Revealing the True Costs and Building Blocks of BtoB Lead Generation Technology vendor comparisons, labor research, and agency & freelance content pricing
Nov 22, 2014
Revealing the True Costs and Building Blocks of BtoB Lead Generation
Technology vendor comparisons, labor research,
and agency & freelance content pricing
Content
Copywriting
Social Integration
Landing page
Design/Brand
Automation Tracking codes
Database
Lead Scoring
Mobile Responsiv
e
How B2B Sales & Marketing USED to work
But that’s not how today’s B2B buyer buys
Building a B2B Lead-gen Engine
Content
People
Tech
Demand Generation DirectorMarketing Program ManagerMarketing Automation ManagerWeb DesignerArt DirectorCopywriterEditorProoferDesignerDirectorVideographerAudio TechnicianVideo EditorSocial Media ManagerDirector of Web ContentContent Strategist
Marketing AutomationMarketing Database
Website AnalyticsVideo Streaming
CRM/SFAWebsiteMobile
White PapersInfographics
VideosArticles
PodcastsWebinars
Landing Pages
B2B Lead-gen Technology
Website
CRM
Marketing Automati
onMarketing Database
Analytics
Marketing Automation Cost
Vendor List Price/Mo # Records $/Record $/Record Annual List PriceEloqua $4,000 <10k $0.4000 $0.4000 $48,000.00
Marketo$1,195 <10k $0.1200 $0.1200 $14,340.00$2,995 <100k $0.0300 $0.0300 $35,940.00
Pardot$2,000 <30k $0.0667 $0.0667 $24,000.00$300/per 30k up to 500k $0.0100 $0.0100 $60,000.00$200/per 30k over 500k $0.0067 $0.0067
Acton
$1,700 <50k $0.0340 $0.0340 $20,400.00$2,200 <100k $0.0220 $0.0220 $26,400.00$3,300 <250k $0.0132 $0.0132 $39,600.00$4,800 <500k $0.0096 $0.0096 $57,600.00$6,500 <1mil $0.0065 $0.0065 $78,000.00
Silverpop $2,500 <100k $0.0250 $0.0250 $30,000.00
Hubspot
$800 <1k $0.8000 $0.8000 $9,600.00$50/per 1k $0.0500 $0.0500$2,400 <10k $0.2400 $0.2400 $28,800.00$10/per 1k $0.0100 $0.0100
Loopfuse$595 <10k $0.0600 $0.0600 $7,140.00$895 <20k $0.0450 $0.0450 $10,740.00$1,495 <40k $0.0375 $0.0375 $17,940.00
Salesfusion$1,800 or $3,000 <30k $0.0600 $0.0600 $21,600.00$100/per 10k $0.0100 $0.0100
Average starting point = $24,783(50,000)*(9.79¢/record) = $58,746
Database Building Cost
Business Model Subscription: Data.com and “Connect”
Subscription & List Purchase
Subscription & List Purchase
Subscription & List Purchase
Pricing • Data.com: $125/mo for 300 records
• “Connect”:$1,500/yr for 3,600 records
• Price/record: $1.50/record
• Subscription: Call for pricing
• $99.95/mo for 200 records
• M\Call for pricing for 200+ records
Call for pricing
Average $/Record $0.42/record; addtl records $0.50 ea.
$1.50 $0.50/record
(50,000 records)*($0.50/record) + 25% attrition/yr = $28,125 year one$3,125 year two
B2B Lead-gen Technology
Website
CRM
Marketing Automatio
n $58,746
Marketing Database
$28,125 $86,871
So, who manages all this?
Analytics
Fractional ‘skills’ to run B2B Lead-gen
The one who “keeps it all on track”
10% 25% 50% 75% 90%
San Jose, CA 60150 71670 86652 104471 123488
Austin, TX 47076 55568 66633 79767 93719
West Mon-roe, LA
38757 46134 55813 67402 79832
$37,500
$87,500
$137,500
$187,500
Compensation Bands
Marketing Program ManagerEXPERIENCE: 5 yearsINDUSTRY: Not SpecifiedORGANIZATION : Private Sector Company
AVERAGE SALARY: $66,663
The Marketing “techie”
10% 25% 50% 75% 90%
San Jose, CA 59913 72311 86816 102977 119822
Austin, TX 48445 58520 70128 82820 95736
West Mon-roe, LA
40306 50478 62082 74657 87386
$37,500
$87,500
$137,500
$187,500
Compensation Bands
Marketing Automation ManagerEXPERIENCE: 3 yearsINDUSTRY: Not SpecifiedORGANIZATION : Private Sector Company
AVERAGE SALARY: $70,128
The “web geek/artist”
10% 25% 50% 75% 90%
San Jose, CA 42931 51342 61788 74349 88881
Austin, TX 29838 35566 42549 50738 59882
West Monroe, LA
23258 28104 34057 41143 49247
$37,500
$87,500
$137,500
$187,500
Compensation Bands
Web DesignerEXPERIENCE: 5 yearsINDUSTRY: Not SpecifiedORGANIZATION : Private Sector Company
AVERAGE SALARY: $42,549
The one who “makes you look good”
10% 25% 50% 75% 90%
San Jose, CA 48390 57685 69065 82651 98391
Austin, TX 36655 43010 50856 60149 70626
West Monroe, LA
28228 33358 39768 47423 56097
$37,500
$87,500
$137,500
$187,500
Compensation Bands
Art DirectorEXPERIENCE: 5 yearsINDUSTRY: Not SpecifiedORGANIZATION : Private Sector Company
AVERAGE SALARY: $50,856
“The Voice” of your brand - Campaigns
10% 25% 50% 75% 90%
San Jose, CA
41501 50486 60845 73235 88742
Austin, TX
32110 38133 45150 53431 63350
West Monroe, LA
26301 31513 37554 44576 52758
$12,500
$37,500
$62,500
$87,500
Chart Title
Axis Title
CopywriterYEARS OF EXPERIENCE: 5INDUSTRY: Not SpecifiedORGANIZATION TYPE: Private Sector Company
AVERAGE SALARY: $45,150
Fractional Skills to run B2B Lead-gen
Role
Marketing Program Manager
Marketing Automation Manager
Web Designer Art Director Copywriter TOTAL
Salary $66,663 $70,128 $42,549 $50,856 $45,150 $396,321
% FTE Needed 50% 25% 25% 15% 20%
Fractional Cost $33,332 $17,532 $10,637 $7,628 $9,030 $78,159
Fractional Skills to run B2B Lead-gen
So, who manages all this?
But no ONE Person has
ALL these skills
Marketing Program Manager
Marketing Automation Manager
Web Designer Art Director Copywriter TOTAL
$66,663 $70,128 $42,549 $50,856 $45,150 $396,321
50% 25% 25% 15% 20%
$33,332 $17,532 $10,637 $7,628 $9,030 $78,159
Content, Content, and more Content!
Staffing a Content team of FTE’s unrealistic for SMB’s:
$598,487
Long-form written content (i.e. White papers, articles, case studies)
• Freelance & Agency– Pay by the hour ($50-$100/hr)– $3,000 - $5,000 White paper– $500 - $1,000 article
• Analysts reports & whitepapers– Expert 3rd party opinion– $15,000 - $25,000
• CAUTION: SME learning curve & Project management
Content, Content, and more Content!
Infographics• Agency $1,500 (Wide range $500 - $5k)• Freelance $75-$100/hour = $1,000+• Tools for the DYI starting at “free”
– Piktochart – Infogr.am– Infoactive– Easel.ly
• CAUTION: Its about visual interpretation of your message, NOT just graphics
Content, Content, and more Content!
Video content• Fixed-bid from full service production
company ($1,000 - $2,000/min)– Complexity of messaging & planning– Environment (office, studio, outdoor, etc.)– # of cameras/crew– Simple video vs. full motion graphics
• Freelance– Camera, lights, & operator ($1,500+/day)– Director/interviewer ($1,000+/day)– Motion graphics post-prod ($50+/hour)
Content, Content, and more Content!
Social media & blogging content• Full service “Social Media Agency”
$5,000+/mo– Posting– Listening– Commenting– Monitoring
• Freelance $25+/hour– CAUTION: Social media expertise vs. SME
• Fractional FTE – Approx 10% FTE * $45,150 = $4,500/year
Content, Content, and more Content!
Content, Content, and more Content!
Content TypeWhite paper
Article Info-graphicVideo
(Simple)
Video w/ Motion
graphics
Social media posts
TOTAL
# of Artifacts 3 12 3 15 1 52 86
$/Unit $3,500 $1,000 $1,500 $500 $5,000 $100
Fractional Cost $10,500 $12,000 $4,500 $7,500 $5,000 $5,200 $44,700
So, who manages all this?
Cost to Build a B2B Lead-gen Engine
Content$44,700
People$78,159
Tech$86,871
$86,871+ $78,159+ $44,700$209,730
So, who manages all this?
“The owner” of strategy and oversight
10% 25% 50% 75% 90%
San Jose, CA
103492 123734 147020 172547 198746
Austin, TX
82222 100197 120075 141056 161873
West Monroe, LA
68481 87396 108116 129669 150877
$37,500
$87,500
$137,500
$187,500
Compensation Bands
Demand Generation DirectorEXPERIENCE: 10 yearsINDUSTRY: Not SpecifiedORGANIZATION : Private Sector Company
AVERAGE SALARY: $120,975
Cost to Build a B2B Lead-gen Engine
Content$44,700
People$78,159
Tech$86,871
$86,871+ $78,159+ $44,700
= $209,730+ $120,975
= $330,705Director ofDemand-Generation $120,975
Content
People
Tech
Q&A