How to choose a B2B demand generation agency, with a scorecard to compare proposals
This buyer’s guide gives marketing leaders and founders a structured way to choose a B2B demand generation agency. It covers what to ask before the first call, the red flags that predict a bad fit, the contract terms that protect you, and a 30-point scorecard to compare proposals side by side.
For CMOs, VPs of marketing and founders choosing an agency. Opens on this page; a written copy follows by email.
What you get in the full guide
- 12 questions to ask before the first call
- The 9 red flags that predict a bad agency fit
- Contract terms that protect you: ownership, exit, reporting
- A 30-point scorecard to compare proposals
- How to run a 90-day trial with clear pass and stop lines
Five questions to ask every agency
- Which number will you report to us every month, and where does it come from? The answer should be pipeline or revenue from your CRM, not clicks or MQLs.
- Who exactly works on our account, and how senior are they? Ask for names and roles, not a team page.
- What will you change in the first 30 days, and what will you leave alone? A good agency audits before it rebuilds.
- Who owns the ad accounts, tracking and data if we part ways? You should, from day one.
- Show us a client you stopped working with and why. Honest agencies have an answer.
How to choose a B2B demand generation agency
This buyer’s guide gives marketing leaders and founders a structured way to choose a B2B demand generation agency. It covers what to ask before the first call, the red flags that predict a bad fit, the contract terms that protect you, and a 30-point scorecard to compare proposals side by side.
Audit, market research and competitive strategy
Audit what you have, map your market and competitors, and leave with a plan that is hard to copy.
How we run audit, market research and competitive strategy →
About this guide
Who is this guide for?
Marketing leaders and founders of B2B companies choosing an agency for demand generation, ABM, paid media or RevOps, whether it is their first agency or a replacement.
Is this a sales pitch for PlanConversion?
No. The scorecard works for any agency, including us. Use it to compare every proposal you receive.
