Eric Siu shows how to use sales data from HubSpot and Google Analytics to calculate exactly how much you can spend per lead and per email. Know your payback window, and you can set budgets and test campaigns without waiting for an analyst.
This week I got data from my sales team. Basically, I was like working through the numbers on how much we can afford to pay for an SQL, an MQL lead, right? And then what I did was I took that data and then I took it from like HubSpot and Google Analytics data and I said, hey, based on all of our data, how much can we afford to pay for like an email, for example? And then it said, okay, you can actually afford to pay like $6 for an email if you want a 6-month payback. If you want a 3-month payback, you can afford to pay $3 per email. Well, guess what? Now I know specifically how much I can spend on marketing, right? If we can spend like for round numbers, we can spend $100,000 on an SQL, then we should be doing this. Like once you know your numbers and this You don't need to wait for a data analyst anymore, and you can just keep messing with this all the time. It makes you a lot more confident with your marketing.
