Top 10 B2B Lead Generation Agencies

Generating a steady stream of B2B leads is crucial for startups, SaaS companies, and small B2B service businesses.

Partnering with a specialized lead generation agency can accelerate this process by leveraging expert strategies and tools.

However, not all agencies take the same approach – some focus on outbound outreach, while others excel in digital marketing or account-based tactics.

 In this comprehensive guide, we categorize the top 10 B2B lead generation agencies by their service type or specialty.

We’ll explore what each agency offers, their pricing models, why they stand out for B2B lead gen, and how to choose the right partner for your business.

A comparison chart and a section on selecting an agency and understanding pricing structures are also included.

1. ProspectOut – Best Cold Email Outreach Agency for B2B Lead Generation

ProspectOut is a specialist in cold email outreach for B2B lead generation, offering a performance-based model that minimizes risk for clients.

This agency helps companies generate qualified B2B leads through targeted email campaigns and only charges for results (i.e. you pay per qualified lead or meeting booked).

This “pay-per-result” pricing means businesses don’t waste budget on unqualified leads – you invest only in leads that meet your criteria.

ProspectOut handles everything from prospect list building to crafting personalized email sequences designed to elicit responses from decision-makers.

They emphasize efficient outreach strategies that cut through the noise of crowded inboxes.

• Services: End-to-end cold email campaigns – prospect research, personalized email copywriting, sequence automation, and reply/appointment handling. They focus on booking sales meetings with your ideal clients via effective cold email. They may also incorporate basic LinkedIn research or follow-ups as part of the cadence.

• Pricing Model: Pay per qualified lead/appointment. ProspectOut distinguishes itself by charging only for the results they deliver, rather than a flat retainer. This is ideal for startups on a budget or any B2B company seeking a risk-free lead generation option – you pay for outcomes, ensuring a strong ROI. (Exact rates per meeting are typically provided upon consultation and depend on your target market and campaign scope.)

• Why They’re #1: We’ve placed ProspectOut at the top because of their laser focus on cold email (one of the highest ROI outbound methods) and their performance-based guarantee. B2B companies looking to fill their pipeline without managing complex ad platforms or hiring in-house SDRs can benefit from ProspectOut’s service. The agency is especially well-suited for startups and SaaS firms that need quick, qualified appointments but want to avoid upfront marketing costs. ProspectOut’s clients praise the high deliverability of their campaigns and the steady flow of meetings generated, attributing faster sales cycles to the agency’s targeted outreach.

2. Directive Consulting – Best PPC Advertising Agency for B2B Lead Generation

If you need to generate B2B leads through paid advertising, Directive Consulting is a top choice.

Directive is a performance marketing agency built for B2B and enterprise clients, known for its expertise in pay-per-click (PPC) campaigns on search and social platforms.

They blend paid media, SEO, and conversion rate optimization to drive high-intent traffic and convert it into pipeline growth.

Rather than just focusing on vanity metrics like clicks, Directive optimizes campaigns for pipeline and ROI – crucial for B2B where each lead can be high-value.

• Services: Comprehensive PPC management on channels like Google Ads and LinkedIn Ads, along with related services such as B2B SEO and landing page optimization. Directive designs campaigns targeting specific buyer personas (e.g. CFOs of SaaS firms, IT decision-makers, etc.) and implements strategies like account-based targeting and retargeting to shorten sales cycles. They also provide in-depth analytics, ensuring ad spend translates to tangible leads.

• Pricing Model: Custom Retainer / % of Ad Spend. Directive typically works on a monthly retainer model, tailored to the scope and ad spend of the client (they do not publish fixed prices, indicating pricing is custom). As a high-end B2B agency, expect pricing in the upper range ($$$), but also a very data-driven approach to maximize ROI on your ad budget.

• Why They’re Best for PPC: Directive’s B2B specialization sets it apart from generalist PPC agencies. They understand the longer sales cycles and niche targeting required for B2B lead gen. For example, Directive has deep experience with B2B SaaS and tech companies, making them adept at using LinkedIn and Google to capture enterprise leads. Their “pipeline-first” philosophy means they focus on campaigns that produce sales opportunities, not just form fills. If you’re a SaaS startup or a growing B2B company with budget for ads, Directive can build a scalable paid acquisition engine that delivers marketing-qualified leads to your sales team efficiently.

3. Straight North – Best SEO Agency for B2B Lead Generation

For companies looking to attract B2B leads through organic search and inbound marketing, Straight North is a leading B2B SEO agency.

Straight North has over two decades of experience focusing on search engine optimization and has carved out a niche in B2B lead generation via SEO and multi-channel digital marketing.

They emphasize campaigns that drive qualified traffic and convert it into leads, rather than just increasing website visits.

• Services: Straight North provides full-service SEO (technical optimization, content marketing, link building) aimed at improving search rankings for keywords that your B2B prospects use. They often complement SEO with PPC campaigns and conversion optimization, making sure that both organic and paid channels are optimized for lead capture. Additionally, Straight North offers web design and analytics services to ensure your website effectively turns visitors into inquiries (e.g. form fills, phone calls).

• Pricing Model: Monthly Retainer. Straight North typically works on retainer-based projects. The cost depends on the number of keywords targeted, content created, and other campaign components. As an example from industry sources, their SEO and PPC packages might start in the low thousands per month for small campaigns and increase for more aggressive strategies. They focus on transparent reporting – clients receive lead validation and campaign reports showing real-time results.

• Why They’re Best for SEO: Straight North stands out for its data-driven approach to SEO specifically for lead generation. They even highlight that they design SEO campaigns to generate qualified leads for B2B companies, manufacturers, etc. . In an independent review of search marketing agencies, Straight North was noted for specializing in B2B lead gen and running multi-channel campaigns to deliver high-quality leads. This means if you choose Straight North, you’re getting an agency that understands that ranking #1 is only valuable if it brings in potential customers. They are a great fit for B2B firms who want to improve their inbound lead flow via content and SEO, especially those in industries where buyers actively research solutions online (e.g. software, industrial, professional services). Startups and small businesses also appreciate Straight North’s focus on ROI – every lead from SEO is tracked and reported, so you can clearly see the business impact .

4. Cleverly – Best LinkedIn Outreach Agency for B2B Lead Generation

LinkedIn is a goldmine for B2B networking and Cleverly has established itself as the #1 agency for LinkedIn lead generation.

Cleverly’s service is a done-for-you LinkedIn outreach program that uses data-driven techniques to connect B2B clients with decision-makers on the platform.

This agency boasts over 1,000+ 5-star reviews and thousands of successful campaigns, indicating its strong track record in booking meetings through LinkedIn outreach .

• Services: Cleverly manages LinkedIn prospecting from start to finish. They identify your ideal prospects on LinkedIn, handle connection requests, and send personalized, sequenced messages to engage those prospects. By analyzing data from thousands of outbound campaigns, Cleverly crafts message templates that have proven response rates, tweaking the copy to fit your value proposition. They also monitor responses and can even assist in scheduling calls or demos with interested leads. In addition, Cleverly offers a LinkedIn content service (to keep your profile active with posts) and can integrate cold email or even LinkedIn Ads as supplementary services.

• Pricing Model: Tiered Monthly Plans. One attractive aspect is that Cleverly offers affordable entry plans – according to one source, their starting “Gold” plan is around $397 per month for a campaign reaching 500 prospects. They have higher-tier plans for larger outreach volumes or additional services. This scalable pricing means even small businesses can start lead gen on LinkedIn with minimal investment, and then scale up. All plans are flat monthly fees (no per-lead charge), and you can customize based on how many prospects or LinkedIn accounts you want to run.

• Why They’re Best for LinkedIn: Cleverly’s singular focus on LinkedIn outreach as a channel means they’ve fine-tuned the art of social selling. They claim to use “data from thousands of outbound B2B campaigns” to fuel their strategy  – effectively, they know what messaging and targeting works on LinkedIn. For startups and B2B service providers, LinkedIn outreach can open doors to highly targeted prospects (by industry, title, etc.) without large ad spends, and Cleverly makes it hands-off. Clients have credited Cleverly with consistently booking 10+ sales meetings per month through LinkedIn outreach alone, which can significantly boost a young company’s sales pipeline. In sum, if you want to tap into LinkedIn’s 900 million professional users to find leads, Cleverly is the go-to agency to manage those campaigns with expertise and proven results.

5. Callbox – Best Cold Calling & Multi-Channel Lead Generation Agency

When it comes to B2B telemarketing and multi-channel outreach, Callbox is a veteran lead generation company known worldwide.

Callbox has a strong reputation in appointment setting through cold calling, and it complements phone outreach with other channels like email, social media, and even events.

This makes Callbox an excellent choice if you want a comprehensive outbound campaign with a heavy emphasis on voice conversations – which can be key in B2B industries where personal touch matters.

• Services: Callbox provides end-to-end lead generation and sales development services. This includes building targeted calling lists, making outbound calls to pitch your product/service, following up via email, nurturing leads, and setting qualified appointments for your sales team. Notably, Callbox employs a multi-touch, multi-channel strategy: prospects might get a phone call, then a personalized email, maybe see retargeted ads, and even receive LinkedIn touches. They also offer support services like database management, lead nurturing through marketing automation, and event/webinar marketing to generate leads. Callbox integrates with popular CRMs like Salesforce and HubSpot to seamlessly hand off leads to clients.

• Pricing Model: Custom Packages (Retainer or Per Lead). Callbox typically creates a tailored campaign plan based on the client’s goals (number of appointments, target regions, etc.), and pricing can be structured either as a monthly retainer or on a pay-per-appointment basis depending on the package. While exact prices aren’t published, industry comparisons suggest it’s on the higher end due to the human-intensive calling component. (For example, one B2B review site noted a similar provider’s outbound packages starting around $3,000 per quarter for a few appointments, with larger plans scaling up.) Callbox usually provides pricing upon request and can scale the cost with the volume of outreach.

• Why They’re Great for Cold Calling: Callbox stands out for its global reach and experience in voice-based campaigns. They have a particularly strong presence in North America and the Asia-Pacific region, which is valuable if you want to generate leads overseas or in multiple regions. Their multi-channel approach means leads are engaged on multiple fronts – for instance, a prospect might receive a call and also see a relevant email, which reinforces messaging. This coordinated strategy often yields higher quality leads. Callbox has been recognized for delivering sales-ready appointments in industries like IT, software, consulting, and healthcare, and boasts clients like eBay, Motorola, and HP for lead gen campaigns. For businesses that believe a live conversation is the best way to engage a prospect (e.g., selling complex B2B solutions), Callbox’s team of trained callers can rapidly scale your outreach and fill calendars with qualified sales meetings.

6. CIENCE – Best Tech-Driven Outbound Lead Generation Platform

CIENCE Technologies is a pioneer of the “People-as-a-Service” model, combining an advanced SaaS platform with a team of sales professionals to generate leads.

If you want a highly tech-driven, scalable outbound lead generation solution, CIENCE is a top pick.

They leverage data, artificial intelligence, and automation alongside human sales development reps (SDRs) to run outreach campaigns that produce predictable pipelines.

CIENCE was even recognized by Inc. 5000 as one of the fastest-growing companies, reflecting its success in the lead gen space .

• Services: CIENCE offers both software and managed services. Their flagship CIENCE GO Platform is an AI-powered system that integrates with your CRM and enriches your data with targeted prospects. On the service side, they provide Outbound SDR teams that execute multi-channel campaigns (cold emailing, calling, LinkedIn, etc.), booking qualified meetings on your behalf. They also have Inbound SDR services where they handle and qualify incoming leads (for example, if your website gets signups, CIENCE can vet and nurture those). Additionally, CIENCE offers data enrichment and research – meaning they can source highly specific contact lists using a mix of AI and human researchers. Essentially, CIENCE can function as an extension of your sales team armed with proprietary technology.

• Pricing Model: Custom (Typically Monthly Engagements). CIENCE’s pricing depends on the scope – e.g., how many SDRs are assigned, volume of leads, and whether you use their platform only or platform + services. They generally work on contracts where you pay a monthly fee for a dedicated SDR or team plus platform access. According to one SaaS review, their pricing is custom but often falls in line with hiring a few in-house SDRs (for reference, CIENCE’s competitors and packages often range from $2,000 up to $10,000+ per month depending on aggressiveness). CIENCE emphasizes flexibility – you can scale up or down the number of leads or SDR resources as needed.

• Why They’re Best for Tech-Enabled Outbound: CIENCE stands out due to its blend of AI technology with human expertise. They describe their approach as “people + platform”, using AI-driven targeting to find the right prospects and human touch to engage them effectively. For B2B companies (especially in tech, software, or any data-rich sector), this means you get sophisticated targeting – identifying accounts showing intent or fit – and then skilled outreach to convert those targets into appointments. CIENCE’s ability to integrate with your systems and provide real-time insights is a big plus for companies wanting transparency and control. They’ve helped 1000+ businesses and have notable clients like Google and Microsoft  , proving their capability at the enterprise level. At the same time, they can cater to smaller businesses with a need for rapid lead gen scale. In summary, choose CIENCE if you’re looking for a scalable outbound machine powered by cutting-edge software and seasoned SDR teams – it’s akin to getting a sales pipeline “on demand” with modern analytics and AI filtering built-in.

7. Belkins – Best Appointment Setting Agency for B2B Sales Teams

Belkins is a well-known B2B lead generation agency specializing in appointment setting and sales development.

They focus on delivering sales-ready appointments with qualified prospects, acting as an outsourced SDR team for your business.

Belkins has gained popularity particularly among B2B SaaS and service companies, thanks in part to their clear pricing and robust case studies demonstrating ROI.

If you want an agency that will simply fill your calendar with meetings while being transparent about deliverables and costs, Belkins is a top contender.

• Services: Belkins offers a done-for-you outbound lead generation service. This includes targeted prospect research, email outreach campaigns, LinkedIn outreach, and follow-ups to nurture leads – all aimed at booking appointments for clients. They also provide email deliverability consulting (understanding that getting into inboxes is critical), and copywriting services to craft effective cold emails. Belkins can handle everything from initial contact to setting up a meeting time with a qualified prospect, at which point your sales team takes over. They have experience with high-ticket B2B products, so their messaging and approach are calibrated to engage decision-makers who require more convincing. In addition, Belkins publishes case studies and metrics (like average conversion rates) to give clients insight into expected results.

• Pricing Model: Structured Monthly Packages (Pay per Appointment in some cases). Belkins is noted for offering straightforward pricing – something many clients appreciate in an industry that often has opaque quotes. While exact packages are customized, Belkins typically charges a flat monthly fee which corresponds to a certain volume of outreach and a target number of appointments. For instance, they might guarantee X number of qualified meetings per month for a fee. Some sources indicate figures like 4–8 appointments per month in base packages, with pricing in the few thousands monthly (e.g. $4,000-$6,000, though this can vary). The key is that Belkins tends to set clear expectations: e.g., “We will deliver N appointments in Y months, for Z cost.” This clarity allows SMB clients to easily evaluate the cost-per-lead and ROI.

• Why They’re Great for Appointment Setting: Belkins has built a strong reputation by delivering tangible results – qualified sales appointments – at a predictable cost. They reportedly achieve over 4,000+ qualified appointments per month across their clients, with an impressive lead-to-appointment conversion rate often above 20% for campaigns. These numbers indicate a high effectiveness in turning cold contacts into interested prospects. Another reason Belkins shines is their attention to email deliverability and copy; high open and reply rates are a hallmark of their campaigns, meaning you reach more prospects and engage them. For startups and small B2B companies, Belkins can rapidly generate a sales pipeline without you having to hire and train an internal SDR team. Their focus on appointments (rather than just raw leads) means you spend time only on interested, pre-qualified prospects. And with published success stories and references, Belkins instills confidence that they can replicate those results for new clients. All in all, if your goal is to quickly get sales meetings on the calendar with minimal hassle and know exactly what you’ll pay for it, Belkins is an excellent choice.

8. Martal Group – Best Multi-Channel Lead Generation for Tech Companies (Global Outreach)

Martal Group is a top B2B lead generation agency that excels in multi-channel outbound marketing, especially for tech startups and companies looking to expand in international markets.

With operations in both North America and globally, Martal is known for its hybrid SDR teams and account-based approach that can target prospects in the US, Canada, Europe, LatAm, or other regions.

They are ideal if you need a lead gen partner with a broad geographic reach and experience in the software/tech industry.

• Services: Martal provides a blend of services including targeted prospect research, email outreach, LinkedIn social selling, and phone calls – essentially a full SDR service. They tailor the strategy for each client: defining the Ideal Customer Profile (ICP), crafting messaging, and running campaigns to generate leads and appointments. Martal’s approach is often described as full-funnel or account-based: they don’t just spray generic emails, but rather identify high-value accounts and engage multiple stakeholders with personalized messaging. They also incorporate content marketing when needed – for example, sharing case studies or whitepapers with prospects – to nurture interest. The team is “hybrid” in that it may include SDR talent from different regions, allowing outreach during appropriate business hours globally. Martal emphasizes quality over quantity, ensuring the opportunities they deliver are truly relevant and sales-ready.

• Pricing Model: Monthly Retainer (with Flexible Scope). Martal Group typically works on a monthly retainer or contract basis. They often start with a pilot or a minimum 3-month program, after which clients can scale up. Pricing is customized, but given their high-touch approach, it generally falls into $$$ range for full multi-channel campaigns. They advertise flexibility; for instance, they can scale your campaign up if you need more leads or pause if you need to catch up, etc. One notable aspect is that Martal has been recognized for flexible pricing and vertical-specific playbooks. This suggests they might adjust pricing based on industry complexity or offer different tiers (e.g., a lighter package for startups and a more extensive one for enterprise outreach). It’s best to consult with them for a quote, but be prepared for a multi-thousand-dollar monthly investment, commensurate with hiring a dedicated outbound team.

• Why They’re Ideal for Tech & Global Lead Gen: Martal Group has over a decade of experience specifically with B2B technology companies. This means if you’re a SaaS, IT service, or tech hardware firm, Martal likely already understands your space and how to pitch it. They’ve developed successful campaigns connecting businesses with key decision-makers worldwide, and they boast that they can deliver high-quality opportunities even in tough markets. One selling point is their success in international lead generation – many agencies focus on either the US or their home country, but Martal can find leads in multiple continents, which is great for startups looking to expand globally. The agency has also earned accolades like Top 10 B2B Lead Generation Agencies by G2 and others , underscoring their credibility. Clients often highlight Martal’s ability to refine targeting and adjust outreach on the fly (owing to their skilled team and feedback loop), resulting in better conversion rates. In summary, choose Martal Group if you need a hands-on, expert team to run multi-channel outbound campaigns that can span different regions – especially if you’re in the tech sector aiming for aggressive growth beyond your local market.

9. DemandWorks Media – Best Content Syndication Agency for B2B Lead Generation

Not all B2B lead generation is outbound or direct advertising – some of it is about leveraging content marketing to attract leads.

DemandWorks Media is a specialist in content syndication and high-quality lead (HQL) campaigns for B2B.

In a nutshell, they take your valuable content (like whitepapers, eBooks, webinars) and syndicate it across a network of industry publishers and channels to capture leads who show interest in that content.

This approach fills the top of your funnel with prospects who have demonstrated intent by engaging with relevant content.

• Services: DemandWorks Media runs content-driven lead gen campaigns. Key services include distributing your gated content on targeted websites and email newsletters, managing content syndication programs to collect lead details (usually via form fills to download the content), and delivering leads that meet certain criteria (job title, company size, etc.). They also often execute Account-Based Marketing (ABM) programs by focusing content promotion toward a list of target accounts. Additionally, DemandWorks provides nurturing workflows – for example, once a lead downloads a whitepaper, they might receive follow-up content or be invited to a related webinar to further qualify their interest. Their strength lies in a network of niche B2B publishers and media sites where they can promote content to attract the exact audience you want. By engaging potential buyers through educational content, they generate leads that are typically mid-funnel (interested and somewhat informed).

• Pricing Model: Pay-Per-Lead (Content Syndication). Content syndication vendors like DemandWorks usually operate on a cost-per-lead (CPL) basis. You might contract them to deliver, say, 100 leads that downloaded your whitepaper, at a rate of $X per lead. The CPL can vary widely based on how “qualified” the lead is – basic leads (just filtered by industry or region) might be, for example, $30-$50 each, whereas highly qualified leads (specific job titles at target accounts – often called HQLs or high-quality leads) can cost $60-$100+ each. DemandWorks likely has $$ pricing tier according to First Page Sage’s research , implying a moderate to high cost, but commensurate with quality. They will also often require a minimum order (e.g., a package of 100 leads or a few thousand dollars to start).

• Why They’re Best for Content-Based Lead Gen: DemandWorks Media is singled out for its strong publisher network and gated content strategy that produces high-intent leads. Essentially, they’re good at finding B2B buyers who are actively consuming information relevant to your product. For B2B marketers, this is invaluable – these leads have shown interest in a topic, making them warmer than a cold call list. DemandWorks has particular prowess in fields like IT and SaaS, where whitepapers and webinars are effective; clients note they can generate a “large number of leads” fairly quickly through syndication. One thing to manage is lead quality – some reviews mention that while volume is high, a portion of leads might not be perfect fits. However, DemandWorks is effective if you need to scale top-of-funnel lead acquisition fast, such as for a content marketing campaign or a product launch where you want many interested contacts to nurture. They handle the heavy lifting of distribution and promotion, so your team can focus on following up with the resulting leads. For companies with strong content assets but limited reach, DemandWorks Media provides an excellent bridge to get that content in front of the right people and feed the sales funnel with fresh names.

10. LeadGeneration.com (WebiMax) – Best Full-Service Growth Partner for Lead Generation

Rounding out our list is LeadGeneration.com, a WebiMax company that serves as a full-service lead generation growth partner.

Unlike the specialized agencies above, LeadGeneration.com takes a holistic approach – combining digital marketing, outbound efforts, and consulting – to boost your sales pipeline.

They are ideal for businesses looking for a one-stop solution to launch and manage multiple lead gen strategies at once.

As their CEO describes, the company’s focus is to “launch quickly and grow your sales pipeline with qualified, top-of-funnel leads” through an array of channels .

• Services: LeadGeneration.com offers a wide range of lead gen services. On the marketing side, they handle SEO, PPC advertising, social media campaigns, and website optimization to drive inbound leads. On the outbound side, they provide services similar to an SDR team: cold email campaigns, LinkedIn outreach, and even call outreach through partners. They also assist with content creation (for example, creating lead magnets), landing page design, and marketing automation setup to capture and nurture leads from your website. Essentially, they tailor a multi-pronged strategy: if your company needs both improved online presence and outbound prospecting, LeadGeneration.com can integrate these efforts under one roof. Being part of the WebiMax group (a reputable digital marketing firm) gives them additional expertise and resources in areas like analytics and technology.

• Pricing Model: Custom (Based on Services Bundled). As a full-service agency, pricing will depend on which services you utilize. They might set up a monthly retainer that covers a certain package (e.g., managing your Google Ads plus providing X number of outbound leads). WebiMax historically has mid-range pricing for digital marketing, often offering month-to-month contracts. For lead gen projects, you might expect pricing tiers that align with your growth stage – for example, a startup package vs. a growth package. They emphasize quick launch, so there may be initial setup fees (to get campaigns running fast) followed by monthly management fees. Given their broad capabilities, costs can range widely – small businesses might spend a couple of thousand per month on a focused campaign, whereas larger scope engagements (covering multiple channels nationwide) could be significantly higher.

• Why They’re a Top Growth Partner: LeadGeneration.com is best for companies that want to outsource most of their lead generation efforts to one reliable team. Instead of juggling separate vendors for SEO, PPC, and outbound, you get an integrated approach. This ensures consistency in messaging and strategy across channels. They are particularly suited for small to mid-market businesses that may not have an internal marketing department – essentially acting as that department to drive leads. The WebiMax backing means they come with proven processes in digital marketing. Also, if you’re not sure which lead gen tactics are best for you (inbound vs outbound), LeadGeneration.com can provide consultation and testing across channels to find the optimal mix. In essence, they’re a growth-focused agency that will craft a lead generation engine tailored to your business, making them a valuable partner for sustained B2B growth.

Below is a comparison chart summarizing these top 10 agencies, their specialties, and key details:

Agency	Specialty Service	Key Features	Pricing Model
ProspectOut (Global)	Cold Email Outreach	Pay-per-result cold email campaigns; delivers qualified B2B meetings via personalized outreach. Ideal for startups seeking quick leads without upfront costs.	Pay Per Lead/Appointment (performance-based). Only pay for meetings booked (pricing customized to campaign).
Directive Consulting (USA)	PPC Advertising (Search & Social)	B2B-focused paid media and SEM; pipeline-first approach optimizing Google Ads, LinkedIn Ads for ROI. Great for SaaS and tech lead generation.	Custom Monthly Retainer or % of Ad Spend. Tailored to ad budget and scope (no one-size pricing).
Straight North (USA)	SEO & Inbound Marketing	B2B SEO campaigns and multi-channel digital strategies to drive qualified organic leads. Strong conversion tracking and lead validation.	Monthly Retainer. Pricing varies by campaign size; focuses on lead volume and quality delivered (data-driven ROI reporting).
Cleverly (USA)	LinkedIn Outreach	Done-for-you LinkedIn lead gen; uses data-backed messaging to connect and message ideal prospects. 1000+ 5-star reviews for SME-friendly results.	Tiered Monthly Plans. e.g. Starting ~$397/month for 500 prospect outreach. Scales up with prospect volume.
Callbox (USA/APAC)	Cold Calling & Multi-Channel	Outsourced B2B appointment setting via phone, email, social. Multi-touch campaigns with global reach (APAC, EMEA included). Integrates with CRM for seamless lead hand-off.	Custom Campaign Packages. Typically monthly retainer or per-appointment pricing. Quote provided based on targets (higher $$ for extensive calling).
CIENCE (USA/Global)	Tech-Driven Outbound (Platform + SDR)	Combines AI-driven prospecting platform with human SDR teams. Multi-channel outreach at scale with real-time data integration.	Custom Pricing. Monthly fee based on SDR seats and services. Scalable “People-as-a-Service” model (mid-to-high $$$ depending on scope).
Belkins (USA)	Appointment Setting (Email & LinkedIn)	End-to-end meeting booking service; delivers qualified sales appointments for SaaS/B2B. Renowned for transparent deliverables and results (e.g. 4k+ appointments/month across clients) .	Fixed Monthly Fee (Packages). Clear pricing per number of appointments or outreach volume. Typically a few $k/month with guarantees on meetings.
Martal Group (Canada/USA)	Multi-Channel & ABM for Tech	Full-funnel outbound for tech firms; hybrid global SDR team targets USA, EU, etc. . Uses account-based marketing and content in outreach. Award-winning for tech lead gen.	Monthly Retainer. Flexible and tailored to region/industry. Medium to high investment, scalable with growth (often quarterly commitments).
DemandWorks Media (USA)	Content Syndication & Lead Gen	Generates B2B leads via gated content (whitepapers, webinars); strong publisher network for targeted content campaigns. Delivers high-intent leads (HQLs) at scale.	Pay Per Lead (CPL). Rates vary by lead criteria; mid-range $$ per lead. Typically requires minimum lead volumes (e.g. 100+ leads package).
LeadGeneration.com (USA)	Full-Service Lead Gen (Inbound + Outbound)	All-in-one growth partner backed by WebiMax; runs SEO, PPC, social media, plus cold outreach to quickly fill top-of-funnel with qualified leads. Good for businesses outsourcing entire lead gen function.	Custom Retainer. Pricing based on bundled services and campaign intensity. Offers flexible plans to launch quickly, with month-to-month options (for smaller programs) or longer engagements.

How to Choose a B2B Lead Generation Agency

Selecting the right lead generation agency is a critical decision that can impact your sales success.

Here are key factors and tips to help you make an informed choice:

• Identify Their Specialty vs. Your Needs: First, clarify what kind of lead generation help you need. Is it more outbound (cold calling, emailing) or inbound (content, SEO, ads)? Ensure the agency specializes in that area. For example, an agency like Belkins excels at appointment setting via outbound, while an agency like DemandWorks is better if you want content-based inbound leads. Match the agency’s services to your target audience and channels – e.g., if your prospects are very active on LinkedIn but not responsive to calls, a LinkedIn outreach agency  would be a better fit than a telemarketing-focused firm.

• Industry Experience and Case Studies: Look for an agency that has proven results in your industry or a similar niche. Lead gen in SaaS vs. manufacturing vs. healthcare can be very different. Ask for case studies or references in your field. Top agencies will proudly share success stories (for instance, Belkins publishes metrics like conversion rates , and Martal lists tech clients they’ve helped ). An agency familiar with your industry’s decision-makers and sales cycle will ramp up faster and likely deliver better quality leads.

• Process and Transparency: During vetting, inquire about how the agency operates. What process do they follow for a new campaign? How do they source and qualify leads? As one guide suggests, ask what tools and platforms they use, and how they will report results to you . A good agency acts like a partner: they should be willing to explain their methodology (e.g., the outreach sequence they’ll use, or how they’ll optimize your ads). Also, discuss how performance is tracked – you should expect regular reports detailing leads generated, conversion rates, etc. Transparency is key; avoid agencies that can’t clearly answer how they execute campaigns or measure success.

• Communication and Flexibility: Consider how the agency communicates. Do they assign you an account manager or SDR you can talk to regularly? Lead gen is not a one-and-done task; it requires tweaking and feedback. Ensure the agency is willing to have frequent check-ins, update strategies based on your input, and align with your sales team’s feedback. Additionally, evaluate their scalability and flexibility – can they scale up if you need more leads quickly? Can they target new markets if your strategy changes? The best agencies can grow with your business and adjust campaigns on the fly .

• Pricing Structure and ROI: Last but not least, understand their pricing model and ensure it fits your budget and risk tolerance. (More on pricing models in the next section.) Some agencies charge per lead/appointment, which can be great to ensure you only pay for results – ProspectOut, for example, uses pay-per-appointment so you don’t pay for unqualified leads . Others require a monthly retainer regardless of results, which is fine if they have a strong track record. Make sure to get clarity on what happens if they under-deliver (do they refund or extend the contract?). Also, calculate the cost per acquired lead or meeting in their proposal and judge if the potential deal size from those leads justifies it. A cheaper upfront price isn’t always better – focus on the quality and conversion potential of the leads they generate. Sometimes paying $500 per quality lead that converts 25% of the time is better than paying $100 per lead that rarely converts.

In essence, choose an agency that understands your goals, communicates well, has relevant experience, and offers a pricing structure you’re comfortable with.

Don’t hesitate to speak with a few agencies, ask tough questions, and even request a short trial or pilot project if possible.

The right partner will be open and aligned with your success, not just trying to lock you into a long contract.

Understanding B2B Lead Generation Agency Pricing Structures

B2B lead generation agencies use a variety of pricing models. Understanding these will help you compare options and set proper expectations for cost vs. performance:

• Pay Per Lead / Appointment: In this model, you pay a fixed fee for each qualified lead or meeting delivered. It’s a performance-based approach. For example, ProspectOut only charges when they book a meeting with a prospect that meets your agreed criteria . This can be attractive because you’re guaranteed results for what you spend. The cost per lead can range widely based on industry and lead quality – sometimes as low as ~$30–$50 per basic lead (e.g., contact information from content downloads), up to a few hundred dollars for a highly qualified sales meeting. Some agencies also do a hybrid, e.g., a small base fee plus a per-lead fee. Pros: Low risk – you pay for outcomes. Cons: The fee per lead might be high, and agencies may have minimum volume requirements. Ensure leads are defined clearly (e.g., must be a decision-maker at a company of X size, etc.) to avoid paying for poor-quality contacts.

• Monthly Retainer: This is very common – you pay a set fee each month for the agency’s services, regardless of the number of leads. Retainers can vary by scope: a small business outbound package might be, say, $2,000/month, whereas an enterprise multi-channel program could be $10,000+/month. For instance, many SEO or PPC-focused agencies like Directive and Straight North use retainers where you’re essentially hiring their ongoing effort and expertise. Pros: Allows for a comprehensive, continuous campaign (good for inbound or content efforts that need time). Often includes a range of services (research, copy, reporting). Cons: You pay even if results are slow initially, and it requires trust in the agency’s process. Evaluate retainer deals by the projected cost per lead – e.g., if $4,000/month yields 20 leads, that’s $200 per lead, see if that math works for you.

• Percentage of Ad Spend: Common with PPC agencies, the agency charges a percentage of your advertising spend as their fee (often 10–20%). For example, if you spend $10,000 on LinkedIn Ads, and the fee is 15%, you pay $1,500 to the agency for management. Sometimes this is combined with a base retainer. Pros: Scales with your budget and aligns incentives to grow your campaigns. Cons: Agencies might be incentivized to have you spend more on ads, not necessarily spend efficiently – so ensure they are ROI-focused. Also, if your spend is small, a minimum fee might apply (e.g., minimum $2k/month fee if 15% of spend doesn’t reach that).

• Tiered Plans / Packages: Some agencies offer predefined packages (especially those targeting small businesses). For instance, Cleverly offers LinkedIn outreach plans starting at $397/month for 500 prospects, and higher packages for larger campaigns . Pearl Lemon Leads, as shown in their pricing form, has packages like Cold Email for $4,397+ per month or Cold Calling for $6,597+ per month, each aiming at a certain scale of outreach . Pros: Easy to understand what you get at each price; good for budgeting. Cons: Less custom – packages might not perfectly fit your needs, so check what’s included (number of emails sent, number of leads guaranteed, etc.).

• Commission or Revenue Share: Rare in lead gen agencies but sometimes an option for very performance-driven partnerships. The agency might take a lower base fee and then a percentage of revenue from deals closed from the leads. This aligns incentives closely, but tracking and trust need to be very strong. Young startups might pitch this if they can’t pay upfront, but top agencies don’t commonly agree to pure commission deals (as outcomes can depend on your sales team too).

• One-time Projects: In some cases, you might engage an agency for a fixed-price project, such as building a lead list or setting up a lead gen system. For example, a data provider might charge a one-time fee for a list of 1,000 contacts (SalesNash offers a “Custom Search” at 6 cents per lead for pure data ). Or you might pay a setup fee for landing pages or CRM integrations (one agency’s setup fee was $1,500 including a landing page and chat setup ). Pros: You get a tangible deliverable. Cons: By itself, a list or a setup doesn’t guarantee leads – usually used in combination with ongoing services.

What’s a typical price range? It truly varies by agency and complexity. As a rough guide:

• Small scale lead gen (targeting one channel, local region, or low volume) could be a few hundred to a couple thousand dollars per month. For example, a simple LinkedIn or email campaign might start around $300–$500/month with limited reach .
  
• Mid-range campaigns (multi-channel outbound or PPC for SMBs) often run $2,000–$5,000 per month. Many popular agencies have offerings in this range, which often yield dozens of leads or a set number of appointments.
  
• High-end or enterprise campaigns (full service, high volume, or global reach) can be $5,000–$15,000+ per month. Agencies like Martal or CIENCE, doing extensive work with multiple SDRs or huge ad budgets, will fall here.
  
• Per-lead costs can range from ~$20–$100 for simpler marketing qualified leads, to $200–$500+ for a fully qualified sales appointment in a lucrative niche. For instance, some agencies charge around £369 (≈$450) per lead for certain B2C campaigns , and B2B leads that are very targeted can similarly be a few hundred each. Always weigh this against your potential deal size – paying $200 for a lead is worthwhile if it’s a $20,000 software sale, but not if it’s a $500 service.

When discussing pricing with an agency, get clarity on what’s included (number of contacts they’ll reach, number of leads expected, how they define a qualified lead, etc.).

Also, consider starting with a short commitment if possible – e.g., a 3-month pilot – to evaluate performance before signing a long-term contract.

Many agencies will offer this. And remember, the cheapest option is not always the best; consider the agency’s reputation and the potential ROI.

A slightly more expensive agency that delivers higher conversion leads can yield a better payoff than a cheap one flooding you with unqualified names.

In summary, B2B lead generation agencies offer various pricing structures to fit different risk preferences and budgets.

Pay-per-lead models offer assurance of results (used by agencies like ProspectOut and some LinkedIn services ), whereas monthly retainers are standard for ongoing campaigns (common in SEO/PPC or multi-channel firms).

Evaluate all options and choose the model that aligns with your goals and how you prefer to invest in growth.

Always keep the focus on cost per quality lead and customer acquisition cost – these metrics will guide you to the most cost-effective partnership.

By considering the factors above and understanding pricing nuances, you’ll be well-equipped to choose a B2B lead generation agency that becomes a valuable partner in your company’s growth journey.

With the right agency handling the heavy lifting of prospecting or marketing, your internal team can focus on closing deals and providing great service – a true win-win for scaling your business.