#156: Demand Generation: When to Hire an Agency and When to Go In-House

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In this episode, we dive deep into a question we get asked all the time: should you outsource your demand generation program to an agency or do it in-house? As two people who have experience on both sides – running agencies and helping companies build their own in-house demand generation teams – we’re here to give you the real answer.

We’ll discuss why many agencies can’t deliver on their promises and why it’s often better to build the foundation of your demand generation program in-house before turning to external help. We also cover what you need to have in place before hiring an agency and how to use one effectively when the time is right.

Tune in and learn:

+ Why you should start demand generation in-house

+ The importance of customer interviews and qualitative insights

+ When an agency can amplify your efforts and how to pick the right one

This episode is a must-watch for any B2B marketer struggling with the decision to hire external help. Learn from our mistakes and set your business up for demand generation success.

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00:00 Introduction: Should You Outsource Demand Generation?

01:20 The 5 BEs Framework Explained

03:00 When Companies Typically Turn to Agencies

05:00 Early Mistakes: Why Agencies Often Fail

07:00 Why Demand Generation Should Start In-House

09:10 Key Insights Needed for Effective Demand Generation

11:10 The Importance of Customer Interviews

13:30 The Role of Qualitative Insights in Demand Generation

15:00 Aligning Sales and Marketing for Success

17:30 Common Pitfalls When Scaling Too Quickly

19:20 How to Achieve Message-Market Fit Internally

22:00 Building the 80/20 Analysis of Your Best Customers

24:30 When Is an Agency the Right Fit?

27:00 Using Agencies to Amplify Your Message

29:50 Key Takeaways: When and How to Use Agencies

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S06 E156 - The B2B Playbook

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