Sara KahnVP Marketing - Brand Builder - Revenue Driver
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VP Brand Marketing & E-Commerce Expert for Small Businesses & Start-Ups | 10 Years of Executive Level Experience Advising CEOs and Entrepreneurs | Real World Experience | Practical/Actionable Advice



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While you may want to bring lead generation in house, you first need to ask these questions:
-- Do you know what the lifetime customer value is?
-- Does the cost of this lead generation tactic exceed the LCV? If so, then it's imperative to seek out alternatives.
-- Are these highly qualified leads?
-- What is the conversion rate of these leads?
-- How long is the sales cycle?
-- Consider the costs of in-house lead generation staff such as marketing strategist, copywriter, web developer, content writer, sales people, etc.
-- Then think of the marketing spend to acquire a lead such as search, remarketing, email lists, direct mail, print, trade shows, etc.

I would recommend testing a few new easy to implement tactics and comparing costs and lead quality to existing lead generation tactics.

Please let me know if I can help strategize. -- Sara


This a critical question for every business! As a VP Marketing, my first approach would be to define a very specific target market. Who is searching for corporate housing - is it HR departments, is it people who relocate, real estate agents, all of the above? Once you have defined your target market(s), you can then start to test the best way to reach and acquire them.

Let me know if I can help you to further define your target market and develop a plan to test which media delivers the best ROI.

All the best, Sara


Press coverage can be very valuable to a start-up as it can lend credibility and help build trust in a brand. I am sure you have seen many web sites touting "As Seen In" followed by a list of media logos. Press coverage can also help tell your story in ways that advertising can't.

You may want to consider finding a PR consultant that specializes in your specific industry. They may consider working on a project basis unlike an agency that will likely want a monthly retainer.

Either way, I highly recommend developing a very clear set of objectives and managing the PR firm/consultant closely. Never set it and forget it!

Let me know if I can help you to further define a PR strategy and select the right PR consultant for you.


That depends on your industry, your product/service, what problem you are trying to solve and who is your target demographic. Answer these questions and do a search on who's writing about this.

Let me know if you would like to chat further about developing an effective PR strategy.


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