4 B2B pay-per-lead services for every lead gen goal

Are you struggling to find high-quality leads in a bottomless pit of empty promises? 

You ticked all the right boxes, ran campaigns, created content, and optimized your strategy like a pro. 

Yet, the leads aren’t flowing at the rate you expected. What’s worse, the leads you do manage to generate aren’t translating into sales.

The solution to this predicament is B2B pay-per-lead services.

With the right partner, you only pay for real, live leads that can fuel your sales and skyrocket your growth.

In this article, we’ll break down B2B pay-per-lead marketing, its major services, and real-life success stories.

What is pay-per-lead B2B marketing and lead gen?

“Leads” are potential customers who have expressed some interest in what you’re offering.

Not every lead is created equal:

• Cold or contact data: The bare minimum, where you’re dealing with just contact information of a new set of audience (usually sold by data providers)

• Targeted leads: Not-so-warm prospects who align with your ICP, but haven’t shown much interest in your offerings.

• Warm leads: Somewhere in the middle – they’ve expressed interest but aren’t sprinting to the checkout just yet. They need a bit more nurturing.

• Sales qualified leads: These are the cream of the crop – genuinely interested potential customers who align with your ideal customer criteria and are likely to make a purchase.

To make the most of your efforts, your sales team should cozy up to those qualified leads. That’s where you customize your digital marketing tactics to save time, effort, and money.

This is where B2B pay-per-lead services come in:

Unlike traditional models that charge for clicks, impressions, or a list of new email addresses, pay-per-lead ensures payment is tied directly to tangible, potentially valuable leads. As such, it can result in higher-quality leads.

In the B2B tech sector, where precise targeting is the name of the game, pay-per-lead services are the secret sauce that lets martech companies fine-tune their marketing budget. You’re not spreading your resources thin; you are pinpointing them to where they will have the most impact.

4 types of B2B pay-per-lead services explained

1. Webinar marketing services: Pay per attendee

Webinars are a powerful tool for connecting with your audience, providing valuable insights, and sparking interactive discussions. However, are you aware that the typical attendance rate for B2B tech marketers’ webinars averages only 37.5%?

With a pay-per-attendee service, marketers can ensure their webinars not only deliver content but also guarantee a substantial number of registrants. This means more eyes on your content and increased opportunities to turn those attendees into qualified leads.

ViB Webinars is your all-in-one solution for virtual events, making the whole process a breeze. We handle everything from planning and promotion to hosting, tracking, and delivering leads. 

We’ll keep promoting your B2B event until your goals are met, with no hassle on your end. If you want to connect with a tech-savvy crowd, we have our million-strong community for that. You just give us your topic and speakers, and we’ll set up a top-notch webinar, live or simulated. 

Case study: Donoma Software

In 2020, Donoma Software had big plans for their new product, OneVault, but the pandemic threw a curveball, canceling major industry events. Parker Pearson, the VP of Marketing & Business Development, needed a creative way to generate buzz and business in this new landscape. That’s when ViB came into play.

After a successful lead gen engagement with ViB, Parker explored their custom webinar offering. ViB took the reins on the logistics and attendance, allowing Parker to just show up and present. The result? A webinar in June coincided with OneVault’s launch, filling Parker’s pipeline with over 140 registrations and sparking early buying conversations.

Parker appreciates ViB’s collaborative and responsive approach. The partnership isn’t just about promoting Donoma Software; it’s a two-way street. ViB connects them to an audience genuinely interested in solutions like OneVault. According to Parker, ViB is the go-to resource for raising awareness and connecting with the right crowd. This successful webinar not only hit their yearly goal but also solidified ViB as a valuable ally in navigating the niche market with precision.

2. Content syndication: Pay per download

Content syndication is a strategic approach to amplify your content’s reach by distributing it across multiple platforms.

Your main goal is to expand your exposure beyond your channels by connecting with a broader, more diverse audience. 

But there are hurdles. Making sure your content resonates with varied audiences isn’t as easy as it seems. One size rarely fits everyone in content syndication.

With pay-per-download, you get a straightforward way to boost your content’s reach and gather leads genuinely interested in what you offer. It guarantees downloads of your digital assets, ensuring your content reaches your target audience. 

Moreover, pay-per-download means you only invest when your content gets the attention it deserves, making it a cost-effective strategy for content promotion and lead generation.

Generating a guaranteed volume of leads with ViB Syndication

With ViB Syndication, it’s all about guaranteeing results for your valuable assets. We take your content and match it with tech profiles actively on the lookout for fresh insights and solutions. Our qualified download guarantee is the secret sauce that helps you get the outcomes you signed up for.

Whether you’re after specific job titles, company sizes, or industries, we are equipped to pinpoint and deliver your content directly to the right audience.

And you only pay for leads that meet your quality standards. Every lead goes through a vetting process that aligns with your targeting specifications.

Case study: Google

Mike Hardwicke Brown, the VP of Demand Generation at Google, faced a common marketing challenge: getting top-quality content beyond their website. Traditional content syndication platforms were costly, led to content fatigue, and yielded no sustainable results.

With ViB Syndication, however, things took a turn. ViB not only met but exceeded expectations—no content exhaustion, consistently high-quality leads, and a vendor committed to enhancing performance.

The success story extended to ViB’s B2B appointment setting service. The first 10 appointments generated by ViB resulted in 8 meetings, 6 of which became opportunities.

ViB proved to be the game-changer Google needed for impactful and efficient lead generation.

3. Intent data services: Pay per intent shown

Intent data unveils clues about a prospect’s real interests and buying intentions, guiding you to the right opportunities.

However, it comes with its own set of challenges, such as sorting through all of that and pinpointing the prospects truly committed to sealing the deal. Not to mention the ambiguous buyer intent signals.

This is where ViB Deal Intent comes in!

How does ViB Deal Intent uncover guaranteed opportunities?

This solution allows high-tech marketers to pinpoint sales-ready leads, with signals like increased content consumption, recent budget approvals, and inquiries indicating a strong likelihood of purchasing readiness.

ViB Deal Intent provides explicit intent data, including the lead’s interest timeline, role in the buyer committee, decision-making stage, goals, challenges, budget, competitors considered, and explicit interest in being contacted.

Armed with this information, sales teams can operate more efficiently, focusing efforts on prospects who are not just interested but are also more likely to convert into customers.

4. Appointment setting services: Pay per appointment

If you wait too long for leads to come to you, chances are you are going to be left behind in the dust. Wouldn’t it be great if you could just skip to a sales meeting?

However, that’s easier said than done. 

Here’s why:

Download the full infographic here.

ViB Appointments makes guaranteed meetings possible

This solution connects you directly with potential buyers who willingly apply for demos or meetings. It allows marketers to leverage our vast high-tech professional community to cut through the noise and accelerate sales cycles.

Our pay-per-completed meeting model ensures you pay only for successful engagements.

ViB Appointments enables precise targeting by job title, geography, and industry. We actively promote your request, members sign up, and we hand over the contact details so you can schedule meetings.

This gives you a direct path to reach intended appointments and make impactful engagements.

Let me show you how it’s done:

Case study: Ermetic

Ermetic, a cloud infrastructure security startup, partnered with ViB in 2018 to scale its global sales. Facing challenges with brand awareness, ViB’s brand-agnostic landing page within the ViB Community delivered twice as many meetings as Ermetic’s small internal team. ViB Appointments became a key component of Ermetic’s growth strategy, delivering higher opportunities to close than other lead sources. 

Despite initial skepticism, Bruce Gibson, now AVP of Inside Sales, highlights ViB’s commitment to quality, messaging control, and higher conversion rates. With a 50% lead-to-opportunity conversion rate, a $100,000 average opportunity size, and a 20% higher opportunity size than internal sources, ViB Appointments has proven indispensable for Ermetic’s hypergrowth.

How much should you pay for lead generation?

According to Marketing Charts, the current average cost per lead is $208.

However, the actual cost of lead generation can vary widely depending on factors such as industry, target audience, lead quality, and methods used.

There isn’t a one-size-fits-all answer, as different businesses have different goals, resources, audience sizes, and lead conversion difficulty.

ViB’s plans and pricing options enable customization, letting you define targeting requirements, adjust volume, and scale with subscriptions to meet diverse goals and budgets.

Similarly, you can define your targeting requirements, whether broad or niche, based on factors such as job titles, levels, geography, company size, revenue, industries, technologies, or ABM lists.

Discover ideal solutions for your business through our affordable and transparent pricing packages.

Why the pay-per-lead model is a game-changer in lead generation

• Assured results: With the pay-per-lead model, businesses only pay for the actual leads delivered. This straightforward approach ensures that you’re getting tangible outcomes for your investment, making it easier to measure and justify the costs

• Higher ROI: Pay-per-lead models ensure that every budgeted portion contributes to a high ROI, giving you a solid return on investment in lead generation.

• Flexibility in volume: This model allows businesses to set specific lead volume targets based on their needs and goals.

• Incentives for quality: Your pay-per-lead partner has a direct incentive to generate high-quality leads, as their success hinges on your progress.

• Simplified negotiation: Negotiating and extending contracts become more straightforward in the pay-per-lead model. Businesses can clearly define expectations, agree on a specific cost per lead, and evaluate the partnership’s success based on actual delivered results.

• Budget-friendly: This model is particularly advantageous for businesses with varying budgets. The flexibility to adjust lead volume and the ability to customize targeting specifics allow businesses of all sizes to participate in and benefit from these lead generation services.

B2B lead generation companies can be your secret weapon for acquiring top-notch leads at lightning speed, giving you a competitive edge.