Questions for business-to-business demand generation agency: what to ask before signing

What to take away

Move from rapport to evidence

A pitch meeting rewards charm. An evaluation meeting rewards evidence. Bring a written list of questions and ask the agency to answer in writing, so you can compare suppliers on the same terms. Answers given only verbally tend to evaporate once the contract starts.

Questions about UK case studies and results

Ask for two case studies from businesses of a similar size and sector in the UK, with the baseline numbers attached. A rise in marketing qualified leads means little if the sales team never agreed with the definition.

Case study claims count as advertising, so they must be substantiated under the CAP Code.

Questions about data, GDPR and buying signals

Under the UK GDPR the agency is usually a processor and you remain the controller, so you are accountable for the data it handles on your behalf. Ask for the lawful basis behind each list or intent source, the retention period, and how opt-outs are applied across email, phone and paid social.

The ICO's UK GDPR guidance explains the records a controller must keep, and those obligations do not transfer to your supplier.

If intent data is on the table, our guide to intent data and buying signals sets out how to test a source before you commit budget.

Questions about reporting and your sales team

Ask who owns the CRM, how leads are routed, and what happens when sales ignores them. Demand generation fails quietly when marketing sends leads into a void. Agree a service level for follow-up, name the weekly report owner, and set a review date at 30, 60 and 90 days.

Ask for the raw data behind the dashboard, not only the chart, so your own analysts can check the numbers.

Questions about contract terms, pricing and English law

Ask which legal entity signs, where it is registered, and which law governs the agreement. A UK buyer should expect English law, or the law of Scotland or Northern Ireland if the agency trades from there. Confirm the minimum term, the notice period, and who owns the creative and the data at exit.

The headline retainer rarely matches the final invoice, so compare agency pricing models on a like-for-like basis before talks begin.

Check the agency's registration and filing history at Companies House, because overdue accounts signal a supplier that may not survive the contract.

What a strong answer sounds like

Use a scoring table so every supplier answers the same questions and weak replies stand out.

Questions about client references from British firms

Ask for two references from British firms matched on sector and deal size, then speak to them without the agency on the call. Ask what broke, how fast the agency responded, and whether the client renewed. A reference who signed twice tells you more than any awards entry.

Common questions

Should I ask the same questions to every agency?

Yes. Identical questions in writing let you score answers against each other rather than against your memory of the meeting. Keep the list to around 15 and score each answer from one to five.

Can I ask for a paid pilot before signing?

Yes, and it is often the fastest way to test delivery. Agree the scope, the fee and the data handling terms in writing first, so the pilot does not become an implied contract.

What if an agency will not name any clients?

Treat it as a warning sign. Confidentiality clauses are common, but most agencies can arrange a reference call or share an anonymised case study with figures under NDA.

Do I need a UK-based agency?

Not always, but a supplier with UK clients understands British buying cycles, regional sales teams and the data rules that apply here. Ask where the delivery team sits and who answers the phone in your timezone.