Demand Generation Agency, What It Builds and How to Judge It
A demand generation agency builds awareness and interest that turns into pipeline over time. Judge it on pipeline and learning, not on campaign activity.
What a demand generation agency does
It combines content, paid media, email, events and partner programs to create demand among the right accounts, and works with your sales team to turn it into pipeline.
How it differs from lead generation
Lead generation captures people who are ready now. Demand generation builds the pool of people who will be ready later. Most companies need both, in a ratio that depends on their sales cycle.
Red flags
- Promises of pipeline in weeks for a long sales cycle.
- Reports that stop at downloads and clicks.
- No agreed definition of a qualified account.
Questions to ask
- Which accounts are you targeting and why?
- How do you connect marketing activity to pipeline?
- How will you work with our sales team?
Terms
Expect a longer commitment than with campaign work, and insist on quarterly reviews against agreed pipeline goals. Read the lead generation agency guide for the shorter cycle option.
Check the proposal before you sign
Paste the agency proposal into Pitch Check. It flags promises without proof, missing account access and long contracts with no exit, and gives you questions to ask. Compare with the lead generation agencies and the digital marketing agencies guides. Agencies that want briefs from brands that read guides like this can see what agencies get.
Read the fine print before it reads you
Paste the offer, see the flags and walk into the conversation ready.
Check the offer