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Growth strategy

B2B lead generation

B2B lead generation works in two parts. Strategy decides which buyers to reach, with what offer and through which channels. Delivery builds and runs it. ether. is a growth firm based in Toronto that does both. An ICP Playbook is C$2,000 and an outbound engine is C$2,600.

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Options and prices

B2B Lead Generation pricing

Before tax. Use the CAD, USD and EUR switch at the top of the page.

Sales + GTMBuild
ICP Playbook

How to reach one buyer for one offer: segments, buying triggers, channels, message by buyer, offer, list sources and compliance limits.

C$2,000once
Sales + GTMBuild
Outbound Engine

Verified target list, email and LinkedIn sequences, call scripts and CRM setup, ready to run.

C$2,600once
Ad CreativeBuild
Lead Magnet

A guide, checklist, white paper or webinar worth a form fill, with a gated landing page and follow up email.

C$1,300once
Sales + GTMBuild
Prospect List x100

100 verified decision maker contacts with company signals.

C$350/ 100 contacts
Sales + GTMBuild
Enablement Kit

One pager, pitch deck, proposal template and leave behind in one voice.

C$1,700once
Sales + GTMBuild
Event Playbook

Pre show outreach, booth messaging, meeting targets and follow up sequence.

C$850/ event
Sales + GTMBuild
Sales Coaching x4

Four sessions for founders or SDRs: discovery calls, objection handling, follow up.

C$1,300/ package
Paid MediaBuild
Trade Media Plan

Plans and buys trade publication and display media for brand reach in a specialist market.

C$1,100/ plan

Situations we handle

Sound familiar?

  • Our brokerage sells cannabis coverage and needs to reach the business owners who need it.

    An ICP Playbook maps the segments (licensed producers, retailers, processors), their buying triggers, the channels that reach them and the message for each, then we build the outbound and content to match.

  • We need more qualified leads at the top of the funnel.

    Gated content such as a white paper, guide or webinar, promoted on LinkedIn and followed up by email.

  • Our team has no prospecting system.

    An outbound engine: verified target list, email and LinkedIn sequences, call scripts and CRM setup.

Who it is for

  • B2B firms relying on referrals alone
  • Insurance, financial and professional services
  • Teams with no prospecting system

Not the right fit for

  • Businesses that want bought email lists blasted

What is included

  • Strategy: segments, buying triggers, channels, message by buyer, offer and list sources
  • Delivery, chosen from the playbook: outbound sequences, gated content, paid lead forms, email follow up
  • CRM setup so every lead has a source
  • Sales materials in one voice
  • Target accounts uploaded as LinkedIn ad audiences
  • Prospect questions passed to your content plan

What you will see, and when

Most playbooks take two weeks. Outbound systems are ready to run in three. All email follows Canada's anti spam law.

Connectors

How it connects to the rest

Each service is one part of a larger growth pipeline, and passes something useful to your search, ads, tracking and sales outreach.

Part of B2B Pipeline.

  • Paid

    Sequences link to landing pages built to convert and to rank.

    Landing Pages
  • Search

    Questions prospects ask on calls become content and FAQ answers.

    SEO + AI Search Content
  • Paid

    Target accounts are uploaded as LinkedIn audiences so they see your ads before your email.

    LinkedIn Ads
  • Tracking

    Every reply, meeting and deal is tracked to its source in the CRM.

    GA4 + Conversion Tracking

Process

How it works

  1. Playbook

    Who to target, why now, and how.

  2. Build

    Lists, sequences, content and CRM.

  3. Launch

    First campaigns run with you.

  4. Optimize

    Weekly review of replies, meetings and pipeline.

Questions

B2B Lead Generation questions

How much does B2B lead generation cost?

At ether., an ICP Playbook is C$2,000, an outbound engine build is C$2,600, a lead magnet with landing page is C$1,300, and prospect lists are C$350 per 100 verified contacts.

Do you generate leads or build the system?

Both. The playbook sets the plan. We can build and run delivery, or hand it to your team.

Is cold email legal in Canada?

Canada's anti spam law allows some business outreach under specific conditions. Every sequence we build follows those rules.

Related services

Talk to us about B2B Lead Generation

We reply within one business day. Or call 647 986 7331.

Start a conversation

See an example of this work
Read: Cold email outreach: how to build a system that books meetings