How to Combat the High Cost of Prospect Acquisition: A Seasoned Marketer’s POV


Here’s the nuclear winter scenario: The higher the number of calls to reach a prospect to determine who they are and any level of interest, the higher the failure rate. So, companies are now accepting 90%+ failure rates in their outbound call centers. Then they send more email to larger populations of leads, with declining open and click rates. I can remember 75% open rates and 15% click rates on email. List brokers vary wildly in quality.

Deliverability Blunders & How They’re Solved


We laughed, we cried, we pinky swore to clean our lists. At the time the EU didn’t have the regulations it has today; things were a lot looser, and one thing that was particularly loose was mailing lists, buying them and renting them (both B2B and B2C). List brokers we’re doing really good business there. We were on an uptick, getting into more inboxes and someone in her company sold her a list. The biggest lesson there was don’t buy or rent lists.

PODCAST: Deep Dive Into Data


But then, do it in a size…and we believe it should be broken up in chunks where you can then iterate and optimize…so break it down at a level that you can run it, get a certain open rate, a get a certain engagement point, whatever that is for you, and then get a conversion to a lead or a sales opportunity and then come back and say, like, which variant of the messaging worked well, which day of the week, which step the process.