A lead generation company does the part of sales most people hate: finding the right prospects and getting them interested. But not all of them work the same way, and the model they use decides the quality of what you receive.
The four main types
| Type | What you get | Typical pricing |
|---|---|---|
| List providers | Contact data matching your filters | Per lead or per record |
| Outbound agencies | Cold email / calling done for you, meetings booked | Monthly retainer, sometimes plus per meeting |
| Inbound / performance marketers | Form fills or calls from ads and SEO | Per lead (CPL) or per call |
| Marketplaces | Leads from many sources, bought individually | Per lead, often by auction or category |
The process behind the scenes
- Profile: they agree your ideal customer with you.
- Source: they pull data from databases, maps, websites, ads or their own forms.
- Check: good companies verify emails, phones and fit; cheap ones skip this.
- Engage (agencies only): they contact leads by email, phone or LinkedIn.
- Deliver: you get a list, a booked meeting or a live call.
Exclusive vs shared leads
Exclusive leads go only to you. Shared leads are sold to several businesses; they're cheaper but you're racing competitors. Always ask. See exclusive leads for web designers.
Questions to ask before hiring
- Where does the data come from, and how old is it?
- How do you check emails and phone numbers?
- Are leads exclusive?
- What happens if a lead is bad: replacement or credit?
- Can I start with a small test?
Related reading: is lead generation worth it, outsource B2B lead generation and B2B lead generation agency.
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Frequently asked questions
How do lead generation companies get their leads?
From business databases, public listings like maps and directories, their own ads and websites, partnerships, or by running outreach campaigns on your behalf.
How much do lead generation companies charge?
List providers charge per lead, outbound agencies usually charge a monthly retainer (sometimes plus per meeting), and performance marketers charge per form fill or call.