Beware the Siren Call of Pre-Qualified Leads

The Point

There is a growing trend in the content syndication space, and among Cost Per Lead (CPL) programs in general, for media vendors to offer B2B clients the option of pre-qualified leads. Whereas typically, content syndication has meant acquiring leads, at a fixed cost, that are filtered by criteria such as job title, geography, and company size, now many publishers and other lead generation companies are adding the option of BANT criteria such as purchase timeframe.

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In Defense of Demand Generation in the Age of ABM

The Point

Whether it’s intent data or BANT-qualified cost per lead (CPL) programs, demand gen has become a race to the next short cut. Much has been made of the argument that Account-Based Marketing (ABM) gained traction so quickly in B2B marketing primarily because traditional, funnel-based demand generation has stopped working. A recent video making the rounds on LinkedIn asked: “ Is Demand Generation Losing its Effectiveness ?” (The answer provided was: yes.).


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What Is The Cost Of A Lead?

Marketing Insider Group

Do you know the average CPL in your industry or vertical for benchmarking purposes? Refresher Course On BANT? If you don’t know what BANT is, BANT is a common lead scoring technique of seeking to determine if a prospect has the Budget, Authority , Need and a specific Timeframe for making a decision to buy a solution. The folks at Madison Logic just released an updated infographic that breaks down the cost of a lead across various industries.

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How Much Does A Lead Cost? [Infographic]

Marketing Insider Group

Main Highlights: CPL (cost per lead) can vary significantly across industries. Lead filters do have an expected increase on lead cost (from 20-45% increase in CPL). Custom questions like BANT (see below) have the greatest impact on cost (45% increase in CPL). What is BANT? BANT is a common lead scoring technique of seeking to determine if a prospect has the B udget, A uthority, N eed and a define T imeframe for making a decision to buy a solution.

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7 Reasons Why You Shouldn’t Buy Metadata


But, if I’ve learned anything from BANT and living in Chicago, it’s that there’s a season to everything. Here’s why we believe in quality over quantity: when a customer first starts using Metadata, often their lead volume goes down and their CPL goes up. Hey there.

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The Big List of Content Marketing Acronyms


BANT: Budget, Authority, Needs, Timeline. BANT covers four core factors to determine sales-readiness: budget, authority, needs and timeline. CPL: Cost-per-Lead. The higher the CVR, the lower the cost-per-lead (CPL).

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60 Marketing Acronyms Every Industry Pro Should Know


BANT: Budget, Authority, Need, Timeline. The BANT formula was originally developed by IBM several decades ago. We don''t think BANT is good enough anymore: Learn more about the qualification criteria set by HubSpot''s VP of Sales. CPL: Cost-per-Lead. Have you ever heard an acronym but you didn''t know what it meant? It can really throw you off your game in a conversation.