Lead Generation Outsourcing – Why B2B Businesses Must Embrace it?

Lead Generation Outsourcing – Why B2B Businesses Must Embrace it?

The ultimate goal of any marketing team is to drive effective lead generation for their products and services. In today’s market, customers expect to have easy access to information that will help them make buying decisions. To meet this expectation, sales and marketing campaigns should be designed to educate potential customers about a company’s products and services. This is where lead generation become critical.

Having a strong B2B lead generation plan in place is essential for any enterprise. Lead generation strategies help you uncover new business possibilities and convert potential customers into long-term clients. Many organizations are inclining towards lead generation outsourcing to optimize their efforts and scale their business outcomes.

Table of Contents

What is B2B Lead Generation?

Lead generation is the process of identifying and attracting potential customers for a business’ products or services through various strategies. This process builds on the awareness and interest generated during the demand generation stage and helps to move potential customers into the sales funnel.

B2B Lead Generation
B2B Lead Generation

B2B lead generation focuses on engaging with potential customers and nurturing prospects, with the goal of increasing the likelihood of conversion. This is often done through the use of gated content to capture lead information and move users into the sales funnel for further follow-up.

What is a Lead Generation Company?

A lead generation company is a business that specializes in identifying and attracting potential customers (known as leads) for other businesses. They often use data-driven and analytical approach to identify target audience, map out customer journey, use marketing automation and other technologies to reach and engage with those target customers.

These leads are then typically passed on to the client business. Lead generation companies can provide a wide range of services, including research and data analysis, lead generation strategy and qualification, and lead nurturing and scoring.

What is Lead Generation Outsourcing?

Lead generation outsourcing refers to the practice of hiring a third-party company to handle the process of identifying and collecting information about potential customers for your business. This can include a wide range of activities, such as online advertising, search engine optimization, social media marketing, telemarketing, and email marketing.

Business Benefits

It can be an effective way for businesses to save time and resources that would otherwise be spent on developing and executing lead generation campaigns in-house. Additionally, lead generation companies often have specialized knowledge and experience in identifying and reaching potential customers, which can lead to a higher return on investment. Only 12% of B2B companies currently outsource lead gen despite the fact that outsourcing lead generation generates 43% better results than in-house lead generation.

Benefits of Lead Generation Outsourcing

1. Cost Savings

Outsourcing lead generation can be more cost-effective than hiring a full-time team to handle the tasks in-house. Moreover, you also have to invest heavily in training the in-house team, automation tools for lead generation and nurturing and other resources.

2. Easy Access to Lead Gen Experts

Lead gen outsourcing companies have team of experts who are well-versed with the latest lead generation techniques, tools and technology. By working with an outsourced team, businesses can access their specialized expertise and benefit from their experience and knowledge.

3. Scalability

Outsourcing allows businesses to scale their efforts as needed, without having to make a long-term commitment to hiring more staff. This can be especially useful for businesses that experience fluctuations in demand for their products or services.

4. Flexibility

Outsourcing services can give businesses more flexibility in how they allocate their resources. By outsourcing lead generation, businesses can free up their own staff to focus on other business-critical tasks such as sales and customer service.

5. Increased efficiency

Lead generation outsourcing can make a business more efficient by having a team that’s solely focused on lead generation. Having a dedicated team working on lead generation activities, the process of identifying and engaging with potential customers can be optimized and streamlined.

6. Better ROI

Outsourcing to a company that understands your industry can help your business achieve greater outcomes by generating more qualified leads and increasing the chances of closing more deals.

How to Choose a Partner for Lead Generation Outsourcing

While outsourcing can bring many benefits, it’s still important to carefully research and select a reputable and experienced lead generation company to work with. When choosing a partner for outsourcing, there are a number of important factors to consider:

How to choose partner for Lead Generation Outsourcing

Industry Expertise

It’s important to choose a lead generation company that has experience and knowledge in your specific industry. They will understand your products, services, and target market, which will make it easier for them to generate high-quality leads for your business.

Lead Generation Methods

Different lead generation companies leverage different lead generation trends to generate leads. Some may focus on outbound methods such as cold-calling, while others may focus on inbound methods such as content marketing. Make sure to choose a company that uses methods that align with your lead generation goals.

Data Privacy and Security

Make sure the lead generation company you choose has proper policies and procedures in place to protect your data. Make sure they comply with regulations like GDPR if necessary.

Performance Metrics and Reporting

Ask for detailed performance metrics and reports that you can use to measure the success of the lead generation campaign. This will allow you to see how well the campaign is performing and make adjustments as needed.


Compare prices from different lead generation companies to ensure you’re getting a fair deal especially when it comes to cost per lead. However, keep in mind that cheaper prices may also come with lower-quality leads or service.

Communication and Transparency

Make sure that the lead generation company you choose is open and transparent about how they generate leads, and that they have a good process for keeping you informed throughout the campaign.

By taking the time to research and carefully select a reputable lead generation partner that meets your needs, you’ll be better positioned to generate more high-quality leads and achieve your sales goals.

Risks Associated with Outsourcing

Risks Associated with Lead Generation Outsourcing
Risks Associated with Lead Generation Outsourcing

Quality of Leads

By taking the time to research and carefully select a reputable lead generation partner that meets your needs, you’ll be better positioned to generate more high-quality leads and achieve your sales goals.

Data Security

Another risk is that the company providing the lead generation services may not have adequate data security measures in place, which could lead to a data breach. This could result in sensitive customer information being exposed, which could damage the business’s reputation.

Misaligned Objectives

The lead generation company may have different goals and objectives than the business that is outsourcing the work. For example, the lead generation company may be more focused on generating a high volume of leads, while the business is more interested in acquiring high-quality leads.

How to Tackle the Risks Associated with Lead Generation Outsourcing

Quality of Leads

To avoid low-quality leads, it’s important to clearly define the criteria for a qualified lead upfront and to communicate these criteria to the lead generation provider. The company outsourcing the lead generation can also establish a process for regularly reviewing the quality of the leads that are being generated, and make adjustments as needed.

Data Security

To mitigate the risk of a data breach, it’s important to thoroughly research the data security protocols of the lead generation provider before entering into an agreement with them. This should include reviewing their security policies and procedures, as well as conducting a security audit. Additionally, it’s important to ensure that the lead generation provider is compliant with all relevant data protection laws and regulations.

Misaligned Objectives

To align Objectives, it’s important to have clear and realistic goals for the lead generation effort, and to make sure that these goals are communicated to the provider. Also, incorporating a performance-based compensation structure can align the lead generation provider’s objectives with those of the business.


Lead generation outsourcing can be a cost-effective way for a business to acquire new customers, but it also comes with its own set of risks. However, by thoroughly researching potential providers, establishing clear goals and roles, and implementing proper monitoring and feedback mechanisms, businesses can effectively mitigate these risks and successfully outsource their lead generation efforts.

Datamatics Business Solutions provides high-impact B2B lead generation services to boost revenue growth. With our B2B lead generation services we help organizations identify the right target markets & audiences to generate highly qualified leads, set appointments to accelerate sales, and grow key accounts.


Hemant Jain

Hemant Jain

Hemant leads the B2B Demand Generation and Data Solutions practice at Datamatics Business Solutions Ltd. He is a multi-faceted professional with 20+ years of global hands-on experience in leadership positions contributing to start-up, business growth, and steady-state operations. Hemant is a seasoned leader in service delivery, transitions, process improvement, business strategy, and P&L management.

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