Lead generation can be a challenge for B2B marketers. On the surface, the more leads that you generate, the lower the cost per lead (CPL) is and the better you feel about the elements of the marketing campaign. To take this one step further, it is essential to understand who these leads are, what they are costing you and what next steps should take place to ensure the leads are on-target to the audience you want to reach. These insights can help your organization set goals and budgets for the current marketing campaign and any in the future.
In this blog, we¡¯ll walk you through key lead generation calculations, techniques and best practices that can help you understand campaign results and take actionable steps for an optimized and successful lead generating marketing campaign.
1. Determine the Overall Campaign Budget
The first thing you¡¯ll want to do for your marketing campaign is to determine what overall budget you have. This will vary by campaign and organization, but this should be the starting point for all campaigns. Oftentimes campaigns will be given a certain time frame to run, such as a month or twelve weeks. The budget could then be determined by a certain amount per week or month, but this depends on how the marketing campaign is planned. The more exact numbers for the overall budget, the better. This will then give you the constraints of how much you can spend for ads, other marketing costs and any additional tools. For example:
Effectively communicate marketing campaign progress and results using the tips and strategies in our B2B Marketing Performance eBook. Download it now!
2. Establish a Target Number of Leads and Cost Per Lead Range
Now that you know how much you have to spend on your marketing efforts, you want to calculate how many leads you would like to generate from the campaign. Then, over time, you can track your progress to see if it is on target with your goal. Taking into consideration the overall budget available, it is important to know what an acceptable CPL is. Will it be several hundred dollars per lead? Will it be almost one thousand dollars per lead? Establishing a target CPL amount or CPL range can help you gauge how the marketing campaign is performing and what your leads are costing you. As the campaign time frame comes to an end, you can evaluate performance and see what progress has been made.
3. Research Industry Cost Per Lead Benchmarks
It¡¯s important to keep in mind that the cost of a lead will vary per industry. For example, banking and healthcare are two very different industries that require different types of marketing, which means their average cost per lead will most likely differ. Certain websites have collected industry data and presented their findings for average cost per lead. These sites are very helpful when comparing how your marketing campaigns are faring and what the cost per lead is totaling. Through this research, you might also find if the marketing tools you are using are effective for your particular industry.
4. Pay Attention to Budget
Now that you know what you¡¯re spending, you want to pay close attention to the budget. Depending on what marketing efforts are included in your campaign, it might require you to monitor weekly or even daily to ensure that you aren¡¯t overspending, or even underspending. While this information is key in the immediate term, it can also be useful for future marketing campaigns. This can allow you to set goals and find new areas where you can acquire leads and generate revenue. Plus, this gives you data to make any future decisions. If one aspect of the campaign did not perform as well as intended, it might be worthwhile to switch to a different tactic or reevaluate how to make improvements.
5. Analyze and Filter Through Leads
It would be an ideal situation if every lead you received from your marketing campaign was exactly your target audience and the ideal individuals to target. But often you will generate leads that aren¡¯t quite on point or match the buyer personas in place. Thus, filtering through the leads you receive and doing some analysis will ensure those that you do follow up with, put into a nurture email cadence or target ads to are the ones that fit target audience characteristics.
6. Evaluate the Cost Per Lead
As your marketing campaign elements are in play, it is instrumental to keep track of cost per lead changes and overall spend. When each activity has run its course or a certain period of time has passed and it¡¯s time to evaluate, focus on the cost per lead. Did it match industry averages? Did it fit into the target range you previously set? Would there be any benefit to reevaluate and rework the component to potentially decrease the CPL? Asking and answering these questions can help make the best decisions moving forward.
Understanding the results of your marketing campaign and the cost per lead, in particular, can give you insight into the performance and effectiveness of the marketing tactics that were used.
¡°Our adventure is over and done with,¡± Dick said. ¡°It has gone ¡®poof¡¯ like a bursted soap bubble.¡± ¡°Let¡¯s lock up, here, and join Jeff,¡± suggested Sandy. From their cockpits Sandy and Dick watched the hydroplane. At cruising speed their airplane made nearly three miles to the hydroplane¡¯s one. Its mysterious occupant must know that they were trailing him, but he held to a straight course so that his lights were never in a different place as their craft above swung to show its observers the red and then the green. ¡°Then we have found the man who is guilty!¡± exclaimed Dick. ¡°He was with Tommy Larsen, hired him to go out to meet the yacht!¡± ¡°What about Mr. Whiteside¡ªand Jeff?¡± Dick wanted to get to the bottom of a startling situation. ¡°Then that woman¡ªMimi¡ªcame back to rejoin Jeff!¡± argued Larry, and broke into a run. ¡°Come on, fellows!¡± ¡°Yes! There they are! Just a little below our level.¡± "I knew," Cairness said, turning to Landor after a very short silence, "that you and Mrs. Landor were somewhere along here. So I left my horse at a rancheria across the hill there," he nodded over his shoulder in the direction of the looming pile just behind, "and walked to where I saw the fire. I saw you for some time before I was near, but I ought to have called out. I really didn't think about startling you." "I rather thought that might be too much for even you," said Cairness. The Englishman lost his coolness. Again he rushed savagely at Shorty, with less care in his guard. Shorty evaded his mighty blow, and reaching up under his guard struck him on the chin so hard that the Englishman fell like an ox. "Deacon, these brothers and sisters who have come here with me to-night are, like myself, deeply interested in the moral condition of the army, where we all have sons or kinsmen. Now, can't you sit right there and tell us of your observations and experiences, as a Christian man and father, from day to day, of every day that you were down there? Tell us everything, just as it happened each day, that we may be able to judge for ourselves." She made a quick recovery, and Robert and Peter were christened at Easter-time. Naomi looked every inch the proud mother. Her slight figure had acquired more matronly lines, and she even affected a more elderly style of dress. For some time afterwards, proud and beloved, she really felt that motherhood was her vocation, and when in the course of the summer she[Pg 90] realised that her experiences were to be repeated, she was not so sorry as she had been before. She hoped desperately it would be a girl¡ªbut this time said nothing to Reuben. "Because you gave those things up of your free will¡ªthey were made to give them up by force. You've no right to starve and deny other people as you have to starve and deny yourself." "I'll make him pleased. You leave father to me for the future." "But I d?an't want you to waste your money." HoMEÄÚÉ伤Çéɧ±¬
ENTER NUMBET 0017 xijula.com.cn www.youcaiqi.com.cn www.diya3.com.cn www.zuke8.com.cn www.pk10.org.cn taiba4.com.cn www.jhgcsl.com.cn www.taqin3.net.cn zaile7.com.cn 8800276.com.cn
There are no comments