Over the years, as a Sales Manager and Director, I've used nearly every form of lead generation possible. From advertising and email promotion to one-to-one methods such as telemarketing.Posted by: David Regler @
I remember the shock of calculating the cost of a trade show at £2000 GBP per lead. A year later, when none of the team had converted a single lead, it kind of sticks in your mind.
I've known business owners who have spent 100's hours a year attending networking events, and never got a single sale from them.
Sure, Pay-per-click campaigns are very cost-effective per lead...but they don't suit every product or service. For a start, your potential customer needs to be out there actively looking for you. If there's already two or three suppliers on his radar, he's very unlikely to be looking elsewhere. You need to reach out directly to him.
Response rates on Direct Marketing campaigns rarely exceed 2%. What if there are only 100 potential companies that are right for your product?
Two leads are unlikely to be enough to guarantee success. So the real cost to consider here is the cost of missing opportunities.
In new technology markets where it is critical to get traction before you are locked out, this is the real cost to consider.