B2B Leads: Billig kann sehr teuer werden

This week at the San Francisco leg of MarketingSherpa’s B2B Summit 2011, Brian Carroll, Executive Director of Applied Research, MECLABS, and Nicolette Dease, Program Manager, MECLABS Leads Group, provided tactical training on optimizing lead generation.

Part of this presentation was a case study on finding the most efficient list source based on a test that looked at several different lead sources.

The objective of the test was to determine if higher-cost/higher-quality data can drive down overall cost-per-lead, and the primary research question was, “Which campaign data source will drive the most efficient value?”