Level-Up with Lean Labs: How To Set (and Hit) Marketing Targets Like a Seasoned Pro
Want to know why 85% of companies are burning cash on marketing that doesn't work??
They’ve got their eyes on the wrong prize.?
If you want profitable marketing, you need to know how to set realistic targets that help you and your team drive real growth. But how?
I’ll lay it out for you in this week’s Tactical Takeaway!?
?
TACTICAL TAKEAWAY
Most companies jump straight to scaling without knowing their baseline metrics. That’s a cardinal mistake that can easily lead to bleeding money.?
Until you know your current marketing and sales costs, net new revenue, CAC, and opportunity-to-close ratios, you aren’t ready to set new targets.?
Once you have those set, you’re ready to start setting targets. Here are some expert tips for setting targets that matter — and delivering on them:?
1?? Choose one channel: Instead of trying to win everywhere, identify your single most profitable channel. Look for where your SQL costs are lowest and conversion rates highest. Focus your energy (and your targets) here.
2?? Don't neglect social proof: Traffic and leads tend to be the stars of the show, but don’t forget to set specific targets for customer testimonials, third-party reviews, and success stories.??
3?? Measure hot and cold leads separately: Referral leads behave differently from marketing-generated ones. Don’t treat them the same! Set targets for each and track them together and separately. Aim for marketing lead close rates at least 33% of your referral rates.?
4?? Focus on payback period: Set goals around how quickly you recover customer acquisition costs. Target a CAC payback period under 12 months, and track your customer lifetime value to CAC ratio (aim for at least 4:1).
?
By focusing your energies effectively, setting attainable (but worthwhile) goals, and keeping your focus on the full funnel, and making sure you’re keeping an eye on how long it takes to earn back the cost of winning new business, you can set yourself — and your team — up for success this year!
?
领英推荐
SPEED-ROUND SUMMARY
??Pro Tip: Don't change your targets until you can show consistent results for at least one quarter.
?Quick Win: Audit your current channels and identify the ONE with the best SQL conversion rate — set your most aggressive target there.?
??Bottom Line: Stop chasing unrealistic targets that aren’t grounded in reality. Master one profitable channel, track your metrics obsessively, then scale what's already working.
?
CONTENT CATCH-UP
Need more insights to level-up your brand this week? Take a look at some of our other free resources!?
Discover the top HubSpot development services agencies that can elevate your business. Explore our expert picks and find the perfect partner for your business needs.
Dive into the art and science of thought leadership. Learn how to craft compelling content that not only establishes your expertise but also drives engagement and clicks in an increasingly crowded marketplace.
?
That’s all for this week! Stay tuned for next week’s letter, where I’ll dive into the details on the best way to tackle organic growth in 2025.
?
Talk soon,
Kevin Barber
Head of Growth, Lean Labs
P.S. Need help setting up a bulletproof growth system? Our Growth Mapping Sessions will give you the exact plan — reach out now, and we’ll walk you through it.