12.8.2009 Jack Barry
 | If you are responsible for B2B lead generation, you probably have a hungry sales team to feed. But do you know how many leads you will need to meet sales targets? If you don’t know, you’re less likely to hit your goals. |
- The # of impressions you’ll need
- The number of leads you need
- Whether or not your are on track to hit your goals
Here’s how: First, calculate the number of customers you’ll need to generate.
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For what timeframe do you want to generate this estimate? |
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What’s your revenue goal for this timeframe? |
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A |
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How much does an average customer spend in this timeframe? |
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B |
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Total number of customers needed (A/B) |
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C |
Now estimate the % of leads that become customers. (If you don’t know this figure, the head of your sales team should – or use the calculation below.)
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Number of new leads you generated in the last 6 months |
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D |
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Number of customers generated from those leads |
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E |
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% of leads that become customers (E/D) |
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F |
Now you can project how many leads and impressions you’ll need from your campaigns in this period:
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Number of leads you’ll need (C/F) |
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G |
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Average response rate you get from your campaigns (as a %) |
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H |
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Number of impressions you’ll need to generate (G/H) |
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I |
It’s a simple formula but it’s a starting point. When you set up your campaigns with a focus on the end result -- customers & revenue -- you’re in a better position to hit your goals. And if you’re falling short, you can make adjustments to:
- Increase impressions
- Improve response rates
- Improve conversion rates
