Sopro, Outbound Worx, FunnL, freelancers, an in-house SDR and our own £200-per-meeting terms, fetched October 2026 and converted to cost per held meeting.
Short answer: In the UK, a booked B2B sales meeting costs anywhere from about £150 to over £1,000 depending on how you buy it. An in-house SDR works out at roughly £670 per meeting if they hit 12 a month, closer to £1,000 at a realistic 8. One London retainer agency is listed at £1,495 to £6,495 a month on a third-party directory, and the cost per meeting depends entirely on how many they book. A UK PR agency working with us pays £200 per qualified meeting that happened and was approved as qualified against a written definition, plus £500 a month for tooling and inbox management that only starts after the first meeting. The table below puts every figure next to its source and its date.
I run ROI Maximizer, so I am one of the vendors in this table. Read it with that in mind. I fetched every third-party number on the day I wrote this (13 October 2026), linked the page it came from, and left currencies as I found them rather than converting at a rate I would have to guess.
A monthly fee is a cost per month, not a cost per meeting. Convert everything to the same unit before you compare:
I have done that arithmetic at five and ten meetings a month, realistic volumes for one UK campaign with a sensible qualification bar. The volumes are my assumption; nobody in the table publishes a meeting count.
| Provider | What they publish | Model | At 5 meetings a month | At 10 meetings a month |
|---|---|---|---|---|
| In-house SDR (UK) | £70,000 to £77,000 year-one cost, about £670 per meeting at 12 a month, worked through here | Salary, tooling, management | About £1,600 per meeting: 45 meetings over nine productive months, at £72,000 fully loaded | About £800 per meeting: 90 meetings over nine productive months |
| Sopro | "pricing starts at around €3.4K per month", "no minimum contract" | Managed multi-channel retainer, bespoke tiers | €680 per meeting, if they book 5 | €340 per meeting, if they book 10 |
| Outbound Worx | "£1,495 - £6,495 per month" on a third-party directory listing; London; appointment setting listed | Monthly retainer | £299 to £1,299 per meeting | £150 to £650 per meeting |
| FunnL | "Starting at $2000 monthly retainer and $300 per completed sales meeting" | Retainer plus per-meeting fee | $700 per meeting ($3,500 total) | $500 per meeting ($5,000 total) |
| PeoplePerHour freelancers | UK-based appointment setters at $20 to $40 an hour on the cards I could see, plus one $495 outlier (the site showed me dollars, not sterling) | Hourly, you manage them | Depends on hours; data, sequencer and domains are extra | Same |
| ROI Maximizer (us) | £200 per qualified meeting plus £500 a month after the first meeting | Pay per qualified meeting | £300 per meeting (£1,500 total) | £250 per meeting (£2,500 total) |
Four notes on that table.
Sopro's page showed me euros. It says "pricing starts at around €3.4K per month" with "no minimum contract" and no tiers. I have not converted it; if you were quoted in sterling, use your quote.
The Outbound Worx range is from a directory, not from Outbound Worx. I could not reach a site of their own on the day I checked, so the figure is Salesforge's listing. Confirm it with them before you rely on it.
FunnL is priced in dollars, and it is a hybrid. Their page says you "only pay for qualified meetings", but a retainer is a monthly fee; the page does not say what you pay in a month with no meetings, so ask before you sign. That difference matters most in a bad month. See pay-per-meeting vs retainer.
Our row assumes the terms set out below. Meetings held and approved against a written definition, no-shows free, billed in arrears.
The freelancer line needs its own paragraph, because an hourly rate buys hours, not meetings. At $34 an hour for 40 hours a month that is $1,360 before data, a sending tool, warmed domains, or your own time reviewing copy. Good freelancers exist; the headline rate is not the whole cost.
A UK PR agency working with us pays £200 per qualified meeting, plus £500 a month for tooling and inbox management. The £500 only starts after the first meeting has happened. Until then, there is nothing to pay.
The conditions are the same for every client:
The exact per-meeting figure for a given client is confirmed on the call, because it moves with deal size, how hard the buyer is to reach, and how clean the list can be made. US clients are priced in dollars on different terms, covered in pay-per-meeting lead generation pricing.
We also do not take everyone. If your average deal is under roughly $5,000 a year, a per-meeting price usually cannot carry itself. I say so on the first call.
VAT. Our figures are quoted ex-VAT, as is normal for UK B2B. Check whether the other vendors' figures are. VAT treatment is confirmed on the invoice. I will not state a VAT position in a post that may be stale by the time you read it.
P1 Communications is a UK hospitality PR agency. The public case study shows 20-plus qualified meetings, roughly half progressing to commercial discussions, and a projected £12,000 a month pipeline. Projected means modelled from live conversations, not banked.
Here is the scale of work under one of their 2026 segments, pulled from our campaign analytics on 13 October 2026. The EU and Turkey hotel and travel segment ran 46,201 emails across a seven-step sequence to 8,227 contacts. It produced 360 human replies: 0.78% per email sent, and 4.4% of contacts replying at some point in the sequence.
Be careful with that number. Human replies are replies of any sentiment: interested, not interested, questions, "who are you". They are not positive replies and they are not meetings. The distance between 360 replies and a qualified meeting is the inbox management, the follow-up and the no-show chasing, which is what the £500 a month pays for.
One campaign, one vertical. It does not generalise to all of UK B2B. It shows you the denominator under a £200 meeting.
We email corporate subscribers: companies, LLPs, Scottish partnerships and government bodies, the ICO's own list. The ICO's electronic mail marketing guide says you can email those without individual consent, as long as you do not conceal who you are and you give a working opt-out and act on it. The personal data side runs on legitimate interests under UK GDPR; the ICO's legitimate interests guidance says it "can apply for direct marketing but only where the Privacy and Electronic Communication Regulations (PECR) don't require consent", and the right to object is absolute.
That describes how we operate: no bought consumer lists, no sole traders without consent, opt-out by reply or link, and an objection is a hard stop. It is not legal advice. The ICO notes its PECR guidance is under review following the Data (Use and Access) Act, so read the current page and take advice from a solicitor if your sector has its own rules.
I run this from Warsaw. The company is M Ventures LTD, registered in Bath, and the clients are in the UK and the US. I say so up front because undisclosed offshore delivery is a red flag in how to tell if a lead generation agency is any good, and it would be odd to write that and then hide it.
The price is lower because the biggest cost in this business is skilled labour, and my labour cost is lower here than it would be in London. The tooling is identical wherever you sit. I write the copy. Replies are answered by me, or by an inbox manager I train and name to you before outreach starts, one hour ahead of the UK, so replies are handled inside the UK working day.
What you give up: nobody visits your office, and we do not run phone-first campaigns from a UK number. If either matters, pay a London retainer; the next section says when.
I would point you at a retainer in four situations.
And one case where you should buy neither: you have never closed a deal from outbound. Do fifty outreaches yourself first; if the founder cannot get the meeting, no pricing model fixes that. The full argument is in in-house SDR vs pay-per-result agency, the formula for any quote is in appointment setting cost per meeting, and PR agencies should read new business for PR agencies in the UK.
Get these four things in writing, from us or from whoever you choose:
What counts as a qualified meeting is the longer version of point one. Then put your own deal size and close rate into the ROI calculator and see which column of the table above you can actually afford.
If you want the table rebuilt with your numbers, including the honest answer if a retainer or an in-house hire is the better call, book 20 minutes or email moe@roimaxi.com.
Moe Alhosni, founder, ROI Maximizer (M Ventures LTD, 4 Beau Street, Bath BA1 1QY).
Or run the free GTM teardown on your own site for the ICP, cold email and numbers specific to your company.