How much should a lead cost? Understanding what goes into generating a high-quality B2B lead helps you determine whether you’re getting a good deal. It takes a skilled team, a proven cadence, multiple touch points, message testing, market analysis—and plenty of perseverance—to produce the leads that truly contribute to revenue generation.
While most people wouldn’t quibble with the above reality, many still measure marketing success based on the cost per lead. Not only does this single-criteria measurement perpetuate the downward spiral represented by most companies’ poor sales results, it also reduces ROI on short- and long-term marketing and sales investments.
Take a look at the following cost per lead comparison. These numbers show what goes into generating a high-quality lead—and what it costs. They demonstrate the fallacy of measuring the success of lead generation programs solely on the basis of cost per lead.
Even in the best case scenario,
