22 influential articles on cost per lead and lead generation

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The first chart focuses on the online CPL between different industries. Finance and technology have the highest cost per lead with respectively ($47 and $45), whereas telecom and media/marketing have the lowest with a CPL almost half of that. ($26 and $24). A lower CPL can have multiple reasons. The industry could be less competitive, and less competition leads to lower cost per clicks and eventually a lower cost per lead. Or the value of a lead could be lower. After all, if it costs you more to acquire a lead than he is worth, your business isn’t sustainable. When looking at the CPL per online channel you notice the high cost for display and CRM advertising at $71 per lead. Not a big surprise, since display advertising is used for retargeting and a way to keep leads warm rather than as a lead generator. The channel with the second most expensive cost per lead is search engine advertising (SEA). This bigger brother of display advertising is a bit more effective, yet still expensive. Google can be partially blamed for the constant growth in cost per click, together with the increasing number of qatar phone number library competitors. There are however big differences between the industries for SEA. At the bottom of the chart we see that Search Engine Optimization (SEO) and content marketing have the cheapest cost per lead at $14. Especially if this is done well and in-house, SEO can be a cheap lead generator. However, with the ever-growing amount of content being produced every day, the lead generating powers of SEO might diminish. I limited the graph to only online sources with good reason. Firstly, as mentioned at the start, digital marketing is booming business and secondly, offline CPLs range from $300 up to $500. Combining two sets of different data would give back an average cost per lead too high for online and too low for offline channels. And that wouldn’t benefit anybody.

When I was looking for useful cost per lead data, I stumbled upon dozens of articles on CPL and lead generation. While some of those lacked the insights and quantitative data you need for your analysis, I also came across a few gems that I definitely didn’t want to keep from you.

1. All the Social Media Advertising Stats You Need to Know
The success of social media advertising has been immense. And it shows! From 2014 to 2016, social advertising budgets have doubled worldwide over the past 2 years—going from $16 billion U.S. in 2014 to $31 billion in 2016. But despite this growing investment in social advertising, 46 percent of B2B marketers say they’re unsure whether their channels have generated any revenue.

2. The Cost of Pay-Per-Click (PPC) Advertising—Trends and Analysis
The cost for online marketing has increased a lot the last decade. Not a big surprise, with higher keyword competition and more competitors joining the party year after year. The average cost per lead of $33 (for 2016) is a good indication. If the trend from the last decade ($7,5 CPL just 10 years ago) continues, chances are that the cost will keep growing.

3. AdWords Industry Benchmark Report Deep Dive: Software and SaaS
In the Software/SaaS industry, AdWords drives, on average, 16% of all leads, 14% of all opportunities, and 11% of all revenue. The declining impact as we get further down the funnel shows that companies in this industry still tend to use AdWords as a top-of-the-funnel lead gen channel. According to the data, Software/SaaS companies spend on average $344 to generate a lead.

4. 5 KPIs every digital marketer needs to track
By tracking the right KPIs for your business, you’ll be able to measure the most meaningful analytics and make more educated marketing decisions. While these KPIs are useful in tracking progress and proving the effectiveness of your digital campaigns, they are useless if you don’t use them to make educated decisions about your goals, strategies and tactics. You must learn which factors will influence each of these metrics so that you can continue to optimize and improve your site.