The verdict in three sentences
For a Dublin supplier of precision machined, electronic or moulded parts selling to European OEMs and tier 1s, a lead generation quote should be judged on 5 to 15 buyer meetings a quarter, not on contact volume. The costliest traps are per lead pricing with no qualification definition, prospect data that cannot meet GDPR and 12 month commitments that should be brought down to 3 to 6 months. Get every definition in writing before signing.
Ballpark figures to compare against
The target audience is small: commodity buyers, supplier quality engineers and programme managers at OEMs and tier 1s in Germany, France, the UK and Central Europe. A good campaign reaches a few hundred named people.
| Item | 2026 market ballpark (Ireland) |
|---|---|
| Monthly management | 2,000 to 6,000 EUR |
| LinkedIn media budget | 2,500 to 8,000 EUR a month |
| Buyer meetings targeted | 5 to 15 a quarter |
| Reasonable commitment | 3 to 6 months, then monthly |
| Time to first meetings | 6 to 10 weeks |
| Cost per qualified meeting | 1,500 to 5,000 EUR all in |
The traps, line by line, and the clause to demand
| Trap | Typical quote line | Clause to demand |
|---|---|---|
| Undefined lead | 50 leads a month at 90 EUR each | Lead = named buyer or engineer at a target OEM or tier 1, role verified, meeting request |
| Bought data | Database of 10,000 automotive contacts included | Documented source and lawful basis for every contact, no purchased lists |
| Long lock-in | 12 month contract | 3 to 6 months, then monthly with 1 month notice |
| Unqualified meetings | Guaranteed appointments | Meeting with the right role, confirmed in writing, replaced if it does not happen |
| Captive ad account | Managed on our account | LinkedIn Ads account in the supplier's name |
| Vague reporting | Regular reporting | Weekly report: spend, accounts reached, meetings, cost per meeting |
| Ignoring trade shows | Always on campaigns | Calendar aligned with IAA, Automechanika and key OEM supplier days |
| Hidden tool fees | Tools excluded | List of tools, account holders and monthly costs |
Under GDPR, B2B prospecting can rely on legitimate interest in some cases, but the supplier must document a balancing test, inform contacts and honour objections. Ireland's ePrivacy rules add specific conditions for electronic marketing. Ask the vendor to explain its lawful basis in writing and check the Data Protection Commission's guidance.
Trade shows change the economics. LinkedIn campaigns aimed at target accounts 4 to 6 weeks before a major fair, with meeting slots offered at the booth, often produce meetings at a fraction of the usual cost.
Comparing three quotes on a common base
| Line | What you impose on every vendor |
|---|---|
| Target | 300 to 600 named buyers at 15 to 30 accounts |
| Channels | LinkedIn Ads, LinkedIn messages, email to compliant contacts |
| Goal | 10 meetings a quarter |
| Commitment | 6 months maximum |
| Reporting | Weekly |
| Ownership | Accounts and data in the supplier's name |
Kolonell's campaign setup is 152 EUR (100,000 FCFA). To get found on Google by buyers searching for a precision parts supplier in Ireland, Traffic Engine complements outbound with a weekly enquiry report.
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Illustrative example: Conor, sales director of an automotive parts supplier in Dublin, compares a quote at 90 EUR per lead for 50 leads a month, 4,500 EUR, with one at 3,500 EUR management plus 4,000 EUR media for 10 meetings a quarter. The first delivers 150 leads a quarter, but only 3 % turn into meetings, so 4 to 5 meetings for 13,500 EUR, about 3,000 EUR each. The second costs 22,500 EUR a quarter for 10 targeted meetings, 2,250 EUR each. Conor picks the second, on a 6 month term.
FAQ
Why refuse per lead pricing?
Without a written definition, a brochure download counts as a lead. Require role, target company and a meeting request, and pay per qualified meeting where possible.
Can we use a purchased contact list?
It is risky under GDPR if the source and lawful basis of each contact are not documented. Targeting 300 to 600 named buyers on LinkedIn is safer.
How many buyer meetings should we target?
A ballpark of 5 to 15 a quarter for a mid sized supplier. One nomination on a vehicle programme can be worth millions over its life.
Is a 12 month commitment justified?
Rarely. Three to six months is enough to judge cost per meeting, then monthly renewal with 1 month notice.
What belongs in the weekly report?
Spend, target accounts reached, meetings booked and cost per meeting. Six metrics are enough.
Get found by the customers looking for you. Start with a 100,000 FCFA visibility audit (about 152 EUR, deducted from setup if you start within 30 days), then a Traffic Engine plan sized to your markets, with a weekly enquiry report. Traffic Engine. WhatsApp +221 77 596 93 33.
Mohamed Bah
Fondateur, Kolonell
Passionate about digital and entrepreneurship in Africa, Mohamed has been helping Sénégalese businesses with their digital transformation since 2020. Founder of Kolonell, he believes every SME deserves a professional and accessible online présence.
