The Difference Between a Lead Generation Agency versus Digital Marketing Agency

lead gen vs digital agency

When it comes to lead generation, 55% of marketers believe that using social media is the best method, followed by website optimization or SEO (43%).

If the marketing team doesn’t know the customer well, they will not be able to achieve a high rate of conversion. Those who have expressed an interest in a product or service are treated as leads. It is necessary to devise a strategy that outlines the steps to be taken to pique the interest of potential customers aka leads.

Marketing experts use the company’s database to plan strategies for converting potential customers after generating leads.

What is a Lead Generation Agency?

For a lead generation agency, generating leads is one of the main objectives to grow clients’ business opportunities exponentially.

A lead is a user who has provided their contact information to a company and subsequently becomes part of its database. The organization can interact and pass on information related to its commercial activity. The registration is usually done online, through a form included in a landing page or landing page.

When the user gives the company his data, they do so in exchange for something that provides them with valuable information, such as access to specialized content, a product catalog, etc.

A lead generation agency helps you increase your sales possibilities by generating quality leads.

To do this, an agency carries out recruitment, loyalty and subsequent conversion through Inbound Marketing strategies. Since not all customers are at the same stage of the buying process, they use different tools and techniques for each stage.

Going further into the matter, the methodology used in generating contacts consists of four phases or basic elements.

First of all, they generate an offer; they create quality content that adds value to the potential client. Subsequently, they take care of creating very visual and eye-catching CTAs (Calls to Action) that link directly to the landing page, where you will find all the information about the offer and can download it once you have filled out the form.

Finally, this form collects the contact information (usually the name and email) of the lead-in question in exchange for a downloadable offer.

Here’s what a lead generation agency can offer:

Content marketing

An agency can create and publish valuable marketing content that is of interest to your potential customers and moves them forward in their purchase process until they purchase your company’s product or service.

Email Marketing

An agency can create and send marketing emails to attract new customers, develop a relationship with current ones, create loyalty, increase sales, build trust in a product and services, remember and confirm a purchase order, among many other objectives. They also take care of each stage in the relationship with the client: lead nurturing, prospecting, conversion and loyalty.

Lead generation using social media platforms

In addition, an agency would update your main Social Networks with quality content to reach a larger audience and capture leads. They also create downloadable content with which you can direct your users to the landing pages where they can access offers in exchange for leaving their data.

Google AdWords

Paid advertising or SEM exponentially improves the conversion rate of a business. The platform most agencies work within SEM campaigns is Google Ads. They also offer various types of ads both in search engines and in product sheets, campaigns in local areas, etc.

What is a Digital Marketing Agency?

Defining what digital marketing is will help you get started. This term refers to digital technology in the marketing of products or services to reach and convert customers. The main goal is to use digital marketing techniques to promote brands, create preference, and increase sales.

You need a digital marketing agency to do this work for you, which is what they do. Digital marketing encompasses a wide range of strategies and tactics, including SEO and SEM, as well as the use of content creation tools like HubSpot and other social media platforms, email campaigns, display ads and eBooks, games, and other digital media. Marketing products and services to consumers and businesses via digital channels are what a digital marketing agency does in this manner.

An advantage of using digital marketing professionals is that they can analyze actions that add real value to web communication efforts and, as a result, help establish your brand as an authority in the minds of prospective clients.


Without paying for a commercial (or several) in search engines like Google, a website or web page’s visibility can be improved by participating in this type of activity.

Social media marketing

An important part of this strategy is to generate interest in your content and get people to share it on the different social networks that already exist. Even though this management can be done in-house, due to the high volume of work, it is commonly decided to outsource to agencies that handle it professionally and dedicatedly.

Web development

To better serve their customers, many agencies are also focused on developing tools that allow them to communicate with you directly: websites and mobile applications that adhere to industry standards and are easy for your customers to use.

Ecommerce development

As a result of the rise of eCommerce, another branch of digital marketing functions has emerged, focusing on developing e-commerce platforms that construct logistics and solutions tailored to you and your final consumer’s requirements.

How to Differentiate between a Lead Generation and a Digital Agency?

Even though lead generation and digital marketing agencies often perform similar tasks, their primary differences lie in their long-term objectives. While a lead generation agency aims to deliver leads to your sales team quickly, marketing agencies may focus more on your company’s long-term growth.

If you think about a timeline, you can see the differences between these agencies. It is more common for marketing firms to focus on the long term rather than the short term for lead generation.

They would spend money on advertising and drive traffic to your landing pages, where they would collect visitor data and deliver qualified leads. There is a chance that this will give you an immediate boost. However, these tactics can plateau and produce diminishing returns without a major shift in strategy over the long term. In addition, the leads will cease to come in as soon as you stop spending money on advertising.

A marketing firm can help you boost your website’s organic search traffic by creating and posting useful blogs, product guides, and tutorials. As a result, a digital marketing agency will devote more time to developing an autonomous system. People will keep coming back to your page and connecting with your brand if you have evergreen content like this to offer them.

The types of leads returned by these two types of agencies are also a significant distinction. An agency specializing in lead generation will pay close attention to the specific types of leads it generates. It is not uncommon for them to get in touch with leads to manually verify, categorize, or qualify them before handing them to your sales team.

A digital marketing agency frequently automates this process, resulting in leads that may not be as enthusiastic about your product or service as you would hope. It’s easy to scale up as traffic and leads increase with this type of automation.


Is lead generation part of digital marketing?

It is a specific strategy that comes under the umbrella of a digital agency since it is based on attracting potential customers to your business.

How do digital agencies generate leads?

An agency would bring potential customers to your business (acquisition) and convince them to offer their contact services to you (engagement).

What is B2B lead generation?

Short for business-to-business lead generation, it is a process of running a lead generation campaign for businesses.

Why do we need lead generation?

Lead generation is essential for giving out the first impression of your business to potential customers, and then allowing your sales team to persuade leads into buying products/services.

It’s up to you to decide which agency is best for you based on your specific business objectives.

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