Problem #2: No insight into the costs of the sales funnel
Another problem is that many companies don’t know which lead sources are valuable because they don’t track them (properly).
Often there is no connection between the end result
and the original source. But wouldn’t it be lithuania number data important to know exactly where the new big customer is coming from in order to continue to leverage this important lead source? This will also give you better insight into the costs of your funnel.
A missing connection can be due to several factors:
Missing tools (e.g. a central CRM)
Incorrect use of the tools / missing link in the tools
Lack of collaboration between departments to gain these insights.
In most cases, marketing and sales do who is a nutritionist and is it worth studying to become a nutritionist now not work together and marketing pushes low-quality leads to sales, who then have to follow up with time-consuming calls or demos .
Problem #3: High investment in tools and team required
There are countless software tools on the market that promise to generate leads. These have their place and can help you with your lead hunting . But they are often very expensive. And you may have to train your team or even hire new people to set up a completely new system.
I don’t want to give too much away, but there are other ways .
Just imagine that instead of actively chine directory chasing your leads, you remain passive and the right leads come to you on their own . Sounds too good to be true? Ultimately, all you have to do is use and optimize what you already have! I’m talking about your website.
More on that in a moment, but first let’s look at the costs of platforms like LinkedIn, which are more expensive but generally offer high value per lead:
Cost per Lead (CPL) on social media platforms
All advertising platforms have three main factors that affect the final cost per lead:
reach (in CPM or cost per mille)
Interest (CTR or click-through rate)
conversion rate (CVR)
Many companies don’t realize that costs increase
dramatically when conversion rates are low . Why is that? Because you have to reach many more people (i.e. pay more for reach) to get the same number of leads.
It may therefore be useful to create a business case with average values before starting with the KPIs mentioned above:
Average CVR on social media: 2-3%
Average CPM:
Meta: 20 – 40 €
LinkedIn: 30 – 60 / 70 €
TikTok: 2-10 €
Social media is push marketing, so leads are naturally less inclined to convert/follow through transactional interactions.
The CPLs may be low, but it is the lead-to-opportunity rates that make these channels unprofitable
The combination of social media and intent data can compensate for lower lead quality or lower lead intent.
Also relevant: What are the KPIs and final quality of leads during your campaigns? Do you have staff dedicated to follow up on leads? This will dramatically increase the cost of your B2B leads .
How can you optimize the cost per lead?
The question you need to ask yourself now is: What are the adjustments I can make to optimize the CPL? Let’s assume you want to continue investing in LinkedIn because it can generate high-quality B2B leads. As mentioned above, you should therefore first use your biggest lever to reduce costs: your own website .
With a tool like Leadinfo, you can obtain cost-effective information about your leads and have the opportunity to get in touch with the (often) anonymous visitors to your website.