2. Cost Per Lead
Not only do you want to calculate your customer acquisition costs for inbound marketing, but outbound marketing as well. How much is it costing you to acquire a customer through inbound marketing versus outbound marketing?
Calculating your customer acquisition costs requires the integration of your marketing automation and CRM platforms as well as accounting for all relevant costs associated with ERP integration.
Calculating CAC for inbound marketing, relevant costs include:
•Manpower (creative and technical)
•Technology and software
•General overhead
Calculating CAC for outbound marketing, relevant costs include:
•Advertising
•Marketing distribution
•Manpower (sales and marketing)
•General overhead
Once calculating the costs associated with your inbound and outbound marketing campaigns, you can directly account for new sales, as well as allocate particular budgets for each campaign.
If your company is utilizing mostly inbound marketing, you can break down that component further by campaign types then assess how successful and profitable each activity is.