How much does B2B appointment setting cost?

Pricing is a monthly retainer, set by the meeting volume you want and how many targeting profiles you run. We quote on a call once we've looked at your market, because a campaign targeting UK recruitment agencies and one targeting US enterprise IT are not the same build. There's no setup fee and no long tie-in.

What's the difference between appointment setting and lead generation?

Lead generation gives you contact details and interest signals — you still have to work them. Appointment setting takes it to the end of the process: we run the outreach, handle the replies, qualify the prospect and put a confirmed meeting in your calendar. You join the call. If your team is short on time rather than short on names, appointment setting is the one that helps.

How many meetings will I get per month?

Most clients see 15 to 20 qualified meetings a month once a campaign is running. The range depends on your market size, your offer and how tightly you've defined your targeting. Narrower targeting usually means fewer meetings and better ones.

How do you qualify a meeting?

A meeting counts as qualified when the prospect matches your stated targeting profile, has decision-making authority or direct influence over the purchase, has confirmed a specific time, and understands what the call is about. We agree the exact criteria with you in writing before any campaign launches, so there's no argument later about what you're paying for.

Which industries do you cover?

We work across more than 300 B2B verticals, with the heaviest activity in recruitment, SaaS, IT services and marketing agencies. What matters more than your sector is whether your buyers are reachable by business email and your deal size justifies a booked meeting.

Which countries do you cover?

The UK and the USA. Our contact data covers over 11 million verified UK and US business contacts. We don't currently run campaigns outside these two markets.

How long until the first meeting is booked?

Around 30 days from signing, and that includes setup and infrastructure warm-up. The first one to two weeks go on targeting, list build, messaging and sending warm-up. Anyone promising booked meetings in week one is either skipping the warm-up or reusing a list, and both damage deliverability.

What happens after the meeting is booked?

The call is yours. We book the appointment and send reminders before it; you run the meeting and everything that follows — the pitch, the proposal, the close. We don't sell on your behalf and we don't take a cut of what you close.

Is your data GDPR compliant?

Our contact records are aggregated from publicly available business sources and cover business contacts in a business capacity. UK campaigns run on legitimate interest with opt-out honoured on every message, and we action removal requests immediately. US campaigns run under CAN-SPAM requirements.

Do I need my own sales team?

You need someone who can take the call and sell — a founder, an account executive, or one salesperson. What you don't need is an SDR function. The prospecting, outreach and booking is the part we replace.

Appointment Setting for Marketing Agencies

Q: Will you contact brands we could conflict with?

No. You provide a list of existing clients and brands you cannot approach, and we screen every campaign against it before sending. Nothing goes out to a business on your exclusion list.

3cpsmike
Aug 12
4 min read

Marketing agencies are brilliant at generating demand for their clients and, more often than not, neglect their own. New business tends to come from referrals and the founder's network, which works until it does not, and then growth stalls. Supernova AI books qualified meetings with the businesses your agency wants as clients, so new business becomes a channel you can rely on rather than a scramble between projects. This guide covers who to target in an agency sale, the retainer economics that make outbound worthwhile, when it is not the right fit, and the questions agency founders ask most.

Who the decision-maker is

For an agency sale the buyer is whoever owns marketing spend at the prospect. In smaller businesses that is the founder or managing director; in larger ones it is a marketing director, head of marketing or brand lead, sometimes with a procurement step behind them. The right target depends on the size of client you want and the service you sell. A performance agency chasing e-commerce brands targets growth and marketing leads; a brand agency targets founders and marketing directors who own positioning. Aiming at the wrong level produces polite meetings that never convert, so we fix the target to the kind of client you actually want to win.

The retainer economics: why outbound pays

Agency economics reward outbound because the value sits in the relationship, not a single transaction. A retained client is not a one-off fee; it is a monthly retainer that adds up to substantial annual value and often runs for a year or more, and a good client also refers others. Against that lifetime value, the cost of booking a meeting with a well-matched prospect is small, and winning even one or two retainers from a campaign pays it back comfortably. Recurring retainers and long client relationships are precisely the conditions that make appointment setting profitable for agencies.

When outbound fits, and when it does not

Outbound works best for agencies with a clear specialism, whether that is a service, a sector or a type of client, because a specific pitch to a defined audience is what earns replies. It works less well for a generalist agency with no defined ideal client, where the message has to be so broad that it lands with no one, and for tiny, one-off project work where the fee cannot justify the effort. If you know exactly who you serve and a client is worth real money over a year, outbound is a strong fit. If you take any work from anyone, we would help you sharpen the target first rather than launch a vague campaign.

How an agency campaign is built and what qualifies

An agency campaign starts by defining the niche you own, or want to own, then targeting the businesses that fit and the people who control their marketing budget. Messaging leads with a specific, relevant result rather than a list of services, because prospects can tell the difference between a tailored approach and a mass mailout, which is ironic to get wrong as a marketer. We screen every campaign against your list of existing clients and any conflicts, and qualify each prospect against agreed criteria. Expect around 30 days from signing to the first meetings, including warm-up, then a steady 15-20 qualified meetings a month. Our guide to generating B2B leads on LinkedIn complements this, our UK appointment setting overview covers the market, and our note on what a qualified meeting means sets the standard. It all fits a wider appointment setting strategy.

Frequently asked questions

Do you niche the targeting to our specialism?

Yes, and it is what makes the campaign work. We target the specific sectors, client types and company sizes your agency serves best, so the meetings we book are with prospects who match your positioning rather than a broad, generic list that converts poorly.

Will you contact brands we could conflict with?

No. You provide a list of existing clients and any brands you cannot approach for conflict reasons, and we screen every campaign against it before sending. Nothing goes out to a business on your exclusion list.

How many pitch meetings a month can I expect?

Most agencies see 15-20 qualified meetings a month once a campaign is running. The number depends on how tightly you have defined your niche and how large that market is. A sharp, specialist positioning usually means fewer but far better-fit conversations.

Do you book with founders or marketing managers?

Whoever owns the marketing budget for the clients you want. For smaller prospects that is often the founder; for larger ones it is a marketing director or head of marketing. We agree the target seniority with you before the campaign starts.

New business that does not depend on the founder

In most agencies new business rests on the founder's shoulders and their personal network, which caps growth at whatever time that one person can spare between client work. A steady appointment setting campaign takes that dependency away by producing a reliable flow of meetings regardless of how busy the founder is that week. It also professionalises the front of your funnel, so prospects meet a considered, relevant approach rather than an occasional burst of outreach when things go quiet. That consistency is what lets an agency plan its growth rather than ride the referral cycle up and down.

If your new business depends on referrals and the founder's spare time, talk to our team about booking 15-20 qualified meetings a month with the clients your agency actually wants. You run the pitch; we fill the pipeline.