01 Dec Forecasting your Lead Generation’s ROI Opportunity (Part 2 of 2)
Are You Marketing to the Right Target?
If the target for your lead-generation campaign isn’t focused on the most qualified group, you are wasting a lot of time, energy and money! We ask our clients two questions to determine their target market to put money into:
1. Where is your experience? When you can “talk the talk” to prospects based on having worked for their competitors, then your credibility and expertise will shine through and you’ll come out the winner next to others that can’t speak of a similar experience in your clients’ industry.
2. Who has the money to pay you? Target the market segment that can provide the ROI to justify what you spend to gain the client group in the first place. For example: An insurance firm wants to target small contractors. At first, they thought staff size didn’t matter. But after getting some leads, it was apparent that to make the marketing investment pay off, they needed to target up-market companies with a minimum staff of eight – even if that meant fewer leads. If they made only two sales from a $3000 investment, it would be profitable and smart. Theoretically, with consistency, the ROI increases and cost decreases. We came up with the staff size range that would substantiate large enough sales to justify the financial output.
At MarketReach, we ask the questions to explore YOUR possible return on investment- particularly, how it relates to getting sales teams out selling rather than making that introductory call. Call us today at 609-448-6364 to learn how many appointments you can expect from a telephone marketing lead generation campaign, and the potential ROI just waiting to be captured!