Workflow and operations
What a consent record should contain
A consent record is only useful if it shows exactly what the consumer saw and agreed to. Here is what to keep.
Insights
Notes from the work.
Writing on lead generation, intake operations, and acquisition economics in regulated industries.
Legal services
Cost per lead is the wrong number for law firm marketing
Firms that buy on cost per lead optimize for volume. The number that decides profit is cost per signed case.
Legal services
Intake criteria belong to the attorneys
Legal intake works best when the firm's attorneys write the qualifying questions and the intake team applies them the same way every time.
Workflow and operations
Intake is a marketing channel
The minutes between a form fill and a callback decide how much of a media budget turns into signed work.
Healthcare
Measure completed visits, not booked appointments
In patient acquisition, a booked appointment is a promise. A completed visit is the result. Reporting should follow the result.
Healthcare
Health advertisers need a data map before they need a media plan
Tracking pixels and form integrations can send health information to third parties. Map the data first.
Acquisition modeling
Why the next dollar costs more
Every acquisition channel gets more expensive as spend rises. Budget plans that ignore this overspend on the channel that looks best today.
Acquisition modeling
What an acquisition model needs to answer
A working acquisition model tells you where the next dollar goes. Four questions decide whether it does.