Introduction
According to McKinsey Report 2022, companies with a strong demand generation strategy have 10% to 30% higher conversion rates than their competitors. And that’s why many SaaS companies are now looking to hire a demand generation agency to build their brand awareness and attract high-quality leads.
“The key to scaling any SaaS business is finding a marketing partner who gets the nuances of your audience and can create meaningful engagement”. —Robin Van Lieshout, the CEO of Insided
It’s not just about launching new campaigns, it’s about aligning your marketing strategies with your revenue goals. And the right demand gen agency understands this well.
So, let’s help you in demand creation and grow your business across the right channels by choosing the right demand-gen agency. Here are seven key features to look for in an agency before you hire them for your demand-gen needs.
7 key features to look for in a demand generation agency
1. Proven experience in B2B SaaS
“With a well-structured demand generation engine, you can generate millions in revenue. An experienced agency can help build this engine from the ground up, ensuring consistent growth and scalability,” –Alex Kracov, CEO and Co-Founder of Dock.
Demand generation for SaaS companies isn’t one-size-fits-all. Your agency must have demonstrated experience in the B2B SaaS sector. It should understand unique sales cycles, saas metrics, and buyer personas.
What to look for?
Choose a demand generation agency with a proven track record and SaaS-specific case studies and references, proving they’ve successfully navigated challenges like high customer acquisition costs (CAC), monthly recurring revenue (MRR) growth, and minimizing churn.
Revv Growth, for example, has worked with notable clients like Atlan, Vymo, and Leadsquared. From optimizing ABM and demand generation campaigns to scaling lead generation, Revv Growth has worked closely with each of them to understand their problems and drive measurable results.
Read more→Leadsquared increased their bookings by 40% and reduced their Google ads cost by 30%.
How can it help your business?
- No steep learning curve for the agency.
- Campaigns tailored for quick results.
- Higher customer retention rates.
2. Strategic & data-driven decision-making
A demand generation agency should base every action on data. The agency you choose should be able to show you real-time insights into campaign performance and make adjustments based on hard numbers.
What to look for?
Vymo, for instance, aimed to enhance demand generation by leveraging LinkedIn ads to reach its ideal customer profile (ICP): businesses and IT leaders in banking, insurance, and multi-finance. They addressed their customer’s pain points such as sales growth visibility by creating content around these challenges.
Through LinkedIn ads featuring webinars, testimonials, and content addressing key pain points, Revv Growth helped Vymo increase their MQL to SQL conversion rate from 4.5% to 18% in three months.
So look for the right demand generation company that offers advanced analytics, A/B testing, and real-time reporting to give you insight into campaign performance.
How can it help your business?
- Maximizes ROI by continuously optimizing campaigns.
- Adjusts marketing teams’ spend based on lead quality and conversion rates.
- Identifies growth opportunities through metric analysis.
- Reduces wasted spend and improves overall efficiency.
3. Expertise in inbound marketing
Inbound marketing remains one of the most effective strategies for SaaS companies. Your agency must excel at attracting and nurturing qualified leads through high-value content that speaks directly to the challenges of your ideal customer profile (ICP).
HubSpot states, “Inbound marketing is essential for B2B companies as it focuses on creating valuable content that educates and nurtures prospects throughout their buying journey.“
What to look for?
The agency should have strong skills in inbound marketing, particularly content marketing, email campaigns, SEO, and nurturing strategies. Make sure the inbound marketing agency can develop SaaS-specific content such as blog posts, whitepapers, case studies, and webinars that speak to your target audience’s pain points.
How can it help your business?
- Attracts qualified traffic with targeted, relevant content.
- Educates prospects to nurture them down the funnel.
- Improves organic lead generation, lowering acquisition costs.
- Builds long-term trust through consistent content marketing.
4. A customizable, scalable demand gen strategy
Your B2B demand generation agency must tailor its growth strategies to your business stages, ICP, as well as market conditions and can help you scale those efforts as your business grows.
What to look for?
Make sure your agency offers bespoke B2B demand generation services such as target market research, lead generation, and marketing automation that align with your specific KPIs, whether that’s growing ARR, increasing conversion rates, or launching into new markets.
By developing a scalable demand strategy and continually adjusting the lead qualification process, Revv Growth helped Docsumo to 3X their lead conversions, while ensuring that the conversion strategy could be scaled as the business grew.
Read more→Docsumo increased its conversion rate by 300%
How can it help your business?
- Adapts seamlessly to business growth.
- Fuel growth without requiring new partnerships.
- Scales demand generation efforts as your product grows.
- Saves time, allowing focus on product development.
5. Multichannel marketing expertise (outbound & inbound)
Managing all B2B marketing efforts across different channels can feel overwhelming. From outbound strategies like cold email and paid ads to inbound efforts such as content marketing and SEO, coordinating these various approaches while ensuring consistency and efficiency can become overwhelming.
As observed by Jason Lemkin, founder of SaaStr, “Most SaaS businesses fail not because they didn’t have a great product, but because they didn’t have a scalable go-to-market strategy.”
Many founders today face the same problem of building and scaling their B2B companies through a multichannel approach. So hiring a demand generation marketing agency for your B2B business can be a great option.
What to look for?
Look for an agency that runs omni channel campaigns, with case studies showing success in running paid advertising campaigns (like Google Ads and LinkedIn), email marketing, SEO, and account-based marketing (ABM) strategies. Your agency should have a deep understanding of multi-channel funnels as well as how to optimize them for different stages of your buyer journey.
How can it help your business?
- Engages prospects via paid ads, SEO, and social media.
- Increases visibility across multiple platforms.
- Boosts conversion likelihood with more customer touchpoints.
- Provides more outreach, improving brand presence.
6. Proven ability to generate high-quality leads
It’s not enough to fill your funnel with leads; they must be high-quality as well as sales-ready. For SaaS companies, a demand generation agency that can consistently generate leads that are primed for conversion can make all the difference.
What to look for?
Look for an agency that not only drives volume but also quality. Revv Growth helped Vymo successfully create a marketing-sourced pipeline worth more than $41.5 million and increased its conversions by 4X through customizing outreach strategies and using lead scoring systems. And this resulted in a 5X Improvement in lead management efficiency.
How can it help your business?
- Delivers leads ready to convert, shortening sales cycles.
- Increases sales team efficiency, leading to faster deals.
- Lowers customer acquisition costs (CAC).
- Improves customer lifetime value (LTV) for sustainable growth.
7. Transparency and clear reporting
In an industry where data-driven strategies are important, having visibility into your marketing efforts allows you to assess what’s working and where adjustments are needed.
As David Skok, a prominent SaaS investor, emphasized, “Metrics are the lifeblood of SaaS businesses. You can’t grow what you can’t measure.”
Without clear, timely reporting, it’s challenging to gauge whether your investment is delivering results. You need to know exactly how your demand generation efforts are progressing whether it’s lead quality, pipeline velocity, or ROI, and you need that data in a way that’s easy to understand and act upon.
What to look for?
Revv Growth creates a weekly report, keeping the customer fully informed and aligned with the client‘s growth objectives. In addition to this, find an agency that provides regular, detailed reporting with visibility into key saas metrics like CAC, LTV, and conversion rates.
How can it help your business?
- Provides detailed insights into campaign performance.
- Informs data-driven decisions aligned with business goals.
- Enables rapid identification of under-performing areas.
- Builds trust through clear, transparent communication.
Final thoughts
Working with a demand generation agency can accelerate your SaaS business, but preparation is key. Setting clear business objectives, defining your ICP, auditing your funnel, and fostering collaboration will help the agency deliver high-quality leads and measurable results.
By generating demand, businesses can attract new customers, expand their market presence, and drive growth. If you are looking to partner with an agency to build demand with a data-driven approach, and multi-channel expertise, book a call with Revv Growth today to explore how we can build and optimize demand for your business.
FAQs
What is a demand generation agency?
A demand generation agency helps businesses create awareness, generate interest, and nurture potential customers throughout the buying journey. They use a variety of marketing strategies, such as content creation, SEO, social media marketing, email marketing, and paid ads, to attract and engage potential customers, ultimately driving qualified leads and supporting long-term growth.
What does the demand generation team do?
A demand gen team focuses on building as well as nurturing relationships with target customers. They use data-driven strategies such as segmentation, lead scoring, A/B testing, SEO optimization and personalized email marketing to create targeted campaigns, manage lead generation, and guide prospects through the sales funnel to increase revenue.
What are the benefits of demand generation?
It helps businesses create visibility, attract quality traffic, and close deals faster, which boosts revenue. It also helps in growing their customer base, improving sales, and aligning B2B marketing efforts with sales goals for long-term success.
