It’s hard to argue with the fact that demand generation strategy development can be difficult for SMEs. This requires specialized skills and expertise, which can prove costly to develop in-house.
A partnership with a demand-generation agency is a cost-effective and flexible way to build your business pipeline. It can be difficult to determine which agency is best for you, especially if this is your first time.
The stakes for B2B SMEs are often much higher. It is not uncommon to make a significant investment in a demand generation program. However, if the agency partner is not chosen carefully, it can have serious long-term consequences.
There are many companies that offer demand generation services. How can you choose the right one for your business? A person who is able to understand your market and put themselves in your shoes so that they can achieve the results you want.
We have compiled a 5-point checklist to help you choose the right demand generation agency.
This will allow you to identify a growth partner who has a deep understanding of B2B marketing and sales. They can also create a strategic plan and execution plan that is compatible with an SME budget.
- They’re on your wavelength
When choosing a demand generation agency, principles are crucial. It is important to choose a company that understands B2B marketing and aligns with your business philosophy.
You need to have a team of experienced, commercially-minded experts who can help you plan a sound course and manage your budget.
You will have confidence in your partner for demand generation if you are strong culturally compatible.
- They are agile in their operation
SMEs need flexibility, especially in the area of demand generation, which is crucial. You need an agency partner that can quickly adapt to changes in priorities and new opportunities.
Many agencies still use a traditional delivery model that involves work being delivered in a linear fashion. Each activity is planned and signed off at the beginning.
A waterfall model can be problematic because it puts you on a path that you can’t turn from. This is not good for your business growth.
- They adopt an integrated approach to growth
It is easy to think of sales, marketing, and customer success as one function. This doesn’t encourage alignment.
Lead nurturing, which helps you convert warm leads more effectively, or content promotion and promotion that allows you to attract all the other market members who are not ready to buy yet.
An agency that manages integrated demand generation will give you access to a wider range of sales, marketing, and CRM support services.
- They are affordable and fit within your budget
There are however agencies that specialize in business growth and can offer affordable demand generation services for growing businesses.
Before you start making deep dive discovery calls, it is worth having a rough idea of the pricing models for each agency on your shortlist.
Keep in mind that you must have a sufficient media budget for promotion activities.
- They have a solid track record in demand generation
When you trust a partner in demand generation, credibility is crucial. Find out what sectors they are strongest in and with whom they have worked previously.
You should look for an agency that has a track record of helping businesses grow with similar goals to yours.