Measuring Cost Per Lead

The Case for Inbound Marketing

Convention tells us that trade shows, cold calling and direct mail will elicit results. Truth is, they do and have for quite a while. ┬áThe problem is we rarely measure the cost per lead and conversion of those activities. There are no financial or accounting tricks to doing so, but the regular blocking and tackling fundamentals sometimes fall through (as one of my former coaches used to say). [Read more…]

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