In this Linkedin post by Chris Walker, he uses data from Metadata.io, see here.
It's worth walking through Chris's points and if this depresses you, don't worry, we have a clear straightforward solution, that will dig you out of this hole.
Chris's post states
"CONFIRMED WITH DATA: Paid social lead gen on Facebook & LinkedIn is terribly inefficient and provides very low ROI.
The same thing I’ve been saying for 6 years, now confirmed in a MASSIVE data set.
Metadata released their second B2B advertising benchmark report and the results are….ummmm….not good.
But this is an absolutely groundbreaking data set for B2B companies. Especially given the scale:
$42MM in total advertising spend
236,000 total “leads” collected
And all of the associated downstream data for pipeline & conversion rates
Here’s the breakdown and my analysis of the data set:
1. 90% of advertising dollars were spent on lead gen campaigns ($37MM of $42MM total spend)
This is consistent with what I see in my own analyses of over 100 companies. B2B companies primarily use paid social for lead gen campaigns because of the outdated demand waterfall models & requirements for digital touchpoint-based attribution.
2. “Download” was the most popular CTA indicating that B2B companies are still using paid social to drive downloads of gated PDFs (shhheeeesh!).
The average cost was $126 to get someone to maybe open the PDF.
3. Based on the data, I estimate the lead-to-win % to be 0.3%. That means Sales needs 333 “leads” to win 1 deal, which is terribly inefficient.
This is consistent with what I see in my own analyses - average lead-to-win rate I see is somewhere between 0.1% - 0.2%, meaning Sales needs 500-1000 paid social “leads” to win a deal. The Metadata report is similar and confirms these inefficiencies in a very large sample size.
4. Low cost per lead does not indicate actual success.
The average cost per “lead” was $172 across all lead gen campaigns. But given the very very very low win rate of these leads, we estimate advertising CAC to be $57,000 to win one deal. This is just the advertising cost and doesn’t include Sales headcount, SDRs, marketing headcount, or other marketing programs such as events. It’s safe to say this performance is totally unacceptable.
5. Estimated advertising CAC payback period is estimated to be 21 months.
$38MM in total advertising spend on lead gen campaigns resulting in $22MM in closed won revenue.
This is just the advertising cost and doesn’t include Sales headcount, SDRs, marketing headcount, or other marketing programs such as events. When you include all the other expenditures, you could reasonably estimate the total CAC payback on these programs is more than 48 months (meaning it takes 4 years just to pay back the cost of acquiring the customer, not adjusted for gross margin)
____
There is FINALLY sufficient data to say definitively that almost all B2B companies should STOP running lead gen campaigns on LinkedIn & Facebook.
p.s. This is in no way meant to be misconstrued as a knock on Metadata. They published a public data set and I’m providing my expert analysis of the data, specifically related to lead gen campaigns on paid social channels."
So what are you going to do ..... read on.
Let's look at the data, cold calling vs our social selling benchmark
Here at DLA Ignite, we are always wanting to push forward the boundaries of sales, so we decided to put cold calling head to head with the DLA Ignite methodology for social selling and create a benchmark (and business case) for our version of social selling.
So we took a team of "cold callers" cross trained them in our methodology for social selling and here are the results.
It's worth shouting out the team, Alex, Jordan and Jensen and they work for a company called Supero.
Don't believe me? Please check the team out on social and ask them about the results!
The results with cold calling
When the team were cold calling, that is, before we trained them on social selling. I'm not sure what results you get with cold calling but they did whatever they could in terms of warming up the calls with emails or webinars, etc. And the results, they got about 2 calls a week.
As with any cold call, your job is to take the call to a next action, which might be a demo, discovery call and they averaged 0.3 of these calls.
Anyway, you will have your own figures for cold calling in your business and you will know what they are.
The results for social selling
What is social selling?
The DLA Ignite definition of social selling is
"Using your presence and behaviour on social media, to build influence make connections, grow relationships and trust. Which leads to conversation and commercial interaction".
(Please note these figures are for the DLA Ignite methodology, we cannot speak for other suppliers, please check with them, before signing any contracts.)
I need to say, before I get any comments.
There is no spam and no automation in the DLA Ignite social selling methodology!
The DLA Ignite social selling methodology does not use connect and pitch!
The DLA Ignite social selling methodology does NOT use inmails, which are spam.
In fact the program is now back and certified by the Institute of sales professionals (ISP), the only such methodology backed by a sales professional body.
Let's get onto those results for DLA Ignite methodology of social selling
The team are getting a 9% response (on average) to social selling cold outreach, so for every 100 people they ask for a call, 9 say "yes".
This figure is an average, so we think somebody with intermediate skills or an expert should be getting a higher figure should be getting a larger response. In fact, our benchmark for an expert is 13%, but I want to keep figures realistic and conservative.
As we mentioned above, with every "call" based on cold outreach, there has to be some sort of next action. For your own company, you will know what your next action is, it will be a demo, a discovery call or something.
We have found that with DLA Ignite social selling methodology 9% of the people (on average) that agreed to a call, 33.6% are converting to a next action.
This is exponential growth when compared to cold calling.
Each salesperson is averaging 10 calls / meetings per week.
Just think if you scaled that across your sales organization!
(The most successful SDR complains he has got too many meetings, which think is a great problem to have!)
Just think about that being rolled out across your sales team(s).
It's time to work smarter not harder.
Let's look at this with a business case
Let's take a sales team of 10.
We know that the average person can grow their network by 3,000 people a year. Let's assume of these 50% are going to buy, this gives you a network growth of 1,500 per person per year.
If you have 10 salespeople that gives you a total addressable market (TAM) of 15,000 new people to have conversations with.
With our, Institute of sales professionals (ISP) backed, DLA Ignite social selling methodology, (note: we cannot vouch for anybody else) based on our measured benchmark, you should be able to get, on average, meetings with 9% of this TAM of 15,000. This means your sales team can have 1350 new conversations every year.
(As we know, conversations create sales.)
As we discussed above, with any cold outreach the objective is to get a next action and using our social selling methodology and using our measured benchmark we can get 33.6% of 9% of our TAM to a next action, which is 454.
Let assume you win 1 in 3, that's 151 new sales a year using social selling, average order value (AOV) $100,000, that's
$15,120,000 = $15 million
That's an additional $15 million that you are missing by cold calling rather than social selling.
or $1,26 million you miss every month you delay moving from cold calling to social selling.
Of course, if you have more than 10 sales people, you can scale the figures up.
Want to know more about social selling, check out my new book
"social selling techniques to influence buyers and changemakers - 2nd edition".
In this brand new edition, I have updated all the text, I have also got 15 practitioners, so people who are doing this already to explain how they are get (practical) business benefit. From the CEO that has been running a digital business for over 18 months to sales leaders who use social selling every day.
Articles on how these business have and are implementing digital, from Mercer, Telstra Purple, Ring Central, Cyberhawk, Namos, Ericsson, DLA Ignite and more.
What does Mark Schaefer, Marketing guru think of the book "social selling - techniques to influence buyers and changemakers - 2nd edition"? watch the video here
It's available on Amazon worldwide. Link to Amazon.com here and Amazon.co.uk here.
unknownx500
