The most cost-effective channel for B2B marketers

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Updated: June 2021

Marketers can reach consumers in more ways than ever before. It’s exciting! But it’s also a little unnerving to try new channels. What if you are spending too much time and money on the wrong tactics? But don’t let fear stop you from working hard and trying out new strategies.

Our team does a very thorough research regarding the most popular channels out there – we do it regularly, every couple of months. We do that so we can stay in touch with new channels and new technologies.

The costs are shown in GBP per CPL (cost pre lead)

CPL (cost pre lead)
B2B Channel USD EUR GBP
bSpec 55 46 40
LinkedIn Ads 108 92 79
Bing Ads 104 89 76
Google Search Ads 140 119 102
Google Dispaly Ads 158 134 115

Here we compare the CPA (cost per action) between the channels. So, what on earth is CPA? You will find many definitions if you google this, but for us B2B marketers, CPA represents the same thing as CPL (cost per lead). And here we go again – what do you mean by lead? And this is a fair question, because many blogs have different and not standardised definitions, so we define it as any prospect who showed interest in our product or service – simple as that.

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