As budgets increase, B2B CMOs are under more pressure than ever to deliver concrete results. However, focusing on quantity leads over quality is a short-term plan destined to fail. Join Lending Tree CMO Sam Yount and VB’s Stewart Rogers to learn how to achieve major long-term ROI by shifting your lead focus.
What’s keeping you up at night? If the annual Duke CMO survey is right, it’s whether your marketing impact is measuring up — because there’s more pressure than ever from the CEO to prove that the nice increase in your marketing budget was actually worth the investment.
Traditionally driving volume has been a key strategy — throwing a million cheap users at the wall and seeing who sticks. And with the explosion of digital channels and the opportunities that omnichannel marketing has unlocked, marketers have more places to generate more leads than ever before — making it far to easy to focus on driving down CPL.
But what are those leads really worth in the end?
According to a DemandGenReport on calculating the true cost of a lead, they actually found that the campaigns with the lowest cost per lead performed the most poorly, with the lowest rates of opportunities generated and forecasted deal size. The campaigns with the highest CPL showed strong conversion to opportunity and the most forecasted revenue.
So as pressure mounts and technology and tools become more sophisticated, it’s increasingly clear that the traditional spray-and-pray marketing tactic and a focus on just that top-line measure of ROI isn’t cutting it any more. Big spend for a big spike in users looks sexy in the heat of the moment, but when the smoke clears, you’re left with rapid attrition and a hole in your budget.
It’s as easy as this: leads who convert are worth far more than leads who bounce. Quality over quantity wins the day.
But it’s also as difficult as this: How do you identify a quality lead, and how do you land them?
That’s the million-download question. Answering it correctly has landed LendingTree, the industry-leading online lending exchange, a spot at the top of Fortune’s annual list of 100 Fastest-Growing Companies, with revenue more than doubling to $254 million since 2014.
Sam Yount, CMO of LendingTree, will join Stewart Rogers, VentureBeat’s director of marketing technology, for a live interactive executive session to break down exactly what it means to shift their focus from hitting record-low CPL to hitting revenue goals and driving bottom-line growth, and how to do it right.
Don’t miss out!
In this VB Live event, you will:
- Understand how to move past quantity and generate quality opportunities
- Build the right marketing KPIs for defining lead quality and lead conversion
- Define a conversion strategy that builds retention
- Sam Yount, CMO, LendingTree
- Stewart Rogers, Director of Marketing Technology, VentureBeat
- Wendy Schuchart, VentureBeat