The B2B retainer template for agencies building pipeline machines for funded SaaS and enterprise sales orgs.
B2B lead gen is multi-channel by nature — LinkedIn, ABM, cold email, paid social, content syndication. This template scopes the engagement around pipeline outcomes (MQLs delivered, SQLs qualified) and ties pricing to ad spend tiers + channel count. Built for Seed–Series B SaaS scaling sales motion.
Setup fee + monthly retainer. Round numbers. Each tier includes everything below it plus specific upgrades. The middle tier is recommended — most clients pick it.
B2B startups (Seed–Series A) building a repeatable inbound channel
Series A/B SaaS scaling pipeline with a clear ICP and ARR motion
Series B+ B2B and enterprise sales orgs needing a full pipeline machine
Cover, Executive Summary, Understanding Your Business, Proposed Lead Generation Services, Our Lead Generation Approach (ICP → Channel Setup → Launch → Scale), Timeline, Investment (3 tiers), Why Us, Case Study, Next Steps. Tiered by channel count + ad spend.
Foundation: $4,500/mo + $5,000 setup, single channel, up to $15K/mo ad spend, 5 lead magnets/quarter. Growth: $9,500/mo + $12,000 setup, 2-3 channels, up to $50K/mo spend, ABM list building, sales enablement. Scale: $22,000/mo + $25,000 setup, multi-channel, up to $250K/mo spend, BDR-as-a-service, full-funnel attribution. Avoid pure flat-fee — your fee should scale with the operational complexity of higher spend levels.
1) Quoting per-MQL — incentivizes garbage leads. Quote per program with quality benchmarks. 2) Missing ICP/offer workshop — the #1 reason campaigns fail. 3) No CRM integration scope (leads go nowhere). 4) Promising specific MQL/SQL counts in month 1 — campaigns need 60-90 days to optimize.
B2B SaaS or service company (Seed–Series C) with a defined ICP, an ARR motion, and a sales team ready to handle inbound. They've tried in-house and stalled, or they have a CRO/Head of Marketing who needs a partner to operate the demand-gen machine.
Adjust channel mix (LinkedIn, paid social, cold email, content syndication). Toggle SDR-as-a-service scope. Add intent-data (6sense, Bombora) integration. AI rewrites in your voice. Trackable share link with pipeline forecast.
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