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Marketers evaluate leads based on two main criteria: conversion and cost. But lead quality does not depend on these factors. Here’s why.

High conversion is a clear indicator of… marketing inefficiency. Employees work only with hot clients who type your website or brand name into the search engine themselves — that is, they want to buy from you themselves . Marketers use only the simplest tools and practically do not work with the upper, cold levels of the sales funnel.

As a result, you lose the flow of customers who have gone to competitors. What’s worse is that you have the

Illusion of success of the promotion strategy

Low cost per lead is great! But only if you can library shop scale the channel with cheap acquisition. Most likely, the number of leads for 10 rubles is very limited, and attracting each subsequent client will cost more.

Thus, the logic of marketing amateurs “the cheaper, the better” narrows business thinking and is fraught with lost profits. The main criterion for assessing the quality of a lead, in our opinion, is the profit indicator from attracted clients.

Let me give you an example. You can come to a marketer, reproach him for excessively expensive leads (let’s say, 10 thousand rubles) and insist on 5 thousand rubles per application. He will obediently complete the task. At the same time, the number of leads will also fall by half,

The conversion from lead to sale will most likely also suffer

50 leads at 5 thousand rubles are much more economical for a business than 100 leads at 10 thousand rubles. But the absolute amount of profit in both cases will also be fundamentally different. By limiting itself in promotion, the company lost money.

If leads are coming steadily, but there are no sales, the problem is probably deeper than the unsuccessful selection of landing page colors. Among the how to apply b2b marketing strategies to a startup real reasons are low-quality leads, unclear advertising conditions, lack of correct scripts and other sales tools from managers. An audit with an expert from Aktion Marketing will help you find out what the problem is . Based on the results of the session, you will receive recommendations on how to improve promotion.

More about lead generation – follow the link .

Typical mistakes when assessing the quality of a lead
Estimate the cost of a lead based on the last point cz lists of contact. The client came from branded traffic, which means that advertising is the most profitable promotion channel. This approach completely ignores the client’s path. And before entering a branded query into the search, he read articles, saw ads on TV, watched bloggers’ recommendations. You paid for this too.
An even bigger mistake is to exclude channels that work with the client at the upper levels of the sales funnel. Conversion there is always objectively lower.
Do not set a maximum cost per lead. Any acquisition price is justified when the lead brings profit , so there is no point in optimizing the lead price and chasing its “cheapness”, it is important to optimize the absolute value of profit.
Sacrificing the cost of a lead to the detriment of its quantity. While you are reducing the cost of leads, your competitors are increasing their presence in the market.

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