First, don’t just hire someone because they say they’ve “done lead gen.” That could mean anything from running cold emails to buying sketchy lists off Fiverr.
Here’s what I’d do instead:
- Look for outcome-first thinkers
Ask them: How would you get 20 SQLs per month for a SaaS targeting HR heads in the US?
If they talk about tactics (like “I’ll use Saleshandy/Apollo and scrape LinkedIn”), cool — but if they ask about ICP, messaging, and conversion flow first? That’s your person. - Check proof of past results
Ask for a short Loom or case study — “How did you generate leads for XYZ brand?” Look for clarity, not just numbers. - Test with a pilot project
Give them a clear 2-week trial: “Here’s the ICP. Here’s the goal. Show me 10 qualified leads and the steps you took.” Execution speaks louder than buzzwords. - Avoid generalist marketers
You want someone who lives and breathes lead gen – not someone who also does reels, blogs, and runs your FB ads.
