DO your clients know the cost of a lead?

Leads can come in many ways; website, referral, trade show, direct mail, email drip and even an account rep prospecting. But if we don’t know the sales return from each or the cost of each, how do we evaluate where to invest a limited marketing budget?

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I recently had a manufacturing prospect tell me that they took one of their $500K+ machines to a trade show and were excited to generate 300 leads. They came back to the office and divided up the leads among their account managers, give each 20 in an Excel file. After 60-days they asked for a report back on the prospecting efforts with the leads. To management’s amazement only 10% of the lead distributed had been called.  

Was that trade show worth their time and expense? How could they have benefited more?
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A good CRM should be able to answer this question and more. Help your customers find out how by scheduling a joint call with us.

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