Cost of Leads are a specific part of the Cost of Marketing and include all direct marketing cost to create leads and how much does it cost to bring a qualified lead into the pipeline.
Investing in the most effective lead generation channels is crucial to ensuring the future success of your business. Email marketing, content marketing, social media marketing, landing page and website optimization, and SEO make up effective online lead generation channels, while Event Marketing and Sponsorship, Print advertising, Direct mail and Outbound Calls are offline lead generation channels and result in opportunities for filling your lead pipeline.
Learn how to add Cost of Leads based on the results of the Forecast Model within the Revenue Stream
To add a new Lead Channel, click the <+ Add Cost of Leads> button. To define the Cost per Leads of this channel, enter the following parameters:
Note: The Share of Leads across all Lead-Channels must add up to 100%
If a "New Customer" Forecast is used, the user cannot adapt the maximum number of leads which can be generated through this channel. The field Maximum Capacity of Lead Channel is disabled.
If Lead Capacity Method "Marketing Budget" is used (i.e. Forecast Method "Marketing Budget" has been selected, the user can manually adapt the maximum number of leads which can be generated through this channel. This is useful, e.g. when the search volume of certain keywords is not very high or when the number of visitors on events represent a maximum limit of leads which can be generated.
The maximum number of leads will thereby limit the number of customers which can be generated through this channel.
As this Model is conneced to the Forecast Model "Marketing Budget", please refer to Forecast Model - Marketing Budget for further details.