Josh Prizer of Zero Company on revenue per lead: the zip codes that cost more per lead and paid three times as much, and why cheap leads can cost you money.
Josh Prizer, Fractional CMO at Zero Company, on revenue per lead, and the zip code test that changed how one client spent its budget.
Josh has been with Zero Company since 2002, guiding clients with multi-million dollar ad budgets across Google, Bing, and programmatic platforms including display, video, and CTV.
In this conversation with Mike Liwski:
• Territories with a higher cost per lead producing 3x the revenue
• Why lead volume dropped and profit went up after the reallocation
• Asking why a metric became your primary KPI in the first place
• Some leads look expensive but make you rich
• Starting with a hypothesis, then measuring, adjusting, repeating
He is also honest that this keeps him humble, because he has been surprised more times than he can count by ideas he was ready to dismiss before testing them.
Listen to the full episode: https://www.theblisspodcast.com/marketing-with-purpose-kit-turning-marketing-into-a-revenue-engine-2/
More from Josh Prizer: https://www.theblisspodcast.com/guests/josh-prizer/
More from the series: https://www.theblisspodcast.com/categories/marketing-with-purpose-kit-series/