How to calculate the value of lead nurturing? | Community
Skip to main content
A
Anonymous
December 19, 2013
Question

How to calculate the value of lead nurturing?

  • December 19, 2013
  • 2 replies
  • 825 views
Dear all,

Please help me to define how to calculation the cost/lead below:
- Where do we get $206.00 or $137.50 from?
- what is the relationship of these value with the 55$(prospect value)?


Thank so much for your help.

Best Regards,

Kano
This post is no longer active and is closed to new replies. Need help? Start a new post to ask your question.

2 replies

A
Anonymous
December 19, 2013
The cost is calculateds by taking the total spend on a lead source and deviding it by the number of "Marketing Qualified Leads" that investment generated over time. Here is a link to a thread that covers some of these concepts very well...
Josh_Hill13
Josh_Hill13
Level 10
December 19, 2013
If you wanted to be super accurate, you would include the cost of the time to nurture the leads involved. I think this chart is a little misleading as I'd think it would go something like this:

Known Leads that are in target market: Nurture these to get to MQL
MQL can be achieved quickly in a variety of ways (demos, please call me now), so those people are in MQL a short time. They need less nurturing.

MQL slow are people who took a long time to get to MQL...but Marketo indicates here that they may take a long time before moving to SQL??

The numbers seem to indicate that nurturing will push more slower leads into MQL status, thereby lowering the CPL overall for all channels.

What I would do is pull together your costs and lead counts by stage as a baseline, then track the change over time as you nurture people into MQL and through SQL.
Terms & ConditionsAccessibility statement

Loading footer...