Most lead data pricing is deliberately hard to compare: per-record on one platform, per-seat on another, per-export somewhere else, with phone numbers sold separately at a price you find out at checkout. A single credit balance is easier to reason about, and the calculator exists to turn it into a monthly number.
What each thing costs
| What you get | Credits |
|---|---|
| A lead with a verified email | 1 |
| LinkedIn data, no email | 0.5 |
| A mobile number | 10 |
| A company follower | 1 |
| Company records | Free |
| All 50+ search filters | Free |
Two of those rows do the most work. Filters and company records being free means research costs nothing, you can build and rebuild a target list, check its size, and refine it twenty times before spending a credit. That is unusual, and it changes how you prospect: there is no reason to guess.
A mobile at 10 credits is the row that surprises people, and it is the honest one. Mobile numbers are expensive to source and verify. Ten emails or one mobile is a real trade, and for most sequences the ten emails are the better buy, which is exactly why the price should tell you so.
Four mixes of the same 12,000 credits
| Motion | Mix | What you get |
|---|---|---|
| Email-only outbound | 12,000 emails | 12,000 verified-email leads. Roughly 4,000 prospects a month through a 3-step sequence |
| Email + LinkedIn | 8,000 emails, 8,000 LinkedIn-only | 8,000 dual-channel prospects, at 1.5 credits each |
| Calling-led | 500 mobiles, 7,000 emails | 500 dialable prospects plus an email base. The mobiles are 42% of the balance |
| Competitor audience | 10,000 followers, 2,000 emails | A competitor’s full follower base, with emails on the best-fit 2,000 |
The calling row is the useful one to sit with. Five hundred mobile numbers consumes nearly half the balance, which is the correct signal: phone is a channel for accounts worth a rep’s time, not for volume. Buy mobiles for a scored shortlist, not for a segment.
Comparing against per-record pricing
Two things to normalise before any comparison is meaningful.
Are phone numbers included? Most per-record pricing quotes an email-only rate and sells mobiles separately at a multiple. Price the mix you actually need, not the headline record.
Is search free? If filters, exports or list-building consume allowance, your effective cost per usable lead is higher than the sticker rate, because a meaningful share of your spend goes on records you rejected. Free search means you only pay for the list you decided to keep.
The third factor is not about price at all: whether the data can be sequenced where it lives. Every export step adds latency, and on time-sensitive signals latency is the whole cost.
Sizing your own number
- Start from prospects per month, not credits. How many new people do you need in sequences? That figure times 1 (email) or 1.5 (email plus LinkedIn) is your base.
- Add mobiles for a shortlist only. Take your ICP-scored top tier and multiply by 10. If that number is uncomfortable, the shortlist is too long.
- Add a follower campaign as a one-off, not a monthly line. A competitor’s follower base is a fixed asset you pull once.
- Leave 15% headroom. Enrichment retries and a good month you did not plan for both come out of the same balance.
Next: the full credit-by-credit breakdown of what a lead costs, or what the sending side costs.
Frequently asked questions
How much does a B2B lead cost in credits?
One credit for a lead with a verified email, half a credit for LinkedIn data without an email, ten credits for a mobile number and one for a company follower. Company records and all 50+ search filters are free.
Why does a mobile number cost ten credits?
Mobile numbers are expensive to source and verify. The price is meant to tell you the trade honestly: ten emails or one mobile, and for most sequences the ten emails are the better buy.
What does free search change?
It means research costs nothing. You can build, size and refine a target list repeatedly before spending a credit, so you only pay for the list you decided to keep.
How do I compare this to per-record pricing?
Normalise two things: whether phone numbers are included or sold separately at a multiple, and whether search and exports consume allowance. Both usually make per-record pricing more expensive than the headline rate.
How many credits should I budget?
Start from new prospects per month, multiply by 1 for email-only or 1.5 for email plus LinkedIn, add ten credits per mobile for a scored shortlist only, and leave about 15% headroom.