The New Rules of Lead Generation

A Case Example: Display Ads vs. Trade Shows

Let’s look at a hypothetical example of how the overall costs of lead-generation tactics can affect your ROMI, for better or worse. In this example, we’ll compare the costs and results of using online display ads rather than trade shows.

At first, this might seem like an odd comparison, since these tactics are so diverse. If you use these two tactics, your efforts will look very different in terms of how you invest in either one. But if you use the terms I’ve introduced in this chapter, it’s easier to compare their results and cost-effectiveness. You can find out which tactic provides better results in generating leads and/or is driving the better ROMI value.

Let’s begin with a couple of assumptions. ...