B2B Marketing Agency Pricing in the UK: What Agencies Charge in 2026

UK marketing agencies typically charge £1,250 to £3,500 a month for one channel and £3,500 to £16,750 a month for full service, before VAT and ad spend, according to Whito's May 2026 pricing research. ORRJO's retainers start from £1,250 a month for Brand & Content and £2,500 for Lead Generation, Demand Generation and ORRJO Intelligence.

Below: what UK agencies charge by service, what B2B agencies publish on their own pricing pages, every ORRJO price in one table, the main ways agencies bill, what sits outside the fee, and how to compare quotes. Every third-party figure links to the page it came from, and we checked each page on 13 October 2026.

• Single channel retainer: £1,250 to £3,500 a month (Whito, May 2026)
• Full-service retainer: £3,500 to £16,750 a month (Whito, May 2026)
• Published agency day rates: £895 to £1,125 a day, with director time at £1,200 or more (Whito, September 2026)
• Agencies with no published price: 47 of 50 UK marketing agencies (Whito, July 2026)
• ORRJO: from £1,250 a month for Brand & Content, and from £2,500 a month for Lead Generation, Demand Generation and ORRJO Intelligence

How much does a B2B marketing agency cost in the UK?

Expect £1,250 to £3,500 a month for one channel and £3,500 to £16,750 a month for full service, before VAT and ad spend. Those are Whito's figures, and Whito says both are up more than 30% on 2023. They cover UK marketing agencies in general, not only B2B specialists. Whito collected and cross-referenced the data between January and May 2026, left out freelancers and consultants, and describes its ranges as "the middle ground of what we found across multiple sources."

Here is the same research broken down by service. All figures are monthly, exclude VAT, and come from Whito's benchmark table, checked 13 October 2026.

Term and location also move the price. Term: Whito estimates that "a 12-month contract might be 10-15% cheaper per month than a rolling monthly agreement." Location: Whito's example is a retainer that "costs £2,000/month from a Manchester agency" and "might be £3,500 from a central London equivalent."

What do B2B agencies publish on their own pricing pages?

Very few publish anything. Whito found that 47 of 50 UK marketing agencies publish no price anywhere, in a July 2026 check of the top five agencies in ten UK cities, and that several of the agencies that publish no pricing ask for your budget on their contact form instead.

We ran a narrower check on B2B specialists. On 13 October 2026 we looked at the 14 agency websites on the first two pages of Google UK for "b2b marketing agency uk", leaving out directories and ranked lists. We could read 13 of them, and on none of the 13 could we find a published price on the homepage, a /pricing page or any page in its sitemap, where it has one, whose address contains pric, cost, fee or packages. That is a narrow check, so read it as "we could not find a price", not "there is no price".

These B2B agencies do publish a number. Each price comes from the agency's own pricing page, and each location and focus from its homepage, checked 13 October 2026. ORRJO is the publisher of this page.

Two of these agencies also give a view of typical spend. Gripped's pricing page says "a typical investment is £5K-£15K per month for strategic execution across core channels" and that "most marketing leaders invest £8K-£12K/month." Whitehat SEO's pricing page says most UK B2B companies invest between £2,000 and £8,000 per month across two to three channels.

What does ORRJO charge for each service?

ORRJO's retainers start from £1,250 a month for Brand & Content and from £2,500 a month for Lead Generation, Demand Generation and ORRJO Intelligence. This is every price ORRJO publishes, in one table, as listed on our pricing page and audit page.

Terms. 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.

What a Lead Generation retainer covers. The retainer covers the data, systems, sales enablement tooling, a cluster of SDRs trained on your account, operations and reporting. Most ORRJO engagements run at 4 to 12 highly qualified meetings a month, with entry level typically targeting 4 to 5.

Where to start. Most clients start with the one service the strategy call points to, and add others when the numbers justify it. The Growth Engine explains how the services run together.

Retainer, project or day rate: which should you pay for?

Pay a retainer for work that runs every month, a project fee for a defined piece of work with an end date, and a day rate for a short burst of extra capacity. Whito sets out the typical UK range for each way of billing:

The same days can cost different amounts depending on how you buy them. On Anicca Digital's rate card, 2 to 5 days a month cost £1,125 a day as project work, £975 a day on a 6 to 12 month retainer and £900 a day on an 18+ month contract (January 2025 rates, excluding VAT).

A retainer only makes sense if you know how much work it buys. Whito suggests turning it into an effective day rate: "A £2,000 a month retainer delivering three days of work is £667 a day." Few agencies make that easy. In Whito's August 2026 check, 13 agencies published actual monthly figures and "only 2 of the 13 say how many hours the money buys."

ORRJO sells monthly retainers and sales days. It does not charge per meeting or per lead, and it does not sell hybrid or performance models. As our pricing page puts it: "Fixed retainers keep qualification honest. Pay-per-meeting rewards volume over quality." Sales days, from £350 a day, suit a set stretch such as a product launch, an event or a push on existing accounts. For pipeline over six months or more, the retainer is the more cost-effective choice. The trade-offs are set out in pay per meeting vs retainer.

What do agencies usually leave out of the retainer?

Ad spend, and in most published prices VAT. Whito's benchmark excludes VAT and treats ad spend as separate from management fees, and Gripped and Whitehat SEO both keep media spend outside the retainer.

• Ad spend. Whito lists it as "always separate from the management fee". Gripped says paid media budgets are not included in its monthly retainer and puts typical monthly ad budgets at £5,000 to £150,000+. Whitehat SEO says ad spend is paid directly to Google Ads or Microsoft Ads, and recommends a minimum ad spend of £2,000 per month for B2B campaigns.
• VAT. The standard UK rate is 20% (GOV.UK). Whito notes that "most published prices are plus VAT, so a £695 retainer is £834 in real money." Ask every agency whether the figure in front of you is before or after VAT.
• Tools and production. Whito's list of what agencies commonly leave out includes platform or tool subscriptions (SEO tools, scheduling software, email platforms), content production costs (photography, video, design beyond basic graphics) and website changes or development work.
• Setup. Whito read 39 UK agency pricing pages and found that one publishes a setup fee and 32 say nothing about setup either way. In Whito's words: "If the fee exists, it is in the proposal."

At ORRJO, the platform costs nothing on top: dashboards, the CRM environment and reporting ship inside every engagement as part of the retainer.

How does ORRJO work out what a retainer should cost?

We price it backwards from your revenue target. As our pricing page puts it: "Tell us the revenue target, average deal size and close rate. We work backwards to the meetings you need and the resource it takes to get there."

1. Your revenue target. Where you need to be in 12 months.
2. Divide by your deal size. That gives the deals you need.
3. Divide by your close rate. That gives the meetings you need, and so the meetings per month. Typically 10 to 30% of meetings convert.
4. Size the retainer to fit. The resource it actually takes. Nothing more.

An illustration, not a quote: £600,000 of new revenue at £40,000 a deal is 15 deals. At a 20% close rate that is 75 meetings over the year, or about six a month. That number, and how deep you need each meeting qualified, is what sets a Lead Generation figure in a proposal. Our pipeline gap calculator runs your own numbers.

The first conversation is short. This is our pricing page's answer to "What happens on the discovery call?", word for word:

"Thirty minutes. We walk through your current pipeline shape, where the gap is, and what shape of retainer would actually move the number. You leave with a scoped proposal and a number. No deck, no pitch. About one in four discovery calls end with us recommending you build in house instead."

How do you compare quotes from different agencies?

Put every quote into the same units and get the terms in writing. Whito lists five things to get in writing before you sign any retainer:

1. How many hours a month, and done by whom.
2. What happens to unused hours.
3. Whether reporting is included.
4. The notice period and minimum term.
5. Whether the fee is plus VAT.

Then three checks of your own:

• Work out the day rate. Divide each monthly fee by the days of work it buys, and compare those figures rather than the headline.
• Add back what sits outside the fee. Ad spend, tools, production and any setup fee, so each quote covers the same costs.
• Read the terms, not just the pricing page. Whito found that twelve of 39 UK agencies carry a minimum term somewhere, and five of those twelve keep it out of the pricing page entirely.

If an agency asks for your budget before it will quote, Whito's advice is to leave the field blank, or write "please quote your standard rates for this scope", and to ask for the scope in hours or deliverables, in writing.

Where can I see the full pricing for each ORRJO service?

Each service has its own page with the detail behind the number:

• ORRJO pricing: every service, sales days and terms on one page.
• B2B lead generation pricing: what UK lead generation costs and how ORRJO prices it.
• Outsourced SDR cost guide: what an outsourced SDR costs.
• What a B2B website costs in the UK and what B2B branding costs: the Brand & Content side.
• Demand Generation and ORRJO Intelligence: what runs inside each retainer.
• The Audit: the AI visibility audit, the monitor and the plans.

Questions buyers ask

How much does a B2B marketing agency cost in the UK?

UK marketing agency retainers typically cost £1,250 to £3,500 a month for a single channel such as SEO or PPC, and £3,500 to £16,750 a month for full service, according to Whito's May 2026 pricing research. Those figures exclude VAT and ad spend, and cover UK agencies in general rather than only B2B specialists. ORRJO's retainers start from £1,250 a month for Brand & Content and from £2,500 a month for Lead Generation, Demand Generation and ORRJO Intelligence.

What is a typical marketing agency retainer?

Whito puts the typical flat monthly retainer at £1,000 to £5,000 a month, and says SMEs should expect to start at £1,000 to £2,000 per month for meaningful agency work. Among B2B agencies that publish prices, Gripped starts at £3,500 a month plus project fees, with its top tier from £15,000 a month, and Whitehat SEO's inbound marketing starts at £5,000 a month. Compare what each fee buys, not just the number.

Do agencies charge setup fees?

Some do, but few say so on their pricing page. Whito read 39 UK agency pricing pages on 29 September 2026: one published a setup fee and 32 said nothing about setup either way. Gripped says it typically charges a one-time onboarding fee and does not publish the amount. Whitehat SEO says every listed price includes setup and onboarding, though its own Local SEO line lists a £1,000 setup fee. Ask for any setup fee in writing before you compare quotes.

Is a retainer better than paying per project?

It depends on the work. A project fee suits a defined piece of work with an end date, such as a website build, and a retainer suits work that runs every month. Longer commitments can cost less per day: on Anicca Digital's published rate card, the same 2 to 5 days a month cost £1,125 a day as project work, £975 a day on a 6 to 12 month retainer and £900 a day on an 18+ month contract.

How do I compare quotes from different agencies?

Put every quote into the same units. Whito lists five things to get in writing before you sign any retainer: how many hours a month and done by whom, what happens to unused hours, whether reporting is included, the notice period and minimum term, and whether the fee is plus VAT. Then divide each fee by the days of work it buys, and add back anything billed outside the fee, such as ad spend, tools, production or setup.

Is ad spend included in a marketing agency retainer?

No. Whito lists ad spend as always separate from the management fee. Gripped says paid media budgets are not included in its monthly retainer, and Whitehat SEO says ad spend is paid directly to Google Ads or Microsoft Ads. Budget for media on top of the agency fee, and ask whether the agency also charges a percentage of that spend, which Whito puts at typically 10% to 20% where that model is used.

What does ORRJO charge?

Brand & Content starts from £1,250 a month. Lead Generation, Demand Generation and ORRJO Intelligence each start from £2,500 a month, and sales days from £350 a day. The AI visibility audit is £750 plus VAT, one off, and the platform costs nothing on top. 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.

Sources

1. Whito, Marketing Retainer Cost UK 2026. Single channel and full-service ranges, the benchmark table by service, pricing models, contract length and location effects, what agencies leave out, the five things to get in writing, VAT example. Core ranges updated May 2026, page last updated 12 October 2026, checked 13 October 2026.
2. Whito, How Much Does a UK Marketing Agency Cost? We Checked 50 Agency Websites. 47 of 50 agencies with no published price, budget fields on enquiry forms, buyer advice. Data collected 14 July 2026, checked 13 October 2026.
3. Whito, The Fees UK Agencies Don't Quote: 39 Pricing Pages Read Against Their Own Terms. Setup fees and minimum terms. Data verified 29 September 2026, checked 13 October 2026.
4. Whito, Freelance Marketer vs Agency Day Rates UK 2026. Published agency day rates and the effective day rate test, checked 13 October 2026.
5. Gripped, B2B Marketing Services Pricing for SaaS and Tech. Tiers, typical investment, media budgets and onboarding fee, checked 13 October 2026. Location and focus from its homepage.
6. Whitehat SEO, Digital Marketing Services Pricing UK. Service prices, setup, the Local SEO setup fee, ad spend and VAT. Prices correct as of February 2026, checked 13 October 2026. Location and focus from its homepage.
7. Anicca Digital, Pricing and Rate Card. Day rates by contract length. Figures from January 2025, checked 13 October 2026. Location and focus from its homepage.
8. GOV.UK, VAT rates. Standard rate of 20%, checked 13 October 2026.
9. ORRJO check of the 14 agency websites on pages one and two of Google UK for "b2b marketing agency uk": homepage, /pricing and sitemap pages whose address contains pric, cost, fee or packages. Run 13 October 2026. One site blocked automated reading.
10. ORRJO, pricing page and audit page. Every ORRJO price, the terms, the built-backwards method and the discovery call answer, checked 13 October 2026.