UK B2B lead generation agencies mostly charge a monthly retainer of £3,000 to £10,000, and enterprise programmes run to £30,000 a month and beyond. Pay-per-appointment work runs from about £100 to £500 a meeting for smaller targets and £800 to £2,500 or more for enterprise buyers. ORRJO Lead Generation starts from £2,500 a month, and the final figure depends on how many qualified meetings you need and how deep the qualification goes.
Below is what UK providers actually publish, with the date we checked each page. Then what each pricing model buys you, what moves a quote, what an in-house SDR costs once the employer costs are added, and how to work out the number you should be paying before you speak to anyone, us included.
- Typical UK retainer: £3,000 to £10,000 a month (Prospeo, 2026)
- Enterprise programmes: £12,000 to £32,000+ a month (Prospeo, 2026)
- Pay per appointment: £100 to £500 a meeting for UK B2B services (The Lead Generation Company, May 2026)
- In-house SDR, year one: about £63,500 fully loaded at entry level, outside London (sources below)
- ORRJO Lead Generation: from £2,500 a month plus VAT, priced on meeting volume and depth of qualification
How much does B2B lead generation cost in the UK?
It depends on what you are buying, and there are four ways to buy it. The ranges below come from published UK and US guides, named in the sources at the end.
| Pricing model | Typical price | What you are paying for | Watch for |
|---|---|---|---|
| Monthly retainer | £3,000 to £10,000 a month in the UK; enterprise £12,000 to £32,000+ | A team, data, sending infrastructure, copy and reporting for an agreed scope | What counts as a qualified meeting, and whether data and tools sit inside the fee |
| Pay per appointment | £100 to £500 a meeting for UK B2B services; £800 to £2,500+ for enterprise targets | A booked meeting that meets an agreed definition | Whether no-shows are billed, and how loose the definition is |
| Pay per lead | £10 to £50 a lead from email; £30 to £200 from telemarketing | A contact who meets basic criteria, usually not a meeting | A lead is not a conversation. Ask what happens after it is delivered |
| Retainer plus setup fee | Setup fees of $5,000 to $15,000 at US agencies | Upfront strategy, domains, data and build | Whether the setup is credited back on a longer term |
The spread is wide because the products are different. A £1,500 cold email programme and a £10,000 programme booking senior meetings by phone, email and LinkedIn are both sold as lead generation. Compare quotes on one unit: a qualified meeting, defined the same way, that actually takes place.
What do UK lead generation agencies publish?
Most agencies keep their price behind a call. These are the UK providers that publish a number on their own site, checked on 13 October 2026.
| Provider | Published price | Model |
|---|---|---|
| ORRJO | From £2,500 a month | Monthly retainer, priced on meeting volume and depth of qualification |
| Sopro | From £3,000 a month, no minimum contract | Managed outreach retainer |
| Flowd | From about £5,000 a month, with some clients spending up to £30,000 | Managed outbound retainer |
For a wider comparison, including agencies that quote on a call, see our ranked list of the best B2B lead generation companies in the UK and the best outsourced SDR companies.
Retainer, pay per meeting or pay per lead: which is better?
A retainer buys capacity: a team working your market every week. It suits companies that need a steady flow of pipeline and care how their name shows up in front of buyers. The risk is paying for activity. The fix is to put the outcome in the contract: a written definition of a qualified meeting and a written service level on the meetings booked.
Pay per meeting ties the bill to one number, which feels safer. In practice the agency is paid to book, not to book well. Definitions loosen, reps chase whoever will say yes, and agencies protect their margin with high per-meeting prices or monthly minimums. Check whether a no-show is billed. Many are.
Pay per lead is the cheapest per unit and the furthest from revenue. A lead is a name that matched a filter. Somebody on your team still has to turn it into a conversation.
We price lead generation as a retainer because the work that makes meetings convert is the work a per-meeting model punishes: researching the list properly, warming the market before the first call, turning down meetings that do not meet the bar, and confirming every meeting the day before. The protection buyers want from pay per meeting belongs in the contract instead, and every ORRJO engagement runs to a written service level on the meetings we book.
What should a lead generation retainer include?
Before you compare two quotes, check each one covers the same list:
- Data: sourcing, verifying and enriching contacts, inside the fee.
- Sending infrastructure: separate, purpose-bought domains and inboxes, warmed and monitored. Never your main company domain.
- People: named SDRs trained on your account, with cover when someone is off or leaves.
- Channels: phone, email and LinkedIn, written and tested for your market.
- A record of every conversation: logged in a CRM with call recordings you can see live.
- A written qualification standard and a written service level on meetings booked.
- Briefing notes on every meeting, and confirmation with the prospect before it happens.
- Reporting on meetings held and pipeline, not emails sent and open rates.
Data, tools and setup are the three lines most often billed on top of a headline price. If any of them sit outside the fee, add them back before you compare.
What changes the price of lead generation?
Two things move a lead generation price more than anything else, and they are the two we scope on every discovery call.
The volume of qualified meetings. More meetings need more SDR time, more data and more conversations. Most ORRJO engagements run at 4 to 12 highly qualified meetings a month, with entry level typically targeting 4 to 5, and the cost of each meeting falls as volume rises. We usually recommend starting smaller and scaling once conversion data is in.
The depth of qualification. A meeting with the right person at the right company is one standard. A meeting where that person has described a live problem in their own words, holds the budget and has a timeline is a much higher one. Every extra check means more conversations for each meeting that reaches your diary. Every ORRJO meeting clears three checks: right organisation, right person and a genuine need. Anything you want on top, such as confirmed budget ownership, a buying timeline or a second stakeholder in the room, is agreed at discovery and priced into your proposal.
After those two:
- Seniority and niche. A CISO at a bank takes more work to reach than an operations manager at a fifty person firm.
- Territory. More countries mean more data sources, more time zones and more compliance rules to work within.
- Channels. Prospeo puts UK cold email only programmes at £3,000 to £8,000 a month and multichannel programmes at £4,000 to £10,000.
- Size of the market. Four hundred target accounts need research-led, low volume outreach. Forty thousand need scale.
- Deal size. Below roughly £10,000 to £15,000 a deal, the volume needed for payback rarely stacks up, and a good agency will tell you so on the first call.
What does an in-house SDR cost in the UK?
Hiring is the comparison every buyer makes, so here is the full version, with the employer costs most comparisons leave out. The figures are for one SDR outside London in their first year.
| Cost line | Entry level | Experienced |
|---|---|---|
| On-target earnings | £40,000 | £52,000 |
| Employer National Insurance, 15% above £5,000 | £5,250 | £7,050 |
| Employer pension, 3% of qualifying earnings | £1,013 | £1,321 |
| Recruitment, CIPD median cost per hire | £2,000 | £2,000 |
| Laptop, phone and desk | £1,000 | £1,000 |
| Software: data, sequencer, dialler, Sales Navigator | £3,770 | £3,770 |
| Share of a sales manager | £10,440 | £10,440 |
| Total, year one | £63,473 | £77,581 |
That is cost, not output. The Bridge Group's 2025 SDR report puts ramp at 3.0 months and average tenure at 1.9 years, so the first quarter of that spend pays for a rep who is still learning, and you should expect to pay the recruitment line again within two years. We have left meetings out of the in-house column on purpose. Nobody can tell you how many a hire will book before they start.
For comparison, ORRJO's entry rate of £2,500 a month comes to £30,000 over twelve months before VAT, with data, tools, reporting and SDR cover inside it. Our outsourced SDR cost guide covers the rest of the in-house versus outsourced decision.
How do you work out what to spend on lead generation?
Work backwards from revenue, not forwards from a budget.
- Set the new revenue you need from outbound in the next twelve months. Say £600,000.
- Divide by your average deal size. At £40,000 a deal, that is 15 deals.
- Divide by your close rate on qualified meetings. Our clients typically close 10% to 30%. At 20%, 15 deals needs 75 meetings.
- Spread it over the year. That is about six qualified meetings a month.
That number, together with how deep you need each meeting qualified, is what sets the price in a proposal. If the maths does not work at your deal size, a good agency will say so before it takes a retainer. Our pipeline gap calculator runs the same sums for your own numbers.
Red flags in a lead generation quote
- No written definition of a qualified meeting.
- Meetings billed whether or not they happen.
- Outreach sent from your main company domain.
- Data, tools or copy priced as extras after the headline number.
- A long minimum term with no pilot or break point.
- Reporting on emails sent and open rates rather than meetings held and pipeline.
- A price quoted before anyone has asked about your deal size, close rate or market.
Our guide to choosing a lead generation agency has the full list of questions to ask before you sign.
How ORRJO prices lead generation
ORRJO Lead Generation is a monthly retainer from £2,500 a month plus VAT, and most clients invest between £2,500 and £10,000 a month. The final figure depends on two things: the volume of qualified meetings you need, and how deep the qualification goes. Both are set on a 30 minute discovery call and confirmed in your proposal, so the number you sign is the number you pay.
- Term: a 3 month paid pilot is available to start. Engagements typically run 6 to 12 months, and committing to 12 months or bundling services earns a discounted rate.
- Included: ICP build, data, purpose-bought domains and personas, and phone, email and LinkedIn outreach in your company's name, run by people. A dedicated EU-hosted CRM environment with a live dashboard, every call logged with its recording, and a briefing note on every meeting.
- Service level: every engagement runs to a written service level agreement on the meetings we book. If a prospect does not show, we replace the meeting. If an SDR leaves, we backfill at no cost.
- Track record: 12,500+ meetings booked, £300M+ pipeline and 90%+ meeting attendance, against an industry average of 70% to 80% (Bridge Group 2024).
The other services are priced the same way. Brand & Content starts from £1,250 a month, and Demand Generation and ORRJO Intelligence from £2,500. Every figure in this guide is a UK price in sterling, excluding VAT. Clients billed in US dollars or euros see their own prices on the pricing page, and how we work walks through an engagement from the first call.
Frequently asked questions
How much does B2B lead generation cost in the UK?
Most UK agencies charge a monthly retainer of £3,000 to £10,000, and enterprise programmes run from about £12,000 to £32,000 a month. Pay-per-appointment pricing runs from about £100 to £500 a meeting for UK B2B services, rising to £800 to £2,500 or more for enterprise targets.
How much does ORRJO charge for lead generation?
ORRJO Lead Generation starts from £2,500 a month plus VAT. The final figure depends on the volume of qualified meetings you need and how deep the qualification goes, both set at discovery and confirmed in your proposal. Most clients invest between £2,500 and £10,000 a month.
Is pay per meeting cheaper than a retainer?
Not usually, once you compare like with like. Per-meeting prices look low until you check what counts as a meeting, whether no-shows are billed and what minimums apply. A retainer with a written service level on the meetings booked gives you the same protection without paying an agency to chase volume over fit.
What does an in-house SDR cost in the UK?
About £63,500 in year one for an entry-level SDR outside London, once employer National Insurance, pension, recruitment, software and a share of a manager are added to £40,000 on-target earnings. An experienced SDR on £52,000 comes to about £77,600. Ramp takes around three months.
What affects the price of lead generation the most?
The volume of qualified meetings you need and how deep the qualification goes. After those come the seniority of the buyer, the number of countries, the channels used and the size of your addressable market.
Why do so many lead generation agencies not publish their prices?
Because the honest answer depends on volume, market and how hard each meeting is qualified, and a single number invites the wrong comparison. The better agencies publish a starting price and explain what moves it. That is what we do.
Is there a minimum contract?
At ORRJO, a 3 month paid pilot is available to start. Engagements typically run 6 to 12 months, and committing to 12 months earns a discounted rate.
Do I pay for meetings that do not happen?
You should not. At ORRJO, if a meeting does not happen because the prospect does not show, we replace it.
Sources
- Sopro, pricing page, page dated 14 July 2026, checked 13 October 2026.
- Flowd, pricing page, checked 13 October 2026.
- Prospeo, Best Lead Gen Companies UK: 2026 Ranked Guide. UK retainer, channel and cost per meeting ranges.
- The Lead Generation Company, How Much Does B2B Lead Generation Really Cost in the UK?, 5 May 2026. Per appointment and per lead ranges.
- Belkins, B2B Lead Generation Pricing, updated 18 February 2026. Setup fee range at US agencies.
- HM Revenue & Customs, Rates and thresholds for employers 2026 to 2027. Employer National Insurance at 15% above the secondary threshold.
- The Pensions Regulator, automatic enrolment: minimum employer contribution of 3% of qualifying earnings between £6,240 and £50,270.
- CIPD, Resourcing and Talent Planning Report 2026: median cost per hire of £2,000 for a non-senior private sector role.
- The Bridge Group, SDR Models, Motions and Metrics 2025: ramp of 3.0 months, average tenure of 1.9 years and a manager span of 6.4 reps.
- Office for National Statistics, Annual Survey of Hours and Earnings 2025: sales manager median pay of £57,625, loaded with employer costs to £66,840 and spread across 6.4 reps for the management line.
- Bridge Group, SDR Metrics 2024: meeting attendance benchmark of 70% to 80%.
The software line (£3,770 per seat per year) and the equipment line (£1,000) are our own estimates from vendor list prices.
Want a number for your own pipeline rather than a range? Book a strategy call. Bring your revenue target, deal size and how hard you want each meeting qualified, and we will put a figure on it.