How much does a lead cost?

How much does a lead cost?

The folks at Madison Logic just released an infographic that breaks down the cost of a lead across various industries.

To get to us in marketing, brands will have to pay only $35. While Healthcare leads cost almost twice that at $65.  Here in the technology industry were closer to the middle at $43 per lead just below HR leads of $45.

Madison Logic used their own database to compile the average cost per lead across several verticals, and the impact that lead filters can have on price. Not surprising to learn that the more questions we ask, the higher the cost of the lead. But those additional filters may not necessarily bring in better quality leads.

How Much Does A Lead Cost? Main Highlights:

  • CPL (cost per lead) can vary significantly across industries
  • Lead filters do have an expected increase on lead cost (from 20-45% increase in CPL)
  • Custom questions like BANT (see below) have the greatest impact on cost (45% increase in CPL)
  • According to a test, strict filters can prevent reach, increase cost and lower lead quality

What is BANT?

It’s been a while since I’ve written about Demand Generation techniques, so here’s a definition for those of you new to my blog, new to marketing or new to demand generation.

BANT is a common lead scoring technique of seeking to determine if a prospect has the  B udget, A uthority, N eed and a define T imeframe for making a decision to buy a solution. Some add an ‘S’ for whether there is a real project with a defined next S tep. Lead scores will then be calculated based on a weighting for each of these factors.

So a really “hot lead” would be one where there is a budget to solve a defned need in a relatively short period of time and where the prospect has some authority in the decision process.

Check out the full infographic below and let me know what you think in the comments below.

2013 - Nov 8 - Madison Logic Infographic covered by SAP

  Infographic: The Cost of a Lead from Madison Logic .  Please follow along on  Twitter LinkedIn Facebook   and  Google+  or   Subscribe  to the  B2B Marketing Insider  Blog for regular updates where this blog was originally published.