Lead generation for US and Canadian businesses
Choose the handoff your sales team can work.
Vivin sells pipeline three ways: an accepted lead your team follows up on, a booked appointment your closer attends, or an outbound program tied to attributed contract value. This guide explains the billable unit, your workload, costs and what each model excludes so you can choose before you talk to us.
More ways we help: use the channel-by-channel plan for winning B2B clients, or arrange qualified buyer meetings around a trade show.
Three models, three billable units.
Each model charges for a different result. Pick the one that matches the work your team is set up to do.
| Pay-per-lead | Pay-per-appointment | Pay-per-close | |
|---|---|---|---|
| Billable unit | One accepted lead | One attended appointment (billable when held) | Attributed closed contract |
| Indicative cost | USD $15 to $500 per accepted lead | USD $100 to $500 per attended appointment | Up to 20% of attributed contract value, agreed per client, + USD $497/mo infrastructure |
| Setup fee | None | None | None (USD $497/mo infrastructure applies) |
| Your workload | Follow up, qualify, arrange meetings, close | Attend booked meetings, advise, quote, close | Your closer runs discovery, proposals and contracts |
| Replacements | Leads that fail agreed criteria are replaced | Wrong fit, invalid details, duplicates, cancellations. No-shows are not billed | Attribution disputes reviewed against the signed agreement |
| Best when | You can respond quickly to new inquiries | You have calendar capacity and want help with qualification and scheduling | Contract values support a success fee and your team can close |
All prices in USD. Ranges are planning estimates; the exact unit price is fixed in writing before launch. Prices reviewed periodically.
Decision sequence
Walk through it in order.
- Define your target buyer. Industry, geography, company size, job title and the need that makes someone worth talking to. This determines which models are available and what they cost.
- Assess your team's capacity. Pay-per-lead may fit when your team can promptly qualify and follow up on new inquiries, in a market with sufficient demand for your offer. Pay-per-appointment may fit when your closer has calendar availability and wants help with qualification and scheduling. If your contract values are high enough and you have a dedicated closer, pay-per-close may make sense.
- Check the economics. Use the cost calculator to test your unit economics. What is the maximum you can spend to acquire one customer and still be profitable?
- Review the handoff and exclusions. Read the lead agreement and see a sample handoff so you know exactly what arrives and what does not.
- Request a scope and price. Vivin quotes after reviewing your market, qualification and delivery requirements. No price is final until the campaign agreement is signed.
Unit economics
Know your numbers before you buy.
These formulas help you evaluate any lead generation quote. Plug in your own numbers; do not rely on industry averages.
Acquisition spend (pay-per-lead)
Per-customer acquisition spend (PPL) = total PPL spend in cohort / customers won from that cohort
Decomposition: net billable accepted leads x unit price = total spend. Add your team's internal sales and follow-up labor for full customer acquisition cost. Zero wins means undefined cost per acquisition, not zero cost.
Acquisition spend (pay-per-appointment)
Per-customer acquisition spend (PPA) = net appointment spend in cohort / customers won from that cohort
Booked-to-win conversion rate: attended / booked x won / attended (attended denominator must be nonzero), within the same completed cohort. Net appointment spend reflects invoiced attended meetings after any credits or replacement treatment specified in the agreement. Add your team's internal sales labor for full customer acquisition cost. Zero wins means undefined cost per acquisition, not zero cost.
Acquisition spend (pay-per-close)
Cohort acquisition spend = total attributed contract-value fees + USD $497 x active months
Per-customer acquisition spend = cohort acquisition spend / attributed customers won. Contract value is the fee basis; distinguish from cash received. Invoice timing, collection and renewals follow the signed agreement. Add your team's internal sales labor for full customer acquisition cost. Zero wins means undefined cost per acquisition, not zero cost.
Procurement checklist
What to confirm before signing any lead generation agreement.
- The exact billable unit (accepted lead, attended appointment or attributed contract)
- What qualifies and what does not, agreed in writing
- Exclusions: existing customers, territories, profiles you do not want
- Replacement policy and evidence requirements
- Volume expectations and monthly cap
- Delivery method (CRM, email, webhook, calendar)
- Dispute window and review process
- Term, notice period and renewal terms
- All fixed costs: setup fees, infrastructure charges, minimum spend
- Attribution rules (pay-per-close): window, contract-value basis, payment trigger
Read the lead agreement for the specific terms Vivin uses, and the compliance page for CASL, TCPA and do-not-call requirements in both countries.
Illustrative scenario
How the decision might play out.
(These are hypothetical model-specific cohorts with illustrative inputs, not identical cohorts, empirical results or a guarantee that one model is cheaper.)
A B2B software company wants to reach operations directors at mid-market manufacturers. Their average contract is USD $36,000 per year and their closer converts about one in four qualified meetings into a customer.
Pay-per-lead path: They might pay USD $150 per accepted lead. In a cohort of 40 net billable accepted leads, total PPL spend is $6,000. If five become customers, per-customer acquisition spend is $6,000 / 5 = $1,200 in lead spend alone. Add internal sales and follow-up labor for full CAC.
Pay-per-appointment path: They might pay USD $500 per attended appointment. In a cohort of 10 bookings under the agreement, 8 attended appointments make total appointment spend $4,000. If 2 become customers, per-customer acquisition spend is $4,000 / 2 = $2,000 in appointment spend alone. No-shows are not billed. Add internal sales labor for full CAC.
Pay-per-close path: In this illustrative agreed 20% maximum-rate scenario (public pricing remains up to 20%, agreed per client), they pay 20% of attributed contract value plus USD $497 per month for infrastructure. If the program runs six months and two contracts close at $36,000 each, cohort acquisition spend is (2 x $7,200) + (6 x $497) = $17,382. Per-customer acquisition spend is $17,382 / 2 = $8,691. The fee is based on contract value, not cash received; invoice timing and collection follow the signed agreement. Add internal sales labor for full CAC.
These numbers are hypothetical. Your market, qualification criteria and team will produce different results. Use the cost calculator with your own data.
Explore each model
Pay-per-lead
USD $15 to $500 per accepted lead
Pay-per-appointment
USD $100 to $500 per attended appointment
Pay-per-close
Up to 20% of attributed contract value + USD $497/mo
Full pricing page
All models with podcast-led growth side by side
Cost per lead calculator
Test unit economics with your own numbers
Resources hub
Workbooks, templates and planning tools
Lead generation by industry.
Each industry page shows which models we sell there, what we qualify and what your team receives.
Home services and property
Finance and insurance
Health and wellness
B2B and professional services
- Accounting firms
- Architecture and engineering firms
- Business brokerage and M&A advisory
- Commercial cleaning
- Corporate training providers
- Ecommerce service providers
- Fractional operations services
- HR and payroll providers
- Industrial suppliers
- Logistics and freight
- Management consultancies
- Marketing agencies
- Staffing agencies
Legal services
Automotive and local services
Selling to a small list of high-value accounts?
Build relationships with the people you want to reach. A client-hosted podcast creates a reason to connect, a useful conversation and original content your team can use to keep the relationship moving.
Ready to scope your program?
Tell us your industry, your buyer and what your team can handle. We will recommend a model and quote a price.
Vivin Facilitators Ltd., Ottawa, Ontario, Canada. Serving Canada and the United States.
Contact us
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Tell us who you want to reach and where. We will get in touch about the next step.
- ✓ A review of your audience and market
- ✓ Written scope and pricing once fit is confirmed
- ✓ Marketing updates only if you choose them
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