Generating new, qualified leads is the lifeblood of any business. Your ability to analyze each lead's cost, product, or sales funnel with your ROI is a critical factor in your success as a business owner.  

Consider these facts:

• Using account-based marketing – a method that targets key people within relevant industries to your ideal target base – is recognized by 92% of companies as a B2B must-have(Source: DemandBase).
• 47% of B2B buyers read 3-5 blog posts or pieces of content before engaging with a salesperson(Source: DemandGen Report).
• Reading isn't the sole method of capturing your customer's interest; viewersretain 95% of a message when watching it in a video, compared to 10% when reading it in a text (Source: Insivia).
• Cold calling, flyers, and events are outbound marketing tactics that most companies use to attract clients. Although outbound marketing is a valuable component of a marketing strategy, it is more time consuming to personalize. It takes much longer for customers to get to know you and your brand.
• Email remains a crucial channel in B2B marketing.
• Bringing in new customers is critical, and attracting leads is crucial to business growth.
• The cost for buying leads varies significantly between industries. Prices can be as low as $16/lead for non-profits and as high as over $600/lead for traditional advertising.
• Your existing customers are your highest growth potential.

From these facts, we know:

• You should spend your time targeting your ideal customer because you and your sales team don't want to lose time and money on irrelevant leads.
• Customers like to read several relevant blog posts before engaging with your business, and they want personalized content.
• If you have important information you want your customers to retain, a video is the best delivery method.
• Adults only want to read the information that is relevant and practical to them. They don't have the time to sift through unrelated information.
• Most budgets don't allow for $600 per lead, and you have to attract quality leads through the most cost-effective means available.
• You should concentrate effort on your existing customers to nurture them through your sales funnel.

What's your ROI?

What you pay for leads, of course, is relative to your ROI from the actual lead. If you price your service or product at $12,000 and you can close on 40% of your leads, $600 per lead isn't an issue. If your product or service is $500, and you close at 40% of your leads, $600 is an insane price.

It makes sense that the higher your ROI, the higher the lead's price. Similarly, the smaller your ROI, the less you can budget for leads.

All Leads Are Not Created Equal

Marketing leads are typically segmented into two categories: Marketing Qualified Leads (MQL's) and Sales Qualified Leads (SQL's). MQL's capture the interest of potential customers. SQL's are when a potential customer shows interest. To turn the SQL into a customer, you need to have the right product, the right price, and the customer is willing to pay the money to buy your product/service.

Once you have that information, your cost for producing leads depends on many factors, including which channel you advertise, the quality of your content, who you are targeting, and how you are targeting potential clients. Split tests or A/B testing are processes where you try out two versions of the same web page, email, article, or advertisement to see which does better. The cost of conversion is roughly 2%-10%.

The other option is to generate leads yourself with BRENT's unique finance system.  

In any business, you have five types of contacts: Visitors, Strangers, Leads, Customers, and Promoters. BRENT's inbound system targets your ideal customers and converts them into your customers and promotes organically by nurturing them through the funnel. Our system crafts buyer personas and creates lead flows and smart SEO content. Inbound marketing also taps into your existing customers and makes profits through an effective sales funnel.

Smart content personalizes their experience, solves their problems, and moves them forward in their journey towards engagement. For example

• When potential customers are still considering your product/service, you can target your content to focus on products or services that provide solutions to their problems, such as case studies or webinars.
• When potential customers have decided, your content can focus on the key differentiators, such as pricing, free trials, and demonstrations.

Lead magnets with evergreen content (information is rarely if ever needed to be updated) are a cost-effective, long-term way to boost your website by attracting new qualified prospects. Content pillars (content focused around a subject or keyword) feed into BRENT's system to establish you as a subject matter expert. BRENT's system can then optimize your content with on-page SEO. It plots your inbound campaign, allocates specific/personalized content to campaigns, segregates your list for targeted campaigns, tracks performance, and generates reports on goals and key performance indicators (KPIs).

When you have essential information that would perform best in a video format, BRENT's system can insert and embed video content with video tutorials, testimonials, Q&A's, news, and updates. BRENT's system allows preview functionality across multiple devices, sends out your social media marketing from one location, and even drives paid ad campaigns. BRENT's service hub unites all messages across all channels for easy access and increased collaboration.

BRENT's unique financial system gives you a competitive advantage to generate and mine leads. While supporting your content creation, it streamlines your marketing campaigns and integrates your essential marketing tools and platforms.

If you would like to see a demonstration of what BRENT's unique finance system can do for your lead strategy, I would be happy to be of service to you with a no-cost, no-obligation consultation.