Welcome back — jump to Tutorials, Support & Docs, or What’s New. Go to PlatformNot you?Log out
Welcome back — jump to Tutorials, Support & Docs, or What’s New. Go to PlatformNot you?Log out
Welcome back — jump to Tutorials, Support & Docs, or What’s New. Go to PlatformNot you?Log out
Platform AI Agents Customers Developer Docs Services Company Careers Blog 2026 Benchmark Report Resources Comparisons Buyer's Guide Integrations Use Cases Tutorials Events Sign In Book a Demo
2026 B2B Benchmark · Finding 07 of 08

Retargeting sourced 9.6x of pipeline per $1 at $196 a lead. Cold prospecting cost $187.

Warm and cold audiences cost about the same per lead. Retargeting returned more pipeline per dollar than lead-gen spend overall, 7.97x.

153 advertisers, $57.6M of 2025 spend, CRM pipeline for 90 of them

Sourced pipeline per $1, 2025

What to do with it

Do

Keep retargeting funded even when its cost per lead looks no better than cold. It pays on pipeline.

Test

Give cold and retargeting their own budget lines. Cold creates the demand that retargeting harvests; judge each on its own pipeline.

Do not assume

That retargeting is the cheap half. It cost $196 a lead against $187 cold.

The numbers

AudienceCost per lead
Retargeting$196
Cold prospecting$187

153 advertisers, $57.6M of 2025 spend, CRM pipeline for 90 of them. Pipeline is the value of opportunities the CRM credits to an ad-generated lead.

Filter these numbers by company size, industry and channel

Next findings

Finding 08
On LinkedIn a small-company customer cost $31k. Mid-market $103k. Enterprise $78k.
Set a cost-per-customer target per company size. One blended number hides a 3x gap.
Finding 01
Every $1 of lead-gen ad spend sourced $7.97 of pipeline in 2025.
Report pipeline per dollar to the board, beside cost per lead.

Split cold from warm and see what each returns

We separate your prospecting and retargeting spend and report pipeline per dollar for each.

Benchmark my numbers