Key facts
- Spend a small, fixed amount for a month or two, count the customers it brings, and only raise the budget on the channels that paid for themselves.
- You never want to pay more than that to win one.
- Try one thing at a time so you can tell what worked.
- A contact list with your own emails is usually the cheapest test, because you pay for people, then your time.
How do I work out what a customer is worth?
Take what an average customer pays you in a year and how many years they tend to stay. That number is the ceiling. You never want to pay more than that to win one.
Should I spend on ads, lists or an agency?
Try one thing at a time so you can tell what worked. A contact list with your own emails is usually the cheapest test, because you pay for people, then your time.
How long before I judge the spend?
Give any test a few weeks of steady effort. Count replies first, then meetings, then customers. Cut what brings none of the three.
| Option | What you pay for | Best for |
|---|---|---|
| Contact list plus your own emails | People and your time | Owners who will write and reply |
| Paid ads | Clicks and views | Products people already search for |
| Lead agency | Someone else running outreach | Teams with budget and no time |
How to set a lead budget
- Value a customer
Work out what one customer pays you over the time they stay.
- Pick a share
Decide the most you would pay to win one customer.
- Run a small test
Spend a fixed amount on one channel for a month or two.
- Count customers
Track replies, meetings and new customers from that spend.
- Grow what pays
Raise the budget only where customers cost less than they are worth.
When does Buzzlist fit, and when does it not?
It fits when
- You want to test outreach on a small, fixed budget.
- You would rather pay for people than for clicks.
It does not fit when
- You want leads with no time spent writing or replying, and you have no budget for help.
- Your buyers are outside the United States.
Questions people ask next
Is there a free way to start?
Yes. The Buzzlist Free plan includes 100 contacts a month with filters and saved lists, with no credit card.
What does a paid Buzzlist plan cost?
Paid plans start at $97 a month for Starter, with 1,000 contacts. See the pricing page for every plan and pack.
Should I spend more in a slow month?
Only on a channel you already know pays. A slow month is a bad time to test something brand new with a big budget.