What is a Lead Generation Company?

A lead generation company helps businesses develop and scale their sales pipelines by prospecting for, nurturing, and qualifying leads.

Each lead generation company offers a unique mix of services based on its preferred sales channels and strategies.

lead-generation lead-generation
This is why choosing a partner that complements your current business development processes is essential.

As a tech company, You have a variety of options when it comes to choosing a B2B lead generation partner which can make the process of finding the right one feel overwhelming. The different nuances in features and benefits often cloud the fundamentals aspects that drive the one thing that matters most, closing more deals.

At Martal Group, our main focus is building high-performing teams equipped with the most advanced prospecting tools to ensure you get results that will help you scale your business.

The Top B2B Lead Generation Companies - The Best Comparison  Guide 2024

Your B2B Lead Generation Buyer’s Guide

As you consider your options for B2B lead generation services, this guide can be a powerful resource in assessing the differences among four of the top B2B lead generation companies in terms of team structure, pricing, and scope of service.

See how these firms compare to Martal Group and discover why we are one of the top B2B lead generation agencies in North America.

List of the Top B2B Lead Generation Companies

We've curated a list of the 9 top B2B lead generation companies in the USA and worldwide so you can see how they stack up against Martal Group.



Cience is a marketing services provider offering outbound and inbound B2B lead generation. Cience focuses on opening opportunities by booking calls will qualified leads.

In addition, Cience helps with migrating CRMs, building lead lists, and updating your current data.

  • Founded 2015
  • Avg Sales Rep experience (years)
  • Core team location — where is your client facing team based Ukraine, Mexico, Philippines



Belkins provides outbound appointment setting through email marketing as well as email deliverability services for B2B companies in various industries.

Belkins also offers more self-serving options through prospecting research and data enrichment.

  • Founded 2015
  • Avg Sales Rep experience (years)
  • Core team location — where is your client facing team based Ukraine



CloudTask is a multilingual call-center support team that provides B2B lead generation services aimed at qualifying new prospects, engaging past market-qualified leads, and upselling to current customers to boost revenue growth.

  • Founded 2008
  • Avg Sales Rep experience (years)
  • Core team location — where is your client facing team based Columbia



Callbox has a wide range of services for B2B companies searching for outbound outreach solutions, including event marketing, webinar promotion, lead generation, account-based marketing, data research, and database enrichment.

  • Founded 2004
  • Avg Sales Rep experience (years)
  • Core team location — where is your client facing team based Philippines



Leadium is a B2B lead generation agency dedicated to accelerating revenue pipelines through channel-optimized lead research and strategic appointment setting services.

  • Founded 2016
  • Avg Sales Rep experience (years)
  • Core team location — where is your client facing team based Ukraine and the Dominican Republic



Operatix is a specialized lead generation agency providing outsourced Sales Development Representative (SDR) services, primarily catering to the B2B software industry.

  • Founded 2012
  • Avg Sales Rep experience (years)
  • Core team location — where is your client facing team based The United Kingdom and the United States



SalesHive is a B2B sales agency primarily serving high-growth companies.

  • Founded 2016
  • Avg Sales Rep experience (years)
  • Core team location — where is your client facing team based The United States



Abstrakt Marketing Group, based in St. Louis, Missouri, specializes in B2B lead generation and business growth services for small to medium-sized businesses.

  • Founded 2009
  • Avg Sales Rep experience (years)
  • Core team location — where is your client facing team based The United States



memoryBlue is a B2B sales and lead generation company that supports high-tech firms in overcoming sales development challenges.

  • Founded 2002
  • Avg Sales Rep experience (years)
  • Core team location — where is your client facing team based The United Kingdom and the United States
The Martal Group Difference

Martal Group is not like other B2B lead generation companies out there

We’ve seen the pitfalls and frustrations that most tech companies face when outsourcing lead generation, and we have built out our services and processes to address and overcome these challenges.

B2B Lead Generation Services Specifically for the Tech Industry

While most lead generation partners will work with businesses from any industry, we specialize in serving B2B tech companies which means our sales executives know how to position your solution.

B2B lead generation is the process of generating leads from businesses. This can be done through various means, such as online research, cold calling, and emailing. The Martal Group specializes in B2B lead generation and has the skills and experience to help you succeed.

  • We can help you target your market and generate leads that are interested in your product or service.

Full-Service Outbound and Inbound Lead Generation Strategies

Your sales cycle doesn’t stop at identifying qualified leads, and neither do we. From prospecting to closing, we provide comprehensive inbound and outbound lead generation strategies.

The Martal Group can help with full-service outbound and inbound lead generation. Outbound lead generation is when you initiate contact with people who have little or no knowledge of your company. This is more typical for B2B sales because selling a product designed to help people make money is a good foundation. Outbound lead generation is labor-intensive, but it's a tried-and-true method of gaining attention from people who otherwise would never hear of your product. Outbound lead generation is an excellent way to reach potential customers before your competition.

Inbound lead generation refers to the process of acquiring leads from outside sources, such as online ads or contact forms. It is important to have features for both inbound and outbound lead generation in order to get the most out of your lead generation software. When choosing a lead generation platform, ask yourself which type of leads you want to find the most- inbound or outbound?

  • The Martal Group can help you with either type of lead generation, depending on your needs.

Campaign Optimization with a Multiple Channel Approach

The best results come from multiple touchpoints on the channels that your prospects use the most. That’s why Martal Group sales executives use an omnichannel approach that includes not only email outreach but also phone calls and LinkedIn marketing.

Martal Group employs a multichannel approach to lead generation

Martal Group uses comparative analysis to optimize campaigns and employs a range of analytical tools to measure the effectiveness of their campaigns.

  • The agency has worked with well-known clients such as Dell, GE, Samsonite, IBM, John Hancock, AIG, and Harley Davidson.

North American, Customer-Facing Sales Team

Your customer-facing sales team is your first impression. Instead of offshoring your outsourcing, Martal Group exclusively hires North American sales representatives that communicate on the same professional level you would expect from your internal team.

The Martal Group's customer-facing sales experts in North America are a team of sales professionals

  • The customer-facing sales team at Martal Group is experienced in selling to both B2B and B2C customers.
Why Should You Hire A Top Lead Generation Agency?

While there are many reasons to hire a top lead generation agency, the three most popular benefits include

Better lead quality
Shortened sales cycles
Reduced expenses

By hiring a lead generation agency , you gain instant access to experienced sales development representatives(SDRs) who skillfully manage multichannel campaigns that bring ideal prospects to your front door.

Let's take a deeper look at how top lead generation agencies can improve your sales

Fill Your Pipeline with Qualified Leads Sourced by Experts

The average B2B buyer only spends 5 percent of the purchasing process speaking with potential vendors, according to a study by Gartner. The disconnect between companies and consumers makes it challenging to fuel your pipeline, even if you have sales experience.

Because the majority of the buyer's journey revolves around online research, you need a proven lead generation strategy in place to get in front of your prospects during the awareness and consideration phase. But to further complicate matters, consumers' purchasing behaviors are changing rapidly in this digital era. So, you must also stay current with the trends to stay ahead of the competition.

One of the best ways to overcome the challenges of filling your pipeline with qualified leads is by working with an expert. The top lead generation specialists always have their finger on the pulse of B2B buying habits and continuously test and refine strategies to maximize conversions.

Spend Less Time Searching and More Time Selling

Did you know that only 33% of an SDR's time is actually spent selling? Prospecting alone takes up to 20 hours each week. And even after all that work, it's estimated that 50 percent of those leads won't be a good fit. Add in other miscellaneous tasks like responding to emails, supporting current customers, and creating content, and that leaves just over 13 hours of sales activities.

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What if all that time could be dedicated to closing deals instead of chasing them? After all, your SDRs should be spending the majority of their time selling.

By handling the prospecting process for you, a lead generation partner can give your sales team more time to focus on the goals that contribute directly to your revenue growth.

More Advanced Tools, Fewer Expenses

If you've taken the time to make your own shortlist of lead generation tools, you already know that the tech stack cost can easily be over $11,000 a year. At the bare minimum, you need marketing automation software, a CRM, and, in most cases, a database. While you can go for more budget-friendly all-in-one platforms, the extra time spent on manual tasks makes it hard to gain traction.

When it comes to reducing expenses for advanced tools, achieving economies of scale is the way to go. Unfortunately, unless you have an enterprise-sized sales team, gaining the cost advantages that come with increased purchasing power and productivity isn't financially plausible — unless you're a lead generation company.

Due to the large investments lead generation partners put into their tech stacks, they can control the costs of tools and pass those savings on to their clients.

what are the examples of lead generation services

Lead generation companies provide several services that aim to help businesses increase their sales pipeline and close more deals. The most common tasks performed by lead generation companies include prospecting, qualifying, and setting sales appointments. These tasks are usually completed through various outbound and inbound marketing activities.

Here's a high-level breakdown of the services you'll have access to when partnering with a lead generation agency:


Outbound Email Marketing

Outbound email marketing is the process of sending emails to prospects that have not shown interest in your products or services with the intent of converting them into clients.

For B2B companies, outbound email marketing is one of the most challenging and expensive strategies to implement in-house, which is why many choose to outsource this lead generation activity. And, with an average ROI of 3,500 percent , the benefits far outweigh the costs.

When you hire a lead generation company to run outbound email campaigns, the outsourced SDRs handle the entire process, from campaign setup to appointment setting and everything in between.

However, you'll want to ensure the lead generation partner you hire doesn't use outdated mass blast tactics that can ruin your brand's reputation. While those methods may have worked ten years ago, they are no longer relevant today. A lead generation partner that delivers high-quality leads will have the tools and talent needed to curate targeted lead lists full of prospects that fit your ideal client profiles.

How Much Do Lead Generation Services Cost?

Lead generation service prices vary widely depending on the quality of tools, location and experience of the SDRs, and types of strategies deployed. Choosing a partner purely based on pricing can negatively impact your revenue growth, costing you more in the long run.

The best way to compare costs is in-house versus outsourced instead of company versus company.

Flat fee
Most commonly, lead generation companies charge a monthly fee for each service, with contract lengths ranging from three months to one year. By having a consistent monthly expense, you can more easily calculate the cost per lead and ROI of the partnership.
Flat fee plus commissions
If you need help closing deals, many lead gen agencies offer additional support in exchange for a small commission. These plans provide a cost-effective way to generate more revenue without additional upfront costs.
Flat fee plus guarantee
Guaranteed contracts help alleviate some of the fears and risks associated with hiring an outsourced lead generation partner. As an alternative to a flat fee arrangement, guaranteed payment plans offer reimbursement if certain metrics are not met within a given time frame.
Paying per appointment is another popular pricing structure. Setup fees are often charged at the beginning of the agreement to cover initial costs. While pay-per-lead plans may seem the most cost-effective out of all the pricing options, be cautious. Many agencies will compensate prospects who attend meetings, which can lead to false funnel metrics and lower-than-normal conversion rates.

It's important to get a quote from all the vendors on your shortlist

While you don't want to sacrifice quality, the price must fit within your budget and target customer acquisition costs.

Otherwise, the lead generation service could negatively impact your ROI.

What is the future of lead generation?

The future is complete outsourcing. No organization will have dedicated in-house teams devoted just to lead generation due to the cost and unbearable churn of the role. Salespeople don’t like doing lead generation, and companies don’t like overpaying for it and dealing with the churn.
David Rosenthal
Sales Operations Manager

FAQs: Top B2B Lead Generation Companies


What is B2B lead generation?

The best B2B lead generation strategies incorporate multichannel campaigns targeting ideal prospects with coordinated sequences via email, LinkedIn, and phone calls.

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What's Next?

We understand that entrusting your lead generation to an outsourced team is not an easy decision to make.

This is your company's revenue on the line, and you need a partner that cares just as much about your growth as you do.

At Martal Group, we are committed to helping our clients reach their revenue goals by providing predictable and scalable lead generation services.

If you have questions about outsourcing or want to discuss ways to fill your funnel with leads, schedule a free consultation with our experts today.

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