Posts Tagged ‘controlling costs’

Lead Generation: 5 steps for managing cost and quality of leads

July 19th, 2012

Organizations target quality, but they don’t pay for it. That is one of the latest discoveries from the MarketingSherpa 2012 Lead Generation Benchmark Report (free 10-page excerpt at this link). Let’s take a look …


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“In the past, it may have been acceptable to assume that if an organization can lower their upfront cost-per-lead, they will also increase lead generation, improve ROI and drive revenue,” said Jen Doyle, Senior Research Manager, MECLABS.

“This makes sense when calculated on a spreadsheet, but when rolled out in an evolved marketplace with an empowered buyer, it’s going to take a lot more than simply lowering the cost-per-lead to achieve the goals of today’s CMO.”

So how can you balance cost and quality of leads?

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B-to-C Marketing on a Shoestring: Focus on Customers

July 10th, 2008

Tracy Drumm found herself in an unpleasant situation three years ago. Tracy, the Marketing Director for plastic surgeon Steven Dayan, MD, FACS, was told that she had to clamp down on marketing spending, big time.

She didn’t panic, though. Instead, she got creative.

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