B2B telemarketing in the UK is usually priced per caller day, and at Newton Fox that starts from £295 + VAT per day. A day is seven hours of dedicated calling by a trained sales development representative (SDR), managed by an account manager, with call recordings and daily reporting included.
Most agencies keep their pricing behind a discovery call. We think buyers should be able to budget before they pick up the phone, so this guide sets out what telemarketing costs, how the different pricing models work, and why we price the way we do. The principles are the same whatever you sell, from telemarketing for SaaS businesses to campaigns for manufacturers and construction suppliers.
The three ways agencies charge for telemarketing
UK telemarketing agencies use one of three pricing models, and each one rewards the agency for different behaviour.
| Model | How you pay | What it rewards |
| Day rate | A fixed price per caller day | Quality conversations with the right people |
| Hourly rate | A price per calling hour, often with a monthly minimum | Hours worked, with the same incentives as a day rate |
| Pay-per-appointment | A fee for each meeting booked | Volume of meetings, whatever their quality |
Day and hourly rates are the most common model among specialist B2B agencies. Call centres running scripted, high-volume campaigns tend to charge less per day, while specialist agencies using experienced callers to reach senior decision makers typically charge around £300 to £350 per day.
What Newton Fox charges, and what is included
Our pricing has three parts: a one-off setup fee, a day rate for calling, and data where you need us to source it.
| Item | Price | Notes |
| Onboarding and setup | £495 + VAT, one-off | Strategy, ideal customer profile, call framework and script, team training |
| Sales resource | From £295 + VAT per caller day | One day is 7 SDR hours |
| Data | Priced per campaign | Or we work from your own lists, cleansed and enriched |
Campaigns run for a minimum of 12 weeks at one day a week or more. After eight weeks you can give four weeks’ notice at any time.
Every campaign includes:
- A dedicated account manager with end-to-end responsibility for results
- Experienced UK-based SDRs trained on your market and qualification rules
- Call recordings, so you can hear exactly how your brand is represented
- Daily activity reporting and agreed KPIs
- Weekly training, review and improvement recommendations
- Regular catch-ups with your account manager to review lead quality
There are no per-meeting charges and no bonuses for volume.
Why we don’t offer pay-per-appointment
Pay-per-appointment looks low risk, but it pays the agency for the number of meetings rather than their quality.
When every booked meeting earns a fee, the pressure is to fill diaries. Prospects who were only being polite get booked in. Junior contacts stand in for decision makers. “Send me some information” becomes a meeting. The report looks healthy, but your sales team spends its week on calls that were never going to close.
A day rate removes that pressure. Our SDRs are paid to have the right conversations with the right people, and a meeting is only booked when it meets the qualification criteria you signed off at setup. Prospects who are interested but not ready are flagged for nurture rather than pushed into a diary. Call recordings let you check the quality for yourself.
What drives the total cost of a campaign
The day rate is fixed, so your total cost comes down to how many days you need and what data you start with.
- Calling days per week. One day a week suits a test or a narrow market. Larger territories and shorter sales cycles justify more.
- Data. Clean, well-targeted data is the biggest single factor in campaign results. If your own CRM is current, we can cleanse and enrich it. If not, we source data matched to your ideal customer profile.
- Seniority of the decision maker. Reaching a finance director takes more attempts than reaching an office manager, so fewer conversations fit into each day.
- Complexity of qualification. A product with a long buying cycle or several stakeholders needs fuller conversations and tighter criteria.
- Campaign length. Campaigns improve as SDRs learn the market and messaging is refined. We would typically expect return on investment to be clear by month three.
How to judge whether telemarketing is worth it
The useful measure is cost per closed deal, not cost per meeting. Results vary widely with your market and deal size, so the table below shows a range of outcomes rather than a single forecast.
The figures are illustrative. They assume a campaign of two days a week for 12 weeks, costing £7,575 + VAT including setup and before data, and that one in five qualified meetings becomes a customer.
| First-year revenue won (return on campaign cost) | 10 qualified meetings, 2 customers | 20 qualified meetings, 4 customers | 30 qualified meetings, 6 customers |
| Average customer value £5,000 | £10,000 (1.3x) | £20,000 (2.6x) | £30,000 (4x) |
| Average customer value £15,000 | £30,000 (4x) | £60,000 (7.9x) | £90,000 (11.9x) |
| Average customer value £50,000 | £100,000 (13.2x) | £200,000 (26.4x) | £300,000 (39.6x) |
Even the most cautious case pays for the campaign in year one, before counting repeat business or the pipeline still in progress. At an average customer value of £15,000, a single new customer covers the campaign cost almost twice over. Find the row closest to your own deal value to see where your break-even sits. For results from real campaigns in sectors including construction, education, manufacturing and SaaS, see our case studies.
Ready to discuss your B2B telemarketing strategy? Book a consultation call to explore your campaign options and see how our pricing works for your business.
Frequently asked questions
How much does B2B telemarketing cost per day in the UK?
Newton Fox charges from £295 + VAT per caller day, where a day is seven hours of calling. Specialist B2B agencies generally charge in the region of £300 to £350 per day. Lower rates are usually available from call centres running scripted, high-volume campaigns with less experienced agents.
What is the minimum commitment?
Our minimum is 12 weeks at one day of calling per week. That is long enough for SDRs to learn your market, refine the messaging and produce reliable results. After eight weeks you can give four weeks’ notice at any time, so you are never locked into a long contract.
Is there a setup fee?
Yes, a one-off fee of £495 + VAT. It covers a strategy session with your account manager, agreeing your ideal customer profile and lead qualification [/b2b-appointment-setting-guide/] criteria, writing and signing off the call framework and script, and training the SDRs who will represent your business.
Can we use our own data?
Yes. Many clients ask us to cleanse and enrich their existing CRM records before calling starts, which improves targeting and reduces wasted calls. Where your data is thin or out of date, we can source new data matched to your ideal customer profile, priced per campaign.
