Question 1

Why optimise to cost per demo instead of cost per lead? Show the math.

Accepted Answer

Worked example, all figures illustrative. Source A produces leads at ₹400 and 5% of them book a demo: ₹400 divided by 0.05 is ₹8,000 per demo. Source B produces leads at ₹800 and 20% book: ₹800 divided by 0.20 is ₹4,000 per demo. The lead that costs twice as much is half the price where it matters. Carry it one step further: if one demo in four becomes a qualified opportunity, Source A pays ₹32,000 per opportunity and Source B pays ₹16,000. Against an annual contract value in the lakhs both may be acceptable - but only one deserves the next rupee of budget, and a CPL report would have picked the wrong one. This is the Demo-Path Ledger in a single calculation; your own rates replace these the month the CRM is wired in.

Question 2

Our sales cycle runs six months. How do you report on that?

Accepted Answer

By optimising to pipeline stage, not lead volume. Once MQL, SQL, opportunity and closed-won events flow from your CRM back into the platforms, the bidding learns to chase the lead that becomes an opportunity rather than the one that fills a form cheapest. Reporting follows the same logic. The Looker Studio view reads cost per MQL, per SQL and per opportunity, so an early quarter can show pipeline building before revenue lands. A six-month cycle means we hold the line on leading indicators and judge the channel on pipeline created, not demos booked.

Question 3

B2B clicks in our category are expensive. Will the CPL be sane?

Accepted Answer

Sane is the right word - not cheap. Some India B2B keywords clear well into four figures per click, and no amount of optimisation changes the auction floor. What we control is wastage: match-type discipline, a negative-keyword pyramid, and bidding tuned to qualified leads rather than raw fills, so you stop paying for clicks that never enter the funnel. Where search alone cannot carry the economics, we lean on account-based outbound and content SEO to bring blended CAC down. If the math still does not work, the audit will say so before you commit budget.

Question 4

Can you reach the whole buying committee, not just one lead?

Accepted Answer

That is the point of the account-based layer. We target a named account list across LinkedIn and programmatic by job function and seniority, so the evaluator, the champion and the economic buyer all see the account rather than one form-filler standing in for a committee that has not been convinced yet.