Outsourcing your lead generation efforts can save your sales team lots of time, but it can also be risky. You're never sure how your outsourced company is acquiring leads, what quality they'll be and if they'll really be right for your business. Many business owners allow these cons to outweigh the pros when considering hiring an outside agency.
However, there are ways to ensure you get the types of leads you need from whoever you hire. In this article, we'll go over five tips for getting the best results from your outsourced lead relationship.
- Define Lead Requirements
The most important step in outsourced lead generation is to clearly define your requirements. If the company you're working with doesn't know what you need, they're not likely to deliver quality leads that you can use in your business.
Take the time to think about the qualities of a good lead and outline for the company. Things such as:
- primary pain point or problem
- demographic information
- geographic location
These things (and others) will help your partner agency find leads that are most likely to do business with you and thus are more valuable.
- Utilize Email Marketing
Just because you're working with another company doesn't mean you should stop all efforts to generate leads in-house. One easy way to create inbound leads is to utilize email marketing. Put gated content or downloadable material on your website and require visitors to enter their email addresses to access it.
The best way to get the most out of your email marketing is to automate an email series for each lead generator. This way, whoever opts in is automatically enrolled in your email list and will continue getting helpful information from your brand encouraging them to make a purchase.
- Set Realistic Expectations
You won't be successful if you have unrealistic expectations for your business or your lead generation partner. For example, if you want a company to capture 10,000 leads a day for you, you'll never find someone who can reach that goal. Consider your market size and business type and create realistic expectations for your outsourced partner.
The easiest way to determine what is realistic is to look at your historical data and compare it to your future goals. How many leads did you capture on your own last year? Was that with inbound or outbound tactics? What tools does the outsourced company have that you do not? What kind of advantage does that give them?
Once you put together all this information, you should be able to set a realistic goal and deliver expectations the other company can meet.
- Create a Tracking System
As leads are delivered and your team starts to work on them, you need to have some type of tracking system in place to identify where each lead is in your sales funnel. This will help you keep track of how many leads are left to work and when you've gone through all the leads that were delivered. Most often, your CRM can help you import leads and track them throughout the sales cycle.
If you aren't working within a CRM, then you'll have to manually devise a tracking system. This can be tricky because you'll have your entire sales team working within it and logging their interactions. Ensure it's something that can be easily accessed by your entire team and includes rules for inputting and changing information.
- Trust Your Partner
No outsourced relationship can work without trust. You need to ensure you take the time before hiring a company to know that they're a good fit for you and can deliver what you need. This will give you the peace of mind to allow them to do their job and know you're going to get your money's worth.
Outsourcing lead generation can seem risky, but if you follow these five tips, then you'll get the most out of your efforts.