As marketers, we often find ourselves having to constantly and continually justify our spending habits:

Lead generation pricing has been added to the list of dreaded money conversations. When it comes time to broach the subject with your CMO, CFO, or CEO (another other c-level acronyms we can add in there?) be sure to emphasize that social promotions, PPC ads, and other lead generation online costs can all be considered sales investments.

Lead generation reports show that successful campaigns take time to bring in a solid return on investment – it will take multiple campaigns with continued adjustment in posting time, frequency, and changes in your defined audience before you see the numbers you want. That’s just the nature of the beast.

With that said, don’t depend solely on free lead generation software. As the cliche says, you get what you pay for.

So, if dollar signs make you nervous, experiment with paid social promotions first. For as little as $50, you can promote a LinkedIn update or promote a tweet, then track its progress and engagement to verify that the lead generation metrics coming back are where you want them to be.

Also try mobile lead generation with email campaigns designed for smartphone and tablet use. Be sure to have a call to action up top where viewers can be click and taken into your website. There’s no added cost for interactive and lead-friendly campaigns if you already have a marketing automation software up and running.

However you justify your spend, promote education lead generation to your company’s executive team. Creating and promoting content is a critically important marketing tool that will classify your company as a frontrunner in your field.

Education doesn’t always have a clear ROI, but qualified leads are created through digital content – it just takes time to build a library on your website and perfect your social promotion game.