The following check list is based on the assumption that your campaign is online- only. And, that you and your lead generation vendor have found the proper targeted online community, in large enough numbers probable to meet your lead quota goals. 1. Pay a Fixed Rate Per Lead Don’t Guess on Your Cost Per Lead The number of leads that can be generated and the associated cost per lead are never certain when running print, direct mail, CPM, Cost Per Click and direct email campaigns. One campaign may generate 20 leads at a cost of $250 per lead, while another may generate 100 leads at $50 per lead. In both instances, you’ve committed $5,000 upfront, not knowing for certain what the outcome will be. This type of investment is becoming harder to justify, especially in today’s uncertain times. In today’s market environment, the most important thing you can do with lead generation campaigns is eliminate or reduce paying for wasted clicks or impressions. Pay Per Lead or Cost Per Lead (CPL) models are increasing in popularity as marketers are being asked to do more with less, and seek certainty in their lead generation spend. Even before the economic downturn, lead generation was a top priority for marketers of complex products, therefore selection of the right program mix is one of the most important tasks you’ll undertake this year. It shouldn’t be a ‘black art’ based on hope and guesswork. lead generation as priority There are new programs available that will allow you to set your cost per lead prior to launching a campaign. You should ask about the fixed cost per lead when selecting a vendor to help with lead gen.
