Dan McDade

In the first blog on the fallacy of using the cost-per-lead metric to measure the success of B2B lead generation investments, we looked at the nature of the problem and associated costs to the organization.

In this post, we’ll review three critical elements that impact B2B lead generation costs in the complex sale.

1. B2B sale complexity impacts cost-per-lead

The B2B prospect’s buying path, the provider’s offer and other complex sale variables impact cost-per-lead. Lower-cost sales leads can be expected—and are even necessary—when the sales process is straightforward, the sales cycle is short and the investment is low. For example, it would be possible to generate a qualified lead for a $10,000 piece of hardware for a couple hundred dollars. Technical specifications are to...

My guest today for this third PowerViews interview is Trip Kucera, Senior Research Analyst at Aberdeen Group. His focus in the Marketing Effectiveness and Strategy practice helps his clients achieve extraordinary results. Prior to joining Aberdeen Group, he spent years in the trenches with companies including Progress Software, LogMeIn, and SuccessFactors. Trip is also an author, a speaker, and a blogger.

Below, you can read highlights from our discussion or use the links to start the video from different parts of the conversation.

I am an avid reader, but I have to admit to reading more novels than non-fiction. However, there was something about the description of Guy Kawasaki’s book, Enchantment that intrigued me. So, I ordered it and read it in just a couple of sittings.

I liked the book because it is well written, enlightening, personal and has an intimacy I find missing in many business books.

Here are some highlights:

Guy hit me between the eyes with the following: “The world will not beat a path to your door for an insanely great mousetrap. In fact, the greater the mousetrap, the more difficult...

When qualifying and nurturing sales leads, the lead farmer (prospect development professional) has a challenging job. The starting point in lead management is usually an inquiry consisting of a name, title, a company, a phone number or email address. The lead farmer must have the patience, discipline and skill to engage the inquirer in a conversation. This step alone can take weeks or months.

Many of the best sales opportunities turn out to be those that have been contacted five or six times using a lead management process that includes voicemails, emails and direct mailings over a period of months before a conversation finally occurs.

Executives often don’t respond until a need’s priority has escalated. The lesson: Don’t give up too early on non-responsive sales leads. Many prospects will save your emails or...