10 Types of Lead Generation Strategies for Agencies

Let’s face it: without leads, your agency is like a car without gas—you’re not going anywhere fast. That’s why lead generation is the lifeblood of any agency. It keeps the wheels turning and the clients coming in.

Simply put, agency lead generation involves helping a business fill its pipeline with potential clients. The more you pour in, the more business flows out. But does that mean it's simple? Well, yes and no. The key is knowing which lead generation strategies to use and when.

We're about to break down 10 proven strategies to keep your agency's pipeline full. Let’s get into it!

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#1. Cold Outreach (Email and LinkedIn)

First is the old, classic cold outreach. Yes, when done right, it can work really well. Cold outreach is all about playing the numbers game but with strategy.

Take email, for example. Imagine you’re scrolling through your inbox. Would you open a cold email that reads, “We provide marketing services”? It’s unlikely to grab attention.

Now, what if the subject said, “We helped [Your Competitor] increase sales by 200%—Interested?” That just might do it. It’s all about grabbing attention with something worth reading.

LinkedIn is another great cold outreach lead generation platform for marketing agencies. The key here: be human. Nobody desires to communicate with a robot. Keep your messages short, personal, and to the point. Agencies that get this right see a huge return on LinkedIn lead generation strategies. 

For example, Olga Kokhan of Tinko Group ran LinkedIn campaigns that targeted tech industry CEOs with personalized outreach. The top 25% of the campaigns received a 20% response rate.

Just remember: cold outreach isn’t about spamming. It's all about making a personal connection.

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#2. Webinars and Online Workshops

People love free stuff, especially when it teaches them something useful. This is where webinars and online workshops come in as primary tools to generate leads for an agency. They’re like holding a one-day workshop without all the stress of physical organization.

Agencies that run webinars position themselves as experts. You’re essentially saying, “Hey, we know our stuff, and we’re here to share the knowledge.” And people love learning from experts.

However, the key is to offer real value, not just a glorified sales pitch. No one will sign up for a workshop called “Why You Should Hire Us.”

An agency specializing in social media marketing could instead host a webinar called “How to Get 10K Instagram Followers in 60 Days.” That’s something people will want to attend.

While you’re disseminating valuable information, you’re also building trust. Before you know it, they’re reaching out to hire you because they know you’ve got the goods and industry know-how.

Additionally, webinars are interactive. You get to chat with potential clients in real-time, answer their burning questions, and showcase your expertise.

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#3. Partnerships

Why do it alone when you can team up? Partnerships are the secret many agencies overlook. Collaborating with other businesses (that aren’t direct competitors, of course) opens doors to a whole new pool of potential clients, boosting agency lead generation.

Think of it this way: you’re a digital marketing agency partnering with a web development company. They build the websites; you bring the traffic. It’s a win-win! You gain access to their clients, and they gain access to yours. You’re essentially sharing lead generation strategies without stepping on each other’s toes.

Co-marketing is where the magic happens. Whether it’s joint webinars, blog swaps, or bundled services, combining forces makes both of you stronger. You get double the exposure for half the effort.

Here’s another clever tactic: reselling white-label services. Let’s say you’re an SEO agency, but your clients keep asking about reputation management. You don’t have to turn them away. You can partner with a company like Synup, resell their services under your brand, and suddenly you’re offering more solutions without all the heavy or technical work.

The best part is that partnerships build credibility. When clients see you working with other reputable companies, they trust you more. It’s like being part of the cool league in the industry—everyone wants to sit with you.

So, don’t go solo. Partner up, cross-promote, and generate leads for your agency faster!

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#4. Lead-gen Tools

Manual lead generation is quickly becoming a thing of the past. Why hustle for every lead when you’ve got tools that can do the job for you?

The appropriate tools can significantly assist you with agency lead generation. They can find and qualify potential clients without needing you to spend hours stalking LinkedIn profiles or scouring the web. The best part is that these tools provide you with data on exactly who you want to target.

Take Synup's B2SMB lead platform, for example. It’s built specifically for agencies looking for SMB (small-to-medium business) prospects. You get access to detailed data, like company size, industry, and even key decision-makers. 

Imagine getting a list of your dream clients handed to you on a silver platter. That’s basically what tools like Synup do. Instead of fishing blindly in a massive ocean, you’re now casting your net in a pond full of the exact fish you’re looking for.

And here’s the best thing: using a tool like this means you can focus on what you do best—closing deals, not chasing down prospects. 

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#5. Client Referrals

You know what’s better than getting a new client? Getting a new client because of an old one. That’s the magic of client referrals in agency lead generation.

When a happy client talks you up to their network, it’s like getting free advertising—except it’s much more credible because it comes from someone they trust.

Hard to believe?

92% of people trust recommendations from their peers (friends and family) more than any flashy marketing campaign, according to the Nielsen Global Trust Advertising Survey. If your client says, “Hey, these guys helped double our sales—check them out,” that’s gold. You don’t even have to sell yourself at that point; the trust is already established.

But you can’t just sit around waiting for referrals to happen. Sometimes, you need to give clients a little nudge. Ask for it! Offer an incentive, like a discount on future services or a free consultation for any new business they send your way. It’s a small price to pay for a steady stream of leads.

Think of it this way: client referrals are like the “friends and family plan” for your agency. If one person loves your work, chances are they know someone else who will too. So, deliver great results, build those relationships, and don’t be shy about asking for a referral.

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#6. High-Quality Lead Magnets

Who doesn’t love a freebie? Lead magnets are like the bait you use to reel in potential clients. But your bait has to be worth biting for it to generate leads for an agency. No one’s downloading a boring PDF called “5 Marketing Tips.”

Instead, think high-quality and valuable. Offer something your target audience actually wants and needs. Maybe it’s an in-depth guide, a free audit, or a calculator that saves them time. It could even be a webinar replay packed with actionable insights. The key is to aim to solve a problem they’re struggling with. Make it so good they can’t resist signing up for future communication.

For example, let’s say you’re a PPC agency. You could create a free Google Ads budget planner. It helps potential clients plan their campaigns and—bonus!—positions you as the expert they’ll want to work with when they realize they need more help.

Lead magnets should feel like a win-win. Your prospective client gets something awesome for free, and you get their contact info. That’s the first step to building trust, and once they’re hooked, you’ve got the chance to convert them into paying clients.

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#7. Search Engine Optimization (SEO)

Unfortunately, if you’re not showing up on Google, you’re basically invisible. This also means you’ve placed SEO on the back burner. Prioritizing SEO as a lead generation strategy is all about ensuring your agency pops up when someone searches for the services you offer.

It's simple internet engineering. Your ideal client is out there right now, typing “best marketing agency in [their location]” into Google. The question is, are you on the first page, or are you buried somewhere on page 10 with the random blogs from 2005? 

SEO for agency lead generation is about getting your agency to rank higher. How? By using the right keywords, optimizing your website, and keeping your content fresh. It’s not magic, but when done right, it can feel like it.

Here’s a real-world scenario: you run a digital ad agency. You optimize your site with keywords like “PPC management” and “social media marketing for small businesses.” Over time, when people search those terms, your agency climbs the ranks. And you’re now in front of potential clients without paying a cent for ads.

SEO takes time, sure, but it pays off in the long run. Once you’ve built up that organic traffic, leads come in without any extra effort. It’s like setting up a fishing net that catches prospects while you’re doing other things.

So, if you haven’t been paying attention to SEO to generate leads for your agency, now’s the time to get serious. Because if Google doesn’t know you exist, how will your next client find you?

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#8. Attend Industry Events

Remember, networking isn’t dead. Attending industry events is still one of the best ways to generate leads for agency.

Why?

Because face-to-face connections hit differently. When you’re in the room with potential clients, it’s much easier to build rapport. Plus, people tend to remember the person they shook hands with far more than the person who sent an email.

Conferences, trade shows, seminars—whatever floats your boat. These events are packed with people looking for solutions (aka what your agency offers). Don’t be shy. Chat people up, hand out your business cards, and make genuine connections.

Pro tip: Don’t just attend these events—participate. Host a booth, give a talk, or run a workshop. Put yourself in front of the crowd. Agencies that position themselves as experts at events get way more leads than those merely walking the floor with a coffee cup and a brochure.

And yes, even if you don’t walk away with 10 new clients the same day, you’ll leave with new relationships. Some of the best deals happen months after that first handshake.

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#9. Paid Ads

Let’s cut to the chase—paid ads work. Sure, organic growth is great, but paid ads are invaluable if you want to speed things up. Whether it’s Google, Facebook, Instagram, or LinkedIn, you can get your agency in front of the right people fast.

However, the beauty of paid ads lies in targeting. You can zero in on exactly who you want to reach—business owners, marketing managers, or even specific industries. Why waste time hoping your message lands when you can pay to get it right in front of your ideal client’s face?

Take Facebook ads, for example. You could run a campaign offering a free consultation to small business owners struggling with SEO. Or you could use Google Ads to target people searching for the “best digital marketing agency in [your city].” Just like that, you are now appearing when potential clients need you most.

And yes, it costs money, but think of it as an investment. You spend $500 on a well-placed ad and land a $5,000 client. Worth it, right? Just make sure your ad copy is solid, your offer is enticing (no one clicks on dull ads), and you’re following up on leads. 

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#10. Run Contests and Sweepstakes

Who doesn’t love the chance to win something cool? Running contests and sweepstakes is a fun and easy way to generate leads for your agency while getting your audience hyped up. People love freebies, and you’re giving them exactly that—plus, a little friendly competition never hurts.

The idea is simple: you offer something valuable (think free services, gift cards, or a year of your premium package), and in return, they give you their contact info. Boom—new leads right in your lap. It’s a win-win.

Let’s say you’re a branding agency. You could run a contest offering a free brand audit or logo redesign. People enter by filling out a quick form with their business info. You’ve now got a list of prospects who need what you offer.

And don’t stop there—spread the word. Post about it on social media, run a few paid ads, and get people excited. The more people who enter, the more leads you collect. Plus, it’s a great way to boost your online presence and generate buzz around your brand.

So, if you want a fun, fast way to fill your pipeline, contests are one of the best lead generation strategies. And even if they don’t win, they still get to know your agency. Now that’s also a win!

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Summing Up

There you have it—10 lead generation strategies to help your agency thrive. From cold outreach to contests, each method has its unique qualities. The key is to mix and match them based on what suits your agency best.

Remember, agency lead generation is about connecting with potential clients, so keep it personal and valuable. Don’t forget to track your efforts to see what works.

With the right strategies in place, you’ll fill your pipeline and grow your business quickly. Now, go out there and start trying out those lead generation strategies! 

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10 Types of Lead Generation Strategies for Agencies: FAQs

What is the best strategy for lead generation?

A mix of methods works best. You may combine SEO, cold outreach, and paid ads to reach your ideal clients. It really depends on your audience. Experiment with client referrals and paid ads to see what resonates.

What is the fastest way to generate leads for agency?

Paid ads are your quickest bet to generate leads for an agency. You can target specific audiences and see results almost immediately. Client referrals also work wonders—they fast-track your leads since people trust recommendations. But if you want something fast, you have to make an investment. 

What are the 4 L's of a lead generation strategy?

The 4 L's are: List, Lead, Locate, and Leverage. You may also see it as: Location, Leads, Literature, and Luxury. Whichever version you use, the goal is the same: to connect with potential clients effectively.