Sales Outsourcing 101: How Much to Pay for B2B Leads


Lead generation in the B2B world takes a lot of skill and work. It might also take a little bit of money, depending on the types of leads that you want to acquire. Of course, the costs associated with outsourcing to a B2B lead generation company vary greatly, depending on a variety of factors, but is a great way to get your sales outreach done easily and quickly.

And yet, so many business owners will come to the Internet in search of the million-dollar question: how much will it cost? We can’t tell you that, at least not exactly. However, what we can do is explain how lead pricing works and how different companies bill for services so that you can make an informed decision about your own lead generation needs. 

In an ideal world, B2B leads would come without a hefty price tag. However, unless you’ve got tons of time to qualify leads, it’s often worth the investment. There are several different costs associated with generating leads, including the costs of the leads themselves. You’ll also have to consider if you’re paying a fee for the service being provided in addition to the leads. It can all add up quickly. The secret, though, is that preparation can go a long way in helping balance the budget and give you peace of mind, no matter what the pricing adds up to at the end of the day. 

According to studies, the cost per lead (CPL) in 2019 was around $198. Experts often suggest spending $150-$200 per lead, but then that depends on your industry and the level of qualification that you’re paying for. There are several reasons that you’ll want to track the cost of each lead. For starters, it can tell you whether you are getting a good return on your investment. Also, it can help you ensure you’re not overspending on your lead generation.

Factors affecting the cost of leads

Lead generation comes at a cost—but it’s a cost that’s going to be a little different for everyone. There are also different factors that will affect what you pay for leads. By knowing that, it can be simpler for you to narrow down the options and make sure that you find the most affordable lead solutions. Leads are generally priced based on things like:

  • Subscription or membership plans for the service. For example, you might pay for a higher subscription tier to get access to more leads. However, there are other platforms that may have smaller lead lists available for a lower cost. That’s something you’ll have to check into. 
  • The quality of the leads themselves. The more qualified a lead is, the more it will cost you. That’s why the best B2B lead gen lists are almost all guaranteed sales. The leads have been qualified time and again and offer premium value, which means you’ll get access to more likely conversions. Of course, you’ll have to pay for the most qualified leads
  • The cost that you pay for leads will depend also on how many leads you need to generate. For example, if you can only afford a cost per lead of $200, you might be limited to a shorter list than if you were willing to spend twice as much. You may also be able to generate more leads at a lower cost, but that varies. 

This is the total cost of your leads, to clarify, and not just the CPL, or ‘cost per lead’ that you’re going to pay by maximizing your lead generation efforts. You’ll have to factor your own cost per lead to make sure that you’re staying within your means when you are paying for leads. 

How to choose a lead generation provider

A large part of what you spend on leads depends on where they come from. That’s why it’s important to take the time to choose a lead generation service that not only offers affordable leads, but that also ensures that you get quality leads. Look for lead generation services that have a proven track record of success and that have shown that they are capable of delivering the results that your team needs. 

Choose a company that offers a guarantee on their leads. This will help ensure that your money is well-spent. Some companies price their services based on metrics, hours, or other factors, but the guaranteed appointment is a must-have if you’re going to invest in a lead generation service. Do your research and make sure that you’re only working with companies that are transparent and ready to help you make the most of your lead generation. 

Using lead generation services isn’t about whether or not you have the means to get your own leads—it’s about capitalizing on already vetted leads that are out there. There are people who spend their entire day qualifying leads and making lists to sell to other businesses—don’t double the work for yourself if you don’t have to. Instead of worrying about what leads are going to cost, find a provider that will help you get the leads that you need at rates that you can afford. 

Outsource to for lead generation at a price that you can afford

When you’re looking for a better solution for lead intake and qualification, appointment scheduling, outreach campaigns, and other admin solutions, the dedicated virtual receptionists at have you covered. Ask about our 24/7 services for after-hours answering, live website chat, and even how our outbound sales and support team can help you follow up on leads better than ever before. 

Plus, we’ll help you create a strategy to manage all of it so that you never miss a beat (or a lead) again. With solutions for companies of all types and sizes, our team is ready to deliver so that you can focus on closing the deal while someone else handles the follow-up. It’s really the best of both worlds, so what are you waiting for?

To learn more, schedule a consultation to discuss what the 24/7 virtual receptionists at can do for your lead intake and qualification, and so much more. You can also reach us at or (650) 727-6484. 

Sales Tips
Lead Generation
Written by Sean Lund-Brown

Sean Lund-Brown is a current Marketing Assistant for A graduate from Metropolitan State University of Denver, Sean graduated with a BA in Music and an individualized degree in Teaching Vocal Pedagogy.

Take the faster path to growth.
Get today.

Affordable plans for every budget.

Take the faster path to growth.
Get today.

Affordable plans for every budget.