CPL Positioning Product WOM 
Hubspot
JUNE 19, 2014
CPL: Cost-per-Lead. Includes MRR gained by new accounts (net new), MRR gained from upsells (net positive), MRR lost from downsells (net negative), and MRR lost from cancellations (net loss). WOM: Word-of-Mouth. Learn more about creating a powerful WOM marketing strategy here. CPC: Cost-per-Click (See PPC).
Hubspot
MARCH 10, 2016
24) Cost-per-Lead (CPL). For example, you could use Smart CTAs so that first-time visitors will see a personalized CTA (perhaps with a top-of-the-funnel offer) and those already in your database see a different CTA (maybe for content that offers a little more information about your product or service). Learn more here.).
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