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There are many factors that can have an enormous impact on the overall Cost Per Lead(CPL) metrics.
These factors include the organisation’s definition of a qualified lead and the cost of its products.
Fact:The focus on lower CPL metrics will lead to watered down leads and poor quality, with accuracy declining
non-voice data activities
CPL is also affected by the organisation’s market; the marketing tactics employed; and the products sold. B2B organisations with million pound solutions can easily cover a CPL of £1,000 while companies with low-cost products may only be able to justify say, a £50 CPL.
The focus on lower CPL metrics will lead to watered down and poor quality leads with the contact information accuracy as well as background information declining.
The normal way of measuring CPL is to take the cost of each campaign and divide it by the number of leads generated. An additional, very general statistic is that around 5% of a prospect audience will have a short-term need and 15% will have long-term requirement.
In order to establish a budget and provide guidelines to agencies, it’s essential to distinguish between Cost Per Response, CPR and Cost Per Lead. CPL budgets for marketing to existing customers need to be calculated separately from budgets for marketing to new prospects.
Fact:A very general statistic is that around 5% of a prospect audience will have short-term need, and 15% will have long-term requirement
Final costs vary widely depending on the cost of the solution being marketed but industry experts suggest the following top six Cost Per Lead metrics can be used to compare their organisation against other B2B organisations:
Top Six Cost Per Lead Metrics
1. eMail £10 to £100
2. Paid search £30 to £100
3. Banner ads £80 to £100
4. Webinars £60 to £250
5. Telemarketing £350 to £1,250
6. Exhibitions £350 to £1,500
The statistics for high-response strategies, such as email marketing and banner advertising, are dramatically lower because they produce higher numbers of “mildly warm” leads which require qualification and further investment.
At the higher end of the CPL statistics, although telemarketing has a greater CPL it provides highly-qualified leads and in-depth background information about the prospect. The ROI of exhibitions and events is higher than eMarketing strategies but face-to-face meetings are still essential in many markets.
Over a period of time, marketers can build up statistics about company lead rates, vertical market lead rates, geographical performance and so on. With experience of this type of differentiated CPL measurement, organisations can gain confidence in creating a cost-justified, fully-integrated marketing mix.
Norman Campbell, Managing Director of eMarket2
FREE Best Practice Report: Choosing a B2B Telemarketing agency – 14 question to ask as part of your due diligence selection process Click here http://www.emarket2.com/eBrochure/?A12gdl/Telemarketing/
eMarket2 are a specialist business-to-business lead generation marketing agency headquartered in the UK, just outside London, in Basingstoke, focused on building and managing UK, EMEA and North American wide lead generation programmes for Information Technology, Telecommunications, Business Services and Healthcare organisations such as Webroot, Citrix, NetJets, Tandberg, Nortel, Windriver, Netjets, Motorola, and Invitrogen.
Our services include: providing campaign strategy, programme management for lead generation, lead nurturing, lead management, channel marketing, partner recruitment, using email/internet marketing, telemarketing, creative, database services, social networks, SEO, and PPC.
Contact Details: Tel:+44 (0) 1256 853 040 http://www.emarket2.com
Experience Background Overview,
20 years B2B Direct Marketing experience in business to business IT, Tele-communication, Business Services, Healthcare markets across UK, Europe, Middle East, Africa (EMEA) and North America. An innovative and effective marketing leader with proven management skills and a track record of delivering against aggressive business objectives and targets
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