“Measuring Lead Generation Effectiveness”
Effective lead generation consists 
primarily of 3 key ingredients:
1) Lead Value
2) Demand
3) Sales Productivity
Add 1 cup of Lead value:
When it comes to lead generation, marketers should focus on cost. “How much is a potential customer worth?” Lead generation should aid in minimizing costs, which later translates into cost savings. B2B companies should compare marketing expenses to the cost of related sales activities and ask themselves, “Which use of resources yields a better return?” The premise being that, the more qualified marketing leads are generated, the less time and expense needs to be allocated to that activity. Here at MOV Digital Media, we offer a proprietary solution that does just that. BeaconLeads by MOV Digital Media provides our clients with the business names of businesses that have visited their website, thus providing warmer more qualified leads.
Add 1 tablespoon of Demand:
Different marketing verticals have different demands. In order for lead generation to be effective, marketers must pay attention to the demand of the product or service. ‘Do only a few people need it or millions?’, ‘Do these people have to all get it at the same time, or is the purchase pattern spread throughout the years?’ An example of this would be the mortgage industry. A house in California is worth more than a house in West Virginia because the demand is higher in California; therefore the house appreciates and holds its value better. “The mortgage lead generation market is sophisticated enough that the final buyers pay different rates for different states”(Weintraub, J. “Effectiveness in Lead Generation” Digital Moses Confidential)
Add ½ cup of Sales Productivity:
The leads generated from a lead generation program should make a difference to sales production. The common goal of both sales teams and marketers should be to use lead programs to profitably and materially increase sales productivity. Using a analytics tool like Online Insite by MOV Digital Media, gives both sales and marketing teams the key insight’s they need to nurture the conversion funnel from a warm lead to a paying customer.
For more information on how we can help you grow your business with effective lead generation contact us today at www.movdigitalmedia.com/contact_us or call 714-855-1670
• Green, J.D. Measuring Lead Generation Effectiveness. Retrieved October 25, 2012, from http://www.startwithalead.com