Three Tricks for Getting Your Lead Gen Program Where You Want It To Go
Measuring success on a cost-per-lead basis kills your company. Leads cost what they cost—and can have excellent ROI, even at $750 or $1,500 apiece in complex sales. When you arbitrarily cap your cost per lead, fewer people have to do more work with fewer resources. "Is it possible to create high-quality leads to support a field sales force selling a $100k+ solution for $350 per lead?" asks McDade. "Frankly, no."
Appointment setting isn't what you think it is. "Firms that practice appointment setting are really scheduling 'appearances' and creating the illusion that those appearances are with qualified prospects," he notes. Salespeople treat these appointments like any other lead—and when you're marketing a solution that requires the input of corporate hierarchies, it's an unnecessarily expensive first step.
Low-level blueprinting hints at a broken lead gen program. A sales rep is showing her lack of faith in the quality of the marketing team's leads when she says, "Just get me the names of the executives at target companies, and I will get in to see them. I just need some names." Worse, she's wrong in her assumption—cold calling a list of executives isn't an efficient route to closed sales.
The Po!nt: You know where you want your lead gen program to go. Use these tips to get there.
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