Marketing
The lead cost £40. Working it cost £400.
Cost per lead is not a cost. It is one component of a cost, and often the smaller one: which is why the cheapest channel can quietly be the most expensive.
Rialto Bridge
Marketing
Articles on marketing.
Marketing
You changed the positioning. The referral network is still selling the old one.
A repositioning goes live the day the website changes, and shows up in your enquiry mix years later. Most are…
Marketing
The channel that closed the sale didn’t create it
Your cheapest acquisition channel may simply be the one standing closest to the decision, and the reporting that flatters it…
Marketing
Your satisfaction score is a survey of the survivors
When customer sentiment scores climb while revenue retention flattens, both numbers are usually right, and the reason should worry you.
Marketing
The channel was cheap because you weren’t buying much of it
Doubling spend in your lowest-cost acquisition channel rarely doubles customers, and the reason usually has nothing to do with execution.
Marketing
The proposal you wrote isn’t the one that gets discussed
In most considered B2B purchases, the person you convinced has to convince someone else, from memory, badly, in about ninety…
Marketing
The cheapest channel is usually the one taking credit
Attribution rewards whichever touchpoint sits closest to the sale, which is why the channel with the best reported acquisition cost…
Marketing
Every stage in your pipeline is something you did
Forecasts that slip by a month, every month, usually share one root cause, and it is sitting in your stage…
Marketing
The average that hides two businesses
A single blended margin can rise while every part of the business gets worse, and the arithmetic that allows it…
Take it further
This is the general pattern. Your business is the specific case.
Everything here is free to read with an account, and always will be. What it cannot do is tell you which of these applies to your numbers, your market and your constraints. That is the work we do with clients.