B2B demand generation, one channel at a time

B2B demand generation services build interest in your product among buyers who are not shopping yet, then turn that interest into pipeline. In G2’s March 2026 survey of 1,076 B2B software buyers, 51% started research in an AI chatbot more often than in Google. Each Growigami process, such as outbound or AI search, starts at $1,999 a month.

Start with one process, in the channel your buyers already use. Your CRO builds it by hand and proves it on your numbers, and then AI agents run it every week while our team checks the work. Add the next process once the first one earns its place in your pipeline.

What do B2B demand generation services cost?

In Ahrefs’ 24 September 2026 snapshot, four agencies rank on the first page for this search with a page that sells the service. Three of those pages show no price. Refine Labs ranks with its homepage, and its pricing page lists every tier; we read it on 4 November 2026. ZoomInfo’s guide, which also ranks, puts typical demand generation retainers at $5,000 to $25,000 a month.

Of the 12 B2B marketing firms we compared in November 2026, six publish a price. The lowest monthly price is £3,500 plus project fees, at a UK firm, and the lowest in dollars is $5,000 a month. The three that publish a minimum term ask for 3 to 12 months, or 3 months’ notice.

Service	Published price	Minimum term	What it covers
Refine Labs paid media	From $14,000 a month	6 months	A demand generation manager running LinkedIn, Google, Meta, YouTube, CTV and OOH
Refine Labs full demand and media	From $26,000 a month	6 months	A director of demand generation and a performance marketing manager
Refine Labs creative	From $5,000 a month	3 months	Ad creative, copy and video for campaigns you already run
Refine Labs assessment	From $35,000 for 6 weeks	No long-term commitment	A diagnostic and a 12-month demand plan
Elevation B2B, Unbound B2B, Headley Media	Not published	Not stated	A proposal or call on request
Growigami, one process	$1,999 a month	Minimum three months, then 30 days' notice	One of outbound, AI search, LinkedIn, paid ads, nurture or video
Growigami, three processes	$5,997 a month	Minimum three months, then 30 days' notice	For example outbound, AI search and LinkedIn

The one agency that publishes prices works with B2B SaaS companies at Series B and later. It scopes paid media and full-service fees to budget size, and creative by volume. At Growigami, ad spend is paid at cost on top of the fee. Each new process costs $500 more in its first month while we build it, and your first build is on us this month.

Where do B2B buyers start their research now?

In an AI chatbot, for about half of software buyers. The same G2 survey found that 69% chose a different vendor than they first planned because of a chatbot’s recommendation. 85% think more highly of a vendor when an AI answer includes it.

That moves part of demand generation onto pages that AI answers draw on. Our AI search process writes 200 pages a month for the questions buyers ask, and each month we check which answers name you and which name a competitor. The generative engine optimization page covers that process in full.

Which processes make up a demand generation program?

Every process below is $1,999 a month at the smaller size. Each one runs every week.

Process	What runs each week	Volume at $1,999 a month
Outbound	Accounts researched; an email and a LinkedIn message for each contact	500 target accounts a month
AI search and SEO	Pages for Google, ChatGPT and Perplexity	200 pages a month
LinkedIn	Posts and articles from short calls	Company page and 2 people, 3 posts a week each
Paid ads	Campaigns and landing pages on your buyers’ channels	Up to $25,000 a month in ad spend on 2 channels
Nurture and newsletter	A journey for each way in, plus a newsletter	Up to 5 journeys and a monthly newsletter
Video	Short videos from one call, cut for each channel	3 videos a month

The larger size of each process costs $1,499 more a month: 1,000 target accounts, 500 pages or up to $50,000 in ad spend on all 4 channels. The price builder adds up any mix before you talk to anyone.

How do you outsource B2B demand generation?

Pick the first channel by where your buyers already are, and buy that one before you buy a program. The order we suggest:

• Outbound first if you can name the accounts you want and your sellers can answer replies within a day. Our outbound lead generation services page sets out the process and the rival prices.
• AI search first if your buyers use AI chatbots to research software; 71% of the buyers in G2’s survey rely on them at some point.
• LinkedIn first if a founder or an expert on your team has a point of view buyers want to hear.
• Paid ads first if you need reach this quarter and have a budget for spend on top of the fee.

Pull resultsLinkedIn · Last 7 days

Write two variantsAgent · From the winning line

Done

Cut the losersCheck · Above $550 per lead

Passed

LaunchLinkedIn and Meta

Our SaaS demand generation playbook covers channel budgets and attribution if you run the program yourself.

How do you choose a demand generation agency?

Get four answers in writing before you sign: the monthly price, the minimum term, what you approve and which CRM numbers judge the work. Of the four agency pages ranking for this search, one leads to a price. None of the four says the client approves each piece. The one with published prices asks for 6 months on its paid media and full-service programs, so ask how you leave.

What is the difference between demand creation and demand capture?

Demand creation reaches buyers who are not looking yet, through posts, outbound and pages that teach them something. Demand capture catches buyers who are already looking, through search ads, comparison pages and fast follow-up on inbound leads. Most of the processes above do some of each, and our comparison of growth marketing and demand generation explains where the two disciplines overlap.

Demand generation judged on pipeline in your CRM

Every process is read against pipeline in your CRM, so you see which channel earns the next one. Each starts with your CRO, who reads your CRM, joins sales calls and builds the first version by hand. Once it produces results, AI agents do the weekly research and drafting, and they make new ad versions each week. Our team checks every draft, and nothing goes out until you approve it.

For CapOut, which turns insurance estimate PDFs into Xactimate files for roofers, we ran AI search, outbound and a new website. Its organic traffic grew 10x and its revenue nearly 5x. CabFare went from $0 to $20K in monthly recurring revenue in four months on video ads, outbound and a simpler first-run flow.

When a full-service demand generation agency fits better

Hire a full-service agency if you need many paid channels managed at once, including CTV and outdoor, run by a director of demand generation. The one agency on the first page that publishes prices sells that model from $26,000 a month. A full-service agency also fits when you want one firm to run strategy and every channel from the first month.

Growigami fits a team that wants one process running and proven before it adds the next. If you need a senior person to own the whole plan, see our fractional CMO page. For a side-by-side with one demand generation agency, read Growigami vs Refine Labs.

Talk to sales. Give us read access to your CRM, and within a week we show you the first process we would build and what it would produce.