B2B Lead Generation

The cost of your lead generation activity draws correlation to the quality you expect from a lead. If you focus on generating new contacts, the costs are slightly different from if you were to focus qualified leads that have gone through all marketing funnels. You can read more about marketing funnels below.

You may already have a number of contacts, for example, from building an email database over time. Building a campaign around utilising your existing contacts, in a bid to convert them into buying customers, is also part of lead generation. Depending on the quality of the data you own, this process might cost more, or less.

Another factor to consider when looking at the costs associated with lead generation is your target audience. A regional audience would be approached differently than a specific persona, so the costs for each approach would be different.

Every business measures the cost for lead generation activities differently. For example, your activity costs may be measured on a “cost per lead”, “cost per acquisition” or “activity costs” level.

Let’s compare two industries – for example, retail and health care:
Retail: The cost per lead at the lower end would be around £19, with the high end at £31. This would give you an average of £25 per lead. 
Healthcare: The cost per lead at the lower end would be around £27, with the high end at £286. This would give you an average of £157 per lead. 

If you want to get an idea of the costs you should expect for your lead generation activities, please reach out to us. We are happy to create a detailed overview on your industry, required volume, specific use case and needs.