What founder-led B2B firms (£1m to £20m revenue; UK, EU and US) pay in 2025–26 for each outcome DockeryAI sells, compared outcome by outcome and feature by feature with the three options on the Tocharian deck. Every number links to its source. Method and caveats are at the end.
Bands are for the typical buyer in the target segment. "Low" is the cheapest credible provider, "Premium" is the senior or enterprise end. GBP figures convert USD at 0.78 where the source is American.
| Outcome | Low | Typical | Premium | Key sources |
|---|---|---|---|---|
| Go-to-market strategy sprint (2–6 weeks) | £5,000–£7,500 | £10,000–£15,000 | £15,000–£25,000+ | Fletch PMM ($10k/$20k/$30k by revenue band), Aventi ($19k), Inflection Studio (£10k+), GTM.quest, Beanstalk, Brendan Dell ($7.5k) |
| Fractional CMO / CRO oversight | £2,500–£4,000 / mo | £6,000–£13,000 / mo | £15,000–£20,000+ / mo | Primewise UK, GoFractional, Vendux survey, Fractional C-Suite EU |
| B2B website, 10–30 pages, custom, copy included | £8,000–£15,000 | £20,000–£45,000 | £60,000–£100,000+ | Bigfork UK, Clutch (avg $38k), Bootstrap Creative, Exogrow UK |
| SEO retainer (technical, content, links) | £500–£1,500 / mo | £1,500–£5,000 / mo | £5,000–£10,000+ / mo | Ahrefs survey (avg $2,917), SE Ranking survey, Clutch, Targeted SEO UK, Backlinko |
| AI-search visibility (GEO) retainer | £800–£2,000 / mo | £2,500–£8,000 / mo | £12,000–£40,000 / mo | WebFX, LLMReach, GTM 8020, SE Ranking (add-on avg $937) |
| Content retainer (articles, thought leadership) | £800–£2,000 / mo | £2,500–£12,000 / mo | £12,000–£30,000 / mo | Databox (avg $3,500), Column Five, Starr Conspiracy |
| LinkedIn-led social and founder ghostwriting | £800–£1,600 / mo | £2,000–£5,500 / mo | £6,500–£12,000+ / mo | Foundera guide, Postiz |
| Managed outbound (calling, email, LinkedIn) | £1,000–£3,000 / mo | £4,000–£8,000 / mo | £10,000–£15,000+ / mo | Sentrama UK (£5–11k), Air Marketing (£4–10k), Leadium, SalesHive, Belkins, Sopro |
| Price per qualified meeting | £40–£120 | £200–£470 | £470–£1,300+ | SalesHive, OutboundSalesPro (Clutch $550–1,700), b2bappointmentsetting.co.uk (£50–200) |
| GTM engineering (enrichment, AI SDR, CRM, attribution) | £1,500–£4,000 / mo | £4,000–£8,000 / mo | £8,000–£16,000 / mo | GTME Pulse survey (228 engineers, median $5–8k), Understory (from $12k), Cleanlist |
| Full-service growth retainer (strategy, SEO, content, social) | £2,000–£4,000 / mo | £4,000–£12,000 / mo | £12,000–£35,000 / mo | Whitehat UK (£1,967–£5,000), Mesmerise UK (£2,610–£6,750), Directive ($6.5k / $10–25k), Bay Leaf (from $5k), Kalungi ($45k) |
| DIY software stack (CRM, SEO+AI tools, site, social, outbound) | £450–£700 / mo | £1,600–£2,700 / mo | £2,500–£6,500 / mo with an AI SDR | HubSpot, Semrush One, Apollo, Sales Navigator, Hootsuite, 11x, AiSDR |
| Platform-plus-service hybrids | £700 / mo | £1,500–£3,100 / mo | £4,700 / mo | WebFX MarketingCloudFX ($875–$5,975) |
Budget context: B2B services firms spend about 9% of revenue on marketing (Deloitte/Duke CMO Survey, May 2025); large firms 7.7% (Gartner 2025); SBA rule of thumb 7–8%, 10–12% when growth-focused (via Chron). A £2m firm therefore has £10,000–£18,000 a month; a £10m firm £50,000–£90,000.
| Feature (customer outcome) | Option 1 · £1,500 | Option 2 · £3,000 | Option 3 · £5,000 | Market price for the same feature (typical) |
|---|---|---|---|---|
| A website built from the strategy, up to 30 pages | Included | Included | Included | £20,000–£45,000 one-off (Bigfork, Clutch, Bootstrap Creative) |
| Found in Google: SEO on every page, tracked monthly | Included | Included | Included | £1,500–£5,000 a month (Ahrefs, SE Ranking, Targeted SEO UK) |
| Found in AI answers: citations tracked and built (GEO) | Included | Included | Included | £2,500–£8,000 a month, or a £700+ add-on (WebFX, LLMReach, SE Ranking) |
| Articles, posts and outreach drafted in your voice | Drafted, you approve | Published for you | Published for you | £2,500–£12,000 a month content; £2,000–£5,500 social (Databox, Column Five, Foundera) |
| Your plan: buyers, message, numbers | — | Plan month included | Strategy Sprint, guaranteed | £10,000–£15,000 sprint (Fletch, Aventi, Inflection) |
| Every enquiry answered and followed up | Add-on £500 | Included | Included | Lead management inside £4,000–£12,000 growth retainers (Whitehat, Directive) |
| Reported monthly in enquiries, proposals and won work | Visibility only | Included | Included | Attribution/RevOps £4,000–£20,000 a month (GTME Pulse, RevOps pods) |
| 100 target accounts contacted by phone and email, meetings booked | — | Add-on £350 per meeting | Included | £4,000–£8,000 a month managed outbound; £200–£470 per meeting (Sentrama, SalesHive, Clutch) |
| Proven plays automated (qualification, enrichment, follow-up) | — | — | Included | £4,000–£8,000 a month (GTME Pulse median) |
| Senior oversight as the numbers move | — | — | Included | £6,000–£13,000 a month fractional CMO/CRO (Primewise, GoFractional) |
Each bar is the market band for the closest equivalent; the amber line is DockeryAI's price.
The earlier "+£2,000 outreach bolt-on" was withdrawn: it made option 2 plus the bolt-on cost the same as option 3, which is a pricing error. The add-ons below are taken from the two business plans' own catalogues (DockeryAI: lead handling, social automation, SEO/GEO, outreach; the strategy arm: founder personal brand, lapsed-customer reactivation, diagnostic, advisory days) and priced well below the market band for each.
| Add-on | Adds to | Price | Market | Why it makes sense |
|---|---|---|---|---|
| Every enquiry answered and followed up for you | Option 1 | +£500 / mo | Inside £4,000+ growth retainers; speed-to-lead services £400–£1,500 | The cheapest way to stop a found buyer going cold; bridges 1 toward 2 without buying all of 2. |
| Social media written and posted for you | Option 1 | +£300 / mo | £800–£1,600 low band | DockeryAI's own catalogue item (from $200); AI-produced, so the margin holds at £300. |
| Posts in your name on LinkedIn | Option 1 or 2 | +£500 / mo | £1,200–£2,700 typical ghostwriting | Founder authority is what the AI engines cite; the strategy arm's "founder personal-brand build" item. |
| Qualified meetings booked, per meeting | Option 2 | £350 each | £200–£470 typical; £470–£1,300 senior | Lets a firm try outreach without the option 3 commitment; priced at market so it never undercuts option 3. |
| A second market or buyer group | Option 2 or 3 | +£1,000 / mo | A second SEO/GEO retainer £1,500–£5,000 | Tocharian sells in Europe, North America and APAC; each market needs its own pages and questions. |
| A strategy day | Option 1 or 2 | £1,000 / day | £800–£1,800 fractional CMO day rate | The advisory line from the strategy arm, sold by the day for firms not on option 3. |
| Lapsed-customer reactivation campaign | Any | £1,000 one-off | Typically bundled in month one of a £4,000+ retainer | From the Growth Engine's month-one workstreams; fastest revenue in most firms, worth offering alone. |
tocharian-pricing-research.md
beside this file) and in the five agent reports.
| Source | What it gave |
|---|---|
| Ahrefs SEO pricing survey (439 SEOs) | SEO retainer averages: $2,917 overall, $3,209 agencies, $1,349 freelancers |
| SE Ranking SEO pricing survey (260 agencies) | 64% of retainers under $1,000; AI-overview add-on average $937 |
| Clutch SEO pricing · Clutch web design pricing | Average SEO retainer $3,199; average web project $38,105 |
| Backlinko SEO pricing | $1,000–$2,500 typical; $500–$5,000+ tiers |
| Targeted SEO UK | UK B2B SME sweet spot £2,500–£5,000 |
| WebFX GEO cost · LLMReach · GTM 8020 | GEO retainers $1,500–$50,000 by size; audits $500–$40,000 |
| Bigfork · Bootstrap Creative · Exogrow · Sunbytes | B2B website project bands, UK, US and EU |
| Databox · Column Five · Starr Conspiracy benchmarks | Content and full-service B2B retainer bands |
| Foundera ghostwriting guide · Postiz | LinkedIn ghostwriting and social management tiers |
| Sentrama · Nousu (Air Marketing) · b2bappointmentsetting.co.uk · Whistle | UK outbound and appointment-setting retainers and per-meeting prices |
| Leadium · SalesHive · Belkins · CIENCE · Sopro | US and UK managed outbound pricing |
| SalesHive pay-per-meeting · OutboundSalesPro | Per-meeting prices by seniority; Clutch $550–$1,700 average |
| The Bridge Group 2025 SDR report | ~21 meetings per SDR per month, 350+ companies |
| GTME Pulse agency pricing survey · Understory · Cleanlist AI SDR index | GTM engineering tiers; AI SDR pricing |
| Fletch PMM · Aventi Group · Inflection Studio · Brendan Dell · GTM.quest · Beanstalk | Strategy sprint prices and scope |
| Primewise · GoFractional · Fractionus (Vendux) · Fractional C-Suite | Fractional CMO, CRO and VP Sales rates |
| Whitehat · Mesmerise · Bay Leaf Digital · Directive · Kalungi | Full-service growth retainer price points, named agencies |
| HubSpot · Semrush One · Ahrefs · Apollo · Clay · Sales Navigator · Hootsuite · Webflow · WebFX MarketingCloudFX · 11x · AiSDR | DIY stack and platform-plus-service prices |
| Gartner 2025 CMO Spend Survey · Deloitte/Duke CMO Survey via Sword and the Script · SBA rule via Chron | Marketing budget as a share of revenue |