revealing the true costs and building blocks of b2b lead generation

Revealing the True Costs and Building Blocks of BtoB Lead Generation

Technology vendor comparisons, labor research,

and agency & freelance content pricing

Content

Copywriting

Social Integration

Landing page

Design/Brand

Automation Tracking codes

Database

Lead Scoring

Mobile Responsiv

e

How B2B Sales & Marketing USED to work

But that’s not how today’s B2B buyer buys

Building a B2B Lead-gen Engine

Content

People

Tech

Demand Generation DirectorMarketing Program ManagerMarketing Automation ManagerWeb DesignerArt DirectorCopywriterEditorProoferDesignerDirectorVideographerAudio TechnicianVideo EditorSocial Media ManagerDirector of Web ContentContent Strategist

Marketing AutomationMarketing Database

Website AnalyticsVideo Streaming

CRM/SFAWebsiteMobile

White PapersInfographics

VideosArticles

PodcastsWebinars

Landing Pages

B2B Lead-gen Technology

Website

CRM

Marketing Automati

onMarketing Database

Analytics

Marketing Automation Cost

Vendor List Price/Mo # Records $/Record $/Record Annual List PriceEloqua $4,000 <10k $0.4000 $0.4000 $48,000.00

Marketo$1,195 <10k $0.1200 $0.1200 $14,340.00$2,995 <100k $0.0300 $0.0300 $35,940.00

Pardot$2,000 <30k $0.0667 $0.0667 $24,000.00$300/per 30k up to 500k $0.0100 $0.0100 $60,000.00$200/per 30k over 500k $0.0067 $0.0067  

Acton

$1,700 <50k $0.0340 $0.0340 $20,400.00$2,200 <100k $0.0220 $0.0220 $26,400.00$3,300 <250k $0.0132 $0.0132 $39,600.00$4,800 <500k $0.0096 $0.0096 $57,600.00$6,500 <1mil $0.0065 $0.0065 $78,000.00

Silverpop $2,500 <100k $0.0250 $0.0250 $30,000.00

Hubspot

$800 <1k $0.8000 $0.8000 $9,600.00$50/per 1k $0.0500 $0.0500$2,400 <10k $0.2400 $0.2400 $28,800.00$10/per 1k $0.0100 $0.0100

Loopfuse$595 <10k $0.0600 $0.0600 $7,140.00$895 <20k $0.0450 $0.0450 $10,740.00$1,495 <40k $0.0375 $0.0375 $17,940.00

Salesfusion$1,800 or $3,000 <30k $0.0600 $0.0600 $21,600.00$100/per 10k $0.0100 $0.0100

Average starting point = $24,783(50,000)*(9.79¢/record) = $58,746

Database Building Cost

Business Model Subscription: Data.com and “Connect”

Subscription & List Purchase

Subscription & List Purchase

Subscription & List Purchase

Pricing • Data.com: $125/mo for 300 records

• “Connect”:$1,500/yr for 3,600 records

• Price/record: $1.50/record

• Subscription: Call for pricing

• $99.95/mo for 200 records

• M\Call for pricing for 200+ records

Call for pricing

Average $/Record $0.42/record; addtl records $0.50 ea.

$1.50 $0.50/record

(50,000 records)*($0.50/record) + 25% attrition/yr = $28,125 year one$3,125 year two

B2B Lead-gen Technology

Website

CRM

Marketing Automatio

n $58,746

Marketing Database

$28,125 $86,871

So, who manages all this?

Analytics

Fractional ‘skills’ to run B2B Lead-gen

The one who “keeps it all on track”

10% 25% 50% 75% 90%

San Jose, CA 60150 71670 86652 104471 123488

Austin, TX 47076 55568 66633 79767 93719

West Mon-roe, LA

38757 46134 55813 67402 79832

$37,500

$87,500

$137,500

$187,500

Compensation Bands

Marketing Program ManagerEXPERIENCE: 5 yearsINDUSTRY: Not SpecifiedORGANIZATION : Private Sector Company

AVERAGE SALARY: $66,663

The Marketing “techie”

10% 25% 50% 75% 90%

San Jose, CA 59913 72311 86816 102977 119822

Austin, TX 48445 58520 70128 82820 95736

West Mon-roe, LA

40306 50478 62082 74657 87386

$37,500

$87,500

$137,500

$187,500

Compensation Bands

Marketing Automation ManagerEXPERIENCE: 3 yearsINDUSTRY: Not SpecifiedORGANIZATION : Private Sector Company

AVERAGE SALARY: $70,128

The “web geek/artist”

10% 25% 50% 75% 90%

San Jose, CA 42931 51342 61788 74349 88881

Austin, TX 29838 35566 42549 50738 59882

West Monroe, LA

23258 28104 34057 41143 49247

$37,500

$87,500

$137,500

$187,500

Compensation Bands

Web DesignerEXPERIENCE: 5 yearsINDUSTRY: Not SpecifiedORGANIZATION : Private Sector Company

AVERAGE SALARY: $42,549

The one who “makes you look good”

10% 25% 50% 75% 90%

San Jose, CA 48390 57685 69065 82651 98391

Austin, TX 36655 43010 50856 60149 70626

West Monroe, LA

28228 33358 39768 47423 56097

$37,500

$87,500

$137,500

$187,500

Compensation Bands

Art DirectorEXPERIENCE: 5 yearsINDUSTRY: Not SpecifiedORGANIZATION : Private Sector Company

AVERAGE SALARY: $50,856

“The Voice” of your brand - Campaigns

10% 25% 50% 75% 90%

San Jose, CA

41501 50486 60845 73235 88742

Austin, TX

32110 38133 45150 53431 63350

West Monroe, LA

26301 31513 37554 44576 52758

$12,500

$37,500

$62,500

$87,500

Chart Title

Axis Title

CopywriterYEARS OF EXPERIENCE: 5INDUSTRY: Not SpecifiedORGANIZATION TYPE: Private Sector Company

AVERAGE SALARY: $45,150

Fractional Skills to run B2B Lead-gen

Role

Marketing Program Manager

Marketing Automation Manager

Web Designer Art Director Copywriter TOTAL

Salary $66,663 $70,128 $42,549 $50,856 $45,150 $396,321

% FTE Needed 50% 25% 25% 15% 20%

Fractional Cost $33,332 $17,532 $10,637 $7,628 $9,030 $78,159

Fractional Skills to run B2B Lead-gen

So, who manages all this?

But no ONE Person has

ALL these skills

Marketing Program Manager

Marketing Automation Manager

Web Designer Art Director Copywriter TOTAL

$66,663 $70,128 $42,549 $50,856 $45,150 $396,321

50% 25% 25% 15% 20%

$33,332 $17,532 $10,637 $7,628 $9,030 $78,159

Content, Content, and more Content!

Staffing a Content team of FTE’s unrealistic for SMB’s:

$598,487

Long-form written content (i.e. White papers, articles, case studies)

• Freelance & Agency– Pay by the hour ($50-$100/hr)– $3,000 - $5,000 White paper– $500 - $1,000 article

• Analysts reports & whitepapers– Expert 3rd party opinion– $15,000 - $25,000

• CAUTION: SME learning curve & Project management

Content, Content, and more Content!

Infographics• Agency $1,500 (Wide range $500 - $5k)• Freelance $75-$100/hour = $1,000+• Tools for the DYI starting at “free”

– Piktochart – Infogr.am– Infoactive– Easel.ly

• CAUTION: Its about visual interpretation of your message, NOT just graphics

Content, Content, and more Content!

Video content• Fixed-bid from full service production

company ($1,000 - $2,000/min)– Complexity of messaging & planning– Environment (office, studio, outdoor, etc.)– # of cameras/crew– Simple video vs. full motion graphics

• Freelance– Camera, lights, & operator ($1,500+/day)– Director/interviewer ($1,000+/day)– Motion graphics post-prod ($50+/hour)

Content, Content, and more Content!

Social media & blogging content• Full service “Social Media Agency”

$5,000+/mo– Posting– Listening– Commenting– Monitoring

• Freelance $25+/hour– CAUTION: Social media expertise vs. SME

• Fractional FTE – Approx 10% FTE * $45,150 = $4,500/year

Content, Content, and more Content!

Content, Content, and more Content!

Content TypeWhite paper

Article Info-graphicVideo

(Simple)

Video w/ Motion

graphics

Social media posts

TOTAL

# of Artifacts 3 12 3 15 1 52 86

$/Unit $3,500 $1,000 $1,500 $500 $5,000 $100  

Fractional Cost $10,500 $12,000 $4,500 $7,500 $5,000 $5,200 $44,700

So, who manages all this?

Cost to Build a B2B Lead-gen Engine

Content$44,700

People$78,159

Tech$86,871

$86,871+ $78,159+ $44,700$209,730

So, who manages all this?

“The owner” of strategy and oversight

10% 25% 50% 75% 90%

San Jose, CA

103492 123734 147020 172547 198746

Austin, TX

82222 100197 120075 141056 161873

West Monroe, LA

68481 87396 108116 129669 150877

$37,500

$87,500

$137,500

$187,500

Compensation Bands

Demand Generation DirectorEXPERIENCE: 10 yearsINDUSTRY: Not SpecifiedORGANIZATION : Private Sector Company

AVERAGE SALARY: $120,975

Cost to Build a B2B Lead-gen Engine

Content$44,700

People$78,159

Tech$86,871

$86,871+ $78,159+ $44,700

= $209,730+ $120,975

= $330,705Director ofDemand-Generation $120,975

Content

People

Tech

Q&A