Staggering, right?
The problem is that lead generation alone puts the focus on the wrong metric.
Luckily, there is a fix. Enter: Revenue Marketing.
For companies to generate positive Marketing ROI, marketing teams need to build comprehensive Revenue Marketing Strategies (and align their KPIs to them).
Here are six levers your mobile no data marketing team can pull today to start generating revenue.
1) (Qualified) Lead Generation
Lead generation is one of the best ways to generate revenue, as long as you don’t do it in a silo. If leads and Cost Per Lead (CPL) are your only KPIs, it’s a good indicator that you are on the wrong track.
The role of demand gen in a revenue marketing strategy isn't just to generate more leads but to generate the leads that are the likeliest to close, buy your most profitable products and stay with you for years.
By creating very targeted campaigns based on your Ideal Customer Profile, you might generate fewer leads than for broader campaigns, but if they are better leads, you might be winning.
If you generate 10% fewer leads but close 50% more of them, at a 20% higher ARR, are you not doing better?
And here is the culprit of it all: If you want to produce revenue, you should really optimize your campaigns based on Cost per SQL, Cost per Opp, and ROI. Not CLP. CPL is a great indicator, especially if you have a long sales cycle, but it is not a success metric.