“We place so much importance on lead validation that we have deployed an entire staff dedicated to the laborious work of validating leads!”
When building an online marketing strategy for lead generation, understanding the effectiveness of the campaigns you build is essential. When measuring the success, there should be an emphasis on the quality of the leads your site generates versus the quantity. When you don’t delve further than the numbers, you can be overstating your results by as much as half. “The Critical Importance of Lead Validation in Internet Marketing” study created by Straight North, indicates that about 50 percent of a company’s website leads are not sales-related conversions.
Those non-sales inquiries can consist of:
- Sales solicitations
- Customer service inquiries
- Spam form submissions
- Job applications
When you validate leads, which is the process of separating the many non-sales inquiries from actual sales leads, you will have accurate data to help judge the success of your online campaigns. This will prevent you from investing in campaigns that aren’t contributing to ROI. You will also know the online source for each validated lead, allowing you to properly adjust your campaigns to those targeted channels.
Two critical takeaways from the study:
- 19 percent of leads convert on Mondays and another 19 percent on Tuesdays, making them the two best days.
- 85 percent of leads convert on the first visit, 10 percent on the second visit, and 3 percent on the third visit.
The Importance of Lead Validation by Straight North
Aaron Wittersheim is COO at Straight North, an Internet marketing company that specializes in SEO and PPC.