Carlos Calle
Lead generation, taken apart and explained.
One email when I have something worth sending. Unsubscribe anytime.
Companies I’ve run campaigns for
Special shoutout to Carlos Calle who has been instrumental in improving the advertising ROI for Zosi from -22% to +185% in just a year. You are awesome!
Articles
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A cold outreach strategy that finds the emails already working and keeps the replies you earn.
Count interested replies per email, rewrite the weakest one every two weeks, call the people who already know your name and treat a wrong-person reply as an introduction.
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The CRM audit checklist that cuts unused tools and gets cleaner data in 60 days.
Audit the subscriptions before they renew, fix the data the forecast runs on, and give the CRM you already pay for 60 days before you switch.
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How to build an email marketing report that counts replies, meetings and pipeline.
Opens now count machines as well as people, and the zero in the deals column can be wrong too. Here is a one-page email report that counts what people do.
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How to get more business from existing clients, starting with three lists you already have.
Three lists you already own, a wrap-up conversation that brings up the next project, 10 network messages a week and thank-you notes with nothing to sell.
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Google Ads on a small budget: find a market you can win, block junk searches and count only qualified leads.
Run the cost per lead math first, pick a market the budget can win, build negatives before going live and make a qualified lead the conversion the bidding chases.
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How to allocate marketing budget by what each channel's next dollar will buy.
Rank every channel by its full cost per best-fit client, check what its next dollar buys, and keep the same total working harder all year.
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How to build a prospect list that books more meetings from fewer names.
A list of 250 booked five meetings where a bought list of 3,000 booked one. The four filters behind it, plus an account score and a 20-contact audit to copy.
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How to calculate lead value and set a Google Ads target CPA you can defend.
Five numbers from your CRM give every lead a value. Here is how to turn that value into Google Ads targets, and which settings to take back before the next budget is spent.
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How to follow up on a sales proposal and shorten the wait from yes to signature.
The one page, the live review, the two-times email and the signature workflow that take a deal from a yes on the call to a booked kickoff.
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How to get more referrals for your business, and grow past them with the leads already in your CRM.
Referral-only growth usually levels off at a number you can work out. Here's when to ask, what to ask, and the Monday call list that grows past it.
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HubSpot marketing contacts: cut the bill before your renewal and put the contacts you keep to work.
Sort your marketing contacts before the renewal, stop forms and imports from refilling the bill, and write to the contacts you keep in words they already use.
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Inbound lead follow up: route every form, reply within the hour and start the first call prepared.
Get every form to the right person within the hour, keep 11pm leads from setting off midnight alerts and open the first call with what the prospect already told you.
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How to build a one-page monthly marketing report that gets budget decisions made on the call.
Cut the report to four parts, credit revenue to the month leads came in, settle attribution with two sources and end every report with one decision.
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How to run a re-engagement email campaign on a list nobody has emailed in years.
Prove it with the list you already own. Five groups, a safe sending plan and five plain emails you can copy, with the deliverability checks a specialist would ask for.
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How to test marketing channels one at a time and know in 90 days if the first one is worth keeping.
Pick next year's first channel from ten client conversations, give it one number, one owner and a fixed budget, and decide in 90 days if it stays, gets fixed or goes.
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Core Web Vitals: What They Are & How to Improve Them
The internet isn’t just a stage for hosting websites; it’s a dynamic place where speed, responsiveness, and visual stability significantly shape a user’s…
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The Difference Between First, Second & Third-Party Data
Data is a short word, but it’s a big deal in marketing.
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Google Ads Assets: What Are They? Types & How to Use Them
Online advertising is always changing, and it’s our job to stay updated.
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Google Ads Audit: Things to Look for When Auditing Your Account
Running a successful Google Ads campaign requires more than just setting it up and letting it run its course.
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What Is “Quality Score” in Google Ads and How to Improve It?
Have you heard about the Quality Score?
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Marketing Agility: Tips to Improve Budget Flexibility & Adaptability
The essence of successful marketing resides in a marketer’s ability to swiftly adapt to changes and make efficient use of their resources.
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7 Mistakes in Google Ads and How to Avoid Them
Google Ads is an outstanding online advertising platform for increasing sales and highly qualified leads.
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15 Ideas to Consider Testing to Optimize Your Website for Lead Generation
Generating quality leads is a top priority for businesses looking to grow and thrive, and your website plays a significant role in attracting and converting…
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Page Speed Insights: What It Is & Why It Matters
In digital marketing, website performance is like the engine of a high-speed train.
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Marketing Efficiency Ratio (MER): What Is It & Why It Matters
Understanding the pulse of a business demands an in-depth look into its strategic and financial metrics.
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What is ToFu, MoFu & BoFu? The Three Funnel Stages Explained
Imagine you’re planning a road trip.
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The Power of Precision: Why Conversion Tracking is Essential
The wealth of data at our disposal empowers marketers to craft tailored messages and deliver them precisely when they matter most.
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Beginner’s Guide to Google Ads Campaign Types & Best Practices
Google Ads can significantly enhance your online visibility.
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Google Ads FAQs: Answers to Common Questions
Google Ads is an incredible platform that can open up numerous possibilities for businesses to showcase their products and services to a global audience and…
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Beginner’s Guide to Google Ads Bidding Strategies
Google Ads has long established itself as the leading online advertising platform for paid search.
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Decision Heuristics: How Customers Decide What to Buy
Understanding consumer psychology and how customers make purchasing decisions is fundamental to marketing a product or service.
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16 Ideas to Consider Testing to Increase Your E-commerce Conversion Rate
Driving sales and revenue is a crucial objective in e-commerce.
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Marketing in the “Messy Middle” of the Buyer’s Journey
Understanding the buyer’s journey is more significant than ever.
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The Marketing Funnel: What It Is & How It Works
One fundamental concept that continually steers successful marketers is a focus on the marketing funnel.
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Google Ads Keywords: Broad, Phrase & Exact Match Types Explained
Keywords are at the heart of search engine advertising — these are the unique words people use when they search on Google to find a product, service, or…
Carlos Calle
About
I build lead generation systems for B2B companies. Paid search, email programs, outbound, and the marketing automation that connects them.
Ten years of it, most recently inside testing, inspection and certification, where the buying cycles run long and a lead has to be traceable from first contact to closed deal before anyone believes it happened.
This site is where I write about the work. The paid work lives at digitalpikas.com.
33 marketing certifications across ten platforms, including Google, Microsoft Advertising, HubSpot and Klaviyo.