What is an Example of Pay Per Lead? 8 Models To Know

February 13, 2024

ViB Editorial Team


Topics we'll cover

What is an example of pay per lead and how does the model work? Let’s talk about some common models that fall under this pricing category, and also some case studies, to see if it’s really worth it.

Graphic of what is pay per lead - b2b demand generation pricing model at ViB

If you’re new to the idea of “pay per lead”, it’s really a performance-based pricing model that lead generation companies and software could offer. This model values concrete lead metrics (like registrations downloads) as opposed to more awareness level metrics like impressions and clicks.

With any pay per lead approach, you’re typically shelling out only for qualified leads that actually show interest in what you’re offering. 

Now, compare this to other lead generation models like PPC, where you pay for every click, whether it turns into a lead or not. Or CPM, where you’re billed for impressions with no guarantee of any interaction.

See the difference?🤔

For businesses hungry for quality leads and a bang for their buck, B2B pay per lead is where it’s at. You pay for results, and what you get are leads that are likely to turn into actual customers. It’s a smart move that keeps advertising costs down and gives you a clear expectation of returns.

Pay per lead generation companies set a fixed fee for every qualified lead, so you always know how much you are paying and what you will get in return.

So, should you invest in the pay per lead model? 

Yes, I believe it is vital to do so, as lead generation is the no.1 concern of 91% of B2B marketers.

What is the pay per lead generation model?

The pay per lead (PPL) generation model is a type of advertising arrangement where businesses pay exclusively for qualified leads.

In this model, advertisers only pay when someone takes a specific action that indicates interest, such as filling out a form, signing up for a trial, or requesting more information.

So, if a company is using a Pay Per Lead model, they only incur costs when they actually get leads that have shown some level of interest in their products or services.

It’s a cost-effective way to get potential customers by paying for tangible leads instead of just exposure.

Let me provide some examples to help you understand the pay per lead model.

Get the full infographic here. Otherwise, let’s break each of these down a bit further.

What are some examples of B2B pay per lead?

The beauty of B2B pay per lead model is that it is not a one-size-fits-all deal. Depending on your goals, you might be given options to choose different types of pay per lead services. That’s a good thing, though; you might be wondering which model best suits you.

Here, I will walk you through the various pay-per-lead services. You can discover what each service offers and whether it will give you the best investment return.

Example 1: Pay per appointment

Pay per appointment model is designed for B2B appointment-setting services. These are specialized solutions that connect businesses with potential customers by arranging appointments. 

In this case, the client will only need to pay for qualified leads that are interested in their services and requested a meeting. This meeting could be anything from an initial get-to-know-you chat to a product demo.

Pay per appointment campaigns have lower risks because your lead is already qualified and interested in your services. As such, pay per appointment effectively reduces time in generating leads by the sales team. Plus, the chances of converting leads are also high.

Let me break down the various categories that pay per appointment comprises of:

a) Pay-per-appointment scheduled

Pay per appointment scheduled is a B2B pay per lead generation approach where clients pay for scheduled meetings. It’s a straightforward deal – you pay for every planned appointment, whether the potential customers decide to show up or not.

b) Pay-per appointment held

Pay per appointment held is a more practical approach. In pay per appointment held meetings, you only pay for meetings. So, if you have set up ten meetings and only three are held, you will only need to pay for those three meetings.

c) Pay-per-qualified appointment held

If you want a sure-fire deal, the pay-per-qualified appointment held model is it! In the pay-per-qualified-appointment-held model, you’re only paying for meetings that satisfy the requirements set by both ViB and you. It’s not just about any meeting – it’s about quality interactions that align with your expectations and ViB’s standards.

Schedule meetings that convert into real leads

Need leads, yesterday?
If you’re low on time, budget or resources, here are 4 strategies you can try to get great leads even at the last minute.

Example 2: Pay per download

Thinking about sharing great content like eBooks or whitepapers for your tech marketing?

Your best bet is pay per download – where you only pay when users download the content. It’s a metrics-driven model that measures audience interest. 

Check out ViB Syndication for measurable content distribution and ROI. Pay per download is your go-to model for generating qualified leads!

Example 3: Pay per attendee

If you opt for the pay per attendee model, you will only have to pay for professionals participating in your webinar or online event. At ViB Webinars, we assure you a specific number of attendees, adding predictability to your event’s turnout.

It’s a time and cost-saving move! 😎👍

Example 4: Pay for performance

As the name implies, pay for performance is a pricing model where you only pay based on your marketing campaign’s effectiveness. It offers various subsets, all geared towards delivering qualified leads for maximum client value.

However, it can be tricky to gauge performance without clear metrics. So, always establish key performance indicators (KPIs when using this model

This model works well for smaller companies and startups that have limited budgets. You can also implement it on a per-project basis.

Example 5: Pay per qualified leads

Think of the pay-per-qualified-lead model as a refined version of the pay-for-performance approach. This model zeroes in on leads with a higher likelihood to convert. In this setup, companies rigorously vet leads before passing them on to you.

Typically, a threshold is established, particularly when identifying your target audience. Only leads that meet your specific criteria and have a higher chance of conversion make the cut to become paying customers. It’s all about quality over quantity in this model.

“ViB delivered what they promised. We were blown away by the quality of the leads, the quality of our meetings, and the high rate of conversions.”

What are some real-world examples of B2B pay per lead campaigns?

Looking for proof of ViB’s success? Let me share a few real-life case studies with you that showcase the efficiency of our pay per lead campaigns:

PTC case study

PTC, a global software company led by Director of Demand Generation Tom Pappalardo, faced a shift in marketing plans due to the impact of COVID-19 in 2020. With a focus on webinars to adapt to the new business environment, Tom sought ways to boost attendance and registrations. 

The company turned to its long-time partner ViB and leveraged precision-targeted webinar leads from ViB’s active community. 

The results were dramatic, with ViB’s high-quality leads driving brand awareness and increasing webinar attendance. Tom emphasized ViB’s consistent data quality, cost-effectiveness, and the personal touch provided by ViB President Sean Shea, making ViB the go-to vendor for PTC’s success.

Donoma case study

In 2020, Donoma Software faced the challenge of launching its new product, OneVault, amidst the pandemic’s disruption to planned industry events. Parker Pearson, VP of Marketing and Business Development, approached ViB for a creative solution. 

Leveraging ViB’s full-service custom webinar offering, Parker benefited from a cost-effective approach where ViB managed event logistics and attendance. 

The June webinar, which coincided with the OneVault launch, garnered 140 registrations, contributing to Donoma’s goal of 500 net new opportunities for the year. The event facilitated early-stage buying conversations, positioning Donoma as a solution for the target audience. 

Parker values ViB’s engagement, responsiveness, and collaborative approach in connecting their offering to a receptive audience, making ViB a valuable resource for awareness and audience connection.

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The bottom line with the pay per lead model

Pay per lead programs are performance-driven pricing models that ensure businesses only pay for qualified leads generated through their marketing efforts. 

It’s a shift from traditional metrics, like clicks, to actual customer engagement. This approach guarantees a clear return on investment and puts an end to wasted advertising budgets – and what more could a marketer want, right?

Ready to level up your pay per lead marketing game? 🚀

Get access to warm tech leads that already opted into our ViB Community – a buzzing space with millions of tech enthusiasts exploring the latest technologies.

Our diverse community, crafted based on real surveys and behaviors, ensures you connect with the right crowd. Let’s make those meaningful connections! Connect with us today, or check out a trial below! 👍

Test drive ViB Appointment’s unique opt-in approach to B2B appointment setting with a discounted first-timer’s trial today. 

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