B2B outbound lead generation means finding the companies and people who should buy from you, contacting them directly on LinkedIn and by cold email, and booking qualified sales calls with the ones who are interested. Smirnov Consulting Group runs the whole process for you, from the target list to the call in your calendar, launching about 15 days after the contract is signed.
Smirnov Consulting Group is a Prague-based B2B outbound lead generation agency that runs cold email and LinkedIn campaigns for founder-led B2B companies and books qualified sales calls. 12 years in outbound, hundreds of B2B companies, 24 countries.
The short version
- Channels: LinkedIn outreach from your founder's and sales team's profiles with warm email follow-ups, plus cold email from separate domains when the market needs more reach. No paid ads.
- What we deliver: qualified sales calls with decision makers who match the profile we agree with you before launch.
- Reporting: a weekly report, a monthly report and live notifications every day, plus a client portal with live campaign data if you want one.
- Launch: about 15 days from signed contract. First replies and booked calls often come within the first 30 days after launch.
- Price: from USD 3,000 (about EUR 2,500) per month, up to USD 10,000+ depending on scope. See pricing.
- Terms: no minimum contract, 1 month's notice, at least 3 months recommended. A results guarantee on 12-month engagements.
- Markets: mostly the USA, the UK and English-speaking Europe.
What is B2B outbound lead generation?
Inbound waits for buyers to find you through search, ads or referrals. Outbound goes to them. You decide which companies you want as clients and which people inside them can say yes, then you start the conversation yourself.
Done well, it is a system, not a blast. A verified list of the right companies, a short message about one problem the buyer has, a few follow-ups with a new angle each time, and a person who reads every reply and books the interested ones into your calendar. Done badly, it is thousands of identical emails from a burned domain, and it hurts your name.
For a founder-led B2B company, outbound is usually the first way to get new clients that does not depend on referrals. Referrals are great, but you cannot turn them up when you need more.
How do we run it?
1. Foundations first. A prospect who gets a message checks you before replying: your LinkedIn profile, your website, your case studies. If those are weak, we fix them first, because outbound amplifies whatever the prospect finds.
2. One offer, one audience. We start with one thing you sell and one type of buyer who needs it. A clear promise to a clear buyer gets replies. "We do everything for everyone" does not.
3. A verified list. We build lists from 16+ B2B data tools, including Sales Navigator, Apollo, ZoomInfo and Clay. We check companies against what they actually do, add several decision makers per company, and verify every email, so bounces stay under half a percent.
4. LinkedIn and cold email together. LinkedIn outreach runs from real profiles on your team, with warm email follow-ups to people who have already seen your name. Cold email runs separately from dedicated domains and dedicated sending IP addresses, never from your main domain. We handle SPF, DKIM and DMARC, warmup and monitoring. When someone replies in one channel, we stop the other for that person. More on each channel: LinkedIn outreach agency and cold email agency.
5. Replies, qualification and booking. We answer the replies, check each prospect against the criteria we agreed with you, and book the call on your calendar. Your team takes the call. More on this step: appointment setting.
6. Report and improve. You see people contacted, replies, calls booked, calls held and deals signed as separate numbers. When a message and a list work, we scale sideways: more countries, more segments, more profiles and mailboxes running the winning sequence.
Who is it for?
Founder-led B2B companies with an offer that already sells, a price they are happy with, and people who can take the calls. The clients we work with typically sell deals of USD 10,000 and up, often six or seven figures.
The industries we work with most:
- Construction companies
- Civil engineering companies
- Industrial and manufacturing companies
- Marketing agencies
- Advertising agencies
- SEO agencies
- Software development companies
- IT services and consulting firms
- Business coaches and consultants
- Financial advisory firms
- SaaS and tech startups
All of them on one page: industries we serve.
It is not a fit if nobody has bought your offer yet, if you need signed contracts this month to survive, or if nobody on your side can follow up on the calls.
What results can you expect?
Real campaigns, with the numbers they reported:
- UK manufacturer of fall-protection equipment: 200+ sales calls and 600+ leads over 2 years, from 24 countries, with replies from AECOM, bp, Skanska, Doka, Altrad and Saipem.
- US marketing agency: 277 sales calls and 34 contracts in 60 days.
- German IT company: 5 contracts worth about EUR 1,250,000 in 35 days.
- UAE tech startup: 684 demos and $1.31M in new ARR in 4 months.
Every case, grouped by industry: case studies. Your results will not be exactly the same. They depend on your offer, your market and your sales team.
As a rule of thumb, cold email reply rates are usually about 1%, and lower at very large volume. Between 10% and 50% of replies usually turn into booked meetings. Highly specific, heavily personalized campaigns can reach 15% to 17% reply rates. The bigger the volume, the lower the averages.
How much does it cost?
From USD 3,000 (about EUR 2,500) per month, up to USD 10,000+ for companies that need more channels, markets or volume. The fee covers all our work: strategy, list building, copy, campaign setup, sending management, reply handling and reporting. Tools, sending domains, mailboxes and data are paid by you directly, because the right stack depends on your market and volume. A one-time setup fee applies only when the foundations are missing, agreed case by case.
No minimum contract, 1 month's notice. We recommend at least 3 months, because B2B sales cycles often run 6, 9 or 12 months, and a call booked in month one may close four months later or more. Full details on the pricing page.
Do you guarantee results?
Yes, on a 12-month engagement. Before we start, we agree the targets with you: leads generated, pipeline growth and revenue growth. If we miss them within the 12 months, we refund the full fee you paid us. The guarantee works when both sides do their part: you reply to call-ready leads within 24 hours and take the calls, let the campaigns run as planned, and stay in regular contact with us. Month-to-month engagements do not include the guarantee. Full terms are in the contract.
Who does the work: a senior team or a faceless agency?
At Smirnov Consulting Group, a very senior team does the work: lead generation experts with a proven track record, GTM architects who design the go-to-market strategy, GTM engineers who build the lists, data and sending infrastructure, and AI specialists where AI needs to be implemented. No interns, no students and no juniors. A senior team member is your day-to-day contact, and you have a direct line to Artem Smirnov, the founder. We keep a small number of clients on purpose, so each one gets full attention and full responsibility for results.
In our experience, and in what clients tell us about agencies they used before, many outbound agencies are faceless: a brand name with no one visible behind it. In agencies like that, the work usually goes to students, interns, junior SDRs or offshore teams writing to your buyers in their second language, people who have never scaled a pipeline themselves. You hand them your market, your reputation and your pipeline, and you cannot reach anyone senior.
The test is simple. Ask any agency who exactly will write and send your messages, and look those people up on LinkedIn. If they are not there, you have your answer. You can look up ours.
FAQ
What is the difference between B2B lead generation and appointment setting?
Lead generation is the whole process: choosing the market, building the list, writing and sending the messages, and handling replies. Appointment setting is the last step, turning interested replies into qualified calls on your calendar. We do both, so the people who wrote to a prospect are the ones who book the call.
Should we use LinkedIn or cold email?
Usually both. LinkedIn works well from a founder's or sales team's profile, because buyers check the sender before they reply. Cold email adds reach when LinkedIn alone cannot contact enough people. We decide the mix per market: in Germany, Austria and the Czech Republic we use LinkedIn instead of cold email.
How long until we get booked calls?
Launch takes about 15 days from signed contract, including onboarding and setup. First replies and booked calls often come in the first 30 days after launch. Signed deals follow your own sales cycle, which in B2B is often 6 to 12 months.
How much does B2B lead generation cost?
With us, from USD 3,000 (about EUR 2,500) per month, up to USD 10,000+ depending on markets, channels and volume. Tools, domains, mailboxes and data are paid separately and directly by you. See pricing.
What do you need from us to start?
Usually one 60-minute onboarding call, sometimes 90 minutes or two calls, plus a few emails. After launch, we need someone on your side who replies to call-ready leads quickly and takes the calls.
Do you charge per meeting?
No. We charge a monthly fee for the work, and on a 12-month engagement we guarantee the results we agree with you up front, with a full refund of our fees if we miss them.
Which countries do you run campaigns in?
Mostly the USA, the UK and English-speaking Europe. Our clients are based in the USA, Canada, the UK, Germany, Switzerland, the UAE, Singapore, Australia and many others. We build a separate list and message for each country.
Is B2B outbound right for a small company?
It is right for a small company with an offer that already sells and someone who can take the calls. It is not right for a company that has not sold its offer yet. Outbound amplifies what works; it cannot fix an offer nobody buys.