Quarterly notes on B2B lead generation, deliverability, and the cost of pipeline. Compiled from real engagements, public industry data, and conversations with operators running outbound at scale. Published once every three months.
Reply rates fell two to three times since 2022. Daily sending limits per inbox dropped roughly 50 percent after the February 2024 sender requirements. The companies still booking pipeline are doing the opposite of what most agencies recommend. Here are the four shifts that separate teams getting meetings from teams getting blocked.
An in-house SDR costs roughly $135,000 a year all-in once you account for ramp, tooling, management, and the 14 month median tenure. A productized agency runs $36,000 to $96,000 a year for an equivalent volume. Real numbers, the line items most companies miss, and the decision framework that separates the right call from the expensive one.
