Insights — B2B Lead Generation & Prospecting — 3 min read
How Much Does Outsourced B2B Prospecting Cost? Pricing Models and a Break-Even Test
B2B prospecting costs vary wildly based on the model you choose. From flat retainers to pay-per-appointment, here is how to calculate the potential return on your investment.
In short
Outsourced B2B prospecting costs are generally structured as a monthly retainer (e.g., £500 - £3,000+) or a performance fee per appointment. Evans offers Intelligence at £695 + VAT/month and Managed prospecting at £1,295 + VAT/month. The right choice depends on your average sale value; if a single sale covers several months of the service, the investment is often commercially viable.
The cost of outsourced B2B prospecting typically ranges from a few hundred pounds for basic research to several thousand for a fully managed service. Pricing usually follows one of four models: a monthly retainer, pay-per-lead, pay-per-appointment, or a hybrid of these. To determine if it is worth the cost, you must compare the monthly fee against your average order value and gross margin to find your 'break-even' point.
The four main pricing models for prospecting
Agencies and consultants use different ways to charge for their time and results. Each has pros and cons for the client.
| Model | How it works | Pros/Cons |
|---|---|---|
| Monthly Retainer | A fixed fee for a set amount of activity or output. | Predictable cost; encourages quality over quantity. Risk of low activity if not managed. |
| Pay-per-Lead/Appt | You only pay when a specific result (a lead or meeting) is delivered. | Low risk for the buyer. Can lead to 'junk' appointments to hit targets. |
| Commission Only | The provider only gets paid when you close a sale. | Zero upfront cost. Very hard to find for B2B; high-quality providers rarely work this way. |
| Hybrid | A lower base retainer plus a success fee for each meeting or sale. | Balances risk. Keeps the provider motivated while covering their base costs. |
Evans Pricing: The Opportunity Engine
We believe in transparency and predictability. Our pricing is fixed, allowing you to budget without surprises.
- Opportunity Engine Intelligence: £695 + VAT / month. Includes research, signal monitoring, and detailed opportunity reports for your team to action.
- Opportunity Engine Managed: £1,295 + VAT / month. Includes everything in Intelligence, plus we handle the initial outbound outreach and develop the conversation until it is ready for your sales team.
The Break-Even Test: Is it commercially viable?
Before investing, run this simple calculation. This is an illustrative example — not an Evans client result. Please substitute your own numbers.
| Variable | Example Value | Your Numbers |
|---|---|---|
| Average Order Value (AOV) | £10,000 | |
| Gross Margin % | 40% | |
| Gross Profit per Sale | £4,000 | |
| Monthly Prospecting Cost | £1,295 | |
| Sales needed to break even | 0.32 sales / month | |
| Sales needed per year | 4 sales / year |
In this example, if the prospecting service helps you close just four additional sales in a year, the service has paid for its entire annual cost. If you close one a month, the ROI is significant.
The Lifetime Value (LTV) Variant
For many B2B companies, a customer isn't a one-off transaction. If your average customer stays for 3 years and spends £10k each year, the 'worth' of an opportunity is much higher. In this scenario, the break-even point is even lower, as the initial acquisition cost is spread across a much larger total profit.
Hidden costs to consider
Beyond the service fee, remember to account for:
- Onboarding/Setup fees: Many agencies charge a one-off fee to build your target lists and messaging.
- Software: Do you need to pay for extra CRM seats or LinkedIn Sales Navigator for the provider?
- Management time: The cost of your time spent briefing and reviewing results.
A note on ROI promises
No reputable provider can guarantee a specific ROI or number of sales. Market conditions, your product's competitiveness, and your team's ability to close are all variables outside the provider's control. We focus on delivering high-quality opportunities based on live signals; the conversion of those opportunities into cash remains your primary sales responsibility.
Want the first conversations started for your sales team?
Opportunity Engine Managed researches the opportunities, runs the early outreach and follow-up, and hands qualified conversations to your salespeople. £1,295 + VAT per month, initial three-month term.
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