B2B services
More than one decision maker, proposals compared side by side and a cycle longer than a month. High-volume cheap leads are usually the most expensive in the end.
What changes in the pipeline
- Qualification by company size, contact seniority and approved budget
- A diagnosis meeting as the conversion, not a content download
- Recording who else decides, because someone else will read the proposal
How we measure results here
Cost per qualified meeting, proposal rate and average contract value.
The objection that always comes up
My leads are too expensive on ads.
Probably true, if the metric is leads. In B2B the useful metric is qualified meetings: lower volume, higher unit cost, and a close rate that supports the math.