If you want to understand the effectiveness of your lead generation campaigns, from SEO and PPC to display advertising, it is essential that lead validation becomes a part of your strategy. Lead Validation separates sales leads from other non-sales inquiries. As the presentation shows, on average, about 50% of a company’s website inquires are not sales leads. That percentage includes your typical spam, personal phone calls, customer service inquires and sales solicitations.
By having your marketing department validate leads, you will strengthen your sales teams efforts. Instead of sifting through and tracking non-leads (as many as half of the total) they will be able to put all of their efforts into genuine leads. Through lead validation your company will be able to identify the best of the best of leads and place them in the hands of your top sales reps. If your marketing department solely relies on inquiries to judge the performance of campaigns (SEO, paid search advertising, email, etc.) instead of solid sales leads, their data might be off by as much as half. By validating leads, marketers work off of reliable data and adjust campaigns accordingly. As for sales, you’ll see more leads, better leads, and an ever-increasing pipeline of leads.
As the Chief Operating Officer at Internet marketing firm Straight North, Aaron Wittersheim focuses on Internet marketing services, website service and technology.