Better Business Conversations

Five Factor Return on Investment

Boards, executives, and marketers alike are preoccupied with return on marketing investment (ROMI): what is the measurable value of their companies' marketing and sales investments? Traditionally, marketing program results have been difficult to measure - and so, rarely attempted. When they are measured, it is typically done on one or two dimensions only.

At OnPath, our programs are highly measurable on five dimensions, providing a clear picture of each program's ROMI and ROSI (return on sales investment).

Our programs provide measurable value in these five ways:

  1. Increase data accuracy. The average company's database is 50%-90% out of date often leaving your decision support systems starving for critical information. Because contacting people by phone is a cornerstone of every OnPath program, we increase the accuracy of our clients' databases - in some cases by more than 700% through the addition of significant new actionable data.
  2. Decrease overall marketing spend. With a clean database, you can expect your marketing spending to decrease - you'll have a smaller, more accurate database. In one case, we reduced a client's direct marketing spend by 32% through greater accuracy. This freed up budget to increase the client's marketing touches to each customer.
  3. Decrease average cost-per-lead (CPL). This is the most common marketing measurement today, and our programs will decrease CPL through more accurately targeted messages delivered to the right audiences at the right times. Using our programs, some of our customers have decreased their average CPL from 25% to 80% over traditional programs like direct mail, event marketing, e-mail marketing, and web marketing.
  4. Increase conversion rates. Our outbound B2B contact programs are highly effective in converting suspects into prospects and prospects into sales-ready leads. From leads we have generated, our customers have experienced conversion rates as high as 60%.
  5. Increase customer retention rates. The average cost of acquiring a new customer is at least eight (8) times the cost of holding onto an existing one. Our programs help clients continuously touch the right customers at the right times - with the right messages. Nurturing leads and moving them deeper into the sales funnel helps retain good leads. Maintaining meaningful contact with an existing customer base is critical to customer retention.

When you know it's time for a new approach and you want measurable results on your sales and marketing investments, we're the right call.

Contact us to learn how our programs can help you achieve superior return on investment.