![Page 1: Lead generation - how to choose the most effective strategy](https://reader033.vdocument.in/reader033/viewer/2022042723/58f125cf1a28abff7b8b45cf/html5/thumbnails/1.jpg)
How to make effective decisions on lead generation strategies
Yafit DavisBringing Sales Into
Marketing
![Page 2: Lead generation - how to choose the most effective strategy](https://reader033.vdocument.in/reader033/viewer/2022042723/58f125cf1a28abff7b8b45cf/html5/thumbnails/2.jpg)
The Problem• We live in a busy world• There are many viable options to generate
leads•How do you decide?
![Page 3: Lead generation - how to choose the most effective strategy](https://reader033.vdocument.in/reader033/viewer/2022042723/58f125cf1a28abff7b8b45cf/html5/thumbnails/3.jpg)
Go Back to the Drawing Board •Make sure you apply a consistent strategy – don’t just make random decisions…• You are allowed to make mistakes as long as you learn from them•Measuring the outcome is key even if it’s hard work
![Page 4: Lead generation - how to choose the most effective strategy](https://reader033.vdocument.in/reader033/viewer/2022042723/58f125cf1a28abff7b8b45cf/html5/thumbnails/4.jpg)
Ask yourself a few questions •Remember your target markets: Are they likely to be covered within the method you are considering?Are you actually trying to grow this sector at the moment?
![Page 5: Lead generation - how to choose the most effective strategy](https://reader033.vdocument.in/reader033/viewer/2022042723/58f125cf1a28abff7b8b45cf/html5/thumbnails/5.jpg)
Make sure it’s the right time for your business •Do you have the budget/ cashflow available to cover the cost?•Do you have the resources to follow up on enquiries and deal with the extra work?
![Page 6: Lead generation - how to choose the most effective strategy](https://reader033.vdocument.in/reader033/viewer/2022042723/58f125cf1a28abff7b8b45cf/html5/thumbnails/6.jpg)
Listen to Brad Sugars:In his book Buying Customers he defines two types of marketing investments :
Allowable acquisition where the cost you pay per lead is lower or equal to the profit you make per customer, who buy from you as a result
Investment acquisition where you invest in a lead generation method knowing that the profit generated will not cover your cost. This is a longer term strategy made in the expectation that the return will be built on returning customers over time.
![Page 7: Lead generation - how to choose the most effective strategy](https://reader033.vdocument.in/reader033/viewer/2022042723/58f125cf1a28abff7b8b45cf/html5/thumbnails/7.jpg)
Listen a bit moreAccording to Brad, small businesses should stick to Allowable Acquisitions unless they have established, long term and very predictable cashflow
You Decide…
![Page 8: Lead generation - how to choose the most effective strategy](https://reader033.vdocument.in/reader033/viewer/2022042723/58f125cf1a28abff7b8b45cf/html5/thumbnails/8.jpg)
How do you work out acquisition cost?Simples:
Cost of the advert / number of customers you hope to generate = your acquisition cost
![Page 9: Lead generation - how to choose the most effective strategy](https://reader033.vdocument.in/reader033/viewer/2022042723/58f125cf1a28abff7b8b45cf/html5/thumbnails/9.jpg)
Here is an exampleRenewing your Yellow Pages: £1000 per 12 monthsNew customers estimated: 2.5 per month=30 per yearProfit from each sale: £20Acquisition cost per customer: £1000/ 30= £33
Is this allowable or investment?