Today I had a call with someone who can supposedly help me market to one of my target audiences in the insurance industry.

I agreed to the call for two reasons.
1) To check out their advertising options.
2) To see how they go about selling their marketing services.

The sales person told me I could buy a dedicated email blast (I hate that term by the way) to their list of 10,500 people for just $1,750 (normally $2,500). 

She also told me that she may be able to “talk to someone” to see if she could also throw in 100,000 impressions on the remarketing they would do too.

She mentioned the size of the list (10,500) and the number of impressions (100k) multiple times. But I told her, in a nice way, that I didn’t care about impressions.

I told her I have to practice what I preach. So I would have to focus on the key metrics that matter:

1) How many leads did I get from the email?
and
2) How many of those turned into new clients?

Everything else is noise.

She went on to explain how many partnerships they have with ad exchanges, etc. and how great their targeting is.

But I kept steering the conversation back to those two things: leads and sales. Leads and sales.

I eventually made a counter-offer, I said, “Hey, would you be willing to let me email half your list (5,250) for half the price ($875) so I could test the waters?”

She didn’t really answer me and instead told me about their content marketing program.

It was a good reminder about how poorly digital marketing is sold to businesses today. And how little value is placed on metrics that matter (leads and sales!).

So the next time someone tries to sell you marketing services ask them how they will measure leads and sales (not impressions).