2022 CPL和CAC基准[HubSpot Research]

作为营销人员，您知道您必须花钱才能赚钱。当您尝试生成潜在客户并获取新客户时，尤其如此。但是，如果有方法可以削减潜在客户产生和客户获取成本而不削弱任何一个指标。

为了帮助完善您的营销策略以降低获取潜在客户和客户的成本，以下是最近对数百名营销人员进行的HubSpot调查中的一些有用的CPL和CAC基准。

降低CAC的最有效策略

客户获取成本（CAC）是一家公司必须花多少钱来吸引新bob全站app客户。在我们的调查中，我们发现公司和行业之间的CAC差异很大 - 我们调查的营销人员中有将近一半（48.9％）表示，CAC在过去一年中有所增加。另外48.9％的人报告其CAC的停留状态大致相同，只有2​​.2％的人表示CAC减少了。

When we asked marketers what they found to be the most effective strategies in lowering CAC, the majority (67.6%) reported improving customer retention among the most effective. Other strategies reported to be effective are:

• Implementing a customer referral/affiliate program (62.5%)
• 优化销售渠道（57.6％）
• Conducting market research to better understand the target audience (55.8%)
• Using a CRM (Customer Relationship Management Software) to streamline their sales cycle (53.8%)

营销Channels with the Highest and Lowest CAC

Being mindful of the channels you're using and how much those channels cost is another way to lower the cost of acquiring customers.

营销Channels with the Lowest CAC

In our survey, 59.8% of marketers listed social media as one of the channels with the lowest customer acquisition costs. 55.8% said the same about email marketing, 41.4% listed experiential marketing, and 40.8% said websites and blogs.

营销Channels with the Highest CAC

当被问及最高CAC的营销渠道是什么时，有47.4％的营销人员提到了付费社交，这是在第三方社交媒体平台上显示赞助广告内容的做法。46.2％的人表示体育赛和贸易展览是最昂贵的，有42.1％的人表示物理广告，而42.9％的人表示印刷广告。

降低CPL的最有效策略

Cost-per-lead (CPL)是产生新的潜在客户需要多少钱。与CAC不同，我们调查的大多数营销人员（56.2％）报告说，过去一年中，CPL一直保持不变，只有37.7％的人表示CPL增加了。

However, almost 70% of marketers still said their company is working to reduce CPL.

60% of marketers told us optimizing their website to convert leads into customers is among the most effective strategies for lowering CPL — that generally means taking strides like adapting websites for mobile devices or reducing page load times

Other effective strategies listed by marketers are:

• 分析广告活动绩效数据（55.9％）
• A/B测试（52％）
• 通过投资SEO来利用有机搜索流量（52.8％）
• Conducting market research to better understand target audience (51%)

营销Channels with the Highest and Lowest Quality of Leads

并非每个潜在客户都是一个好的潜在客户 - 他们并不需要从公司购买产品或服务的需求或愿望。bob全站app为了确保您吸引目标受众，以下是营销人员说的频道的细分，说吸引了铅的最高和最低质量。

营销渠道导致最高质量的潜在客户

在我们的调查中，有44.7％的营销人员提到社交媒体是吸引最高质量线索的渠道。这可能与依靠有针对性算法的社交媒体应用有关，这些算法将用户指向他们喜欢消费的内容的方向。

41.1％的营销人员还搜索引擎优化（SEO）作为高质量潜在客户的来源，以及内容营销（37.1％），有影响力的营销（37.1％）以及虚拟活动，网络研讨会和会议（38.1％）

营销渠道导致线索质量最低

我们的调查发现，有38.3％的营销人员报告了直接邮件导致铅质量最低。37.8％的电子邮件营销也报告了相同的情况，而35％的人回答了体验式营销。

CPL最低和最高的营销渠道

与CAC类似，降低产生潜在客户成本的另一种方法是寻找成本最低的渠道。

营销Channels with the Lowest CPL

45.6％的营销人员在我们的调查中报告说，电子邮件营销特别低CPL。大约有40％的人对网站和博客说同样的话，而42.6％的人也对社交媒体说了同样的话。百分比重叠，因为受访者可以选择最多三个答案。

每条线索成本最高的营销渠道

我们调查的一半营销人员提到有影响力的营销是每个线索成本最高的，这一趋势源于以下趋势，即具有较大追随者的影响者往往具有很高的速度。

44% of marketers reported print advertising to have the highest cost, and 42.5% of marketers said physical ads. Virtual events, webinars, and conferences were said to have the highest costs by 40.5% of marketers.

Now that you know which strategies and channels are the most effective for lowering CAC and CPL, you can confidently refine your marketing strategy to attract new customers and leads while also saving money.