XL Marketing

What XL Marketing does

XL Marketing (legal entity: XL Marketing Grp) is a UK-based, privately-held B2B marketing agency founded in 2009 and headquartered in Chorley, Lancashire. The company specialises in lead generation, appointment setting, outsourced telemarketing, and digital marketing services, with a pronounced vertical focus on the UK automotive and fleet sectors. It operates a 30-seat UK call centre staffed by in-house teams and serves a customer base of more than 200 dealerships and fleet operators, including publicly-listed enterprise clients such as Samsara (NYSE: IOT), RRG Group, BMW, Mercedes-Benz, Toyota, Volkswagen, Jaguar, Land Rover, Nissan, Maserati, Citroën, Pendragon, AA, BP, and Esso.

The company's core assets are built around a proprietary fleet data platform developed over 15 years, covering 5 million UK business records and 1.2 million potential fleet records, refreshed daily through an in-house data team. Around this data backbone, XL operates several product lines: a lead-generation and appointment-setting service delivered through its call centre; an automotive quotation and CRM SaaS tool called QuoteHub; a free self-service data portal called Fleet Data Explorer; supporting tools (Vision Portal, Whole Life Cost Toolkit, Technical Mapping); and the Fleetpoint Magazine publication, an owned fleet-industry media property reaching 270,000+ UK fleet professionals. Digital services (SEO, web/app development, social media, email broadcasting, penetration testing, IT support) are delivered in-house as ancillary modules.

The revenue model is hybrid. Primary revenue comes from recurring B2B lead-generation and appointment-setting engagements, plus project-based digital services and telemarketing campaigns billed through order forms with dedicated account managers. Secondary revenue streams include data licensing (single-use or multi-use licences for UK Business, UK Fleet, Global Fleet, Profiled Fleet, and Vehicle Spec data), subscription fees from QuoteHub, and direct data purchases via the Fleet Data Explorer portal. Pricing is quote-based and not publicly disclosed. Distribution is principally direct sales with a self-serve channel for data products, and the company's terms explicitly restrict data usage to within the United Kingdom.

Name

XL Marketing

Legal name

XL Marketing Grp

Website

https://xlmg.co.uk

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

11–50 employees

Short description

UK-based B2B marketing agency specialising in lead generation, appointment setting, telemarketing, and digital marketing for the automotive and fleet sectors. Operates a 30-seat call centre, a proprietary fleet database of 1.2M UK records, and the Fleetpoint Magazine reaching 270,000+ fleet professionals.

Ownership category

akta.pro rank

Product category

B2B Lead Generation Services

NAICS

Direct Mail Advertising (54186), Directory and Mailing List Publishers (51314), Advertising Material Distribution Services (54187)

SIC

Services-Advertising (7310), Services-Direct Mail Advertising Services (7331)

akta.pro primary industry

B2B Appointment Setting & SDR/BDR Outsourcing (BPAAADAA)

akta.pro secondary industry

Marketing Database & Contact Data Providers (B2B/B2C Lists) (BPAFAKAF)

Keywords

• B2B lead generation
• Appointment setting
• Fleet telemarketing
• Digital marketing services
• Automotive marketing

Headquarters

HQ city

Chorley

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Lead Generation Services: XL Marketing provides lead generation services across multiple verticals including B2B, Automotive, Telematics, and Call Centre sectors. They generate qualified leads and appointments for clients using their proprietary fleet database and telemarketing capabilities.
2. Appointment Setting Services: Professional B2B appointment setting services that connect sales teams with qualified decision-makers. They deliver qualified appointments that convert, with dedicated account managers for each campaign.
3. Data Licensing: Licence-based revenue model for data provision. According to their Standard Terms and Conditions, they grant personal, non-exclusive licences for use of leads strictly in accordance with order forms. Payment is due on or before commencement of lead delivery.
4. Telemarketing and Call Centre Services: 30-seat UK call centre providing outsourced telemarketing services, built for the fleet sector with deep automotive expertise. Human conversations delivering warm qualified leads and appointments.
5. Digital Marketing Services: Full-service digital solutions including SEO, web development, app development, social media marketing, email broadcasting, penetration testing, and IT support - all delivered by skilled in-house teams.
6. Fleet Data Products: Sale of UK Business Data, UK Fleet Data, Global Fleet Data, Profiled Fleet Data, and Vehicle Spec Data. Their data extends to 5 million UK business records with 1.2 million potential fleet records. Includes daily fresh research and verification.
7. Software Subscriptions (QuoteHub): Subscription-based automotive quotation software and CRM system (QuoteHub) for automotive businesses, leasing brokers, and dealerships.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels8 records

Core offering

XL Marketing is a UK-based B2B direct marketing agency delivering lead generation, appointment setting, and outsourced telemarketing services through a 30-seat UK call centre, with deep specialization in the automotive and fleet sectors. The firm licenses proprietary UK fleet data covering approximately 5 million business records (UK Fleet Data, UK Business Data, Global Fleet Data, Profiled Fleet Data, Vehicle Spec Data) and sells standalone software products including QuoteHub and the freemium Fleet Data Explorer. XL Marketing also publishes Fleetpoint Magazine (reaching 270,000+ fleet professionals) and offers supporting digital marketing services (SEO, web/app development, social media, email broadcasting) alongside IT and cyber security services.

Product overview

XL Marketing is a UK-based Direct Marketing and Digital Marketing agency offering a comprehensive suite of services built around lead generation, appointment setting, telemarketing, and data solutions. The portfolio centres on B2B and automotive marketing with a flagship 30-seat UK call centre operation. Core services include Lead Generation Services and Appointment Setting Services (B2B, automotive, telematics, call centre), supplemented by digital service modules (SEO, Web Development, App Development, Social Media, Email Broadcasting, Penetration Testing, IT Support). The company also operates an extensive data and fleet product line including UK Fleet Data, Global Fleet Data, Profiled Fleet Data, Vehicle Spec Data, Vision Portal, Technical Mapping, Whole Life Cost Toolkit, and Dealer Support, all powered by the company's own Fleetpoint Magazine (270,000+ fleet professionals) and Fleet Data Explorer. Supporting tools include QuoteHub (automotive quotation and CRM software) and an AI Call Centre. The firm has been operating for over 15 years with in-house teams delivering technology-driven, customer-focused solutions.

Differentiator

Problem solved

Functional benefit

Brands

• Fleetpoint Magazine: Fleet Industry's Most Trusted Audience - a publication reaching 270,000+ fleet professionals across the UK.
• QuoteHub
• Fleet Explorer

Products and services

• B2B Lead Generation

Quantifiable outcome

• 270,000+ fleet managers reached via Fleetpoint Magazine
• +3 more outcomes

Named customers24 records

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature7 records

Partnerships

One partnership is on record.

• Fleetpoint Magazine (Owned Media)coreGTM or Marketing PartnerXL Marketing owns and operates Fleetpoint Magazine, a fleet industry publication reaching 270,000+ fleet professionals across the UK. This owned media platform enables warm introductions to decision-makers rather than cold calls, providing a unique marketing channel for their lead generation and appointment setting services.

Scale indicators6 records

Recent moves6 records

Others

• SalesLoft: US-based sales-engagement platform for outbound SDR/BDR workflows. Adjacent rather than directly competing: addresses the same buyer (B2B sales teams needing pipeline) but as a software platform versus XL's outsourced services-plus-data model.

Direct peers

• Force24: UK-based email marketing automation and marketing-services agency. Overlaps with XL's email broadcasting, CRM-adjacent and broader direct-marketing service line for UK mid-market and enterprise clients.
• Lead Forensics: UK B2B lead identification and website-visitor intelligence platform used by sales teams to generate inbound leads. Comparable to XL's data-driven B2B lead generation motion, though more software-led versus XL's call-centre-led model.
• Pure360: UK email marketing and CRM-led marketing services provider. Comparable in the direct/email marketing and data-driven campaign execution portion of XL's portfolio, though narrower in channel mix.
• Cognism: UK-headquartered B2B sales intelligence and contact data provider. Comparable as a UK-rooted, compliance-led B2B data vendor targeting sales teams, though focused on SaaS-delivered prospecting data versus XL's services-plus-data model.
• Really B2B: UK B2B telemarketing, lead generation and appointment setting specialist serving similar enterprise clients with campaign-based sales-led engagements. Closely overlaps with XL's core outsourced-call-centre and appointment-setting offerings.
• Market Location: UK-based B2B lead generation, telemarketing and appointment setting agency operating across multiple sectors. Directly comparable to XL Marketing in core service mix, UK mid-market/enterprise GTM, and reliance on outbound calling as the primary delivery channel.

Broad incumbents

• ZoomInfo: Global B2B contact and company data platform with sales-engagement tooling. Competes with XL's UK Business Data, Fleet Data and Profiled Fleet Data products at a much larger scale and across multiple geographies.
• HubSpot: Global CRM, marketing automation and sales-engagement platform. Competes with the broader marketing-services, CRM and lead-generation workflow that XL builds around QuoteHub and its digital marketing services.
• Dun & Bradstreet: Global business data and marketing-data provider with extensive company hierarchy and firmographic data. Overlaps with XL's licensed UK/Global Business and Fleet Data products as a much larger incumbent alternative.

Market position

Strengths5 records

Weaknesses5 records

Key risks7 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/xlmguk
• LinkedInlinkedin.com/company/xl-marketing-grp/posts/?feedView=all

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 XL Marketing