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 SaaS companies are looking to hire a demand generation agency to build brand awareness and attract high-quality leads.

The SaaS industry continues to grow and is expected to surpass $298 billion by 2025 according to a Statista report. With this explosive growth comes increased competition. It is becoming more important than ever for SaaS companies to stand out. So, having a strategic approach to demand generation is no longer optional. 

In this blog let’s learn the 7 key features to look for when you are hiring a demand gen agency for your SaaS business. Aiming to create meaningful engagement across multiple channels and convert leads into paying customers? Let’s dive in.

7 key features to look for in a demand gen agency 

When looking for a B2B demand generation agency, choosing the right partner can significantly impact your growth trajectory. The right agency doesn’t just help you fill the sales pipeline. It can strategically position your brand, engage the right audience, and guide potential customers through the buyer’s journey. 

The stakes are high, and the partner you choose will play a critical role in translating your marketing efforts into real, scalable results. 

So, here are 7 features to prioritize when you are planning to hire an agency in your selection process:

1. Proven experience in demand generation in b2b saas

When it comes to demand generation, experience matters especially in the highly competitive B2B SaaS market. Generic marketing tactics won’t drive the results you need. Instead, you should look for an agency that specializes in B2B SaaS demand generation, understands the unique sales cycles, and knows how to speak to your target audience.

What to look for?

You want an agency that has experience working with B2B SaaS companies similar to yours. Ask for case studies or client examples, and ensure they are familiar with SaaS-specific metrics like Customer Acquisition Cost (CAC), Monthly Recurring Revenue (MRR), and churn management.

How can it help your business?

An agency that understands the unique challenges of SaaS like long sales cycles and subscription models will be better equipped to develop campaigns that resonate with your target audience. Their knowledge will allow them to hit the ground running and help you drive meaningful results without a steep learning curve. 

2. Strategic & data-driven decision-making

A demand generation agency should base every action on data. In B2B SaaS, where customer journeys can be complex and long, a data-driven approach is essential to understanding what works and what doesn’t. 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?

Look for agencies that emphasize a data-driven approach in their decision-making process. They should offer advanced analytics, real-time reporting, and optimization strategies like A/B testing to continuously improve campaign performance.

How can it help your business?

Data-driven decisions ensure that your marketing spend is being used effectively. By analyzing key metrics like lead quality, conversion rates, and return on investment (ROI), a data-centric agency will adjust campaigns to maximize your results, driving growth while minimizing waste.

3. Expertise in inbound marketing for saas

For many SaaS companies, relying solely on traditional marketing methods can lead to missed opportunities. Inbound marketing offers a strategic approach that focuses on attracting, engaging, and delighting customers through valuable content and experiences. 

An expert inbound marketing agency cannot only help you increase your brand awareness by creating content. It can also build a funnel that drives qualified leads to your sales team organically.

What to look for?

The agency you hire should have strong skills in inbound marketing, particularly content marketing, email campaigns, SEO, and nurturing strategies. Do check if they 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?

Your buyers often research extensively online before making a purchase decision. A skilled agency will create content that attracts high-quality traffic, educates your prospects, and nurtures them through the funnel. This can ultimately help in driving more organic and cost-efficient leads.

4. A customizable, scalable demand gen strategy

Your business will have unique needs based on your target audience, growth stage, and market conditions. A good demand generation agency offers customizable solutions like content marketing plans, email campaigns, or custom lead scoring models to help your business grow.

What to look for?

Ensure that the agency offers scalable demand generation services that can grow with your company. It should take the time to understand your goals and KPIs, and then create the strategy accordingly. The ability to pivot and adjust based on performance metrics is crucial for long-term success.

How can it help your business?

As your SaaS company grows, you’ll need tailored strategies that scale with your evolving goals, whether you’re entering new markets or launching additional products. A scalable agency that grows with you makes sure your business can keep using its services as it expands, allowing for steady growth without needing to change your strategy frequently.

5. Multichannel marketing expertise (outbound & inbound)

In SaaS, a combination of both inbound and outbound marketing is often necessary to generate demand. Inbound marketing attracts prospects organically through content and SEO while outbound marketing involves proactive outreach to potential customers through tactics like ABM, email marketing, and paid advertising.

What to look for?

Your demand generation agency should excel at running multi-channel campaigns to ensure your brand reaches potential buyers wherever they are. They should demonstrate success in running paid advertising campaigns (like Google Ads and LinkedIn), email marketing, SEO, and account-based marketing (ABM) strategies, ensuring they can reach your audience across all channels.

How can it help your business?

A multichannel approach ensures that you engage with your potential customers regularly through paid ads, organic search, or social media. This broadens your visibility and increases touch points with your audience, making it more likely that prospects will convert to leads.

6. Proven ability to generate high-quality leads

High-volume leads are not enough. For SaaS businesses, it’s important that your demand generation company can consistently deliver high-quality leads that are ready to engage with your sales team. These leads are more likely to convert into paying customers, contributing to your business’s long-term growth.

What to look for?

Ask the agency to demonstrate their ability to generate high-quality leads that align with your Ideal Customer Profile (ICP). Look for their case studies or references where they have successfully delivered leads that resulted in conversions.

How can it help your business?

High-quality leads save your sales team time and resources by focusing their efforts on prospects with a higher likelihood of conversion. This improves sales efficiency, lowers your customer acquisition cost (CAC), and ensures that your marketing spend delivers measurable ROI.

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. Clear, regular reporting ensures that you have insight into the effectiveness of the agency’s campaigns and how they align with your KPIs. 

What to look for?

Look for a demand generation agency that provides transparent, clear reporting on campaign performance. Make sure they offer regular updates on metrics like Customer Acquisition Cost (CAC), Lead-to-Customer Conversion Rates, Lifetime Value (LTV), Marketing Qualified Leads (MQLs), and Sales Qualified Leads (SQLs).

How can it help your business?

Transparency builds trust and ensures accountability. With detailed reports, you can see exactly where your marketing dollars are going and how well your campaigns are performing. This helps you make informed decisions and ensures that the agency is focused on achieving your growth objectives.

5 things every saas founder should do before hiring a demand generation agency

To be ready to work with a demand generation agency, SaaS founders and leaders need to prepare their business as well before outsourcing the services. 

1. Know your business goals and KPIs

Before you partner with a B2B demand generation agency, it’s essential to have a clear understanding of your business goals and the specific KPIs you want to track. No matter whether you need more MQLs, more people to sign up for the free trial, or grow ARR, having goals in place will ensure the agency is on the same page as you.

2. Identify your ideal customer profile (ICP) 

The agency can offer the best demand generation services if they know your well-defined ICP. This means knowing your industry, company size, and best buyer persona. A clear and specific ICP helps them reach out to the right prospects and, therefore, develop unique marketing strategies.

3. Audit your current marketing and sales funnel

Before contracting an agency, review your existing marketing and sales process or funnel. Know the major showstoppers, understand which channel generates the most leads, and where your audience stops engaging. This insight will assist the demand gen agency in identifying the areas of necessity for change.

4. Set a realistic budget and timeline

Each SaaS company manages a different budget. Smart clients do not conceal their budgeting preferences and deadlines. Set a timeline and budget for the project before starting. This will ensure that neither the company nor the agency has unrealistic expectations.

5. Prepare internal teams for collaboration

Working with a demand generation company isn’t a hands-off process. Marketing, sales, and product teams must collaborate in the process. Your demand gen company will need the data to run effective campaigns. Make sure that your current internal teams are ready for continuous cooperation with it.

Final thoughts

Partnering with a demand generation agency can be a game-changer for SaaS companies, but only if you choose the right one. By focusing on these 7 key features and taking the necessary steps before hiring, you’ll be well-equipped to make an informed decision for your business.

A strong demand gen agency with expertise in inbound marketing, multichannel strategies, or transparent reporting. This will drive sustainable growth and give your SaaS company the competitive edge it needs.

Ready to get started? Schedule a discovery call with us to discuss how we can assist you in amplifying your demand generation strategy right now.

FAQs

1. What is a demand generation agency?

A demand generation agency helps businesses create awareness and interest in their products or services. They use various marketing strategies like content creation, SEO, social media, and paid ads to attract potential customers and drive qualified leads.

2. What does demand generation team do?

A demand gen team focuses on building and nurturing relationships with potential customers. They use data-driven strategies to create targeted campaigns, manage lead generation, and guide prospects through the sales funnel to increase revenue.

3. 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 marketing efforts with sales goals for long-term success.