Ben Billups — Founder, Breaker
Published:
I divide cost per lead by ICP match rate to get a cost per qualified lead, and divide it by open rate to get a cost per engaged lead.
What does Ben Billups say on The Agile Brand podcast?
Ben Billups, Founder, Breaker, says: Ben Billups, founder of Breaker, argues that the AI-driven panic about readers distrusting AI-written B2B email misses the real problem: relevance. He advises marketers to prioritize audience definition and targeting, measure leading vs. lagging indicators sensibly, compute cost-per-qualified and cost-per-engaged leads, and be patient with newsletter programs because purchase intent often emerges many months after initial contact.
From: The Agile Brand podcast
Cite as: Ben Billups. (2026). On The Agile Brand podcast. Retrieved from https://research.agilebrandguide.com/insights/ben-billups-i-divide-cost-per-lead-by-icp-match-rate-to-get-a-cost-per-q