Cost per lead definition: cost per lead (CPL) is a form of advertising where brands only pay a platform when they have successfully generated a lead for their business.
Cost per lead is used to generate a list of people a brand can contact; these leads usually fall into one of two categories:
- Marketing leads: where a customer is added to a database to receive marketing communications
- Sales leads: where a customer is added to a list to be contacted by a member of the sales team
IBM may use cost per lead:
- In their marketing to add business owners to their mailing list.
- In sales to find and pitch to business owners who need their services
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Additional resources about Cost per Lead
- Cost Per Lead (CPL): Getting Started With This Important Metric
- Cost Per Lead: Measure the cost-effectiveness of marketing campaigns.
- Average cost per lead by industry: the final answer from 22 influential articles