ViewPoint

NOVEMBER 21, 2013

Do you measure success on the basis of your cost per lead (CPL)? Third, actively nurturing long-term leads can halve your cost per deal closed. Third, actively nurturing long-term leads can halve your cost per deal closed. Find out how to really determine the cost of a lead in this PowerMinute session. By Dan McDade.'

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Cost per Lead CPL Cost Video Marketing 120

ViewPoint

OCTOBER 9, 2012

Twice over the past two years I blogged about the dangers of using cost per lead as a metric to measure marketing. As a foundation, I published three blogs in 2012 in which I outlined three critical elements that impact B2B lead generation costs in the complex sale: 1. Send them 1,000 leads generated at a cost of $23.15

Cost per Lead 120

Cost per Lead Sales Qualified Leads Cost Lead Scoring 120

ViewPoint

MAY 3, 2012

The introductory post in this series addressed the problems and costs of applying the cost-per-lead metric to measure the success of B2B lead generation investments. In the second post, we looked at elements of a complex sale that impact B2B lead generation costs. Shifting to outcome-based accountability and revenue metrics.

Cost per Lead 120

Cost per Lead Sales Qualified Leads Lead Ranking Lead Generation 120

ViewPoint

DECEMBER 14, 2010

The value of a lower cost-per-lead approach may have merit early in the funnel where inbound marketing and marketing automation can be helpful in moving large numbers of sales prospects to raise their hands and express interest. ” Striving for lower cost leads while defining a lead as a sales-ready buyer is a recipe for disaster.

Cost per Lead 120

Cost per Lead Sales Qualified Leads Lead Ranking Marketing Qualified Leads 120

ViewPoint

APRIL 24, 2012

As much as marketing and sales best practices—not to mention just plain common sense—dictate that cost-per-lead not play a prominent role in managing and measuring B2B lead generation investments, the metric continues to prevail. The problems and costs of a cost-per-lead approach.

Cost per Lead 120

Cost per Lead Sales Qualified Leads Lead Generation Cost 120

ViewPoint

MAY 11, 2017

I asked my contact how he thought a company could provide the same level of service for half the cost. Are you automatically going to select the builder that says they can build for half the cost? What else, besides labor costs, factor in to the costs of lead generation?

Lead Generation 168

Lead Generation Sales Leads Sales Qualified Leads PointClear 168

ViewPoint

FEBRUARY 7, 2018

How much should a lead cost? While most people wouldn't quibble with the above reality, many still measure marketing success based on the cost per lead. While most people wouldn't quibble with the above reality, many still measure marketing success based on the cost per lead. It’s about value, not cost.

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Cost per Lead Cost Lead Scoring Lead Ranking 245

ViewPoint

JANUARY 10, 2018

I recently wrote a blog called How Much Does a Lead Cost. One point I made in that blog is that it is ludicrous to generalize about how much B2B leads should cost. One analysis documented the following: “The average cost per lead across all the companies surveyed is almost $200 ($198.44). Guess what.

Sales Qualified Leads 207

Sales Qualified Leads Cost per Lead Lead Scoring Lead Ranking 207

ViewPoint

DECEMBER 12, 2017

Finally, the lead definition was being driven by the objective to reduce cost per lead and not by the objective of providing real value to sales. The cost of an appointment was $900. More than half of the appointments generated weren’t qualified, so that means the cost per qualified appointment was actually $2,250.

Sales Qualified Leads 189

Sales Qualified Leads Lead Scoring Lead Ranking Buy 189

ViewPoint

MAY 23, 2017

Cost per sales qualified lead is $1,250. Did you know that leads cost more than you think, but probably a lot less than you are currently paying? Assume that the deal size is either an on premise license sale or a SaaS model with net present values calculated – for here we just want to make the match easy.

Sales Qualified Leads 192

Sales Qualified Leads Lead Ranking Top of Funnel Work Management 192

ViewPoint

AUGUST 6, 2018

The misconception that building an internal team of sales development reps gives you more control and costs less is widespread. In-house tele-prospecting costs more than outsourcing and by outsourcing you can find superior services (however, you must be careful because there is a lot of mediocrity in the lead generation space).

Marketing Management 136

Marketing Management Sales Qualified Leads Cost Lead Scoring 136

ViewPoint

AUGUST 20, 2018

1) Develop a process to measure the cost per fully-qualified lead. In addition to analyzing the actual cost of a qualified lead (not just the cost to generate a raw lead), you should also carefully measure the progression of leads through the sales process. The actual cost to obtain a fully qualified lead—$2,662.24.

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Sales Qualified Leads Lead Ranking Leads Lead 149

ViewPoint

OCTOBER 3, 2017

When you and your team are focused exclusively on “lead” outcomes, immediate costs are misleading and long-term costs increase dramatically. In an average situation, the cost per lead drops from $1250 to $841 per lead. Regarding cost per lead, you can learn more by visiting this blog. The math isn’t real complex.

Top of Funnel 168

Top of Funnel B2B Sales Sales Leads Sales Qualified Leads 168

ViewPoint

MARCH 22, 2018

The real challenge is to learn how to demonstrate that the extra cost of your product or service is worth it. The formula for calculating value is the benefit minus the cost of achieving or acquiring the benefit - i.e. value = benefit - cost. Dave says selling value is not about cost justification or giving something extra.

Lead Scoring 189

Lead Scoring Lead Ranking Work Management Paid Search Agency 189

ViewPoint

JUNE 16, 2015

How much should a lead cost? Even at 3x the cost, it's not apples and oranges. Focusing on the number of leads and cost per lead misses the point. Focusing on the cost per pipelined deal and/or cost per closed deal IS the point. And instead of: How much should leads cost? What’s a good lead rate?

Lead Scoring 120

Lead Scoring Lead Ranking Cost per Lead PointClear 120

ViewPoint

JUNE 28, 2018

The elephant-hunting sales team was put through an extensive boot camp (at the cost of $15,000 a head) and $250,000 was spent on a logo and tagline by marketing. While marketing was touting these leads, proactive outbound prospecting, in fact, was producing the most cost-effective yet highly qualified sales opportunities.

Enterprise Management 136

Enterprise Management Work Management Marketing Management Sales Qualified Leads 136

ViewPoint

MAY 17, 2018

Regardless, each so-called “lead” cost our client $23.15. In fact, the effective cost per qualified company was $2,660. It is the only way to first understand your actual cost per lead and then you can go on to calculate the cost per closed deal: Summary. The fifth option, 81 Sales Qualified Leads, cost $1,235 each.

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Sales Qualified Leads Buy Lead Scoring Lead Ranking 120

ViewPoint

OCTOBER 20, 2017

Outsourcing teleprospecting offers two, seemingly conflicting advantages: It costs less, and the results are better. Part 1 of this series covers the Costs Less side of the equation. Download More Effective, Less Expensive —a side-by-side, line-by-line cost analysis of inside and outsourced lead generation approaches.

Sales Qualified Leads 149

Sales Qualified Leads Lead Generation Sales Leads Lead Scoring 149

ViewPoint

MAY 16, 2017

When it comes time to exploring how you can increase lead generation ROI, that is, produce better leads more cost effectively, move "technology" to the bottom your to-do list. That is, by not using a cost-per-lead metric.) Technology is great at automating best practices, but you have to have them in place first.

Sales Leads 202

Sales Leads Process Top of Funnel Lead Scoring 202

ViewPoint

JUNE 5, 2009

(..)

Cost per Lead 120

Cost per Lead Cost Paid Search Agency Companies 120

ViewPoint

MAY 18, 2016

A raw inbound lead will cost twice that of an outbound lead once qualified : Inbound leads start out low cost. However, since only a small percentage are truly qualified, the cost to nurture them is high—especially if you are using your direct sales team to do it. an average of $1,350 for a qualified outbound lead).

Planning 168

Planning Sales Qualified Leads Top of Funnel Paid Search Agency 168

ViewPoint

JUNE 8, 2010

(..)

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Cost per Lead Lead Generation Cost Leads 120

ViewPoint

OCTOBER 21, 2017

Another reason is that people have a perception as to how much lists should cost. They think they should cost a lot less than they do, they devalue them. People change jobs, big guys buy little guys. Big guys buy big guys. Big and little guys shut down. The speed of change accelerates every year. It is costly to keep up.

Marketing Automation Services 149

Marketing Automation Services Validation Broadcasting Deliverability 149

ViewPoint

NOVEMBER 13, 2017

To reduce sales lead generation cost, you need to optimize the value of each prospect. What Is Multi-Touch? One way to do this is to avoid under-touching your targets. Touches are a combination of dials, voicemails, emails and in some cases direct mail (multiple media).

PointClear 319

PointClear Media Sales Qualified Leads High Quality Lead 319

ViewPoint

JUNE 5, 2017

Determine which portion of your market you can reach and close most cost effectively. Zero in on prospects with high propensity to buy to keep you from incurring marketing/sales costs that don’t deliver return. Focus on who needs you the most to avoid wasted effort. Segment and stratify. Use dynamic engagement, including triggers.

Top of Funnel 149

Top of Funnel Sales Qualified Leads PointClear Cost per Lead 149

ViewPoint

MAY 10, 2016

Document the cost per lead — and the cost per sales accepted lead, -sales qualified lead, -closed deal. Only with an allbound approach will you be able to efficiently meet your revenue goals. Make marketing accountable for sourcing revenue. Be proactive about putting skin in the game, and give credit accordingly.

Sales Qualified Leads 212

Sales Qualified Leads Cost per Lead Lead Ranking Paid Search Agency 212

ViewPoint

OCTOBER 5, 2018

This blog about lead cost summarizes a lot of research I have done on the subject. There is a table in that blog that recaps the cost-per-lead based on lead source. cost-per-lead—which at first glance sounds like a great deal for a B2B lead. It is interesting to note that one of sources (content aggregation) has a $23.15

Sales Qualified Leads 136

Sales Qualified Leads Lead Generation Lead Scoring Lead Ranking 136

ViewPoint

NOVEMBER 27, 2017

Using a recruiter shortened the replacement process by several months, and the cost of the recruiter was off-set by the reduction in lost sales; time is money. This can cut recruiting time and cost, and plug a territory in 1-2 months instead of in 4-5 months. So, What’s a Sales Manager to Do?

Forecasting 149

Forecasting Sales Qualified Leads Telemarketing Marketing Management 149

ViewPoint

JANUARY 23, 2017

They recently completed a campaign that cost $49,000. Guess how much a traditional, less focused approach that involved reaching out to everyone in the market would have cost? More than 3X as much, costing around $170,000. The company only reached out to organizations that could be high-value clients.

Account Based Marketing 120

Account Based Marketing Sales Qualified Leads Buying Cycle Comparison 120

ViewPoint

JANUARY 13, 2017

Determine which portion of your market you can reach and close most cost effectively. Zero in on prospects with the most propensity to buy to keep you from incurring marketing/sales costs that don’t deliver return. Focus on who needs you the most to avoid wasted effort. Segment and Stratify. Use Dynamic Engagement, including Triggers.

Account Based Marketing 120

Account Based Marketing PointClear ABM Cost per Lead 120

ViewPoint

AUGUST 16, 2018

It costs only an incrementally small amount to nurture long-term leads to fruition. Weigh the cost, weigh the benefit. If the 40 long-term leads are not followed up on simply because they’re a buying cycle or two out, $30,000 (half of the total spent) is wasted.

Lead Scoring 136

Lead Scoring Lead Ranking Sales Qualified Leads Leads 136

ViewPoint

APRIL 24, 2018

You already know how many inquiries or deals you get per 1,000 emails, but do you know the opportunity cost of using email only? Just measure the benefit of human touch against the incremental cost. In other words, how much money are you leaving on the table? I’m not suggesting you ditch marketing automation altogether.

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Validation Marketing Automation Lead Scoring Lead Ranking 168

ViewPoint

MARCH 29, 2017

Another reason is that people have a perception as to how much lists should cost. They think they should cost a lot less than they do, they devalue them. People change jobs, big guys buy little guys. Big guys buy big guys. Big and little guys shut down. The speed of change accelerates every year. It is costly to keep up.

Marketing Automation Services 120

Marketing Automation Services Validation Broadcasting Deliverability 120

ViewPoint

JUNE 23, 2015

It costs three times that of the closest competitor, but the cost is made up each year through a 75% lower cost of operation and maintenance. I know cost is a factor in every decision, but it isn’t the only factor. I met with a prospect yesterday. No brainer right? Probably half—to start.

Work Management 120

Work Management Blogger Paid Search Agency B2B Sales 120

ViewPoint

FEBRUARY 26, 2016

Furthermore, the financial and time cost of a raw inbound lead can be double or more the cost of a qualified outbound lead. This is probably one of the least common marketing activities, but it is almost always well worth the time, effort, and cost. Marketing, not sales , should be targeting the right market(s).

Inbound Marketing 149

Inbound Marketing Enterprise Management Trade Show Lead Nurturing 149

ViewPoint

APRIL 14, 2017

In the end, we generated more the twice the number of leads at one-third the cost. Contact me at dan.mcdade@pointclear.com to discuss sales close rate, cost per lead and other topics of interest to you. If you want to read more, in this post I answer the question: Would you rather get 56 leads for $49,835 or 27 leads for $172,200?

Lead Generation 176

Lead Generation Sales Qualified Leads Sales Leads Generation 176

ViewPoint

NOVEMBER 15, 2016

How an Account-Based Marketing approach reduced a marketing program cost from $175,000 to $50,000 and improved results? Are there enough hunters, beaters and farmers in sales? What is multi-touch, multi-media, multi-cycle marketing? All in less than 40 minutes. Listen here.

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Account Based Marketing Cost Buy Leads 120