Natalie Myers

Testing Lead Gen Tactics Yields Great ROI

July 23rd, 2008

Some marketers try to test every tactic at least once. If it doesn’t work, they stop. Then in a few months, they try it again. The marketing team at Basement Systems, which sells basement and crawl space waterproofing and other products, does this constantly.

“We’ve tried pay-per-call,” says Richard Fencil, Web Marketing Director at Basement Systems. But the company found little success with this system. Many calls coming through were garbage, he says.

Richard thinks the service has potential, though, so he keeps it on the back burner to try again when it might be improved.

It’s kind of what you have to do. Sometimes you have to spend money on things that are a bust, he says. Other times you spend the money and it turns into a gold mine.

With triple-digit lead growth for two consecutive years, I think Richard knows what works.

To read more visit the MarketingSherpa case study.

Natalie Myers

About Natalie Myers

Natalie Myers writes for MarketingSherpa’s Great Minds and Content Biz newsletters. She covers a broad array of topics for Great Minds, regularly interviewing thought leaders and experienced marketers about innovative or highly successful marketing strategies. For Content Biz she focuses specifically on online subscriptions models, including anything you pay for to read, listen to, watch, rent (as in Software as a Service models), etc.

She writes blog posts about topics relating to her beats, including useful information from interviews that doesn’t make it into an article.

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