The Definitive Playbook for B2B Lead Generation Outsourcing

Lead generation has become an essential aspect of every company’s growth strategy. While some B2B companies choose to keep lead generation in-house, there are significant advantages to outsourcing this critical function. In fact, outsourced lead generation can produce 43% more outcomes compared to in-house lead creation.

This guide explores the following:

What is lead generation outsourcing?

Lead generation outsourcing is an effective and strategic approach for companies looking to entrust their lead generation activities to external professionals or agencies. By subcontracting tasks such as prospect research, lead qualification, and lead nurturing to specialized teams with expertise in the field, businesses can directly impact their bottom line.

How does lead generation outsourcing work?

Businesses hire a third-party company to handle the entire lead generation process. These companies adopt a variety of techniques, such as email marketing, social media outreach, and cold calling, to identify and engage potential customers on the company’s behalf. The professionals in outsourcing companies capitalize on their expertise and in-depth knowledge of lead generation strategies to attract individuals who align with the company’s target audience and collect their contact information for further communication.

Once the leads are identified and engaged, the outsourcing company provides a curated list of high-quality prospects. This information can then be used by the company to refine their marketing efforts, enhance conversion rates and drive growth.

For further insights into determining the optimal number of leads marketing should generate, you can use our calculator.

Top 8 benefits of outsourced lead generation for B2B companies

By tapping into the knowledge and skills of specialized teams, you can unlock a host of benefits that will significantly impact your success.

1. More time for key business processes

Outsourcing lead generation allows businesses to redirect time and resources to their core activities, such as product development, customer service, and strategic marketing campaigns. This prioritization leads to enhanced efficiency, increased productivity, and an overall boost in business performance.

2. Easy lead nurturing

Lead generation agencies specialize in lead nurturing techniques such as personalized email marketing, targeted content creation, and regular follow-ups. By partnering with a provider, businesses can ensure that their leads receive consistent and personalized communication, increasing the chances of conversion.

3. Access to advanced tools and techniques

Partnering with a lead gen provider allows businesses to tap into a wide array of advanced tools and techniques that may not be readily available in-house. These vendors typically have access to customer relationship management systems, marketing automation platforms, and other software specifically designed to automate repetitive tasks, streamline lead nurturing processes, and enhance overall marketing campaigns.

Using these tools and technologies can significantly improve the efficiency and effectiveness of lead generation efforts, driving better results and accelerating business growth. 

4. Better data quality

By leveraging advanced tools and technologies, lead generation companies are equipped to gather accurate and up-to-date information about potential leads. This high-quality data allows businesses to focus their efforts on leads that are most likely to convert, saving time and resources. Additionally, outsourcing lead generation ensures compliance with data privacy regulations, such as GDPR and CCPA.

5. Access to specialized expertise at a fraction of the cost

By outsourcing your lead generation needs to a third-party partner, businesses gain access to a pool of professionals who possess deep knowledge and experience in lead generation techniques, strategies, and best practices. This eliminates the need for costly training or hiring full-time experts in-house.

The added advantage of partnering with an outsourcing provider is the continuous support they offer throughout the entire process, including answering any questions, providing valuable recommendations, and optimizing lead generation efforts. This support ensures a smooth transition to a new lead generation process and guarantees the achievement of desired results.

By leveraging the expertise of seasoned professionals and reducing costs, outsourcing lead generation becomes a smart decision for companies looking to accelerate their B2B sales growth

6. Scalability

When a company chooses to handle lead generation in-house, it can be challenging to adjust the resources and manpower according to fluctuating lead generation needs.

Outsourcing allows businesses to easily scale up or down their efforts based on their current requirements. Lead generation agencies have the flexibility and infrastructure to accommodate businesses of varying sizes and demands. This agility helps businesses respond to market demands without the burden of maintaining a large in-house lead generation team.

7. Easier adaptation to market changes

Outsourcing lead generation enables businesses to easily adapt to market changes. Lead generation agencies specialize in understanding market dynamics and consumer behavior. They continuously monitor market changes, identify emerging trends, and adjust lead generation strategies accordingly.

8. Focus on selling

Outsourcing lead generation solutions enables businesses to allocate more time for their sales team to focus on selling. Rather than investing valuable time in lead generation activities, the sales team can devote their efforts to engaging with prospective customers, nurturing qualified leads, and converting leads into sales.

Overcoming challenges in outsourcing lead generation

While outsourcing lead generation offers numerous benefits, it’s crucial to anticipate and address any potential challenges. Common challenges encountered by businesses include:

  1. Understanding the target audience and the specific needs of the business to generate leads that align with their objectives and target market
  2. Aligning lead generation strategies with those of the outsourcing company to enhance the effectiveness of lead generation efforts and achieve better outcomes
  3. Selecting a lead generation provider that specializes in the business’s industry or target market to ensure a deeper understanding of their requirements and the implementation of more targeted strategies

By acknowledging these challenges and fostering close collaboration with the provider, businesses can surmount obstacles and attain optimal results in outsourced lead generation.

Factors to consider when hiring a lead generation expert

When hiring it’s vital to consider certain factors to ensure you choose the right provider.

  1. Reputation: Partner with a reputable B2B lead generation service provider that has a proven track record of success in lead generation.
  2. Social proof and client testimonials: Look for client testimonials and case studies to ensure a track record of success and positive reviews. Positive reviews and social proof provide reassurance about their ability to deliver results. G2 is a great resource to evaluate lead generation services and view user reviews.
  3. Industry expertise: Evaluate if the vendor has experience working with businesses in your industry or with similar needs. This industry knowledge can enhance their understanding of your target audience and lead generation strategies.
  4. Alignment with marketing objectives: Ensure that they understand your marketing goals and can align their strategies accordingly. Effective collaboration requires a shared vision and clear communication.
  5. Experts in lead generation: Look for a partner that boasts a team of experienced professionals. Their expertise and insights can have a significant impact on the quality and quantity of leads generated.
  6. Transparency in processes and reporting: Choose an agency that is transparent about their methodologies, processes, and how they measure success. This transparency builds trust and ensures a clear understanding of the lead generation process.
  7. Cost: Consider the cost of outsourcing lead generation services while finding a balance between quality, expertise, and affordability. Ensure that the potential ROI justifies the investment.
Inbox Insight G2 customer testimonial

By considering these factors, you can make an informed decision when hiring a third-party provider that aligns with your business goals and drives success in generating high-quality leads.

Questions to ask potential lead generation agencies

Asking the right questions is essential in finding a good match between your business and the vendor. Here are some important questions to ask lead generation companies:

  1. What experience does the lead generation company have in our industry?
  2. How will the company generate leads for our business?
  3. Can they provide references and case studies of successful lead generation campaigns?
  4. What metrics do they use to measure the success of their lead generation efforts?
  5. What is their pricing structure, and what services are included?
  6. How will they communicate with our team and ensure a seamless integration with our sales process?

Asking these questions can help businesses assess and select the lead generation agency that best meets their needs and expectations.

Insights into the cost of outsourcing lead generation

Understanding the cost of outsourced lead generation is crucial for businesses considering this option.

Here are key insights to consider when evaluating outsourcing costs:

Understanding Cost-Per-Lead (CPL): CPL plays a significant role in outsourcing lead generation as it represents the cost incurred for each lead generated. To effectively manage their marketing budget and evaluate the cost-effectiveness of outsourcing, businesses must grasp the concept of CPL. The cost of lead generation services can vary depending on factors like the chosen agency, target audience complexity, and specific strategies employed.

By gaining a clear understanding of CPL, businesses can make informed decisions about outsourcing their lead generation. This knowledge empowers them to allocate their budget wisely and strive for a strong ROI, ensuring that every dollar invested in lead generation contributes to revenue goals.

Estimating the average cost of outsourcing: Estimating the average cost of outsourcing is crucial for businesses’ financial planning. Consider the following factors when estimating outsourcing expenses:

  • Cost estimates: Lead generation agencies may provide cost estimates tailored to businesses’ specific needs, target market, and required lead generation strategies.
  • Outsourcing expenses: Take into account all potential outsourcing expenses, including agency fees, advertising costs, technology tools, and additional services needed.
  • Financial planning: By accurately estimating outsourcing costs, businesses can allocate their marketing budget, plan their expenses, and achieve a strong return on investment.

Through careful estimation of outsourcing costs, businesses can effectively plan their finances, make informed decisions, and maximize the benefits of lead generation outsourcing.


What are the types of leads in B2B marketing?

Marketing Qualified Leads (MQLs) and Sales Qualified Leads (SQLs) are the two main types of leads in B2B marketing. MQLs show interest in a company’s product/service but may not be ready to buy, while SQLs are vetted by the sales team as having a higher likelihood of becoming a customer. Other lead types in the sales pipeline include inbound, outbound, and referral leads.

How to ensure quality in outsourced leads?

To ensure quality in outsourced leads, it is important to have a clear understanding of your target audience and ideal customer profile. Set specific criteria for what constitutes a qualified lead and provide training and resources to the outsourcing team on your product or service. Regularly review and assess the quality of the leads being generated.

Is outsourcing lead generation the right move for your business?

Considering outsourcing lead generation? It can be a game-changer for businesses struggling to generate high-quality leads. With more time and resources available for other crucial functions, outsourcing can provide a solution. Careful consideration of options and providers is key to ensure success.

How can outsourcing lead generation save time and resources for a business?

Outsourcing lead generation allows businesses to focus on core activities and revenue-generating tasks. With a professional outsourcing team, businesses can benefit from expertise, tools, and resources that generate leads faster and more efficiently. This eliminates the need for in-house hiring and training, resulting in time and cost savings. Plus, outsourcing provides a scalable solution that can be adjusted based on business needs, ultimately improving the quality of leads and increasing the likelihood of closing sales and seeing a return on investment.

Ready to outsource your lead generation?

With our cutting-edge approach to lead generation, we go beyond the traditional methods to ensure that you are targeting the right prospects at the right time. Our data science and DemandBI’s AI powered capabilities allow us to build a high-priority list based on in-market intent signals for each campaign.

Why choose Inbox Insight as your B2B lead generation partner?

  1. Most Game-Changing Company: Inbox Insight was recently nominated for the Dick Reed Awards 2024 for disrupting the market with innovative products and services.
  2. Data Driven Process: We combine the traditional Budget Authority Need Timescale questions with a more data-driven approach using intent data, giving you a deeper understanding of your target accounts.
  3. Deep Profiling Information: Gain valuable insights into target accounts, including their tech stack, upcoming projects, and decision-making units, to enhance your sales intelligence.
  4. Double-touch Leads: Our approach includes follow-up content syndication to further qualify leads and engage them with multiple touch-points, ensuring maximum impact.

Ready to see the difference Inbox Insight’s lead generation service can make for your overall pipeline? Get in touch today to discuss how we can help accelerate your demand generation strategy.

Ross Howard

As the Product Director at Inbox Insight, Ross specialises in creating strategic engagement solutions for B2B marketers. He enthusiastically discusses how content, data, and buyer behavior align to drive growth for companies.
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