Conversion value calculator walkthrough with Josh Prizer of Zero Company: map each step of your sales funnel, value a lead, and set a cost per lead you trust.
Conversion value calculator walkthrough: in Episode 2 of the ROI Driven Marketing Masterclass, Josh Prizer, VP of Digital Marketing at Zero Company, shares his screen with Tullio Siragusa and builds the value of a lead from scratch for a window treatment business.
Josh enters each stage of the funnel, from phone call to booked appointment, in-home consult, estimate, and sale, then adds a $3,800 average ticket. The tool values each call at $1,900. He explains why that is break-even rather than a budget, and how he gets from there to a working goal of $194 per lead.
Watch to learn:
• Why each lead type, such as calls and contact forms, needs its own funnel
• How to start with best guesses and replace them with tracked data
• What share of a sale you should be willing to spend to close it
• How a drop from 60 to 45 percent at the estimate stage moves the target
• Why a stronger sales funnel lets you afford more per lead than competitors
The aim is confidence. When you trust the number, your marketing reports tell you when to spend more and when to pull back.
Listen to the full episode: https://www.theblisspodcast.com/setting-goals-and-expectations-for-your-marketing-investment-maximizing-roas-episode-2-of-5/
Josh Prizer: https://www.theblisspodcast.com/guests/josh-prizer/
Tullio Siragusa: https://www.theblisspodcast.com/guests/tullio-siragusa/
Episode 1, Turning Costs into Investments: https://www.theblisspodcast.com/turning-costs-into-investments-the-fundamentals-of-marketing-spend-episode-1-of-5/
More from the ROI Driven Marketing Masterclass: https://www.theblisspodcast.com/categories/roi-driven-marketing-masterclass/
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