B2B Telemarketing Companies – The 2026 Guide to Choosing the Right Partner

Introduction

With so many B2B telemarketing companies vying for your business, how do you know which one will truly deliver? Selecting a telemarketing agency is a high-stakes decision for B2B sales leaders. The right partner can flood your pipeline with qualified leads; the wrong one wastes time and budget. In this comprehensive guide, we’ll arm you with two things: 10 key questions to identify the best B2B telemarketing agency and an insider look at the top 7 B2B telemarketing lead generation companies in 2026.

B2B Telemarketing (yes, even in 2026) remains a powerful outbound strategy – 57% of C-level buyers still prefer to be contacted by phone (1), and 82% of buyers will agree to a meeting at least occasionally from a cold call (1). 

But success in B2B telemarketing today requires a strategic, modern approach. We’ll explore the telemarketing services these agencies offer, what questions to ask before you sign a contract, how they qualify and hand off leads, compliance must-haves, pricing models, and how telemarketing fits in an omnichannel sales strategy. By the end, you’ll know exactly how to choose the right B2B telemarketing agency for your business – and why companies like Martal Group are leading the pack with innovative approaches. Let’s dive in.

What Is B2B Telemarketing?

B2B telemarketing is the practice of using direct phone calls to connect with business decision-makers as part of a sales or lead generation process. Unlike B2C telemarketing (calling consumers), B2B telemarketing targets professionals at companies – think CEOs, CIOs, procurement managers, and other stakeholders who influence purchasing. The goal isn’t random “cold calling” in the old-school sense of scripts and smile-and-dial; modern B2B telemarketing is highly targeted outreach aimed at initiating conversations, setting appointments, and nurturing prospects for complex sales.

In 2026, B2B telemarketing has evolved far beyond dialing down a list. It often works hand-in-hand with email and social outreach as part of an omnichannel marketing strategy (more on that later). Telemarketing agencies now leverage data intelligence and AI to prioritize calling the right prospects at the right times. They may warm up leads via LinkedIn or email before a call, or follow up calls with tailored emails. The result? Telemarketing is more effective and conversational – not a one-off pitch but the start of a B2B relationship.

Crucially, B2B telemarketing is still effective when done right. Senior executives are busy, but many welcome a well-timed, relevant call that addresses a pain point. Research shows that nearly 69% of buyers have accepted cold calls from new providers in the past year and a large majority will engage if the call delivers value (1). Rather than a “hard sell,” successful telemarketing feels like professional outreach – it’s about using smart cold calling opening lines and dialogue, gathering insights, and ultimately booking that next step (such as a demo or discovery call).

If you’re unfamiliar with B2B telemarketing fundamentals, be sure to check out our in-depth B2B Outbound Telemarketing Guide (pillar page) for strategy best practices. But if you’re considering telemarketing outsourcing or evaluating agencies, read on. First, let’s look at what services telemarketing companies typically provide for B2B clients.

Services Offered by Telemarketing Agencies

Telemarketing agencies in the B2B space offer a range of services to help companies generate and convert leads. It’s more than just dialing numbers – a good telemarketing partner functions as an extension of your sales development team. Key services include:

• Outbound Lead Generation & Cold Calling: The core service is outbound calling to prospect for new leads. Agencies will research and call targeted lists of companies/contacts to identify decision-makers, pitch your value proposition, and gauge interest. The aim is to create new sales opportunities from scratch via proactive outreach (often called cold calling, though warm-up tactics are used).
  
• Appointment Setting: Most B2B telemarketing companies specialize in setting qualified appointments for your sales reps. They handle the heavy lifting of reaching prospects and scheduling meetings or demos with those who meet your criteria. This ensures your account executives or closers spend time only with sales-qualified leads ready to talk. Appointment setting is typically the primary KPI for telemarketing campaigns.
  
• Lead Qualification & Nurturing: Beyond just booking meetings, agencies also qualify leads through conversations. They’ll use your criteria (e.g. BANT: Budget, Authority, Need, Timeline) to vet if a prospect is a good fit. Those that aren’t ready to meet immediately might be nurtured – the telemarketing team can conduct follow-up calls, provide additional information, and keep the relationship warm until the lead becomes hot. This lead nurturing via phone ensures no opportunity slips through the cracks.
  
• Inbound Call Handling: Some telemarketing agencies offer inbound services as well – for example, handling calls from your marketing campaigns or hotline. If you run webinars, events or content downloads that prompt prospects to call, an agency can field those inbound inquiries, answer questions, and convert them into leads or appointments. They may also run customer follow-up calls or re-engagement calls to dormant accounts.
  
• Sales Outsourcing / SDR Teams: A number of top telemarketing providers (including Martal Group) act as outsourced SDR teams, not only making calls but managing the entire top-of-funnel process. This can include services like building target account lists, researching contacts, writing cold call scripts and email follow-ups, and even training dedicated SDRs for your account. In essence, you get a fractional SDR team on-demand. Some agencies also provide outsourced full-cycle sales or closing support, but the common model is focusing on lead gen and then handing off to your closers.
  
• Multichannel Outreach Campaigns: Today’s telemarketing firms often complement phone calls with email and social outreach. For example, an agency might run a coordinated sequence where they send a targeted cold email, then follow up with a phone call, then a LinkedIn message. This omnichannel approach boosts contact rates and engagement. (One study found combining phone, email, and LinkedIn can increase response rates by 287% compared to single-channel efforts (3).) Many telemarketing companies brand themselves as “B2B lead generation agencies” to reflect this broader scope beyond just calling.
  
• Consulting and Training: Some agencies also offer consulting on your sales development process or even training your in-house team. They’ve honed outreach techniques across industries, so they can advise on messaging, provide script frameworks, share best times to call, etc. A few run B2B sales training workshops or provide technology like predictive cold call dialers and CRM integrations as part of their service package (for example, Martal’s proprietary AI sales engagement platform comes included for clients).
  

In short, a B2B telemarketing agency can handle as much or as little of the top-of-funnel work as you need – from simply making calls on a contact list you provide, all the way to building your outbound strategy and managing the SDR function end-to-end. Next, let’s examine who the major players are in this space. The following section highlights eight of the leading B2B telemarketing and lead generation companies in 2026 and what each is known for.

Top 8 B2B Telemarketing Lead Generation Companies in 2026

When evaluating telemarketing partners, it helps to know the standout agencies setting the bar in 2026. Below is a curated list of eight top B2B telemarketing and lead gen companies. These firms have strong reputations for delivering B2B leads and appointments. We’ve noted their specialties and strengths briefly as a starting point for your research. 

1. Martal – Comprehensive Sales-as-a-Service & AI-Enhanced Prospecting

Overview:
Martal is a B2B telemarketing company that combines AI-driven prospecting with human-led sales expertise. It provides full-service solutions including lead generation, cold calling, LinkedIn outreach, and appointment setting. Martal’s approach integrates data intelligence with personalized outreach, helping tech companies build and maintain a consistent sales pipeline.

Key Features:

• AI SDR Platform: Predictive insights identify high-quality leads and optimize outreach sequences.
  
• Outbound Prospecting: Tailored cold calls, emails, and LinkedIn campaigns.
  
• B2B Appointment Setting Services: Dedicated teams handle full-cycle meeting scheduling with qualified prospects.
  
• B2B Sales Training: Programs to improve in-house sales skills and performance.
  
• Flexible Outsourcing: Offers dedicated SDRs or fully managed sales teams for SMBs and mid-market businesses.
  
• Performance Tracking: Detailed analytics and reporting for continuous improvement.
  

Ideal For:
Tech-focused companies looking for a B2B telemarketing agency that blends AI-driven targeting with human-led execution across multiple channels.

2. Belkins – Outbound Lead Generation & Appointment Setting

Overview:
Belkins is a B2B telemarketing agency offering lead generation and appointment setting services. They focus on personalized cold email and calling campaigns, tailoring outreach to client goals.

Key Features:

• Personalized prospecting strategies for SMBs and mid-market businesses.
  
• Cold calling and email campaigns to secure qualified meetings.
  
• Continuous optimization of messaging and campaign steps.
  

Ideal For:
Organizations seeking telemarketing lead generation companies focused on appointment setting. Campaigns may rely more on manual processes than automated analytics.

3. CIENCE – Data-Driven Prospecting & Sales Intelligence

Overview:
CIENCE is a B2B telemarketing company that combines human expertise with proprietary sales intelligence to identify prospects and manage multi-touch outreach campaigns.

Key Features:

• Verified contact lists from multiple data sources.
  
• Multi-channel outreach including calls, emails, and social media.
  
• Data-driven prospect prioritization using intent signals.
  

Ideal For:
Businesses looking for structured, data-focused telemarketing lead generation companies. May require additional personalization and AI-enhanced targeting.

4. Cleverly – LinkedIn Outreach Specialists

Overview:
Cleverly is a B2B telemarketing agency specializing in LinkedIn lead generation. They handle message crafting, follow-ups, and appointment scheduling through social selling channels.

Key Features:

• Personalized LinkedIn outreach campaigns.
  
• End-to-end management from connection to booked meetings.
  
• Supports startups and SMBs lacking LinkedIn prospecting resources.
  

Ideal For:
Companies targeting buyers active on LinkedIn. Less suited for multi-channel telemarketing campaigns that include calls and emails.

5. WebFX – Full-Service Marketing with Lead Gen Programs

Overview:
WebFX is a B2B telemarketing company and digital marketing agency offering inbound and outbound lead generation programs, including telemarketing support.

Key Features:

• Combines telemarketing, email campaigns, and content marketing.
  
• Broad experience across healthcare, finance, manufacturing, and other industries.
  
• Integration of inbound and outbound marketing tactics.
  

Ideal For:
Businesses looking for a full-service telemarketing lead generation company. May not provide dedicated AI-powered sales insights or SDR teams.

6. Operatix – Outsourced SDRs for Tech Companies

Overview:
Operatix is a B2B telemarketing agency providing outsourced SDRs for tech-focused companies. They specialize in complex sales cycles and high-value B2B interactions.

Key Features:

• Trained SDR teams for SaaS, cybersecurity, fintech, and HR tech.
  
• Telemarketing, email outreach, and sales playbook development.
  
• Strategic guidance for niche technology markets.
  

Ideal For:
Tech companies needing specialized B2B telemarketing support. Limited AI-enhanced lead scoring or multi-channel automation may require manual oversight.

7. Callbox – Multi-Channel Lead Gen & ABM at Scale

Overview:
Callbox is a telemarketing lead generation company using multi-channel outreach (calls, emails, SMS, social) often in an ABM framework. They emphasize scale and automation.

Key Features:

• AI-assisted list building and campaign tracking.
  
• Large-scale outreach programs across multiple industries.
  
• Focused on IT, software, and technology sectors.
  

Ideal For:
Organizations seeking a B2B telemarketing company capable of running high-volume campaigns. Outreach may be less personalized compared to AI-human hybrid models.

8. Leadium – Human-Centric Lead Generation Solutions

Overview:
Leadium is a B2B telemarketing agency combining human sales talent with structured lead generation processes. Services include outbound calls, emails, and appointment setting.

Key Features:

• Embedded workflow integration with client CRMs.
  
• Strategic approach emphasizing lead quality and intent.
  
• Support for sales operations and process optimization.
  

Ideal For:
Growth-stage companies seeking telemarketing lead generation companies focused on strategy and lead quality. AI-driven automation and multi-channel sequencing may be limited.

Choosing the Right B2B Telemarketing Agency: What to Consider

Selecting a telemarketing agency is a strategic decision – it’s about finding a partner who will represent your brand and consistently deliver results. Here are the key considerations and questions to guide your decision:

• Industry Expertise and Track Record: Does the agency understand your industry and target market? Look for a partner who has experience in your field or with similar customer profiles. Ask for case studies or client examples in your vertical – a firm that has successfully generated leads for enterprise software, for instance, will grasp the nuances if you sell SaaS. Also, check their reputation: Do they have testimonials or Clutch/G2 reviews that speak to quality results? A sales agency with a proven track record in B2B lead gen (and ideally some awards or recognition) will give you confidence that they can execute. Don’t hesitate to request references from current or past clients.
  
• Services and Multichannel Capabilities: What exactly will the agency do for you, and on which channels? Ensure their service mix aligns with your goals. If you only need cold calling into a list, a boutique telemarketing firm may suffice. But if you want an omnichannel cadence (calls + emails + LinkedIn) or help with contact list building, choose an agency that offers those capabilities. The best B2B telemarketing companies now operate as multichannel outbound agencies, so verify they can incorporate email sequences, LinkedIn outreach, nurturing touches, etc. This not only increases reach, but also ensures messaging consistency across channels.
  
• Quality of Team (Agents/SDRs): Who will be making the calls and how are they trained? The caliber of the calling team is critical – these people are essentially the “voice” of your company to prospects. In your evaluation, ask about the agency’s hiring and training practices. Do their callers/SDRs have experience in professional B2B conversations? How do they train reps on your product and messaging? You might inquire if you can speak to the team or listen to sample call recordings. Some agencies tout having senior, native-language agents or subject matter specialists for certain industries. Ensure you feel comfortable with the team’s professionalism and expertise – especially if your sales require technical or consultative knowledge. (After all, experience is vital in B2B telemarketing – you don’t want your calls handled by completely green agents (6).)
  
• Process and Collaboration: Will the agency’s workflow integrate smoothly with your sales process? Look for a partner that acts as an extension of your team. They should work with you upfront to define the target criteria, ideal customer profile, call scripts/talking points, and qualification questions. Also consider how they hand off leads: Do they simply send you names, or do they schedule meetings on your calendar in real-time? Ideally, the agency should adapt to your tools (many will log activities in your CRM or at least provide data you can import). Clear communication channels are key – ask if you’ll have a dedicated account manager and regular update meetings. Essentially, gauge how collaborative and flexible the agency is willing to be. A red flag is any provider with a totally “black box” process that doesn’t welcome your input on messaging or targeting.
  
• Transparency in Reporting: How will you know if the telemarketing campaign is working? Reliable agencies offer detailed reporting on outreach activities and results. Avoid any company that cannot provide regular, granular reports (6) – you should expect insight into number of calls made, contacts reached, conversations had, appointments set, conversion rates, etc., typically on a weekly or monthly dashboard. Many agencies have online reporting portals or will send spreadsheets with notes from each call. The level of transparency reflects their accountability. Before hiring, ask: How often will we receive performance reports? What cold calling metrics do you track? If possible, have them show a sample report. This will also reveal whether they focus on vanity metrics (e.g. calls made) or meaningful outcomes (e.g. SQLs generated).
  
• Compliance and Reputation: Cold calling businesses might not face the same strict regulations as consumer telemarketing, but compliance still matters. Does the agency adhere to telemarketing laws and best practices? They should scrub against do-not-call lists where applicable and follow time-of-day calling rules. If you’re targeting international markets, they need to know local regulations (for example, GDPR considerations for calling into Europe). An important question is how they handle prospect data and consent. Also, ensure they won’t damage your brand’s reputation with aggressive or spammy tactics. A professional telemarketing partner will emphasize respecting prospects’ preferences and brand-safe outreach. (Remember, hefty fines – up to $50,000 per call – can hit companies that violate telemarketing rules (2). Your provider must have compliance baked into their process.)
  
• Cost Structure and Value: Finally, consider pricing models and what delivers the best value for your budget – we’ll dive deeper into pricing in a section below, but at a high level, ensure you understand how you’ll be charged (per hour, per lead, monthly retainer, etc.) and what’s included. The cheapest option isn’t always the best; focus on the expected ROI. One company might charge more but deliver highly qualified leads that turn into big deals, yielding better ROI. Ask if they offer any performance-based components or guarantees (some rare agencies will offer a minimal guarantee of X meetings or work on a partial commission basis). Also clarify if there are setup fees or additional charges for things like data or cold calling software. Transparency in pricing is as important as transparency in reporting – you want no surprises.
  

In summary, choose a telemarketing agency that has experience in your space, a multi-channel and quality-focused approach, a collaborative working style, robust reporting, and a pricing model that aligns with your goals. In the next sections, we’ll expand on a few of these critical areas – such as how agencies qualify leads and hand them off, what to expect in terms of compliance and metrics, and how pricing/ROI typically works out. Keep these considerations in mind as a checklist as we go deeper.

Lead Qualification and Handoff Processes

One of the most important roles of a B2B telemarketing company is to qualify leads properly and hand them off smoothly to your sales team. It’s not just about booking any meeting – it’s about delivering prospects who meet your criteria and are primed for a productive sales conversation. Here’s what to consider and ask regarding lead qualification and handoff:

“How do you source and qualify leads?” This question is crucial(7). A reputable agency should explain their data sourcing methods (e.g. leveraging LinkedIn, list databases, industry events, etc.) and how they verify that data. For instance, do they regularly update and cleanse the contact info? (In the U.S., around 100,000 phone numbers are reassigned daily (7), so outdated lists can be a real issue.) They should also outline their qualification criteria: what cold call questions will their callers ask to ensure a lead is a good fit? Common B2B qualifiers include confirming the prospect’s role/decision-making authority, understanding their need or pain point, checking for budget or timeline, and gauging interest level. Make sure the agency aligns with how you define a qualified lead. You might provide them a checklist (e.g. “company size 500+, using X technology, interested in Y solution”) – and they should only pass leads that check those boxes.

A quality-focused telemarketing partner will not rush to schedule every call as a meeting. Instead, they’ll ensure the prospect meets the agreed criteria and has shown some engagement (e.g. answered key questions or agreed there’s a need). This saves your sales team from wasting time on unqualified appointments that go nowhere. During initial discussions, ask the agency for examples of the probing questions they use or a sample call script segment around qualification.

Persistence in outreach: Effective qualification often requires multiple attempts to connect with busy executives. Ask how many call attempts they typically make and how they handle follow-ups. Studies show it takes an average of 8 call attempts to reach a prospect (4), yet many reps give up after 2-3 tries. A good agency will be persistent (without being a nuisance). They might call at different times of day or leave voicemails and send emails in between. The key is they don’t abandon leads prematurely – because some leads only engage after several touches. In fact, data indicates 82% of buyers will ultimately schedule a meeting after 2–4 follow-up calls (7), so sticking with a prospect can really pay off. Make sure your partner has a plan for this (e.g. “We attempt at least X calls over Y days before pausing or moving to nurture”).

Lead nurturing vs. immediate handoff: Not every prospect will be ready to meet right away. Ask the agency how they handle leads that express interest but want to talk “later” or have a longer timeline. Do they set reminders to call back in a few months? Will they continue to nurture via email? Ideally, the telemarketing team maintains a light touch on such leads so they can convert them down the road. You don’t want those warm-but-not-hot prospects to be dropped completely. Some agencies will include basic nurture cadences or at least return those leads to you with notes to follow up later.

Handoff process: Once a lead is deemed qualified, how is it handed to your sales team? The gold standard is the agency schedules a meeting directly on your rep’s calendar (with the prospect’s agreement). This ensures a seamless transition – your sales rep shows up to a confirmed call or demo that the telemarketer set. Many firms use calendar tools or have access to your Outlook/Google calendar for this purpose. Confirm if they do calendar invites and how they invite the prospect (it should be from your company name/email ideally).

Also clarify how they transfer context. You’ll want details from the qualifying call: what was discussed, the prospect’s needs, any objections or questions raised, etc. Good agencies provide a call summary or fill in a CRM form with notes for your rep. For example, you might get a lead record noting “Spoke with John, their contract with current vendor ends in Q3, pain point is data integration, agreed to see our solution, mentioned budget approval needed from CFO,” and so on. This context is invaluable for your salespeople to pick up the conversation without missing a beat.

Some agencies can integrate directly into your CRM – meaning once a call is qualified, they create/update the lead or opportunity in Salesforce, HubSpot, etc., with all the info and the meeting scheduled. If CRM integration is important to you, ask if they’ve worked with your system before. At minimum, expect them to share lead info via a secure spreadsheet or portal in real time.

Quality control: To ensure the leads handed off truly meet your standards, establish a feedback loop. Let the agency know you will provide feedback on lead quality regularly. For instance, after the first batch of meetings, you might review which were hits or misses and refine the criteria or approach. A professional telemarketing company welcomes this – they want to calibrate to what you consider a good lead. Some even have a policy where if a set percentage of appointments are deemed “not qualified” by you, they’ll replace them or not count them towards your quota. Discuss how such cases are handled. This aligns both parties on quality over quantity.

In summary, when vetting an agency’s lead qualification and handoff process, look for thoroughness and alignment. They should demonstrate a strategy for identifying the right prospects, persistence in reaching them, rigor in qualifying them, and a smooth mechanism to pass them to your sales team with all relevant context. That way, your reps can take the baton and (hopefully) close deals efficiently. Next, we’ll consider how agencies approach compliance, reporting, and metrics – because making a bunch of calls is one thing, but you need to know the numbers and be sure everything’s above-board.

Compliance, Reporting, and Metrics for Lead Generation

Any B2B telemarketing effort must navigate compliance requirements and should be managed by the numbers. As a savvy marketing leader, you’ll want to ensure your chosen agency is 100% compliant with cold calling laws/regulations and that they measure what matters. Here’s what to examine:

Telemarketing compliance: While business-to-business calls have fewer restrictions than consumer calls, there are still regulations to heed. In the U.S., for instance, the Telephone Consumer Protection Act (TCPA) and Do Not Call (DNC) rules primarily target consumer telemarketing, but some provisions can apply to B2B (especially if calling someone’s personal cell for business purposes). A top agency will have internal compliance policies: scrubbing against the National DNC registry where needed, honoring any “do not call” requests immediately, and following time-of-day restrictions (e.g. no calls before 8am or after 9pm in the prospect’s local time). Ask the agency: “How do you ensure compliance with telemarketing laws?” They should confidently outline steps like checking numbers against DNC, obtaining proper consents if required, and training their reps on what they can/can’t say (for example, truthful representation, no misleading claims – which is part of the FTC’s Telemarketing Sales Rule).

For international campaigns, GDPR and other privacy laws come into play. GDPR doesn’t ban cold calls per se, but it does require a lawful basis (often “legitimate interest”) and respect for opt-outs. If you plan outreach in Europe or Canada or other regions, confirm the agency is familiar with those rules. Non-compliance isn’t an option – aside from legal penalties, it can seriously damage your brand reputation. (Regulators are aggressive: the FTC can fine up to $50,120 per illegal call (2), and even if B2B calls are exempt from certain lists, you don’t want to be on the wrong side of a spam complaint.) So only partner with agencies that treat compliance as sacrosanct. You might even request evidence of their compliance process or any certifications (some are members of professional telemarketing associations, etc.).

Metrics and KPIs: Telemarketing is a numbers game in many ways. You and your agency should define the key performance indicators to track. Common telemarketing metrics include: number of calls made, contact rate (% of calls that reach a human), conversation rate (% of contacts that turn into a meaningful conversation), appointment/lead rate (% of conversations that convert to a qualified lead or meeting), and ultimately conversion rate from lead to opportunity or sale. The agency should also track touches per lead (how many calls/voicemails it took to reach John Doe) and pipeline metrics like pipeline value generated (if they influence deals).

At minimum, insist on seeing the basic funnel: for example, out of 100 calls, how many did they connect? Out of those, how many were qualified conversations? How many appointments set? This helps you calculate if the campaign is hitting expectations. To illustrate, industry benchmarks might show an average cold call success rate of ~2.3% (calls-to-deals)(4). Top performers, however, can achieve significantly higher appointment rates. In fact, some B2B telemarketing campaigns can boost the conversion on calls to around 10% success in setting meetings (7) by using targeted cold calling lists and skilled reps. Knowing these benchmarks allows you to judge if your results are good.

Reporting frequency: Expect to receive reports at least monthly, and ideally weekly during a campaign ramp-up. The best agencies will even give you access to a real-time dashboard. As mentioned in the previous section, transparency is non-negotiable. You might ask: “Will we have a shared dashboard or regular report on calls and outcomes?” A quality partner might respond with something like, “Yes, we provide a weekly summary and a live Google Sheet where you can see every call outcome logged.” Avoid partners that only give end-of-month summaries without detail; you want the ability to spot issues or opportunities quickly.

Qualitative reporting: Beyond the numbers, good telemarketing reports include qualitative insights. For example, common objections or feedback from prospects (“Many prospects said they just implemented a solution – this is market intel for you”). Or they might report trends like a particular industry segment is responding better than others. This information is gold for you as a marketing strategist. It helps refine messaging and targeting, and it’s something an in-house SDR team would feed back as well. Ensure your agency is set up to capture and share such insights – often through call notes or periodic review calls.

Quality assurance and call recordings: To monitor compliance and quality, many agencies record calls (with proper consent notices as required). Ask if you can listen to some call recordings or join live calls silently for quality assurance. In some regions call recording requires permission from the called party, which can be sensitive; but at least internally, the agency should be reviewing rep calls to coach them. If an agency flat-out refuses to let you hear any calls, that’s a bit concerning. By contrast, an agency confident in their team will often share a couple of representative recordings or even encourage you to sit in on a calling session. This also helps build trust – you can hear how well they represent your brand.

Continuous improvement: Metrics are not just for reporting upward; they’re for improving the campaign. A data-driven telemarketing agency will continuously analyze metrics to optimize performance. For instance, if the contact rate is low, they might experiment with different call times. If the conversion from conversation to appointment is below benchmark, they might tweak the pitch or qualification criteria. In your discussions, ask how they handle mid-campaign adjustments. Do they A/B test different call scripts? Will they alert you if they see an issue (e.g. “We’ve made 300 calls into X industry with very few connects, maybe the contact data is outdated or target needs adjusting”)? The right partner uses metrics to drive decisions, not just to fill out a report.

Key metrics to watch: To summarize, keep an eye on: Dial volume, Contact rate, Appointment rate, No-show rate (do the booked meetings actually happen – if not, why?), and Lead acceptance rate by sales. The last one is important – after your sales team meets the leads, do they accept them as genuine opportunities? If your reps consistently say the leads weren’t qualified, that metric needs addressing with the agency. Conversely, a high acceptance and progression rate means the leads were solid. You should communicate these outcomes back to the agency so they see the full picture (e.g. “5 of the 10 meetings turned into proposals, great job” or “Only 1 of 10 was a true opportunity, let’s refine the targeting”).

By ensuring rigorous compliance and tracking meaningful metrics, you and your telemarketing partner create an environment of accountability and success. In the next section, we’ll delve into the dollars and cents: what do telemarketing services cost, and what ROI should you expect from outsourcing this function?

Pricing Models and ROI Expectations

Engaging a B2B telemarketing company is an investment – and like any investment, you need to weigh the costs against the potential return. Pricing models in this industry can vary, so it’s important to understand how you’ll be billed and how to project ROI. Let’s break it down:

Common pricing models:

1. Hourly or Retainer-Based: Many telemarketing agencies charge a flat hourly rate per caller or a monthly retainer for a dedicated team. For example, you might pay for one full-time SDR at $X per hour, multiplied by hours in the month. This model aligns with effort – you’re essentially renting their team’s time. Hourly rates can range widely (rough ballpark: $25–$50/hour per rep for basic calling, higher for very experienced teams or niche cold calling skills). A retainer might look like “2 SDRs + a manager for your campaign, at $10,000 per month,” which covers their time and management. The upside of hourly/retainer models is you get consistent effort and typically richer service (they are not rushing to just hit a lead quota; they will do the work needed). The downside is you carry more of the risk – if results are slow initially, you’re still paying for the hours.
   
2. Pay-Per-Lead or Pay-Per-Appointment: Some agencies offer a performance-based model where you pay a set fee for each qualified lead or appointment delivered. For instance, $500 per qualified appointment. This model might sound attractive (you pay only for results), but beware of potential pitfalls. Agencies on per-lead plans might be incentivized to maximize quantity over quality – there’s a risk they push through borderline leads just to count them (6). Also, definitions matter: you must tightly define what counts as a “qualified” lead to avoid disagreements. That said, if defined well, this model shifts risk to the vendor. It can work if you have a simple qualification criterion and are okay with potentially fluctuating month-to-month lead counts. Note that per-appointment pricing is usually higher for more complex target audiences (e.g., an appointment with a Fortune 500 CIO might cost much more than one with an SMB manager).
   
3. Hybrid or Commission Models: In some cases, agencies use a lower base fee plus a bonus per appointment or even a commission per sale. For example, a smaller retainer plus $100 per meeting set, or a certain percentage of deal value for any sale that closes from their leads. This is less common in pure telemarketing deals but some boutique firms and independent contractors might go for a commission tie-in. It can align incentives well (they win more if you win more). However, tracking and attributing sales can be complicated, and many larger agencies avoid tying fees to closed deals (too many variables outside their control). Still, it’s worth asking if there’s any performance incentive structure.
   

What’s included in the cost: Ensure you know what the fee covers. Does it include the data (contact lists) or are you expected to provide those? Are email touches or LinkedIn touches included, or do they cost extra? Is there a one-time setup fee for onboarding, building scripts, and training? (Setup fees are common, which cover the initial campaign preparation. They can range from a few hundred to a few thousand dollars depending on complexity.) Transparency on “additional fees” is key – ask explicitly: “Aside from the core service fee, are there any other charges we should anticipate?” A trustworthy firm will lay it out: perhaps list purchase fees, CRM software licensing (if they use a special platform), etc. Many will bundle everything in the retainer though. As one industry guide noted, be cautious if a company nickel-and-dimes on extra fees – you want the bulk of costs focused on productive calling time (6).

ROI expectations: Now the big question – what return can you expect on this spend? To calculate ROI, consider the value of a qualified lead or a new customer for your business. For example, if your average deal is $50,000 and your close rate on qualified appointments is 20%, then each appointment is “worth” $10,000 in expected revenue (20% of $50k). If an agency charges $500 per appointment, that could be a fantastic ROI – $500 to eventually get $10k revenue, 20x return, minus your internal sales cost. Of course, this is a simplified view, but it’s a useful way to benchmark.

Another approach: look at cost per lead vs. cost of doing it in-house. When you outsource, you avoid salaries, benefits, hiring time, etc. In fact, outsourcing can be significantly cost-saving – studies have found an outsourced lead generation team can operate at up to 65% lower cost than building an in-house team (5). Not to mention speed – you might get a campaign running in weeks rather than months of hiring/training. One white paper noted that outsourcing not only yields better leads but does so at a much lower cost. From an ROI perspective, these efficiencies are part of the return (you’re not paying for downtime, vacations, management overhead, etc., which are baked into in-house costs).

When evaluating ROI, also factor in opportunity cost: by outsourcing telemarketing, your expensive account executives or in-house team can focus on closing, not cold calling. That improved focus can lead to more deals closed – an indirect ROI benefit.

Setting targets and monitoring ROI: It’s wise to set some expected targets with the agency, like cost per qualified lead or cost per acquisition. For example, you might target that for $10k/month spend, you expect 20 qualified leads ($500 CPL) or 5 opportunities that will likely yield 1-2 sales (so maybe $10k cost to acquire a $50k customer, which is a 5:1 LTV:CAC – healthy in many industries). Communicate these goals and let the agency weigh in if they’re realistic. They might say, “Given your industry, a $500 cost per lead is achievable by month 2,” or conversely, “Enterprise leads usually cost ~$1000 each, here’s why.” This conversation ensures both sides have ROI in sight.

Beware unrealistically cheap offers: If you encounter a telemarketing service that seems too cheap, be cautious. Super low pricing could mean they are offshoring calls without transparency or using inexperienced callers, which can hurt your brand. Or it could mean they’ll scramble to set any meetings (even poor quality) to justify the cost. As the saying goes, you often get what you pay for. Focus on value, not just price. It’s better to pay a bit more for a partner who consistently delivers high-quality leads that convert, than to save a few bucks and end up with a calendar full of dud meetings.

Ask about ROI examples: A good question for the agency is, “What ROI have past clients seen?” While they may not divulge specifics, they could share, for instance, “Client X invested $5k/month and within 6 months closed $200k in deals from our leads,” or “Our average client sees 3-5x ROI within the first year.” If they have a case study, even better. This gives a benchmark of what’s possible. Remember, your mileage may vary, but hearing success stories is a positive sign.

In conclusion, approach the pricing discussion with a clear understanding of how you’ll be charged and what outcomes you expect. Insist on a model that aligns incentives (if you win, they win), and do the math on your potential ROI considering deal sizes and close rates. When done right, outsourcing B2B telemarketing can be a high-ROI investment – freeing your team to close deals and filling your pipeline in a cost-efficient manner. Speaking of efficiency, let’s explore how telemarketing can be amplified by combining it with other channels in your marketing mix.

Combining Telemarketing with Other Marketing Channels

In today’s landscape, no single channel operates in a vacuum – and telemarketing is no exception. The best B2B lead generation strategies blend telemarketing with other outreach channels to maximize impact. As you choose a telemarketing partner and plan campaigns, consider how phone calls will integrate with email, social media (LinkedIn), and even content marketing. An agency that can execute or coordinate multi-channel campaigns will give you a significant edge.

The power of omnichannel: Why go multi-channel? Because prospects have different preferences – some respond to calls, others to emails or LinkedIn messages – and usually it takes several touches across channels to break through. Research shows that using a combination of phone, email, and LinkedIn can dramatically boost engagement. In fact, as noted earlier, outreach using phone+email+LinkedIn together can increase response rates by 287% compared to a single channel (3). It’s nearly triple the results because you’re “covering all bases.” A busy exec might ignore an email but answer a phone call, or vice versa. By orchestrating touches, you create familiarity (e.g. they saw your email, then your caller references that email – it rings a bell).

Example multi-touch sequence: A modern telemarketing agency might run a sequence like this: Day 1 send a brief introduction email, Day 3 call the prospect (referencing that email “I emailed you earlier this week about… wanted to follow up by phone”), Day 5 connect on LinkedIn and send a friendly note, Day 7 call again, etc. Over a couple weeks, the prospect has seen your company in their inbox, heard your voicemail or spoken to you, and seen a LinkedIn request – multiple impressions that build trust and recognition. By the time a conversation happens, it feels warmer, not totally out of the blue.

Content and telemarketing synergy: Telemarketing can also piggyback on your content marketing efforts. For example, say your marketing team hosts a webinar or publishes an eBook – a telemarketing agency can call the registrants/downloaders to engage them further (“I saw you attended our cybersecurity trends webinar, would love to hear what you thought and see if we can help with any of the challenges mentioned”). This is a highly effective one-two punch: content generates interest, and a call converts it to a sales meeting. When interviewing agencies, mention your other marketing programs and ask if they have experience following up on marketing-generated leads in addition to pure cold calling.

Another synergy: events and trade shows. A common practice is to have telemarketing teams invite prospects to events (pre-show outreach) and/or follow up with booth visitors or webinar attendees (post-show follow-up). Using the phone to supplement these channels ensures those marketing investments yield pipeline. The agency you choose should be able to adapt their approach to both cold outreach and warm lead follow-up outreach.

LinkedIn and calling: LinkedIn Sales Navigator and similar tools are often part of the telemarketing toolkit now. Your telemarketing reps can view prospect profiles to personalize calls (“I noticed on LinkedIn that your company is expanding to APAC – we actually work with many APAC teams…”). They might also engage via LinkedIn InMails or connection requests. If LinkedIn outreach is important to you, consider agencies like Martal that tout an omnichannel strategy including LinkedIn outreach. Martal’s teams, for instance, will frequently use LinkedIn to identify and reach prospects in parallel with calling and emailing, providing multiple touchpoints. We find that using LinkedIn can open doors that cold calls alone might not – sometimes a prospect will respond on LinkedIn to schedule a call, even if they ignored phone calls.

Email and calling: Email is telemarketing’s close ally. It can be used to warm a prospect before a call (“I’ll be giving you a quick call later this week about XYZ”) or to follow up after a voicemail (“Sorry I missed you, just left a voicemail and wanted to follow up with details via email…”). Ensure your telemarketing partner is adept at writing concise, effective cold emails as part of their service. Many leading agencies have deliverability specialists to make sure those emails actually land in inboxes (setting up proper domains, warming up email accounts, etc.), since an email that goes to spam won’t support your calls. Martal Group, for example, has an in-house team and platform to manage cold email outreach alongside calls, which makes the calling more productive (prospects recognize the name from an email and are more likely to pick up).

Coordination with digital marketing: If you’re running digital ads or ABM campaigns targeting the same accounts, telemarketing should coordinate timing and messaging. Some agencies offer integrated ABM services where they know if a target account clicked an ad or visited your site, and then time a call when interest is higher. Even if not that sophisticated, you can share account target lists between your marketing and the telemarketing team so all efforts align. The agency should be open to working with your other vendors or internal teams to synchronize campaigns.

Measuring multi-channel impact: It can be tricky to attribute which channel “won” the lead – but don’t sweat that too much. The goal is the cumulative effect. However, do track if adding calls boosts conversion of leads that previously only got emails, etc. Often, the telemarketing agency can help provide anecdotal evidence, like “we spoke to Prospect X who said they saw our email and that’s why they took the call.” Or vice versa, an email reply comes because someone mentions “you called me so I checked out your email.” These are signs the multi-channel approach is working. If you’re only doing one channel now (say email), adding telemarketing calls can significantly uplift your overall outbound results – that’s an argument you might need to make internally to justify the budget, so having an agency that can operate on multiple channels strengthens the business case.

Omnichannel expertise as a differentiator: When choosing between telemarketing companies, an omnichannel strategy is a major plus in 2026. Martal Group, for instance, differentiates itself with an omnichannel outreach model – combining cold calling, targeted email sequences, and LinkedIn social selling into one cohesive campaign. This kind of approach ensures prospects encounter your message in various formats, reinforcing brand recall. It’s a consultative, not spammy, way to engage. Look for partners who talk about “cadences” or “sequences” rather than isolated calls – it shows they view telemarketing as one component of a broader sales playbook.

In summary, telemarketing works best when it’s part of a larger symphony of outreach. As you plan your lead generation strategy, ensure your telemarketing partner can play in tune with other channels – whether they handle those channels themselves or collaborate with your internal teams. The result will be more touches, more conversations, and ultimately more conversions.  

The Right B2B Telemarketing Agency Makes All the Difference

Having the right telemarketing and sales partner can significantly accelerate your B2B lead generation. It’s about finding a company that aligns with your goals, has the expertise to engage your prospects, and works transparently as an extension of your team. 

If you’re considering boosting your pipeline through outsourced telemarketing, we invite you to book a consultation with Martal Group – discover how our omnichannel sales development approach can fill your calendar with qualified B2B meetings and empower your sales team to close more deals. Here’s to hitting those revenue targets with a little help from a great telemarketing partner!

References

1. Rep.ai
2. FTC Consumer Advice
3. ProfitOutreach
4. Only-B2B
5. Martal Group – ROI Calculator
6. B2B Marketing
7. Leads at Scale