White label outbound for agencies means your agency sells outbound prospecting under its own brand while a partner supplies the system, and sometimes the delivery, behind you. At AGP this is the Partner stage: an Artemis Custom Install built under your brand, licensed for your clients, with training and a sales kit, and the option for AGP to serve those clients behind your brand. This guide explains how that works inside the AGP growth machine, how the fee model is structured and how to judge any provider.
Nerdy Joe is owned by Agency Growth Partners (AGP), so this is our own system and we are not neutral about it. We describe what AGP offers, then give criteria you can apply to any white label partner or to an in-house build. AGP does not publish prices, so you will not find any here.
This is stage 12 of 12 in our series. The previous stage covered outbound math for agencies, and the series loops back to the start with the agency ideal client profile for outbound.
Why agencies add outbound as a service line
Most marketing agencies sell traffic, brand or content. Their B2B clients still ask the same question every quarter: where are the sales conversations? Outbound answers that question directly, which makes it a natural add-on for agencies that already hold the client relationship.
The obstacle is the work. Running outbound well means data and list building, sending infrastructure, warmup, deliverability, copy testing, reply handling and booking, every day. Few agencies want to hire that team before they know clients will buy.
White label and licensed models close that gap. The agency keeps the client and the brand. The partner brings the system and, if needed, the operators.
The Partner stage at AGP
AGP runs a five-stage sequence: Advise, Build, Fill, Close and Partner. Partner is where AGP shares upside with an agency through revenue share, equity or a custom install. The custom install is the white label route.
What an Artemis Custom Install includes
Artemis Custom Install is available by application. It includes:
| Component | What it means for your agency |
|---|---|
| Private Artemis build | Your own instance of the system, under your agency's brand |
| License | The right to run it for your own clients |
| Training | Your team learns to operate it |
| Sales kit | Material to sell outbound to your clients |
Because it is Artemis, the install carries the same capabilities AGP uses on its own engines: a unified contact database with verification before anything sends, dedicated sending domains with SPF, DKIM and DMARC, mailbox warmup and inbox placement monitoring, signal-based personalization, synced email and LinkedIn, a unified reply inbox sorted by intent, booking with prep briefs, and a CRM and live dashboard. The full growth machine walkthrough covers each of those stages in order.
Two uses for one install
AGP describes two uses for a custom install:
- Grow the agency itself. Run outbound for your own new business, the same way AGP runs it for its clients.
- Resell outbound to existing clients. Package outbound as a new service line for clients who already trust you.
Many agencies start with the first use. Running outbound on your own pipeline is the best training for selling it to clients, because you learn the timeline, the reply patterns and the reporting firsthand.
Two ways to deliver to your clients
Once you resell outbound, someone has to run each client's program. With an Artemis Custom Install, there are two options.
Option A: Clients run it themselves
Some clients have a sales team that wants to operate outbound directly. The agency provides the system under its brand, sets up the program and trains the client's people. This suits clients with in-house SDRs and a strong operator on their side.
Option B: AGP serves them behind your brand
Other clients want it done for them. In that case AGP serves those clients behind the agency's brand, which is white label delivery. The client sees your agency, your reporting and your relationship. AGP's growth engineering team does the building, running and tuning underneath.
| Client runs it | White label delivery | |
|---|---|---|
| Who operates daily | The client's team | AGP, behind your brand |
| Who the client talks to | Your agency | Your agency |
| Your team's workload | Setup, training, support | Sales and account management |
| Best fit | Clients with in-house sales staff | Clients who want results without hiring |
Most agencies end up with a mix. The point is that one install covers both.
How the partner fee model works
AGP earns a royalty on Artemis-powered client revenue plus a monthly wholesale fee per white-label program. AGP does not publish the amounts, and terms are set by application.
In plain terms:
- Royalty. When your clients pay you for outbound powered by Artemis, AGP earns a share of that revenue.
- Wholesale fee. For each client program AGP runs behind your brand, AGP charges your agency a monthly wholesale fee.
- Your pricing. You set what your clients pay. Your margin is the difference between your price and the partner costs.
When you compare this to other providers, model your margin at realistic take-up, not best case. A royalty model ties the partner's income to your client revenue, while a flat wholesale fee is easier to forecast. Ask any provider how both behave when a client pauses or churns.
The 50-client example
AGP's custom installs page uses an illustrative example. A website and SEO agency has 50 B2B manufacturer clients. If 10 of them add outbound at the agency's own pricing, the agency gains a recurring service line without new hires.
Three things make that example work:
- The clients already exist. The agency is cross-selling to companies that trust it, not cold prospecting for a new service.
- The buyers fit outbound. B2B manufacturers sell to definable buyers, which suits targeted lists and signal-based messaging.
- Delivery does not need new staff. White label delivery or client-run programs keep the agency's headcount flat.
AGP notes that pricing and take-up vary. Treat 10 out of 50 as an illustration, not a forecast. Your own take-up depends on how well your clients fit outbound and how clearly you sell it.
Run the example on your own book
- Count your B2B clients whose buyers can be named by title, industry and company size.
- Estimate how many would pay for pipeline, not just traffic.
- Decide your monthly price and minimum term.
- Subtract partner costs at that volume.
- Check whether your account managers can handle the extra reporting.
Our outbound math guide shows how to estimate what each client program might produce, so you can set expectations before you sell.
The four engagement models, side by side
Custom Install is one of four ways AGP works with agencies. Not every agency needs a license, so it helps to see the full menu.
| Model | Who runs Artemis | How it is paid (no prices published) | Best fit |
|---|---|---|---|
| Done-for-you Retainer | AGP, monthly | Monthly retainer | Agencies that want pipeline without operating anything |
| Setup + Done-for-you | AGP | Setup, then mostly paid when the agency wins | Large retainers and long sales cycles |
| Setup + DIY Build and Release | Your team, after AGP builds and trains | Setup engagement | Agencies with people who want to own the engine; can move to done-for-you later |
| Artemis Custom Install | You, under your brand, or AGP behind your brand | Royalty plus wholesale fee per white-label program, by application | Agencies that want outbound as a service line for clients |
A common path is to start with a retainer or setup model for your own pipeline, then move to a custom install once you want to sell outbound to clients.
Minority equity partnership
Separate from the four models, AGP takes a minority equity stake in select agencies, by application. This is part of the Partner stage and reflects AGP's positioning of "partners, not vendors."
Equity is not right for most agencies. It fits founders who want a long-term growth partner in the business and are comfortable sharing ownership. If you are only looking for outbound delivery, one of the four models above is the simpler choice.
How to judge any white label outbound provider
Whether you choose AGP, another partner or an in-house build, use this checklist. Our general lead generation agency checklist covers broader vetting questions.
Protection for your clients
- [ ] Client main domains are never used for cold email.
- [ ] Every sending domain has SPF, DKIM and DMARC set up.
- [ ] Mailboxes are warmed before launch and monitored daily.
- [ ] Every address is verified before it is sent to.
- [ ] Unsubscribes are honored automatically across all mailboxes.
Brand and control
- [ ] Reporting and dashboards show your brand, not the partner's.
- [ ] You can see every client program's numbers in one place.
- [ ] Copy can be held for human review before it sends.
- [ ] You own the client relationship in writing.
Commercial terms
- [ ] Fees are clear for both client-run and white label programs.
- [ ] You know what happens to domains, data and records if a client or the partner leaves.
- [ ] Minimum terms match what you can sell to clients.
- [ ] There are no promises of guaranteed meetings. Honest providers do not make them.
If a provider cannot answer the domain and data ownership questions clearly, walk away.
Who white label outbound is not for
- Agencies whose clients sell to consumers. Outbound fits B2B buyers you can name.
- Agencies that cannot sell what they have not used. If you have never run outbound on your own pipeline, start there.
- Agencies looking for a quick add-on margin. Outbound takes about 3 to 4 weeks to launch per program, and results build over months. Clients who expect meetings next week will churn.
- Agencies without account management capacity. Even with white label delivery, someone at your agency owns the client conversation.
For these agencies, a done-for-you model on your own pipeline or a simple referral arrangement may fit better.
Where this fits in the machine
The Partner stage is the end of the sequence and the start of the next loop. Everything upstream, from strategy and data through sending, replies, booking and the CRM, dashboard and closing, becomes something your agency can run for its own clients. Read how AGP's growth machine works for the full picture, stage by stage.
Want this built for your agency?
If you are weighing outbound as a new service line, or want to know whether a custom install makes sense for your client base, we can look at your book together. Book a call with David and bring a rough count of your B2B clients.
Sources
- Agency Growth Partners, home: https://agencygrowth.partners/
- Agency Growth Partners, Custom Installs (license, white label delivery, fee model, 50-client example): https://agencygrowth.partners/custom-installs
- Agency Growth Partners, Services (engagement models, minority equity): https://agencygrowth.partners/services
- Agency Growth Partners, Artemis: https://agencygrowth.partners/artemis
- Agency Growth Partners, About: https://agencygrowth.partners/about
Frequently asked questions
What is white label outbound?
White label outbound is outbound prospecting (data, cold email, LinkedIn, reply handling and booking) delivered by a partner but sold and presented under your agency's brand. Your clients buy it from you, and the partner does some or all of the fulfillment behind the scenes.
Can a marketing agency resell cold email to its clients?
Yes. Many SEO, web and paid media agencies already have B2B clients who need pipeline. Reselling outbound lets the agency add a recurring service line, as long as the delivery partner protects those clients' domains and reputation.
Do my clients have to know a partner is involved?
In a white label arrangement, delivery runs behind your brand, so clients deal with you. Check your own client contracts and local rules, and be honest if a client asks who does the work.
How do white label outbound partners usually get paid?
Models vary. Common structures include a wholesale fee per program, a revenue share or royalty on client revenue, or a mix. AGP uses a royalty on Artemis-powered client revenue plus a monthly wholesale fee per white-label program, and does not publish prices.
Should my agency build outbound in-house instead of white labeling?
Build in-house if you have the people to run data, deliverability, copy and reply handling every day, and enough clients to keep them busy. White label or a licensed install makes sense when you want the service line before you have the team.
What is the biggest risk in reselling outbound?
Damaging a client's main domain or brand with careless sending. Insist that client main domains are never used for cold email, every address is verified, and you can see deliverability per mailbox.