J2 Group
J2 Group is a privately held B2B lead generation agency founded in 2019 in Melbourne, Australia, offering personalised outbound campaigns, managed SDRs, appointment setting, and telemarketing services to enterprise and mid-market B2B clients across financial services, energy, technology, and other verticals, with offices in Melbourne and New York.
- Company typePrivate
- Founded2019
- HeadquartersMelbourne, Australia
- Headcount11–50
- GTM typeB2B
- OfferingServices
What J2 Group does
J2 Group Consulting Pty Ltd, trading as J2 Group, is a privately held B2B lead generation agency founded in 2019 by Jesse Kelly and headquartered in Collingwood, Melbourne, Australia. The company operates as a managed-services agency delivering four interrelated service pillars — Highly Personalised Lead Generation, Managed Sales Development Reps (SDRs), Appointment Setting, and Professional Telemarketing — supported by a dedicated Head of Data function and a Head of Personalisation/QA team. Its proposition centres on data-driven, multi-channel outbound campaigns (email, telemarketing, appointment setting) with reported client outcomes including 70-79% email open rates, 25-110 leads per month, 50-70 meetings booked per month, and up to 1,300% ROI per campaign.
The company targets B2B organisations ranging from growth-stage startups to large enterprises across financial services, insurance, energy, real estate, food & beverage, technology, and marketing verticals, with a publicly disclosed customer set including GoCardless, Money Quest, Worldline, Aon, Shell, Koala, Mr Yum, ConnectOS, and Pericus Ventures. J2 Group is bootstrapped and founder-controlled, with no disclosed external funding or institutional investors, and has scaled to 20+ team members across sales development, account management, data, and engineering functions. Geographic presence has expanded beyond Melbourne with a New York business development office under Baltasar Couget.
Revenue is generated primarily through recurring monthly managed-services contracts on a quote-based pricing model, complemented by initial strategy and onboarding consulting. Go-to-market is sales-led via direct outreach (phone, contact form), supported by content marketing (blog), SEO, an interactive ROI Calculator hosted at calculator.j2group.com.au, and active social channels on LinkedIn, Instagram, and Facebook. Marketing and analytics infrastructure relies on standard third-party tools including Google Analytics, AdRoll, LinkedIn, and Facebook Pixel.
J2 Group firmographics
Firmographics- Name
- J2 Group
- Legal name
- J2 Group Consulting Pty Ltd
- Website
- https://j2group.com.au
- Company type
- Private
- Founded year
- 2019
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- J2 Group is a privately held B2B lead generation agency founded in 2019 in Melbourne, Australia, offering personalised outbound campaigns, managed SDRs, appointment setting, and telemarketing services to enterprise and mid-market B2B clients across financial services, energy, technology, and other verticals, with offices in Melbourne and New York.
- Ownership category
- akta.pro rank
J2 Group industry classification
Industry- Product category
- B2B Lead Generation Services
- NAICS
- Telemarketing Bureaus and Other Contact Centers (561422), Direct Mail Advertising (54186), All Other Business Support Services (561499)
- SIC
- Services-Direct Mail Advertising Services (7331)
- akta.pro primary industry
- B2B Demand Generation & Lead Nurture Agencies (BPAFAKAA)
- akta.pro secondary industries
- B2B Appointment Setting & SDR/BDR Outsourcing (BPAAADAA), Outbound Lead Generation & Prospecting (BPAAADAB)
Keywords
Where J2 Group is headquartered
LocationHeadquarters
- HQ city
- Melbourne
- HQ country
- Australia
- HQ region
- Oceania
Offices2 records
Markets served
J2 Group business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Managed Lead Generation Services: Recurring professional services revenue from providing B2B lead generation, SDR management, appointment setting, and telemarketing services on an ongoing basis. Clients engage J2 Group for continued campaign management and optimisation.
- Consulting & Strategy Services: Initial strategy development and consultation services for tailoring lead generation approaches to client needs. Part of the onboarding process with kick-off meetings.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Custom quote-based pricing tailored to client needs |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels6 records
J2 Group product offering
Product offeringCore offering
J2 Group operates as a B2B lead generation agency providing outsourced sales development, appointment setting, and telemarketing services. The company runs personalised multi-channel outbound campaigns on behalf of B2B clients, handling prospecting, lead qualification, and pipeline generation as a managed service. Operations are delivered by an in-house team of SDRs, account managers, and client success staff from Melbourne and New York.
Product overview
J2 Group operates as a B2B lead generation agency offering a portfolio of interconnected outbound sales services. The core offering consists of four main service pillars: Highly Personalised Lead Generation (the foundational approach emphasizing tailored outreach), Managed Sales Development Reps (SDR) for outsourced prospecting teams, Appointment Setting for booking qualified meetings, and Professional Telemarketing for direct outreach. These services are supported by an ROI Calculator tool hosted on a separate subdomain. The services work together as a unified go-to-market solution, with lead generation feeding into SDR execution, which produces appointments that convert through telemarketing.
Differentiator
Problem solved
Functional benefit
Products and services
- Highly Personalised Lead Generation
Quantifiable outcome
- Up to 1300% ROI reported by clients
- +5 more outcomes
Companies that use J2 Group
Customer profileNamed customers19 records
Segments3 records
Ideal customer profiles2 records
J2 Group technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
J2 Group partnerships and signals
Strategic signalScale indicators7 records
Recent moves1 record
Expansion highlights3 records
J2 Group competitors and assessment
Company assessmentDirect peers
- CIENCE: CIENCE is a B2B lead generation and outsourced SDR agency that offers managed SDR services, appointment setting, and outbound sales campaigns — a near-perfect functional and model match to J2 Group's core services.
- SalesHive: SalesHive is a B2B lead generation and SDR outsourcing agency offering cold calling, appointment setting, and email outreach — directly comparable to J2 Group's managed SDR and telemarketing offerings.
- Martal Group: Martal Group is a B2B lead generation agency that provides SDR outsourcing, appointment setting, and outbound sales development for SaaS and B2B technology clients, closely matching J2 Group's core service set.
- SalesRoads: SalesRoads is a B2B sales outsourcing firm specializing in SDR-as-a-service, appointment setting, and outbound prospecting — a direct functional peer to J2 Group's managed SDR offering.
- Operatix: Operatix is a B2B sales agency providing outbound lead generation and SDR services to B2B technology companies in EMEA and APAC, overlapping directly with J2 Group's outsourced SDR model.
- Cience Technologies: Cience is a B2B sales enablement and lead generation agency with managed SDR and outbound campaign services, comparable to J2 Group's offerings in both model and target customer.
Emerging players
- Cognism: Cognism is a B2B sales intelligence and data provider that also offers prospecting services; its data-plus-execution stack partially overlaps with J2 Group's data-driven outbound approach.
- Smith.ai: Smith.ai provides virtual receptionist and lead intake/qualification services, with a partial overlap with J2 Group's appointment setting and outbound lead qualification capabilities.
Regional players
- SalesPro: SalesPro is an Australian-based B2B sales outsourcing and lead generation agency offering SDR and appointment setting services — a regional peer directly competing with J2 in the Australia/NZ market.
Broad incumbents
- Belay: Belay is a US-based virtual staffing and B2B services firm offering outsourced sales support, including SDR-like services; broader in scope but overlaps with J2's outsourced sales development model.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
J2 Group social profiles
Digital presenceJ2 Group financial estimates
Financial estimateRevenue estimate
Valuation estimate
J2 Group leadership team
Management profileNumber of profiles
Profiles6 records
J2 Group funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
J2 Group M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about J2 Group
What does J2 Group do?
J2 Group operates as a B2B lead generation agency providing outsourced sales development, appointment setting, and telemarketing services. The company runs personalised multi-channel outbound campaigns on behalf of B2B clients, handling prospecting, lead qualification, and pipeline generation as a managed service. Operations are delivered by an in-house team of SDRs, account managers, and client success staff from Melbourne and New York.
Is J2 Group a public or private company?
J2 Group is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was J2 Group founded?
J2 Group was founded in 2019. It employs 11 to 50 people.
Where is J2 Group based?
J2 Group is headquartered in Melbourne, Australia, in the Oceania region.
How does J2 Group make money?
Two revenue lines are on record. Managed Lead Generation Services are the primary driver. The others are consulting & Strategy Services.
Who are J2 Group's main competitors?
Direct peers on record are CIENCE, SalesHive, Martal Group, SalesRoads, Operatix and Cience Technologies. Emerging players are Cognism and Smith.ai. SalesPro is listed as a regional player. Belay is listed as a broad incumbent.
Does J2 Group have an API?
No public API is recorded for J2 Group.
What industry is J2 Group in?
J2 Group's product category is B2B Lead Generation Services. Its primary akta.pro industry code is BPAFAKAA, B2B Demand Generation & Lead Nurture Agencies, with a secondary code of BPAAADAA, B2B Appointment Setting & SDR/BDR Outsourcing. Its NAICS code is 561422 and its SIC code is 7331.