How to calculate the value of lead nurturing?

[Anonymous]

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

[Anonymous]

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]

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.