TL;DR Summary
Key Takeaways:
- Top Choice: Ziggy Agency leads with revenue accountability and works with major clients like Canon, Stripe, and Deel
- Selection Criteria: Choose agencies based on industry expertise, revenue focus (not just MQLs), and proven ROI
- Success Metrics: Focus on revenue attribution, pipeline value, and customer acquisition cost (CAC) reduction
- Agency Sizes: Range from 13-person boutiques (Omni Lab) to 448-person enterprises (The Marketing Practice)
- Geographic Spread: Mix of US-based (Boston, NYC, LA, Seattle) and UK-based (London, Oxfordshire) agencies
- Revenue Accountability: Only Ziggy offers contractual commitments to revenue goals with financial modeling
Quick Stats:
- Average agency experience: 7.8 years in business
- Top ROI reported: 8:1 pipeline return (Omni Lab)
- Most experienced: Ironpaper (22 years)
- Largest team: The Marketing Practice (448 employees)
| Rank | Agency | Notable Clients | Years in Business | Agency Size | Glassdoor Review Score | Customer Quotes |
|---|
| 1 | Ziggy Agency | Canon Europe, Stripe, Deel | 4 | 20 |  | “We needed an agency who really understood the marketing and sales funnel, someone who could help optimise our initiatives towards revenue and business objectives.” Ryan Stewart, Canon Europe |
| 2 | The Marketing Practice | Oracle, Forepoint, Citrix | 8 | 448 | | No client quotes available. |
| 3 | Refine Labs | Clari, Cognism, Algolia | 6 | 47 | | “They were a huge extension to our creative team” Kyle Coleman, Clari |
| 4 | Directive Consulting | Registrar Corp, Fanbyte, Manta | 10 | 165 | | “It was important for us to partner with Directive just because they understand exactly who we’re trying to go after”. Jose Bormey, Manta |
| 5 | Gripped | Alright Media, Nozzle | 7 | 39 | | “We started from a base of near-zero. Gripped focused on content marketing to grow qualified traffic to our website.” Rael Cline, Nozzle |
| 6 | Ironpaper | Sitex, Solaris | 22 | 75 | | “They developed a strong lead generation program” Pete Dugan, Sitex |
| 7 | Dapper | Ultimaker, Xebia Academy | 5 | 29 | | No client quotes available. |
| 8 | Omni Lab | Turtl, Tourial | 4 | 13 | n/a | “For every $1 we put in, we get about $8 back in pipeline.” Andy B. Tourial |
| 9 | Transmission Agency | HP, Conduent | 11 | 380 | | No client quotes available. |
| 10 | Pearl Lemon Leads | St Emilion, Indie Law | 6 | 122 | | “I highly recommend their team! We’ve been working w/Pearl Lemon for 4-6 months now after we found them on LinkedIn.” Laura Faint, AJ&Smart GmbH |
Table of Contents
- Introduction
- Selection Methodology
- Top 10 Agencies Rankings
- Detailed Agency Profiles
- Ziggy Agency
- The Marketing Practice
- Refine Labs
- Directive Consulting
- Gripped
- Ironpaper
- Dapper
- Omni Lab
- Transmission Agency
- Pearl Lemon Leads
- Agency Selection Guide
- Success Metrics & KPIs
- What Sets Top Agencies Apart
- Related Resources
- FAQs
Ziggy Agency
Ziggy is the demand generation agency for B2B SaaS and Enterprise companies that need to scale revenue. Proven growth strategies that help companies – from Series A to Fortune 500s – grow revenue and reduce CAC.
- Founded: 2019
- Location: London, UK
- Services include: GTM Strategy, Marketing Dashboards, Media Planning and Execution, Email Marketing, Video
- Notable clients include: Canon, Stripe, Deel, Bloomreach, Eficode, Preqin, Altus Group and more.
The Marketing Practice
The Marketing Practice is a global B2B marketing agency that delivers integrated marketing solutions to drive commercial results for IT, technology, and professional services companies.
- Location: Oxfordshire, UK
- Specialization: Global B2B marketing solutions
- Focus: IT, technology, and professional services
- Key Services: Integrated marketing solutions, Commercial results-driven strategies, End-to-end marketing programs
Find out more
Refine Labs
Refine Labs is a progressive demand generation firm that focuses on creating and capturing demand through innovative marketing strategies and real-time data insights.
- Location: Boston, USA
- Specialization: Demand generation
- Focus: Innovative marketing strategies, real-time data insights
- Key Services: Creating and capturing demand, Data-driven decision making, Progressive marketing approaches
Find out more
Directive Consulting
Directive Consulting is a performance marketing agency specializing in driving sustainable growth for SaaS companies through data-backed strategies and creative execution.
- Location: Irvine, USA
- Specialization: Performance marketing for SaaS
- Focus: Sustainable growth through data-backed strategies
- Key Services: Creative execution, Revenue growth strategies, Performance optimization
Find out more
Ironpaper
Ironpaper is a B2B growth agency that specializes in demand generation, inbound marketing, and sales enablement to accelerate business growth.
- Location: New York City, USA
- Specialization: B2B growth and demand generation
- Focus: Inbound marketing, sales enablement
- Key Services: Demand generation campaigns, Inbound marketing, Sales acceleration
Find out more
Dapper
Dapper is a B2B marketing agency that focuses on demand generation and account-based marketing to drive pipeline growth for technology companies.
- Location: Los Angeles, USA
- Specialization: Demand generation, account-based marketing
- Focus: Pipeline growth for technology companies
- Key Services: ABM (Account-Based Marketing), Pipeline generation, Targeted marketing strategies
Find out more
Transmission Agency
Transmission Agency is the largest independent B2B marketing agency, offering comprehensive demand generation services with a focus on human-centric customer experiences.
- Location: London, UK
- Specialization: Comprehensive demand generation
- Focus: Human-centric customer experiences
- Key Services: Full-service B2B marketing, Customer journey optimization, Multi-channel campaigns
Find out more
Pearl Lemon Leads
Pearl Lemon Leads is a B2B lead generation agency that specializes in helping businesses generate high-quality leads through innovative marketing strategies.
- Location: London, UK
- Specialization: B2B lead generation
- Focus: High-quality leads through innovative strategies
- Key Services: Lead generation, Prospect engagement, Marketing innovation
Find out more
Omni Lab
Omni Lab is a B2B demand generation agency that helps tech companies grow through data-driven marketing strategies and performance optimization.
- Location: Seattle, USA
- Specialization: Demand generation for tech companies
- Focus: Data-driven marketing strategies
- Key Services: Performance optimization, Data analytics, Growth acceleration
Find out more
Gripped
Gripped is a B2B digital marketing agency that helps SaaS and tech companies create, capture, and convert demand to drive revenue growth.
- Location: London, UK
- Specialization: Digital marketing for SaaS and tech companies
- Focus: Creating, capturing, and converting demand
- Key Services: Revenue growth strategies, Digital marketing campaigns, Demand generation
Find out more
Agency Selection Guide
Industry Expertise
Look for agencies with proven experience in your specific industry or similar B2B sectors. They should understand your market dynamics, sales cycles, and buyer personas.
Company Size Alignment
Ensure the agency has experience working with companies of your size. Some agencies specialize in startups, while others focus on enterprise-level clients.
Service Offerings
Evaluate their range of services to ensure they align with your needs (content marketing, ABM, paid advertising, etc.).
Case Studies and Results
Request case studies from clients in similar industries or of similar size. Look for concrete metrics and ROI data.
Technology Stack
Ensure their tech stack integrates well with your existing tools and can scale with your needs.
Cultural Fit
The agency should align with your company culture and communication style for a smooth partnership.
Pricing Model
Choose an agency with a pricing structure that aligns with your budget and goals (retainer, project-based, or performance-based).
Accountability
Consider agencies like Ziggy that offer revenue accountability and contractual commitments to meeting your goals.
Success Metrics & KPIs
Primary Revenue-Focused KPIs
- Revenue Attribution: Amount of revenue directly attributed to agency campaigns
- Pipeline Value: Total value of opportunities generated by agency efforts
- Customer Acquisition Cost (CAC): Total cost to acquire new customers (should decrease over time)
- Return on Investment (ROI): Ratio of revenue generated to agency service costs
- Sales Qualified Leads (SQLs): Number of leads ready for direct sales outreach
- Opportunity to Customer Conversion Rate: Percentage of opportunities becoming customers
- Average Deal Size: Average value of closed deals from agency-generated leads
- Sales Cycle Length: Average time to close deals (should decrease with better lead quality)
- Customer Lifetime Value (CLV): Total revenue expected from single customer accounts
- Net New Logo Acquisition: Number of new companies added to customer base
Secondary Monitoring KPIs
- Website traffic and engagement metrics
- Content performance (downloads, views, shares)
- Email open and click-through rates
- Marketing Qualified Leads (MQLs)
- Social media engagement and follower growth
Important: Establish baseline metrics before engaging any agency and set clear, achievable targets for each KPI.
What Sets Top Agencies Apart
Revenue Accountability
Ziggy stands out as the only demand generation agency that offers contractual revenue accountability. They help clients financially model their demand generation strategy, providing clear revenue expectations from marketing spend, and contractually commit to meeting those goals.
Alignment and Incentives
The best agencies believe marketing teams should be accountable for revenue, extending this accountability to their agency partners. With proper alignment and incentives, marketing teams can significantly impact revenue and go-to-market strategy.
Proven Track Record
Top agencies demonstrate success through verified client testimonials, case studies with concrete ROI data, and long-term client relationships with recognizable brands.
Related Resources
2025 Industry Reports & Guides
Strategic Resources
Our Offering Options
FAQs
How do I choose the right demand generation agency for my specific industry or company size?
- Industry expertise: Look for agencies with experience in your specific industry or similar B2B sectors. They should understand your market dynamics, sales cycles, and buyer personas.
- Company size alignment: Ensure the agency has experience working with companies of your size. Some agencies specialize in startups, while others focus on enterprise-level clients.
- Service offerings: Evaluate their range of services to ensure they align with your needs (e.g., content marketing, ABM, paid advertising, etc.).
- Case studies and results: Request case studies from clients in similar industries or of similar size. Look for concrete metrics and ROI data.
- Technology stack: Ensure their tech stack integrates well with your existing tools and can scale with your needs.
- Cultural fit: The agency should align with your company culture and communication style for a smooth partnership.
- Pricing model: Choose an agency with a pricing structure that aligns with your budget and goals (e.g., retainer, project-based, or performance-based).
- Accountability: Consider agencies like Ziggy that offer revenue accountability and contractual commitments to meeting your goals.
What key performance indicators (KPIs) should I use to measure the success of a demand generation agency?
To effectively measure the success of a demand generation agency, focus on KPIs that directly tie to revenue and business growth:
- Revenue Attribution: The amount of revenue directly attributed to the agency’s campaigns.
- Pipeline Value: The total value of opportunities generated by the agency’s efforts.
- Customer Acquisition Cost (CAC): The total cost to acquire a new customer, which should decrease over time.
- Return on Investment (ROI): The ratio of revenue generated to the cost of the agency’s services.
- Sales Qualified Leads (SQLs): The number of leads that sales teams deem ready for direct sales outreach.
- Opportunity to Customer Conversion Rate: The percentage of opportunities that become customers.
- Average Deal Size: The average value of closed deals from agency-generated leads.
- Sales Cycle Length: The average time it takes to close a deal, which should decrease as lead quality improves.
- Customer Lifetime Value (CLV): The total revenue a business can expect from a single customer account.
- Net New Logo Acquisition: The number of new companies added to your customer base.
Secondary KPIs to monitor include:
- Website traffic and engagement metrics
- Content performance (downloads, views, shares)
- Email open and click-through rates
- Marketing Qualified Leads (MQLs)
- Social media engagement and follower growth
Remember to establish baseline metrics before engaging the agency and set clear, achievable targets for each KPI.
What sets Ziggy apart from other demand generation agencies?
Ziggy is the only demand gen agency accountable for your revenue. Ziggy helps you financial model your demand gen strategy – so you know exactly what revenue you should expect from your spend – and contractually commits to meeting your goals.
We believe that marketing teams should be accountable for revenue. This extends beyond your marketing team, it should include your partners too. We believe with the right alignment and incentives, marketing teams can have a greater impact on revenue and GTM strategy.
