B2B lead generation vendors sell three different things under one name: data, appointments, and managed outreach. Each has a different cost structure and a different failure mode. Knowing which one you are buying is the difference between a useful pipeline and a monthly invoice for unqualified names.
The three models
| Model | What you receive | Typical pricing |
|---|---|---|
| Data and lists | Contact records by criteria | $0.10–$2 per record |
| Appointment setting | Booked meetings with qualified contacts | $150–$600 per meeting |
| Managed outreach | Sequences run on your behalf | $2,000–$10,000 per month + tools |
How to judge quality before signing
Ask for the definition of a qualified lead in writing, including company size, role, geography, and disqualifiers. Ask what happens when a meeting is booked with someone outside that definition — replacement, credit, or invoice. Vendors who cannot answer precisely are selling volume.
Request two references in your industry and ask them one question: what percentage of booked meetings turned into an opportunity? A vendor with a 20% meeting-to-opportunity rate and honest reporting is worth more than one claiming 60%.
Where the money leaks
- Paying per lead without a replacement policy for bad data
- Retainers that bill for list building you could do internally
- Contracts that exclude the tools needed to run the sequences
- No clause on contact data ownership after termination
Build versus buy
If your average deal is above $10,000 and your buyer is reachable by email, an internal sequence tool plus a data subscription often costs less than an agency after three months. Agencies earn their fee when you lack the time to run outreach consistently, or when you need meetings in a market where you have no brand recognition.
A realistic budget
For a mid-market B2B team targeting 10 qualified meetings a month, expect $3,000–$8,000 per month across appointments or managed outreach, plus internal time for follow-up. If the average deal is $15,000 with a 25% close rate, the maths works. At a $2,000 average deal, it rarely does.
FAQ
How much should a qualified B2B lead cost?
Data-only leads cost cents to a few dollars. Booked meetings typically land between $150 and $600 depending on seniority and market. Anything far below those ranges usually means the qualification bar is lower than advertised.
Are pay-per-meeting deals safe?
They align incentives better than retainers, but check the definition of a meeting: duration, attendee seniority, and whether reschedules count.
Can we cancel a retainer early?
Only if the contract says so. Ask for a 30-day termination clause and negotiate ownership of the contact data.
What should we measure?
Meeting-to-opportunity rate, opportunity-to-close rate, and cost per closed deal. Cost per lead is a vanity metric on its own.