They say that half of a loaf of bread is better than no bread at all, and the same is true for your marketing. All too often companies struggle with a sea of options to create the perfect marketing message and to find the perfect platform.
When Apple introduced the Macintosh in 1984, they knew their product wasn’t perfect. It didn’t have the best hardware, the greatest software, and it was really expensive at $2,495 (equivalent to $5,664 in 2015). According to Guy Kawasaki, then “Chief Evanglist” at Apple, their mantra was, “Don’t worry, be crappy, we must get our product to the market now.”
Generating leads and new business is the primary reason why marketing exists. Over the years, marketing has evolved and companies have become increasingly aware of the results. We know that all leads aren’t of equal value to your business, yet there is a fallacy among many marketers in this industry regarding advisor and agent leads and the measurement of cost per lead . All too often I hear companies say that the CPL is the primary measurement and driver of how their companies’ marketing dollars are spent.
If all leads were equal this would be a correct way to measure, but unfortunately that’s not the case. Anyone can create a lead, it’s easy to create an offer and buy a list, but when you are generating responses — how qualified are they? Did you simply get an email address or did you require more information? Such as an address, type of products they sell, amount of production, etc. And most important — are they even qualified to do business with you?