B2B Lead Generation Companies: What 7 Outbound Agencies Charge

We opened the pricing page of seven B2B lead generation companies on 30 August 2026. Three published real numbers. CIENCE publishes a full per rep card: $1,500 a month offshore, $2,500 in Europe and $4,500 in the US at level one, up to $6,500 for a senior US rep, plus a $5,000 setup, a $2,000 monthly team fee and a $499 platform license. SalesRoads publishes $9,950 per four week cycle for one dedicated SDR and $16,750 for two. Upcall publishes $3.50 to $7.50 per lead contacted. Belkins publishes appointment counts but no price, Martal Group publishes a billing model but no rate, and the memoryBlue and Callbox pricing URLs returned 404. Converted to one comparable unit, those cards work out at roughly $270 to $1,300 per booked meeting. Last updated August 2026.

Which B2B lead generation companies publish their pricing?

Three of the seven we checked, which makes this market more transparent than most outsourcing categories. When we ran the same test on inbound customer service providers, only one company in seven published a rate card at all. The likely reason for the gap is who signs the contract. Outbound is bought by sales leaders who model cost per opportunity as a matter of habit, and an agency that will not name a number cannot be put into that model. Inbound support is bought on coverage and risk, where a quote process is tolerated.

Note what Belkins does instead of naming a price, because it turns out to be the most useful disclosure on this list. Its plans are labelled by output: 30 or more appointments a year on the small business plan, 100 or more on Growth, 200 or more on Growth Plus. That is roughly 2.5, 8.3 and 16.7 booked meetings a month, published in public by an agency willing to be held to it. Every other company here leaves that number blank, and it is the number you need to compare any of them.

What do B2B lead generation companies actually cost per meeting?

Between about $270 and $1,300 per booked meeting on published rates. You get there by taking the all in monthly cost and dividing by the appointment volumes above. The all in part matters: a CIENCE US level one rep is advertised at $4,500, but with the $2,000 team fee and $499 platform license the running cost is $6,999 a month, and $7,499 averaged across year one once the $5,000 setup and $1,000 onboarding are spread over twelve months. That is a 67 percent uplift on the headline seat price.

The two right hand columns are the whole argument. Doubling output halves the cost per meeting, and no rate negotiation you will ever win moves the number that far. A US level one seat at high output costs $450 a meeting, which beats an offshore seat at low output at $540. Geography and seniority, the two things these sales conversations are usually about, are worth a few hundred dollars a meeting. Output is worth double. Ask what appointment volume an agency will commit to in writing before you ask what the seat costs, and treat any refusal to answer as the answer. Our B2B lead generation pricing comparison carries the full rate cards and the per lead conversion table behind these figures.

Why is a price quoted per four weeks not a monthly price?

Because there are 13 four week cycles in a year and only 12 months. SalesRoads publishes $9,950 per four week engagement, which annualizes to $129,350, or $10,779 a month. Read as a monthly figure it looks 8.3 percent cheaper than it is. This is the single most common misreading of an outbound quote, and it is worth almost $10,000 a year on a single seat. Whenever a proposal prices anything per cycle, per sprint or per four weeks, multiply by 13 before you compare it to anything else.

Is $5 a lead cheaper than $900 a meeting?

Not necessarily, and the comparison is the fastest way to buy the wrong contract. A per lead price buys call attempts against a record, not an outcome. Upcall publishes $3.50 to $5.00 for up to five attempts and $3.50 to $7.50 for five to ten. To compare that with a per meeting number you divide by your own booking rate: at 2 percent, $5 a lead is $250 a meeting; at 5 percent it is $100. Those illustrative rates are yours to supply, not the vendor's to promise, and that unknown is exactly what the low unit price is hiding.

The honest reading is that per lead dialing genuinely does beat a dedicated rep on price, but only when your offer converts cold traffic without a skilled human in the loop. If the product needs explaining, the cheap unit is a trap. There is also a quieter incentive problem: a per lead shop optimizes for attempts made because that is what it bills, while a per appointment agency optimizes for meetings booked, which creates its own pressure to book meetings that should not have happened. Whichever unit you pick, agree in writing what a qualified meeting is and who pays when one turns out not to be.

Is it cheaper to hire an in house SDR?

Roughly a wash against a US agency seat, and about twice the cost of an offshore one. Reported US data for 2026 puts SDR base salary near $55,000 to $60,000 with median on target earnings around $85,000. Most reps earn 60 to 80 percent of their variable, so realistic cash compensation is nearer $76,750. Add about 27.5 percent for employer payroll taxes and benefits, plus roughly $350 a month for data, sequencing and dialer tooling, and an in house US SDR lands close to $8,505 a month. A published US agency seat is $7,499 all in, and offshore is $4,499.

The number that should actually decide it is ramp. Three months before an in house rep reaches steady output is about $25,500 spent pre productivity, and that is before recruiting cost and before the risk that the hire does not work out. You also carry the hiring work itself: writing the role, sorting the applications and running first interviews, which is why teams building an in house desk usually end up wanting software that can screen inbound resumes against fixed criteria before a human reads any of them. An agency skips that entirely, bills from week two and replaces a weak rep at its own expense. Hire in house when outbound is a permanent function you intend to own. Buy it when you are still proving the offer.

When should you not hire a lead generation company?

When nobody on your team has closed a deal from a cold conversation yet. An agency can dial a list far faster than you can hire, but it cannot discover your ideal customer profile or write your pitch for you, and outbound punishes a vague target list harder than any other channel. Make the first ten calls yourself. The script that comes out of them is the asset the agency actually needs. The same applies if meetings already sit unworked or demos do not convert: more meetings will make that worse, not better.

One more case is worth naming because most agencies will not raise it. A large share of a junior outbound rep's day is research and list hygiene rather than selling: finding the right contact, checking the company still fits, updating records after a call. Paying a $4,500 US seat to do data entry is the most expensive way to buy it. Work out how much of the role is judgment and how much is lookup, then buy each part from the cheapest competent source. If you are weighing inbound coverage in the same budget cycle, the call center outsourcing pricing audit runs this same test on the inbound side, and the AI SDR software comparison prices the software route against both.

How much does B2B lead generation cost?

Between about $4,499 and $10,779 a month all in for a dedicated outbound rep on published 2026 rate cards, depending on where the rep sits and how senior they are, or $3.50 to $7.50 per lead contacted if you buy volume dialing instead of headcount. Expect the seat price to understate the bill by roughly two thirds once team fees, platform licenses, setup and onboarding are added. Converted against the only published appointment volumes in the category, that is $270 to $1,300 per booked meeting, and the variable that moves it most is output, not rate.