19 Of The Most Effective Ways Agencies Generate Leads
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Agencies need a steady flow of marketing-qualified leads coming in to keep their business development pipeline consistently filled. Without an effective lead-generation strategy, an agency will find it difficult to compete with other firms that are looking for leads among the same target audiences, much less convert those prospects into paying clients.
Although lead generation is challenging—not to mention time- and labor-intensive—there are many methods and tools agencies can use to streamline the process and connect with prospective clients in an efficient, effective manner. Below, 19 members of Forbes Agency Council share the methods that bring their agencies the most success in terms of lead generation. Check out their tips below to learn more about how and why these lead-gen methods work.
1. Content Marketing
Content marketing is our powerhouse for generating marketing-qualified leads. By consistently delivering high-value content, such as in-depth industry reports, webinars and blog posts, we engage our target audience. For instance, our recent webinar on AI in marketing brought us 200-plus MQLs, proving the effectiveness of educating our audience on industry trends and solutions. - Jon James, Ignited Results
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2. Webinars
We have had great success with hosting our own webinars. We typically conduct them every other month as a way to share insights, highlight team members and engage with our target audience in a genuine way. With today’s digital tools and account-based marketing approaches, it is easier than ever to target audiences. We promote them through direct and paid channels, finding great engagement and qualified leads. - Mark Skroch, BCV Social
3. Video Advertising
We use video advertising to consistently tell our market who we are, who we work for and the value we create. This works well for us because of the consistency of our messaging and our low-friction approach to learning more about us. This, combined with our PR and stellar reputation, has led to warm market-qualified leads who already like what they see. - Austin Irabor, NETFLY
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4. Speaking Engagements
Our agency’s most effective method for procuring marketing-qualified leads is through speaking engagements and webinars. This approach works exceptionally well because it establishes us as thought leaders in medical marketing, educates our target audience (doctors) and nurtures warm leads who are more likely to convert due to the trust and credibility we’ve built during these engagements. - Lori Werner, Medical Marketing Whiz
5. SEO And Blogging
Our agency excels at attracting potential clients through organic SEO and blogging regularly. SEO enhances visibility on search engines, while consistent blogging showcases our industry expertise. Together, they drive targeted traffic and engage prospective clients effectively. - Durée Ross, Durée & Company, Inc.
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6. B2B Review Sites
Our best source of leads is happy clients, or client contacts who move to a new company. However, B2B review sites, such as Clutch.co and DesignRush, are a valuable channel. Users are “in the mood” with a strong intention to find an agency partner, and they’re able to see rich information, such as our services, detailed client testimonials and budget parameters. Leads practically self-qualify before they contact us. - Eric Gilbertsen, REQ
7. Thought Leadership
Employing thought leadership as our keystone for acquiring MQLs, we curate high-caliber content, spotlighting our expertise and insights. Leveraging platforms such as LinkedIn and exclusive communities such as CMO Alliance, we position our agency at the nexus of knowledge and innovation, attracting leads that value informed, forward-thinking partnerships. - Kate Vasylenko, 42DM Corporation
8. Markeding
Our most effective method of attracting ideal client leads has always been via markeding—not a typo, but a mashup of the words “marketing” and “education”. Speaking to audiences (live or virtually) to teach them how to effectively and sustainably optimize, measure, manage and scale marketing gives voice to both our value and our values and creates meaningful connections. Those who are attracted to the way we work self-select. - Lorrie Thomas Ross, Web Marketing Therapy Inc.
9. Referrals
Seeking referrals from satisfied clients who have faith in your abilities can be a game-changer. Recommendations from such trusted sources catapult you to the forefront of prospects’ thoughts, sparing you the need to prove yourself in initial conversations. Instead, you engage in more fruitful discussions, as your reputation precedes you, eliminating any sense of meeting a stranger. - James Hacking, Socially Powerful
10. Content Personalization
At our agency, the pinnacle of all methods for procuring marketing-qualified leads is content personalization. By tailoring content to specific audience segments, we resonate on a deeper level, leading to higher engagement. This bespoke approach not only attracts, but also nurtures genuinely interested prospects into loyal clients. - Kenny Tripura, Edkent Media
11. Forms Requiring Real Input
Requiring a piece of information that’s more personal and goes beyond a form’s auto-fill options will filter out real leads versus unrealistic signups. For example, someone putting in a style preference or their sizing shows that they put more thought into the purchase by having to go beyond the auto-population of name, email and phone number. - Spencer Hadelman, Advantage Marketing
12. Specialized Service Pages
Creating specialized service pages designed for particular target audiences drives our lead generation. By optimizing these dedicated pages with relevant keywords, we tackle lower competition, meet specific needs, enhance trust and establish ourselves as experts among those particular audiences. This strategy drives our marketing success, delivering high-quality leads and superior conversions. - Ajay Prasad, GMR Web Team
13. Niche Media Publications
For us, highly targeted campaigns that offer valuable content, as well as applying an ABM approach to our marketing tactics, have proven to be a success, but our webinar sessions and publications in niche media have generated excellent results. The ability to showcase our expertise, as well as our partners and clients as webinar guests, allows us to have top-level engagement. - Nataliya Andreychuk, Viseven
14. Intent Data
Intent data provides a real-time look at a lead’s online activities, searches and other interactions. Knowing what a lead is searching for or interested in allows us to better understand their stage in the buying journey and tailor our messaging accordingly. If a lead’s online behavior indicates a surge in interest, we can trigger an immediate response to increase the likelihood of conversion. - Paula Chiocchi, Outward Media, Inc.
15. Strategic Partnerships
Collaborating with complementary businesses and industry leaders allows us to tap into their established audience and credibility. This method provides a warm introduction to our services, leverages shared trust and often results in leads that are more predisposed to engage with us, saving time and resources in the lead nurturing process. - Ivonna Young, The Lavender Agency
16. Inbound Strategies
We've found success procuring MQLs with inbound marketing, particularly SEO-driven content strategies. By creating valuable, keyword-optimized content, we are able to attract motivated leads actively searching for solutions we offer. This method has been effective at ensuring that we are attracting high-quality leads with a genuine interest in our expertise. - Adam Binder, Creative Click Media
17. Social Proof, Testimonials And Promotions
Driving MQLs relies on a few tenets that prove consistent across D2C and B2B businesses. Of these, social proof, testimonials and promotions are the strongest. Social proof can be as simple as showcasing brands you work with or PR placements. Testimonials can be customer reviews, referrals or success stories. But the most compelling way to drive an MQL is to create an offer that can’t be refused. - Justin Buckley, ATTN Agency
18. Networking
Networking used to seem old-school, but this method is coming back in a big way: networking on LinkedIn, at local meetups or at national conferences. Making connections is key. Email and messaging inboxes are saturated with spray-and-pray salespeople. Building trust and expanding our networks is going to be our biggest success driver in 2024. - Bernard May, National Positions
19. Customer Surveys And Newsletters
Biannual customer surveys are our compass, unveiling client needs and fueling referrals. Consistent LinkedIn updates and monthly newsletters about company news, thought leadership, culture and client successes help us build trust and familiarity within the industry. These aren’t rituals, but pillars shaping our ethos, refining our strategies and fortifying our relationships. - Lars Voedisch, PRecious Communications
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