What Is B2B Lead Generation as a Service?


Using B2B lead generation services are slowly becoming a strategy of choice for a lot of firms, even those with dedicated lead generation teams.

The reasoning behind it is simple.

Third-party B2B lead generation services offer an efficient way of leveraging resources to bring in targeted leads that bring in a lot of revenue.

In this guide, we take a look at how B2B lead generation functions as a service.

What is Third-Party B2B Lead Generation?

A lead generation agency is a company – like Callbox – that you can outsource your entire lead generation and nurturing services to.

For full-service companies, they can handle everything from creating target customer profiles, building lists, doing outreach, nurturing leads, and delivering the prospects to their clients’ companies ready for closing.

Who Is It For?

There is a common misconception that B2B lead generation is only for companies with no lead generation departments, but that’s false.

Over the last decade, even the most established companies with internal lead generation have been hiring the services of third-party firms because of the specialization and industry experience that they bring to the table.

Most third-party B2B lead gen firms have a lot of experience in specific industries, and companies get to benefit from the fresh systems and ideas that they can provide.

For smaller companies who want to specialize in their product or service, hiring a lead gen firm can free up valuable resources and manpower. The companies can focus on creating a great product while a lead gen firm can focus on bringing in customers.

What Will They Do for You?

B2B lead generation firms differ in the way they conduct business, but it usually revolves around these particular steps:

  • Initial round of client meetings
  • Intake of necessary documents from the client
  • Contract signing
  • Creation of target customer profiles
  • Campaign building 
  • Testing
  • Targeted outreach
  • Monitoring and feedback
  • Lead nurturing
  • Transfer of qualified leads to sales team of client for closing
  • Reporting

This is an oversimplification of what they do per client, but think of it this way: they bring in prospects that are just one-step away from being customers without you having to do anything.

What Channels Do They Use/Specialize In?

No B2B lead generation firm, that is half their worth, uses only one channel to reach out to their client’s potential leads.

They usually adopt a multichannel approach using platforms such as:

  • Email
  • Telemarketing
  • Text Messaging
  • Voice Messages
  • Outbound Chat Campaigns
  • Physical Mail and Letters
  • Event Marketing
  • Targeted Ads
  • SEO and Organic Marketing
  • Content Marketing
  • Video Marketing
  • LinkedIn
  • Facebook
  • Twitter
  • TikTok

Each B2B lead gen firm will have a couple of specializations and will combine other channels to achieve their goals for their clients.

Is it Expensive?

Not necessarily.

The pricing that lead generation firms have depends on the difficulty of the industry that is being targeted for leads.

However, if you take into account savings in training cost, gaining experience, equipment, systems, processes, reporting, staffing, office space, and admin, the costs of hiring a B2B lead gen firm drop from average to cheap.

The reason that firms like these can charge clients lower rates is because of their roster of clients and the specialization that they have in some industries.

While companies will need time to set up new systems or procedures for certain market segments, this is not a problem for B2B lead gen firms.

Can I Hire a Lead Generation Service Even Though I Have an In-House Team?

A lot of larger companies do this if they’re launching a new product or entering a new market segment.

There are many who also hire lead generation services to bolster their current efforts and ensure that their teams succeed.

Having extra hands to help out is never a problem, especially with lead generation.

Some might complain that it might introduce issues or conflicts between in-house and third-party teams but this is rarely the case. Most lead generation firms have key systems in place to prevent this.

They even offer CRM integration!

Related: 5 Reasons You Need to Team Up with a Lead Generation Agency

How’s the Reporting?

One thing that’s guaranteed – apart from leads – is regular reporting. Some lead generation agencies will give clients their own dashboard and even show live leads coming through to your sales teams.

The frequency of these reports can be tweaked and they are integral for testing and monitoring.

A lot of lead generation companies run on a data-backed approach so they need to monitor what they’re doing for your campaign to make sure that they’re efficient.
B2B lead generation services are a way to take your growth to the next level. They can integrate well and can bring you a consistent stream of leads. With competition growing in just about every B2B industry, they might just be the leverage that you need.