Strengthening the B2B Ecosystem: How LeadSwell Works With Agencies to Drive Success

Jun 9, 2026

Matt Payne

In 2026, successful B2B growth is driven by collaboration. LeadSwell and a major Bay Area B2B Media agency have joined forces to deliver a unified demand activation engine that connects brand awareness, buying-group engagement, and sales activation. This partnership provides enterprise and mid-market teams with a "Human-in-the-Loop" approach to demand intelligence that ensures every lead is backed by real, grounded data.

Two Industry Leaders, One Integrated Revenue Engine

By combining LeadSwell’s proprietary demand generation platform with this major Bay Area B2B Media agency's strategic reach, we offer a comprehensive solution for marketers who are accountable for real revenue outcomes.

Shared Accountability

Our partnership is built on clear communication and strategic guidance aligned with specific pipeline goals.

Operational Reliability

We leverage multiple layers of quality assurance, including AI-assisted and human validation, to deliver consistent, repeatable performance.

Key Benefits for Demand Gen Teams and Agencies

This collaboration simplifies the complex B2B buying journey, allowing teams to activate audiences across premium content and media environments with precision.

Strategic Synergy in 2026

Activate Buying Groups

Surround entire buying committees at priority ICP accounts with coordinated programmatic and content campaigns.

Accelerated Pipeline

Move beyond clicks and focus on account progression, turning interest into measurable sales opportunities.

Revenue Intelligence

Our integrated reporting connects engagement data directly to pipeline impact, showing you exactly where your revenue is coming from.

Navigating Market Shifts with Strategic Partners

In an era of rapid industry changes, having resourceful partners is a differentiator. LeadSwell acts as an extension of our client's team, providing the expertise needed to navigate the "smoke and mirrors" of B2B lead generation and make data-driven decisions that benefit your business long-term.

LeadSwell Webinar Promo Workflow

Read how LeadSwell partners with a major agency to deliver demand-generation solutions

CEO Matt Payne began working with this agency long before LeadSwell was founded in 2007. In 1998, Matt was invited to a meeting with Miller Freeman (now Informa). Matt soon learned the goal of the meeting was to purchase all of Matt's email newsletter sponsorships he had to sell. He quickly realized that B2B lead generation was top of mind for technology companies.

Matt and LeadSwell have remained a strategic partner of this agency for over 25 years, providing lead generation services on a wholesale basis at price points determined by the agency. As with most agencies, LeadSwell is included in every pitch tofulfill content syndication and lead generation services for theagency’s clients.

It works like this:

  • The agency provides LeadSwell with campaign requirements, often through an RFP.
  • LeadSwell provides a proposed volume of leads it can guaranteeover a period of time, generally 30-90 days.

Since LeadSwell produces all of its leads in-house, it has tremendous flexibility in price. For this reason, LeadSwell partners with agencies on CPL. Once media plans are approved, the agency requests an Insertion Order (IO) complete with essential campaign details. Materials such as asset(s) (generally .pdfs) are provided alongside a lead delivery template, formatting, and instructions.

Typical Results with an Agency

  • Hundreds to thousands of leads or registrations per campaign.
  • Registration goals are generally completed within 30-60 days from the campaign launch— providing ample time for nurturing.
  • On-going relationships with vendors, agencies, and publishers to promote their content, such as whitepapers, eBooks, or events.

How LeadSwell Works with Agencies

Audience Development

LeadSwell builds a custom list of warm prospects who fit the clients’ ICP (Ideal Customer Profile), drawing fromtheir database and supplementing with LinkedIn for accuracy and quality. Additional audience development sources include ABM lists/TALs. LeadSwell also leverages intent from behavioral data providers such as 6sense, DemandBase, LinkedIn, job boards, and other sources. Accounts with high intent scores are selected to maximize propensity in-market for our clients' services.

Email and/or Telemarketing Promotion

LeadSwell promotes clients’ content (e.g., whitepapers, webinars, eBooks) to the ABM list(s)/TAL(s)audience using email or a combination of email and telemarketing. The LeadSwell team writes, designs,and provides all programs and scripts to clients for approval before using them.

Email-only promotion

For clients who only want email outreach, LeadSwell promotes content via standalone email from domainswe own (e.g., EnterpriseTechToday) to the ABM list(s)/TAL(s) based audience created. Each lead istele-verified, getting through gatekeepers to ensure the individual is still employed and to provide clientswith as many direct dials, extension numbers, and digits in the dial-by-name directory. As a final step, weusually upload leads to Integrate, Convert and/or email password-protected weekly reports of delivered leads.

Telemarketing and email promotion

LeadSwell has trained call center reps that call prospects in the client’s ICP from our brands (e.g., EnterpriseTechToday, EnterpriseTechBuyer) to obtain permission to share <contenttype> called <content title>, confirming their email as <email>. In addition, clients can provide up to 3-4custom profiling questions to be asked survey style, and to facilitate the qualification of leads (e.g., SQL, sales-ready).When a call is complete, LeadSwell sends the prospect an email with a link to the content, andupload leads to Integrate, Convertr and/or email password-protected weekly reports of delivered leads.

Quality Assurance

When promoting content such as whitepapers via email marketing, contacts are tele-verified as value add.To verify that phone numbers are accurate prior to delivery, LeadSwell call center reps call the operatorto confirm that they can get through to each end user’s desk. In addition, when promoting content,such as whitepapers and eBooks, via telemarketing, the LeadSwell team always requests that end usersprovide their direct dial or extension number. They also SMTP check email addresses to validate them,using services like Informatica and Verifalia. Finally, if a link is shared via email and it bounces, the email isremoved prior to delivery.

One of the most important parts of LeadSwell’s work is listening to call recordings to locate leads withengagement and intent as well as to scrub out tire kickers. LeadSwell scrubs for bad email domains andphone numbers (e.g., 555-555-5555, @dontreachme.com). And, all leads are verified with LinkedIn, andLeadSwell includes LinkedIn profiles for every lead.