Imagine for a moment you want to win the Super Bowl. You take your $3 billion, buy a franchise, assemble a team and get ready for your first season. With so much at stake, it’s doubtful you’d write a check and then walk away and forget about it. My guess is you’d be right down in the trenches — measuring and testing, continually refining and optimizing your team and its players until you had a winner. And if you weren’t improving and winning, I’m sure heads would roll, or you’d cut your losses and try something else.
Why don’t you apply that approach to your lead generation efforts and customer acquisition costs?