Belkins vs Martal Group (2026): Full Agency Comparison

Belkins vs Martal Group is one of the most common comparisons in B2B lead generation buyer research right now, and for good reason. Both agencies sit in the upper tier of the appointment-setting and demand-generation market, both serve mid-market and enterprise B2B sellers, and both have built reputations strong enough that they appear on almost every "top B2B lead gen agency" list published in the last three years.

The differences matter, though, especially for buyers who are choosing between them and trying to figure out which one fits their team, their offer, and their growth goals in 2026. We have looked at how each agency operates, what their pricing models look like, what their deliverables are in practice, and where each one wins or struggles. We also include where a different model entirely (a system orchestrator that builds and hands over the outbound machine) fits in this picture, because that is the path many buyers eventually choose.

What Belkins Does

Belkins is a Ukrainian-American B2B lead generation agency, founded in 2017, that focuses on appointment setting and email outreach for mid-market and enterprise sellers. Their core service is a managed cold email and LinkedIn outreach engagement where they handle the full workflow: ICP definition, list building, copywriting, sending infrastructure, reply handling, and meeting booking.

They have grown into one of the most recognizable agencies in the space, with a large client roster across SaaS, professional services, manufacturing, healthcare, and finance. They publish case studies regularly, run a content engine, and have built strong brand awareness compared to the average lead gen agency.

What you get with Belkins:

- Dedicated account manager and SDR team - ICP and audience research - Email infrastructure setup and management - LinkedIn outreach - Copywriting and sequence design - Reply handling and qualification - Meeting booking into your calendar - Monthly reporting

Belkins typically operates on a monthly retainer model, with engagement sizes that scale based on the number of campaigns and outbound volume. Pricing is not public, but mid-market engagements are commonly in the $5,000 to $9,000 per month range, with enterprise engagements running higher. They generally require a 3 to 6 month minimum commitment.

Best for: Mid-market and enterprise sellers who want a managed appointment-setting engagement run by a senior team and who are comfortable with a multi-month retainer model.

What Martal Group Does

Martal Group is a Canadian B2B lead generation and sales-as-a-service agency, founded in 2009, that focuses primarily on the technology, SaaS, and IT services verticals. Their model is broader than pure appointment setting: they offer outbound campaigns, account-based marketing, sales development as a service, and lead nurturing across email, LinkedIn, and phone.

Where Belkins is concentrated on appointment setting, Martal Group is closer to a full outsourced sales development department. They will handle the top of the funnel from list to qualified handoff, and many engagements include a fractional VP of sales or strategy oversight as part of the package.

What you get with Martal Group:

- Dedicated SDR team - Multi-channel outreach (email, LinkedIn, phone) - ICP definition and account-based campaign strategy - Content and lead nurturing in some packages - Lead qualification and handoff to your sales team - CRM integration and reporting - Sales operations and strategy support

Martal Group also operates on a monthly retainer, with pricing typically starting around $7,500 to $9,000 per month for their standard package, climbing higher for enterprise or multi-region engagements. They commonly require a 3 to 12 month commitment depending on the scope.

Best for: Tech, SaaS, and IT services companies that want a multi-channel sales development engagement and are looking for an external partner to behave like an extension of an internal sales team.

Side By Side: Belkins vs Martal Group

How Belkins And Martal Group Are Similar

Both agencies operate in essentially the same business model, even if their service depth differs. They are both:

- Retainer-based. You pay monthly. The agency owns the work and the infrastructure they build for you. - Service-heavy. Both put real humans on your account, with dedicated managers, SDRs, and copywriters. - Mid-to-enterprise focused. Neither is a great fit for early-stage B2B sellers under $5K monthly budget. Their unit economics require larger engagements. - Multi-touch. Both run sequences across multiple channels and over multiple weeks, not single-touch campaigns. - Reporting-oriented. Both provide monthly campaign reporting with metrics around volume, replies, and meetings. - North American operations. Both have a strong presence in North American markets, with some EU and APAC capacity.

If you are choosing between them on those dimensions, the choice will not feel sharp. The differences come from a few specific places.

Where Belkins Is The Better Pick

Single-channel email focus done well. Belkins runs email outreach as a primary channel with deep operational discipline. If your goal is "fill our calendar with discovery calls" and your motion is mostly email-driven, Belkins is one of the more reliable executors in the market.

Brand recognition and case study depth. Belkins publishes a steady stream of case studies and has been cited in industry rankings for years. If you need internal stakeholder buy-in on hiring an external agency, the brand strength helps.

Senior team handling. Belkins puts senior strategy and copy people on accounts. The deliverable quality reflects that.

Where it can be limiting:

- The retainer is real, and you do not own the sending infrastructure they build for you. If you leave, you start over. - The model assumes you are buying booked meetings, not a sales motion. If you need a fuller funnel partner, Martal Group is closer to that. - Pricing can climb, and the minimum commitment is hard to negotiate down.

Where Martal Group Is The Better Pick

Full sales development as a service. Martal Group is closer to an outsourced SDR department than a campaign agency. You get email, LinkedIn, and phone, plus lead nurturing and qualification.

Tech and SaaS specialization. Their book of business and operational playbooks lean heavily into tech and SaaS sellers. If your ICP is in those verticals, the team has run the motion you are running.

Strategy depth. Engagements often include senior strategy oversight, including fractional VP of sales support in some packages. Useful for sellers without a strong internal sales leader.

Where it can be limiting:

- More expensive and longer-term commitment than Belkins on average. - The breadth of the service can dilute focus. Some clients find the outbound execution takes a back seat to strategy and ABM layers. - Same ownership model as Belkins. The infrastructure they build for you stays with them.

The Third Path: Build And Own The System

Both Belkins and Martal Group share the same underlying assumption: the agency builds the outbound system, runs it for you, and you pay them monthly to keep it running. The day you stop paying, the system stops running, and you do not own the parts.

That model works for buyers who want a fully outsourced relationship and who are happy to keep the engagement open indefinitely. For buyers who want to eventually own and run their own outbound motion, or who want the leverage of being able to walk away cleanly, the agency model creates a long-term dependency that is sometimes uncomfortable.

The alternative is a system-orchestrator model. We build the full outbound system, including infrastructure (sending domains, mailboxes, warm-up history, sender reputation), copy, sequencing, reply handling, and the orchestration layer across 20+ tools. The client owns everything we build. We run it for them, but if they ever decide to bring it in-house or switch partners, they take the entire machine with them.

The pricing is closer to Belkins than Martal Group on average. The accountability is sharper because we run a free pilot first to prove the system works for the specific offer, and we tie billing to performance after that. The output is closer to what Belkins produces (booked meetings) but with the ownership and exit terms that neither agency offers.

This is not the right model for every buyer. Some buyers genuinely want a full hands-off agency relationship and do not care about owning the infrastructure. For them, Belkins or Martal Group is the right call. For buyers who want results plus ownership plus accountability, the third path is worth seeing.

Pricing And Contract Terms In Detail

Neither Belkins nor Martal Group publishes pricing publicly, but the patterns we have seen from buyers comparing them in 2026 look like this:

Belkins: $5,000 to $9,000 per month for mid-market engagements. Larger and multi-region engagements climb into the $10,000 to $15,000+ range. 3 to 6 month minimum commitment is standard. Onboarding fee may apply.

Martal Group: $7,500 to $12,000 per month for the standard sales-as-a-service package. Larger engagements with multi-region or ABM components climb higher. 3 to 12 month minimum commitment depending on scope.

Both will negotiate, especially for longer commitments. Neither is the cheapest path to outbound, but cheap is not what either agency is trying to be.

Performance And Results

Both agencies publish case studies showing strong outcomes. Real results in this category vary widely based on the buyer's offer, list, and ICP, not the agency. The agencies are roughly equivalent on quality of execution. The difference in results between two clients of the same agency is usually larger than the difference between Belkins and Martal Group running the same offer.

Realistic outcomes from either agency, with a strong offer and clean ICP, look like:

- 1 to 3% reply rate on cold email - 15 to 50% positive reply rate inside total replies - 5 to 20 booked meetings per month at mid-market engagement size - Pipeline that takes 2 to 4 months to mature into closed revenue

If a client comes to either agency with a weak offer or a poorly defined ICP, results will underperform. Neither agency can fix the underlying offer-market fit problem, and both will tell you (good ones, anyway) when that is the issue.

Common Buyer Questions

Which agency is more expensive? Martal Group is typically more expensive at the entry tier, but the comparison narrows at the enterprise tier where both run similar pricing.

Which agency books more meetings? Both can book strong volume. The decisive variable is the offer, not the agency. Equal offers with equal lists tend to produce similar volumes.

Can I leave easily after the minimum term? Both will let you off-ramp, but neither hands you the infrastructure they built. Plan for a transition cost on either side.

Do they work with small businesses? Generally not. Both target mid-market and up. Companies under $5K monthly outbound budget will find neither agency a great fit on unit economics.

What if I want to keep the system after the engagement ends? You cannot, with either agency. If ownership matters to you, look at a system-orchestrator model instead.

Ready To See What Outbound Looks Like When You Own It?

Belkins and Martal Group are both strong agencies. If the agency model is what you want, either is a defensible pick depending on your channels and depth.

If you want a system that compounds month over month, that you keep when the engagement ends, and that pauses billing when targets are missed, that is what we built LeadHaste to do. The free pilot proves the model works for your offer first, then we run it.

Book your free pilot →

See our case studies for what compound outbound looks like over the first 6 months of an engagement.