Description
Who it’s for: Anyone who has to answer for a marketing number and wants to answer one question properly: What does each lead cost you, and what does it go on to buy?
What happens in it: Watch the idea unfold: a campaign budget, the leads it brings in, and the number that prices each one. In Your call you make the decisions in a real case: our digital campaign spent R60,000 and generated 400 leads, a cost per lead of R150. A competitor has been posting on LinkedIn that their CPL is R60, from broad Facebook awareness campaigns. Jacob Hudson, our head of marketing, asks whether that means their marketing is doing better than ours. Then, in the boardroom, you make the case to Patrick, the managing director, in three questions.
How it works: five scenes in about 35 minutes: the data film, the lesson, Your call, practice with fresh numbers that mark themselves, and the boardroom. Finish all five for your certificate. It is course 1 of 5 in the Leads and pipeline season of the Marketing series.
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