A lead generation system for agencies that outgrows referrals

Define exactly who you want, reach them where they already pay attention, and connect what you do to what they need. Then make it a system, not a burst of effort. Referrals are wonderful right up until the month they do not show up, and you cannot decide to get more of them this quarter.

Referrals still matter. RSW/US reports that 75% of agencies name referrals as their top new business source. The problem is that the same research found 93% of firms say their growth engine is not strong enough.

1. 1

   Know who you are trying to attract

   You cannot sell to a vague concept of a business. Write a clear definition of the buyer, such as the VP of Marketing at online fashion retailers between $10M and $20M.
2. 2

   Know how they receive information

   A digital agency selling to digital marketers should favor native channels: email, LinkedIn content, video. Postcards and billboards probably will not land with that buyer.
3. 3

   Know what makes you stand out

   Use what you understand about the buyer to connect your work to their needs. Do the hard thinking for them.

Lower the ask. In one Agency Studio session, the call to action in an outbound email changed from “Book a 30-minute discovery call” to “Is this on your radar?” and replies started coming in. Prospecting works when the first step is easy to say yes to and the message proves you understand the prospect's situation.

Once replies arrive, the next job is qualifying the prospect. See the guide to agency discovery calls and qualifying, or go back to the agency consulting overview.

What is a lead generation system for an agency?

A lead generation system is a repeatable way to create conversations with the right buyers every month, rather than waiting on referrals. Tim Kilroy’s version starts with a clear ideal client, picks the channels that buyer actually uses, and builds a message that connects your work to their needs. DemandOS extends that so the whole team, not only the founder, creates demand. In the full FAQ

What is a good B2B lead generation strategy for agencies?

Know exactly who you are trying to attract, know how that audience prefers to receive information, and know what to say so you stand out. Those are Tim Kilroy’s three steps. A digital agency talking to digital marketers, for example, should favor native channels like email, LinkedIn content, and video over postcards or billboards. In the full FAQ

Why don’t referrals scale?

Referrals arrive because of what you have done in the past and how you treated your network, so you cannot decide to get more of them this month. Tim Kilroy notes that referrals are wonderful right up until the month they do not show up. RSW/US reports 75% of agencies name referrals as their top new business source, yet 93% say their growth engine is not strong enough. In the full FAQ

What is the lead generation process?

The lead generation process is the path from a stranger noticing you to that person raising their hand. For agencies, Tim Kilroy breaks it into defining the ideal client, choosing channels that client uses, publishing a clear point of view, and turning replies into qualified conversations. Each step should be measured, so you know which one to fix. In the full FAQ

How should agencies approach sales prospecting?

Lower the ask. In one Agency Studio example, the call to action in an outbound email changed from “Book a 30-minute discovery call” to “Is this on your radar?” and replies started coming in. Prospecting works better when the first step is easy to say yes to and the message shows you understand the prospect’s situation. In the full FAQ

What is DemandOS?

DemandOS is Tim Kilroy’s system for turning the whole agency team into a demand engine. It starts with sharp positioning, then gives each role a way to talk about it from their own seat: the CEO writes for senior decision makers, strategists for VPs and directors, project managers for operations leads, and junior staff for early career people who notice good work first. In the full FAQ

Read all 49 questions and answers in the agency consulting FAQ

• Agency consulting overviewAgency consulting overview: who Tim Kilroy helps, the programs, and how an engagement works.
• Sales ProcessThe five-stage agency sales process, the 90-day leak test, and follow-up that keeps deals moving.
• DiscoveryDiscovery call sales for agencies: definition, qualifying the prospect, and preparation.
• By the NumbersSourced industry statistics on agencies, coaching, and lead generation.