B2b Lead-Gen...what CPL do you charge?

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Truffles

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Apr 20, 2009
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I do lead-generation for b2b companies and only sell them highly-qualified leads where they get to choose custom qualifiers.

I recently was told by a colleague who does lead-gen for local B2C (note the C) companies that I charge too little.
I'm wondering if he has a point, however given his lack of experience with B2B companies that frequently have a CPL
of over $100 (and that's just for a lead, not a highly qualified lead) I'm not sure he's qualified to answer.

I'm torn on the pricing level as high-quality leads for cheap sounds like a no brainer and that can help me grow my
customer base quick, however I'm wondering if the old adage about charging more just to increase perceived value applies in this situation...

For anybody with experience in this area, what would you say would be a fair amount for a highly-qualified lead?
Also, I'm not an idiot and will of course be testing different price points, but just trying to get some qualitative data as a starting point.

If you say >9000 I will skullfuck you--this is a serious question.

P.S.
If anybody happens to be interested in purchasing said highly-qualified leads (which I may inadvertently be vastly underpricing),
shoot me a PM. I cover a WIDE range of b2b industries and can start delivering leads in around 1-2 weeks on a strict cost-per-qualiflied-lead basis.
 


shoot me a pm of your b2b niches you're doing volume on. I'm always looking for leads in a variety of areas.

re: b2b pricing - sit down & work up a basic monetization model with them. e.g. how much the lifetime profit of a customer is to them, what % of leads they close, etc. Their sales guy will almost always inflate the numbers to make their sales team look good, then you chop off a percentage and they feel like they're taking advantage of you. At this point the lead amount is still inflated a bit. Going this route and working it out with them via interview style makes them feel like they're in the driver seat & you didn't arbitrarily come up with a number.

That being said, since you do b2b, you know most of their sales teams are lazy since the longer and more complex sales processes disguise mediocrity. If you want to keep high-value b2b clients longer you'll have to be all over them about their sales processes since they will almost always bitch about lead quality even if the leads are stellar - especially if you're bumping your prices.
 
Thanks for the thoughts. I probably will go the interview route as a lot of the pricing depends on what qualifiers people want to use, more selects means higher CPQL, etc.

PM sent.
 
Hey Truffles, I am looking at doing this for a local business in Australia.
How do you deliver the lead? I guess you can send it via an email from the the post to function on the form. but once you have a few buyers involved this can get messy and hard to manage.
DO you use any lead / customer management software?
 
jackfitz said:
Hey Truffles, I am looking at doing this for a local business in Australia.
How do you deliver the lead? I guess you can send it via an email from the the post to function on the form. but once you have a few buyers involved this can get messy and hard to manage.
DO you use any lead / customer management software?
Click to expand...

My particular setup is different than many of the folks who have jumped on the "local lead-gen bandwagon."

I don't use landing pages on my own per-se so there is no form that I setup that does this. However I do filter leads by qualifiers selected by my clients, so they end up receiving an Excel file on a weekly or monthly basis with only the leads that are qualified.

This includes name, email address, phone number, physical address, company, title, and answers to any of the prequalifier questions my client selected. These leads are then owned by my client and I am paid on a per-qualified-lead basis.

Hope that helps clarify.
 
Truffles said:
I do lead-generation for b2b companies and only sell them highly-qualified leads where they get to choose custom qualifiers.

I recently was told by a colleague who does lead-gen for local B2C (note the C) companies that I charge too little.
I'm wondering if he has a point, however given his lack of experience with B2B companies that frequently have a CPL
of over $100 (and that's just for a lead, not a highly qualified lead) I'm not sure he's qualified to answer.

I'm torn on the pricing level as high-quality leads for cheap sounds like a no brainer and that can help me grow my
customer base quick, however I'm wondering if the old adage about charging more just to increase perceived value applies in this situation...

For anybody with experience in this area, what would you say would be a fair amount for a highly-qualified lead?
Also, I'm not an idiot and will of course be testing different price points, but just trying to get some qualitative data as a starting point.

If you say >9000 I will skullfuck you--this is a serious question.

P.S.
If anybody happens to be interested in purchasing said highly-qualified leads (which I may inadvertently be vastly underpricing),
shoot me a PM. I cover a WIDE range of b2b industries and can start delivering leads in around 1-2 weeks on a strict cost-per-qualiflied-lead basis.
Click to expand...


You're not underpricing. I know a few b2b lead companies that charge $100 or so but as a buyer of leads, I choose to not work with them ... 'cause I don't like getting ripped off.

I can get plenty of hql's from other vendors that are not over priced.

What niches do you generate leads for?
 
danushman said:
You're not underpricing. I know a few b2b lead companies that charge $100 or so but as a buyer of leads, I choose to not work with them ... 'cause I don't like getting ripped off.

I can get plenty of hql's from other vendors that are not over priced.

What niches do you generate leads for?
Click to expand...

Refreshing to hear I'm not crazy. As someone who also used to work with b2b lead companies (when I was in marketing and put my system together) in the past, I found it ridiculous that companies expected me to pay that much for a lead...not even a qualified lead, just a lead. If I wanted junk I'd buy a list from India hence why I designed my system to be strictly based around qualified leads.

Re: industries...

In short I cover a wide WIDE range of industries. Anything ranging from IT services to food equipment manufacturing, biotech and pharma, chemicals, industrial distrubutors, purchasing, etc. The list goes on and on as my publish network is fairly broad so it is usually easier for you to tell me a bit about your target audience and then I can gauge whether it might be a good fit.

Feel free to shoot me a PM if you'd like to discuss further.

Edit: Doh, just saw you had PMed me already.
 
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