SQL definitions, lead scoring model, and list segmentation must all be taken into account.

Guarantee and Terms of Services

Trust actions of the lead generation company instead of making ambiguous claims. They may provide a performance guarantee. Examine the business terms and conditions to see if the company can establish a long-term, sustainable, and holistic connection with you.

Performance Measurement 

The performance of your lead generation company is managed with clear information. The reliability and transparency of a company’s real-time monitoring should be a deciding factor about whether or not you may deal with them. By monitoring the metrics included in your dashboard and reports or by monitoring the frequency of reporting and updates, you can manage their performance. 

Can you Monitor the Process?

Letting you monitor the program and giving you the access to view dashboards and reports are the things you need to measure their reliability and transparency. If they do not give you access to the reports then, it becomes difficult to trust them. So, you might want to clear this thing before starting a business with them.

How do they Track and Report?

The way your chosen lead generation company tracks the report might affect more things than you think. Using a marketing attribution tool is the best way to track every interaction and lead. Make sure they offer a market standard data tracking and reporting before finalizing things with them.

Know What is your role as the client

As a client of a lead generation company, make sure to interrogate their tasks properly. When your goals are reached and sales funnels are covered, you might have to end the deal with the lead generation company. Be prepared for that before taking over your responsibilities. 

You might need to have a conversation before taking your responsibilities from them. When a lead qualifies and accepts an appointment, you can probably handle the pitch. However, you can consider some more time if you will need them to cover all the funnels properly. 

What to Avoid?

The wrong company can put your business in jeopardy if they’re not being transparent with their process and delivering the results they promised. 

So, without saying too much in advance, we’ve compiled a list of red flags that can help you identify a potential bad b2b lead generation company: 

  • They don’t have an “About Us” page on their website. If they’re not willing to be transparent in terms of their background, how can you trust they’ll deliver on their promises?
  • The company doesn’t have a website or a professionally designed professional-looking website. If they’re not even willing to invest in the most minimalistic things, you should question them. 
  • They don’t provide the solutions you are looking for and are always talking about other companies that can already do what you need and get paid more. If they are only trying to sell you on digital marketing campaigns or other companies’ products, that’s an immediate red flag! Don’t think for a second that all lead generation companies work with every single business as a client. 
  • Their testimonials are very generic and fake, or just not there at all. Even if you’re a business that doesn’t need testimonials, the fact that they don’t have any speaks volumes about them. 
  • They make multiple references to MLM companies or pyramid schemes. Because if you are looking for lead generation services, there is a high chance that you have already been sucked into some kind of network marketing company or pyramid scheme in the past and now you need to get away from them.

If your lead generation company is too old and traditional and is not willing to change their leads as per your demand, then you should avoid that company. Denying to show the reports and only promising with words are also red flags. Furthermore, make sure they are not false lead generation by verifying their certificates, reviews, contact details, etc. 

The main point is to never rush into making any decision when it comes to your business’s lead generation campaign. You need to make sure you have chosen the right b2b lead generation company from the start and the moment you feel you’ve seen enough red flags, it’s time to move on.

These are just some of the most common signs that can help you identify a bad b2b lead generation company. The list is not exhaustive, but if you do spot any other signs that might concern you, be sure to note them so we can all benefit from them.

If at any point in your campaign activities with a b2b lead generation company, you notice any of these red flags we would recommend reaching out to them immediately and asking for cancellation as well as your refund.


When choosing a B2B lead generation company, it is important to consider the company’s experience, size, and industry specialization. It is also important to ask the company questions about its lead generation process and how it will help your business grow. By following these tips, you can choose the best B2B lead generation company for your business.

Further, knowing your goals, setting your budget, and knowing what to expect from the company can make it easy for you. Also, this will facilitate the smooth running of your funnel by measuring interest and scoring leads so that you can identify potential new customers with accuracy.