B2B Audience Size Impacts Average Cost per Lead

Published

January 24, 2023

Updated

Kevin Lord Barry

Co-Founder, Right Percent

B2B audience size directly affects your cost per lead. Enterprise targets have fewer decision-makers but higher competition, pushing your Coat Per Lead (CPL) up. By contrast, SMB or freelance audiences are larger and less contested, typically leading to lower lead costs. Tailoring your strategy to each segment is vital for optimizing your CPL.

Kevin Lord Barry

Co-Founder, Right Percent

Kevin Lord Barry co-founded Right Percent, a Right Side Up venture that focuses on scaling fast-growing B2B companies in every vertical. Over the past 10 years, he’s managed millions in ROI-positive ad spend for brands like DoorDash, Zenefits, Masterclass, Segment, OnDeck, and more.

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