B2B Lead Generation Agency: Value, Services and Selection Criteria

B2B lead generation is a complex process requiring a technology stack, certain expertise and dedicated resources.

Companies generally have two options: internalise the LeadGen function with a 2–3 person team (an investment of €150–200K per year) or outsource to a specialist lead generation agency (monthly budget from €3K).

What is a lead generation agency?

A lead generation agency is a B2B service provider specialising in the acquisition and qualification of prospects on behalf of client companies. Its role is to feed its clients' commercial pipeline with qualified leads that match specified criteria.

How to choose the right agency

Key criteria: sector expertise, methodology transparency, quality of qualification process, track record and pricing model (CPL vs. retainer).