Continually reducing cost-per-lead, defining the cost/volume relationship, finding the efficient marketing curve, and determining the optimal cost for the lead are among the topics Patricia Hursh addresses in this post. "It's amazing how few companies can tell you what an online lead is really worth," she writes, laying out the problem and then providing the solution.
Hursh believes there is an "optimal lead cost" for each company -- and establishing the correct cost-per-lead model means testing the market relationship between volume and cost. Return on investment (ROI) drives this, she writes. Determining this metrics give any company a "big advantage over their competition when navigating the marketing efficiency curve."