Instead of judging the success of an Internet marketing campaign solely on inquiries, lead validation will aid marketers in discovering what works in their campaigns based on accurate data. Lead validation is the process of evaluating the many inquiries a company website receives and separating actual sales leads from non-sales conversions. Created by organic SEO agency Straight North, “The Critical Importance of Lead Validation in Internet Marketing” study reveals that about half of the inquiries generated to a company’s website are not related to sales.
Two key takeaways from the study include:
- If you aren’t validating leads, you are overstating your results by as much as half. This can cause you to invest in campaigns that aren’t contributing to ROI.
- When you have your marketing team validate leads, your campaigns will greatly improve because you will know the source of every sales lead and can adjust campaigns accordingly.