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Average Cost Per Lead by Industry and Marketing Channel: Are You Overpaying?

Data: 2019 m. liepos 18 d.

Bringing new customers into your sales funnel is the lifeblood of most businesses. Attracting a steady flow of leads is critical to continue to grow.  When it comes to generating online leads, it’s critical that you focus your efforts on what works. When it comes to B2B lead generation, the cheapest lead – that leads nowhere – is a waste of money. You might also find that it’s cheaper and more effective to purchase leads versus putting in all of the resources required to generate leads on your own.

So, What’s An Average Cost Per B2B Lead?

As you would imagine, the average cost per B2B lead can vary greatly depending on the industry, the target customer, and the competition.  Depending on the sources you check, you will see number that are all over the place.  Here are some averages across industries and channels:

 

INDUSTRY LOW HIGH AVERAGE
Financial Services

$44

$272  $160
IT, Computer, and Technical Services

$39

$370

 $208

Education

$37

 $66

$55

Healthcare and Medical

$36

$286

 $162
Industrial and Manufacturing  $33  $235  $136
Travel & Tourism  $29  $182  $106
Retail  $25  $41  $34
Consumer Products  $24  $182  $105
Telecom  $24  $64  $45
Marketing Agencies  $22  $173  $99
Media and Publishing  $21  $191  $108
Non-Profits  $16  $43  $31
Business Services $39  $225 $132
MARKETING CHANNEL LOW HIGH AVERAGE
Events & Tradeshows  $180  $1,442  $811
Public Relations/Earned Media  $108  $480  $294
Referrals  $54  $92  $73
Video Marketing  $59  $288  $174
LinkedIn Advertising  $51  $99  $75
Webinars  $45  $98  $72
Display Advertising (Premium)  $43 $82  $63
Content Marketing  $43  $140  $92
Display Advertising (Programmatic)  $34  $42  $38
Traditional Advertising (TV, Radio, Print)  $38  $1,200  $619
Search Engine Advertising  $38  $181  $110
Social Media Advertising  $34  $82  $58
Email Marketing  $33  $72  $53
Online Retargeting  $22  $39  $31
Social Media Advertising  $21  $73  $47
Search Engine Optimization  $14  $47  $31

SOURCES:  HubSpot, MarketingCharts.com, Matchcraft, Prospect Marketing, Pulse Local Marketing, Survey America

 

Remember, though, it’s not just about calculating your cost for your B2B sales leads, but more about the Return On Investment (ROI) of your customer acquisition.  For example, if you product or service nets you $10,000 and you close 50% of your qualified leads, paying $500 per lead probably isn’t an issue.  However, if you product or service nets you $1,000 under the same scenario, paying $500 per lead would be outrageous.

 

The higher the ROI, the more expensive the lead is likely to cost.  Conversely, the smaller the ROI, the less you will want to pay for leads.

 

Read more here.