Digital channels are frequently talked about as a necessary component of modern HVAC marketing strategies, but most of the business impact is measured with KPIs like cost per lead and total lead volume. You might even find yourself asking your marketing vendors for more lead volume to boost revenue.
The problem with cost per lead and lead volume is that it doesn’t tell the full story. You need to know how well those leads convert to revenue, which will help determine if your marketing vendor needs to improve, if your team handling the leads need to improve, and if you are spending on the right channels.