Air Marketing Group

What Air Marketing Group does

Air Marketing Group Limited is a privately-held UK B2B sales and lead generation agency headquartered in Exeter, founded in 2015 by Owen Richards and Richard Forrest (the latter also chairing the Australian sister company Forrest Contact, which supports APAC delivery). The company operates as an outsourced sales partner for UK and EMEA businesses, providing dedicated outsourced SDRs, lead generation, appointment setting, inside sales, multilingual telemarketing, inbound call handling, and event booking, supplemented by a certified HubSpot Partner practice for CRM and RevOps work, and the Air Sales Academy for sales training (launched June 2023, opened externally thereafter).

The operating model is services-led rather than platform-led: pricing is quote-based on multi-year contracts, with no public tiers and no external API; revenue is generated on professional services and managed services lines. The underlying technology stack is anchored on HubSpot CRM, with Connex One used internally, plus MailChimp, Google Analytics, Hootsuite, and a Lead Forensics partnership for IP-based visitor identification; a proprietary ROI Calculator is used in pre-sales. Roots to Market, a marketing/demand-gen subsidiary created in 2018, was merged into Air Marketing in September 2022 to create the current full-stack structure.

Customers include enterprise names such as E.ON, Johnson Controls, Shopify, Barclaycard, Dunelm, npower, EVRI, GoCardless, Rakuten, and Funding Circle (an eight-year relationship accounting for roughly half of Funding Circle's outbound results), alongside SaaS and scale-up clients including CharlieHR, Colossyan, QA Higher Education, and Granter. The team of 80+ specialists, led by Founder & CEO Owen Richards with a board including Commercial, Operations, Finance, HR, and a Non-Executive Director, relocated to new hybrid-friendly headquarters on Exeter's Historic Quayside in April 2025. The company has grown organically with no external institutional funding.

Name

Air Marketing Group

Legal name

Air Marketing Group Limited

Website

https://air-marketing.co.uk

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

51–100 employees

Short description

Air Marketing Group is a privately-held UK B2B outsourced sales and lead generation agency headquartered in Exeter, providing dedicated SDRs, appointment setting, multilingual telemarketing, RevOps/HubSpot services, and sales training (Air Sales Academy) to enterprise and scale-up clients across the UK and EMEA.

Ownership category

akta.pro rank

Product category

Outsourced B2B Sales and Lead Generation Services

NAICS

Advertising Agencies (541810)

SIC

Services-Advertising Agencies (7311)

akta.pro primary industry

Appointment Setting & Sales Development (SDR/BDR) Services (BPAFAKAD)

akta.pro secondary industries

B2B Appointment Setting & SDR/BDR Outsourcing (BPAAADAA), B2B Demand Generation & Lead Nurture Agencies (BPAFAKAA), Telesales & Inside Sales Outsourcing (B2B/B2C) (BPAAADAE)

Keywords

• Outsourced sales services
• B2B lead generation
• Appointment setting
• Sales development representatives
• Multilingual telemarketing

Headquarters

HQ city

Exeter

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Outsourced SDR Services: Dedicated sales development representatives provided as service to clients, functioning as extension of their sales team
2. Lead Generation & Appointment Setting: Outbound campaigns generating qualified leads, meetings and pipeline for clients across various industries
3. Multilingual Telemarketing: Telemarketing services across multiple languages supporting EMEA expansion for clients
4. Inside Sales & Revenue Operations: Sales support, HubSpot optimisation, RevOps consulting and sales process improvement services
5. Air Sales Academy: In-house sales training platform providing cutting-edge sales training for BDEs, SDRs and external organisations

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels12 records

Core offering

Air Marketing Group provides outsourced B2B sales and lead generation services, functioning as an extension of clients' sales teams. Core offerings include dedicated outsourced Sales Development Representatives, appointment setting, end-to-end lead generation, inside sales, multilingual telemarketing for EMEA expansion, inbound call handling, event booking, and sales process audits. The Air Sales Academy, launched June 2023, adds structured sales training as a separate paid offering.

Product overview

Air Marketing Group is a single-product outsourced B2B sales and lead generation agency (not a platform-plus-modules architecture). The company offers a unified portfolio of human-led sales services, primarily Outsourced SDRs and Lead Generation as core offerings, supplemented by Appointment Setting, Inside Sales, Multilingual Telemarketing, Inbound Call Centre, Event Booking, and Sales Process Assessment & Audit services. A HubSpot Partner designation enables them to deliver CRM-integrated and RevOps-enabled campaigns. The Air Sales Academy (launched June 2023) provides sales training as a separate offering. Roots to Market (2018) and its subsequent merger (2022) expanded capabilities into marketing and demand generation, now integrated into the unified offering. The ROI Calculator serves as a supporting tool for prospect qualification.

Differentiator

Problem solved

Functional benefit

Products and services

• Outsourced SDRs
• Lead Generation
• Appointment Setting
• Inside Sales
• Multilingual Telemarketing
• Inbound Call Centre
• Event Booking
• HubSpot Partner Services
• Sales Process Assessment & Audit
• Air Sales Academy

Quantifiable outcome

• £28m pipeline delivered for Johnson Controls in 6 months
• +5 more outcomes

Named customers22 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

Feature3 records

Partnerships

Four partnerships are on record, tiered core and strategic.

• Forrest Marketing Group (Forrest Contact)coreStrategic or Co-development PartnerSister company relationship with Forrest Marketing Group (now Forrest Contact), founded by Richard Forrest who co-founded Air Marketing with Owen Richards. Forrest Contact manages APAC delivery enabling Air to offer global reach to clients. Relationship established when CEO Owen Richards joined Forrest in 2008 in Australia.
• HubSpotcoreTechnology or IntegrationCertified HubSpot Partner providing CRM integration, RevOps optimisation and marketing automation services. Air Marketing leverages HubSpot platform for client campaigns including data integration, deal routing, forecasting and marketing-sales alignment.
• Lead ForensicsstrategicStrategic or Co-development PartnerStrategic partnership for IP address tracking and visitor identification technology. Air Marketing's New Business Manager leads strategic partnership growth with Lead Forensics.
• Roots to MarketcoreStrategic or Co-development PartnerMarketing and demand generation subsidiary created in 2018 to offer combined sales and marketing services. Merged with Air Marketing in September 2022 to create full-stack sales and marketing agency.

Scale indicators9 records

Recent moves9 records

Expansion highlights5 records

Direct peers

• Martal Group: B2B lead generation and outsourced SDR agency specialising in SaaS and tech clients; comparable in outbound SDR model and multilingual capabilities to Air Marketing.
• Belkins: Outsourced B2B lead generation and appointment setting agency serving SaaS and B2B clients with SDR-as-a-service, very similar core offering to Air Marketing's outsourced SDR and lead generation services.
• DemandGen International: B2B demand generation and lead nurturing agency offering multi-channel campaign execution similar to Air Marketing's lead generation and appointment setting services.
• Cience Technologies: Outsourced SDR and B2B lead generation provider with combined human-led outbound and sales technology stack; directly competes in the same outsourced sales services category.
• Operatix: UK- and EU-headquartered B2B sales pipeline generation agency specialising in tech and SaaS clients; very close geographic and offering match to Air Marketing.
• Sales Renewal: Outsourced SDR services and inside sales firm focused on B2B appointment setting and lead generation; directly comparable in service mix and target buyer to Air Marketing.

Others

• Lead Forensics: Website visitor identification and IP-tracking technology partner of Air Marketing; adjacent infrastructure provider that enables B2B lead generation workflows rather than a direct competitor.

Broad incumbents

• RAIN Group: Global sales training and consulting firm; adjacent to Air Marketing's Air Sales Academy offering and broader sales consulting, but operates more in training/consulting than outsourced execution.
• Marketstar: Large, established outsourced sales and marketing services firm operating across multiple geographies and verticals; broader portfolio but directly overlaps with Air Marketing's outsourced sales / lead generation services.

Emerging players

• Cognism: B2B sales intelligence and prospecting data provider; not a direct services peer but a complementary/commercial-adjacent player whose AI-enabled prospecting tools compete with the upstream activities Air Marketing performs on behalf of clients.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCwfUgriKNj5_B3Qv7OJdgcA
• Facebookfacebook.com/airmarketing
• LinkedInlinkedin.com/company/10446271
• Instagraminstagram.com/airmarketinggrp
• TikToktiktok.com/@airmarketinggrp
• Xx.com/airmarketinggrp

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles17 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Air Marketing Group