Who can help me generate more B2B leads?

Lots of people will offer to help you generate more B2B leads. Lead gen agencies, pay per lead agencies, SDRs, fractional marketers, freelancers, consultants, lead gen coaches. Some work. Some don't. And more activity doesn't mean more leads. The right help is the one that makes you better at lead generation than your competitors.

Do lead gen agencies work for B2B businesses?

Lead gen agencies can generate loads of meetings. You end up rushing around chasing them. And they don't work. The problem with the lead gen agency is that they get paid on the meetings generated, so they are much less interested in the quality of the meeting. 

I once worked with a lead gen agency. They hit their KPI and they got their full payment. I spent days driving up and down the M4 meeting with random people who were not remotely interested in what I was offering. It was an enormous waste of time and money.

Do pay per lead agencies work for B2B businesses?

Pay per lead can work for low value, high volume selling. For high value, differentiated B2B services, it usually doesn't. The model pays the supplier for producing leads, not buyers. I've written in more detail about whether you should use a pay per lead agency in the UK.

Do SDRs still work for B2B lead generation?

AI-powered SDRs simply spam your customers. They don't work.

Human SDRs can. But they have to be good, because they're competing with a swamp of information and AI outreach already landing on your buyers.

Can a fractional marketing lead generate B2B leads?

A fractional marketing lead could be a good option. But it needs to be the right person. A lot of marketing people do good marketing (they produce content, attract views, hit their KPIs) and don't generate any leads. Their definition of good marketing is not always more leads. 

Can a freelancer generate B2B leads?

The same caveat applies. Plenty of freelancers do 'good' marketing without generating leads. And the ones who are good at lead generation are rare and in high demand. 

What does a B2B lead generation consultant do?

A lead gen consultant does the work for you. There aren't many of them out there. The AI Edit is one. With lead generation consulting, I build and maintain the lead gen engine for you. It works because I am good at it and I have lots of experience. 

Can lead gen coaching and training help you generate B2B leads?

Coaching and training get you to the point where you can do it yourself. At The AI Edit that means lead gen coaching, the B2B Lead Accelerator and B2B lead generation training.

Can you generate B2B leads yourself with AI tools?

You can try. But you still have to know what to do. So you still need the training. And most people who try fail.

How to choose who helps you generate more B2B leads

Lead generation isn't just about doing more work. More activity doesn't automatically mean more leads.

There's a finite number of leads in your market. So it's not enough to do the activity. You have to do it better than your competitors.

That's the test for anyone you're thinking of hiring. Not how much they'll do for you. Whether they'll make you better at it than the businesses you compete with.

By Heather Baker - B2B lead gen person