2025 Guide to Small Business Leads

Major Takeaways: Small Business Leads

Lead Generation is the Top Small Business Challenge

• In 2025, 30% of small businesses say lead generation is their #1 marketing obstacle, ahead of budget issues. Crowded markets and complex buyer journeys require smarter outreach.

In-House Teams Offer Control—but at a Cost

• Hiring and training internal SDRs gives you brand control, but comes with high fixed costs and long ramp-up times—up to 10 months to full productivity.

Outsourcing Accelerates Pipeline Growth

• Outsourced lead generation agencies can ramp campaigns 3× faster and reduce cost-per-lead with optimized tools and expert execution.

Sales Reps Spend Just 35% of Time Selling

• Most in-house reps lose productivity to admin and prospecting. Outsourced teams free your staff to focus on closing, not searching for leads.

Advanced Tools and Data Give Agencies an Edge

• External partners bring CRM integrations, AI prospecting, and real-time intent data—resources often too costly for small firms to access internally.

Outsourcing Can Be 43–65% More Cost-Effective

• When factoring in salaries, benefits, tools, and lead quality, outsourcing lead gen delivers better ROI than internal efforts for many small businesses.

Multi-Touch, Omnichannel Outreach Drives Results

• Top agencies use 8+ strategic touches across email, phone, LinkedIn, and more to warm leads—something most in-house teams struggle to scale.

Hybrid Models Offer Flexibility

• Many companies succeed with blended strategies, keeping some lead gen internal while outsourcing volume outreach or top-of-funnel prospecting for speed and scale.

Introduction

Are you struggling to fill your sales pipeline with quality small business leads? If so, you’re not alone. In 2025, many small business owners face a tough dilemma: Should you generate leads in-house, or outsource to a specialized lead generation agency? Lead generation is the lifeblood of growth, yet it’s also cited as the number one marketing challenge for nearly a third of small businesses (1). At the same time, budgets are tight and every dollar must count. It’s a high-stakes decision that can make or break your business growth.

This comprehensive guide will break down the pros and cons of in-house versus outsourced lead generation, updated for 2025’s market realities. We’ll explore costs, ROI, and key strategies (like building an outbound sales strategy) to help you decide what’s best for your business. Along the way, we’ll share insightful stats (each backed by references) and ask the critical questions—so you can make an informed choice. Let’s dive in with a look at why lead generation has become such a pressing challenge, and what’s at stake in choosing your path.

The Lead Generation Challenge for Small Businesses in 2025

Generating a steady flow of leads has never been easy, but in 2025 it’s especially challenging for small businesses. Markets are crowded, buyers are more discerning, and digital noise is at an all-time high. According to a recent survey, 30% of small businesses say driving lead generation is their single biggest marketing challenge, even ahead of things like budget constraints (1). If you’re feeling the squeeze, you’re in good company.

Why is lead generation for small businesses so hard right now? A big reason is the changing buyer behavior. Today’s B2B customers (and even many B2C) do exhaustive online research before ever talking to sales. That means your sales team has to work smarter to get attention. Old tactics like mass cold calls or generic email blasts just don’t cut it anymore. Effective lead generation now requires multi-channel outreach, personalization, and timing. In fact, 72% of B2B buyers use multiple channels before making a purchase (2)—so if you’re not engaging prospects via email, phone, LinkedIn, and more, you risk missing them entirely.

Meanwhile, small businesses often lack the large teams or deep pockets to execute complex lead gen campaigns. It’s a classic catch-22: you need more leads to grow revenue, but you need more revenue (and people) to generate more leads. As a result, many pipelines run dry. Perhaps you’ve experienced this: one quarter your in-house efforts bring in plenty of prospects, but the next quarter things slow to a trickle. These peaks and valleys can wreak havoc on your sales forecasts.

Generating small business leads is harder than ever. Buyers research online, ignore generic blasts, and expect personalization. 

Over one-third of small businesses have already turned to outsourcing for at least one business process, and over half plan to outsource in the near future (3). Digital marketing (which includes lead gen activities) is among the top outsourced functions – about 34% of small firms outsource some marketing tasks (3). Why?

Because lead generation is where most small businesses hit a wall. More are turning to outside experts to keep their pipelines moving. At Martal, our proprietary AI sales platform spots genuine buying intent in real time – so you’re not chasing noise, you’re focused on the prospects that actually convert.

Of course, outsourcing isn’t the only route. Many businesses try to handle lead generation internally, especially to maintain control or save money. This brings us to our core comparison. In the sections below, we’ll look at in-house lead generation vs. lead generation outsourcing, examining how each approach works and what it offers. By understanding both options, you’ll be better equipped to craft the right outbound sales strategy for your small business. Let’s start with the in-house route, including its advantages and pitfalls.

In-House Lead Generation: Building Your Own Machine

Generating leads in-house means you use your own team and resources to find and qualify prospects. For a small business, this often involves hiring a dedicated sales development representative (SDR) or assigning existing staff (like a salesperson or marketer) to prospecting duties. You might invest in tools like CRM software, lead databases, and email automation to support their efforts. Essentially, you’re building your own mini lead-gen engine from scratch, inside your company.

Pros of In-House Lead Generation:

• Complete Control: You have direct oversight of how leads are generated and nurtured. Messaging, branding, and targeting can be closely aligned with your company’s voice and values. If maintaining your brand tone or handling sensitive client relationships is crucial, in-house gives you that control.
• Deep Product/Service Knowledge: Your internal team lives and breathes your product or service. They can sometimes craft more nuanced pitches and handle prospect questions on the spot. This deep familiarity can be an asset when leads are highly technical or industry-specific.
• Real-Time Collaboration: In-house teams sit under the same roof (or at least the same Slack workspace). Sales and marketing can quickly share feedback on lead quality, adjust criteria, or brainstorm new tactics together. That immediacy can make your lead generation efforts more agile.
• Consistency with Company Culture: Your employees are part of your company culture and understand its standards. They represent your business exactly as you train them to, which some founders value for consistency.

Those benefits are real, but what about the downsides? Unfortunately, in-house lead gen can be resource-intensive for small businesses. Here are the key cons and challenges to weigh:

Cons of In-House Lead Generation:

• High Costs (Recruiting, Salaries, Overhead): Hiring SDR and BDR reps for small businesses can be expensive, often stretching budgets without guaranteed pipeline results, making it critical to evaluate ROI carefully. Think about it: the average salary for a skilled SDR might range from $40k–$70k/year (depending on region and experience), not including benefits, taxes, and bonuses. On top of that, you’ll likely need to invest in training, management, and tools for them to succeed. For a team of several reps, those costs multiply quickly. And unlike an outsourced contract, employees are a fixed cost – you pay them regardless of how many leads they produce.
• Long Ramp-Up Time: You can’t expect a new sales hire to start delivering qualified leads overnight. In fact, it takes about 10 months or more for a new sales rep to become fully productive on average (6). That ramp-up includes time to learn your product, your market, and effective outbound prospecting techniques. Small businesses often underestimate how long it takes for an in-house team to hit its stride. Meanwhile, you may be waiting months for a decent flow of leads.
• Limited Bandwidth and Skill Set: A small in-house team might simply lack the bandwidth to cover all aspects of modern lead gen. Consider everything involved in a robust outbound sales strategy: researching prospect lists, writing personalized outreach messages, making cold calls, following up consistently, tracking metrics, optimizing campaigns – it’s a lot! One or two people will inevitably be stretched thin. And if your team has gaps in skills (say, they’re great at calling but poor at email copywriting or LinkedIn networking), your results might suffer. It’s hard for a tiny team to be expert at every channel.
• Inefficiencies in the Sales Process: Internal sales reps often end up wearing multiple hats, which can hurt productivity. Studies show that only about 35% of a sales rep’s time is spent actively selling – the rest goes to administrative tasks, researching leads, data entry, and meetings (6). Even more startling, sales reps can spend up to 50% of their work day just searching for prospects and their contact info (instead of actually engaging those prospects) (5). In a small business, you likely don’t have dedicated support staff for your SDRs, so they do all the legwork. This “inefficient prospecting” means slower lead flow from your in-house efforts.
• Difficulty Maintaining Consistent Lead Flow: Without a documented strategy and sufficient resources, many in-house teams struggle to generate leads consistently. One month your rep might be so busy closing a few hot prospects that prospecting slows down, leading to a dry spell the next month. This feast-or-famine cycle is common. In fact, most internal teams without a solid process see fluctuating lead quality and volume, which can derail your revenue goals (5).
• Tool and Data Limitations: Enterprise-grade lead databases, intent data tools, or email automation platforms can be costly. A small business might only afford basic or free lead generation tool, which could leave your team working with outdated contact lists or minimal market insights. An in-house team might be “flying blind” compared to outsourced firms that use sophisticated data to zero in on the best prospects. Lacking real-time data (like who’s actively searching for your type of product) makes in-house outreach less targeted.

As an example, imagine you hire a junior SDR to start making cold calls and sending emails. They might work hard, but with limited experience and tools, they could burn through a list of leads with only a few responses to show for it. Perhaps they reach 100 prospects and only book 1 or 2 meetings. Meanwhile, you’re paying their salary and hoping things improve over time. It can feel like two steps forward, one step back – or sometimes, one forward, two back.

One study found that 42% of salespeople rank prospecting as the hardest part of their job, ahead of closing deals or qualifying leads (7). It’s no surprise that many small businesses struggle when trying to handle lead generation internally. Prospecting is tough, time-consuming work, and not everyone has the knack for it.

If this is painting a daunting picture, don’t despair. In-house lead generation can work, especially if you invest in the right people and give them strategic guidance. Some companies prefer keeping things internal to build a unique sales culture or because they handle highly sensitive client data. The key is to be realistic about the commitment: Are you ready to spend the time, money, and effort to build an internal lead gen engine? And can you afford the opportunity cost if it takes a while to yield results?

Many small business owners ultimately decide that outsourcing inside sales and lead generation is a more attractive route, once they tally up the in-house costs and challenges. Let’s explore that option next – and see why outsourced lead generation has become one of the most common outsourced operations in 2025 (4) for growth-minded businesses.

Lead Generation Outsourcing: Pros, Cons, and ROI

Lead generation outsourcing means hiring an external partner – usually a specialized agency or firm – to handle lead generation for you. Instead of your employees doing all the prospecting, you contract a team of experts who focus on finding and qualifying leads, and then delivering those leads (or appointments) to your sales team. Think of it like plugging into an “on-demand” sales development department, without bringing those people on your payroll.

In recent years, outsourced lead gen has surged in popularity. Businesses have realized that outsourcing isn’t just for call centers or IT support; you can outsource critical growth functions like sales prospecting too. In fact, by 2025 lead generation has become one of the top outsourced functions – the industry is literally booming. The global market for B2B lead generation services was valued around $2.66 billion in 2024, and it’s projected to soar to $7.33 billion by 2033 (nearly 12% compound annual growth) (5). Clearly, a lot of companies are betting on outsourced sales to accelerate their growth.

But is it right for your small business? To find out, let’s break down the pros and cons of outsourcing lead generation:

Pros of Outsourcing Lead Generation:

• Instant Expertise and Experience: Outsourced agencies live and breathe lead generation. They bring seasoned sales development reps, copywriters, and strategists who have done this many times before in your industry. For example, Martal Group (a leading outsourced sales partner) employs onshore teams of mid- and senior-level sales reps with experience across 50+ industries. When you outsource, you’re basically hiring a ready-made crew of experts. There’s no training wheel period – they can ramp up campaigns in a matter of weeks, because they already know the playbook.
• Faster Ramp-Up and Results: Building on that last point, outsourcing can dramatically shorten the time to seeing results. Instead of spending months hiring and onboarding an internal rep, you could engage an agency and have outreach campaigns launched within a few weeks. One report noted that companies outsourcing lead gen see improved pipeline management and faster movement – they’re effectively “plugging into” an existing, optimized system rather than reinventing the wheel (5). Some providers even claim they can ramp up your sales pipeline 3× faster than hiring in-house, by hitting the ground running with proven processes. Speed can be crucial if you have aggressive growth goals or an upcoming product launch and need leads quickly.
• Access to Advanced Tools & Data: Good lead gen agencies come equipped with sophisticated tools, data sources, and tech platforms that a small business might not afford on its own. For instance, outsourced teams often use AI-driven prospecting platforms, intent data, and CRM integrations to find and reach the best leads (5). They might have subscriptions to premium databases, or proprietary software that automates email sequencing and ensures high deliverability. By outsourcing, you effectively rent all these capabilities. It’s like getting a Formula 1 race car and pit crew, versus trying to build a car in your garage. The result: more targeted outreach and typically a lower cost per lead. (Fun fact: The average B2B cost-per-lead is about $198 across industries (5), but an expert agency can often reduce that by honing in on the most likely buyers.)
• Omnichannel, Multi-Touch Outreach: Generating quality leads today usually requires touching prospects through multiple channels (email, phone, social media, etc.) and multiple times. Outsourced lead gen shines here. These firms are adept at running omnichannel campaigns – for example, a sequence might include a personalized email, then a LinkedIn message, then a call, followed by a targeted ad or piece of content, and so on. They know that persistence pays: research shows it takes around 8 touches on average to generate a conversion in B2B sales (8). An outsourced team will execute those touches systematically so no lead falls through the cracks. They also ensure outreach happens across channels. (Your internal rep might be comfortable emailing but shy away from cold calls; an agency rep will do it all.) This multi-touch, multi-channel approach builds more familiarity and trust with prospects, warming them up more effectively than a single-channel effort. It’s no coincidence that companies with coordinated multichannel outreach often outperform those relying on one channel.
• Higher Volume and Better Quality Leads: With a dedicated team working for you, you can simply reach more prospects than a small in-house team could. But it’s not just about quantity – it’s quality too. Outsourcers use refined targeting criteria to focus on your Ideal Customer Profile (ICP) and buyers showing intent. For example, they might leverage real-time intent data to identify companies actively researching solutions like yours, then prioritize those in outreach. They also continuously optimize messaging and follow-ups based on what’s working, since they have the bandwidth to A/B test and tweak campaigns (5). All of this means the leads you get are often more qualified and sales ready leads. In fact, studies show outsourcing can yield 43% more results than internal efforts alone (5)(2). And over 85% of B2B decision-makers in one survey reported a positive impact on performance from external lead gen teams (2). The numbers speak for themselves: outsourcing, done right, can significantly boost your lead volume and conversion rate.
• Cost Efficiency and Scalability: At first glance, outsourcing isn’t cheap – you’ll pay a monthly fee or contract that might look like a big expense. But compare it to the fully loaded cost of hiring, say, two full-time SDRs plus a manager, plus tools. In many cases, outsourcing comes out more cost-effective, especially when you factor in the value of leads generated. You’re essentially sharing the cost of a top-tier team and infrastructure with other clients of the agency. Outsourced lead generation can be 43–65% more cost-effective than handling it in-house (2), when you account for salaries, benefits, and missed sales from slower ramp-up. Moreover, outsourcing is highly scalable and flexible. Need more leads fast? You can often scale up your package or add more resources from the provider. Need to pause or reduce efforts? You can dial it down. You’re not stuck with fixed overhead. This scalability is ideal for small businesses whose needs might change quarter to quarter. As one example, Martal Group offers flexible tiered packages and can adjust the team size as your campaigns grow – something hard to do quickly with in-house staff.
• Allows Your Team to Focus on Core Business: Perhaps one of the biggest advantages: outsourcing frees your time and your in-house team’s time to focus on what you do best. While the external experts fill your pipeline, you and your sales reps can concentrate on closing deals and servicing customers, rather than grinding through cold call lists. In the words of one provider, outsourcing means your calendar fills with qualified meetings so “your team can focus on closing deals. This can dramatically boost productivity and morale – your salespeople spend time on high-value activities (demos, negotiations) instead of prospecting drudgery. And if you’re the business owner or a small team, you reclaim hours in the day to focus on strategy, product development, or customer success. It’s the classic “enable us to focus on our core” benefit that 65% of companies cite as the top perk of outsourcing (3).

With such an impressive list of pros, outsourcing might sound like a no-brainer. But it’s important to go in with eyes open. There are potential cons or challenges with outsourced lead gen too:

• Upfront Cost and Ongoing Commitment: Unlike paying a salary which is spread out, outsourcing often requires a contract or retainer that can be a few thousand dollars (or more) per month. For a small business, that sticker price can cause hesitation. In fact, 23% of small businesses said high cost is the biggest challenge with outsourcing (3). It’s crucial to calculate your Customer Acquisition Cost (CAC) and ensure the math makes sense – ideally, the value of the leads and deals generated outweighs the fee. There might also be a minimum contract period (e.g. 3 or 6 months) since lead gen isn’t a one-and-done effort. So, you need to be financially ready to invest for that period.
• Less Direct Control: When you hand over the keys to an external team, you inevitably relinquish some control over the process. You won’t be overseeing day-to-day prospecting activities or listening to every call. For some owners, that lack of direct oversight is uncomfortable. You have to trust the partner to represent your brand professionally. If you’re very particular about messaging or have a unique brand voice, you’ll need to work closely with the provider to ensure they get it right. Communication is key – without it, some companies feel “out of the loop” on what their outsourced team is doing.
• Integration and Alignment Challenges: An outsourced team still needs to integrate with your internal processes to be effective. That means syncing up with your CRM, aligning on what qualifies as a lead, establishing how leads will be handed off to your salespeople, and maintaining a feedback loop. This integration isn’t impossible (good agencies will guide it), but it does require effort on both sides early on. If done poorly, you could have situations where, say, the agency books meetings that your sales team isn’t prepared for, or data isn’t logged correctly in your systems. There’s also a learning curve for the provider to truly grasp your product and ideal customers. Expect to invest some time in onboarding them about your business – this collaboration is critical for success.
• Variable Quality (Choosing the Right Partner): Not all lead gen agencies are created equal. Some might over-promise and under-deliver, or focus on quantity over quality (delivering a long list of “leads” that aren’t properly qualified). There’s a risk in picking a partner that doesn’t meet your expectations. In one poll, 21% of small businesses said a top challenge with outsourcing was that outsourced teams were difficult to communicate with, and 14% cited missed deadlines or instructions (3). Those issues usually come down to choosing a provider that isn’t a great fit or doesn’t have a strong process. The solution is to vet agencies carefully (ask for references, case studies, etc.) and start with a pilot project if possible. We’ll discuss how to choose the right outsourcing partner later in this guide.
• Potential Brand Voice Mismatch: This is related to control, but worth noting. Outsiders might not capture your brand’s tone or technical expertise immediately. There can be a calibration period where messaging is tweaked. If your product is highly complex or niche, ensure the outsourced reps have the knowledge or training to speak credibly about it. Many top agencies will actually work with you to craft messaging that fits – for instance, Martal emphasizes tailoring outreach to each client’s value proposition so it feels like a natural extension of the client, not a generic pitch. Still, it’s a consideration – you may need to review templates or even join some initial calls to align on voice.
• Shared Attention: Remember that an agency’s team typically serves multiple clients (unless you’re on a dedicated model). This means you’re not their only priority. A reputable firm will allocate sufficient resources to you, but you won’t have folks sitting in your office 9-5 focused only on your company. For most, this is fine – in fact it’s how costs are kept reasonable – but if you want 100% devotion, you’d have to pay for a fully dedicated team (which some providers offer at higher rates).

Despite these considerations, the drawbacks of outsourcing can usually be mitigated with the right approach. Clear communication, setting defined goals and lead generation KPIs, and picking a partner with proven results in your industry go a long way. In truth, many small businesses find that the benefits far outweigh the downsides. When you see your calendar filling up with prospect meetings without exhausting yourself to make it happen, you appreciate the value.

Businesses that outsource lead generation report significant performance boosts. In a recent study, 71% of B2B companies noted improved performance after bringing in external lead gen support (2), and a vast majority found the impact positive overall. It’s not just about more leads – it’s about better conversion, faster sales cycles, and higher ROI.

To put it simply, outsourcing lead generation can be a fast-track to growth. But it’s not an all-or-nothing choice. Some companies use a hybrid approach (keeping some efforts in-house, outsourcing others). And the decision should always tie back to your specific situation and goals. In the next section, we’ll guide you through how to evaluate what’s right for you, and how to build an effective outbound sales strategy in either scenario.

Outbound Sales Strategy: Finding the Right Balance

Whether you keep lead gen in-house, outsource it, or do a mix of both, you need a solid outbound sales strategy to succeed in 2025. Outbound sales simply means proactively reaching out to potential customers (vs. inbound, where they come to you). Here we’ll discuss what a strong outbound strategy entails, and how it can be executed internally vs. by an outsourced team.

Key Components of a Modern Outbound Strategy:

1. Ideal Customer Profile (ICP) & Target List Building: First, you define who you’re targeting – the industries, company sizes, job titles, etc. that make up your ideal buyers. Then you build lists of specific prospects that fit those criteria. This stage benefits hugely from data. Outsourced providers often use advanced data mining and intent signals to compile laser-focused prospect lists (e.g. companies that recently raised funding, or that use a complementary technology). In-house teams can do this too, but might rely on manual research or basic list vendors. However it’s done, a clear ICP and clean list are the foundation. Remember, quality > quantity here; a refined list can outperform a massive generic one.
2. Personalized, Multi-Channel Outreach Cadences: Next, you design outreach cadences – a sequence of touches across different channels designed to engage the prospect. For example:
   Day 1: send a personalized email;
   Day 3: connect on LinkedIn with a friendly note;
   Day 5: give a phone call;
   Day 7: send an email follow-up referencing a recent industry insight, etc.
   
   The best lead generation strategies use a mix of email, phone (cold calling), LinkedIn/social media, and possibly direct mail or ads, to surround the prospect. They also personalize messages – referencing the prospect’s specific pain points or how your solution can help them. This is labor-intensive to do manually, but sales engagement tools and templates can assist. An outsourced team typically has well-crafted cadence templates and content ready to go, and they’ll tailor them to your business. An in-house team needs to develop this from scratch, but you can find plenty of best-practice cadences online as a starting point.
3. Timely Follow-Ups and Persistence: One of the golden rules of outbound: fortune is in the follow-up. Many leads require multiple touches before responding. Yet here’s a sobering fact – 41% of companies admit they struggle to follow up with leads quickly (2), and a lot of sales reps give up after one or two tries. Don’t let that be you. Your strategy should ensure every prospect gets adequate follow-up attempts (within reason). Speed matters too: if a prospect shows interest (e.g. clicks a link or replies), responding within minutes or hours, not days, can dramatically increase conversion. (Studies have shown 35–50% of sales go to the vendor that responds first to an inquiry (7).) An outsourced partner often excels here because they have processes to respond rapidly and keep following up. If you handle in-house, consider using CRM reminders or even automation for follow-ups so they aren’t forgotten.
4. Multiple Touchpoints and Persistence: As mentioned earlier, be prepared for ~8 touches on average to win a meeting (8). Top-performing sales orgs know this and design cadences with 6, 8, even 10+ touches over a few weeks. They don’t spam daily, but they remain politely persistent. Each touch provides value – maybe sharing a helpful article or a case study, not just “checking in”. Maintaining this persistence is challenging for a small in-house team juggling other tasks; it’s easy for them to drop off after the second voicemail. By contrast, an outsourced SDR keeps at it. They won’t be shy about that third or fourth call, because that’s what they’re paid to do. Keep this difference in mind if your internal efforts have historically not been persistent enough.
5. Scripted yet Flexible Messaging: You should have call scripts and email templates, but not sound like a robot. Outbound reps need to be able to handle objections, answer questions, and steer conversations toward setting an appointment or demo. This comes with training and experience. If you have an in-house team, invest time in role-playing common call scenarios and writing email copy that resonates. If you outsource, reputable agencies will typically develop the messaging with you. Many will have copywriters craft emails that you approve, and call scripts based on approaches that worked in similar campaigns. The advantage of an experienced outsourced team is they know what talk tracks and the value proposition that can get responses because they’ve tested many approaches.
6. Measurement and Optimization: Whichever route you go, establish SDR KPIs and track results religiously. Key outbound metrics include number of calls made, emails sent, the response rate, conversion rates (lead to opportunity), cost per lead, and ultimately ROI. An in-house team should report these weekly so you can iterate (for example, if you have a high email open rate but no replies, maybe the call-to-action or value prop needs tweaking). Outsourced partners usually provide detailed reports. Top agencies won’t just “set and forget” – they’ll analyze what’s working or not and adjust targeting or messaging accordingly (5). Make sure whoever is doing your lead gen has a mindset of continuous improvement. A/B test campaigns, use the best performing subject line, try different call opening lines, experiment with send times – these small tweaks can yield big gains over time.

Outbound Strategy: In-House vs Outsourced Execution

Now, how do these components differ in execution between in-house and outsourced?

• ICP & List Building: In-house, you might pull lists from LinkedIn Sales Navigator or buy a list and then spend hours cleaning it. Outsourced teams have researchers who do this at scale; you get a refined list handed to you. For example, Martal’s researchers build intent-based lead lists using technographic and intent data signals – a level of sophistication that might be hard to replicate internally without expensive tools.
• Outreach Cadences: Internally, designing an email cadence is on you. If you have no prior experience, there could be trial and error. An agency comes with battle-tested cadences tailored to what works best in your industry. They know, for instance, how to stagger emails and calls for a best-practice outbound sales strategy. They’ll also use an omnichannel approach by default (combining email + LinkedIn + calling effectively), whereas your team might favor one channel due to their comfort zone.
• Follow-up Discipline: As noted, an internal rep wearing many hats may not follow up as tenaciously or swiftly as needed – it’s human nature when juggling tasks. An outsourced SDR’s metrics and incentives are all about persistence (they succeed when they book meetings for you), so they are highly motivated to follow the plan diligently. If a prospect needs 5 follow-ups over 3 weeks, an agency will make sure it happens. In-house, you have to enforce that culture and process.
• Resource Depth: If a rep is sick or leaves the company, your in-house efforts pause. Outsourcing provides more redundancy – if one person is out, another can cover, and if someone quits, the firm replaces them without you having to hire. Also, agencies have teams – so if one approach underperforms, they might brainstorm as a group to improve results. A lone internal SDR doesn’t have peers to bounce ideas off (aside from maybe you or Google).
• Adaptability: One interesting aspect is outbound strategy refinement. Let’s say certain messaging isn’t landing well – maybe prospects keep voicing the same objection. An agile in-house team can quickly pivot if they recognize it. But often, internal teams might not notice patterns if they lack experience. Agencies, tracking data across clients, might spot broader trends (e.g., a particular email template has a below-average reply rate) and adjust faster. Additionally, agencies often stay on top of the latest tactics (like new LinkedIn algorithms or email deliverability best practices) and update the strategy proactively. Unless your in-house team dedicates time to continual learning, they might stick with outdated tactics.

In summary, a solid outbound sales strategy is multi-faceted and labor-intensive. Outsourcing can inject expertise and manpower into each facet, from building better target lists to executing multi-touch cadences, whereas in-house you’ll need to develop those capabilities largely from scratch. Many small businesses find a balance: for instance, your internal team might handle inbound leads and warm referrals (nurturing those), while an outsourced team focuses on pure cold outbound to drum up new prospects. Or you might keep strategic key account outreach in-house but outsource volume-based outreach for SMB leads. There’s no one-size-fits-all; the strategy can be tailored.

Next, we’ll distill some actionable takeaways to help you make your decision. Following that, if you do lean towards outsourcing (even partially), we’ll outline how Martal Group can assist as a potential partner – offering an omnichannel approach, flexible packages, and proven expertise in B2B sales outsourcing for small businesses.

Making the Choice: Key Takeaways

Choosing between in-house and outsourced lead generation comes down to your business’s needs, resources, and goals. Here are some key takeaways and tips to guide your decision:

• Assess Your Resources: Do you have the budget to hire and sustain a dedicated in-house team (including salaries, tools, and time for ramp-up)? If not, outsourcing might deliver faster ROI despite the upfront cost. On the other hand, if you already have capable sales staff with some free capacity, you might start in-house using existing resources.
• Evaluate Speed vs. Control: If speed to market and quick results are top priority (e.g., you need leads now to hit this year’s targets), an outsourced solution can get lead generation campaigns running in weeks with experienced talent. If having tight control over every customer touchpoint is more important and you’re willing to go slower, in-house could be viable.
• Consider Lead Volume and Quality Needs: Be realistic about how many leads you need and of what quality. If your sales goals require a high volume of new leads monthly, ask yourself if one or two internal reps can realistically deliver that. Outsourced teams can scale to higher volumes more easily. For highly specialized or high-value leads, you might use a hybrid approach: internal team nurtures a small list of “dream accounts” while outsourced covers the broader market.
• Hybrid Approaches Can Work: It’s not an all-or-nothing decision. You can outsource part of the process – for example, outsource top-of-funnel prospecting to generate initial interest, then handle the later stages of lead qualification in-house (or vice versa). Some businesses start with an outsourced partner to jump-start their pipeline and later transition parts in-house once playbooks are established (and even have the partner train their new hires).
• Measure Continuously: Whichever path you choose, set clear metrics (number of leads, cost per lead, conversion rate, etc.) and measure results. If in-house efforts aren’t hitting the mark after a certain time, be prepared to pivot or bring in outside help. If outsourcing, hold the partner accountable to agreed sales KPIs. The data will tell you if the strategy is working or needs adjustment.

Finally, remember that the ultimate goal is revenue growth. There’s no pride in doing it all internally if it’s not yielding results – and conversely, there’s no shame in seeking expert help to accelerate growth. The most successful small businesses are those that are nimble and pragmatic. They focus on what drives outcomes, whether it’s built in-house, outsourced, or a blend.

With that in mind, if you’re leaning towards getting some outside assistance with lead generation (or even just exploring the option), it’s worth considering professionals who have a track record in this field. One such option is Martal Group – a top-ranked B2B lead generation and sales outsourcing partner. In the next section, we’ll explain how Martal helps companies like yours generate leads and boost sales, and how their approach might align with your needs.

How Martal Group Can Boost Your Lead Generation

Martal Group is a leader in outsourced B2B lead generation, known for working with small-to-mid sized businesses to fill their pipelines with qualified leads. Below is a snapshot of the most common lead generation challenges small businesses face and how Martal’s tailored, multi-channel approach helps solve them efficiently and effectively.

Unlike some agencies that offer a one-size-fits-all service, Martal takes a tailored, omnichannel approach informed by years of experience. Here’s what Martal brings to the table:

• Omnichannel Outreach Services: Martal’s team executes outreach across all effective channels to maximize engagement. This includes cold calling, cold emailing, and LinkedIn outreach as core tactics, often combined for the best results. By reaching prospects via multiple touchpoints, Martal increases your chances of connecting – remember that statistic about buyers using multiple channels (2). Martal ensures your message gets in front of prospects wherever they are active.
• Appointment Setting: The end goal of lead gen is to get meetings with interested prospects. Martal’s B2B appointment setting service  is designed to generate high-quality sales meetings with your ideal clients. Meaning their reps don’t just deliver names, they actually contact prospects, gauge interest and schedule sales meetings with key B2B decision-makers on your behalf. Your calendar gets filled with confirmed appointments, ready for you or your sales team to take over and close the deal.
• Outbound Lead Generation Strategy: Martal acts as an outsourced SDR team crafting and executing your outbound strategy. They handle everything from target research, outreach strategies, and writing sequences to following up diligently. With Martal’s outbound lead generation service, you essentially skip the prospecting grind and go straight to talking to warm leads interested in your offering. Their approach is highly data-driven – for instance, using intent data and AI to pinpoint when a company might be looking for a solution like yours.
• Sales Outsourcing & Dedicated SDRs: Need more than just leads? Martal offers sales and marketing outsourcing where you get a dedicated team of experienced SDRs (and even account executives if needed) acting as an extension of your company. They represent your brand, handle the top-of-funnel sales process, and collaborate with you as seamlessly as an in-house team – but without the hiring headaches. Martal’s sales reps are all based in North America, Europe, or LATAM (no offshore outbound call centers), bringing regional expertise and language skills as needed.
• B2B Sales Training – Martal Academy: Martal doesn’t just generate leads; they can also train your in-house team to become better at B2B sales. Through the Martal Academy program, their sales experts provide hands-on training in outbound prospecting, omnichannel outreach, pipeline management and more. This is a huge value-add if you want to eventually strengthen your internal capabilities. Your team can learn Martal’s proven techniques – from crafting compelling messaging to using intent data – directly from the pros. Martal Group’s B2B sales training and Martal Academy ensure that even if you outsource now, your own people grow their skills for the long term.
• Flexible Tiered Packages: Martal understands that budgets and needs vary, especially for small businesses. They offer tiered packages so you can choose the level of service that fits your situation. For example, you might start with a smaller package focused on one channel (say, B2B email outreach to 1,000 contacts per month), and later upgrade to a comprehensive package that adds phone calls, LinkedIn, and a higher contact volume. This tiered approach means you’re not over-committing – you can start at a comfortable level and scale up as you see ROI. Martal’s pricing is transparent and correlates with the scope of outreach (number of contacts, channels used, etc.), so you have control over your investment. In short, you only pay for the level of lead generation you need. And because Martal’s services are scalable, you can ramp outbound campaigns up or down without the pain of hiring or firing internal staff.
• Proven Results and Credibility: With over 2,000 B2B brands served, Martal has a strong track record across industries (tech, healthcare, manufacturing, you name it). They’ve been recognized with industry awards and boast client satisfaction rates above 90%. Importantly, Martal focuses on delivering sales-qualified leads – not just raw contacts. Their success is measured in meetings booked and pipelines boosted. As we noted earlier, Martal’s clients have seen faster pipeline growth (up to 3x) and significant cost savings (up to 65%) compared to building in-house. Knowing you have a reputable partner gives peace of mind that your lead generation is in good hands.

Ready to supercharge your sales pipeline? Martal Group offers a free consultation to assess your lead generation needs and show how their omnichannel strategy would work for you. There’s no pressure to commit – you’ll simply get expert advice tailored to your business. In the consultation, Martal’s team will evaluate your target market, share case studies of similar clients, and outline what kind of results you could expect from their service. It’s a great way to envision the impact on your growth with no obligation.

If you decide to move forward, Martal essentially becomes an extension of your team. You’ll have regular check-ins, detailed reports, and a dedicated account manager. Many clients say they appreciate Martal’s transparent communication and collaboration. You’re kept in the loop every step of the way, and Martal adapts the campaign based on your feedback and evolving goals.

Don’t let your sales pipeline run dry or stagnate due to limited bandwidth. By partnering with Martal Group, you can focus on closing deals while we handle the heavy lifting of outbound lead generation. With our omnichannel outreach, experienced sales reps, and data-driven approach, we’ll deliver a consistent flow of qualified B2B leads right to your calendar. Book your free consultation today to see how Martal’s tailored lead generation packages can help your small business scale revenue faster. It’s time to turn those growth goals into reality – and we’re here to make it happen for you.

References

1. MarketingProfs
2. Movate
3. Exploding Topics 
4. Reply.io 
5. Task Virtual 
6. Close.com 
7. Spotio 
8. Rain Sales Training