Marketing Metrics – Efficient or Effective?

by | Marketing

I read an article today that argued that a CRM package

"can help you manage the effectiveness of your marketing campaigns allowing you to measure your cost per lead, a key metric that determines the effectiveness of your marketing dollars."

I believe that small business owners would be better suited by focusing on cost per new customer, rather than cost per lead. Cost per lead indicates how efficient you were in generating responses with you budget. It is the resulting sales (from both new & existing customers) that indicates the effectiveness of your campaign.

Many small business owners would be better off reducing the number of leads they receive while simultaneously improving the quality and conversion rates of those leads.

When choosing metrics, make sure they are providing you with the information you need to achieve your end goal.

Bill Brelsford

Bill Brelsford

B2B Marketing Copywriter & Consultant

Hi, I’m Bill Brelsford, author of “The Boutique Advantage: How Small Firms Win Big With Better Messaging.”

I’ve worked in professional services since 1990 – first as a CPA, then as a custom software developer, and since 2006 as a marketing consultant specializing in direct marketing and sales enablement copywriting for professional services.

My career path gives me unique insight into B2B sales. I understand what CFOs question (from my accounting background), how complex projects are sold (from software development), and what content actually moves deals forward (from 19+ years helping professional services firms close premium clients).

My copywriting and consulting focuses exclusively on what I call the Core4 Outcomes: increasing authority, generating leads, driving sales, and improving client retention.

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