It all starts with a lead – the top of the funnel
Lead generation starts the engine in the B2B sales and marketing process. Many possible offers and tactics exist. According to Marketingprof's B2B Lead Generation Trends: What's Hot and What's Not, some are more effective than others. Whether it's events (webinars or live), soft offers like white papers or reports, trials and demo offers, video campaigns, cold calling, social media campaigns (blogs, Twitter, LinkedIn, InMail), thought leadership programs, or PPC and SEO, and so forth, each program needs to be weighed and measured carefully, with the ultimate goal of achieving the most quality leads for the least cost.
"Raw" leads vs. "Real" leads – know your true costs.
Some marketers make the mistake of looking only at total leads generated in a given program. At Boxpilot, we call these "Raw" leads. After digging into the substance of "Raw" leads however, many times marketers find that unqualified responders who might never be in a position to purchase the product or service being sold are in the list. Oftentimes, broad-based web and search marketing fits in this category – where many of the leads generated are not ultimately appropriate. When the unqualified leads are removed, we are left with what we call "Real" leads. And it is with these leads that program costs are best analyzed. As can be seen from the above example, two programs can generate different cost per "Raw" lead and cost per "Real" lead. It is the "Real" leads that are the important decision driver. Often more targeted outbound programs to specific lists generate better cost per "Real" lead and have the benefit of covering a specific territory from competitive threats than more broad-based programs.
The right mix of media to optimize cost per "Real" lead.
How you communicate your offers counts. Indeed, it invariably adds to the cost or subtracts from the cost. Email, live calling, Guided Voicemail™, direct mail, texting, social media - all of these communication vehicles have a cost. But what is the optimal mix of them? Some marketers make the mistake of relying on one channel, and for many it is email. Although email is a low cost communication method, too often recipients are simply not engaged by repeated emails and as such are left more exposed to competitive threats. At Boxpilot, over our 15 year history we have worked hard to build best practices around using a mix of media that work together to achieve the most results for the least – an optimal blend of email, live voice, Guided Voicemail™, direct mail, texting, social media and so forth in the B2B environment.
Boxpilot helps you get more "Real" leads, more cost-effectively.
When intelligent tools are used to gain cost savings, efficiencies and heightened effectiveness in the context of a contacting plan that utilizes a mix of media, several outcomes occur: