B2B Cost Per Lead Programs
B2B Marketing Qualified Leads (MQL’s) & B2B Sales Qualified Leads (SQL’s)
Marketing Qualified LeadsMarketing Qualified Leads also known as MQL’s are prospects who have expressed an interest in your products or services by taking some sort of action. These actions can include downloading a white paper, signing up for a webinar or attending a webinar you are hosting. These prospects are then screened to see how closely they resemble your ideal customer profile (ICP) or past customer profile. So if you are selling lead generation services to marketing directors and above at high tech companies with more than 100 employees, anyone who matches that profile and takes one of these actions above would be considered a Marketing Qualified Lead (MQL).
Sales Qualified LeadsSales Qualified Leads also known as SQL is a prospect that has been researched after being flagged as an MQL and then vetted by phone to uncover whether or not this person has Budget, Authority, Need and Timeline (BANT) to purchase your product or service. SQL’s must have expressed some sort of intent to buy a company’s products and has met an organization’s ideal customer profile to determine whether a prospect/potential buyer is a right fit. As you can imagine, it takes significantly more time and effort to generate an SQL than it does to generate an MQL. For that reason, the cost is much higher. Cost ranges between $75 to $250 based on the complexity of your qualifying lead criteria and the volume of leads you are purchasing.
Cost Per LeadIf you look at your true cost per lead after expenses including staff across all of your sales and marketing initiatives, most companies find cost per lead or pay per lead programs very affordable. Another advantage of cost per lead programs is the speed we can deliver these leads. Most orders are completed in under two weeks.
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