Jason M. Lemkin breaks down how your channel strategy flips depending on what you optimize for. Chasing raw leads means dumping budget into Facebook and Google. But if you care about deal costs instead, trade shows and field events win out. The math changes everything.
$500,000 per channel.
October 30, 2023.
Every channel maxes out at $500,000, you can't spend any more. If you want to maximize for leads, you're going to go for Facebook, which is the cheapest. Let's say you throw in some Google and then you cap it off with some trade shows and that gets you the most amount of leads that you're going to go for. If you have good cost metrics that look at down funnel statistics, you're going to pivot and do a different mix. Starting out with trade shows as they're the cheapest per meeting, maybe moving into Google and then rounding out with Facebook. There wasn't space to put an additional chart here, but if you have quantified your opportunity level costs, you're going to do an even different mix. And you're going to max out trade shows and then field events and figure out between Google and Facebook what you want to spend on. When you take a look at all of these different maximization points, whether it's leads or meetings or opportunities, and assuming that the win rate is more or less the same for all of these channels.
