If you’ve ever worked with a marketing agency, or considered it, you’ve probably asked yourself the same questions:
- Are we getting the most out of this?
- What should we expect?
- And most importantly… how do we make it actually drive pipeline?
In our latest Amplify session, I sat down with three experienced demand generation agencies across ANZ to unpack exactly that. What followed was a refreshingly honest conversation about what works, what doesn’t, and how partners can get real results.
Here’s what stood out.
It All Starts With One Thing: Qualified Pipeline
No matter the agency, no matter the tactic - events, telemarketing, ABM, or content syndication - the goal is the same:
Qualified pipeline your sales team can act on.
Not just leads. Not just volume.
Leads that convert into conversations, opportunities, and ultimately revenue.
A common challenge we see with partners is getting access to the right audience - especially senior decision-makers. Agencies exist to solve that access problem - whether that’s through curated events, outbound programmes, or targeted campaigns.
The Best Partnerships Feel Like… Partnerships
One of the strongest themes across the session was this:
The partners who get the best results treat agencies as an extension of their team, not a vendor.
That means:
- Sharing context early
- Being clear on your goals
- Actively engaging throughout the campaign
When agencies are brought in early and given the full picture, they can shape not just execution - but strategy.
Clarity Beats Perfection (Every Time)
A question we hear all the time: Do I need a full strategy before engaging an agency?
Short answer: No.
What you do need is clarity on a few key fundamentals:
- What are you trying to achieve?
- Who is your target audience?
- What does success look like?
- What’s your budget and timeline?
The how? That’s something you build together.
In fact, waiting until everything is “perfect” often slows you down. The most effective engagements start earlier—with collaboration shaping the approach.
You Can’t Have It All: Speed, Cost, Quality
Let’s address the elephant in the room.
Everyone wants:
- Fast execution
- High quality outcomes
- Low cost
But in reality, you can’t maximise all three.
Quality should always win
Low-cost, high-volume lead generation might look good on paper - but if it doesn’t convert, it’s wasted investment.
A better metric?
Cost per opportunity, not cost per lead.
What a “Good” Campaign Actually Looks Like
Success isn’t just delivery—it’s impact.
Across the board, a strong campaign looks like:
- The right audience (not just volume)
- Genuine conversations with decision-makers
- Clear alignment to your ICP
- A pathway to pipeline and revenue
For events specifically, it’s not about pitching—it’s about building thought leadership and relationships that convert over time.
Where Campaigns Usually Fall Over
Here’s where things often go wrong:
1. No Follow-Up Capacity
Great leads mean nothing if no one follows up - fast.
2. Weak or Vague Briefs
“We want leads” isn’t a strategy.
3. Lack of Feedback
The best results come when partners give regular, honest feedback during the campaign - not after it ends.
4. Diluting Your Target Audience
More isn’t always better. Protect your ICP.
One Thing to Do Next Week
If there’s one action I’d recommend:
Define what success realistically looks like for your business.
Not just leads. Not just activity.
- Is it meetings?
- Pipeline value?
- Closed deals?
Because once that’s locked in, everything else - strategy, channels, agency fit—gets much easier.
Why Work With an Agency in the First Place?
Especially for partners with limited or no marketing resources, this is where agencies shine.
They bring:
- Specialist expertise (built over years, not months)
- Existing tools, data, and infrastructure
- The ability to scale demand generation faster
- An external perspective to drive growth beyond organic reach
Or simply put:
They take the heavy lifting off your plate - so you can focus on closing.
Final Thoughts
What I loved most about this session is that despite working in different ways, all three agencies aligned on the fundamentals:
- Be clear on your outcomes
- Collaborate closely
- Prioritise quality
- Treat it as a partnership
Because when that happens?
You don’t just run campaigns - you build pipeline that actually matters.
If you missed the session, the recording will be available via our education centre shortly - or reach out and I can point you in the right direction.
