B2B Appointment Setting Services: One of the Best Ways to Grow Your Company [2025]

When hiring an appointment setter, emphasize soft skills over software skills. It takes an exceptionally self-disciplined individual with well-developed interpersonal skills to consistently set B2B sales appointments. Analytical and excellent time management skills are also a must, along with the ability to persevere through objections and obstacles. Take your time during the hiring process. Employing the wrong person for the job will negatively impact your revenue growth and slow down your sales cycle.

In the United States, an appointment setter’s median annual salary is $39,000; however, experienced employees make closer to $70,000 on average, according to Talent.com. Those who outsource appointment setting generally save 65% on labor and overhead expenses.

B2B appointment setting filters out unqualified leads, guaranteeing that time and resources are focused on engaging with potential customers who are more likely to convert. This targeted approach increases conversion rates and reduces wasted efforts and resources.

Outsourcing has become a popular solution for companies that are unable to develop their own in-house appointment setting programs.

By hiring external firms, businesses can avoid the challenges of starting from scratch. These appointment setting experts are well-versed in B2B strategies, equipped with the necessary tools and software, and have access to a talented pool of highly-trained SDRs.

This allows companies to focus on their core competencies while leaving the appointment setting tasks in capable hands. In fact, it’s a practice that has gained traction in recent years, with 68% of U.S. companies, including small businesses, already embracing outsourcing services. Another report found that outsourcing has allowed 65% of businesses to concentrate on crucial business functions, enjoying a 63% cost reduction.

B2B appointment setting is highly effective when implementing lead generation strategies due to its precise approach. Appointment setters with expertise in identifying and engaging with prospects collaborate with sales and marketing to target potential customers who align with their ideal customer profile. This eliminates unqualified leads, saving time and resources while boosting conversion rates.

You can track and improve the success of your B2B appointment setting process using some of these KPIs and metrics:

• Appointments Scheduled – This metric allows you to determine the number of appointments that are scheduled and completed each month. To calculate your appointment-setting rate, divide the number of appointments by the number of leads contacted.
• Appointment Attendance Rate – To calculate your appointment attendance rate, divide the number of appointments completed by the number of appointments scheduled.

It is important to have both rates as high as possible, as they indicate how effective and efficient you are in booking and holding sales meetings. If your appointment-setting rate is low, it may be necessary to improve your outreach strategy, messaging, or value proposition.

• Average Contract Value – The average contract value (ACV) is the revenue generated from a single customer contract. It is calculated by dividing the total contract value by the number of customers. Understanding the value of different segments and clients can help B2B marketers adjust their pricing strategies.