When hiring a lead generation agency, you’re not just paying for a service—you’re investing in an asset that should add value to your business. The work they do should be yours once the project is complete, helping you build intellectual property and grow your organization.
In this article, I’ll walk you through the four key things to consider when choosing a lead generation agency, so you get the most out of your investment.
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1. Ownership of the Work
One of the most important things to ensure when working with a lead generation agency is that you own the work they deliver. This includes any assets they create, such as email lists, campaign content, or other marketing materials. You’re paying for lead generation services, so make sure the final product is yours.
A good agency should operate as an extension of your team, meaning they work for you and hand over all assets once the engagement is complete. This gives you control and ensures the intellectual property (IP) belongs to you, increasing your company value.
2. Alignment with Your Goals
Before hiring a lead generation agency, make sure their strategy aligns with your company’s goals. Are they focused on short-term results, or do they understand the long-term vision of your business? An agency should help you generate leads that fit your ideal customer profile (ICP), driving sustainable growth.
Take the time to explain your business objectives and ensure the agency’s approach fits with your overall lead generation strategy. This alignment ensures you’re generating the right leads.
3. Transparent Communication
Effective communication is essential when working with any agency. You should always know what they’re doing, how it’s benefiting your business, and what results to expect. Transparency keeps you in the loop and helps you track the progress of campaigns in real time.
Look for a lead generation agency that offers regular updates and clear reporting on the success of your campaigns. They should be able to explain what’s working, what’s not, and adjust your lead generation strategy as needed to meet your goals.
Read More: The 26 Best B2B Marketing Agencies to Hire in 2024
4. Work for Hire Agreement
Finally, the lead generation services must fall under a work-for-hire agreement. This means that everything the agency creates for your business is legally yours once you’ve paid for it. Without this agreement, the agency could technically retain ownership of the work, which could limit your control over the assets you’ve paid for.
Make sure you have a clear contract in place that outlines this arrangement. A work-for-hire agreement protects your investment and ensures you own the marketing assets created by the agency.
Building Value with the Right Agency
By focusing on these four areas—ownership of the work, alignment with your goals, transparent communication, and a work-for-hire agreement—you’ll find a lead generation agency that adds real value to your business. The right partnership can help you build long-term assets and generate leads that drive growth.
Additional Resources
→ My Lead Generation Reading List
$100M Offers by Alex Hormozi
$100M Leads by Alex Hormozi
Expert Secrets by Russell Brunson
The Art and Business of Writing by Nicolas Cole
Founder Brand by Dave Gerhardt
Predictable Revenue by Aaron Ross & Marylou Tyler
The Challenger Sale by Matthew Dixon & Brent Adamson
→ My Sales & Marketing Stack
