hey guys today I want to talk to you a little bit about hiring a lead generation agency and specifically what exactly you should expect from that experience and and maybe some things you should look for as you're researching a lead generation agency obviously here at Bill R strategies were a lead generation agency so maybe talking uh my book a little bit but as an Insider I think it's helpful for you to kind of understand things that you know you should reasonably expect out of a lead generation agency let's hop into this relatively short list of
um sort of four areas that I want you to focus on um as you start to investigate and have conversations and discussions uh with a lead generation agency that you're planning on hiring or maybe you're already in a relationship um and these are some things that you probably should be able to push a little bit um and and set some maybe some higher expectations out of that agency you already have so what are we looking for I think first and foremost you want a really nice blend of domain expertise and marketing skill too often um
agencies are constructed around a skill set right it's a PPC agency it's a Content agency an SEO agency an email marketing agency maybe it's a full service agency um and that agency sort of um Prides itself on that skill set and being able to kind of take anything any sort of marketing Challenge and be able to take that skill set um quickly and this is where things start to fall down often quickly understand and learn the business and then be able to sort of apply marketing tactics and strategies to that in order to get some
success so what often happens in in that category is you're kind of paying for the agency to learn or to become an expert at your business and then over time as they gather some data which will ultimately of course cost you money right either in agency fees or advertising dollars and then they're going to sort of align to to kind of get that activity um aligned with your business and tweak it such that ultimately over time especially if they're good at those skill sets will come into alignment and will be effective for you but what
is that sort of opportunity cost in that sort of learning curve by finding someone who has some do domain expertise or a lead agency that specializes in your particular area it could be B2B versus b2c it could be very granular um like fintech um versus you know some other category or vertical right so it is helpful that there's some categorization that they specialize in and from their domain expertise and then what you get there is what I think you should normally go out to an agency for is that is to to dip into that Marketplace
and get skill sets that have already operated in your particular industry vertical category that you're trying to address and hopefully they're bringing and this is what I always think you should hire for you're bringing that expertise into your organization so what you have of course we expect them to have um competent skill sets in the marketing strategies that they're running so it's digital marketing agency or lead generation agency obviously they should have those skill sets um they should have a diverse set of those skill sets so they can apply different types of campaigns but they
should also come with some some strategy some expertise some ideas um maybe already running some similar campaigns that can be applied um directly to what you're trying to do um and get you know jump started and immediately becoming effective now the first thing that I'll probably hear in the coms comments and this is a reasonable uh objection to bring up is like well could I potentially hire an agency that's sort of competing with me in the sense that maybe they have a client like me if they have so much experience am I kind of competing
against myself the interesting thing is all of these different organizations will have their own characteristics um and most of the time an agency can concentrate um like we do on fintech in a category um and those fintechs could be any anything from payments to mortgage to real estate to personal finance there's all kinds of but the the actual targeting itself you know potentially is is different right the culture the the uniqueness the unique value proposition of those organizations are so different that again you can get a head start with sort of the foundational type campaigns
and know that you're going to immediately generate leads and you're going to be effective but then over time you can what what actually gets tweaked is your unique positioning inside of that Marketplace to gobble up more and more market share and those sorts of things so first and foremost try to find an agency a lead generation agency that is a blend of domain expertise as well as marketing skills the second thing really important this is why you need to have Discovery calls this is why you need to talk to multiple agencies even if you talk
to us we want you to talk to other agencies like us um and that is make sure you understand what you're going to get um and sometimes this can be a hard question for an agency to answer um because if they're not in particular I think this happens a lot if they're not domain experts they know they're going to run some campaigns they know they need probably a reasonable amount of spend they probably know some some some tactics that they're going to use strategies that they're going to use uh and so they kind of know
the activities that they are going to recommend and that they are comfortable with doing and running for you but they won't necessarily know the outcome yet right because again they don't have domain expertise they haven't necessarily marketed in this particular category or in this Marketplace so they don't know what the results are and they certainly don't know it with the degree of confidence to tell you I can get you leads or it can get you X number of lead some agencies won't even guarantee that they can get you leads much less sort of give you
an indication of how many leads we think we can get you and what those leads are ultimately going to cost on a cost per lead basis somebody that's operating inside of your category should have a pretty good understanding of of where that's going to land because they're doing it or or have done it many times so that is kind of your first question what am I going to get for the dollars that I give to you both the advertising dollars and the engagement fees so so if I hand over to you uh as an agency
a marketing budget what can I expect specifically to get out of that and again a little bit of a hint U if you're hiring a lead generation agency that top level kpi should be leads so they should be able to tell you with confidence um what you can expect from leads um the next thing is to dig a little bit deeper and understand what they're doing now this isn't an expectation that you understand all of the marketing but they should be able to tell you in great deta detail exactly what they're doing the types of
campaigns they're running the types of AD platforms that they're using why they're using certain ad platforms why they're using certain tactics how they blend those things together how they run campaigns their process they should be able to give you in as much detail as as you you know have interest on exactly what they're doing to produce those results and they should be able to tie hey hey these are the activities that you're paying for and this is how they connect to delivering leads how it directly impacts the number of leads that we can produce for
you and because of this process this is what gives us a degree of confidence in telling you that we can generate leads for you and we can generate a certain number of leads the fourth thing is to and again this is something that I see um people get taken by over and over and over again there are agencies in the market that do not understand obviously that the the word agency so inherent in that word is that I as an agency am working as an agent of you so what does that mean that means that
everything that I do obviously I'm cre creating you know I'm contributing some expertise that's my intellectual property I'm kind of showing you how to do it but once I show you and I give it to you and I operate it or I build something for you all of that belongs belongs to you right if I build a website for you all of that belongs to you if I if I host and and design and develop or or even if I have a website platform that I offer that's kind of easy and quick to implement maybe
it's a templated site or something like that once I give that to you and you pay me for it you should own it um if I'm running advertising for you I should be running your advertising on your ad platforms and if you don't have it I should be setting up your ad platforms for you um and you should ultimately own the ad platform everything that goes into that ad platform all the campaigns that I'm running all the data that's in there all the data that's on a dashboard that I provide for you um all of
that becomes as I start to run those campaigns all of that data becomes your intellectual property or it should so make sure that you own what you're paying for these again agencies should be operating as an agent of you and these engagements should be work for higher meaning that you ultimately are building an asset anding intellectual property that should increase the value of the organization um that you're running so when you're looking for a a lead generation agency again think about these four things a blend of domain expertise and marketing expertise knowing and asking what
you're getting hint should be leads um if you're hiring a lead generation agency um number three um what are we doing what what is that agency doing ask detailed questions make sure that what they're doing logically ties to the result that you're expecting again leads they should be able to tell you how those two things connect how activities produce leads and then the last one making sure that you actually own something and you're building an asset with your engagement hope that you enjoyed this um again as always would appreciate uh you subscribing um liing hitting
that notification Bell so you'll get more and more of this to make your B2B marketing uh that much better and look forward to seeing you on the next video
