B2B: Estimate the ROI of your actions regarding digital prospecting

B2B: Estimate the ROI of your actions regarding digital prospecting


The development of advertising on social networks invites us to reflect upon the way to get the best return on investment (ROI) when we want to develop our prospection in B2B. This article aims to provide elements to allow everyone to build their strategy in accordance with their needs.
 

Build « the digital factory » to boost our prospection

 
If you are a company director, sales representative or a consultant, your ultimate goal is certainly that your prospects naturally set up a meeting with you or your teams, so they can become your customers. Building your « digital factory » to succeed in your prospection implies to identify the tools that will facilitate the path of the prospects so they can become your customers. In this path, the obtention of the prospects’s email is a key element. The email will allow you to:

  • Talk with them
  • Train them
  • Follow them
  • Dun them

 
The obtention of the email has to be the result of an intentional action from the prospects to give you their addresses. Ideally, it has to come along with a request for information from them that will start the relationship.

The question to ask ourselves is then: What is the cost of the obtention of this type of initial contact to estimate the return on investment of your prospecting campaigns?

Let’s take stock of the possible alternatives.
 

Google Adds

 

Principle:

You broadcast an advert with an internet link associated to a « call to action » allowing you to retrieve the addresses of your prospects. The broadcasting targeted on your prospects will be invoiced to you by Google depending on the keywords and the public you choose following the principle of bidding.

Budget to obtain 500 qualified email addresses per month

The average bid risks to be over €1 per click. To get one qualified prospect email, let’s take the hypothesis that it has to generate at least 10 clicks, that is a minimum budget of 10 euros. The obtention of 500 emails per month will equate to a minimum budget of 5,000 euros per month.

This budget can be lowered with a free, good natural referencing, but often difficult to control so it is underperforming.
 

Youtube

 

Principle:

You choose to broadcast a video-based content relevant to your prospects on Youtube. The goal is that your prospects will contact you if the content is relevant enough so they can ask for information or for help.

The broadcast of the video can be shortened in a targeted manner on your prospects by using the principle of bidding, that is, pay Youtube per keyword according to criteria based on location, language, age, point of interest…

Budget to obtain 500 qualified emails per month

The minimum bid on Youtube is 0.01 cent per 30-second view (minimum)

To get one email of a qualified prospect, let’s take the hypothesis that it has to generate 1,000 paid views, that is a minimum budget of 10 euros.

The obtention of 500 emails per month will equate to a minimum budget of 5,000 euros per month, without taking into consideration the production budget of your videos.

Video is certainly a very useful tool to convince prospects, but advertising on Youtube isn’t necessarily the best option to get email addresses of cheap qualified prospects.
 

Social networks

 

Principle:

You broadcast a relevant piece of information to your prospects associated to a « call to action » allowing you to retrieve the addresses of your prospects. The broadcasting targeted on your prospects will be invoiced to you by the social network.

Budget to obtain 500 qualified emails per month

Generally you can choose two systems of invoice:

  • Invoice based on displays
  • Invoiced based on clicks

 
The display payment is generally the cheapest. For example, you pay 2 cent coins every time your information is displayed on the information wall of one of your qualified prospects. It is approximatively the minimum charge on Facebook.

If we take the average number of 200 displays to get one email, you will have a budget of 4 euros per qualified email.

The obtention of 500 emails per month will equate a minimum budget of 2,000 euros per month.

Lowering this budget implies an important work on the design of your campaigns so they can be viral and targeted at the same time. In the end, by combining the design and broadcasting costs, your budget risks not to lower.
 

In conclusion

 
The standard cost of 500 emails of qualified prospects oscillates between 2,000 and 5,000 euros `(prospects who gave you their email addresses intentionally). Increasing the ROI then implies to find strategies to lower the costs of monthly campaigns. The production costs of contents required to convince your prospects will also have to be taken into consideration in the computation of the ROI (it wasn’t done in the examples previously mentioned).

✅ Pascal Faucon
 

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