B2B lead generation agency proposal: Free template
Customize this free B2B lead generation proposal with Cobrief
Open this free B2B lead generation proposal in Cobrief and start editing it instantly using AI. You can adjust the tone, structure, and content based on your outreach channels, client goals, and offer positioning. You can also use AI to review your draft — spot gaps, tighten language, and improve clarity before sending.
Once you're done, send, download, or save the proposal in one click — no formatting or setup required.
This template is fully customizable and built for real-world use — ideal for pitching outbound campaigns, email prospecting, LinkedIn outreach, lead list building, appointment setting, or full-funnel lead generation services. Whether you're a niche prospecting agency or a growth marketing partner, this version gives you a structured head start and removes the guesswork.
What is a B2B lead generation agency proposal?
A B2B lead generation proposal outlines how your agency will help a business generate qualified leads, book meetings, and fill their sales pipeline. It typically includes the strategy, channels used, outreach process, lead qualification criteria, deliverables, and pricing.
This proposal helps clients understand how your team will drive pipeline growth — not just traffic or impressions.
A strong lead generation proposal helps you:
- Show how your system creates consistent, qualified opportunities.
- Set expectations around targeting, outreach, and conversion metrics.
- Clarify deliverables like lead lists, meeting bookings, or CRM updates.
- Build trust through process transparency and data-driven strategy.
Why use Cobrief to edit your proposal
Cobrief helps you draft persuasive, professional proposals — with built-in AI that enhances clarity, structure, and tone.
- Edit the proposal directly in your browser: No setup or formatting tools required.
- Rewrite sections with AI: Adjust messaging, reframe sections, or simplify explanations instantly.
- Run a one-click AI review: Spot unclear phrases or weak copy and improve them immediately.
- Apply AI suggestions instantly: Accept edits one-by-one or all at once.
- Share or export instantly: Send via Cobrief or download a clean PDF or DOCX version
Focus on your sales engine — we’ll handle the proposal engine.
When to use this proposal
Use this B2B lead generation proposal for:
- Cold email or LinkedIn outreach campaigns.
- Appointment setting and SDR-as-a-service.
- List building and lead qualification services.
- Full-funnel outbound or ABM campaigns.
- Retainer-based or performance-based B2B lead generation.
It works well for SaaS, professional services, consultancies, and growth-stage startups.
What to include in a B2B lead generation agency proposal
Each section helps the client understand how you’ll generate leads, how results are measured, and what they’ll get:
- Executive summary: Outline the client’s sales goals and how your lead generation system will consistently deliver qualified opportunities to their pipeline.
- Scope of work: Define what’s included — e.g., ICP definition, list building, message creation, email/LinkedIn outreach, response handling, CRM logging, appointment booking.
- Lead generation strategy: Explain how you’ll identify prospects, personalize outreach, and nurture leads to meeting. Include channels used (email, LinkedIn, phone, etc.).
- Process: Describe your workflow — onboarding, campaign setup, copywriting, launch, iteration, and reporting.
- Timeline: Provide a clear breakdown of phases — e.g., 1-week onboarding, 3-week pilot, ongoing monthly campaigns.
- Deliverables: Specify what the client will receive — number of contacts messaged, booked meetings, warm replies, lead lists, reports, etc.
- Pricing: Present your pricing — flat monthly fee, per-lead rate, or per-meeting booked. Clarify any performance-based options.
- Terms and conditions: Cover response definition, meeting criteria, email domains used, reporting frequency, and contract minimums.
- Next steps: End with a clear CTA — such as “Reply to confirm,” “Schedule a kickoff call,” or “Sign to begin onboarding.”
How to write an effective B2B lead generation proposal
This proposal should feel clear, targeted, and focused on ROI:
- Speak in business outcomes: Talk about qualified meetings and revenue — not just emails sent.
- Define lead quality: Make clear what counts as a lead, and how you ensure relevance.
- Show your method: Explain targeting, personalization, and tech stack clearly.
- Avoid generic fluff: Keep language direct, credible, and outcome-focused.
- Format clearly: Use structured headings, bullets, and short paragraphs.
- Make the next step easy: Give the client one clear action to take.
Frequently asked questions (FAQs)
How should I customize this proposal for different clients?
Tailor the executive summary, lead gen strategy, and deliverables based on the client’s industry, sales goals, and preferred outreach channels. You can use AI to adapt tone, structure, and messaging quickly.
Can I include my own terms or contract?
Yes — you can attach your standard service agreement or include key terms in the final section. This template is fully editable, so you can align it with your preferred scope and legal framework.
What if I don’t offer all the services listed?
No problem — remove or rewrite sections that don’t apply. The template is designed to be modular. Whether you only offer cold email or a full-stack outbound service, you can adjust accordingly.
How do I present performance-based pricing?
Use the pricing section to clearly define your model (e.g. per-meeting booked or per-qualified lead). If applicable, include minimums, ramp-up timelines, or criteria for a "qualified" opportunity.
Can I reuse this proposal across clients or campaigns?
Absolutely. Once you've customized the core framework to fit your offer, you can clone and tweak it for different industries, verticals, or buyer personas — saving time while keeping quality high.
How can I make this proposal more persuasive?
Use Cobrief’s AI review to flag unclear copy, vague metrics, or weak positioning. You can then rewrite sections with AI to sharpen the pitch and align more closely with business outcomes.
This article contains general legal information and does not contain legal advice. Cobrief is not a law firm or a substitute for an attorney or law firm. The law is complex and changes often. For legal advice, please ask a lawyer.