Pricing Models
Pay-Per-Lead
You pay a fixed fee for each qualified lead delivered, typically $25–$500/lead depending on industry and qualification criteria.
Best for: Companies wanting zero risk on volume — you only pay for results.
Monthly Retainer
Fixed monthly fee for a defined lead volume and outreach scope. Per-lead costs are lower than pay-per-lead at consistent volume.
Best for: Businesses with consistent pipeline needs and defined ICP.
Commission-Based
Agents earn 5–15% of closed revenue from leads they generate. Aligns vendor incentives perfectly with your revenue goals.
Best for: High-ticket B2B sales where closed-deal value is easy to track.
Hourly / Project
Retaining a lead gen specialist at $50–$125/hr or a fixed project fee for list building, outreach setup, and sequence creation.
Best for: One-time campaigns or companies building their lead gen infrastructure.
Service Tiers
Starter
$3,000–$6,000/mo
Small outreach program targeting one ICP with email and LinkedIn sequences; ~25–50 qualified leads/month.
- 1 dedicated SDR or campaign manager
- Email + LinkedIn outreach
- 25–50 qualified leads/month
- CRM integration (HubSpot, Salesforce)
- Monthly performance review
Growth
$6,000–$12,000/mo
Multi-channel outreach with dedicated SDR team, A/B testing, and refined ICP targeting; ~75–150 leads/month.
- 2–4 SDRs or campaign specialists
- Email, LinkedIn, and cold calling
- 75–150 qualified leads/month
- A/B testing and weekly optimization
- Custom reporting dashboard
Enterprise
$12,000+/mo
Full-funnel lead generation with ABM targeting, intent data, multi-channel sequences, and dedicated pipeline management.
- Full SDR team (5+)
- ABM and intent-data targeting
- 200+ qualified leads/month
- Revenue-aligned KPIs
- Weekly strategy calls and QBRs
What Drives the Cost?
Industry Vertical
Enterprise SaaS leads cost $150–$500 each; SMB leads in competitive industries run $25–$75. Niche B2B markets command the highest per-lead prices.
Lead Quality Criteria
BANT-qualified or booked-meeting leads cost 3–5× more than raw contact leads. Define qualification criteria tightly before signing contracts.
Outreach Channels
Phone-based SDRs cost 2× more than email-only campaigns. Multi-channel programs (email + LinkedIn + phone) are most effective but most expensive.
Deal Size / ACV
Vendors charge more for enterprise leads ($100k+ ACV deals) because the sales cycle is longer and success is harder to measure.
Geographic Targeting
US and Western European leads cost more than APAC or LATAM due to higher competition and data licensing costs.
List Quality
Providing a pre-built, accurate prospect list can reduce monthly costs by 10–20% compared to having the vendor build and source lists.
Rates by Location
| Region | Rate |
|---|---|
| 🇺🇸United States | $75–$125/hr |
| 🇵🇭Philippines | $15–$30/hr |
| 🇵🇱Eastern Europe | $25–$50/hr |
| 🇮🇳India | $12–$25/hr |
| 🇲🇽Latin America | $20–$40/hr |
Pricing FAQ
What is a fair cost per qualified lead for B2B software?
B2B SaaS qualified leads (SQLs with a booked demo) typically cost $100–$400 per lead depending on target company size. SMB-focused leads run $50–$150; enterprise leads targeting Fortune 1000 companies can reach $500+.
How do I vet a lead generation agency?
Ask for case studies in your exact vertical, request a sample lead list to check data quality, and start with a 30-day pilot. Review lead-to-opportunity conversion rates, not just raw lead volume.
What is the difference between MQLs and SQLs?
Marketing Qualified Leads (MQLs) have shown interest (downloaded content, visited pricing page) but haven't been contacted. Sales Qualified Leads (SQLs) have been vetted by a rep and confirmed budget, authority, need, and timeline — worth 5–10× more per lead.
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