Least-Cost Lead Gen

Lead Generation: more, better, cheaper

Help your company makes its top-line numbers by continually filling the sales department's pipeline with the quantity of solid leads needed in order to make its monthly quotas.

And help your company's bottom-line – by using least-cost direct response advertising vehicles to reach targets and generate a lead. (note: huge side benefit -- do this and your sales department will love you and give you awards at their sales conference)

When you are advertising for leads and messaging prospects, you want it to be relevant messaging that attracts the right prospect -- and then progressively advances the prospect toward a purchase decision. With an “assumptive selling” mindset (and the right offer at the right time) you can dictate who responds to your advertising, find opportunities more likely to purchase, and selectively remove obstacles along the path to purchasing. In short, your sales pipeline contains better opportunities that close quicker at a lower cost.

Hello? Sound good?  

Problems Solved

• Not enough sales leads turned over to sales to make quotas
• Fixed marketing budget  -- but need more leads despite
• Cost per lead is too high
• Can’t show CFO/Controller that the marketing budget is pulling its weight
• Leads are not the quality of opportunity or the decision maker you are looking for
• Qualified prospects are not moving forward or dropping out of the sales pipeline

Do's:

Use our Marketing Math™ to determine Marketing’s lead volume quota per month and how much it will cost to obtain leads. Start with sales goals and compute exactly what marketing needs to deliver to sales based on lead-to-sales conversion rates. Marketing Math tells you exactly how much you need to invest in marketing campaigns to reach sales goals. No more. No less.

Use our Least-Cost Advertising formulas to determine priority of marketing vehicle used. Remember to use current marketing vehicles and costs in your marketing mix. Start with the cheapest vehicle -- and start adding up leads. Stop when you get to your monthly quota. It’s that simple! (Note: Cost and response metrics for any ad vehicle older than two years should be considered out of date.)

Clearly identify your target business in terms of industry, markets served, etc. Clearly identify decision maker and influencer demographics within in the business. Use the GCC Profiling Tool to easily get a handle on this.

Using an “Assumptive Selling” mindset, map out the series of communications that are relevant to the “stages” and “pain points” the target goes through on their path to purchasing. Pain points are simply the objections your target will typically need to have answered (cured!) before they move from stage to stage -- and place an order. 

Remember: Different roles often have different pains! Executive pain is different than staff pain. Each needs its own pain/cure listing map.

Induce a prospect to identify themselves by offering a specific cure to their specific pain within a specific stage. Let what is being offered dictate who you want to respond. If you want prospects that are already looking for a supplier for a specific product, make an offer such as “Why Acme Wine Co. Selected Solar R Us for its Solar Panels”. If you want prospects that aren’t ready to buy -- but looking at solution options – you might offer “How to Choose the Right Solar Product for your Needs”. Get it?

The creative of each communication must tell a compelling story and stimulate action. Use a direct response marketing pro for this. 

Work with your sales manager to update lead-to-purchase conversion rates and lead-to-purchase times. Use these updated metrics in your Marketing Math formula.

Don’ts:

Don’t let a month or week slip by without giving sales the leads it needs! Be persistent!

Don’t use non-specific, general advertising to find your best prospects. Get 1:1! Get specific!

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