For many B2B marketers, high cost per acquisition (CPA) is a familiar headache, but it doesn’t have to be. By implementing these tips around your data strategy, you can take back control, drive efficiency, and significantly lower CPA.
When CPA is high, it drains budgets, limits campaign scalability, and makes it harder to achieve significant ROI. Using tried and true certified data can help you take control of your campaigns and lower cost per acquisition.
Cost per acquisition measures the cost of acquiring a new lead. It’s calculated by dividing the total marketing spend by the number of conversions generated within a specific campaign or timeframe. CPA is a critical metric for evaluating marketing efficiency and the profitability of your efforts.
A low CPA means your campaigns are working. You're reaching the right audiences, your ads are resonating, and you're efficiently driving new customers or leads at a sustainable cost. On the other hand, a high CPA should raise a red flag—too much is being spent for too little return. But what drives CPA up?
Bad data is the silent killer of marketing performance. Poor-quality data impacts every stage of the funnel, leading to wasted resources, missed opportunities, and inflated costs. Marketers are acutely aware of this problem. In fact, in our recent research, 60% of marketers reported that improving data quality is a top challenge and 66% reported that improving data quality is a top priority.
Some of the ways bad data drives up CPA include:
The good news? Anteriad has the solution to smarter spending and better targeting. Certified B2B data.
Working with a trusted data partner to source high-quality data is a proven way to improve results and lower your CPA. When you're looking for the right data provider, it can be challenging to determine how partners stack up against each other. How can you tell if their data is going to drive results? Look for certified data.
Certified data is data that has been rigorously vetted by a third-party for accuracy, quality, and compliance with industry standards. Unlike generic data sets, certified data provides marketers with a foundation they can trust. Anteriad's data, for example, is certified by Neutronian and has been independently verified to ensure top quality and compliance.
By leveraging certified data, B2B marketers can be sure they are working with the best information possible and rise above the limitations of bad data to build campaigns that drive better results.
Our certified data outperforms non-certified data in several key areas, as demonstrated in real-world tests we've run with Causal IQ. Here’s why high-quality data is so effective at lowering CPA and improving results:
1. Laser-focused targeting
When you have high-quality data, you can be confident it's accurate and up-to-date, allowing you to target the right audience precisely. Whether it’s by industry, job title, or purchase intent, high-quality data ensures that your campaigns are hyper-targeted to reach the most relevant prospects.
In a test conducted with Causal IQ, Anteriad’s certified data achieved a 50% higher click-through rate (CTR) in financial services campaigns compared to non-certified B2B data. This kind of precision reduces wasted impressions and clicks, ultimately driving down CPA.
2. Improved attribution
With better tracking and attribution, quality data gives you a clear understanding of what’s working and what’s not. These accurate insights allow you to strategically allocate your budget to the most effective channels and tactics.
With better attribution and optimized spending, you can make your budget work harder and get more out of your campaigns and lower your cost per acquisition. In tests of display and video campaigns for B2B telco, Anteriad's certified data reduced CPA by 40%.
3. Actionable insights
High-quality, certified B2B data provides marketers with actionable insights. Instead of relying on assumptions or incomplete data sets, you’ll have a clear picture of audience behavior, preferences, and needs. This empowers better decision-making and more effective campaign execution.
When you know who is in market for your solutions, you can make more strategic decisions about when and where to run campaigns that pack a punch. Using this information can drive better results.
4. Cost efficiency
By eliminating the inefficiencies caused by bad data, certified data drives better results while reducing overall spend. For instance, Anteriad's certified B2B data drove a 52% higher CTR and 52.5% lower cost per acquisition as well, demonstrating how quality data delivers stronger engagement at a lower cost.
High cost per acquisition doesn’t have to be a permanent problem. By addressing the root cause—bad data—and using certified data, B2B marketers can unlock more efficient campaigns, better targeting, and lower CPA.
Certified data is more than just a solution; it’s a competitive advantage. With proven results across industries, Anteriad’s certified data can help you drive better performance at every stage of the funnel.