Generating leads is the bread and butter of B2B digital marketing agencies. However, these days the landscape is crowded - brands are spoilt for choice, and the pressure to stand out and gain clients has never been greater.

The competition isn't just in your head - it's real. According to Agency by Agency's March 2025 growth report, agency numbers have doubled to over 30,000 in the last ten years. If you want to get ahead and win business, you need an edge. The right approach and tools can help you cut through the noise, connect with the right people, and ultimately grow your business with long-lasting clients.

In this blog, we’ll share practical tips to help your agency grow and source more leads.

Use data to work smarter, not harder

The obvious trap when finding leads is casting too wide a net. Newer, inexperienced agencies often seek broad reach rather than targeted impact, ending up with too many shallow contacts and not enough strong business to sustain them.

It’s all about quality over quantity (the cliché exists for a reason). To hone in on those quality leads, you need accurate data you can rely on. That’s where tools like ALF Insight can help. With ALF, you can:

• Spot brands increasing their advertising budgets. This is a strong indicator that they’re looking to invest in agencies to help them make the most of their marketing efforts.
• See which companies might be open to switching agencies. For example, a partnership might be up for renewal in the coming months.
• Get in touch with key decision-makers at the brands you want to work with. ALF keeps their contact details updated regularly, so you can always rely on having the latest information at your fingertips.

Instead of spending hours chasing cold leads, ALF helps you focus on the prospects who are ready to talk. After all, we’re all about making new business easier. Just ask Bailee-Kate Griggs, Head of New Business & Marketing at Goodstuff…

Polish your online presence

Nowadays, a brand’s first impression of an agency is almost always digital. Your website and social channels need to be optimised to make that first impression count. Here are some ways to do that:

• SEO: They say one of the loneliest places on Earth is the second page of Google. Make sure your site ranks highly for searches like “digital marketing agency for [industry]”. This helps you attract prospects who are already looking for what you offer while keeping you ahead in search rankings against your competitors.
• Content Marketing: Share case studies, blogs, and guides that show off your expertise and the results you’ve delivered for other brands. According to the Content Marketing Institute, 73% of the most successful content marketers use case studies - and so should you.
• Paid Ads: While organic marketing is something every brand should dedicate time to, paid ads are a must. Use platforms like LinkedIn and Google Ads to target specific industries or job roles, such as marketing directors or CMOs.

A well-rounded digital strategy can help bring business to you, saving you time and effort on outreach.

Make networking work for you

The old-school version of networking - shaking hands at events - is as alive as ever. However, nowadays networking has gone ‘omnichannel’. This means you have to be wherever your clients are, both online and offline.

• Webinars: Hosting webinars is a popular way to position yourself as a thought leader while providing yourself with an organic list of potential leads to chase down.
• Social Media: By social media, I mean LinkedIn. That’s where you need to be in the B2B space. It’s where everyone connects with prospects, but you can also join discussions and share content that showcases your agency’s expertise. However, don’t bank on making meaningful connections there. LinkedIn is a very noisy and crowded place. That message you sent to the CMO of a brand you want to work with has likely been one of dozens of identical messages they’ve received that week - and they’re probably ignoring all of them.
  • Pro tip: That’s where ALF comes in. You get access to actually useful contact methods to make your outreach worthwhile.

Remember, don’t let leads go cold. Not every lead will convert straight away, but that doesn’t mean they’re a lost cause. Use email marketing and retargeting ads to nurture your leads over time. For example, if someone attended your webinar, follow up with a tailored message. It’s about staying on their radar until they’re ready to take the next step.

Stay on top of trends

In the fast-moving world of advertising, timing is everything. It’s important to know what’s trending in different industries to give you that crucial edge when approaching prospects.

That’s why, at ALF, we source the most relevant industry news so you can stay up-to-date with the businesses you’re targeting. In short, simple articles, we help you stay ahead by providing data on where brands are focusing their budgets, what partnerships are coming to a close, and any important personnel changes that might bring about a renewed marketing focus.

For instance, if you notice sustainability campaigns gaining traction in retail, you can tailor your outreach to highlight your expertise in this area. Or perhaps a brand has just appointed a new Head of Marketing, and they’ll want to hit the ground running with a new campaign that you could help with.

With ALF, you’ll get this crucial information as soon as possible, allowing you to act on it before your competitors do.

Personalise your approach

No-one likes a generic sales pitch. If you’re reusing the same deck that you’ve used on five other brands that week, people will notice. We know you’re busy, but putting in that extra time and effort will make all the difference. So, when reaching out to a potential client, make it all about them:

• Do your research to understand their challenges and priorities.
• Share a specific idea or insight that aligns with their goals - solve a problem they don’t even know they have.
• Show examples of how you’ve delivered results for similar clients in that industry, proving you’re tried and tested and worth the investment.

This personalised approach shows you’ve done your homework and positions you as a partner, not just another agency selling services.

It’s good to keep in mind that generating leads isn’t just about what you do - it’s about how you do it. To see what’s working, use analytics to track which channels and campaigns are driving the most leads, and refine your approach accordingly.

Why ALF Insight is an agency must-have

ALF Insight isn’t just another tool - it’s like having an extra member of your team who knows exactly where to look for opportunities. Whether you’re identifying brands ready to spend, finding decision-makers, or tracking industry trends, ALF gives you the insights you need to make smarter decisions.

It’s not about working harder, it’s about working smarter. And with ALF, you can do just that.

By following these tips and leveraging ALF Insight, your agency can create a lead generation strategy that’s efficient, targeted, and built for growth.

Ready to take the next step? Book a demo with ALF and see how we can help your agency thrive.