Stop Focusing on Cost-Per-Lead When Measuring the Success of Your Demand Generation Webinars | WebAttract. Having done hundreds of B2B webinars, I’m often asked, how should I measure the effectiveness of my webinars? Most b2b marketers will suggest it’s about their cost per lead or CPL. While I think that’s important, you should be placing even greater emphasis on these 7 outcomes that are measured against your business objectives for doing the webinar: 1. How many net new deals were closed as a result of your webinar? Being able to demonstrate that you were able to close a deal is one of the easiest ways to justify your ROI. But it’s not that easy to assume that people who attend your webinar are “sales ready.” 2. I remember a client telling us that a webinar attendee, who was previously on the fence and would not take action no matter how many phone conversations the sales manager had with her, was so impressed with the webinar’s case study that she asked for an immediate demo. 3. 4. 5. 6.
Webinars can really help a small emerging company punch up their weight and attract an audience. 7. Ad Marketing. Which is the most effective marketing instrument? A look at response rates vs. cost per order or cost per lead « Michael Leander - Award winning marketing speaker & trainerMichael Leander – Award winning marketing speaker & trainer. It is impossible to count the number of times I have overheard smart marketing agency type people or cool client side marketing people discuss response rates.
Or the number of times I have overheard email marketers talk about how cheap email marketing is compared to, for example, direct mail. I always wonder why marketers don’t talk about what really matters; cost per order or cost per lead/inquiry. While it is interesting to compare response rates email campaign to email campaign or direct mail to direct mail, it never was relevant comparing the response rates of an email marketing campaign to the response rates of a direct mail campaign. What is relevant, however, is to calculate the cost of whatever it is that you want to achieve.
As a professional marketer you should take a much bigger interest in how much money each of the different media channels you are using return. Below you’ll find a summary result of a recent survey from the US DMA. But that is anyhow what you see in this graph: Lower Your Cost Per Lead! The 3 Pronged Attack To Inbound Marketing. Inbound marketing is a new spin on the traditional lead capturing process. Rather than working hard to reach out to cold and potentially unqualified leads, inbound marketing is the process of getting your message out to warm, receptive leads who are actively searching for what you’re selling.
Through the old process of outbound marketing, you had to attempt to “warm up” new, fresh leads through cold calling, trade shows, print ads and so forth. That old adage of having to repeat your message some seven times or more before customers acted on it, was the number one commandment of old-fashioned outbound marketing. It was time consuming, expensive and difficult. Warming up cold leads took thick skin and patience of steel. With inbound marketing, however, the process is much more streamlined, generates a greater return on investment, and can pack your sales funnel full of promising leads. The 3 Prongs of Inbound Marketing Inbound marketing combines a three-pronged battle plan: 1. 2. 3. Internet Search Engine Marketing — More leads, more customers, more business!
Why Direct Mail Still Yields the Lowest Cost-Per-Lead and Highest Conversion Rate. These days, marketing is all about digital. We are emailing, blogging, Tweeting and Facebooking our little marketeer hearts out. So direct mail (the kind that the postal delivery person puts in your mailbox, remember?) Must be dead in the water. Right? Wrong. According to the Direct Mail Association (DMA) Factbook for 2013, 65% of consumers of all ages have made a purchase as a result of direct mail. According to Direct Mail News, in 2012 the average response rate for direct mail was 4.4% for both business-to-business and business to consumer mailings—considerably higher than industry expectations, and surging past electronic mail’s response rate of just 0.12%.
All this indicates that direct mail is alive and working well, thank you. Many of our clients, including those in high tech, are recognizing this and direct mail is going through a renaissance. Cost Per Lead about the Same as Email “Well, OK,” you might argue. Good question, you! Table 1: Cost Per Lead Comparison Try Postcards. Social Media Stats from HubSpot's 2013 State of Inbound Marketing Report. Borns - "The cost per lead is how much a company spends on.