ANd management You can copy and paste the

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Employee salary and Employee % of FTE rows if you need to add more employees. Certain companies want to understand cost per lead, excluding internal marketing team salary costs. That’s okay. If that’s the case, simply set those values to zero or delete those rows. But in our estimation, the true cost per lead should include that spend because the internal team is required to run the ad process, and without them, no ad-based leads would be generated.


You can also run the calculator with and without internal team member costs and report on the difference. Inbound costs The inbound costs section has rows for spend on software and assets (landing usa consumer email database page software, email software, etc.) plus sections for people costs as discussed above: inbound costs The flexibility of the spreadsheet calculator becomes really useful for computing inbound marketing costs because of what we said above: “Inbound marketing” encompasses a suite of different activities.




This means, from a cost perspective, it includes a variety of different costs you’ll need to add up. In the inbound costs section of our CPL calculator (screenshot above), there are line items for: Agency costs: Add as many of these as you like if you have different agencies for SEO, content marketing, etc. In-house employee time: Again, just copy and paste these rows to include percentages of salary spent on employees working on inbound marketing Tech and asset costs: Add as many of these as you need for landing page software, blogging platforms, marketing automation software, graphics, and other assets, etc.